2022年商務英語中級模擬閲讀題附答案

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商務英語中級模擬閲讀題附答案

B 1 It would be advisable for Flacks to consult customers before developing a new product.

D 2 Producing goods for specialist markets might increase Flacks' profits.

C 3 Flacks may need to change the function of one of its facilities.

A 4 Flacks should utilise its current expertise to enter a different market.

B 5 Flacks may need to consider closing its current production facility.

C 6 Flacks should develop the connections it has established with leading retailers.

A 7 Expanding the product range would not be a problem for the workforce.

Flacks is a UK-based company that produces fashion accessories for women. How can it continue to grow its business?

A Susan Falmer

Faced with a shrinking market, cheap imports and competitive pricing, Flacks will have to work hard to increase its margins. They need to move into a more promising market, one where demand is growing and where the company can exploit existing skills and contacts. They could think about brand extension - this would not be a giant leap and the sales force would take it in its stride. Also, they wouldn't need to re-equip their factory and could use non-UK sourcing if facilities here are in short supply.

B Mesut Guzel

They have the fundamentals of a survival strategy in a market where outsourced manufacture and brand differentiation hold the key to success. I think they should initially locate some of their production in another country, where manufacturing quality tends to be better and it is easier to meet changing customer demands. But they should also regularly monitor production in Britain and think about outsourcing all this work abroad at some point if they need it done faster. The company should continue to work on innovative products, and thorough market research will help to ensure any new ideas are well received.

C Gary Wilmot

In order to beat their rivals in a highly competitive market, Flacks should ensure their products are attractive and build on their relationships with the big stores rather than trying to go it alone and market directly. They should also consider refocusing production by using their UK factory for high-specification products. They could eventually build more production overseas in a cycle of continuous development.

D Michal Kaminski

The demand for fashion accessories is relatively flat and the company should consider exploiting niche markets to improve its margins. But even within these, Flacks must distinguish its goods from those of its rivals in terms of quality, performance and design. Innovative sales, marketing and PR are vital to exploit these niche products. One competitive advantage that Flacks does have is production times. Many retail chains now have two-tier supply chains and Flacks could focus on top-up orders. They might also investigate other sales channels such as mail order.

這篇文章是關於一個女性時尚飾品公司——Flacks的發展戰略問題，四個專家給出了自己的建議。這套題目的答案稍微有些隱晦。

第一題，説在開發新產品前諮詢客户的意見對於Flacks來講是很明智的。答案是B段的最後一句：thorough market research will help to ensure any new ideas are well received.徹底的市場調查能夠確保新的思想很好的被接受。Market research，市場調查，在很大程度上就是諮詢客户的意見(consult customers)，any new ideas可以對應於developing a new product,能夠well received，那麼對於公司來講當然就是advisable了。選B。

第二題，説為專業市場生產產品可以增加利潤。答案是D段的這麼一句：the company should consider exploiting niche markets to improve its margins這題關鍵是要理解一個市場的含義：niche market。看英英解釋：a small area of trade within the economy, often involving specialized products。improve its margins也就是increase profits，選D。

第三題，説Flacks可能需要改變它的一個設備的功能。這裏答案不是太明顯，是C段的這麼一句：They should also consider refocusing production by using their UK factory for high-specification products。他們也需要考慮通過利用英國工廠生產高規格產品來調整生產焦點。也就是説，英國工廠原來不是生產高規格產品的，即題目説的改變它的一個設備的功能。

第四題，説Flacks可以利用現有的技能來進入一個新的市場。答案是A段的這麼一句：They need to move into a more promising market, one where demand is growing and where the company can exploit existing skills and contacts。他們需要進入一個更有發展前景的市場，一個需求增長並且公司可以利用現有技能和合同的市場。exploit existing skills也就是utilise its current expertise。

第五題，説Flacks可以考慮關閉現有的生產設備。這題也有些隱晦，答案是這麼一句：think about outsourcing all this work abroad。關鍵就在於outsource這個詞的意思：turn to outside suppliers or manufacturers外購。既然是要考慮outsource——turn to outside manufactures，那麼也就是可以考慮關閉自己的生產設備了。選B。

第六題，説Flacks應該考慮發展同領先的連鎖商已經建立起來的關係。答案在C段：build on their relationships with the big stores發展他們同大商店的關係。

第七題，説擴展產品範圍對勞動力來講不是問題。答案在A段：They could think about brand extension - this would not be a giant leap and the sales force would take it in its stride.他們可以考慮品牌擴張——這不是一個巨大的跳躍，在銷售力量的步調範圍之內。言下之意，不是問題。選A。

中級商務英語閲讀

1 the failure of a company to set its prices appropriately

2 a context that makes it difficult to increase prices

3 the consequences of companies trying to conceal their approach to pricing

4 the means by which a company ensured precision in the prices it offered

5 the fact that companies can learn about the effects of a price reduction

6 the first sector to price products according to how much customers were prepared to spend

7 the widespread use of rough guidelines to determine prices

Getting the price right

A、 Chief executives need to pay more attention to pricing, according to Roberto Lippi of the Apex Group, a consultancy that offers advice on pricing strategy. He accepts that low inflation figures in many industrialised countries makes raising prices tough, but argues that this should not necessarily deter companies. He gives the example of the airlines, which, with their minimum stay requirements and massive premiums for flexibility, led the way in sorting customers into categories, based on their willingness to pay.

B、 The key to pricing is to avoid alienating customers. As Lippi points out, once a bad price has been established, it can be very difficult to turn the situation around. He gives the example of a consumer goods company that went bankrupt largely because it did not price its digital cameras properly. In contrast, he cites the case of a Swiss drug company that introduced software for every sales representative’s laptop, enabling them to provide consistent and accurate price quotes. To help staff with this innovation, the company also created a new post of director of pricing strategy.

C、 Many of today’s managers have the benefit of modern technology to help them with pricing. Supermarket chains, for example, can easily track customers’ ’elasticity’ - how their buying habits change in response to a price rise or a discount. But although a company can now measure this sort of thing in a more sophisticated way, following basic rules is still the most common way of setting prices. Most bosses still worry more about their costs than the prices they charge; one recent survey found that they spend as little as 2% of their time on pricing.

D、 One popular approach to pricing is illustrated by the car companies that charge extra for product add-ons such as electric windows, instead of offering them as part of the standard price. Although many customers are prepared to pay extra, Lippi recommends that companies make sure that price differences reflect real differences in the product, either in quality or in the extra service on offer. The worst approach is to try to keep the pricing structure secret from customers. Nowadays, that is more likely to lead to lost contracts than large profits.

這篇文章主要是關於定價(pricing)的。題目算是閲讀第一部分裏比較隱晦的了。四個部分分別介紹了影響定價的一些因素。

答案解析：

第一題，公司沒有合理定價。答案是B段引用的一個例子：He gives the example of a consumer goods company that went bankrupt largely because it did not price its digital cameras properly.因為沒有對數碼相機合理定價，所以一個消費品公司破產了。和第一題吻合。

Consumer goods: goods such as food, clothing, etc. bought and used by individual customers消費品。

第二題，大環境使得漲價很困難。答案是A段，有點不太明顯，甚至可能需要點經濟學基礎：He accepts that low inflation figures in many industrialised countries makes raising prices tough, but argues that this should not necessarily deter companies。很多工業國家的低通貨膨脹率使得漲價變得困難。通貨膨脹率是衡量一國宏觀經濟的重要指標，也就是這題所説的context。低通貨膨脹率，説明經濟不太景氣，漲價會很困難。

deter: to make sb decide not to do sth or continue doing sth阻礙

eg: The price did not deter most customers

第三題，公司隱瞞定價策略的後果。答案是D段的最後一句：The worst approach is to try to keep the pricing structure secret from customers. Nowadays, that is more likely to lead to lost contracts than large profits.最壞的方法是試圖讓定價結構對消費者保密。今天，它更有可能導致失去合同而不是大的利潤。

第四題，一個公司確保定價準確的方式。答案是B段的這麼一句：a Swiss drug company that introduced software for every sales representative’s laptop, enabling them to provide consistent and accurate price quotes。一個瑞士的醫藥公司為每一位銷售代表的手提電腦引進了軟件，確保他們提供持續準確的定價。這裏的accurate對應於precision，引進的軟件就是方式(means)。

第五題，公司瞭解降價的後果。答案在C段，但是不那麼明顯：Supermarket chains, for example, can easily track customers’ ’elasticity’ - how their buying habits change in response to a price rise or a discount.大的.超市可以輕易追蹤客户的彈性—他們的購買習慣是如何對漲價或打折做出反應的。這個題需要理解一個常見的經濟學術語：彈性。

elasticity ：the extent to which people want to buy more or less of a product or service when its price changes。

這個術語的概念基本吻合第五題所説的。能夠了解客户的需求彈性，也就瞭解了漲價或者降價的效果。

第六題，對產品定價首要的是根據客户所願意支付的。答案是A的最後一句：based on their willingness to pay.。集於他們的支付意願。這裏的based on對應於the first sector。

第七題，粗糙的定價準則的廣泛應用。答案在C段，有點隱晦：But although a company can now measure this sort of thing in a more sophisticated way, following basic rules is still the most common way of setting prices.雖然公司可以用一種更復雜的方式來衡量，遵守基本的規則仍然是定價的最普遍的方式。BUT是個信號。rough可以從反面對應於sophisticated,,the most common way對應於widespread use。