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商務(wù)英語(yǔ)初級(jí)閱讀理解真題
面對(duì)英語(yǔ)考試，考生在備考過(guò)程中要盡可能地多去練習(xí)一些真題。下面是小編為大家整理的一篇商務(wù)英語(yǔ)初級(jí)閱讀理解真題，希望對(duì)大家有所幫助。
商務(wù)英語(yǔ)初級(jí)閱讀理解真題
推銷(xiāo)產(chǎn)品 Presenting Your Product
Jennifer要帶加拿大客戶(hù)Bob Mckenzie先生和Andrea Lloyd小姐參觀公司的新產(chǎn)品。他當(dāng)然要借此機(jī)會(huì)大力推銷(xiāo)這項(xiàng)新開(kāi)發(fā)成功的商品。如何利用短短一兩分鐘的時(shí)間引出對(duì)方最大的興趣，則得事先花費(fèi)一番心思了!
英文正文
Mr. Mckenzie, Mr. Lloyd, let me take you to our showroom. I think you’ll be interested in seeing some of our latest innovations in microwave ovens.
This is Action’s pride and joy, the Kitchen Master. It’s only a prototype but it’s a prime example of our future line of smart products. We are all very excited about this oven. In trial runs, this product has performed very well.
Its main design feature, and key selling point, is the "Correct Cook" option, which uses a sensor to see if the dish has been properly cooked through and through. Basically, "Correct Cook" makes it virtually impossible to over or under cook food. You won’t find this feature in any other microwaves.
You must admit this type of feature will appeal to the many microwave users in the West. We at Action are convinced that smart products like the Kitchen Master are the wave of the future.
中文翻譯
Mckenzie先生、Lloyd先生，讓我?guī)Ф坏轿覀兊恼故臼覅⒂^。我想你們一定很想看看本公司最新型的微波爐。
這是‘大廚師’，本公司引以為傲的產(chǎn)品。您現(xiàn)在所看到的只是個(gè)初步的樣品，但它代表我們未來(lái)智能型產(chǎn)品線的主力。公司全體對(duì)這個(gè)微波爐都感到十分興奮，在試用的`時(shí)候，它表現(xiàn)得無(wú)懈可擊。
這項(xiàng)產(chǎn)品設(shè)計(jì)上的主要特色和賣(mài)點(diǎn)，是在它的‘真會(huì)煮’裝置;里面裝有一個(gè)感應(yīng)器，可探察食物究竟熟了沒(méi)有。所以基本上，有了‘真會(huì)煮’設(shè)計(jì)后，就不可能有食物煮得太爛或半生不熟的機(jī)會(huì)發(fā)生;這項(xiàng)特點(diǎn)是其它微波爐所沒(méi)有的。
兩位得承認(rèn)，這項(xiàng)特色對(duì)西方慣用微波爐的使用者，很具吸引力。Action公司也深信，像‘大廚師’這種智能型的產(chǎn)品，將會(huì)是未來(lái)的潮流趨勢(shì)。
劍橋商務(wù)英語(yǔ)初級(jí)閱讀理解習(xí)題 2
THE ART OF PERSUASION
Let me send you our brochure is probably the most commonly used phrase in business. But all too often, it can spell the end of a customer enquiry because many brochures appear to be produced not to clarify and to excite but to confuse. So what goes wrong and how can it be put right? Too often, businesses fail to ask themselves critical questions like, Who will the brochure be sent to? What do we want to achieve with it? The truth is that a brochure has usually been produced for no other reason than that the competition has one.
However, with a little research, it often transpires that what the client wants is a mixture: part mail shot, part glossy corporate brochure and part product catalogue - a combination rarely found. Having said that, the budget is likely to be finite. There may not be enough money to meet all three marketing needs, so the first task is to plan the brochure, taking into account the most significant of these. The other requirements will have to be met in a different way. After all, introducing the companys product range to new customers by mail is a different task from selling a new seasons collection to existing customers.
The second task is to get the content right. In 95 per cent of cases, a company will hire a designer to oversee the layout, so the final product looks stylish, interesting and professional; but they dont get a copywriter or someone with the right expertise to produce the text, or at least tidy it up - and this shows. A bigger failing is to produce a brochure that is not customer focused. Your brochure should cover areas of interest to the customer, concentrating on the benefits of buying from you.
Instead, thousands of brochures start with a history lesson, Founded in 1987, we have been selling our products .. I can assure you that customers are never going to say to themselves, Theyve been around for 20 years - Ill buy from them. Its not how long youve been in business that counts, its what youve done in that time. The important point to get across at the beginning is that you have a good track record. Once this has been established, the rest of the brochure should aim to convince customers that your products are the best on the market.
It is helpful with content to get inside the customers head. If your audience is young and trendy, be creative and colourful. As always, create a list of the benefits that potential customers would gain from doing business with you, for example, product quality, breadth of range, expertise of staff and so on. But remember that it is not enough just to state these; in order to persuade, they need to be spelt out. One possibility is to quote recommendations from existing customers. This also makes the brochure personal to you, rather than it simply being a set of suppliers photographs with your name on the front.
At the design stage, there are many production features that can distinguish your brochure from the run of the mill. You may think that things like cutouts or pop-ups will do this for you and thus make you stand out, or you may think they just look like designer whims that add cost. Go through all the options in detail. One of them might be that all-important magical ingredient.
13 What point does the writer make about brochures in the first paragraph?
A Customer expectations of them are too high.
B They ought to be more straightforward in design.
C Insufficient thought tends to go into producing them.
D Companies should ensure they use them more widely.
14 The writers advice to companies in the second paragraph is to
A produce a brochure to advertise new product lines.
B use a brochure to extend the customer base.
C accept that a brochure cannot fulfil every objective.
D aim to get a bigger budget allocation for producing brochures.
15 In the third paragraph, which of the following does the writer say would improve the majority of brochures?
A better language and expression
B better overall appearance
C more up-to-date content
D more product information
16 In the introduction to a brochure, the writer advises companies to focus on
A their understanding of the business environment.
B the range of products they offer.
C their unique market position.
D the reputation they have built up.
17 When discussing brochure content in the fifth paragraph, the writer reminds companies to
A consider old customers as well as new ones.
B provide support for the claims they make.
C avoid using their own photographs.
D include details of quality certification.
18 What does run of the mill in line 67 mean?
A eye-catching
B complicated
C stylish
D ordinary
答案解析：
《The art of persuasion》，勸說(shuō)的藝術(shù)。這里的勸說(shuō)(persuasion)帶點(diǎn)廣告的意思，是指怎么樣設(shè)計(jì)廣告手冊(cè)(brochure)才能吸引顧客，也就是勸顧客掏錢(qián)購(gòu)買(mǎi)產(chǎn)品。
第一段引出話題，說(shuō)廣告手冊(cè)常常設(shè)計(jì)得不合理，會(huì)把客戶(hù)弄糊涂，從而結(jié)束客戶(hù)的咨詢(xún)。很多企業(yè)并沒(méi)有思考一些關(guān)鍵性的問(wèn)題，比如想通過(guò)廣告手冊(cè)達(dá)到什么目的。通常企業(yè)設(shè)計(jì)廣告手冊(cè)的原因是競(jìng)爭(zhēng)對(duì)手擁有它。
13題問(wèn)第一段中作者對(duì)廣告手冊(cè)所做的觀點(diǎn)是什么。答案是后面幾句：businesses fail to ask themselves critical questions like….企業(yè)沒(méi)有問(wèn)自己一些關(guān)鍵性的問(wèn)題。從這段話可以看出，作者認(rèn)為企業(yè)在設(shè)計(jì)廣告手冊(cè)時(shí)的考慮是不周全的，沒(méi)有進(jìn)行深入思考。所以答案是C：設(shè)計(jì)他們時(shí)考慮得并不充分。A不對(duì)，沒(méi)有提到客戶(hù)的期望，只是說(shuō)廣告手冊(cè)可能會(huì)把客戶(hù)弄糊涂。B也不對(duì)，第一段并沒(méi)有提到design的問(wèn)題。D在原文中也沒(méi)有提到。這題稍微需要理解和概括。
第二段是講廣告手冊(cè)設(shè)計(jì)時(shí)的一些考量。開(kāi)頭先說(shuō)客戶(hù)需要的廣告手冊(cè)是一個(gè)混合體，很難找到。而往往客戶(hù)手冊(cè)的預(yù)算是有限的，所以設(shè)計(jì)時(shí)不可能滿足所有的市場(chǎng)需要，應(yīng)該優(yōu)先考慮最關(guān)鍵的部分。
14題問(wèn)作者在第二段中對(duì)公司的.建議是什么。原文說(shuō)的很明白：There may not be enough money to meet all three marketing needs, so the first task is to plan the brochure, taking into account the most significant of these.不可能滿足所有的市場(chǎng)需要，所以?xún)?yōu)先考慮最關(guān)鍵的部分，其他的需要用另外的方式來(lái)滿足。理解了內(nèi)容不難選出答案是C：接受一個(gè)廣告手冊(cè)不可能滿足所有目標(biāo)的事實(shí)。
第三段緊接著第二段所說(shuō)的首要任務(wù)(first task)，提出了次要任務(wù)(second task)：把廣告手冊(cè)的內(nèi)容找準(zhǔn)。在95%的情況下，公司會(huì)雇人好好設(shè)計(jì)廣告手冊(cè)，但是卻不會(huì)找有相關(guān)技能的廣告文字撰稿人制作內(nèi)容，或者至少給收拾下。還有一個(gè)更大的失敗之處在于制作出的廣告手冊(cè)不是以客戶(hù)為中心的。廣告手冊(cè)應(yīng)該涉及到客戶(hù)感興趣的領(lǐng)域，集中在從你那購(gòu)買(mǎi)所能獲得的好處上。
15題問(wèn)作者在第三段說(shuō)怎么樣才可以改善大部分的廣告手冊(cè)。根據(jù)前面的內(nèi)容概括，很顯然答案在A和D之間。選A是根據(jù)題干中的the majority of brochures來(lái)的，原文中提到In 95 per cent of cases, a company will hire a designer to oversee the layout….. but they dont get a copywriter or someone with the right expertise to produce the text.在95%的情況下公司只注重設(shè)計(jì)而不注重表述內(nèi)容，這里的95 per cent of cases可以對(duì)應(yīng)the majority of brochures。get a copywriter or someone with the right expertise to produce the text，找一個(gè)有相關(guān)技能的廣告文字撰稿人來(lái)制作文字，也就是A所說(shuō)的更好的語(yǔ)言和表達(dá)。
第四段說(shuō)明了廣告手冊(cè)剛剛誕生時(shí)的一些情況�？蛻�(hù)更看重的不是企業(yè)所存在的時(shí)間，而是企業(yè)的名聲和所干的實(shí)事。所以在廣告手冊(cè)的起步階段，最重要的是企業(yè)要擁有一個(gè)良好的業(yè)績(jī)記錄。一旦這些建立起來(lái)了，廣告手冊(cè)就可以致力于讓客戶(hù)相信你的產(chǎn)品是市場(chǎng)上最好的。
16題問(wèn)在廣告手冊(cè)的引進(jìn)階段，作者對(duì)公司們的建議是什么。原文很明確：The important point to get across at the beginning is that you have a good track record.。通過(guò)這一階段最重要的是你必須有一個(gè)良好的業(yè)績(jī)記錄。也就是D選項(xiàng)所說(shuō)的公司要注重他們所建立起來(lái)的名聲。其他幾個(gè)選項(xiàng)都沒(méi)有提到。第五段說(shuō)的是廣告手冊(cè)內(nèi)容的一些注意事項(xiàng)。內(nèi)容中要包含與你做生意時(shí)可能獲得的一些好處。公司要對(duì)手冊(cè)上的聲明做詳細(xì)說(shuō)明。還可能引用現(xiàn)存客戶(hù)的一些建議。這些可以使得廣告手冊(cè)顯得很個(gè)人化，而不是堆砌供應(yīng)商的照片然后把自己的名字印在最前面。
17題問(wèn)第五段對(duì)廣告手冊(cè)內(nèi)容的討論中，作者的建議是什么。答案是原文的這么一句：it is not enough just to state these; in order to persuade, they need to be spelt out。僅僅只是聲明是不夠的，為了可以說(shuō)服，他們需要被詳細(xì)說(shuō)明。也就是B選項(xiàng)所說(shuō)的為所做的聲明提供支持。A和D沒(méi)有提到，C不對(duì)，不是說(shuō)避免使用他們的照片，而是說(shuō)不能僅僅只呈上他們的照片，還要有別的東西，比如客戶(hù)的建議。
最后一段是說(shuō)的設(shè)計(jì)階段的注意事項(xiàng)，需要具備哪些特征才能讓你的廣告手冊(cè)脫穎而出。18題要聯(lián)系上下文進(jìn)行理解，原文是說(shuō)“there are many production features that can distinguish your brochure from the run of the mill.”有很多生產(chǎn)特征能讓你的廣告手冊(cè)區(qū)別于其他的，后文有一個(gè)make you stand out，理解這里的含義，就是要和普通的一般的廣告手冊(cè)相區(qū)分。所以選擇ordinary。
幾個(gè)疑似生詞：
transpire：When it transpires that something is the case, people discover that it is the case. 為人所知
spell something out：to explain something clearly and in detail
e.g:The report spelled out in detail what the implications were for teacher training.
track record:all the past achievements, successes or failures of a person or an organization 業(yè)績(jī)記錄
劍橋商務(wù)英語(yǔ)初級(jí)閱讀理解習(xí)題 1
In the world ,soccer of football is the most popular sport. This is because many countries have wonderful teams for the World Cup. The World Cup is held every four years.
To remember 2002 FIFA World Cup ,children from different countries and more than 60 children from Japanese schools came together and spent three weekends drawing a big picture called"Dream(夢(mèng)幻) World Cups"in Japan .The children drew animals, flowers and people playing soccer under a bule bright sky. They wished each football team good luck by drawing the flags(旗幟)of all the countries that will take part in the World Cup in Japan and South Korea.The picture was put up in a park near a playground in Yokohama .Some football teams will have games there.
Are you a football fan(迷)?The World Cup makeds more and more people interested in football Teenagers(青少年)like playing and watching football .Many of them love some football stars so much that they get the pictures of their favourite players on the walls of their rooms. That is the way to show their love for the World Cup as children in Japan.
1.If a country wants to take part in the World Cup ,she must have______.
A.Many football fans B.a very good team
C.many football player D.a big playground
2.The next World Cup will be held in_______.
A.2006 B.2007
C.2005 D.2004
3.From the passage ,in the picture children drew many things except_________.
A. people playing football B. pictures of some football stars
C. a sunny sky D. flowers
4.In"Dream World Cup",the children drew the flags of some countries______.
A. to show their love for their owe country
B. to tell the people their stories
C. to show their good wishes for the football teams
D. to show their new ideas about football
5.Many teenagers owe the pictures of some football stars because______.
A. they are interested in football
B. they are football fans
C. they think their favourite players are great
D. all of A,B and C
參考答案:BAABD
閱讀理解技巧
1. 上下文句子間內(nèi)容的內(nèi)在聯(lián)系：
例：So far, the national trends in costs for wages, salaries, and benefits have glossed over these concerns. The growth in labor costs continued to slow in the second quarter – a pattern that held true in all major regions. However, the slowdown in labor costs is due to solely to sharp cutbacks in what companies, mainly large corporations, are paying for benefits, which make up about a fourth of total compensation costs nationally. Because of slower growth in costs of health care, workers’ compensation, and state unemployment insurance, benefits grew only 2.6% during the past year, the lowest pace in record.
在這一段落中，作者用了五個(gè)cost。雖然每一句中的cost未必是前一句中同一詞的簡(jiǎn)單重復(fù)，但都與labor cost 相吻合，使整個(gè)段落所表達(dá)的內(nèi)容連貫地表述出來(lái)。第一句和第二句提出勞工費(fèi)用問(wèn)題，第三句提出原因，最后一句闡述了勞工費(fèi)用增加所生產(chǎn)的后果，意思層層加深，彼此相銜接。
2. 替代
例：But since few have marked down their own prices in line with the metal’s fall, they will be able to recoup much of the differences. Not so the producers, whose income is directly related to the fluctuating daily price on the London Metal Exchange.
但由于迄今沒(méi)有幾家公司按照金屬價(jià)格的下跌程度來(lái)降低其價(jià)格，他們將能夠獲得差價(jià)的大部分收益。但是生產(chǎn)商家卻不是這樣，他們的收入與倫敦金屬交易所的每月浮動(dòng)價(jià)格直接相關(guān)。
這里so代替了to recoup much of the difference.
3. 省略
例：The Japanese have their electronics, the Germans their engineering. But when it comes to command of global markets, the U.S. owns the service sector.
日本人占有電器市場(chǎng)，德國(guó)人占有工程市場(chǎng)。但談及全球市場(chǎng)的占有量時(shí)，美國(guó)擁有服務(wù)市場(chǎng)。
第一句the Germans后面省略了have一詞。
例：Meanwhile, pressure has been growing from the car companies. GM ships about 60% of its cars and trucks with Ryder, while Chrysler ships some 40%.
與此同時(shí)，汽車(chē)公司方面的壓力在不斷增大。通用公司60%的轎車(chē)和卡車(chē)由萊德公司拖運(yùn)，而克萊斯勒公司也需該公司拖運(yùn)其40%的車(chē)輛。
最后一句結(jié)尾some 40% 后面省略了of its cars and trucks.
4. 連接詞
介詞和副詞常在句子和段落間起銜接作用，把句子和段落間的.意思連貫地表述出來(lái)。西方經(jīng)貿(mào)報(bào)刊中用于承上啟下的連接詞可表示對(duì)比，如：but, however, whereas等;表示原因，如：since, because, due to等;表示結(jié)果，如：with;表示目的，如：so that, in order to等;表示時(shí)間發(fā)展的先后順序，如：first, second, next, then等，以及表示情況的內(nèi)在聯(lián)系，如：and, as well as, in the case等。
例：Still, August’s strong output gains don’t look sustainable.
First of all, current modest demand growth will not support any more increase that large. Second, now that manufacturers have worked to get their inventories lower, they will be cautious about adding goods in coming months.
而8月份強(qiáng)勁的生產(chǎn)量增長(zhǎng)趨勢(shì)不會(huì)持續(xù)下去。
首先，目前較小的需求增長(zhǎng)不需要如此大的生產(chǎn)增長(zhǎng)額。此外，既然生產(chǎn)企業(yè)已經(jīng)設(shè)法去壓低其庫(kù)存量，所以他們對(duì)今后幾個(gè)月增加生產(chǎn)一事持謹(jǐn)慎態(tài)度。
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