剑桥商务英语中级模拟8

剑桥商务英语中级模拟8

READING

PART ONE

·Look at the statements below and a passage about leadership on the opposite page.

·Which section (A, B, C, orD. does each statement 1—7, refer to?

·For each statement 1—7, mark one letter (A, B, C, orD. on your Answer Sheet.

·You will need to use some of these letters more than once.

A

The difference between being a manager and being a leader is simple. Management is a career. Leadership is a calling. You don't have to be tall, well-spoken and good looking to be a successful leader. You don't have to have that "special something" to fulfill the leadership role.

B

What you have to have is clearly defined convictions—and, more importantly, the courage of your convictions to see them manifest into reality. Only when you understand your role as guide and steward based on your own most deeply held truths can you move from manager to leader.

C

Whether the group you oversee is called employees, associates, co-workers, teammates or anything else, what they are looking for is someone in whom they can place their trust. Someone they know is working for the greater good—for them and for the organization. They're looking for someone not only that they can—but that they want to—follow.

D

Because it is only when you have followers—people who have placed their trust in you—that you know you have moved into that leadership role. And the way you see it is that your organization is transcending all previous quality, productivity, innovation and revenue achievements. You're operating at such a high level of efficiency that you're giving budget back to the corporation—and you're still beating your goals.

1、The author's attitude towards the difference between a manager and a leader

2、Someone the group want to follow

3、Difference between a manager and a leader

4、The qualifications of being a leader

5、The leader must be a person who works for the employees and the organization

6、Only when you have followers can you be a leader

7、Under your leading, the organization has got great achievements PART TWO

·Read the article below about Successful Marketing.

·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.

SUCCESSFUL MARKETING

After all, you plan to make money by selling a product or a service or both. The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. Something about your offering must be inherently interesting or you wouldn't be putting it up for sale. In Mother Nature breakfast cereal, it is the high concentration of vitamins and minerals.

Always remember that people buy benefits, not features. People do not buy shampoo; people buy great-looking or clean or manageable

hair. 8 Mothers of young kids do not buy cereal; they buy nutrition, though many buy anything at all they can get their kids to eat—anything. So find the major benefit of your offering and write it down. It should come directly from the inherently dramatic feature. 9

There is a world of difference between honesty and believability. You can be 100 percent honest (as you should be) and people still may not believe you. You must go beyond honesty, beyond the barrier that advertising has erected by its tendency toward exaggeration, and state your benefit in such a way that it will be accepted beyond doubt. The company producing Mother Nature breakfast cereal might say, "A bowl of Mother Nature breakfast cereal provides your child with almost as many vitamins as a multi-vitamin pill." 10 The word almost lends believability.

People do not pay attention to advertising. They pay attention only to things that interest them. And sometimes they find those things in advertising. So you've just got to interest them. 11 I'm sure you' re familiar with

advertising that you remember for a product you do not remember. 12 But you can prevent yourself from falling into that trap by memorizing this line. Forget the ad, is the product or service interesting? The Mother Nature company might put their point across by showing a picture of two hands breaking open a multivitamin capsule from which pour flakes that fall into an appetizing-looking bowl of cereal.

A This statement begins with the inherent drama, turns it into a benefit, and is worded believably.

B And while you're at it, be sure you interest them in your product or service, not just your advertising.

C People do not buy cars; people buy speed, status, style, economy, performance, and power.

D Something about your offering must be inherently interesting or you wouldn't be putting it up for sale.

E And even though you have four or five benefits, stick with one or two at most.

F Many advertisers are guilty of creating advertising that's more interesting than whatever it is they are advertising.