2017年商務英語中級考試閲讀理解專項訓練

勤勞一日，可得一夜安眠;勤勞一生，可得幸福長眠。以下是小編為大家搜索整理的2017年商務英語中級考試閲讀理解專項訓練，希望能給大家帶來幫助!更多精彩內容請及時關注我們應屆畢業生考試網!

　　第一篇：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 company’s product range to new customers by mail is a different task from selling a new season’s 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 don’t 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, ’They’ve been around for 20 years - I’ll buy from them.’ It’s not how long you’ve been in business that counts, it’s what you’ve 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 customer’s 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 writer’s 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

　　第二篇：The Negotiating Table

You can negotiate virtually anything. Projects, resources, expectations and eadlines are all outcomes of negotiation. Some people negotiate deals for a living. Dr Herb Cohen is one of these professional talkers, called in by companies to negotiate on their behalf . He approaches the art of negotiation as a game because, as he is usually negotiating for somebody else, he says this helps him drain the emotional content from his conversation. He is working in a competitive field and needs to avoid being too adversarial. Whether he succeeds or not, it is important to him to make a good impression so that people will recommend him.

The starting point for any deal, he believes, is to identify exactly what you want from each other. More often than not, one party will be trying to persuade the other round to their point of view. Negotiation requires two people at the end saying ‘yes”. This can be a problem because one of them usually begins by saying “no”. However, although this can make talks more difficult, this is often just a starting point in the negotiation game. Top management may well reject the idea initially because it is the safer option but they would not be there if they were not interested.

It is a misconception that skilled negotiators are smooth operators in smart suits. Dr Cohen says that one of his strategies is to dress down so that the other side can relate to you. Pitch your look to suit your customer. You do not need to make them feel better than you but, For example, dressing in a style that is not overtly expensive or successful will make you more approachable. People will generally feel more comfortable with somebody who appears to be like them rather than superior to them. They may not like you but they will feel they can trust you.

Dr Cohen suggests that the best way to sell your proposal is by getting into the world of the other side. Ask questions rather than give answers and take an interest in what the other person is saying, even if you think what they are saying is silly. You do not need to become their best friends but being too clever will alienate them. A lot of deals are made on impressions. Do not rush what you are saying---put a few hesitations in , do not try to blind them with your verbal dexterity. Also, you should repeat back to them what they have said to show you take them seriously.

Inevitably some deals will not succeed. Generally the longer the negotiations go on, the better chance they have because people do not want to think their investment and energies have gone to waste. However , joint venture can mean joint risk and sometimes , if this becomes too great , neither party may be prepared to see the deal through . More common is a corporate culture clash between companies, which can put paid to any deal. Even having agreed a deal, things may not be tied up quickly because when the lawyers get involved, everything gets slowed down as they argue about small details.

De Cohen thinks that children are the masters of negotiation. Their goals are totally selfish. They understand the decision-making process within families perfectly. If Mum refuses their request , they will troop along to Dad and pressure him. If al else fails, they will try the grandparents, using some emotional blackmail. They can also be very single-minded and have an inexhaustible supply of energy for the cause they are pursuing. So there are lesson to be learned from watching and listening to children.

1、 Dr Cohen treats negotiation as a game in order to

A put people at ease

B remain detached

C be competitive

D impress rivals

2、 Many people say “no” to a suggestion in the beginning to

A convince the other party of their point of view

B show they are not really interested

C indicate they wish to take the easy option

D protect their company’s situation

3、 Dr Cohen says that when you are trying to negotiate you should

A adapt your style to the people you are talking to

B make the other side feel superior to you

C dress in a way to make you feel comfortable.

D try to make the other side like you

4、According to Dr Cohen, understanding the other person will help you to

A gain their friendship

B speed up the negotiations

C plan your next move.

D convince them of your point of view

5、 Deals sometimes fail because

A negotiations have gone on too long

B the companies operate in different ways

C one party risks more than the other.

D the lawyers work too slowly

6、 Dr Cohen mentions children’s negotiation techniques to show that you should

A be prepared to try every route

B try not to make people feel guilty

C be careful not to exhaust yourself

D control the decision-making process.

　　第一篇參考答案與解析 ：

《The art of persuasion》，勸説的藝術。這裏的勸説(persuasion)帶點廣告的意思，是指怎麼樣設計廣告手冊(brochure)才能吸引顧客，也就是勸顧客掏錢購買產品。

第一段引出話題，説廣告手冊常常設計得不合理，會把客户弄糊塗，從而結束客户的諮詢。很多企業並沒有思考一些關鍵性的問題，比如想通過廣告手冊達到什麼目的。通常企業設計廣告手冊的原因是競爭對手擁有它。

13題問第一段中作者對廣告手冊所做的觀點是什麼。答案是後面幾句：businesses fail to ask themselves critical questions like….企業沒有問自己一些關鍵性的問題。從這段話可以看出，作者認為企業在設計廣告手冊時的考慮是不周全的，沒有進行深入思考。所以答案是C：設計他們時考慮得並不充分。A不對，沒有提到客户的期望，只是説廣告手冊可能會把客户弄糊塗。B也不對，第一段並沒有提到design的問題。D在原文中也沒有提到。這題稍微需要理解和概括。

第二段是講廣告手冊設計時的一些考量。開頭先説客户需要的廣告手冊是一個混合體，很難找到。而往往客户手冊的預算是有限的，所以設計時不可能滿足所有的市場需要，應該優先考慮最關鍵的部分。

14題問作者在第二段中對公司的建議是什麼。原文説的很明白：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需要，所以優先考慮最關鍵的部分，其他的需要用另外的方式來滿足。理解了內容不難選出答案是C：接受一個廣告手冊不可能滿足所有目標的事實。

第三段緊接着第二段所説的首要任務(first task)，提出了次要任務(second task)：把廣告手冊的內容找準。在95%的情況下，公司會僱人好好設計廣告手冊，但是卻不會找有相關技能的廣告文字撰稿人制作內容，或者至少給收拾下。還有一個更大的失敗之處在於製作出的廣告手冊不是以客户為中心的。廣告手冊應該涉及到客户感興趣的領域，集中在從你那購買所能獲得的好處上。

15題問作者在第三段説怎麼樣才可以改善大部分的廣告手冊。根據前面的內容概括，很顯然答案在A和D之間。選A是根據題幹中的the majority of brochures來的，原文中提到In 95 per cent of cases, a company will hire a designer to oversee the layout….. but they don’t 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計而不注重表述內容，這裏的95 per cent of cases可以對應the majority of brochures。get a copywriter or someone with the right expertise to produce the text，找一個有相關技能的廣告文字撰稿人來製作文字，也就是A所説的更好的語言和表達。

第四段説明了廣告手冊剛剛誕生時的一些情況。客户更看重的不是企業所存在的時間，而是企業的名聲和所幹的實事。所以在廣告手冊的起步階段，最重要的是企業要擁有一個良好的業績記錄。一旦這些建立起來了，廣告手冊就可以致力於讓客户相信你的產品是市場上最好的。

16題問在廣告手冊的引進階段，作者對公司們的'建議是什麼。原文很明確：The important point to get across at the beginning is that you have a good track record.。通過這一階段最重要的是你必須有一個良好的業績記錄。也就是D選項所説的公司要注重他們所建立起來的名聲。其他幾個選項都沒有提到。第五段説的是廣告手冊內容的一些注意事項。內容中要包含與你做生意時可能獲得的一些好處。公司要對手冊上的聲明做詳細説明。還可能引用現存客户的一些建議。這些可以使得廣告手冊顯得很個人化，而不是堆砌供應商的照片然後把自己的名字印在最前面。

17題問第五段對廣告手冊內容的討論中，作者的建議是什麼。答案是原文的這麼一句：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，為了可以説服，他們需要被詳細説明。也就是B選項所説的為所做的聲明提供支持。A和D沒有提到，C不對，不是説避免使用他們的照片，而是説不能僅僅只呈上他們的照片，還要有別的東西，比如客户的建議。

最後一段是説的設計階段的注意事項，需要具備哪些特徵才能讓你的廣告手冊脱穎而出。18題要聯繫上下文進行理解，原文是説“there are many production features that can distinguish your brochure from the run of the mill.”有很多生產特徵能讓你的廣告手冊區別於其他的，後文有一個make you stand out，理解這裏的含義，就是要和普通的一般的廣告手冊相區分。所以選擇ordinary。

　　第二篇參考答案：

1、B

2、D

3、A

4、D

5、B

6、A