PART ONE A The CPI surged 8.7 percent in February year on year, the highest rise for this key inflation figure in over a decade. The February figure was 1.6 percentage points higher than that of January. Normally, a 3-percent growth of CPI is regarded as inflation. The CPI growth rate cast a shadow over the Chinese economy and put the government in a tight spot. The government could continue to take monetary measures such as jnterest rate hikes，but it would be against the international trend of interest rate cuts since the global economy has been on the recession track due to the U.S. subprime mortgage crisis. Further rate hikes would draw in speculative currency, which might lead to problems such as liquidity. B The consumer price index(CPI), the barometer for inflation, grew 7.7 percent in May year on year, 0.8 percentage points lower than that in April, according to the National Bureau of Statistics(NBS). It came as no surprise for financial institutions that the CPI dropped in May month on month, as food price, a major trigger for this round of inflation, dropped considerably thanks to an abundant summer supply. There is no quick fix yet to cure inflation. But Song Guoqing, economics professor of Peking University, stated the most efficient and simple way to control inflation is to control money supply. He called on the central bank to strictly reinforce stringent monetary policy to resolve inflation pressure. C The consumer price index(CPI), the barometer for inflation at the retail level, grew 6.3 percent in July year on year. The year-on-year growth rate slowed compared with the CPI's 7.1-percent growth rate in June. But month-on-month growth accelerated 0.1 percentage point from June to July. Inflation pressure also gained momentum after dropping in May and June. Food prices, which account for one third of the CPI basket and are considered as a major trigger of this round of inflation, rose 14.4 percent in July. D "Combating inflation" ceased to be the government's priority as the consumer price index (CPI)growth rate continued to drop. Instead, the government has switched the focus of the country's macro-control policies to "maintain growth" against the backdrop of the global economic downturn. In September, the CPI grew 4.6 percent year on year. but fell 0.3 percent. age points compared with that of August. The CPI growth rate dropped for five consecutive months, demonstrating that government efforts to cap runaway inflation were paying off. Economists expect inflationary pressure to continue to ease in the fourth quarter. E The consumer price index(CPI), the barometer of inflation, was down 0.3 percent in October compared with that of September. The National Bureau of Statistics(NBS)said the CPI's year-on-year growth in October was 4 percent, the lowest growth rate in 17 months. The government has made "reinina in infiation" its top economic priority since the middle of last year, when citizens were hit with soaring costs of living. Afterwards, six rounds of interest rate hikes and other measures to cool the economy paid off as economic growth slowed amid the global financial turmoil.
1. CPI growth rate in this month is the lowest in seventeen months.
2. CPI growth rate in this month puts the Chinese government in a dilemma.
A
3. By this month, CPI growth rate has dropped for five months.
D
4. CPI growth rate drops 0.8 percent on the basis of the previous month.
B
5. Monetary policies such as continuous interest rate increase have been put into practice.
E
6. Lots of countries in the world have cut interest rate because of the global economic recession.
A
7. Stringent monetary policy was suggested to carry out to respond to inflation pressure.
B
8. Chinese government's priority has been changed to respond to inflation pressure.
D
PART TWO
How the Accountants Influence the Decisions
Accountants in industry are often asked to evaluate projects．In the recording industry this ususlly means working out the effect on comjpany profits of the fine print in a recording contrace．Many people think it must be straightforward，but，like many publishing contracts，the devil lies in the detail． 1 ．There is a high level of front-end investment in trying to“break” (popularise)an artist which usually comprises a non-returnable advance on royalties，recording costs，promotional costs and tour support costs which sometimes even extend to large“buy-on”fees to support major artists on big tours；i.e.they pay to play． Usuallv the first dePartment involved in a decision to sign an artist is the A&R (artistes and repertoire)department．Sometimes unfairly labeled the Urn & Ah department．they play a vital role in identifying potential stars．About 95％of the artists don't make the grade． 2 ．This financial analysis is called a Deal Memo and it also assist in the negotiation process． When A＆R have identified a signing then there are a number of key decisions to be made in which the business affairs and finance departments become closely involved． 3 ．Will it be a direct signing，i.e.，will the company be contracting directly with the artist，or has the artist been savvy enough to incorporate his own company and“loan out” his services to his own company?If the contract is with the artist's company then it is vital that the record company get the artist to sign a letter(called an inducement letter)stating that he personally undertakes to fulfill his contractual obligations should his company be unable to do so；e.g.if it were wound up． 4 ．Pete Waterman's PWL with artists such as Kylie Minogue，Jason Donovan and Rick Astley was a good example of a production house．Other examples are 1ease-tape deals and R&D(pressing and distribution)where the record company does not actually own the product but can sell it under its name for a 1imited period． 5 ．This will largely concentrate on the advances，royaltv rates and contract terms that should be offered to make it attractive to the artist to sign 6 ．It should be product based，for example，on the number of albums to be delivered by the artist(known 38 the“minimum commitment”)，rather than time based．Ideally the record company would want to sign the artist for just one album with multiple options for further albums at its sole and absolute discretion，so if the artist is a flop，then the contract is terminated after one album，but if he or she is a success then options are exercised． A．the term of the contract is very important． B．Having decided on the form of contract then，the finance department comes int。the Dicture in assessing and analyzing the structure of the deal． C．Other possible forms of contract that could be considered are production house deals where a specialist company agrees to supply a number of artists to the record company． D．Firstly，it must be decided what form the contract is going to take． E．However，for the very few artists that the record companies successfully" break" then there is big money to be made and it is therefore vital that any proposed deal undergo a through financial analysis to ensure that the company is not over-committed． F．Contrary to popular myth that it is easy to make money in the music business，most artists actually lose money for the recording companies． G．Importance should be attached to both the term and form of the contract． H．In the recording industry this usually means working Out the effect on company profits of the fine print in a recording contract．
PART THREE Dear sir, Thank you for your kind letter of December 11, 2003. We are happy to know that our paper entitled "Purification of Clostridium perfringens phospholipas C (@-toxin) by affinity chromatography on agarose-liked egg-yolk lipoprotein" (Art no. RPP-1265) will be acceptable. We have tried to shorten and revise the manuscript in line with the suggestion made by one of the reviewers and yourself. I am enclosing duplicate copies of the revised version. In answer to the questions raised by the reviewer, we must admit that we have not tested for lipase activity known to exist in culture of this organism. However, since our purified phospholipase C was found homogeneous by various criteria, we believe contamination with lipase, if there is any, is likely to be slight. In any case, we will test for lipase activity as soon as possible. As to the second question, we realized that the lipoprotein in affinity adsorbent was attacked by the enzyme to a small extent; a minute amount of phosphorycholine was always detected in the break-through peak. As reported, however, the same column can be repeatedly (at least four times) without losing its affinity for the enzyme. We still do not know whether or not all of the multiple forms of enzyme are artifacts formed exclusively during isoeletric focusing. But some evidence is now available for the presence of at least two forms of enzyme, which are separable by methods other than isoeletric focusing, i. e. CM--or DEAE--Sephadex chromatography (unpublished data). The clarification of this question is now in progress in our laboratory. We have accepted all the suggestions penciled in by the reviewer on the original manuscript; the abbreviation SDC has been avoided. Through these revision we have succeeded in shortening the manuscript by two pages in total, although the page numbers have been kept unchanged. In the revised manuscript we have put the reference numbers in the right order as requested. We would like, however, to keep the designation of the figures as it was, since we believe the suggestion may be based on a misunderstanding on the part of reviewers. As suggested, we have improved the description of the essential step involved in preparation of the affinity adsorbed (page 6,5th line from the bottom of the original manuscript) as follows; "by centrifuging the mixture at 13,000g for 15 min. to discard the precipitate." I hope that these revisions and the shortened text are satisfactory and that the revised version will be acceptable for publication in Biochimica et Biophysica Acta. I also hope the revised manuscript will reach you before January 1. Sincerely yours, Nobuo Ogata, M.D.
1. The author wants his paper ______.
A.to be revised
B.to get a prize
C.to be published
D.to be looked through
A B C D
C
2. The author is likely to major in ______.
A.biology
B.physics
C.geology
D.journalism
A B C D
A
3. The reviewer has put forward with ______ questions.
A.2
B.3
C.4
D.5
A B C D
B
4. Which of the following suggestions the author didn't accept?
A.Avoid using the abbreviation SDC.
B.Shorten the manuscript.
C.Put the reference numbers in the right order.
D.Eliminate the designation of the figures.
A B C D
D
5. What is the probable date when the letter is written?
A.Dec. 26th
B.Jan. 3rd
C.Apr. 1st
D.Oct. 2nd
A B C D
A
6. ______ people at least have reviewed the paper.
A.2
B.3
C.4
D.5
A B C D
B
PART FOUR
Business communication
One of the most important features in any business is communication. Good communications are required at all stages of the business process. Businesses employ, and are owned and run by, various groups of people. Workers, directors and shareholders are three important groups closely 1 with a business. Other influential groups include customers, suppliers and the government. Communication 2 between these groups and the individuals who make up the groups. Within 3 companies internal communications occur at, and between the various levels. Directors communicate with one another concerning the company's overall strategy. They 4 managers of their plans, and the, managers then communicate with the other employees. 5 are conducted concerning pay and working conditions. Managers communicate decisions and orders and try to 6 morale and motivation through good communication. Employees 7 communicate with each other, for example over production and wages. External communication occurs when a company's directors or employees communicate with those individuals and groups who 8 with the company. Shareholders receive copies of the company's annual accounts, together with the 9 of the Chairman and Directors. Government departments require statistical and financial information from the company. An advertising agency is 10 about the company's advertising policies. Customers need to know if goods have not been dispatched and suppliers contacted if their goods have not been delivered. Reliable and effective communication is one of the key elements which leads to efficient management of a company.
improve是改进的意思。经理们互相交流公司的决策和制度，并且试图通过良好的交流改善公司成员的斗志和动力。A选项grow有增长的含义，但其作为“增长” 解释时是不及物动词。C选项gain是取得之意，但文中有“好上加好”之意，因此improve更合适。B项mount与grow情况相同，为不及物动词，文中morale and motivation之前无介词。
If you want to set up shop on the Internet, the first thing you will need to get started is, quite simply, SOMETHING to sell. You will need to find a supplier 1 a large inventory of wholesale items. The products have to be at a low enough cost that you can make a large profit margin 2 re-sale. Plus you will need a large variety of items to cover a wide range of your customers' needs and preferences 3 will keep them coming back by offering new items. Next you will need a professional looking website that will give your company 4 well established look and make your customers enjoy 5 experience at your website and will create an environment in which they will want to make purchases. It is also a good idea to accept credit card payments. With the development of secured orders forms, the majority of Internet customers want the convenience to be able to pay (36) their credit card rather than mailing a check 6 money order. And finally, you will need the marketing strategies that will effectively show you how to bring new customers to your site, and keep them coming back as repeat customers. 7 this point, the World Wide Web is clearly unstoppable. The amount of sales exceeded ＄ 10 billion dollars last year and is predicted to steadily increase each year 8 thousands of Internet users are jumping on-line daily and making their purchases. You can be set up to accept their orders and claim 9 share of this multi-billion dollar a year market.
1.
WITH
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ON
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WHICH/THAT
4.
A
5.
THEIR
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WITH
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OR
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AT
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AS
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YOUR
PART SIX New Innovation Needs Three Phases 0 Almost every new innovation goes through three phases. When initially introduced 00 into the market, the process of adoption is slow. The early models are that expensive 41 and hard to use, and perhaps even unsafe. The economic impact is relatively very 42 small. The second phase is the explosive one, because where the innovation is rapidly 43 adopted by a large number of many people. It gets cheaper and easier to use and 44 becomes something familiar with. And then in the third stage, diffusion of the 45 Innovation slows down again, as if it permeates out across the economy. During the 46 explosive phase, the whole new industries spring up to produce the new product or 47 innovation, and up to service it. For example, during the 1920s, there is dramatic 48 acceleration in auto production, from 1.9 million in 1920 to 4.5 million in 1929. This 49 boom was accompanied by all sorts of other essential activities necessary for an the 50 auto-based nation: Roads had to be built for the cars to run on; refineries and oil 51 wells, to provide the gasoline; and garages, to repair them. Historically speaking, the 52 same pattern is repeated again and again and with innovations. The construction of the electrical system required an enormous early investment in generation and distribution capacity.
1.
VERY
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BECAUSE
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MANY
4.
WITH
5.
IF
6.
THE
7.
UP
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CORRECT
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THE
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CORRECT
11.
SPEAKING
12.
AND
WRITING
PART ONE
1. Question 1 ·The bar chart below shows the cost of buying three different photocopiers, the cost of a warranty on each machine, and their expected tuning costs for the first two years. ·Using the information from the chart, write a short report comparing the costs for the three machines. ·Write 120-140 words. Expected total costs for initial two-year period: Carda—$1,900 KD—$1,800 Sebu—$1,800
[范文] Report of Photocopier Costs Of the three types Of photocopiers，Carda，KD and Sebu，Carda has the lowest purchase price. It is about$600，but its expected running cost for the first two years is the highest with its warranty cost at the mid-level of the three photocopiers. In comparison, the purchase price of the KD is higher than that of Carda; whereas the expected running cost of the KD is much less than that of the Carda. However, the KD's warranty cost of $ 200 is the highest of the three. Meanwhile, the Sebu's purchase price is the highest of the three, some about$ 1, 000, but it costs the least in warranty and running for the first two years. In conclusion, it would be advisable to buy the KD photocopier, for it is generally more advantageous in cost than others.
[妙句] 1. In comparison: 相比而言。 2. In conclusion: 总而言之。
PART TWO
1. Questions 4 ·Your company has planned three staff development courses: ·Time management for all; ·Health and Safety procedures in the workplace; ·Better interpersonal communication skills ·You have been asked to write a report, explaining which one of these courses you think would be most useful for people who do the same kind of job as you. ·Write the report, saying which course you have chosen. Explain why you feel it would be the most useful and also explain why the others are not so suitable. ·Write 200- 250 words your Answer Sheet.
(略)
2. Question 3 · As China's market economy has been getting more mature gradually, more attention should be paid to customer service, if companies want to maintain sustainable development. The managing director has asked you to suggest ways of improving customer service of your company. · Write a proposal for the managing director, including the following information: · reasons for strengthening the customer relations department; · ways of handling customers' complaints; · why and how the after-sale service should be improved; · decision to adopt the policy of "The customer is always right". · Write 200-250 words on the separate answer paper provided.
略
3. · The company you work for faces increasing competition and the managing director has asked you to suggest ways of meeting this challenge. · Write a proposal for the managing director, including the following information: · reasons for the increased competition · ways to increase sales · any extra resources that might be needed · any disadvantages there might be. · Write 200-250 words on a separate sheet.
略
LISTENING
PART ONE THE NEW SERVICES OF AIRLINE TRAVEL Premium Class at Lower Prices 1. Alaska Air and America West have revised ______. 2. Air Trans is eliminating ______. 3. It will soon be flying the ______ with Boeing 717s. 4. Best bet: check with travel agent to ask about premium-class ______. More Long-haul Nonstop Service 5. International carriers are launching a raft of ______ between US and other world countries. 6. Flying time between California and Singapore is cut up to ______ off. 7. Singapore Airlines has crafted in-flight service to accommodate the ______. 8. Emirates has equipped its ______ jets with three cabins. 9. It has also offered first-class passengers ______ with closing doors. 10. Qantas will launch nonstop service between ______ and Brisbane. The Rise of Online Check-in 11. Internet check-in and ______ boarding passes. 12. Checking-in on the Web means reducing airport ______ and avoiding crashing.
[解析] 1-12 Good morning, everyone. Today, I'd like to talk about a new model of corporate business travel by air. Let's first look at premium class at lower prices. Two airlines, Alaska Air and America West, have drastically revised their fare structure which means greater availability of first-class seats at sharply reduced prices. Another carrier, AirTran, is eliminating its commuter-jet operation and will soon be flying the regional routes with Boeing 717s equipped with AirTran's spacious, business-class service. And a fourth, all-coach ATA Airlines, is equipping its entire fleet of jets with business-class cabins. Domestic premium-class travel is enjoying a substantial rebound this year. However, there is no simple, surefire way to find low-priced first-class service or business-class seats. Your best bet is to check with your travel agent or corporate travel adviser and ask if there is a reasonably priced premium-class option on your next flight. You'll be surprised to learn that a seat up front now often costs less than a trip in coach. Next is more long-haul nonstop service. While the rest of the airline industry struggles to regain its financial equilibrium, one segment of travel is undoubtedly entering its golden age. Thanks to a new wave of long-haul jets such as the Airbus A340-500, international carders are launching a raft of non-stop flights between the United States and distant global outposts of world commerce. The long-haul parade began in February when Singapore Airlines began flying nonstop between Los Angeles and Singapore. The 18.5-hour flight, the world's longest nonstop, cuts up to 3 hours off the previous connecting flying time between California and Singapore. To accommodate the very long flying time, Singapore Airlines has crafted its in-flight service accordingly. The A340-500s on the route feature just 64 seats in Singapore's sybaritic Raffles business class and only 117 seats in the airline's upgraded coach cabin. Each cabin also has its own in-flight lounge where passengers can meet, mingle, relax and wile away the flying time. Another breakthrough in long-haul travel comes from Emirates, which later this year will launch nonstop flights from New York and San Francisco to its hub in Dubai. Emirates, the flag carrier of the United Arab Emirates and one of the world's most respected air-lines, has equipped its A340-500 jets with three cabins. Most notable is the airline's first-class service, which will offer passengers private rooms with closing doors. Each room will offer a plush seat that turns into a roomy, flat bed, extensive in-flight entertainment options, ample storage areas and a button to summon in-flight room service. Other notable new long-haul routes are debuting this year: Cathay Pacific's nonstop flights between New York's Kennedy airport and its Hong Kong hub; Qantas' nonstop service between Los Angeles and Brisbane; and Air New Zealand's launch of flights between San Francisco and Auckland. As stringent security measures clog up airport ticket counters and check-in desks, major U. S. airlines have responded with what could be the ultimate post-9. 11 amenities: Internet check-in and print-them-yourself boarding passes. The systems allow travelers to check in electronically for a flight via the airline's Website as much as 24 hours before a flight's scheduled departure. After checking in, travelers can then print out their own boarding passes right off the Web. Accomplishing these two routine tasks on the Internet means that travelers can reduce their airport waiting time and avoid the crash of passengers at airline ticket counters and check-in kiosks.
2.
COMMUTER-JET OPERATION
3.
REGIONAL ROUTES
4.
OPTION
5.
NON-STOP FLIGHTS
6.
3/THREE HOURS
7.
LONG FLYING TIME
8.
A340-500
9.
PRIVATE ROOMS
10.
LOS ANGLES
11.
PRINT-THEM-YOURSELF
12.
WAITING TIME
PART TWO Task One-Job ·For questions 13-17, match the extracts with the people, listed A-H. ·For each extract, decide which job each speaker was interviewed for. ·Write one letter (A-H) next to the number of the extract. A marketing manager B computer programmer C secretary D personnel management assistant E engineering manager F maintenance supervisor G finance director H quality control manager
[解析] 13-22 Speaker One Man: This is a great chance and just what this region needs. The unemployment here has been very bad and we've been very lucky to be chosen for this new factory. And this position would be a step-up for me... a real advancement, so to speak. It could lead to me having my own department one day and a senior position. Especially if I pass the certificate in Human Resources which I've almost finished. If I'm appointed, I'd have to draw up a list of everyone who's applied to the company and then help with the selection process. It helps knowing the area and I've already got quite a few contacts and I told them that all of my experience has been working with people. Speaker Two Woman: I didn't apply for this job. They wrote and asked me to come for an informal interview. It must have been because I've had considerable experience with the accounting system they use and I've done a lot of work on pricing and costing of new lines at a high level. They'd like me to start to work very soon. It's important to be in at the beginning when you deal with the money side, to make sure everyone stays within the budget constraints which you decide. But I'm not really sure about it at all. I've got a good job now and I'm happy where I am and not really looking for a change. It needs a lot of thought as they are a good company. Well, I've got the weekend ahead to think about everything. Speaker Three Man: Yes, I know a lot about this company. They are very good and I've had contact with them before, at various trade shows and advertising conferences in this country. It would be good to work for them. I would be doing the same sort of thing, except on a bigger scale. It's not a promotion or anything. The same grade and money but.., more presentations and a lot of consumer research. Although I like my present job, this would give me an opportunity to get around a bit more, to visit their overseas offices. In fact they are launching a big campaign soon in ten different countries and they'd like me to coordinate some of it. It would be a great chance and I accept it. Speaker Four Woman: It's going to be a successful venture. I can feel it and I'd really like to be involved. But I expect there were a lot of very well qualified applicants, what with all the word processing courses around and the number of computers in people's homes. But I've got all the keyboard skills. I'm fast and accurate and I can spell well. I've been doing the job for over ten years, since the days of typewriters. This is the same job but I think it would be interesting.., and I like the area. I'd really enjoy living here. Well, you can only hope. You never can tell with interviews. Speaker Five Man: Yes, indeed. I was very impressed and I must say that... Well, perhaps it's best not to say anything. But I do feel confident about it. There were some interesting questions, but my line of work is very technical so you know it or you don't. It's not as simple as people think. It's not just a question of checking the product at the end of a conveyor belt but setting up a continuous system which monitors every aspect of the production process. This is the only way to get an end product without fault. I hope I get the job. [精析] 听力原文中出现：the certificate in Human Resources(人力资源证书)，而且叙述者提到自己考取此证，将会对自己的职业发展有帮助，说明此叙述者是从事和人力资源相关的工作，故答案为D。
2. ______
A B C D E F G H
G
[精析] 这段听力原文的叙述者在说到自己的工作经历时，说：I've had considerable experience with the accounting system，说明他的工作是和财务管理相关的．故答案为G。
[精析] 听力原文中提到了：it's not just a question of checking the product…but setting up a continuous system等．说明此人工作是对产品质量的监控，故答案为H。 Seetion Two Questions 18-22
TASK TWO-MOTⅣATIONS · For questions 18-22，match the extracts with the motivations，1isted A-H． · For each extract．choose the motivation stated． · Write one letter(A-H)next to the number of the extract． · Do not use any letter more than once．There are some extra letters which you do not need to use． A．I'm looking for chances for promotion． B．I simply work for pleasure． C．I work for money to su rvive。 D．I work for relative experience． E．I work for personal furnllment． F．I value the respect from people and the nice atmosphere． G．I work for the flexibility and freedom that it supplies． H．I think bonus is a good way for recognizing my work．
6. ______
C
18到22题谈的是在工作中的激励问题，即由于什么原因使得说话人选择该工作。第一段讲话中，说 话人的态度很明确，就是为了钱。他的观点是，如果没有一份稳定的工作来保障收人，激励就是一句空话，而且一个人为了钱和生存而工作，在他看来也是完全正常的。材料中有这样的句子为证：“…you need the money you earn to survive．”因此C是正确答案。
7. ______
A
讲话人在开始时曾经抱怨了老板对自己的努力视而不见，但种种努力也恰恰反映出她对工作的积极态度。在后半部分，她谈到了自己想采取的行动，如主动和主管交流，谈谈career path等，而这么做的真实目的在她的最后一句话点明：“I just wanted to see moicexcitement and variety added to my career．”由此可以推断，她工作的动力是为了升职和事业的进一步发展，故选择A。
8. ______
H
讲话人很明确地提到，类似免费午餐和奖金这样的激励机制，对他是很奏效的。他认为，这是对那些拿着低工资人群的所做的工作表示承认的最佳方式，他在讲话中这么说，“…bonuses are a very good way in recognizing my performance and contribution to the company．”由此判断选项H正确。
9. ______
F
讲话人承认，大多数公司都通过物质奖励来留住员工，而忽略精神方面的奖励，即她提到的“…respects and atmosphere in the company．”同事的尊重和公司的氛围。她认为，如果仅仅采取物质奖励，那么员工们一旦有了更好的选择，马上就会离开。由此我们可以推测，她更看重的是内在因素，而非物质上的奖励，所以选择F。
10. ______
E
讲话人同样也承认了物质财富的重要，他说“To underplay the importance of money and benefits to people who work is a mistake．”但对于他个人而言——注意这个短语“As for me，”通常后面都会接续表示转折意思的语句——他明确地指出，是为了个人的成就感：“I work for personal fulfillment．”这句话正好与选项E相对应。而后面的几句话也进一步证明了说话人的这个观点，如乐于完成任务，成就感等等。
1. What is true about film producer's placing brands in films?
A.It depends on the budget of the film.
B.Companies are usually willing to pay $1,200,000 for placing their brands in films.
C.Companies are usually willing to pay $120,000 for placing their brands in films.
A B C
A
[解析] 23-30 Woman: What kind of finances can film producers expect by associating with brands? Man: Right now, companies are willing to pay amounts ranging between $120,000 and $1,200,000. for placing their brands in films, but it depends on the budget of the film. Big-budget films with big stars can expect more. The size of this advertising is expected to grow nearly 100 percent in the next two to five years as more and more companies get attracted to this kind of advertising. Woman: What are the advantages of in-film advertising to producers and advertisers? Man: Advertisers are able to get big stars at a fraction of the costs they would normally shell out for an exclusive tie-up. Films are not subject to surfing, zipping or muting (unlike in TV and other media). Films appeal to emotions and scenes in films catch people off-guard unlike an advertisement, which catches the audience in a cold-evaluating mood. Films transcend geography, class and cultural barriers and catch people in a receptive moo& And films are target-specific. Woman: How can films and brands connect? Man: A film-viewer bas a short attention span. The best way to deliver the message is to catch the viewer off-guard when his rational defense is down. Appealing to viewers' emotions is better than appealing to their rational thought. The rational gate examines the advantages, benefits and features, and seeks value for money; the emotional gate is all about trust, love, identification and belief. Films operate at the emotional level Placing a product in a film is catching the viewer at an emotional level when he can connect with the brand. There can be synergies between brands and films. The successful integration of product placement within the film's storyline has a long history-the first example being the yellow Rajdhoot bike used in Raj Kapoor's Bobby. Hollywood also leveraged brands such as BMW (Bond movies), Jaguar, Ford, Ray Ban (Tom Cruise in Risky Business and Mission Impossible), Starbucks coffee, AOL and AT&T. Wan: Song-and-dance sequences invariably feature an ad in the background but most people don't recall such scenes in detail What is the advantage of the advertisement then? Woman: It is true that ads have to be carefully placed in a film and one bad placement can do more damage than 10 good placements. Artistic integrity is crucial for successful brand placements and the operation has to be woven into the script. Sometimes, unreasonable clients demand more footage although research has shown that a two-minute clip can effectively deliver a message in a credible manner. The placement should be woven into the fabric of the film and shouldn't be contrived and unnatural. Wan: Do such placements result in tangible benefits to the products advertised? Woman: In the recently placed ad for Castrol engine oil in film Cbalte Cbalte, the makers of the engine have reported tangibly increased sales of the oil after the film's release. The product seems to have connected on an emotional level with truck fleet drivers and owners. Ray Ban also benefited by its association with film Men in Black. [精析] 此题是对文章细节的提问。开篇就提到：companies are willing to pay amounts ranging between $120，000 and $1，200，000…but it depends on the budget of the film，意思是根据影片预算的不同，公司愿意支付从12万到120万不等的金融，因此，答案为A。
2. When is the size of this advertising expected to grow nearly 100 percent?
4. What is true about the rational gate and emotional gate?
A.The emotional gate is all about trust, love, identification and benefits.
B.The rational gate examines the advantages, belief and features, and seeks value for money.
C.The emotional gate is all about trust, love, identification and belief.
A B C
C
[精析] 听力原文提到：The rational gate examines the advantages，benefits and features，and seeks value for money；the emotional gate is all about trust，love， identification and belief，对比题目选项，可得正确答案为C。选项A中benefits是属于 rational gate的，选项B中belief是属于 emotional gate的。
5. At what level do films operate?
A.Films operate at the rational level.
B.Films operate at the emotional level.
C.Films operate at the cold-evaluating level.
A B C
B
[精析] 听力原文中提到Films operate at the emotional level，故答案为B。
6. Which of the following is not mentioned for successful integration of product placement within the film's storyline?
A.Yellow Rajdhoot bike used in Raj Kapoor's Bobby.
B.BMW (Bond movies).
C.Benz.
A B C
C
[精析] 此题可采用排除法，听力原文中提到若干商标名．在材料出没有出现的即为答案]故此题选择C。
7. What is important for successful brand placements?
A.Artistic integrity.
B.The operation.
C.Song-and-dance sequences.
A B C
A
[精析] 此题是对文章细节的提问，听力材料中提到：Artistic integrity is crucial for successful brand placements，故答案为A。
8. What is the proper length of footage for successful brand placements?
A.As long as possible.
B.As short as possible.
C.A two-minute clip.
A B C
CB
[精析] 听力原文中提到：Sometimes， unreasonable clients demand more footage although research has shown that a two-minute clip can effectively deliver a message in a credible manner，意思是有时，一些客户要求尽可能多的整片，虽然说研究表明两分钟即可传达有效信息。因此，这里答案应为C。
SPEAKING
PART ONE
1. Choose one of these three topics and prepare a short (about one minute) talk about it. 1. Candidate 1 A . Time Management: the importance of managing time effectively during the working day B. Human Resources: the importance of appraisal in maintaining staff motivation C. Marketing: the factors involved in building a brand image 2. Candidate 2 A. Career Development: the importance of work experience when studying for business qualifications B. Business Strategy: the importance of quality in maintaining a competitive edge C. Travel: how to respond effectively to differences in business customs on foreign trips
(略)
PART TWO
1. In this part of the test, you are given a discussion topic. You have 30 seconds to look at the task prompt, an example of which is below, and then about three minutes to discuss the topic with your partner. After that, the examiner will ask you more questions related to the topic. For two candidates Educational Sponsorship The company you work for is considering funding a regional educational project for 16-to-18-year-old students interested in following a business course. You have been asked to make recommendations for this scheme. Discuss and decide together: ·how the project could be used to promote the name of the company ·how to monitor the progress and outcomes of the project. For three candidates Educational Sponsorship The company you work for is considering funding a regional educational project for 16-to-18-year-old students interested in following a business course. You have been asked to make recommendations for this scheme. Discuss and decide together: ·how the project could be used to promote the name of the company ·what the long-term aims of the project might be ·how to monitor the progress and outcomes of the project.
For two candidates: Educational Sponsorship ·how the project could be used to promote the name of the company The name of this program must be related with company's name. And then, the media should be invited on the day when the program is launched. ·how to monitor the progress and outcomes of the project The company should have one or one group staff to monitor the program and give the report regularly. For three candidates: Educational Sponsorship ·how the project could be used to promote the name of the company The name of this program must be related with company's name. And then, the media should be invited on the day when the program is launched. ·what the long-term aims of the project might be The benefits of sponsorship most often cited are awareness and image building of the brand, product, and company. Among other benefits are that sponsorship can improve the impact and memorability of the marketing message, enhance the relevance of the brand to the target market,generate the desire to purchase the brand to "reward" the sponsor and heighten the loyalty of those working for and with the company. Sponsorships allow companies to distinguish themselves from the vast field of competitors prevalent in other forms of advertising. Advertisers also find they can get more "bang for their buck" by sponsoring an event itself rather than paying for 30 seconds of ad time during the event.
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