SPEAKING
PART FOUR：Questions 16-22
51、 回答51-57題：
Read the following newspaper report about a contest for the best receptionist.
Are sentences 16-22 'Right' or 'Wrong'? If there is not enough information to answer 'Right' or 'Wrong', choose 'Doesn't say'.
For each sentence (16-22), mark one letter (A, B or C) on your Answer Sheet.
contest tn Find "the Best Receptionist of the Year"
The six contestants who reached the finals were invited to the National Press Office,where the final judging took place.
They took part in four tests: Telephone role plays; dealing with suspicious packages a written test; and an interview
Telephone role plays included dealing with angry callers and with policeman asking for specific information. .
In the written test, the finalists had to keep a record of a series of scheduled visitors and of several unexpected incidents. The hardest part for the contestants was keeping their records tidy. Dealing with suspicious packages, for example, a parcel or letter which might contain something dangerous was also difficult. Very few companies offer training in this and only one of the contestants performed well on this task. For the last test, the judges interviewed each finalist in turn, asking them questions about their jobs.
Marks were awarded for each test and then added together, to give a final score. Not surprisingly, the final scores were very close. Because the scores of the successful contestant, Ms. Suzanne, and the runner-up, Mr. Ahmed, were only two points apart, the judges interviewed them both again before making a final decision.
The final judging of "the Best Receptionist of the Year" took place in London.
A．Right
B．Wrong
C．Doesn't say
52、 Part of the phone test was to measure how clearly the contestants spoke. A．Right B．Wrong C．Doesn't say
53、 In the written test, the contestants dealt with both planned and unplanned events. A．Right B．Wrong C．Doesn't say
54、 Some of the contestants had received training in handling suspicious package. A．Right B．Wrong C．Doesn't say
55、 The finalists were interviewed separately. A．Right B．Wrong C．Doesn't say
56、 Because the final scores were close, all the contestants were re-interviewed. A．Right B．Wrong C．Doesn't say
57、 The title "Best Receptionist of the Year" went to a woman. A．Right B．Wrong C．Doesn't say
PART FIVE：Questions 23-28 58、回答58-63題： Although it is nothing new for companies to build re lationships with customers, it has generally been done on a one-to-one basis. In recent years, however, technological developments have made it possibleto build up individual relationships with clients on a much larger scale, and this more sophisticated kind of operation is known as relationship marketing. Relationship marketing alms to increase sales through deliberate efforts to retain customers and promote two-way communication with them – and new technology has made communication possible with a for larger customer base than before. The information gathered forms the basis of highly technical analyses of customer purchasing and profitability,which can be used to increase sales. The building of good personal relationships with customers is usually integral to the management of small businesses, and owners of small corner shops clearly illustrate the essence of relationship marketing, although the technology available to them is far less advanced than that available to,say, a supermarket chain. Small shopkeepers have direct knowledge of regular customers and become familiar with their needs, likes and dislikes. The shopkeepers can then provide services tailored to individual needs. Over time, a bond of loyalty is likely to develop between shopkeepers and regular customers. The benefits of relationship marketing enjoyed by small businesses are now available to big businesses, thanks to a number of developments. First and foremost is the increasing recognition of the importance of profitability of retaining existing customers. Secondly, technologies have been developed which enable the collection, manipulation and analysis of huge banks of customer information. Large retailers can use store cards to obtain detailed background information about customers' ages, salaries and lifestyles, and point-of-sale technology can be used to track purchases made by every customer. Electronic storage enables all of this information to be retained, manipulated and integrated, while detailed analyses can be carried out on ever more powerful computers. Companies are thus able to target individuals amongst their thousands of customers with unique promotions or information matb'hed to their backgrounds and to their purchasing tendencies. Thirdly, companies feel a need to use relationship marketing because of increased competition: amassing knowledge about customers and building up customer relationships through inractive contact can enable organizations to differentiate their products or services more easily form those of competitors. However, relationship marketing is not always the right route for organizations to take, and is not appropriate for all customers. Some bank customers, for example, cost more to serve than the bank actually makes form their custom, while a supermarket customer who spends very little and does not shop regularly does not justify the sxpenditure of several pounds per annum on relationship marketing. In addition, customers may not always be interested in a relationship, even where there are demonstrable benefits to be had. Overall, successful relationship marketing depends upon selecting and targeting the customers you wish to retain, and identifying sales areas where the investment and effort will be worth while. Many organizations have found the approach to be very rewarding in terms of customs retention and related profitability, but relationshi; marketing is still a developing field and is neither cheap nor easy to operate. It involves an integra. tive approach which draws marketing, quality ant customer service together; it also depends upor developing the capacity of every employee -- par. ticularly front-line staff i to market the goods oservices of the organization in a customer-focuss(way; and finally, it can require heavy investmen in appropriate information technology. In the first paragraph, the writer describes relationship marketing as A．a(chǎn)n idea that has passed in and out of fashion over the last few years. B．a(chǎn) term used for an activity that used to exist in a more basic form. C．a(chǎn) way for a company to analyze its profitability.
59、 Why are small shopkeepers used to illustrate relationship marketing? A．Their success depends on their relationships with their customers. B．They keep information about their customers on computer. C．They were the first to use the term relationship marketing.
60、 One reason why large companies didn't use relationship marketing in the past is that A．they underestimated the true value of customer loyalty. B．their customers didn't want them to collect information. C．they didn't need to find out about individual customers.
61、 One advantage of relationship marketing for large retailers is that A．they can become more widely known. B．they can respond to suggestions from customers. C．they can identify the shopping habits of customers.
62、 According to the writer, what kind of customers are unsuitable for relationship marketing? A．People who only make cash purchases. B．People who don't shop very often. C．People who have had bad experiences with shops.
63、 The writer concludes that relationship marketing is most likely to work if A．the customer cooperate. B．it is applied in small sales areas. C．the right customers are chosen.
PARI SIX：Questions 29-40 64、回答64-75題： Working in sales is one of the few areas where first impressions really matter Good sales people (29)__________to have the personality to get on with customers,Three years ago, Julian Agostino identified a (30)__________For matching (31)__________right people to sales jobs, and began Sales Moves, a recruitment fair, to achieve(32)__________He got the idea after he was (33)__________in setting up a telesales company and found (34)__________was, difficult to recruit good people. He says: (35)__________the sales sector is enormous, there appeared to be (36)__________specialist recruitment help. I decided to hold fairs across the country, which allowed employers and employees to meet." His company is doing very well. (37)__________ recently, most companies asked for graduates and offered the chance to go on to workin (38)__________parts of the company later on. Today, many are more interested (39)__________recruiting good sales people -- high achievers (40)__________ career will continue in sales.
A．need B．must C．should
65、 A．request B．claim C．demand
66、 A．a(chǎn) B．some C．the
67、 A．there B．this C．those
68、 A．involved B．concerned C．required
69、 A．that B．it C．he
70、 A．Although B．Despite C．If
71、 A．a(chǎn)ny B．few C．no
72、 A．Now B．After C．Until
73、 A．other B．a(chǎn)nother C．others
74、 A．on B．in C．a(chǎn)t
75、 A．who B．which C．whose
PART SEVEN：Questions 41- 45 76、回答76-80題： King's Human Resources Consultancy Memo To: Jim White/PA From: Marjory King/Director Subject: Conference We're taking part in the HR conference again. Gillian Rolland has agreed to give a talk on international recruitment, and she'll take three colleagues along with her. Except for Mark Hughes, they'll require single rooms for the evening before. Gillian would rather attend the earlier conference -- she's busy the week after. She's giving a PowerPoint presentation and just needs a screen -- she'll take her laptop with her. Please make the booking asap. HUMAN RESOURCES CONFERENCE 2004 There will be two. one-day conferences this year-one in Edinburgh on September 2 and one in London on September ]2. The booking fee is 100 per company, payable four weeks in advance. For groups of five or more, the fee (with a 20% reduction) is 320. Please complete the attached form and send to Simon Winters. CONFERENCE BOOKING FORM: REGISTRATION DETAILS Preferred location: (41)__________ Number of delegates: Number of hotel rooms required: (42)__________ Guest speaker (full name): (43)__________ Equipment required: (44)__________ Fee payable: (45) __________ __________
77、 __________
78、 __________
79、 __________
80、 __________
52、 Part of the phone test was to measure how clearly the contestants spoke. A．Right B．Wrong C．Doesn't say
53、 In the written test, the contestants dealt with both planned and unplanned events. A．Right B．Wrong C．Doesn't say
54、 Some of the contestants had received training in handling suspicious package. A．Right B．Wrong C．Doesn't say
55、 The finalists were interviewed separately. A．Right B．Wrong C．Doesn't say
56、 Because the final scores were close, all the contestants were re-interviewed. A．Right B．Wrong C．Doesn't say
57、 The title "Best Receptionist of the Year" went to a woman. A．Right B．Wrong C．Doesn't say
PART FIVE：Questions 23-28 58、回答58-63題： Although it is nothing new for companies to build re lationships with customers, it has generally been done on a one-to-one basis. In recent years, however, technological developments have made it possibleto build up individual relationships with clients on a much larger scale, and this more sophisticated kind of operation is known as relationship marketing. Relationship marketing alms to increase sales through deliberate efforts to retain customers and promote two-way communication with them – and new technology has made communication possible with a for larger customer base than before. The information gathered forms the basis of highly technical analyses of customer purchasing and profitability,which can be used to increase sales. The building of good personal relationships with customers is usually integral to the management of small businesses, and owners of small corner shops clearly illustrate the essence of relationship marketing, although the technology available to them is far less advanced than that available to,say, a supermarket chain. Small shopkeepers have direct knowledge of regular customers and become familiar with their needs, likes and dislikes. The shopkeepers can then provide services tailored to individual needs. Over time, a bond of loyalty is likely to develop between shopkeepers and regular customers. The benefits of relationship marketing enjoyed by small businesses are now available to big businesses, thanks to a number of developments. First and foremost is the increasing recognition of the importance of profitability of retaining existing customers. Secondly, technologies have been developed which enable the collection, manipulation and analysis of huge banks of customer information. Large retailers can use store cards to obtain detailed background information about customers' ages, salaries and lifestyles, and point-of-sale technology can be used to track purchases made by every customer. Electronic storage enables all of this information to be retained, manipulated and integrated, while detailed analyses can be carried out on ever more powerful computers. Companies are thus able to target individuals amongst their thousands of customers with unique promotions or information matb'hed to their backgrounds and to their purchasing tendencies. Thirdly, companies feel a need to use relationship marketing because of increased competition: amassing knowledge about customers and building up customer relationships through inractive contact can enable organizations to differentiate their products or services more easily form those of competitors. However, relationship marketing is not always the right route for organizations to take, and is not appropriate for all customers. Some bank customers, for example, cost more to serve than the bank actually makes form their custom, while a supermarket customer who spends very little and does not shop regularly does not justify the sxpenditure of several pounds per annum on relationship marketing. In addition, customers may not always be interested in a relationship, even where there are demonstrable benefits to be had. Overall, successful relationship marketing depends upon selecting and targeting the customers you wish to retain, and identifying sales areas where the investment and effort will be worth while. Many organizations have found the approach to be very rewarding in terms of customs retention and related profitability, but relationshi; marketing is still a developing field and is neither cheap nor easy to operate. It involves an integra. tive approach which draws marketing, quality ant customer service together; it also depends upor developing the capacity of every employee -- par. ticularly front-line staff i to market the goods oservices of the organization in a customer-focuss(way; and finally, it can require heavy investmen in appropriate information technology. In the first paragraph, the writer describes relationship marketing as A．a(chǎn)n idea that has passed in and out of fashion over the last few years. B．a(chǎn) term used for an activity that used to exist in a more basic form. C．a(chǎn) way for a company to analyze its profitability.
59、 Why are small shopkeepers used to illustrate relationship marketing? A．Their success depends on their relationships with their customers. B．They keep information about their customers on computer. C．They were the first to use the term relationship marketing.
60、 One reason why large companies didn't use relationship marketing in the past is that A．they underestimated the true value of customer loyalty. B．their customers didn't want them to collect information. C．they didn't need to find out about individual customers.
61、 One advantage of relationship marketing for large retailers is that A．they can become more widely known. B．they can respond to suggestions from customers. C．they can identify the shopping habits of customers.
62、 According to the writer, what kind of customers are unsuitable for relationship marketing? A．People who only make cash purchases. B．People who don't shop very often. C．People who have had bad experiences with shops.
63、 The writer concludes that relationship marketing is most likely to work if A．the customer cooperate. B．it is applied in small sales areas. C．the right customers are chosen.
PARI SIX：Questions 29-40 64、回答64-75題： Working in sales is one of the few areas where first impressions really matter Good sales people (29)__________to have the personality to get on with customers,Three years ago, Julian Agostino identified a (30)__________For matching (31)__________right people to sales jobs, and began Sales Moves, a recruitment fair, to achieve(32)__________He got the idea after he was (33)__________in setting up a telesales company and found (34)__________was, difficult to recruit good people. He says: (35)__________the sales sector is enormous, there appeared to be (36)__________specialist recruitment help. I decided to hold fairs across the country, which allowed employers and employees to meet." His company is doing very well. (37)__________ recently, most companies asked for graduates and offered the chance to go on to workin (38)__________parts of the company later on. Today, many are more interested (39)__________recruiting good sales people -- high achievers (40)__________ career will continue in sales.
A．need B．must C．should
65、 A．request B．claim C．demand
66、 A．a(chǎn) B．some C．the
67、 A．there B．this C．those
68、 A．involved B．concerned C．required
69、 A．that B．it C．he
70、 A．Although B．Despite C．If
71、 A．a(chǎn)ny B．few C．no
72、 A．Now B．After C．Until
73、 A．other B．a(chǎn)nother C．others
74、 A．on B．in C．a(chǎn)t
75、 A．who B．which C．whose
PART SEVEN：Questions 41- 45 76、回答76-80題： King's Human Resources Consultancy Memo To: Jim White/PA From: Marjory King/Director Subject: Conference We're taking part in the HR conference again. Gillian Rolland has agreed to give a talk on international recruitment, and she'll take three colleagues along with her. Except for Mark Hughes, they'll require single rooms for the evening before. Gillian would rather attend the earlier conference -- she's busy the week after. She's giving a PowerPoint presentation and just needs a screen -- she'll take her laptop with her. Please make the booking asap. HUMAN RESOURCES CONFERENCE 2004 There will be two. one-day conferences this year-one in Edinburgh on September 2 and one in London on September ]2. The booking fee is 100 per company, payable four weeks in advance. For groups of five or more, the fee (with a 20% reduction) is 320. Please complete the attached form and send to Simon Winters. CONFERENCE BOOKING FORM: REGISTRATION DETAILS Preferred location: (41)__________ Number of delegates: Number of hotel rooms required: (42)__________ Guest speaker (full name): (43)__________ Equipment required: (44)__________ Fee payable: (45) __________ __________
77、 __________
78、 __________
79、 __________
80、 __________