剑桥商务英语高级-117
(总分100,考试时间90分钟)cretary general
READING
英语四级考试查询>christmas in my heartPART ONE
· Look at the statements below and at the five extracts on the opposite page from an article giving advice to people tting up a business.
· Which extract (A, B, C, D or E) does each statement (1-8) refer to?
· For each statement (1-8), mark one letter (A, B, C, D or E) on your Answer Sheet.
· You will need to u some of the letters more than once.
A
So you think you're an entrepreneur, and you want to start up a company. First, be sure youwalch
're really an entrepreneur, and not an inventor. **e up with ideas, entrepreneurs make a business out of them: it's important to know where your abilities lie, as inventors can fail mirably at running a business. Also, you need to be confident that you can adapt your management style to meet new demands if **pany is a success. Leading the management team of a growing business is very different from leading a newly **pany.
B
soa是什么If **pany proves successful, it will probably change out of all recognition, and may em to posss a life of its own, with institutional shareholders, regulators and employees to consider as well as customers and bank managers. That is the time to consider how far the aspirations of the business you founded still mirror your own. If they have diverged widely, and you feel you have built just the sort of business that you perhaps tried to escape from in the first place, it may be time to leave.
C
环境影响评价师Bringing an idea to life requires an organisation. If you are going into business with your friends, make sure you treat them as professionally as you would your arms-length business partners, becau the odds are that you'll fall out with them. It may not em important at the start, but it will strengthen **pany if you ensure that its constitution documents are designed with your specific business and circumstances in mind, and that they clearly establish what will happen in the event of a withdrawal from the business by one of the founding shareholders.
D
Think carefully about the capital structure of the business. You could be storing up a problem for **pany in the future - for example, by allocating shares to founders in a way that could lead to a stand-off if they refu to e eye to eye on key issues. Similarly, when you eventually recruit new nior team members, think carefully about what to offer them. Don't give away share options too early. As a rule of thumb, cash is sufficient reward for knowledge and skill. Keep equity up your sleeve for **mitment.
E
As your business grows, you need to keep the right balance between management control and entrepreneurial spirit. Too much control, and the business will ultimately cea to grow. Too little, and growth could be unsustalnable. You'll need to employ managers, but remember that their job is to build the infrastructure to underpin a business that until now may have run on the basis of your salesmanship and excitement. The risk is to bring in managers who are too much like you, without the necessary experience of nursing a newly founded business through its evolution.
1. You should plan ahead in ca a founder of **pany choos to leave it.
2. A company which is expanding today may not always continue to do so.
3. The distribution of equity among the founders can affect the smooth running of the business.
4. Your function in the organisation is different from that of the other managers.
5. Your method of running the business will have to be modified as **pany develops.
6. Your business may evolve into a form that you are not satisfied with.
犬养毅7. Delay offering employees a financial stake in **pany.
you give good love8. You need to identify your personal strengths and weakness.
PART TWO
· Read this text taken from an article about marketing.
· Choo the best ntence from the opposite page to fill each of the gaps.
japane young wife· For each gap (9-14), mark one letter (A-H) on your Answer Sheet.
forgetmenot· Do not u any letter more than once.
How effective is your marketing?
Gone are the days **panies had departments full of staff who role nobody understood. Today we are all accountable and have to be able to demonstrate the value of our contribution to our business. And rightly so. But when it comes to marketing, what is effectiveness, how do you measure it, and why is its measurement so important?
Business are starting to recogni the key marketing questions. Are we providing the right products for the right people at the right price? Are our brands better than tho of **petitors? (9) That's becau marketing is not the fluffy stuff that can be axed when the going gets tough - it is the esnce of business. So if marketing is important, it follows that it pays to know if yours is working.
