为了让大家更好的准备商务英语BEC考试，小编给大家整理了商务英语高级阅读模拟题指导训练,下面小编就和大家分享，来欣赏一下吧。
商务英语高级阅读模拟题指导训练1
Although it is nothing new for companies to build relationships with customers, it has generally been done on a one-to-one basis. In recent years, however, technological developments have made it possible to build up individual relationships with clients on a much larger scale, and this more sophisticated kind of operation is known as relationship marketing. Relationship marketing aims to increase sales through deliberate efforts to retain customers and promote two-way communication with them – and new technology has make communication possible with a for larger customer base than before. The information gathered forms the basis of highly technical analyses of customer purchasing and profitability, which can be used to increase sales.
The building of good personal relationships with customers is usually integral to the management of small businesses, and owners of small corner shops clearly illustrate the essence of relationship marketing, although the technology available to them is far less advanced than that available to, say, a supermarket chain. Small shopkeepers have direct knowledge of regular customers and become familiar with their needs, likes and dislikes. The shopkeepers can then provide services tailored to individual needs. Over time, a bond of loyalty is likely to develop between shopkeepers and regular customers.
The benefits of relationship marketing enjoyed by small businesses are now available to big businesses, thanks to a number of developments. First and foremost is the increasing recognition of the importance of profitability of retaining existing customers. Secondly, technologies have been developed which enable the collection, manipulation and analysis of huge banks of customer information. Large retailers can use store cards to obtain detailed background information about customer’s ages, salaries and lifestyles, and point-of-sale technology can be sued to track purchases made by every customer. Electronic storage enables all of this information to be retained, manipulated and integrated, while detailed analyses can be carried out on ever more powerful computers. Companies are thus able to target individuals amongst their thousands of customers with unique promotions or information matched to their back grounds and to their purchasing tendencies. Thirdly, companies feel a need to use relationship marketing because of increased competition: amassing knowledge about customers and building up customer relationships through interactive contact can enable organizations to differentiate their products or services more easily form those of competitors.
However, relationship marketing is not always the right route for organizations to take, and is not appropriate for all customers. Some bank customers, for example, cost more to serve than the bank actually makes form their custom, while a supermarket customer who spends very little and does not shop regularly does not justify the expenditure of several pounds per annum on relationship marketing. In addition, customers may not always be interested in a relationship, even where there are demonstrable benefits to be had.
Overall, successful relationship marketing depends upon selecting and targeting the customers you wish to retain, and identifying sales areas where the investment and effort will be worthwhile. Many organizations have found the approach to be very rewarding in terms of customer retention and related profitability, but relationship marketing is still a developing field and is neither cheap nor easy to operate. It involves an integrative approach which draws marketing, quality and customer service together; it also depends upon developing the capacity of every employee – particularly front-line staff – to market the goods or services of the organization in a customer-focused way; and finally, it can require heavy investment in appropriate information technology.
15. In the first paragraph, the writer describes relationship marketing as
a. an idea that has passed in and out of fashion over the last few years.
b. a term used for an activity that used to exist in a more basic form.
c. a way for a company to advertise to its customers.
d. a way for a company to analyze its profitability.
16. Why are small shopkeepers used to illustrate relationship marketing?
a. Their success depends on their relationships with their customers.
b. They keep information about their customers on computer.
c. They were the first to use the term relationship marketing.
c. Their relationship with customers has started to change recently.
17. One reason why large companies didn’t use relationship marketing in the past is that
a. they underestimated the true value of customer loyalty.
b. heir customers didn’t want them to collect information.
c. they didn’t need to find out about individual customers.
d. they didn’t think they could justify the expenses.
18. One advantage of relationship marketing for large retailer is that
a. they can become more widely known.
b. they can respond to suggestions form customers.
c. they can increase their customer base.
d. they can identify the shopping habits of customers.
19. According to the writer, what kind of customers are unsuitable for relationship marketing?
a. people who only make cash purchases.
b. people who don’t shop very often.
c. people who have had bad experiences with shops.
d. people who want to shop as quickly as possible.
20. The writer concludes that relationship marketing is most likely to work if
a. the customer co-operate.
b. it is applied in small sales areas.
c. the right customers are chosen.
d. front-line staff learn to use computers.
Useful Words and Expressions:
Deliberate; profitability; foremost; manipulation; amass; differentiate; justify; demonstrable; integrative;
Have you ever noticed the following sentences in your reading? If not, read them through and pay attention to the bold parts.
15. The information gathered forms the basis of highly technical analyses of customer purchasing and profitability, which can be used to increase sales.
16. Small shopkeepers have direct knowledge of regular customers and become familiar with their needs, likes and dislikes. The shopkeepers can then provide services tailored to individual needs. Over time, a bond of loyalty is likely to develop between shopkeepers and regular customers.
17. First and foremost is the increasing recognition of the importance of profitability of retaining existing customers.
18. Large retailers can use store cards to obtain detailed background information about customer’s ages, salaries and lifestyles, and point-of-sale technology can be sued to track purchases made by every customer.
19. a supermarket customer who spends very little and does not shop regularly does not justify the expenditure of several pounds per annum on relationship marketing.
20. successful relationship marketing depends upon selecting and targeting the customers you wish to retain
商务英语高级阅读模拟题指导训练2
Set Yourself Up In The Travel Business
Is there any place in the world’s biggest and fastest-growing industry for someone starting up in business on their own? The answer, it seems, is a definite ‘yes’. __H__. As the holiday and tourist business is growing by at least 10 percent a year, the prospects for small independent travel agents with flexible markets and low overheads have never been so bright.
No wonder next year will see a record number of independent start-ups – at least 10,000, according to one estimate. __9__. They will benefit from computer technology, which means they on longer need retail shops in order to operate as travel agents. At least 50 per cent of independent operators are already home-based, linked by computer to booking centers, ticket wholesalers and database services, which can cut prices by half, compared to the main travel agent chains. __10__. If they do, these dynamic independents become like mini tour operators, creating their own packages from other people’s holidays, rather than just selling a standard holiday out of a brochure for only 10 per cent commission.
The biggest problem with running your own travel company can be to generate enough income to make it possible to apply for a license to sell air tickets direct. __11__. However, many independents are quite happy with this system. The brokers are fully bonded and therefore your customers are well protected. At the same time, you can still get good rates of commission. Even part-time agents securing around ten bookings a month can earn around $1,000 a month. __12__.
An even greater income than that is possible with the right kind of specialization. Business and sports travel are particularly lucrative. __13__. One way to get this kind of deal can be to approach companies in your area direct and offer to cater for their corporate and leisure travel needs. You may be able to improve on their existing deals, especially if they are currently dealing with one of the larger travel companies. __14__. In fact, your only problem may well turn out to be that you become so successful selling holidays you never have time to take one yourself!
A Such big companies may have 75 per cent of the travel business, but there’s plenty left for the smaller operator, particularly if they specialize.
B This could be five times as much if you make it your only job.
C Their low overheads should mean they are able to undercut their competitors.
D These will range from part-timers to full-time freelance travel brokers.
E Otherwise you have to work through brokers and computerized distributors who all take their cut of the profit.
F Even so, you need to ensure the staff have the right training.
G For example, there are agents offering exotic conference locations or parachuting in the desert.
H In fact, there’s never been a better time to try your luck in the travel trade.
使用返指方法一：9，11，14。
使用返指方法二：13。
使用返指方法三：12。
使用返指方法四：10。
重要词汇和表达：
Overheads; start-up; wholesaler; dynamic; brochure; broker; bonded; secure; specialization; undercut; distributor; exotic; parachuting;
小资料：
10 Reasons Why You Should Have a Prestige Home Travel Business?
Easy to Get Started - Work Actively or Just Refer Clients
Great Way to get Extra Cash or a Full Time Income
Fun and Lifelong Activity
Ideal Post Retirement Business to Stretch Your Dollar
Travel Agent Only Discounts
Ideal Internet Business
Get Paid Everytime You Travel
Incredible Tax Benefits and Deductions
Work Part or Full Time
Enrich Your Lifestyle as a Member of the Travel Industry
商务英语高级阅读模拟题指导训练3
重要语法：篇章构成的技巧(Techniques in Making Texts)
人们讲话或写文章时，常常要把前后讲的或写的内容加以联系。联系的方式有几类，它们为语言的应用提供粘合(cohesion)。取得粘合常用的方式是返指(referring back)已经提及的事项。取得粘合的另一方式就是预指(referring forward)将要说及的事项。
篇章构成的技巧非常适用于BEC阅读第二项。下面结合考题向大家具体介绍：
Exercise One
Wall Street Thinks Planet Is Set On $4bn Bid For Grape
Grape Computer was yesterday the target of speculation about an imminent $4 billion takeover by Planet Microsystems, the new power in the computing world. __H__. Grape and Planet remained silent about a possible alliance, but Grape shares leapt on Wall Street, the New York stock market, in anticipation of a bidding war.
Grape has been at the center of takeover rumors for months, as its financial fortunes have worsened. __9__. As a result of this poor financial performance, the company has also announced that it is making up to 1,300 employees redundant.
Losses during the normally lucrative Christmas period had analysts on Wall Street wondering whether Grape could survive. __10__. With falling demand for its products, and increasing competition, it seems unlikely that the ailing company will be able to survive another year unaided.
Under Andrew Whiting, its chief executive, Grape has been troubled by mistakes and misjudgments. Senior management are regarded as responsible for a series of costly miscalculations about product marketing and corporate strategy. __11__. Computer experts have also been quick to criticize Grape’s technical program: spending on research and development was cut at a time when other companies were bringing out innovative new products. __12__.
According to the Wall Street Journal, Planet’s chief executive, David Murray, has been meeting “around the clock” with aides putting the finishing touches on an offer to acquire Grape, which is based in Cupertino, California. __13__. On Wall Street today, Grape shares were up $1 to $32.25, as dealers anticipated a bid by Planet for its troubled rival.
Planet Microsystems, based in Mountain View, California, has been pursuing Grape since September, but talks were suspended two weeks ago as Planet waited for Grape shares to drop. __14__. As such, they have now taken over the position held by Grape in the 1980s.
A. It is Grape’s failure to keep up with the latest technical advances which has been seen as crucial to their downfall.
B. “If you can’t survive at the time of year when the retail market is at its strongest, something’s really wrong,” said one market analyst.
C. Such an acquisition would come in the form of a share swap valued at about $4 bn-or roughly $33 per Grape share.
D. A producer of workstations-powerful desktop computers used mainly in research and engineering, Planet Microsystems is the rising star in the computer world.
E. The result has been shrinking market share, loss of key executives and falling morale.
F. Last week, the company that was once at the forefront of the personal computer revolution announced a $69 million loss for the quarter which ended on December 29.
G. Grape’s recovery dates from the management’s decision to increase their share in the European market.
H. News of a potential deal emerged as Grape began what could be its last annual shareholder meeting as an independent company.
返指方法一：用this;that和他们的复数形式these和those清楚地返指前文中提到的事物和事实;用such作为限定词或形容词返指刚刚提及的事物。如本练习中的：9，10，13，14。
重要词汇和表达：
Speculation; imminent; takeover; bidding; at the center of; redundant; lucrative; put the finishing touches on; acquire; swap; forefront;
小资料：
Brief History of Planet Company
Are you tired of moving from hosting company to hosting company? Do you need more than just space and bandwidth? ThePlanet.com Internet Services, Inc. a Delaware corporation, doing business as The Planet, was founded in 1994. This privately held company is focused on customer-driven web hosting solutions and award winning customer service. Our services and solutions are driven from direct customer feedback and changing market forces. For Example, the introduction of our online support portal ORBIT was derived from repeated requests from customers for more control and access to their offsite hosting facility. Our ORBIT system now allows each customer to manage a host of services online including DNS changes, email changes, bandwidth monitoring, server monitoring, server reboots, hands and eyes requests, datacenter visits, managed reports, network availability and much more. With the recent shift to outsourcing, The Planet has responded with a wide range of administrative services from system engineers to network architects to certified database administrators. Our goal is to offer the most complete hosting package in the market place at very aggressive pricing.
