2023年剑桥BEC高级真题第三辑TEST4.doc

READING 1 hour
PART ONE Questions 1-8
剑桥 BEC 真题集高级 第三辑 Test 4

• Look at the statements below and at the five extracts from a newspaper article on the opposite page about people who have set up their own internet companies.
• Which extract (A, B, C, D or E) does each statement 1-8 refer to?
• For each statement (1-8), mark one letter (A, B, C, D or E) on your Answer Sheet.
• You will need to use some of these letters more than once.

• There is an example at the beginning. (0).
Example:
0 These people sought help to forecast their likely cashflow..
1
0 A B C D E

1 These people have not paid themselves out of their company‟s income so far.

2 These people had knowledge which they wanted to exploit in a different type of company.

3 These people's initial efforts to obtain start-up funding were unsuccessful.

4 These people have developed a very effective process for handling sales.

5 These people devised a mixed media approach to advertising.

6 These people felt that they could improve companies‟ focus on customers.

7 These people intend to make their marketing more cost-effective.

8 These people are targeting a relatively small number of discerning clients.

A
E-GAMES
John and Stephanie both wanted a complete career change. Selling children‟s games over the internet seemed a foolproof idea, but their biggest challenge was to secure financial backing. First they contacted numerous venture capitalists, but from the
response of the few that would even talk to them, they realized they would get nowhere until they had spelt out in detail how they intended to turn their concept into reality. So the next step was to work with a group of start-up consultants, to devise a business plan making their expected revenue streams more precise.

B SUREK
Sue and Derek‟s plan was to sell clothes over the internet. After a shaky start, leading
to serious cash flow problems, which meant they occasionally had little to live on,
they realised they would have to advertise much more seriously: on the internet, they used online marketing tools to the full to produce increases in traffic, and combined this with intensive publicity outside the internet. Within six months they had built a large customer database, at which stage it was necessary to begin looking for capital to build the business.

C WONDERWEB
Two senior advertising executives, frustrated with the pace of change in an industry
they felt was failing to take advantage of new media, Sally and Sue were keen to translate their advertising and marketing skills into an online environment. To their surprise, they found that many websites seemed to have been developed without taking any account of users‟ needs. Sure that the opportunity was ripe for a business with a strong marketing proposition, they started offering marketing services to other small online businesses.
D SUPERGIFTS
Michael and Tony set up a company to sell upmarket gifts, such as glassware and
porcelain, online. The niche market they have identified is professional and affluent, a group which their research revealed is increasingly internet literate, is looking for exceptional goods at the right price and has high service expectations. A low-level marketing campaign generated more than 2023 customers, with a high-value average order. The entire system from web order to delivery is proving to be highly successful, with all orders being fulfilled within the advertised five days without any returns or breakages.
E
ABBIE’S
The first phases of the company‟s growth have been funded through a mix of personal investment, foregone salaries and bank overdraft. The next phase will be crucial. Their biggest challenge will be to distinguish themselves from a plethora of competitive sites, most of which are spending far more than they are. To stand out from the crowd, Paul and Abbie are working to target and reach their audience better, and generate higher sales, but of necessity without increasing their budget. The company‟s total marketing vision will be the key to success.

PART TWO Questions 9-14
• Read the article below about consumers‟ attitudes to goods described as premium.
• Choose the best sentence from the opposite page to fill each of the gaps.
• For each gap (9-14), mark one letter (A-H) on your Answer Sheet.
• Do not use any letter more than once.

• There is an example at the beginning, (0).

Shoppers wary of 'premium’ goods

One of the marketing industry‟s favourite terms is ‘premium‟ — usually taken to mean „luxury‟ or „top quality‟. The ideal
is to create a premium car, wristwatch or perfume — something that appears to transcend the ordinary. (0) H
However, manufacturers should take note of a recent survey of shoppers‟ attitudes to so-called premium goods. (9) In fact, the tag seems to have become devalued by overuse. Consumers of all
socio-economic backgrounds are very keen to buy the best- but not all product categories lend themselves to a premium
status. ‘Premium‟ can be used in any
category where image is paramount, and
that includes cars, toiletries, clothes and electronics. (10) Banking and insurance are typical of this second group.
More than 70 per cent of consumers interviewed in the survey said that a premium tag on everyday items such as coffee or soap is an excuse to charge
extra for products that don‟t always have
extra benefits. (11) The prevalence
of such a suspicious attitude makes life hard for the marketers.
While the word „luxury‟ had a clear and definable meaning among respondents — most related it to cars — „premium‟ was found to be harder to define. Oddly, the
only category apart from cars where
„premium‟ was understood to mean something specific was bread. (12) .
Several respondents said they would never pay much for a standard sliced loaf but on special occasions would happily pay double for something that qualifies as a treat.
Packaging was found to be an important factor in charging extra for premium products, with sophisticated design enabling toiletries, electronics or food items to sell for far more. Shoppers are willing to pay extra for sometl1ing that has had thought put into its outward appearance. (13) Yet the knowledge has no impact on their choice.
The profit margin on premium-priced toiletries and beauty items can be as much as 300-400 per cent — and in
excess of 500 per cent for hi-H and other
electronic goods. (14) . In a crowded marketplace such as cars or mobiles, it‟s far more difficult to achieve this
transformation than you might think.

Example: 0
A B C D E F G H

A The term is less effective, however, in areas where style and fashion play a smaller role.
B The product hidden behind this attractive exterior may be exactly the same as an item selling for half the price, and shoppers may be quite aware of this.
C The results suggest that the term 'premium‟ means very little to consumers.
D A fifth of them went further, and dismissed the very word as simply a way of
loading prices.
E It follows that price and utility are not the only factors in play when it comes to purchasing decisions.

F With such an incentive, the challenge for marketers is to find the triggers that can turn an ordinary product into something consumers will accept as premium.
G The survey found that consumers were prepared to pay top prices for speciality items, just as long as prices for everyday products remained low.
H When they succeed, marketers are able to charge high prices for the resulting product.

PART THREE Questions 15-20
• Read the following profile of Bruce Petter, the new Director of the Management

Consultants Association (MCA), and the questions on the opposite page.
• For each question (15-20), mark one letter (A, B, C or D) on your Answer Sheet.

Bruce Petter has not always been an executive. He started his career pumping petrol at a filling station, as he explains: „After I left the army, my friend‟s father, who was Managing Director of a petrol company, recommended that I go into the oil industry. My great-uncle was running our own family petrol company, and I
learnt the ropes at a petrol station. I subsequently married the daughter of the Marketing Director but this did not make for the happiest of scenarios. Depending on which side of the family they came from, my relatives thought I should support either my great—uncle or my farther-in-law, so I decided the time had come for me to leave the warring factions to fight it out among themselves and move on.‟
He became founding Director of the Petrol Retailers Association. But after a few years he decided,
„I was getting to the stage where
I wanted to move on again, so
when I heard about the Management Consultants Association (MCA) post, I
people with mainstream business interests together. The association had 30 member companies at the time, representing a large proportion of the best-known
names in the sector, and „they all
wanted to have a look at this
individual who had applied to represent their interests, so I saw an awful lot of the membership‟.
His principal area of expertise, he
feels, is in running a trade association and the briefing that he has been handed suggests that this will be of prime value. „If you were to ask me if I was ever going to be an expert management consultant, the answer would be no. But I am, I hope, able to articulate their views, to push through policies they want to see in operation and to improve their image. I hope to make management consultancy a powerful voice in government and industry.'
The President of the MCA confirms what landed Petter the job. „We saw a lot of people, but
there were three things in
particular that impressed us about
Bruce. His experience of running a
large but also some considerably smaller firms. We are also aware that management consultancy is not always portrayed in a favourable light and he has done quite a bit of work on public image and has some very positive views in this area.‟
So, Mr. Petter has taken over from retiring Director Brian O‟Rorke, and a change of mood
is now in the air. O‟Rorke was at
the helm for 13 years and his
successor is reticent when it comes to predicting how his own approach will differ. ‘Brian did a magnificent job of sustaining the Association, of holding it together through thick and thin.‟ I detect a „but‟ in his voice. But?
„I think if you ask anybody who or what the MCA was under his direction, the temptation would be to say "Brian O‟Rorke".‟ Petter feels his own style will be very much determined by the objectives of the members: he sees himself as a channel for
those aims. „I don‟t want the MCA to be perceived as Bruce Petter‟s empire, but rather the members‟ empire,‟ he says. Mr

applied.‟
He was aware that the selection
process for the head of any trade association would, by definition, be protracted because of the
difficulty of getting very busy
trade association was key and it seemed to us that he had a good understanding of how to relate to and inspire a membership made up of very busy partners, often in very
Petter clearly has a difficult task ahead, but many of his staff will welcome a more open, modern style and there‟s every indication he will be a success.

15 What do we learn about Bruce Petter in the first paragraph?
A He likes to think of himself as a loyal person.
B He has a negative view of family-run businesses.

C His military background came in useful later in his career.
D An awkward situation influenced the development of his career.

16 When Petter applied for the post of Director of the MCA, he knew that
A a decision was likely to take a long time.
B not everyone in the Association was interested in him.
C he would have to face intense competition.
D some members would oppose his appointment.

17 What does Petter believe he is able to change?
A the views the MCA holds on industry
B the way in which the MCA decides on policy
C how the MCA is perceived by other people
D the MCA's relations with other trade associations

18 Which of the following does the MCA President mention as a reason for appointing Petter?
A his ability to motivate members of an association
B his experience of working in different trades
C his broad network of business contacts
D his previous work in management consultancy

19 The writer notices that, when Petter talks about his predecessor, he
A expresses some regret for how the Association dealt with him.
B thinks he had been there for too long.
C questions changes he made within the Association.
D indicates he has mixed feelings about his leadership style.

20 Petter says his aim as Director of the MCA is to
A modernise the Association.
B carry out the Association‟s wishes.
C set an example of firm leadership to his staff.
D expand the membership of the Association.

PART FOUR Questions 21-30
• Read the article below about sickness at work in Britain.
• Choose the correct word to fill each gap from A, B, C or D on the opposite page.
• For each question (21-30), mark one letter (A, B, C or D) on your Answer Sheet.
• There is an example at the beginning, (0).

Sickness at work

Small firms are counting the (0) A of sickness among employees. Research estimates that illness cost small businesses in Britain a month and a half in lost (21) last year. A recent (22) of more than 1,000 small and medium enterprises revealed that last year the average small business lost around 42 days through staff phoning in sick, and that this had a serious (23) on 27 per cent of smaller companies. Just over one in ten employees took time off for seven days in a (24) Of these, 9.5 per cent were ill for a week on more than one occasion. In Britain, employees can take sick (25) for up to a week before they have to
produce a medical certificate. Owner—managers were far less likely to be off sick
than their staff: 3.3 days on average, compared with the 10 days taken by employees.

The head of the research team said, „The most common (26) of absence was minor illness, such as colds or flu, but back strain, fractures and the like (27) for very nearly as much. Of greater (28) is that more that 40 per
cent of employers felt that their employees‟ sickness may not have been genuine.‟

Employers can do more to protect themselves by drawing up adequate (29) of employment that outline the company‟s sick pay (30) . Enhanced sick pay is then at the