BEC中級考試真題

為了讓大家更好的學(xué)習(xí)商務(wù)英語BEC考試，小編給大家整理了BEC商務(wù)英語中級考試真題,下面小編就和大家分享，來欣賞一下吧。

BEC真題一

Evaluating the performance of the board

Few employees escape the annual or twice-yearly performance review. (0) .....G......The answer is not a great number. And the smaller the company, the fewer checks there are on how well the directors are doing. Some of the largest companies formally assess the performance of their board, but very few new or growing companies have managed to get round to establishing any such procedure.

Many business experts believe, however, that it is important for all companies to review the performance of the board. (8) .............Another reason is that the board itself needs information on how well it is doing, just as much as other employees do. For the chief executive, appraisal of some sort is absolutely essential for his or her own sake and for the good of the company. Indeed, many of those who have reached this level remark on how lonely the job of chief executive is and how few opportunities they get to discuss issues relating to it.

There is some evidence to show that once smaller companies put a board appraisal process in place, they find this process relatively easy to operate. (9) .............Their counterparts in larger organisations, however, are often afraid that appraisals could be a challenge to their status.

So, how should companies assess their board? (10) .............At a very basic level,this could simply mean getting all the directors to write down what they have achieved and how they can improve on it. At the other end of the scale is the full '360-degree' appraisal. Here, each director is appraised in a systematic manner by a combination of the chairman and fellow directors.

In the largest companies there are many methods for assessing the board. A number of such companies have self-assessment schemes. The chairman may meet each board member individually to ask how things are going, in a fairly informal way. The whole board might also meet to talk about its progress in open session. (11).............These might ask for people's opinions on the board's main tasks or on how well the committees are working.

Research indicates there has been some improvement in the way the appraisal of board members is conducted. (12) .............The chairman will have been involved directly or indirectly in the appraisal of all members of the board. Whose job is it, then, to appraise the chairman?

A It is often the case that the directors of such companies are even happy to receive criticism, as this can prevent them from making basic mistakes.

B The rest of the workforce sees it as unfair if the directors are the only members of the company to escape appraisal.

C These are encouraging as they put a limit on the power of the chairman to assess fellow directors.

D Alternatively, questionnaires might be distributed to directors, forming the basis for future discussion.

E One issue remains, however, when all the others have been dealt with.

F It is generally agreed that it is the chairman's responsibility to ensure the regular appraisal of each member of the board.

G However, one wonders how many companies have in place a formal appraisal process for their board of directors.

《Evaluating the performance of the board》，評估董事局的表現(xiàn)。眾所周知一個公司里面是經(jīng)常對員工的表現(xiàn)進行評估的，那么誰又來評估董事局的表現(xiàn)呢?這篇文章講了對董事局表現(xiàn)進行評估的重要性和一些方法。

第八題，前面說對董事局的表現(xiàn)進行評估是很重要的。空格后面的句子中有another reason，可見這個第八空應(yīng)該填入對董事局表現(xiàn)進行評估原因的句子。B符合這一特點，為什么要進行評估，因為“如果決策層是公司唯一逃避評估的成員的話，其他的員工會視之為不公平?！?/p>

第九題，前面說小公司會發(fā)現(xiàn)這種評估過程更容易操作。空格后面一個however，說大公司的決策層會認(rèn)為評估是對他們地位的一種挑戰(zhàn)?？梢娺@個空格應(yīng)該填入表示小公司愿意接受評估的句子。A符合這一特點：通常這些公司的決策層會很樂意接受批評，因為這可以防止他們犯錯誤。這里的such companies是個暗示，可以和前面的smaller companies對應(yīng)上。

第十題，前面問怎樣對公司的董事局進行評估。那么很明顯，后面跟的句子應(yīng)該和評估的方式方法有關(guān)。符合這一標(biāo)準(zhǔn)的只有F：一般認(rèn)為確保對董事局里每個成員的定期評估是主席的責(zé)任。也就是說是依賴于主席進行評估。responsibility是個關(guān)鍵詞。

第十一題。第五段依然是講評估的方法，具體的過程?？崭竦那懊嬲f主席可以單獨會見董事局的每一個成員，或者是集體在一起談話。空格后面說這些可以詢問人們關(guān)于董事局主要任務(wù)以及委員會的工作進展情況的意見。ask for people’s opinion是個關(guān)鍵點，什么可以詢問人們的觀點?調(diào)查。選D，questionnaires是個關(guān)鍵的暗示：或者，也許可以給經(jīng)理們分發(fā)調(diào)查問卷，形成未來討論的基礎(chǔ)。

第十二題，這一空前面說有調(diào)查顯示對董事局成員進行評估的方法有所改善?？崭窈竺鎭砹艘粋€疑問，提出沒有人評估主席?？梢姷谑}有轉(zhuǎn)折的意思，選E，有關(guān)鍵的連詞however,而且E的one issue remains，正好對應(yīng)最后一段最后一句話的一個問題。內(nèi)容上也吻合。

BEC真題二

HOW TO MARKET YOURSELF

We manage our own careers now. So knowing how to brand and position yourself in the market as 'Me plc' at different stages of your working life is becoming an increasingly vital skill. At least that is what image expert Mary Spillane believes. 'Employment as we know it is decreasing. Jobs don't exist, work exists. In the next decade most of us will be suppliers, not staff. We will have clients not bosses. If you are under 30, you probably know that there is only one firm to join for life: Me plc. It promotes you and your potential to others.'

'We're working in multi-national, multicultural, multi-corporate teams and it's important to understand the implications of this. We need to create a personal brand that is unique, but complements the brand of the corporation we are working for. You have to find a way to do it so that you are not just a typical employee,' advises Spillane. 'You have to decide what central values you want to project, and also what may need to alter from situation to situation.'

Many people only remember Mary Spillane for the years she spent running a cosmetics company, but she actually has masters degrees in information science and politics. She used to hide that hard-hitting side, but is now eager to show it and forget about cosmetics. 'Now that I'm working in the boardrooms of major plcs and global companies, I'm playing up my degrees and management background so that the image side is seen only as an addition to the value side,' says Spillane.

Some contracts take longer than others. 'The City law firms I'm currently working for are really difficult because they don't have any idea of what their brand should be, and are still very traditional even when talking about becoming modern. I'm showing them how to do everything from changing their reception areas -which tend to be very off-putting with their high-fronted reception desks - to how to make small talk that is less formal and rigid. Companies rebrand themselves all the time, spending millions on new office interiors and so on. But without an underlying change of attitudes, it can prove an empty exercise.'

She argues that for individuals too, there must be more than a surface change, as rebranding goes deeper than a mere change of wardrobe. Beyond advice on appearance, she tells clients, 'Remind yourself of what you are selling: the personal values that comprise your brand. Learn to present yourself in a way that will project what you want to deliver. Lifelong learning is essential, together with the sort of discovery and adventure that promote personal growth. Always have an up-to-the-minute CV ready to print out, refreshing it every few months with your most recent achievements, just to remind others of your brand value.'

She believes it is essential that you understand both your public self and your private self, as well as your blind spots and your potential, in order to create an effective brand. The public self is the image you project to the world, the private self is what you know about yourself but others don't, arid blind spots are those things that others see about you but you can't see for yourself. By deciding what image you want other people to see, emphasising more of your private self and sorting out a few blind spots, you will increase not only your potential to influence others, but also your self-esteem and self-confidence.'

13 In the first paragraph, Mary Spillane says people should learn how to market themselves because

A it encourages companies to give them a job for life.

B in the future it will be a company requirement.

C in many careers it is becoming difficult to succeed.

D it will help them adapt to developments in the job market.

14 Spillane says that, when creating a personal brand, it is important to

A change things depending on the circumstances.

B decide what image people would like you to present.

C make sure that colleagues feel at ease with your image.

D follow the example of someone in the company you work for.

15 What do we learn about Spillane in the third paragraph?

A She is embarrassed about her career with a cosmetics company.

B She doesn't like talking about her academic background.

C She has qualifications many people are unaware of.

D She worries about how other people see her.

16 Which problem does Spillane refer to when talking about the companies she is presently working with?

A They find it difficult to accept her ideas.

B They are unaware of how to rebrand themselves.

C They don't want to spend large amounts of money.

D They are unwilling to modernise their work environment.

17 When advising people on rebranding themselves, Spillane tells them to

A attend courses to gain specialist skills.

B update regularly their written proof of what they can do.

C try out different ways of presenting themselves to others.

D remember that what they look like is the most important point.

18 Spillane says that, in order to rebrand yourself successfully, it is important to

A ask for other people's opinions about your image.

B feel confident about what you are trying to achieve.

C learn how to make use of all aspects of your character.

D model yourself on people with a certain amount of influence.

《How to market yourself》，怎樣開發(fā)你自己。這篇文章主要是一個專家(Mary Spillane)對個人在職業(yè)生涯中的一些建議，包括怎么定位、怎樣正確認(rèn)識自己等等。很實用很中肯的一篇文章。看來這國外的專家并不也是夸夸其談之輩啊。

13題，問第一段Mary Spillane認(rèn)為人們應(yīng)該學(xué)會開發(fā)他們自己的原因是什么。第一段里這個專家認(rèn)為就業(yè)機會在減少，job不存在了，存在的是work，在未來十年所有人都將成為才華和能力的提供者(supplier)，而不是員工(staff)，老板將變成自己的客戶。從專家的這段話可以看出她認(rèn)為人們應(yīng)該學(xué)會開發(fā)自己的原因是適應(yīng)就業(yè)市場的發(fā)展，也就是D答案所說的。A在原文沒有提到，B的理解有誤，原文說there is only one firm to join for life: Me plc。生活中只有一個值得加入的公司：自我公司。這句的意思還是說人們要學(xué)會開發(fā)自己，而不是將來有公司需要。C在原文中也沒有提到。

14題，問在創(chuàng)造個人品牌的時候，很重要的是什么。答案是第二段的最后一句：You have to decide what central values you want to project, and also what may need to alter from situation to situation.你必須決定自己要建立的中心價值什么，同時還有哪些是需要隨著環(huán)境的改變而改變的。A的表述正確，根據(jù)環(huán)境來改變事情。B不對，不是說決定人們想要你呈現(xiàn)的形象，而是自己決定自己想要建立的中心價值。C、D在原文都沒有提到。

15題，問第三段可以了解到Spillane的什么事。第三段介紹說這個女人曾經(jīng)經(jīng)營過一家化妝品公司，但其實她還擁有信息科學(xué)和政治的碩士學(xué)位。當(dāng)在化妝品公司的時候她試圖把學(xué)歷的一面深藏不露，但是現(xiàn)在換了一家公司，她迫不及待的想將這一面給展現(xiàn)出來。從這些可以看出這個女人的思路：需要哪一面就表現(xiàn)哪一面。15題的答案是C：她擁有的素質(zhì)很多人都不知道。A不對，沒有提到尷尬，B不對，在適當(dāng)?shù)臅r候才會去談?wù)撟约旱膶W(xué)歷背景，D在原文也沒有提到。

16題，問Spillane指出了現(xiàn)在工作公司的什么問題。答案是第四段的這么一句：they don't have any idea of what their brand should be, and are still very traditional even when talking about becoming modern.對于自己的品牌應(yīng)該是怎么樣的他們沒有任何概念，同時在談到變得現(xiàn)代時依然很傳統(tǒng)。這一段是講這個公司在轉(zhuǎn)變時的一些問題，他們投入了巨大的財力想重新樹立自己的品牌，但是沒有一個深層次的態(tài)度的轉(zhuǎn)變，是很難有實效的。答案是B，不知如何重新樹立自己的品牌。A不對，沒有說不愿意接受，C不對，公司投入巨大，D不對，不是不愿意現(xiàn)代化，而是不知道怎么現(xiàn)代化，說要現(xiàn)代化還是顯得很傳統(tǒng)。

17題，問對于想要重新樹立自己品牌的個人，Spillane的建議是什么。答案是第五段的最后一句：Always have an up-to-the-minute CV ready to print out, refreshing it every few months with your most recent achievements時刻要有一個準(zhǔn)備打印的最新的簡歷，每隔幾個月用你最新的成績來更新一次。總結(jié)起來就是B選項所說的“固定更新關(guān)于自己能做什么的書面證明”。

18題，問為了能成功的重新樹立自己的個人品牌，很重要的是什么。最后一段強調(diào)了人應(yīng)該了解自己的幾個方面：公我(public self)、私我(private self)、盲點和潛力,并且分別介紹了四種方面的含義。答案是這么一句，需要提煉總結(jié)：By deciding what image you want other people to see, emphasising more of your private self and sorting out a few blind spots。更多的強調(diào)私我，并且挑選出一些盲點?？偨Y(jié)起來就是B所說的：學(xué)會怎樣全面利用自己性格的各個方面。

理解一下D選項一個詞組的含義：model yourself on(after) somebody：to try to be like someone else because you admire them最后說點不是題外話的題外話。

這篇文章其實并不難，但是很有實用價值。某些地道的商務(wù)英語表述可以用在口語里，而更具意義的是，這篇文章里提到了一些關(guān)于個人職業(yè)的建議，很中肯，值得人參考。

1、jobs don't exist, work exists. In the next decade most of us will be suppliers, not staff. We will have clients not bosses.

這是一種比較新穎的工作觀，不應(yīng)該把自己看做是給老板打工的。每個人都是自己的老板，出售自己的才學(xué)和能力，老板只是自己的客戶。有了這樣的心態(tài)，人在工作中就會變得積極主動。不過有一點，客戶的質(zhì)量一定要好好把關(guān)啊。

2、You have to decide what central values you want to project, and also what may need to alter from situation to situation.

樹立屬于自己的品牌，并且相機而動。

3、Remind yourself of what you are selling: the personal values that comprise your brand. Learn to present yourself in a way that will project what you want to deliver.

一個企業(yè)要想立足商界需要核心價值，同樣的，一個人要立足社會也需要核心價值。關(guān)鍵在于你如何定位自己。找準(zhǔn)了定位，就不會迷失方向。

BEC真題三

1 the contact between coach and employee not solving all difficulties at work

2 the discussion of how certain situations could be better handled if they occur again

3 a coach encouraging an employee to apply what has been taught to routine work situations

4 coaching providing new interest to individuals who are unhappy in their current positions

5 coaching providing a supportive environment to discuss performance

6 employees being asked to analyse themselves and practise greater self-awareness

7 coaching enabling a company to respond rapidly to a lack of expertise in a certain area

Coaching

A

Coaching involves two or more people sitting down together to talk through issues that have come up recently at work, and analysing how they were managed and how they might be dealt with more effectively on subsequent occasions. Coaching thus transfers skills and information from one person to another in an on-the-job situation so that the work experience of the coach is used to advise and guide the individual being coached. It also allows successes and failures to be evaluated in a non-threatening atmosphere.

B

Coaching means influencing the learner's personal development, for example his or her confidence and ambition. It can take place any time during an individual's career. Coaching is intended to assist individuals to function more effectively, and it is a powerful learning model. It begins where skills-based training ends, and helps individuals to use formally learnt knowledge in day-to-day work and management situations. Individuals being coached are in a demanding situation with their coach, which requires them to consider their own behaviour and question their reasons for doing things.

C

The coach professionally assists the career development of another individual, outside the normal manager/subordinate relationship. In theory, the coaching relationship should provide answers to every problem, but in practice it falls short of this. However, it can provide a space for discussion and feedback on topics such as people management and skills, behaviour patterns, confidence-building and time management. Through coaching, an organisation can meet skills shortages, discuss targets and indicate how employees should deal with challenging situations, all at short notice.

D

Effective coaches are usually those who get satisfaction from the success of others and who give time to the coaching role. Giving people coaching responsibilities can support their development, either by encouraging management potential through small-scale one-to-one assignments, or by providing added job satisfaction to managers who feel they are stuck in their present jobs. A coach is also a confidential adviser, accustomed to developing positive and effective approaches to complex management, organisational and change problems.

這篇文章講的是培訓(xùn)(coaching)的作用。培訓(xùn)對一個公司的發(fā)展和員工的成長都是至關(guān)重要的。文章的內(nèi)容比較泛，但是題目的答案比較明顯。

第一題，教練和員工之間的接觸不能解決工作中的所有困難。答案是C段的這么一句：In theory, the coaching relationship should provide answers to every problem, but in practice it falls short of this.理論上，培訓(xùn)可以提供所有問題的答案。但是實踐中達不到這樣。Fall short of是關(guān)鍵詞。

第二題，討論某些情況如果再度出現(xiàn)的話怎么樣可以處理的更好。答案是A段的這么一句：analysing how they were managed and how they might be dealt with more effectively on subsequent occasions.分析應(yīng)該如何進行處理并且在接下來的情況下怎樣可以處理的更有效。這里的dealt with more effectively對應(yīng)于題干中的better handled，on subsequent occasions.也就是occur again。

第三題，教練鼓勵員工將所學(xué)應(yīng)用到日常的工作中。答案是B段的這么一句：helps individuals to use formally learnt knowledge in day-to-day work and management situations.幫助個人將學(xué)到的正式知識用在日常工作和管理情況下。這里的day-to-day work and management situations就是題干中的routine work situations，what has been taught也就是formally learnt knowledge。

第四題，培訓(xùn)為在現(xiàn)有崗位上不高興的個人提供了新的興趣。答案是D段的這么一句：providing added job satisfaction to managers who feel they are stuck in their present jobs。對感覺自己在現(xiàn)有崗位上受困的經(jīng)理們提供附加的工作滿足感。這里的stuck in their present jobs就是題干中的unhappy in their current position，added job satisfaction可以對應(yīng)于題干中的new interest。

第五題，培訓(xùn)提供了一個有力的、支持性的討論工作表現(xiàn)的環(huán)境。答案是A段的：It also allows successes and failures to be evaluated in a non-threatening atmosphere.它允許成功和失敗在一個沒有威脅的氣氛下被評估。成功和失敗也就是performance，supportive environment可以對應(yīng)于non-threatening atmosphere。

第六題，員工被要求分析他們自己并且培養(yǎng)出更強的自知。有必要理解下self-awareness的含義，不能簡單的從中文理解成自我意識，看英文解釋：knowledge and understanding of yourself。所以答案是B段的這么一句：requires them to consider their own behaviour and question their reasons for doing things.要求他們考慮自己的行為并且思考這么做的理由。consider their own behaviour可以對應(yīng)于題干中的analyse themselves，思考這么做的理由也是為了進一步增進對自己的認(rèn)識。

第七題，培訓(xùn)可以使得公司對某個領(lǐng)域的技術(shù)缺失迅速做出反應(yīng)。答案是C段的最后一句：indicate how employees should deal with challenging situations, all at short notice.指出員工怎樣處理有挑戰(zhàn)性的情況，在短時間內(nèi)。At short notice是一接到通知就，短時間內(nèi)的意思,可以對應(yīng)這一題的respond rapidly，challenging situations可以指代題干中的a lack of expertise in a certain area.

BEC真題四

1 In order to complete a task well, it may not be necessary to deal with every detail.

2 If you have too much to do, you may need toturn down work in the future.

3 Any planning activity needs to take place on a regular basis.

4 You should avoid giving additional time to a particular task.

5 It is possible that some routine tasks do not need to be carried out.

6 If you are overloaded with work, it is important to identify the cause.

7 People at all levels perform time-wasting activities.

Successful Time Management

A

The secret of avoiding work pressure is thinking ahead. Every day you need to review your progress towards objectives and decide how you can best use the time available to make further progress. You may find this is best done at the start of your working day but some people prefer to have a planning session just before they finish. Whichever you select - and you may need to experiment to find what suits you best-find some way of fitting the activity into your schedule. Never say, 'I don't have time to plan today'.

B

Managers at all levels occasionally find they have taken on more than they can cope with. This is not a crime, but you must examine the reasons for such a situation and then plan a course of action. Until the problem is resolved, most of your time and energy will go into worrying about the situation and you will feel unmotivated. Think too about how to prevent it happening again. This may require you to be firm and avoid agreeing to more than is realistic.

C

If a review of your working practices shows that you are too much of a perfectionist, do something about this. Modern definitions of quality refer to Witness for purpose'. If you bear this in mind, you may find it easier to persuade yourself to settle for an acceptable level of quality rather than perfection. When thinking about objectives and planning how to achieve them, consider how thoroughly you need to do something in order to meet your requirements. Unless you have spare time, do not spend extra hours on an activity in an effort to cover absolutely everything.

D

If your review of a period of time shows that you are spending time on things that are not really necessary or important, then think hard about whether you can afford this time. Many people file unnecessary papers and attend endless, unproductive meetings. Even top managers can be guilty of misdirecting their efforts by supervising subordinates too closely or failing to delegate. If you question the necessity of certain work, you may find it easier to avoid these misdirected efforts and this will better inform your planning in the future.

《Successful Time Management》，成功的時間管理。文章針對怎么利用時間、提高工作效率提出了一些建議。

第一題，為了完成好一個任務(wù)，沒有必要處理每一個細(xì)節(jié)。答案是C段的最后一句話，而且這句話同時是第一題和第四題的答案所在：Unless you have spare time, do not spend extra hours on an activity in an effort to cover absolutely everything.除非你有空閑的時間，否則不要在一件事情上花費額外的時間去努力涉及到所有事情。cover absolutely everything可以對應(yīng)于deal with every detail。

第二題，如果你有很多要做的，也許需要拒絕以后的工作。答案是B段的最后一句，有點繞：This may require you to be firm and avoid agreeing to more than is realistic.這需要你變得堅定，避免答應(yīng)超出現(xiàn)實的工作。more than is realistic，也就是眼前無法完成的工作，即work in the future。

第三題，任何計劃行為都需要建立在一個有規(guī)律的基礎(chǔ)上。答案在A段。A段整個就是講的計劃的重要性，有計劃，才能合理安排時間。中間說有人喜歡在每天開始的時候計劃，有人喜歡在結(jié)束前。答案是這么一句：you may need to experiment to find what suits you best-find some way of fitting the activity into your schedule.你必須去試驗尋找到最適合你的——尋找將這個活動融入到你的時間表的某種方法。要讓計劃融入進你的時間表，也就是說計劃要成為你的日程的固定部分，即題目說的take place on a regular basis。

第四題，在第一題已經(jīng)說了，C段的最后一句，extra hours可以對應(yīng)于additional time。

第五題，可能有些例行的任務(wù)不需要被執(zhí)行。答案是D段的第一句：If your review of a period of time shows that you are spending time on things that are not really necessary or important, then think hard about whether you can afford this time如果回顧某段時間發(fā)現(xiàn)你在一些并不是真正必要或者重要的事情上花費了時間，那么你需要仔細(xì)考慮這次你是否花的起。言下之意，有些things that are not really necessary or important(some routine tasks)可以不必花時間做(do not need to be carried out)。

第六題，如果你覺得自己工作負(fù)擔(dān)過重，那么查明原因很重要。答案是B段的這么一句：This is not a crime, but you must examine the reasons for such a situation and then plan a course of action。examine the reasons可以對應(yīng)于identify the cause。

第七題，各個等級的人都會進行浪費時間的活動。答案在D段，需要提煉。D段整個講的都是不要把時間浪費在不必要的事情上。前面說不要干一些routine task，后面說頂端的經(jīng)理們也會誤用他們的努力。最后一段盤點了很多人，前面的many people，后面的even top manager，和在一起就是題目說的people at all levels。不管是routine task，還是misdirecting their efforts，都是time-wasting activities。

BEC真題五

1 SunTours runs a risk by selling similar holidays to customers in different income brackets.

2 It is worth offering holidays at a discount to increase the number of bookings.

3 SunTours needs to reflect on its marketing methods if it wants to boost repeat custom.

4 It would be a good idea to sell holidays to locations which other promoters have ignored.

5 SunTours has been disadvantaged by its approach in the past.

6 In certain locations, SunTours may be able to negotiate more favourable contracts.

7 There is an alternative to discount holidays that would be more satisfactory for SunTours' customers.

Four market experts offer advice to SunTours, the middle-market tour operator

A Robert Worth

Marketing to a wider audience could lead to more people buying direct from SunTours rather than going through travel agents, and the consequent reduction in agents' commissions might boost company profits. Towards the end of the season, reducing the cost of holidays would attract last-minute customers, thus avoiding any possible loss on unfilled accommodation and flights. The company could also increase profits by selling more specialised holidays here in Britain, perhaps by offering breaks at historic sites and coastal destinations.

B Steven Worrel

Whether it's worth discounting surplus holidays is an arguable point, as it not only cuts into profits, but also results in budget-conscious holidaymakers being put next to SunTours' more affluent customers, thus damaging the brand. It may seem attractive at first because of tight margins, but SunTours should think twice before taking up this option. Currently, SunTours is planning to sell higher-margin holidays to previously 'unmarketed' destinations for which demand is greater than supply. It is likely that accommodation providers in these emerging holiday destinations will be more flexible when it comes to setting terms. The firm should go ahead with this policy.

C Ursula Capalbo

Good risk management and higher sales can guarantee higher profits. Although SunTours has always been averse to planning, the company would in fact benefit from a risk model that forecasts the impact of discounting on cash flow and profitability throughout the year. SunTours would then be able to change direction when things go wrong, as they inevitably do from time to time. Diversification can increase rather than spread risk, so caution is needed as the company enters regions where facilities for tourists are not yet fully developed. Targeting customers nearing retirement age, whose disposable income and leisure time are increasing, would be ideal.

D Gillian Wilmot

SunTours knows that good relationships with customers is the key to success in the travel business. With this in mind, the company should consider that brochure mailings, unlike electronic communications, can attract customers and maximise year-round opportunity. They encourage summer tourists to take another break and can even be used to send a thank-you letter to returning customers. Selling holidays at a reduced price is definitely not a sensible option. A better choice would be value-added promotions which can improve profitability and build on SunTours customers' desire for high-quality service.

四個專家分別對一個度假公司的發(fā)展給出了自己的意見。怎么鎖定目標(biāo)客戶，怎么定價，怎么打折，都是一門學(xué)問。題目信息稍微有些隱晦。話說這個BEC閱讀的第一部分，普遍難度不是很大，可個別題目一旦含蓄起來，也是很難在文章中找到答案的影子的。

第一題，通過將同樣的假日出售給不同收入層次的客戶是有風(fēng)險的。這題的答案夠隱晦的，而且不是特別的對應(yīng)。答案是B段開頭的一段話。說該不該將多余的假期打折，是一個有爭議的點。這樣會導(dǎo)致一些注重預(yù)算的人被放在了SunTours’的一些更富裕的客戶旁邊，從而將品牌給毀了。注重預(yù)算的(budget-conscious)和更富裕的(more affluent customers)是兩種不同的收入人群，也就是different income brackets，damaging the brand，毀壞了品牌，言下之意，這么做是有風(fēng)險的，即runs a risk。

第二題，說值得提供打折假期來增加預(yù)定的數(shù)量。答案是A段的這么一句：Towards the end of the season, reducing the cost of holidays would attract last-minute customers, thus avoiding any possible loss on unfilled accommodation and flights。減少假日的開銷可以吸引最后的客戶，從而避免空余的住宿和飛行帶來的損失。Unfilled accommodation，沒有被預(yù)定的住宿，對應(yīng)于題目中的booking。

第三題，如果想要增加回頭客，SunTours需要反思它的市場策略。答案在D段，需要提煉：the company should consider that brochure mailings。They encourage summer tourists to take another break and can even be used to send a thank-you letter to returning customers.先說公司應(yīng)該考慮郵寄宣傳冊，接著說他們可以鼓勵暑假的游客去休另一個假期甚至可以用來給回頭客發(fā)送感謝信。后面的句子整個說的就是如何boost repeat customer，前面的consider brochure mailings是具體說明如何思考市場策略(reflect on marketing methods)

第四題，說賣其他開發(fā)者忽略的地方的假期將會是一個不錯的點子。答案是B段的這么一句：SunTours is planning to sell higher-margin holidays to previously 'unmarketed' destinations for which demand is greater than supply。計劃出售先前沒被開發(fā)的地方的更高利潤的假期，在那里供不應(yīng)求。Unmarketed destination也就是other promoters have ignored。在供不應(yīng)求的地方做生意，但是是a good idea。