劍橋商務英語高級第三輯真題閱讀精講1

　　B 1 It would be advisable for Flacks to consult customers before developing a new product.

　　D 2 Producing goods for specialist markets might increase Flacks' profits.

　　C 3 Flacks may need to change the function of one of its facilities.

　　A 4 Flacks should utilise its current expertise to enter a different market.

　　B 5 Flacks may need to consider closing its current production facility.

　　C 6 Flacks should develop the connections it has established with leading retailers.

　　A 7 Expanding the product range would not be a problem for the workforce.

　　Flacks is a UK-based company that produces fashion accessories for women. How can it continue to grow its business?

　　A Susan Falmer

　　Faced with a shrinking market, cheap imports and competitive pricing, Flacks will have to work hard to increase its margins. They need to move into a more promising market, one where demand is growing and where the company can exploit existing skills and contacts. They could think about brand extension - this would not be a giant leap and the sales force would take it in its stride. Also, they wouldn't need to re-equip their factory and could use non-UK sourcing if facilities here are in short supply.

　　B Mesut Guzel

　　They have the fundamentals of a survival strategy in a market where outsourced manufacture and brand differentiation hold the key to success. I think they should initially locate some of their production in another country, where manufacturing quality tends to be better and it is easier to meet changing customer demands. But they should also regularly monitor production in Britain and think about outsourcing all this work abroad at some point if they need it done faster. The company should continue to work on innovative products, and thorough market research will help to ensure any new ideas are well received.

　　C Gary Wilmot

　　In order to beat their rivals in a highly competitive market, Flacks should ensure their products are attractive and build on their relationships with the big stores rather than trying to go it alone and market directly. They should also consider refocusing production by using their UK factory for high-specification products. They could eventually build more production overseas in a cycle of continuous development.

　　D Michal Kaminski

　　The demand for fashion accessories is relatively flat and the company should consider exploiting niche markets to improve its margins. But even within these, Flacks must distinguish its goods from those of its rivals in terms of quality, performance and design. Innovative sales, marketing and PR are vital to exploit these niche products. One competitive advantage that Flacks does have is production times. Many retail chains now have two-tier supply chains and Flacks could focus on top-up orders. They might also investigate other sales channels such as mail order.

　　這篇文章是關于一個女性時尚飾品公司——Flacks的發展戰略問題，四個專家給出了自己的建議。這套題目的答案稍微有些隱晦。

　　第一題，說在開發新產品前咨詢客戶的意見對于Flacks來講是很明智的。答案是B段的最后一句：thorough market research will help to ensure any new ideas are well received.徹底的市場調查能夠確保新的思想很好的被接受。Market research，市場調查，在很大程度上就是咨詢客戶的意見(consult customers)，any new ideas可以對應于developing a new product,能夠well received，那么對于公司來講當然就是advisable了。選B。

　　第二題，說為專業市場生產產品可以增加利潤。答案是D段的這么一句：the company should consider exploiting niche markets to improve its margins這題關鍵是要理解一個市場的含義：niche market。看英英解釋：a small area of trade within the economy, often involving specialized products。improve its margins也就是increase profits，選D。

　　第三題，說Flacks可能需要改變它的一個設備的功能。這里答案不是太明顯，是C段的這么一句：They should also consider refocusing production by using their UK factory for high-specification products。他們也需要考慮通過利用英國工廠生產高規格產品來調整生產焦點。也就是說，英國工廠原來不是生產高規格產品的，即題目說的改變它的一個設備的功能。

　　第四題，說Flacks可以利用現有的技能來進入一個新的市場。答案是A段的這么一句：They need to move into a more promising market, one where demand is growing and where the company can exploit existing skills and contacts。他們需要進入一個更有發展前景的市場，一個需求增長并且公司可以利用現有技能和合同的市場。exploit existing skills也就是utilise its current expertise。

　　第五題，說Flacks可以考慮關閉現有的生產設備。這題也有些隱晦，答案是這么一句：think about outsourcing all this work abroad。關鍵就在于outsource這個詞的意思：turn to outside suppliers or manufacturers外購。既然是要考慮outsource——turn to outside manufactures，那么也就是可以考慮關閉自己的生產設備了。選B。

　　第六題，說Flacks應該考慮發展同領先的連鎖商已經建立起來的關系。答案在C段：build on their relationships with the big stores發展他們同大商店的關系。

　　第七題，說擴展產品范圍對勞動力來講不是問題。答案在A段：They could think about brand extension - this would not be a giant leap and the sales force would take it in its stride.他們可以考慮品牌擴張——這不是一個巨大的跳躍，在銷售力量的步調范圍之內。言下之意，不是問題。選A。