2017年商务英语中级测验浏览摹拟操练

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2017年商务英语中级测验浏览摹拟操练

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2017年商务英语中级测验浏览摹拟操练

　　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

　　谜底剖析

　　《The art of persuasion》，挽劝的艺术。这里的挽劝(persuasion)带点告白的意义，是指怎样样设想告白手册(brochure)能力吸收主顾，也便是劝主顾掏钱采办产物。

　　第一段引出话题，说告白手册经常设想得分歧理，会把客户弄胡涂，从而竣事客户的征询。良多企业并不思虑一些关头性的题目，比方想经由过程告白手册到达甚么方针。凡是企业设想告白手册的缘由是合作敌手具有它。

　　13题问第一段中作者对告白手册所做的概念是甚么。谜底是后面几句：businesses fail to ask themselves critical questions like….企业不问本身一些关头性的题目。从这段话能够看出，作者以为企业在设想告白手册时的斟酌是不全面的，不停止深切思虑。以是谜底是C：设想他们时斟酌得并不充实。A错误，不提到客户的希冀，只是说告白手册能够会把客户弄胡涂。B也错误，第一段并不提到design的题目。D在原文中也不提到。这题略微须要懂得和归纳综合。

　　第二段是讲告白手册设想时的一些考量。开首先说客户须要的告白手册是一个夹杂体，很难找到。而常常客户手册的估算是无限的，以是设想时不能够知足一切的市场须要，应当优先斟酌最关头的局部。

　　14题问作者在第二段中对公司的倡议是甚么。原文说的很大白：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.不能够知足一切的市场须要，以是优先斟酌最关头的局部，其余的须要用别的的体例来知足。懂得了内容不难选出谜底是C：接管一个告白手册不能够知足一切方针的现实。

　　第三段紧接着第二段所说的重要使命(first task)，提出了主要使命(second task)：把告白手册的内容找准。在95%的环境下，公司会雇人好好设想告白手册，可是却不会找有相干技术的告白笔墨撰稿人建造内容，或最少给整理下。另有一个更大的失利的地方在于建造出的告白手册不因此客户为中间的。告白手册应当触及到客户感乐趣的范畴，集合在从你那采办所能取得的.益处上。

　　15题问作者在第三段说怎样样能力够改良大局部的告白手册。按照后面的内容归纳综合，很明显谜底在A和D之间。选A是按照题干中的the majority of brochures来的，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%的环境下公司只重视设想而不重视表述内容，这里的95 per cent of cases能够对应the majority of brochures。get a copywriter or someone with the right expertise to produce the text，找一个有相干技术的告白笔墨撰稿人来建造笔墨，也便是A所说的更好的说话和抒发。

　　第四段说了然告白手册方才降生时的一些环境。客户更垂青的不是企业所存在的时候，而是企业的名声和所干的实事。以是在告白手册的起步阶段，最重要的是企业要具有一个杰出的事迹记实。一旦这些成立起来了，告白手册就能够努力于让客户信任你的产物是市场上最好的。

　　16题问在告白手册的引进阶段，作者对公司们的倡议是甚么。原文很明白：The important point to get across at the beginning is that you have a good track record.。经由过程这一阶段最重要的是你必须有一个杰出的事迹记实。也便是D选项所说的公司要重视他们所成立起来的名声。其余几个选项都不提到。第五段说的是告白手册内容的一些注重事变。内容中要包罗与你做买卖时能够取得的一些益处。公司要敌手册上的申明做具体申明。还能够援用现存客户的一些倡议。这些能够使得告白手册显得很小我化，而不是堆砌供给商的照片而后把本身的名字印在最初面。

　　17题问第五段对告白手册内容的会商中，作者的倡议是甚么。谜底是原文的这么一句：it is not enough just to state these; in order to persuade, they need to be spelt out。仅仅只是申明是不够的，为了能够压服，他们须要被具体申明。也便是B选项所说的为所做的申明供给撑持。A和D不提到，C错误，不是说防止利用他们的照片，而是说不能仅仅只呈上他们的照片，还要有别的工具，比方客户的倡议。

　　最初一段是说的设想阶段的注重事变，须要具有哪些特点能力让你的告白手册锋芒毕露。18题要接洽高低文停止懂得，原文是说“there are many production features that can distinguish your brochure from the run of the mill.”有良多出产特点能让你的告白手册辨别于其余的，后文有一个make you stand out，懂得这里的寄义，便是要和通俗的普通的告白手册相辨别。以是挑选ordinary。

　　几个疑似生词：

　　transpire：When it transpires that something is the case, people discover that it is the case. 为人所知

　　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 事迹记实

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