BEC商务英语（中级）阅读模拟试卷6（共405题）

BEC商务英语（中级）阅读模拟试卷6（共9套）（共405题）BEC商务英语（中级）阅读模拟试卷第1套一、概括文意配伍(本题共7题，每题1.0分，共7分。)•Lookatthestatementsbelowandtheinformationonrelationshipbankingontheoppositepage.•Whichsection(A,B,C,orD)doeseachstatementI-7referto?•Foreachstatement1--7,markoneletter(A,B,C,orD)onyourAnswerSheet.•Youwillneedtousesomeoftheselettersmorethanonce.AOneofthemorediscernibletrendsinthefinancial-serviceindustryinrecenttimeshasbeentheadoptionofprogramsdesignedtoencouragemorepersonalizedrelationshipsbetweenaninstitution'semployeesanditsclients,particularlythoseclientswhoaremajordepositors.Theexpressionmostcommonlyusedtodescribethistypeofprogramis"relationshipbanking".BInrelationshipbankingtheemphasisisonestablishingalong-termmultiple-servicerelationship;onsatisfyingthetotalityoftheclient'sfinancial-serviceneeds;onminimizingtheneedsordesiresofclientstosplintertheirfinancialbusinessamongvariousinstitutions.CImplicitwithinanydefinitionofrelationshipbankingisrecognitionthatthefinancial-servicerequirementsofoneindividualorrelativelyhomogeneousgroupwilllikelybesubstantiallydifferentfromthoseofanotherindividualorgroup.Asuccessfulrelationshipbankingprogramis,therefore,dependentinalargepartonthedevelopmentofaseriesoffinancial-service"packages",eachdesignedtomeettheneedsofidentifiablehomogeneousgroups.DAnotherdimensionofrelationshipbankingisthedevelopmentofhighlypersonalizedrelationshipsbetweenemployeeandclient.Inmostfinancialinstitutionstodaytheclientisservicedbyanemployeewhohappenstobefreeatthetime,regardlessofthenatureofthetransaction.Personalizedrelationshipsarethereforedifficulttoestablish.Inafullrelationshipbankingprogram,however,theclientknowsthereisoneindividualwithintheinstitutionwhohasintimateknowledgeoftheclient'srequirementsandpreferencesregardingcomplextransactions.1、Allkindsoffinancialneedsaremetinrelationshipbankingsystem.标准答案：B知识点解析：暂无解析2、Employeesinrelationshipbankingaredealingwithdifferentbusinessesrespectively.标准答案：D知识点解析：暂无解析3、Bankingisbecomingmorepersonal,whichiseasilyrecognized.标准答案：A知识点解析：暂无解析4、Thenecessaryfirststepininstitutingrelationshipbankisrecognizingthespecialneedsofgroupsandindividuals.标准答案：C知识点解析：暂无解析5、Oneofthemainaimsofthistypeofbankingistoencourageclientstokeepalltheirbusinesswithasinglebank.标准答案：B知识点解析：暂无解析6、Therelationshipbankingprogramshavealreadybeenused.标准答案：A知识点解析：暂无解析7、Aclientmaydevelopahighlevelofconfidenceincertainemployee.标准答案：D知识点解析：暂无解析二、段落完型(本题共5题，每题1.0分，共5分。)•ReadthearticlebelowaboutArmaniflagshipstoreinShanghai.•Choosethebestsentencefromtheoppositepagetofilleachofthegaps.•Foreachgap8--12,markoneletter(A--G)onyourAnswerSheet.•Donotuseanylettermorethanonce.ARMANISTYLECOMESTOSHANGHAIItaliandesignerGiorgioArmaniopenedaflagshipstoreonSaturdayonShanghai'sfamedBund,joiningawaveofforeigndesignerstargetingChina'snewrich.Theopeningofa1,100square-metergroupofspecialtyshopsdrewcuriousstaresfromelderlymentakingtheirmorningstrolldowntherowofearly20thcenturybuildings.TheypeeredthroughthewindowsatsandalsandhandbagscostingfarmorethanmostShanghaineseearninamonth.TheItaliandesignerplanstoopenasmanyas30storesontheChinesemainlandby2008."Thisisthelong-termvisionforthebrandinChina,"saidArmani."IknowShanghaiischangingveryquickly.There'sanenormousfeelingofcontrastbetweenoldandnew.EveryoneistalkingaboutShanghaithesedays."(8)TheyincludeItaliandesignerSalvatoreFerraganoandFrenchdesignerLouisVuitton.BritishsportscarmakerJaguarusedShanghaiasthesiteforrevealingitsnewXJmodel.LuxurybrandsMaseratiandBentleyalsohaveshowrooms.Armaniwouldn'tgiveanyforecastofsalefromThreeontheBund,ina1916buildingfacingtheHuangpuRiver.ItalsofeaturesanEvianSpa,abarbershopwithindividualboxesoutfittedwithCDandDVDplayers,anartgalleryandarestaurantsetupbyCelebrityFrenchchefJean-GeorgesVongerichten."Weinvestherenotexpectingtomakerealreturnsimmediately,"saidRobertTriefus,anArmanispokesman."We'reabsolutelyconvincedthatthisisagoodtimetogetintothismarket."ArmanialreadyhasasmallpresenceonChina'smainlandwithaboutiqueinthebasementofBeijing'sPalaceHotelandanotherinthesouthernbusinesscenterofShenzhen,whichbordersHongKong.(9)ItsaiditwasconsideringthemainlandasalocationforitschainofArmaniHotels,nowonthedrawingboard.Thecompanysaiditssalesonthemainlandrose17percentlastyear,thoughitdidn'tgivedollarfigures."We'reseeinglotsofmainlanderscomingovertoHongKong,butwehaveanequallystrong,growingcustomerbaseonthemainland,"Triefussaid.ArmaniplanstoopentwomoreboutiquesinShanghailaterthisyear.AttheboutiqueontheBungaslenderblacksilkblousewillsetbuyersbacktheequivalentofUS＄1,150morethantheaverageChineseearnsinayear.ApairofslimsandalsisUS＄424,whileotherpricesrangeuptoaboutUS＄2,400.Thelowest-priceditemspotted:asalmonpinkT-shirtforUS＄120.(10)LuxurybrandssuchasArmani--andevenHaagen-Dazs,whichchargesUS＄3forsingle-scoopoficecream--focusontherichestlevelofChineseconsumerswhoarenotafraidtospend.(11)"Thenumberisnotbig,butit'sasharpincrease."AlotmoreChinesecouldnotaffordthebrand-nameitems,soinsteadtheybuybrand-nameaccessories,likepurses,tiesandshoes.Thelatestinformationfromtheluxurygoodsindustryhasshownthatbrand-namemakerswillbemoreaggressivethisyear.(12)AndCartierwillexpanditsnumberofoutletsfrom3to15inthreeyears.JacquesFranckDossin,analystwiththeUS-basedGoldmanSachs,saidthatChina'sluxurymarketwilldevelopatthehighestspeedinthecoming10yearsandtakesecondplaceintheworld,withthelargestcustomergroup.AAnotherstrongtrendisthereturntotraditionallingeriefabricssuchassatinandwashablesilks.BEconomistYueZhengfromtheaccountingfirmPriceWaterhouseCoopers,believesthatShanghai'smarketforluxuryitemshasover100,000stablecustomers.CHaagen-Dazswillopenatleastanother10storesonthemainland,LouisVuitton2to3.DTheypeeredthroughthewindowsatsandalsandhandbagscostingfarmorethanmostShanghaineseearninamonth.EShanghaialreadyishometoanarmyofforeigndesignerboutiquestargetingthenewrich.FThecompanyopeneditsfirstoutletonChineseterritoryin2002withamegastoreinHongKong.GShanghaiistherichestcityonthemainlandandisseeingalotofpeopletakingtothehigh-spendinglifestyle.8、标准答案：E知识点解析：暂无解析9、标准答案：F知识点解析：暂无解析10、标准答案：G知识点解析：暂无解析11、标准答案：B知识点解析：暂无解析12、标准答案：C知识点解析：暂无解析三、常规阅读理解(本题共6题，每题1.0分，共6分。)•Readthearticlebelowaboutpricesystem,andthequestionsontheoppositepage.•Foreachquestion13--18,markoneletter(A,B,C,orD)onyourAnswerSheetfortheansweryouchoose.PRICESYSTEMPricesdeterminehowresourcesaretobeused.Theyarealsothemeansbywhichproductsandservicesthatareinlimitedsupplyarerationedamongbuyers.ThepricesystemoftheUnitedStatesisaverycomplexnetworkcomposedofthepricesofalltheproductsboughtandsoldintheeconomyaswellasthoseofamyriadofservices,includinglabor,professionaltransportation,andpublicutilityservices.Theinterrelationshipsofallthesepricesmakeupthe"system"ofprices.Thepriceofanyparticularproductorserviceislinkedtoabroad,complicatedsystemofpricesinwhicheverythingseemstosupplytothetransaction,guaranteesontheproductorservice,deliveryterms,returnprivileges,andotherfactors.Inotherwords,bothbuyerandsellerdependmoreorlessuponeverythingelse.Ifoneweretoaskrandomlyselectedindividualstodefine"price",manywouldreplythatpriceisanamountofmoneypaidbythebuyertothesellerofaproductofserviceor,inotherwords,thatpriceisthemoneyvalueofaproductofserviceasagreeduponinamarkettransaction.Thisdefinitionis,ofcourse,validasfarasitgoes.Foracompleteunderstandingofapriceinanyparticulartransaction,muchmorethantheamountofmoneyinvolvedmustbeknown.Boththebuyerandthesellershouldbefamiliarwithnotonlythemoneyamount,butwiththeamountandqualityoftheproductorservicetobeexchanged,thetimeandplaceatwhichtheexchangewilltakeplaceandpaymentwillbemade,theformofmoneytobeused,thecredittermsanddiscountsthatshouldbefullyawareofallthefactorsthatcomprisethetotal"package"beingexchangedfortheasked--foramountofmoneyinorderthattheymayevaluateagivenprice.13、Whatisthemainideaofthepassage?A、TheInherentWeaknessesofthePriceSystem.B、TheComplexitiesofthePriceSystem.C、CreditTermsinTransactions.D、ResourceAllocationandthePublicSector,标准答案：B知识点解析：暂无解析14、Accordingtothepassage,thepricesystemisrelatedprimarilyto______.A、laborandeducationB、transportationandinsuranceC、utilitiesandrepairsD、productsandservices标准答案：D知识点解析：暂无解析15、Accordingtothepassage,whichofthefollowingisNOTafactorinthecompleteunderstandingofprice?A、Instructionsthatcomewithaproduct.B、Thequantityofaproduct.C、Thequalityofaproduct.D、Guaranteesthatcoveraproduct.标准答案：A知识点解析：暂无解析16、Accordingtothepassage,whichofthefollowingisNOTtrueaboutthedefinitionofprice?A、Pricesystemisacomplicatednetwork.B、Pricereferstothequantityandqualityoftheproduct.C、Priceisanamountofmoneypaidbythebuyertotheseller.D、Besidesmoney,manyotherfactorsareinvolvedinthepricesystem.标准答案：B知识点解析：暂无解析17、Inthelastsentenceofthepassage,"they"refersto______.A、returnprivilegesB、allthefactorsC、buyerandsellerD、money标准答案：C知识点解析：暂无解析18、Theparagraphfollowingthepassagemostlikelydiscusses______.A、unusualwaystoadvertiseproductsB、typesofpaymentplansforserviceC、theoriesabouthowproductsaffectdifferentlevelsofsocietyD、howcertainelementsofaprice"package"influenceitsmarketvalue标准答案：D知识点解析：暂无解析四、完形填空(本题共15题，每题1.0分，共15分。)•Readtheadvertisementbelow.•ChoosethebestwordorphrasetofilleachgapfromA,B,C,orDontheoppositepage.•Foreachquestion19--33,markoneletter(A,B,C,orD)onyourAnswerSheet.AdvertisementToomuchtoread!It'simpossibletofindtimetoreadtoday'stopbusinessbooks--andthousandsarepublishedeachyear.Yetnotkeepingupwiththosebookscouldbeaseriousand(19)mistake.Oftentheideasandinsightstheycontainare(20)nowhereelse.Buthowcanyouevenknowwhich(21)areworthwhile--letalonefindtimetoreadthem?Fortunately,there'sa(22)--SoundviewExecutiveBookSummaries.Itreallyworks.Infact,it'sguaranteedto(23).Itisingeniousandessential.Everymonth,youreceivetwoorthreequick-reading,time-savingsummariesofthebestnewbusinessbooks.Each(24)allthekeypointsintheoriginalbook.Thebig(25)insteadof200to500pages,thesummaryisonlyseveralpages.Insteadoftakingfive,tenormorehourstoread,it(26)just15minutes.Ofthethousandsofbusinessbookspublished(27)onlya(28)arereallyworthreading.Tosaveyourtime,ourEditorialBoardgoes(29)themalleliminating90%.Our(30)arehigh,andthecriteriarigorous.Whenabookmeetsallour(31),weprepareasummary,insteadofarevieworadigest.Yougetaskillfuldistillationthat(32)thecontentandspiritoftheentirebooks.Thetitlescovereverysubjectof(33)tobusinesspeopletoday.There'snothingelselikeSoundviewExecutiveBookSummaries.19、A、expensiveB、cheapC、severeD、bad标准答案：A知识点解析：暂无解析20、A、accessibleB、availableC、reachedD、got标准答案：B知识点解析：暂无解析21、A、booksB、onesC、subjectsD、titles标准答案：D知识点解析：暂无解析22、A、solutionB、wayC、keyD、method标准答案：A知识点解析：暂无解析23、A、functionB、workC、enterD、operate标准答案：B知识点解析：暂无解析24、A、includesB、concludesC、containsD、takes标准答案：C知识点解析：暂无解析25、A、similarityB、differenceC、resemblanceD、disagreement标准答案：B知识点解析：暂无解析26、A、takesB、costsC、spendsD、shares标准答案：A知识点解析：暂无解析27、A、separatelyB、differentlyC、partlyD、annually标准答案：D知识点解析：暂无解析28、A、handfulB、severalC、littleD、score标准答案：A知识点解析：暂无解析29、A、throughB、overC、inD、out标准答案：B知识点解析：暂无解析30、A、requestsB、requirementsC、standardsD、needs标准答案：C知识点解析：暂无解析31、A、testsB、needsC、claimsD、proclaims标准答案：A知识点解析：暂无解析32、A、reservesB、keepsC、maintainD、preserves标准答案：D知识点解析：暂无解析33、A、careB、concernC、interestD、firm标准答案：B知识点解析：暂无解析五、改错(本题共12题，每题1.0分，共12分。)•Readthetextbelowaboutmanagingolderworkers.•Inmostofthelines34--45thereisoneextraword.Itiseithergrammaticallyincorrectordoesnotfitinwiththemeaningofthetext.Somelines,however,arecorrect.•Ifalineiscorrect,writeCORRECTonyourAnswerSheet.•Ifthereisanextrawordintheline,writetheextrawordinCAPITALLETTERSonyourAnswerSheet.ManagingOlderWorkersBecomingTheworkforceisbecomingagingasbaby-boomermovetowardretirement.GenCorrectXmanagersneedtolearnhowtomotivateandmanagethistalentpoolofolder34workers.Bothgenerationshavequiteverydifferentviewsoftheotherandwill35needtolearnhowtheothergenerationoperateson.Itisuptothemanagers,36GenXorotherwise,totaketheleadandcreatethewarmclimateinwhicholder37workerswillremainengagedinandproductive.Youmaythinkolderworkersare38harderworkersorthattheyaredifficulttotrain.Getridofyourstereotypes.Your39olderworkersaredifferentindividualsjustlikeeveryoneelseinyourgroup.Treat40themassuch.Don'tassumethattheolderworkerknowswhatyouexpectof41them.Theydon'thavethesamebackgroundasyouare.Beveryclearwhatyou42wantdoneandwhatthemeasurementsofcompletionandofsuccesswillbe.45"Bill,takecareofthatforme"isnotenough.Try"Bill,Ineedyoutopreparethe44department'sbudgetforthenextfiscalyear."Usethenumbersfromalastyear45andaddto10%oneverythingexcepttrainingwhichshouldgoup15%.34、标准答案：QUITE知识点解析：暂无解析35、标准答案：ON知识点解析：暂无解析36、标准答案：WARM知识点解析：暂无解析37、标准答案：IN知识点解析：暂无解析38、标准答案：CORRECT知识点解析：暂无解析39、标准答案：DIFFERENT知识点解析：暂无解析40、标准答案：CORRECT知识点解析：暂无解析41、标准答案：ARE知识点解析：暂无解析42、标准答案：CORRECT知识点解析：暂无解析43、标准答案：CORRECT知识点解析：暂无解析44、标准答案：A知识点解析：暂无解析45、标准答案：TO知识点解析：暂无解析BEC商务英语（中级）阅读模拟试卷第2套一、概括文意配伍(本题共7题，每题1.0分，共7分。)Lookatthestatementsbelowandthebookreviewontheoppositepage.Whichsectionofthearticle(A,B,CorD)doeseachstatement(1-7)referto?Foreachstatement(1-7),markoneletter(A,B,CorD)onyourAnswerSheet.Youwillneedtousesomeoftheselettersmorethanonce.Example:0Itincludesdiscussionabouttheinitiationbehindthesales.AGREATSALESCAMPAIGNSThisbookexaminesthemostsuccessfulsalescampaignsofrecentyears.Itprovidesexamplesofhowmajorconsumerbrands,likeCoca-cola,Nike,3MandToyota,havebeenpromotedinmagazinesandnewspapers.Itincludesinformationaboutthecreativeandplanningprocessbehindthepromotionofthesepopularproducts.BTHEAUTOMOTIVEINDUSTRYTODAYFindouthowtopexecutivesfromleadingcarcompaniesviewthechangingrelationshipsbetweenmanufacturesandtheirsuppliers.Thisbookisaseriesofinterviewswithleadingplayersintheindustry:purchasingmanagersdiscusstheriseofglobalsuppliersandchiefexecutivespresenttheinternationaltrendtowardsmergersandacquisitionsintheindustry.CTHEEXECUTIVE'SHANDBOOKThisneweditionofTheExecutive'sHandbookprovidesananalysisofthemainpoliticalandeconomictrendsofthelate1990s.Itisespeciallygoodincoststructures,changingconsumertrendsandcross-borderexpansion.Thesearekeyelementsthataffectinternationalbusinessdeals,makingthebookessentialreadingforanyoneinvolvedininternationaltrading.DLEADYOURCOMPANYTOSUCCESSThisisacollectionofin-depthinterviewswithsomeoftheworld'stopbusinessexecutivesinthecar,softdrinksandclothingindustries.Afascinatingwork,itwillmakeyouquestionmuchofthegenerallyacceptedtheoryonwhatsuccessfulleadershipwithinmanufacturinginvolves.1、Thebooktellsyouaboutrecentdevelopmentsinconsumerbuyingpatterns.标准答案：C知识点解析：题目关键词“consumerbuyingpatterns”，题目意为“书中会讲述消费者购买模式的最近发展情况”，与C段中：“Itisespeciallygoodincoststructures，changingconsumertrendsandcross—borderexpansion．”相符。2、Theopinionsexpressedinthisbookdifferfromthoseofmostexpertsinthisfield.标准答案：D知识点解析：题目关键词“differfromthoseofmostexpertsinthisfield”，题目意为“书中一些观点与这一领域其他专家的看法有所不同”，与D段中“itwillmakeyouquestionmuchofthegenerallyacceptedtheoryonwhatsuccessful”相符。3、Thebookcontainsinterviewswithbusinessleadersfromseverallargeindustries.标准答案：D知识点解析：题目关键词“businessleadersfromseverallargeindustries”，题目意为“书中包含与几个大型企业领导的访谈”，与D段中：“Thisisacollectionofin—depthinterviewswithsomeoftheworld’stopbusinessexecutivesin…”相符。4、Thefinancialinformationprovidedinthisbookwillbeusefulforimport-exportcompanies.标准答案：C知识点解析：题目关键词“import—exportcompanies”，题目意为“书中提到的财务信息对进出口公司很有用”，与C段中：“…makingthebookessentialreadingforanyoneinvolvedininternationaltrading．”相符。5、Thebookdescribeshowanumberoftopcompanieshavemarketedtheirproducts.标准答案：A知识点解析：题目关键词“marketedtheirproducts”，题目意为“书中介绍了几个顶尖企业如何营销自身的产品”，与A段中：“Itprovidesexamplesofhowmajorconsumerbrands，like…havebeenpromotedinmagazinesandnewspapers．”相符。6、Thebookoutlineschangeinthesourceofthematerialsandpartsneededforproduction.标准答案：B知识点解析：题目关键词“changeinthesourceof”，题目意为“书中介绍了原材料与生产部分需求的变化”，与B段中：“…thechangingrelationshipsbetweenmanufacturesandtheirsuppliers．”相符。7、Thebookdiscussesavarietyofmajorinfluencesonthebusinessworld.标准答案：C知识点解析：题目关键词“majorinfluencesonthebusinessworld”，题目意为“书中讨论了商界中的一些巨大影响”，与C段中：“Thesearekeyelementsthataffectinternationalbusinessdeals…”相符，influence与affect为同义替换。二、段落完型(本题共5题，每题1.0分，共5分。)ReadthistextaboutelectricalpowerinCanada.Choosethebestsentencefromtheoppositepagetofilleachoftheblanks.Foreachblank(8-12),markoneletter(A-G)onyourAnswerSheet.Donotmarkanylettertwice.Thereisanexampleatthebeginning(0).ELECTRICITY:WEALTH,MONEY,POWERCanadianindustrieshaveprosperedformorethanacenturyonthecountry'sabundanceofcheap,reliableelectricalpower.B(example)infact,CanadaconsumesmoreelectricityonaperpersonbasisthananycountryexceptNorway.【P1】______ElectricityisasignificantsourceofexportincomeforCanada.【P2】______Butinthe1970s,CanadianexportsrosesharplytoaddresstheU.S.demandforcheaperandmorereliable.In1985,exportsofCanadianelectricalpowerreached1,400millionUSdollars.【P3】______Netelectricityexportsaccountformorethan60%ofCanada'sbalanceoftrade.Domestically,Canadacontinuestogenerateelectricalpower,primarilyfromwater.【P4】______Exportsofelectricityarenowsubjecttoforcesfarbeyondthecontrolofutilitymanagers.【P5】______Example:ABesides,electricityfromcoalandnuclearis50%to75%cheaperthanmanyotherindustrialnations.BGeneratedprimarilybywater,ourpowersupplieshaveattractedandsupportedenergy-intensiveindustriessuchasmining.CItalsoranksamongthetopthreeelectricityproducersintheworld,behindtheU.S.andRussia.DNexttoelectricity,Canadianpaperexportscameto900millionU.S.dollarseveryyearinthe1960s.ECanadaandtheU.S.importedandexportedpowerinalmostequalmeasuresafter1901.FSincethen,electricity'exportshavedeclinedbuttheyhavecontinuedtoexceed700millionU.S.dollars.GEnvironmentalandtradepoliciesallinfluenceelectricalproductionandtrade.8、【P1】标准答案：C知识点解析：空白前一句提到加拿大人均用电量超过其他国家，仅次于挪威。可推测出此处加拿大的电产量在世界排名也很高。选项C符合题意。9、【P2】标准答案：E知识点解析：空白前一句提到电是加拿大出口创汇的重要资源，后一句提到1970后，其出口量由于美国需要急剧上升，可推测出此处应该将加拿大和美国的电进出口量相比较。10、【P3】标准答案：F知识点解析：空白前一句提到1985年加拿大电出口量达14亿美元，后一句提到电出口的净产值占60％，可推测出此空依旧是讲加拿大的电出口情况，只有选项F符合题意。11、【P4】标准答案：A知识点解析：空白前一句提到加拿大国内有水能发电，可推测出此处应讲到用其他资源发电，选项A符合题意。12、【P5】标准答案：G知识点解析：空白前一句提到现在电的出口不仅仅受使用部门的控制，言外之意，其他因素仍影响着电的生产和贸易。选项G符合题意。三、常规阅读理解(本题共6题，每题1.0分，共6分。)Readthefollowingarticleaboutcreativeteamsandmanagementandthequestionsontheoppositepage.Foreachquestion(13-18),markoneletter(A,B,CorD)onyourAnswerSheet.CreativeTeamsandManagementWhenColgatelauncheditsthenrevolutionaryColgateGumProtectiontoothpastein1990,companyexecutiveswereconfidenttheyhadahitontheirhands.Thetoothpasteincorporatedagroundbreakingantibacterialtechnologytheythoughtwasthebiggestinnovationsincefluoride.Butinthemonthsafterthetoothpaste'ssix-countryrollout,theproduct'smarketsharereachedameager1%)—one-fifthofthecompany'sprojections.Whatwentwrong?Anewroundofmarketresearchfoundthattheoriginallaunchstrategymutedthe"breakthrough"message;theadspositionedthenewtoothpasteasalineextensioninsteadofarevolutionaryadvance,andthepublicjustdidn'tbuytheproduct'sbroadclaims.Uptothispoint,Colgate'spresident,BillShanahan,hadattendedonlyquarterlyreviewmeetings;nowherolleduphissleevestorescuetheproduct,establishingaworldwidemarketingteamandmeetingregularlywithglobalbusinessvicepresidentKathleenThornhillandCEOReubenMarktofollowtheteam'sprogress.Shanahanandothersattheverytopsiftedthroughtheresearchandtookpartintheadvertisingdevelopmentmeetings,workingelbowtoelbowwiththemarketingteamrenamedColgateTotal,andpromotedwitharetooledadcampaignthatstressedthetoothpaste's12-hourprotection,theproductwasahitinmostofthe103countiesoutsidetheUnitedStates.Shanahancontinuedtolavishpersonalattentionontheproduct,puttingColgateTotalunderthedirectsupervisionofJackHaber,theworldwidedirectorofconsumeroralcareproducts,andcommitting$35millionandateamof200employeestotheproject.Withthatkindofsenior-levelbacking,Harberpulledoutthestops,spending$20milliontopromoteColgateTotaltoU.S.dentistsalone.Withintwomonthsofitsdomesticlaunchin1997,theproductcaptured10.5%oftheU.S.toothpastemarketandwithinsixmonthsmuscledperennialchamp,Procter&Gamble'sCrest,outoffirstplace.ColgateTotalhasremainednumberoneeversince.WhattransformsagoodproductidealikeColgateTotalintoablockbuster?Wespenttenyearsstudyingmorethan700newproductdevelopmentteamsandinterviewedover400projectleaders,teammembers,seniorexecutives,andCEOsintimatelyinvolvedinproductdevelopmentandlaunch.Ofthehundredsofteamswestudied,just7%ofthem—49inall—createdproductsthatscoredaperfecttenonourmeasureofblockbustersuccess.Toachievethatscore,productshadtoreachorexceedcompanygoals,customerexpectations,profitandsalestargets,garnercompanyandindustryawards,andattractnationalattention.Productsdon'tbecomeblockbusterswithouttheintense,personalinvolvementofseniormanagementusuallyaCEOordivisionhead.Ineverycasestudied,topmanagementplayedanintimate,active,oftendailyrole.Thisapproachhasbeenoutoffavorfordecades,creativeteams,asthethinkinggoes,shouldbeempoweredbymanagementandthenleftalone.Toomuchattentionstiflesinnovation.Tothatwesay"Baloney".Ourworkshowsthat,inthebestcase,managementinvolvementshouldstartondayone.Ideally,seniormanagersworkcloselywithproductteamtoestablishmust-havefeaturesandthenhelpclearapathfortheteam.Topmanagerscontrolresources,rulesandcutthroughredtape.And,crucially,seniormanagersserveascheerleadersandvisionaries,broadcastingamessageoforganizationalcommitmentthatattractsbuy-inatalllevelsofthecompany.13、WhathappenedtoColgate’snewtoothpaste?A、Theresultsrancontrarytothecompany’sexpectation.B、Itachievedagreatsuccess.C、Ittookagreatportionofmarketshare.D、Thenewtechnologywasnotpopularamongcustomers.标准答案：A知识点解析：从文中第一段：“Butinthemonthsafterthetoothpaste’ssix—countryrollout，theproduct’smarketsharereachedameager1％一onefifthofthecompany’sprojections．”可知，但是当一个月后，产品的市场占有份额只有1％，远远低于预期，but为重要信息转折词，选项A符合题意。14、ThewriterimpliedthattheoriginallaunchstrategyA、didn’tsetthetarget.B、failedtoappealtocustomers.C、hadthewrongfocus.D、aimedatacommongoal.标准答案：C知识点解析：从文中第二段：“…theoriginallaunchstrategymutedthe“breakthrough”message，theadspositionedthenewtoothpasteasalineextensioninsteadofarevolutionaryadvance…”可知，最初的销售策略掩盖了突破性的信息，广告只是把这个新牙膏定位为一种产品扩展，并没有革命性的进步。选项C符合题意，focus与position相对应。15、Accordingtothearticles,ColgateTotal’ssuccesswasduetoA、goodmarketingstrategies.B、cooperationofteammembers.C、participationofseniormanagersinmeetings.D、totalinvolvementoftopmanagers.标准答案：D知识点解析：从文中第二段：“…Uptothispoint，Colgate’spresident，BillShanahan，hadattendedonlyquarterlyreviewmeetings，nowherolleduphissleevestorescuetheproduct，establishingaworldwidemarketingteamandmeetingregularlywithglobalbusinessvicepresidentKathleenThornhillandCEOReubenMarktofollowtheteam’sprogress…”可知，现在经理BillShanahan建立起全球性的市场小组并定期与其他领导者会面，可见高层已给予相当多的关注。选项D符合题意。16、Inparagraphfive,thewriterusesthefigurestoindicateA、quiteafewcompaniesmeetthestandards.B、mostcompaniesrealizethekeytosuccess.C、notmanycompanieshaveoutperformedthecriteria.D、afewcompanieshavedonebetterthanothers.标准答案：C知识点解析：从文中第五段：“Toachievethatscore，productshadtoreachorexceedcompanygoals．customerexpectations，profitandsalestargets，garnercompanyandindustryawards，andattractnationalattention．”可知，为了取得这一成绩，产品必须达到或超过公司目标、消费者期望、利润和销售目标……，可见能够取得这一目标绝非易事。数据中的“just7％”也表明这一点。选项C符合题意。17、Accordingtothewriter,theapproachthathasnotbeenpopularforalongtimeisA、themanagementshouldshowtheirconsistentconcernaboutinnovation.B、teamsshouldsubjecttothepowerofthemanagement.C、topmanagementneedn’ttakepartintheresearchandmarketingactivities.D、teammembershavetheabsoluterighttodowhattheywanttodo.标准答案：C知识点解析：从文中第六段：“Thisapproachhasbeenoutoffavorfordecades，creativeteams，asthethinkinggoes，shouldbeempoweredbymanagementandthenleftalone．”可知，这种方式在近十年不再受欢迎，创作团队由管理层授权，独立运作，可推测出高层不参与研发和市场推广活动已经很长时间不流行了。选项C符合题意。18、Inwhat