高级商务英语考试完形填空备考练习
2017年高级商务英语考试完形填空备考练习
The mountain turns around, but towards the peak extension.以下是店铺为大家搜索整理的2017年高级商务英语考试完形填空备考练习，希望能给大家带来帮助!
THE ART OF PERSUASION
'Let me nd you our brochure' is probably the most commonly ud phra in business. But all too often, it can spell the end of a customer enquiry becau many brochures appear to be produced not to clarify and to excite but to confu. So what goes wrong and how can it be put right? Too often, business fail to ask themlves critical questions like, 'Who will the brochure be nt to?' 'What do we want to achieve with it?' The truth is that a brochure has usually been produced for no other reason than that the competition has one.
However, with a little rearch, it often transpires that what the client wants is a mixture: part mail shot, part glossy corporate brochure and part product catalogue - a combination r
desperatelyarely found. Having said that, the budget is likely to be finite. There may not be enough money to meet all three marketing needs, so the first task is to plan the brochure, taking into account the most significant of the. The other requirements will have to be met in a different way. After all, introducing the company's product range to new customers by mail is a different task from lling a new ason's collection to existing customers.
The cond task is to get the content right. In 95 per cent of cas, a company will hire a designer to overe the layout, so the final product looks stylish, interesting and professional; but they don't get a copywriter or someone with the right experti to produce the text, or at least tidy it up - and this shows. A bigger failing is to produce a brochure that is not customer focud. Your brochure should cover areas of interest to the customer, concentrating on the benefits of buying from you.
Instead, thousands of brochures start with a history lesson, 'Founded in 1987, we have been lling our products .. I can assure you that customers are never going to say to themlves, 'They've been around for 20 years - I'll buy from them.' It's not how long you'
ve been in business that counts, it's what you've done in that time. The important point to get across at the beginning is that you have a good track record. Once this has been established, the rest of the brochure should aim to convince customers that your products are the best on the market.
It is helpful with content to get inside the customer's head. If your audience is young and trendy, be creative and colourful. As always, create a list of the benefits that potential customers would gain from doing business with you, for example, product quality, breadth of range, experti of staff and so on. But remember that it is not enough just to state the; in order to persuade, they need to be spelt out. One possibility is to quote recommendations from existing customers. This also makes the brochure personal to you, rather than it simply being a t of suppliers' photographs with your name on the front.
At the design stage, there are many production features that can distinguish your brochure from the run of the mill. You may think that things like cutouts or pop-ups will do
this for you and thus make you stand out, or you may think they just look like designer whims that add cost. Go through all the options in detail. One of them might be that all-important magical ingredient.
13 What point does the writer make about brochures in the first paragraph?
A Customer expectations of them are too high.
B They ought to be more straightforward in design.
芝加哥大学排名C Insufficient thought tends to go into producing them.
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D Companies should ensure they u them more widely.
14 The writer's advice to companies in the cond paragraph is to
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A produce a brochure to adverti new product lines.
B u a brochure to extend the customer ba.
C accept that a brochure cannot fulfil every objective.
ardD aim to get a bigger budget allocation for producing brochures.
15 In the third paragraph, which of the following does the writer say would improve the majority of brochures?
跑堂者A better language and expression
B better overall appearance
C more up-to-date content
D more product information
16 In the introduction to a brochure, the writer advis companies to focus on
A their understanding of the business environment.
宫保鸡丁 英文B the range of products they offer.
C their unique market position.
D the reputation they have built up.
17 When discussing brochure content in the fifth paragraph, the writer reminds companies to
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英语考试种类A consider old customers as well as new ones.
B provide support for the claims they make.
C avoid using their own photographs.
D include details of quality certification.
18 What does 'run of the mill' in line 67 mean?
A eye-catching
B complicated
C stylish
D ordinary
答案详解：
《The art of persuasion》，劝说的艺术。这里的劝说(persuasion)带点广告的意思，是指怎么样设计广告手册(brochure)才能吸引顾客，也就是劝顾客掏钱购买产品。
第一段引出话题，说广告手册常常设计得不合理，会把客户弄糊涂，从而结束客户的咨询。很多企业并没有思考一些关键性的问题，比如想通过广告手册达到什么目的。通常企业设计广告手册的原因是竞争对手拥有它。struggle什么意思
13题问第一段中作者对广告手册所做的观点是什么。答案是后面几句：business fail to ask themlves critical questions like….企业没有问自己一些关键性的问题。从这段话可以看出，作者认为企业在设计广告手册时的考虑是不周全的，没有进行深入思考。所以答案是C：设计他们时考虑得并不充分。A不对，没有提到客户的期望，只是说广告手册可能会把客户弄糊涂。B也不对，第一段并没有提到design的问题。D在原文中也没有提到。这
题稍微需要理解和概括。
