2016年商务英语高级阅读冲刺训练

距离2016年下半年商务英语高级考试越来越近了，大家准备好了吗?下面是yjbys网小编提供给大家关于商务英语高级阅读冲刺训练，希望对大家的备考有所帮助。

　How effective is your marketing?

Gone are the days when companies had departments full of staff whose role nobody understood. __【H】__. And rightly so. But when it comes to marketing, what is effectiveness, how do you measure it, and why is its measurement so important?

Businesses are starting to recognize the key marketing questions. Are we providing the right products for the right people at the right price? Are our brands better than those of our competitors? __【D】__. That’s because marketing is not the fluffy stuff that can be axed when the going gets tough-it is the essence of business. So if marketing is important, it follows that it pays to know if yours is working.

The first stage in the process is understanding your current position. How successful is you brand today? What is your market share? You should equip yourself with some sound facts and figures on which to base your conclusions. __【A】__. It could be simply to boost your sales. You may want to reinforce your leadership in a market or trounce a competitive brand. Influencing future profitability, possibly by building a short-term brand share, may be a priority. A clear objective is essential.

But how do you know your marketing is achieving your goals? __【G】__. Their success is not just related to how many boxes leave the factory. Effectiveness may not be tangible. It may be financial, it may not. ‘The brand’ is an intangible asset, but it is now seen as an important one. Quantifying the value of an intangible asset is a difficult, but not impossible, task.

It is also necessary to evaluate both long-term effectiveness and the short-term outcomes of any campaign. __【E】__. But the care of a brand is a marathon, not a sprint, and it is important not to lose sight of the long-term consequences.

Choosing the right measurement tools to evaluate a campaign is another important issue. __【F】__. The accuracy they thus ensure should be consistent over time and correspond to the wider objectives of the business. Ultimately, marketing must deliver profit.

The essential debate should no longer be about the importance of marketing, but what we should do to measure its effectiveness, and what measures will ensure survival. __【C】__. But to others it is likely to be a controversial issue-and one which can produce responses leading to widely different directions for their enterprises.

A. Having done that, next comes establishing what it is that marketing activities should be achieving.

B. Because of this, you may want to generate return on investment, perhaps by raising the quality of your brand.

C. This shift in focus will be taken as read by the most successful businesses.

D. Addressing such issues should mean that profits take care of themselves.

E. Concerning the latter, it may be tempting to be seduced by efforts that yield quick results and satisfy investor pressure for immediate returns.

F. These should be precise and based on empirical data.

G. Good strategies are not necessarily linked to production or sales figures.

H. Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses.

　拓展阅读：2016年BEC考试高级阅读重难点短语句子

Book value 账面价值(反映在账簿上的资产值)

e.g. The old photocopier is still useful, although its book value is almost nothing.

Boring and repetitive 单调重复的

e.g. In general, the computer serves best in doing all the jobs which are boring and repetitive, such as producing invoices and statements.

Bottom-end of the market 低端市场

e.g. A large computer hardware retailer positioned itself at the bottom-end of the market by undercutting all its competitors.

Bottom line 账本底线，盈亏一览结算线

e.g. You run millions of dollars through all that and you come out with nothing on the bottom line.

e.g. we never lost sight of the bottom line.

Bounce (电子邮件)弹回，退回

Bounce message (电子邮件器给发信人的)退件通知

Bounced cheque 拒付支票

e.g. Charges can be very high for bounced cheque, and administration fees are charged each time the debt increases.

Boundaryless marketing 无界营销

e.g. The notion of boundaryless marketing was fist used by Jack Welch, chairperson and CEO of General Electric.

Bourse 证券交易所，证券市场

e.g. Shares at China’s two bourses fell nearly 20 percent, although a few so-called WTO plays, such as Tianjin Port, still held retail interest

之前那个解释没经过大脑，请忽略

e.g. shares at china’s two bourses fell nearly 20 percent, although a few so-called wto plays, such as tianjin port, still held retail interest.

中国两大证券交易市场股票下跌近一成,但一些象"天津港"之类的"世贸股"仍受股民青睐.

retail adj. original meaning is 零售的. 引申一下, 股市里,以零售的.,零散的形式购买的,只有中小股民了box file 文件盒

eg: The invoice is in the box file marked "invoice".这张发票在标明‘发票’的文件盒里

brainstorming 集思广益

eg: Brainstorming can produce a lot of ideas very quickly .

通过大家自由讨论可以迅速收集多种意见

brainstorming session 集体讨论会

eg: 1. We're holding a brainstroming session on our new product next Tuesday.

下周二召开集体讨论会，研究我们的新产品

2. A brainstorming session between the managing director, the marketing director and their accountant produced a new name for the company.

在一次由总经理，营销主管及公司会计师参加的三人集体讨论会上，公司有了新名称

branch office 分公司

eg: A decision must be made about whether the branch office is to hold stock or not.

必须作出决策是否让分公司持有股份

branch out 拓展业务

eg: They are branching out to locations around the world.

他们正在世界各地迅速拓展业务