沒有被折磨的覺悟，就沒有向前沖的資格。既然選擇了，就算要跪著也要走下去。其實(shí)有時(shí)候我們還沒做就被我們自己嚇退了，想要往前走，就不要考慮太多，去做就行了。整理了“2019年BEC中級(jí)閱讀理解模擬題(3)”，歡迎閱讀參考！更多相關(guān)訊息請(qǐng)關(guān)注！
1 SunTours runs a risk by selling similar holidays to customers in
different income brackets.
2 It is worth offering holidays at a discount to increase the number of
bookings.
3 SunTours needs to reflect on its marketing methods if it wants to boost
repeat custom.
4 It would be a good idea to sell holidays to locations which other
promoters have ignored.
5 SunTours has been disadvantaged by its approach in the past.
6 In certain locations, SunTours may be able to negotiate more favourable
contracts.
7 There is an alternative to discount holidays that would be more
satisfactory for SunTours' customers.
Four market experts offer advice to SunTours, the middle-market tour
operator
A Robert Worth
Marketing to a wider audience could lead to more people buying direct from
SunTours rather than going through travel agents, and the consequent reduction
in agents' commissions might boost company profits. Towards the end of the
season, reducing the cost of holidays would attract last-minute customers, thus
avoiding any possible loss on unfilled accommodation and flights. The company
could also increase profits by selling more specialised holidays here in
Britain, perhaps by offering breaks at historic sites and coastal
destinations.
B Steven Worrel
Whether it's worth discounting surplus holidays is an arguable point, as it
not only cuts into profits, but also results in budget-conscious holidaymakers
being put next to SunTours' more affluent customers, thus damaging the brand. It
may seem attractive at first because of tight margins, but SunTours should think
twice before taking up this option. Currently, SunTours is planning to sell
higher-margin holidays to previously 'unmarketed' destinations for which demand
is greater than supply. It is likely that accommodation providers in these
emerging holiday destinations will be more flexible when it comes to setting
terms. The firm should go ahead with this policy.
C Ursula Capalbo
Good risk management and higher sales can guarantee higher profits.
Although SunTours has always been averse to planning, the company would in fact
benefit from a risk model that forecasts the impact of discounting on cash flow
and profitability throughout the year. SunTours would then be able to change
direction when things go wrong, as they inevitably do from time to time.
Diversification can increase rather than spread risk, so caution is needed as
the company enters regions where facilities for tourists are not yet fully
developed. Targeting customers nearing retirement age, whose disposable income
and leisure time are increasing, would be ideal.
D Gillian Wilmot
SunTours knows that good relationships with customers is the key to success
in the travel business. With this in mind, the company should consider that
brochure mailings, unlike electronic communications, can attract customers and
maximise year-round opportunity. They encourage summer tourists to take another
break and can even be used to send a thank-you letter to returning customers.
Selling holidays at a reduced price is definitely not a sensible option. A
better choice would be value-added promotions which can improve profitability
and build on SunTours customers' desire for high-quality service.
四個(gè)專家分別對(duì)一個(gè)度假公司的發(fā)展給出了自己的意見。怎么鎖定目標(biāo)客戶，怎么定價(jià)，怎么打折，都是一門學(xué)問。題目信息稍微有些隱晦。話說這個(gè)BEC閱讀的第一部分，普遍難度不是很大，可個(gè)別題目一旦含蓄起來，也是很難在文章中找到答案的影子的。
第一題，通過將同樣的假日出售給不同收入層次的客戶是有風(fēng)險(xiǎn)的。這題的答案夠隱晦的，而且不是特別的對(duì)應(yīng)。答案是B段開頭的一段話。說該不該將多余的假期打折，是一個(gè)有爭(zhēng)議的點(diǎn)。這樣會(huì)導(dǎo)致一些注重預(yù)算的人被放在了SunTours’的一些更富裕的客戶旁邊，從而將品牌給毀了。注重預(yù)算的(budget-conscious)和更富裕的(more
affluent customers)是兩種不同的收入人群，也就是different income brackets，damaging the
brand，毀壞了品牌，言下之意，這么做是有風(fēng)險(xiǎn)的，即runs a risk。
第二題，說值得提供打折假期來增加預(yù)定的數(shù)量。答案是A段的這么一句：Towards the end of the season, reducing
the cost of holidays would attract last-minute customers, thus avoiding any
possible loss on unfilled accommodation and
flights。減少假日的開銷可以吸引最后的客戶，從而避免空余的住宿和飛行帶來的損失。Unfilled
accommodation，沒有被預(yù)定的住宿，對(duì)應(yīng)于題目中的booking。
第三題，如果想要增加回頭客，SunTours需要反思它的市場(chǎng)策略。答案在D段，需要提煉：the company should consider
that brochure mailings。They encourage summer tourists to take another break and
can even be used to send a thank-you letter to returning
customers.先說公司應(yīng)該考慮郵寄宣傳冊(cè)，接著說他們可以鼓勵(lì)暑假的游客去休另一個(gè)假期甚至可以用來給回頭客發(fā)送感謝信。后面的句子整個(gè)說的就是如何boost
repeat customer，前面的consider brochure mailings是具體說明如何思考市場(chǎng)策略(reflect on marketing
methods)
第四題，說賣其他開發(fā)者忽略的地方的假期將會(huì)是一個(gè)不錯(cuò)的點(diǎn)子。答案是B段的這么一句：SunTours is planning to sell
higher-margin holidays to previously 'unmarketed' destinations for which demand
is greater than supply。計(jì)劃出售先前沒被開發(fā)的地方的更高利潤(rùn)的假期，在那里供不應(yīng)求。Unmarketed
destination也就是other promoters have ignored。在供不應(yīng)求的地方做生意，但是是a good idea。
1 SunTours runs a risk by selling similar holidays to customers in
different income brackets.
2 It is worth offering holidays at a discount to increase the number of
bookings.
3 SunTours needs to reflect on its marketing methods if it wants to boost
repeat custom.
4 It would be a good idea to sell holidays to locations which other
promoters have ignored.
5 SunTours has been disadvantaged by its approach in the past.
6 In certain locations, SunTours may be able to negotiate more favourable
contracts.
7 There is an alternative to discount holidays that would be more
satisfactory for SunTours' customers.
Four market experts offer advice to SunTours, the middle-market tour
operator
A Robert Worth
Marketing to a wider audience could lead to more people buying direct from
SunTours rather than going through travel agents, and the consequent reduction
in agents' commissions might boost company profits. Towards the end of the
season, reducing the cost of holidays would attract last-minute customers, thus
avoiding any possible loss on unfilled accommodation and flights. The company
could also increase profits by selling more specialised holidays here in
Britain, perhaps by offering breaks at historic sites and coastal
destinations.
B Steven Worrel
Whether it's worth discounting surplus holidays is an arguable point, as it
not only cuts into profits, but also results in budget-conscious holidaymakers
being put next to SunTours' more affluent customers, thus damaging the brand. It
may seem attractive at first because of tight margins, but SunTours should think
twice before taking up this option. Currently, SunTours is planning to sell
higher-margin holidays to previously 'unmarketed' destinations for which demand
is greater than supply. It is likely that accommodation providers in these
emerging holiday destinations will be more flexible when it comes to setting
terms. The firm should go ahead with this policy.
C Ursula Capalbo
Good risk management and higher sales can guarantee higher profits.
Although SunTours has always been averse to planning, the company would in fact
benefit from a risk model that forecasts the impact of discounting on cash flow
and profitability throughout the year. SunTours would then be able to change
direction when things go wrong, as they inevitably do from time to time.
Diversification can increase rather than spread risk, so caution is needed as
the company enters regions where facilities for tourists are not yet fully
developed. Targeting customers nearing retirement age, whose disposable income
and leisure time are increasing, would be ideal.
D Gillian Wilmot
SunTours knows that good relationships with customers is the key to success
in the travel business. With this in mind, the company should consider that
brochure mailings, unlike electronic communications, can attract customers and
maximise year-round opportunity. They encourage summer tourists to take another
break and can even be used to send a thank-you letter to returning customers.
Selling holidays at a reduced price is definitely not a sensible option. A
better choice would be value-added promotions which can improve profitability
and build on SunTours customers' desire for high-quality service.
四個(gè)專家分別對(duì)一個(gè)度假公司的發(fā)展給出了自己的意見。怎么鎖定目標(biāo)客戶，怎么定價(jià)，怎么打折，都是一門學(xué)問。題目信息稍微有些隱晦。話說這個(gè)BEC閱讀的第一部分，普遍難度不是很大，可個(gè)別題目一旦含蓄起來，也是很難在文章中找到答案的影子的。
第一題，通過將同樣的假日出售給不同收入層次的客戶是有風(fēng)險(xiǎn)的。這題的答案夠隱晦的，而且不是特別的對(duì)應(yīng)。答案是B段開頭的一段話。說該不該將多余的假期打折，是一個(gè)有爭(zhēng)議的點(diǎn)。這樣會(huì)導(dǎo)致一些注重預(yù)算的人被放在了SunTours’的一些更富裕的客戶旁邊，從而將品牌給毀了。注重預(yù)算的(budget-conscious)和更富裕的(more
affluent customers)是兩種不同的收入人群，也就是different income brackets，damaging the
brand，毀壞了品牌，言下之意，這么做是有風(fēng)險(xiǎn)的，即runs a risk。
第二題，說值得提供打折假期來增加預(yù)定的數(shù)量。答案是A段的這么一句：Towards the end of the season, reducing
the cost of holidays would attract last-minute customers, thus avoiding any
possible loss on unfilled accommodation and
flights。減少假日的開銷可以吸引最后的客戶，從而避免空余的住宿和飛行帶來的損失。Unfilled
accommodation，沒有被預(yù)定的住宿，對(duì)應(yīng)于題目中的booking。
第三題，如果想要增加回頭客，SunTours需要反思它的市場(chǎng)策略。答案在D段，需要提煉：the company should consider
that brochure mailings。They encourage summer tourists to take another break and
can even be used to send a thank-you letter to returning
customers.先說公司應(yīng)該考慮郵寄宣傳冊(cè)，接著說他們可以鼓勵(lì)暑假的游客去休另一個(gè)假期甚至可以用來給回頭客發(fā)送感謝信。后面的句子整個(gè)說的就是如何boost
repeat customer，前面的consider brochure mailings是具體說明如何思考市場(chǎng)策略(reflect on marketing
methods)
第四題，說賣其他開發(fā)者忽略的地方的假期將會(huì)是一個(gè)不錯(cuò)的點(diǎn)子。答案是B段的這么一句：SunTours is planning to sell
higher-margin holidays to previously 'unmarketed' destinations for which demand
is greater than supply。計(jì)劃出售先前沒被開發(fā)的地方的更高利潤(rùn)的假期，在那里供不應(yīng)求。Unmarketed
destination也就是other promoters have ignored。在供不應(yīng)求的地方做生意，但是是a good idea。