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BEC 真题 第四辑高级 Test 1

READING 1 hour

PART ONE Questions 1-8

? Look at the statements below and at the five summaries of articles about strategic change from a journal on the opposite page.

? Which article (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 use some of these letters more than once. ? There is an example at the beginning (0).

1 lt proposes some views on management that the editors feel might be considered

controversial by readers.

2 lt explains who the communicators of initiatives within a company should be. 3 It makes reference to the fact that some people may try to hinder innovations. 4 It considers the need to streamline commercial activities in orderto have a clearer focus.

5 It criticises the control of policy-making by certain key personnel.

6 lt questions the validity of certain accepted management-training approaches. 7 lt includes practical, real-world examples of the ideas being put forward. 8 lt stresses that it is vital to exclude obsolete views when drawing up company policy.

A

Those serving in industry today have two options: they can surrender the future to revolutionary companies or they can revolutionise the way their companies create strategy. In Revolution and Strategy, Gary Heath argues that any approach that does not challenge the status quo is not a strategy at all. In too many companies, the strategy—planning process is monopolised by senior managers, and what passes for strategy is sterile and uninspiring. To create truly revolutionary strategies, a strategy—making process must be demanding and inclusive; it must rid itself of tired, outdated perspectives and uncover the revolutionary ideas that are lying deep in an organisation.

B

Companies often attempt to implement a major change in strategy. Determined managers go forth with the plans, and they expect enthusiasm and commitment from their subordinates. But instead, employees drag their feet and figure out ways to undermine the process. The change effort gets bogged down, and results fall short. In Why Resist Change? Paul Strong explains how corporate leaders can overcome employees’ concerns about change by revising the mutual obligations and commitments , both stated and implied, that exist between them. The author presents two case studies of his ideas in action. C

Business units often take charge of formulating strategy in today’s environment, but they can easily get lost in a thicket of weeds—too many customers, products and services. In Strategic Business Unit Renewal, John White provides a method for business units to prune their gardens and regain perspective. His strategy-renewal process leads managers through the undergrowth of a business unit’s complexity and compels them to ask whether all of the unit’s customers, products and services are truly strategically important, significant and profitable. Units that do not meet these criteria must cut back to allow a greater concentration on cultivating their most worthy projects.

D

Which came first, Harry J. Mindenberg wonders in Musings 0n Management Strategy: our misguided ideas of what makes a good manager and a good organisation, or the programmes that claim to create them? A professor of management himself at McGill University in Canada and at INSEAD in France, Mindenberg takes on management fads, management education and the worship of management gurus — and offers some provocative alternatives. E

The next time you are planning a major change effort, forget the huge meeting, the speeches relayed by satellite, the videos and special publications. J.K. and Sandra Parkin argue that Changing Frontline Employees requires giving up the image of the charismatic executive rousing the troops. Frontline employees may accept change, but they won’t accept empty words delivered impersonally. If you need to convey a major strategic change, remember that frontline supervisors — not senior managers — are the people whom employees trust the most. PART TWO

Questions 9-14 ?????

Read this text taken from an article about future developments in advertising. Choose the best sentence from the opposite page to fill each of the gaps. For each gap (9-14), mark one letter (A-H) on your Answer Sheet. Do not mark any letter more than once. There is an example at the beginning (0).

Future Developments an Advertising 沪江 BEC：http://www.hjenglish.com/bec/ The explosion of new media, ranging from the internet to digital television, means that people

working in advertising will have to devise more cunning ways to catch the