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                          2019年BEC中级阅读理解模拟题(3)

                          2019-3-15 10:56:00 无忧考网 [ 手机版 ] [ Word文档下载 ]
                          BEC网发布2019年BEC中级阅读理解模拟题(3),更多2019年BEC中级阅读理解模拟题(3)相关信息请访问无忧考网商务英语考试(BEC)?#26723;饋?

                          【导语】没有被折磨的觉悟,就没有向前冲的资格。既然选择了,就算要跪着也要走下去。其实有时候我们还没做就被我们自己吓退了,想要往前走,就不要考虑太多,去做就行了。无忧考网整理了“2019年BEC中级阅读理解模拟题(3)”,欢迎阅读参考!更多相关讯息请关注无忧考网!




                            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.

                            四个专家分别对一个度假公司的发展给出了自己的意见。怎么锁定目标客户,怎么定价,怎么打折,都是一门学问。题目信息稍微有些隐晦。话说这个BEC阅读的第一部分,普遍?#35759;?#19981;是很大,可个别题目一旦含蓄起来,也是很难在文章中找到答案的影子的。

                            第一题,通过将同样的假日出售给不同收入层次的客户是有风险的。这题的答案够隐晦?#27169;?#32780;?#20063;?#26159;特别的对应。答案是B段开头的?#27426;?#35805;。说该不该将多余的假期打折,是一个有争议的点。这样会导致一些注重预算的人被放在了SunTours’的一些更富裕的客户旁边,从而将?#25918;?#32473;毁了。注重预算的(budget-conscious)和更富裕的(more
                          affluent customers)是两种不同的收入人群,也就是different income brackets,damaging the
                          brand,毁坏了?#25918;疲?#35328;下之意,这么做是有风险?#27169;?#21363;runs a risk。

                            第二题,说?#26723;?#25552;供打折假期来增加预定的数量。答案是A段的这么一句: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。减少假日的开销可以吸引最后的客户,从而避免空余的住宿?#22836;?#34892;带来的损失。Unfilled
                          accommodation,没有被预定的住宿,对应于题目中的booking。

                            第三题,如果想要增加回头客,SunTours需要反思它的市场策略。答案在D段,需要提炼: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.先说公司应该考虑邮寄宣传册,接着说他们可以鼓励暑假的游客去休另一个假期甚至可以用来给回头客发送?#34892;?#20449;。后面的句子整个?#26723;?#23601;是如何boost
                          repeat customer,前面的consider brochure mailings是具体说明如何思考市场策略(reflect on marketing
                          methods)

                            第四题,说卖其他开发者忽略的地方的假期将会是一个不错的点子。答案是B段的这么一句:SunTours is planning to sell
                          higher-margin holidays to previously 'unmarketed' destinations for which demand
                          is greater than supply。计划出售先前没被开发的地方的更高利润的假期,在那里供不应求。Unmarketed
                          destination也就是other promoters have ignored。在供不应求的地方做生意,但是是a good idea。

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