BEC中级商务英语阅读分析

BEC中级商务英语阅读范文分析

　　英语是一种西日耳曼语支，最早被中世纪的英国使用，并因其广阔的殖民地而成为世界使用面积最广的语言。下面是小编为大家整理的BEC中级商务英语阅读分析，欢迎阅读与收藏。

　　When two brands are better than one

　　Elena Alvarez takes a look at the effectiveness of marketing partnerships

　　In the corporate world, rivalry is more common than co-operation. But increasingly; companies have been setting aside their differences; the new idea is that two brand names are better than one. Sharing databases, strategies and communication systems can be the most effective means of attracting customers. (G )This partnership will give it access to the utility company’s database of thousands of corporate clients, who will be offered special deals on all its products.

　　The philosophy behind such joint ventures is simple. In economically challenging times, marketing partnerships provide a cost-effective method of increasing brand awareness and sales. As one expert in the field puts it, ’Clever marketing partnerships allow brands to target the right people, cutting down the above-the-line spend.’ (8) .....E....... It is better to simplify the

　　process and give them one focal point.

　　Recent research has indicated that marketing partnerships can be up to 27 per cent more productive than single company campaigns.(9) .......B..... In particular, it is ideal for bringing instant branding to companies that lack immediate consumer appeal.

　　One well-established UK phone manufacturer, ITB, was quick to realise this, and formed an alliance with 7a/fc a leading women’s magazine. The phone company has benefited from the strong branding of the magazine, which has its customer base among professional women in their early 20s. (10) ....D........ This combined approach also offered ITB a quick route into image enhancement, and this is true of many other marketing partnership deals. To give another illustration, it is no coincidence that some well-known cartoon characters are currently enhancing the image of Nasco household cleaning products.(11).....F.......And, of course, this strategy should also guarantee that consumers’ children insist on these products rather than rival brands.

　　However, while association with a powerful brand can give a significant boost to sales, being connected to a devalued brand can have a negative result. The problems of one brand inevitably impact on the other in a partnership.(12).....A.......A company may take years to recover from this sort of bad publicity. Indeed, there are numerous examples of disastrous marketing alliances. In such cases, not enough thought has been given to the partnership and the reasons behind it, and it has brought little value to either the customer or the companies involved.

　　A In such circumstances, the effects are frequently major and can be long-lasting.

　　B Some experts therefore predict that this style of marketing will take up an increasingly large proportion of many companies’ total marketing budgets.

　　C Successful marketing partnerships can consequently bring a financial advantage even to small and struggling companies such as these.

　　D In return, its partner enjoys a broader distribution platform from which to promote its brand.

　　E With only a finite number of consumers in any target market, there is no need to overwhelm prospects with competing messages from different organisations.

　　F These are fairly standard items, but clearly the company hopes to transform them by broadening the associations consumers have with the brand.

　　G For example, Profit Plus, a large UK financial services company, has recently joined forces with a leading supplier of electricity.

　　这篇文章名为《When two brands are better than one》，两个品牌强于一个，讲的是市场合作(marketing partnership)的好处。第一段总论这种合作的好处，可以共享数据、策略和交流系统。第二、三段接着说市场合作的优势，好的市场合作可以使品牌对准正确的目标人群，同时提高生产效率。第四段是列举实例来说明这种合作是怎样有利于双方的，第五段讲的是与一个贬值的品牌合作的后果。

　　第八题。第二段前面说市场合作提供了一种提高品牌知名度和销售的`有成本效益的方法。然后一个专家指出市场合作可以使品牌对准目标人群，并削减线上支出。第八空的后面说使过程简化会比较好。整个这一段都是在讲市场合作的好处，从内容上看，E是最适合填入第八空的。但E选项的内容需要重点理解：任何一个目标市场上都只有有限的消费者，没有必要通过从不同的机构竞争信息的方式来赢得潜在客户。E的说法是从反面来证明市场合作的优势和必要性。prospects在这里是潜在客户的意思。

　　拓展：

　　BEC商务英语考试中级阅读翻译资料

　　贝尔斯登(Bear Stearns)与中国最大券商中信证券(Citic Securities)正在就去年达成的股份互换协议重新展开谈判，以更好地反映协议达成后双方股价的下跌。

　　Bear Stearns and Citic Securities, China’s largest securities firm, are renegotiating the share swap agreement they reached last year to better reflect a subsequent fall in their stock prices.

　　一位知情人士称，两家公司的高管正在讨论一项“对等调整”，这将增加双方最终持有的对方股份。

　　Senior executives from both firms are discussing a “reciprocal adjustment” that would increase the amount they eventually hold in each other, according to a person familiar with the matter.

　　根据去年10月达成的交易条款，中信证券同意支付10亿美元购入最终将转换为贝尔斯登约6%股份的证券，而美国投行贝尔斯登最终将支付同等金额，购得中信证券约2%股份。

　　Under the terms of the deal struck last October, Citic agreed to pay $1bn for securities that would convert to about 6 per cent of Bear Stearns and the US investment bank would eventually pay the same amount for about 2 per cent of Citic.

　　这宗交易仍需获得中国监管机构批准，若交易成功，作为中国国务院控制的中国中信集团(Citic Group)旗下证券交易子公司的中信证券将成为贝尔斯登的最大单一股东。

　　The deal still needs regulatory approval in China, but if successful, Citic Securities, the brokerage arm of China Citic Group, which is controlled by China’s cabinet, would BECome the biggest single shareholder of the US investment bank.

　　由外国投资者持有一家美国银行如此大规模的股份，可能会在美国引发批评。美国某些议员已对亚洲和中东主权财富基金的直接投资感到不安。

　　Such a large stake by a foreign investor in a US bank could attract criticism in the US, where some lawmakers have been unnerved by direct investments by sovereign wealth funds from Asia and the Middle East.

　　美国联合经济委员会(Joint Economic Committee)主席、参议员查尔斯.舒默(Charles Schumer)本周暗示，可能会推动对此类投资实行更严格的监管。

　　Senator Charles Schumer, chairman of the joint economic committee, this week signalled a possible push for greater regulation of such investments.

　　根据中国官方新华社的报道，中信证券在贝尔斯登的持股比例可能增至9.9%，而贝尔斯登所持中信证券的股份最终可能增至7.5%。

　　Citic’s stake is likely to be increased to 9.9 per cent of Bear Stearns. The US investment bank’s stake in Citic could eventually be lifted to as much as 7.5 per cent, according to a report from China’s official Xinhua news agency.

　　10亿美元的投资规模将保持不变，只是仍需得到中国监管机构的批准。

　　The $1bn investment scale will remain the same, subject to approval from Chinese regulators.