2017年商務英語高級考試習題及答案

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There is a commonly held view that the only way to get (0) decent pay increase is to move on: to go out into the job market and find someone (31) is prepared to pay you a figure more in line (32) the talents you can offer. Whilst changing employers from time (33) time is something we probably all need to do to advance our careers in the directions we want them to take, it is nevertheless an activity that carries quite definite risks. Irrespective of (34) well we research prospective employers, a new job is still largely a step into the unknown . It may turn (35) to be a good move or it could prove to be a complete disaster : most of us (36) had experience of both. The point here, though, is that changing employers is not something we want to be doing all the time and certainly not (37) time we feel the urge for better pay . We’d (38) taking more risks than we needed to just to achieve a pay rise. Getting a pay rise should always be viewed (39) a serious business. There are no quick fixes or gold methods with “ guaranteed “ results. Quick fixes only serve to trivialize the issues and could (40) some circumstances get you into very serous trouble indeed.

　　答案及解析

關於加薪的文章，教你怎麼樣實現加薪。這道題目不難，但是拋開題目，單說文章裏談的加薪的方法，各位還是要辯證的看。要想人生第一份工作就找到自己滿意的，是挺難，可是以加薪爲目的跳槽，也未必是什麼明智的好辦法。

31題，太明顯的定語從句，前面是someone，那麼當然填入表示人的關係代詞who。

32題，in line with，和什麼一致，固定搭配，在中級的'選詞版完型裏常考到這個詞組。這句的意思是，找個一個願意給你提供和你才能更加一致的薪水的人。

33題，from time to time，時不時的。changing employers from time to time，時不時的換老闆。

34題，Irrespective of，同regardless of一樣，後面接讓步狀語從句，不管我們對可能的僱主研究的多麼好，新的工作都是一個未知數。用how well。

35題，turn out to be，固定用法。

36題，換工作，要麼是個好的舉措，要麼將成爲災難。而我們大多數人這兩種經歷都有。有這種經歷，是過去完成時，用have+done。

37題，理解前後文意思。換老闆不是件我們經常願意做的事情，並且也不是一想要加薪就要換老闆。用every time，表示每次要加薪就準備換老闆。

38題，這題有點難度，考驗人的語法功底。首先這個句子是虛擬語氣，We’d是we would的縮寫，而不是we had。是表示對將來的假設，我們要承擔更多的風險。所以用would be。

39題，比較明顯的，view as，將什麼視作什麼。

40題，和circumstance相關的詞組，很容易想到under/on some circumstance，在某種情況下。

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.