劍橋商務(wù)英語高級第四輯真題閱讀精講（3）

　　The secret of success in electronic commerce lies in placing a new emphasis on a well-established area. That area is customer service， which is now the only point of (19) between a business and the buying public.

　　There are a number of factors in a real-world shop that (20) people‘s perceptions of a business： these (21)the location and the appearance of the premises，the quality and the pricing of the merchandise or services’and the behaviour of the staff.

　　However， if a company is trying to make a good impression with online customers，most of these factors do not (22) a part. In the (23) of these factors， the way customers are (24) when they have a reason to call has a fundamental effect on a company’s ability to retain them as customers. Even more than regular telephone or in-person customers， web customers are impatient，easily frustrated and always conscious that they have other places where they can (25) their business.Preventing them from doing that means meeting them on their own(26)and providing them with what they want.

　　This necessity， in(27)，means that companies that sell over the net must get back-end functions right. Imposing(28) requirements on customers will not work; a business that (29) on customers emailing for assistance instead of using the phone， for example， will lose repeat custom.

　　If the phone is used， it must be answered (30)， and the staff should look for ways of helping even the most awkward customers(31)， as is more usual，trying to find some(32) to blame the customer for any problem.

　　An important，final point is that it is vital that all addresses，web links and phone numbers work properly and efficiently. This ought to (33) without saying.Experience，however， shows that it does not.

　　19、A relationship B association C. meeting D contact

　　20、A force B determine C decide D fix

　　21、A enclose B consist C include D contain

　　22、A get B run C play D have

　　23、A absence B lack C need D scarcity

　　24、A cared B treated C dealt D considered

　　25、A deliver B bring C move D take

　　26、A policies B standards C terms D conditions

　　27、A turn B sequence C line D order

　　28、A dense B rigid C deep D solid

　　29、A demands B insists C expects D instructs

　　30、A punctually B precisely C promptly D presently

　　31、A apart from B other than C except for D rather than

　　32、A case B excuse C fault D purpose

　　33、A do B make C go D come

　　我個人認(rèn)為，完形填空這種題型屬于BEC閱讀里相對不容易把握的。其他幾個部分多參照原文就能找到答案，而完形填空的答案有的時候靠分析是得不出結(jié)果的，因為會考到一些固定用法，而且是商務(wù)英語里的固定用法。固定用法一時半會是無法積累的。要想做好BEC里的完形填空，一是要掌握一定的解題技巧(比如排除法和猜題)，二是要培養(yǎng)商務(wù)英語的感覺。感覺的培養(yǎng)也有兩種途徑，一個是多讀原版商業(yè)英語文章，另一個就是把歷年BEC真題里的完形填空原文填上空缺的單詞反復(fù)朗讀。

　　這篇名為《電子商務(wù)成功秘訣》的文章主要分析了從事電子商務(wù)必須考慮的幾個factor。重點考慮的是如何服務(wù)客戶，不是在線的，而是電話。

　　19題首先考的就是一個固定的商務(wù)英語用法。Point of contact，接觸點。商業(yè)詞典的解釋：Person or a department serving as the coordinator or focal point of an activity or program.英文WIKI的解釋：A point of contact (POC， also single point of contact or SPOC) is the identification of， and means of communication with， person(s) and organizations(s) associated with the resource(s)。

　　26題，on one‘s own terms，根據(jù)某人自己的主張。聯(lián)系此句上下文，是說電子商務(wù)的客戶不好伺候，得按照他們的意思來提供他們想要的。所以后面的28題應(yīng)該選擇rigid，僵硬的。意思是不能把一些僵硬的要求強加在客戶的身上。

　　27題，in turn相應(yīng)的;in sequence按順序，依次;in line成一直線;in order整齊，秩序井然。

　　31題，后面的as is more usual是插入語，在這里完全可以忽略不計，聯(lián)系整個句子的意思。是說員工應(yīng)該想辦法對付哪怕是最難對付的客戶，而不是找借口去指責(zé)客戶。所以應(yīng)選rather than (而不是)。apart from相當(dāng)于except for，除了…外(都)，other than相當(dāng)于except，除…以外。

　　32題，理解了上下文，應(yīng)該選excuse。與fault相關(guān)的短語是find fault with

　　33題，go without saying固定用法，不言而喻的意思。