2023年下半年商务英语BEC中级阅读密押材料1.docx

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1、 2023下半年商务英语BEC中级阅读密押材料 Department Store Magic For most of the 20th century Smithsons was one of Britains most successful department stores, but by the mid-1990s, it had become dull. Still profitable, thanks largely to a series of successful advertising campaigns, but decidedly boring. The famous we

2、re careful not to be seen there, and its sales staff didnt seem to have changed since the store opened in 1908. Worst of all, its customers were buying fewer and fewer of its own-brand products,the major part of its business, and showing a preference for more fashionable brands. But now all this has

3、 changed, thanks to Rowena Baker, who became Smithsons first woman Chief Executive three years ago. Since then, while most major retailers in Britain have been losing money, Smithsons profits have been rising steadily. When Baker started, a lot of improvements had just been made to the building, wit

4、hout having any effect on sales, and she took the bold decision to invite one of Europes most exciting interior designers to develop the fashion area, the heart of the store. This very quickly led to rising sales, even before the goods on display were changed. And as sales grew, so did profits. Bake

5、r had ambitious plans for the store from the start. Were playing a big game, to prove were up there with the leaders in our sector, and we have to make sure people get that message. Smithsons had fallen behind the competition. It provided a traditional service targeted at middle-aged, middle-income

6、customers, whod been shopping there for years, and the customer base was gradually contracting. Our idea is to sell such an exciting variety of goods that everyone will want to come in, whether they plan to spend a little or a lot. Bakers vision for the store is clear, but achieving it is far from s

7、imple. At first, many employees resisted her improvements because they just wouldnt be persuaded that there was anything wrong with the way theyd always done things, even if they accepted that the store had to overtake its competitors. It took many long meetings, involving the entire workforce, to w

8、in their support. It helped when they realised that Baker was a very different kind of manager from the ones they had known. Bakers staff policies contained more surprises. The uniform that had hardly changed since day one has now disappeared. Moreover, teenagers now get young shop assistants, and s

9、taff in the sports departments are themselves sports fans in trainers. As Baker explains, How can you sell jeans if youre wearing a black suit? Smithsons has a new identity, and this needs to be made clear to the customers. Shes also given every sales assistant responsibility for ensuring customer s

10、atisfaction, even if it means occasionally breaking company rules in the hope that this will help company profits. Rowena Baker is proving successful, but the Citys big investors havent been persuaded. According to retail analyst, John Matthews, Money had already been invested in refurbishment of th

11、e store and in fact that led to the boost in sales. She took the credit, but hadnt done anything to achieve it. And in my view the companys shareholders are not convinced. The fact is that unless she opens several more stores pretty soon, Smithsons profits will start to fall because turnover at the

12、existing store will inevitably start to decline. 13 According to the writer, in the mid-1990s Smithsons department store A was making a loss. B had a problem keeping staff. C was unhappy with its advertising agency. D mostly sold goods under the Smithsons name. 14 According to the writer, Smithsons

13、profits started rising three years ago because of A an improvement in the retailing sector. B the previous work done on the store. C Rowena Bakers choice of designer. D a change in the products on sale. 15 According to Rowena Baker, one problem which Smithsons faced when she joined was that A the nu

14、mber of people using the store was falling slowly. B its competitors offered a more specialised range of products. C the stores prices were set at the wrong level. D customers were unhappy with the service provided. 16 According to the writer, many staff opposed Bakers plans because A they were unwi

15、lling to change their way of working. B they disagreed with her goals for the store. C they felt they were not consulted enough about the changes. D they were unhappy with her style of management. 17 Baker has changed staff policies because she believes that A the corporate image can be improved thr

16、ough staff uniforms. B the previous rules were not fair to customers. C customers should be able to identify with the staff serving them. D employees should share in company profits. 18 What problem does John Matthews think Smithsons is facing? A More money needs to be invested in the present store.

17、 B The companys profits will only continue to rise if it expands. C The refurbishment of the store is proving unpopular with customers. D Smithsons shareholders expect a quick return on their investments. 答案解析： Department store magic，字面上是百货公司的魔力。讲的是英国的一个百货公司如何摆脱逆境。第一段是点明公司所遭受的逆境，接着其次段讲一个女CEO上台开头转变局面

18、，第三段和第四段详细讲这位女CEO的应对措施，最终一段总结：革命尚未胜利，同志仍需努力。 13题，问在90年月中期这个百货公司的状况是什么样的。答案是第一段的最终一句：its customers were buying fewer and fewer of its own-brand products, the major part of its business, and showing a preference for more fashionable brands.这个题目的答案有相当的迷惑性。整个句子都是在讲客户购置的.越来越少，偏好更多的时尚品牌。所以很简单误选A，但实际上这里并没有

19、说亏损。关键是这个地方：its own-brand products, the major part of its business。自由品牌仍旧是公司业务的主要局部。所以应当选D：主要销售Smithson名下的产品。Under the Smithsons name也就是its own brand products。 14题，问Smithson的利润从三年前开头增长，缘由是什么。答案是其次段的这么一句：she took the bold decision to invite one of Europes most exciting interior designers to develop t

20、he fashion area她做出了一个大胆的打算，邀请了欧洲最刺激的室内设计师来开发时尚领域。后面紧接着就说This very quickly led to rising sales，所以答案选C：Rowena Baker的设计师选择。 15题，问当Rowena Baker参加时公司面临的一个问题是什么。这题的关键是要理解一个句子中一个词的含义：It provided a traditional service targeted at middle-aged, middle-income customers, whod been shopping there for years, and

21、the customer base was gradually contracting.。它供应的传统效劳目标人群是中年中等收入者，这些人已经在那购物多年。并且客户基数渐渐削减。Contracting:缩小，收缩的意思。所以答案选A。 16题，问许多员工反对Baker规划的缘由是什么。答案是这么一句：many employees resisted her improvements because they just wouldnt be persuaded that there was anything wrong with the way theyd always done things。不

22、情愿被说服他们以前做事情的方式有什么问题。意思也就是不情愿转变他们工作的方式。选A。 17题，问Baker转变员工政策的缘由是什么。答案在第四段，Baker的原话：How can you sell jeans if youre wearing a black suit? Smithsons has a new identity, and this needs to be made clear to the customers。你怎么能穿着黑西服卖牛仔?Smithson有一个新的身份，这些必需对客户很明确。也就是C选项说的“客户必需能区分出效劳他们的员工”，A不对，没有提到改善公司形象，B和C在

23、原文没有提到。 18题，问John认为Smithson面临的问题是什么。答案是最终一段的最终一句：The fact is that unless she opens several more stores pretty soon, Smithsons profits will start to fall because turnover at the existing store will inevitably start to decline.事实上除非她尽快的开更多的店，Smithson的利润将会削减由于现有商店的营业额将不行避开的开头下降。也就是B所说的除非扩张，公司的利润才会连续增长。