资源描述
Test 3PART ONEQuestions 1-7Look at the statements below and the advice of four market analysts about a companys future strategy on the opposite page.Which analysts advice (A, B ,C or D)does each statement!-? refer to ?For each statement 1-7, mark one letter (A, B ,C or D) on your answer sheetYou will need to use some of these letters more than once.Example:0 It would be inadvisable for Dexter to extend its range of products at this time.0A B C D Example:0ABCDEF GZZ=CZZEZZi=i miA Liking what they saw, they put in a bid, in fierce competition with at least five other financial institution.B Despite this, and although he is one of the relatively few to have prospered, he feels that his position is far from secure.C Gradually, though, as the new structure took shape, the bank began to feel like a modern company with an exiting future.D Young employees were given responsible positions, including Miroslav, who was put in charge of a departmentE The bank has, in effect, become a financial supermarket, where customers can purchase the services they need off the shelf.F They decide that it was the right moment to exploit this area of weakness.G With a client base restricted to national corporations, for whom it financed overseas trade, the P-STB put its success down to reliability and conservatism.PART THREEQuestion 13 - 18Read the article below about careers in childrens book publishing and the questions on the opposite page.For each question 13-18, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose.Leading from the TopCatherine Bauer looks at career development in childrens book publishingTo get on in the world of childrens book publishing one needs to be bright, nice and not ambitious9. Those are the words of a 37-year-old manager who is thinking about leaving the industry. Managers in other industries would, by that age, be striving towards greater leadership challenges and rewards, while Human Resources departments would be doing all they could to prevent hungry competitors from getting hold of experienced and talented employees. Maintaining successful corporations and happy shareholder is, after all, dependent on using the talents and experience of ones staff, not on being nice.Career progression in the childrens sector of publishing seems to be determined almost by luck rather than a proper career structure of assessment of employees, competencies, Sarah Carter, for example, started her career as an assistant in the customer service department at William Davis Publishing. She only became aware of a vacancy in public relations because her department was on the same floor as the publicity office. I had already been promoted to manager in my department, but realized that any career development there would be limited. I decided to move sideways in PR, which was also where I felt my skill were more suited. I was lucky a position came up within the company/Across the publishing houses, staff training or development is generally dependent on the approach taken by your immediate boss. Virginia Couttts, editorial director at Prodigy Publications, says, This is fine, if you happen to have one who is effective. When I started at Prodigy I worked for Roger Gibbons. I was in childrens fiction, but he also gave me some work on picture books and non-fiction, and that meant I gained experience in a range of areas. He also made sure that new people didnt come in, train and then move on. And it wasnt a question of being here for the three years or so before you got promoted/Not everyone has a similar experience with their manager, but this is not surprising when one considers that few managers have themselves had any structured training. Mark Harlock, marketing manager at TR publishers, says, My job change in management was completely unsupported - my requests for training took months, and by the time they were approved the need had passed. Yes, you learn on the job, but how much more constructive for all involved if it happens in a structured way. Surely this would speed up the learning curve?However, there are changes in the air. At Little Feet Publications, Barbara Foster has been overhauling the companys training and career structure so that all employee have regular appraisals. We are ahead of our competitors here at Little Feet, but even we are only beginning to scratch the surface. So far theres been little opposition to the appraisals, but theres still loads to do and the results will not become clear for a few years yet.Perhaps the industry should consider itself lucky to have so many dedicated managers who have, through a combination of chance and determination, successfully developed their careers in publishing. Clearly it now needs to review what is being done to develop, train and reward the next generation of bosses. Above all, the industry has to find more people with entrepreneurial spirit and push them into demanding roles rather than make them serve their time at a junior leave, But such changes can only come from the very top.13 The writer says that in comparison to publishing, other companiesA are more concerned with pleasing their shareholders.B are more focused on achieving their goals.C place greater importance on keeping their best managers.D work harder on interpersonal relationships.14 Sarah Carter changed her job with William Davis Publishing becauseA the Public Relations department made it clear they wanted her.B she saw more long-term potential in public relations.C she did not want to relocate to anther floor.D it represented a promotion for her.15 Virginia Coutts says that when she first started at Prodigy PublicationsA she intended to move on quickly.B she had a wide range of skills.C she had to do too many different jobsD she had a good line manager.16 What does Mark Harlock say about formal training?A It is faster than learning on the job.B It should be based on the trainees specific needs.C It is more often approved for managers than other employees.D It enables better working relationships to be built.17 In using the words scratch the surfaceline 24), Barbara Foster means that her actionsA have started something that will take a lot of work to complete.B have revealed big problems that she could not have foreseen.C may turn out to be unpopular with some employees.D may cause disputes with other publishers.18 In the final paragraph, the writer recommends that the publishing industry shouldA encourage managers to delegate minor matters more often.B put pressure on directors to change the way they work.C look for people with business flair and good ideas.D spend more time training existing managers.PART FOURQuestion 19-33The kind of promotion Dexter has relied on so far is unlikely to influence its target customers.2 Although Dexter can probably extend its range, finding enough capital will be difficult.3 Dexter needs to think carefully about the brand image of its products.4 Supplying niche retailers could give Dexter access to a new group of customers.5 Dexter should consider working with a company experienced in advertising on a largescale.6 Increasing the margin on the current range is an area Dexter should concentrate on.Read the advice below about the UK retail sector.Choose the best word or phrase to fill each gap from A. B. C or D on the opposite page.For each question 19-33 mark one letter (A. B. C or D) on your Answer sheet.There is an example at the beginning.The Retail SectorThe retail sector is one of the UKs biggest employment areas, accounting for one in nine of the (0).BIt is also one of the fastest growing 一 morethan a fifth of jobs (19) last year were in retail.Such rapid (20) inthe tightest labour market formore than a generation should be (21)up wages,but it is not. While the national (22)wage goes upby about 5% a year, in retail it goes up by 3.5%.The consequences of low wages and far from brilliant conditions is rapid staff turnover. About half the staff employed in retail leave every year. This (23) isway above even those sectors such as nursing, which are said to be in a recruitment (24) Partof theproblem is that the employers themselves are under considerable financial (25) Retail is suffering along-term slide independent of the (26)and fallsof the economy. One of the reasons for this is consumer expectations. With the growth of e-commerce, customers look for bigger and better bargains and insist on (27)for money.There are some pluses for employees, however, low wages and high turnover make retail a youthful sector. Real managerial (28) can be attained by themid-20s, so school-leavers or recent graduates need only wait a short time before gaining promotion. And despite the problem, the retail sector does, on occasion, (29) someof the more progressivecareer (30)programmes. The supermarket chainRobertson, for example, has a community service scheme that trains staff in team-building through work on neighborhood projects. And clothes retailer P&R has an impressive (31) when it comes toemploying older people. It pursues a (32),ofemploying mature people with long (33) oftheproducts, as it believes they provide better customer service.Example;A company B workforceCpers D organization0ABCD| ll l19 AmadeBformedCcreatedDappointed20 AexpansionBincreaseCadditionDextension21 AgettingBpushingCturningDgiving22 AnormalBmediumCaverageDcommon23 AfigureBsumCdataDcalculation24 AemergencyBdisasterCtroubleDcrisis25 AweightBforceCpowerDpressure26 AclimbsBrisesCincreasesDadvances27 AadvantageBbenefitCworthD value28 AcareBresponsibilityCdutyDreliability29 AcauseBpresentCproduceDbring30 Adevelopment BoutcomeCcontinuationDprogress31 AreportBdistinctionCcreditDrecord32 ApolicyBcodeCprocedureDtheory33 AknowledgeBcontactChistoryDexperiencePART FIVEQuestions34-45Read the book review below.In most of the lines 34-45 there is one extra word It is either grammatically incorrect or does not fit in with the meeting of the text . Some lines, however, are correct.If a line is correct, write CORRECT on your Answer Sheet.If there is an extra word in the line, write the extra word in CAPTAL LETTERS on your Answer Sheet.The exercise begins with two examples.(O) and (00).Examples;0CORRET00ONAdvertising for the Small BusinessBy Nick DawsGood communication with existing and potential customers is at the heart of00 successful business. That is one reason why advertising should, and does, play on such34 an important role in so many organizations itself. However, for the small business, unfamiliar35 with or inexperienced at using advertising, the investment can seem uncertain. Unlike36 to their counterparts in larger companies, with sizeable marketing departments and37 professional advertising agencies, no managers in smaller firms often find themselves38 facing a range of decisions about which campaign objectives and strategy, creative content39 budgets and media choice. The list goes on. That is why I was pleased about to read40 Nick Daws9 guide to the world of marketing communications. I use this phrase rather than41 advertising because the book goes beyond of the weekly display advertisements in the local42 paper. It also covers sales promotion, direct mail, point-of-sale and PR, all whose components of43 the marketing mix that can be easily overlooked, but which are in fact resulting highly effective.44 It also provides clear and comprehensive advice on the development of strategy, thus ensuring45 that careful reader will succeed avoid the costly mistake of rushed or ill-considered decisions.287 Dexters approach to doing business has enabled it to compete with larger companies.What next for Dexter?Dexters new shaving cream is a hit in the UK. The companys next challenges are to branch out into new products and to succeed in America. Four top analysts give their advice.A Joe HutchinsonFor Dexter the hardest part is yet to come. Many British companies fall in the U.S. and Dexter is, unsurprisingly, finding it tough. And whafs the sense in seeking cash for expansion into new product areas while having to support a loss-making American operation? There are more important things to do with the money, for example dealing with the companys low profitability-a 2% return on sales. It might well be time to look at a few cost headings.B Dan ValeroBreaking out of the shaving cream market should not be impossible for Dexter, but raising the money to launch the products is the real challenge. Dexter might seek a partner with the promotional skills needed for mass marketing, or focus on product development and franchising. They ought to consider whether they should continue to attack the American market, and, if so, they should seek a local partner. If control is a priority, the European market may be worth a look instead.C James SunderlandDexters entrepreneurship, which has helped it get a share of market previously dominated by two players, will be the key to further growth. The American market is particularly challenging, but a possible strategy is to target distributors to American retailers or a British-based subsidiary of an American parent. Another approach may be to form alliances with like-minded cult fashion or sports outlets and attract a slice of the U.S. market open to trying new products.D Melanie LeconteDexter intends to increase its market share, and one way of doing this is to introduce new products, perhaps aimed at women, into its existing range. However, its managers must be aware, that the womens grooming market is crowed, and that to extend here they must remain loyal to the values of their existing range while still grooving attractive to the new sector. They need to take a hard look at how to generate demand; so far its worked well through word of mouth but the average American buyer expects a huge advertising campaign.PART TWOQuestions8-12Read the article below about developments at a bank.Choose the best sentence from the opposite page to fill each of the gaps.For each gap 8-12, mark one letter (A-G) on your Answer Sheet.Do not use any letter more than once.There is an example at the beginning, (0).The Pan-Slavic Trading BankWhen Miroslav Novak started work as a graduate trainee, his employer, the Pan-Slavic Trading Bank (P-STB), was a state -owned bank specializing in export trade. Thought only the countrys fourth bank in size and turnover, it was well run and had a proven track record. (0).G Despiteitsinclusion in the governments programmeofprivatization, expansion or major change were not on the agenda.Today, ten years on,Miroslav has come a long way from his modest beginnings. Recently appointed director of the branch network, he now sits on the executive board. (8) Of particularconcern is the fact that the P-STB has become a retail bank, no longer dealing exclusively with large companies. This sector has, in fact, been downgradedtosecondary status, since the most important market is seen to be elsewhere.The new emphasis is onoffering a wide range of products to the general public. (9) When,this policy was first put forward, Miroslav and his colleagues doubted its feasibility. Since it was not part of their plans, however, and as success followed success, their doubting employee were forced to admit to having been mistaken.The source of the PSTBs change of direction was to be found abroad; the directors of a bank from Luxembourg had beenmonitoring the progress of the P-STB as it moved towards privatization. (10) After lengthynegotiations, including with government departments, the Luxembourg bank was successful and became the majority shareholder. The P-STB now found itself the subsidiary of a foreign bank.No time was wasted in flying in a team of managers from the parent company. No sooner had they arrived than major changes began to beimplemented. (11)This was exciting and challenging, but there was a high price to pay. The average working day increased from eight to twelve hours almost immediately, and several of the longer-serving staff were given early retirement. Those who remained felt extremely uncomfortable about the contrast in their fortunes.The next few months under new ownership wereextremelydemanding and Miroslav found little to beoptimistic about. (12)Miroslav grewto enjoy the demands made on him, and before long was promoted to his present position, with responsibility for converting all he branches in the network to retail banking. He spends less time than he would like with his family, and still misses former colleagues, but the work itself is more satisfying than he could ever have imagined.
展开阅读全文