2026年商务英语（商务阅读）考题及答案.doc

2026年商务英语（商务阅读）考题及答案

（考试时间：90分钟 满分100分）
班级______ 姓名______

第I卷（选择题，共40分）
（总共20题，每题2分，从每题所给的四个选项中，选出最佳选项）
w1. Which of the following best defines "synergy" in a business context?
A. The ability to work independently.
B. The combined effect of multiple elements working together to produce greater results than the sum of their individual efforts.
C. The process of reducing costs.
D. The act of competing with others in the market.
w2. What does "market penetration" refer to?
A. Entering a new market segment.
B. Increasing the market share within an existing market by selling more of a product or service.
C. Developing new products for the market.
D. Changing the target customer group.
w3. A "blue ocean strategy" aims to:
A. Compete in existing, highly competitive markets.
B. Create uncontested market space by offering new value propositions.
C. Focus on cost-cutting to gain an edge.
D. Target only high-end customers.
w4. Which of the following is an example of a "core competency" for a company?
A. A well-known brand name.
B. The ability to produce high-quality products at a low cost.
C. A large number of employees.
D. A fancy office building.
w5. What is the significance of "brand equity"?
A. It represents the physical assets of a brand.
B. It is the value a brand adds to a product or service beyond its functional benefits.
C. It is the cost of promoting a brand.
D. It only matters for luxury brands.
w6. "Supply chain management" involves:
A. Only the production of goods.
B. The coordination of all activities involved in getting a product or service from the supplier to the customer.
C. Just the distribution of products.
D. Marketing the product to the end-users.
w7. Which of the following is a key aspect of "customer relationship management (CRM)"?
A. Ignoring customer complaints.
B. Collecting customer data but not using it.
C. Understanding and meeting customer needs to build long-term relationships.
D. Focusing only on new customers.
w8. What does "economies of scale" mean?
A. The cost of production increases as the volume of output increases.
B. The cost of production remains the same regardless of the output volume.
C. The cost of production decreases as the volume of output increases.
D. It only applies to small businesses.
w9. A "SWOT analysis" examines a company's:
A. Strengths, Weaknesses, Opportunities, and Threats.
B. Sales, Wages, Operations, and Technology.
C. Suppliers, Workers, Owners, and Trends.
D. None of the above.
w10. Which of the following is a characteristic of a "strategic alliance"?
A. Two companies merge completely.
B. Two or more companies collaborate on a specific project or activity while maintaining their independence.
C. One company acquires another.
D. Companies compete directly against each other.
w11. What is the role of "corporate social responsibility (CSR)"?
A. It is just a marketing gimmick.
B. It involves a company considering the impact of its actions on society and the environment.
C. It only focuses on maximizing profits.
D. It is not important for businesses.
w12. "Innovation" in business can be:
A. Only about new technology.
B. The introduction of new products, processes, or business models.
C. Avoided to maintain the status quo.
D. Only relevant for startups.
w13. Which of the following is a type of "market segmentation"?
A. Geographic, demographic, psychographic, and behavioral.
B. Just by price range.
C. Only by product features.
D. None of these.
w14. What does "value proposition" mean?
A. The price of a product.
B. The unique value a product or service offers to customers compared to competitors.
C. The number of features a product has.
D. The brand image of a company.
w15. "Competitive advantage" can be achieved through:
A. Cost leadership, differentiation, or focus.
B. Just by having a lot of advertising.
C. By copying competitors.
D. Only in the short term.
w16. Which of the following is an example of "vertical integration"?
A. A clothing company opening a new store in a different city of the same country.
B. A car manufacturer acquiring a steel mill.
C. Two software companies collaborating on a project.
D. A restaurant chain changing its menu.
w17. What is the importance of "business ethics"?
A. It helps a company avoid legal issues.
B. It builds trust with stakeholders such as customers, employees, and investors.
C. It is not really necessary in business.
D. It only affects the company's public image.
w18. "Product lifecycle management" includes:
A. Only the introduction stage of a product.
B. The stages of product introduction, growth, maturity, and decline.
C. Just the marketing of a product throughout its life.
D. None of the above.
w19. Which of the following is a factor influencing "globalization" in business?
A. Technological advancements, trade liberalization, and cultural exchange.
B. Only political stability in one country.
C. Just the availability of cheap labor in one region.
D. None of these.
w二十. What does "diversification" mean in a business context?
A. Focusing on a single product or service.
B. Expanding into new markets, products, or services to reduce risk.
C. Reducing the number of employees.
D. Only investing in one industry.

第II卷（非选择题，共60分）
w二十一. 简答题（每题5分，共20分）
1) Briefly explain the concept of "differentiation" in marketing.
2) What are the main components of a business model?
3) How does "price elasticity of demand" affect a company's pricing strategy?
4) Describe the role of "human resources" in a strategic business context.

w二十二. 阅读理解（每题10分，共20分）
Read the following passage and answer the questions.
In today's highly competitive business world, companies are constantly seeking ways to gain a competitive edge. One such approach is through innovation. Innovation can take many forms, from developing new products to implementing new business processes. For example, a tech startup might introduce a revolutionary app that changes the way people communicate. This not only attracts new customers but also helps the company stand out from its competitors. Another aspect is the importance of customer focus. Understanding customer needs and preferences allows companies to tailor their products and services accordingly. By providing excellent customer service, companies can build strong relationships and increase customer loyalty.
1) What is one way companies can gain a competitive edge according to the passage?
2) How does innovation help a company in the market?

w二十三. 案例分析（20分）
Company A is a traditional clothing manufacturer. It has been in business for decades but has seen a decline in sales in recent years. The company mainly produces basic, mass-market clothing. Its production process is relatively old-fashioned and labor-intensive. It has a large number of employees but has not invested much in technology.
Recently, a new competitor, Company B, has entered the market. Company B offers trendy, high-quality clothing with unique designs. It uses modern manufacturing technology, which allows for faster production and lower costs. Company B also has a strong online presence and targets a younger, more fashion-conscious customer segment.
Analyze Company A's situation and suggest possible strategies for it to improve its position in the market.

w二十四. 写作（20分）
Write a short report on the importance of "sustainable business practices" in the modern business environment. Include examples of sustainable practices and how they can benefit a company in terms of reputation, cost savings, and long-term viability.

答案：
w1. B
w2. B
w3. B
w4. B
w5. B
w6. B
w7. C
w8. C
w9. A
w10. B
w11. B
w12. B
w13. A
w14. B
w15. A
w16. B
w17. B
w18. B
w19. A
w20. B
w二十一. 1) Differentiation in marketing means creating a unique image and offering unique features of a product or service compared to competitors, so as to attract customers and gain a competitive advantage. 2) The main components of a business model typically include value proposition, customer segments, channels, customer relationships, revenue streams, key resources, key activities, and key partnerships. 3) If demand is price elastic, a small change in price leads to a large change in quantity demanded. So companies need to be cautious when raising prices. If inelastic, they have more flexibility in pricing. 4) Human resources play a crucial role in strategic business as they are responsible for hiring, training, and retaining talent, which is essential for achieving business goals and driving innovation.
w二十二. 1) Through innovation. 2) It attracts new customers and helps the company stand out from competitors.
w二十三. Company A is facing challenges due to its old-fashioned production and lack of innovation compared to Company B. It should invest in modern technology to improve production efficiency and reduce costs. Also, it needs to focus on product innovation, developing trendy designs to target the younger customer segment. Building a strong online presence can also help increase its reach and sales.
w二十四. Sustainable business practices are of great importance in the modern business environment. For example, using renewable energy sources reduces costs in the long run and enhances a company's reputation as an environmentally responsible entity. Recycling materials not only cuts waste disposal costs but also shows commitment to sustainability. By adopting such practices, companies can improve their brand image, attract environmentally conscious customers, and ensure long-term viability in a changing market.