第1题
&8226;Read the article below about money management in Britain.
&8226;For each question 31-40.write one word in CAPITAL LETTER on your Answer Sheet.
Younger people are more likely to talk about their money issues than their elder counterparts,it has been revealed.Saga Personal Finance has found that 14 percent of over-50s are happy to talk about their finances ln (31) ,compared to 21 percent of under.50s.People (32) .claimed they are unwilling to discuss money openly said they believe those matters should stay private(50 percent)and a tenth explained it was (33) they were embarrassed about their financial situation.Around half of the under-50s said they were happy to (34) .money with their friends,whereas this fell to 30 percent among the older group.It was also revealed that 71 percent of Brits in a relationship have a separate current (35) ,explaining that they want to keep their money apart as the main (36) .Nearly a fifth claimed it was because they did not want to take responsibility (37) ,someone else's spending and 12 percent explained this was a good way to avoid arguments regarding finances.However,15 percent of couples said they argue about money more than any (38) .issue,with one in four having a row about it several (39) a month.It was also interesting to find out that arguments regarding money appear to occur more between couples who have been together a while, (40) may be because they feel more comfortable bringing up the‘sticky’issue.
(31)
第2题
(The candidate chooses one topic and speaks about it for one minute.)
A. Staff Management: how to achieve and maintain high motivation among a workforce
B. Market Research: the importance of carrying out market research for company growth
C. Technology: how to plan for the impact of new technology on a company
第3题
&8226;Read the extract below from the annual report of a bed manufacturer.
&8226;In most of the lines (41-52) there is one extra word. It is either grammatically incorrect or does not fit in with the sense of the text. Some lines, however, are correct.
&8226;If a line is correct, write CORRECT on your Answer Sheet.
&8226;If there is an extra word in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet.
CHIEF EXECUTIVE’S REVIEW
The prime focus for management recently has been the integration into the Group of Damon Beds. This acquisition is very much greater part of our strategy to grow our
41 presence in the UK branded furniture market. We are neither convinced that
42 leveraging the proven brand management expertise of which we are proud is the
43 optimum route to continued and sustainable growth in shareholder value. Overall,
44 sales grew more quickly than 9%, to reach £125 million. This represents a small
45 increase in market share such as our strategy to build share in growing, added value
46 sectors gains momentum. Our established brands had another excellent year with
47 volumes and turnover at record levels. While we have increased capacity to cope with
48 significantly increased demand, boosted by the return to television advertising in early
49 last year. The purpose of the campaign is how to reinforce our position as the UK's
50 leading volume bed business by improving brand awareness still further on and, more
51 importantly, communicating to consumers regarding the message about the uniqueness
52 of the product and yet the benefits and reasons for choosing our beds. Early indications show that the campaign is already having the desired effect.
(41)
第4题
&8226;Read this text taken from an article about marketing.
&8226;Choose the best sentence from the opposite page to fill each of the gaps.
&8226;For each gap (9-14), mark one letter (A-H) on your Answer Sheet.
&8226;Do not use any letter more than once.
How effective is your marketing?
Gone are the days when companies had departments full of staff whose role nobody understood. Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses. And rightly so. But when it comes to marketing, what is effectiveness, how do you measure it, and why is its measurement so important?
Businesses are starting to recognise the key marketing questions. Are we providing the right products for the right people at the right price? Are our brands better than those of our competitors? (9) That's because marketing is not the fluffy stuff that can be axed when the going gets tough - it is the essence of business. So if marketing is important, it follows that it pays to know if yours is working.
The first stage in the process is understanding your current position. How successful is your brand today? What is your market share? You should equip yourself with some sound facts and figures on which to base your conclusions. (10) It could be simply to boost sales. You may want to reinforce your leadership in a market or trounce a competitive brand. Influencing future profitability, possibly by building a short-term brand share, may be a priority. A clear objective is essential.
But how do you know if your marketing is achieving your goals? (11) Their success is not just related to how many boxes leave the factory. Effectiveness may not be tangible. It may be financial, it may not. 'The brand' is an intangible asset, but it is now seen as an important one. Quantifying the value of an intangible asset is a difficult, but not impossible, task.
It is also necessary to evaluate both long-term effectiveness and the short-term outcomes of any campaign. (12) But the care of a brand is a marathon, not a sprint, and it is important not to lose sight of the long-term consequences.
Choosing the right measurement tools to evaluate a campaign is another important issue. (13) The accuracy they thus ensure should be consistent over time and correspond to the wider objectives of the business. Ultimately, marketing must deliver profit.
The essential debate should no longer be about the importance of marketing, but what we should do to measure its effectiveness, and what measures will ensure survival. (14) But to others it is likely to be a controversial issue - and one which can produce responses leading to widely different directions for their enterprises.
A Having done that, next comes establishing what it is that marketing activities should be achieving.
B Because of this, you may want to generate return on investment, perhaps by raising the quality of your brand.
C This shift in focus will be taken as read by the most successful businesses.
D Addressing such issues should mean that profits take care of themselves.
E Concerning the latter, it may be tempting to be seduced by efforts that yield quick results and satisfy investor pressure for immediate returns.
F These should be precise and based on empirical data.
G Good strategies are not necessarily linked to production or sales figures.
H Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses.
(9)
第6题
Task Sheet for Candidate A
Task Sheet 1
A: The management; how to treat your employees with TLC (Tender Loving Care)
B: Customer service: how to improve customer service
C: Leadership training; how failure paves the way to success
Task Sheet for Candidate B
Task Sheet 2
A: Staff management: how to keep good employees
B: Sales: how to increase your sales
C: Performance management: how strategic performance management is helping companies create business value
第7题
?Read the article below about how to set up shop on the Internet.
?For each question 31—40, write one word in CAPITAL LETTERS on your Answer Sheet.
SETTING UP SHOP ON THE INTERNET
If you want to set up shop on the Internet, the first thing you will need to get started is, quite simply, SOMETHING to sell. You will need to find a supplier (31) a large inventory of wholesale items. The products have to be at a low enough cost that you can make a large profit margin (32) re-sale. Plus you will need a large variety of items to cover a wide range of your customers' needs and preferences (33) will keep them coming back by offering new items. Next you will need a professional looking website that will give your company (34) well established look and make your customers enjoy (35) experience at your website and will create an environment in which they will want to make purchases. It is also a good idea to accept credit card payments. With the development of secured orders forms, the majority of Internet customers want the convenience to be able to pay (36) their credit card rather than mailing a check (37) money order.
And finally, you will need the marketing strategies that will effectively show you how to bring new customers to your site, and keep them coming back as repeat customers. (38) this point, the World Wide Web is clearly unstoppable. The amount of sales exceeded $ 10 billion dollars last year and is predicted to steadily increase each year (39) thousands of Internet users are jumping on-line daily and making their purchases. You can be set up to accept their orders and claim (40) share of this multi-billion dollar a year market.
(31)
第8题
&8226;Write a short report about business dinner manners.
&8226;Write 120-140 words on the separate answer paper provided.
第10题
Task Two - Experience at the fair
&8226;For questions 18-22, match the extracts with the experiences, listed A-H.
&8226;For each extract, choose the experience at the fair that each person mentions.
&8226;Write one letter (A-H) next to the number of the extract.
A thought of a way of cutting costs.
B was impressed by some publicity material.
C saw a new way of applying technology.
D was pleased by some sales figures.
E noticed some export opportunities.
F was impressed by a competitor's product.
G saw someone demonstrating an effective selling technique.
H I thought of ways of improving an important product we make.
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