BEC商务英语（高级）阅读模拟试卷152
概括文意配伍
. Look at the statements below and at the five summaries of articles from a business journal on the opposite page.
. Which summary (A, B, C, D or E) does each statement (1-8) refer to?
. For each statement, 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).
A
Companies throughout the world have embraced mass customization in an attempt to provide unique value to their customers in an efficient manner and at a low cost. But many managers have discovered that mass customization can produce unnecessary cost and complexity. In The Four Faces of Mass Customization, James H. Gilmore and B. Joseph Pine II provide managers with a framework to help them determine the type of customization they should pursue. Gilmore and Pine have identified four distinct methods to follow when designing or redesigning a product, process or business unit; managers should examine each method for possible insights into how to serve their customers best.
B
Why are some companies able to sustain high growth and others are not? W. Chan Kim and Renee Mauborgne studied high-growth companies and companies in the same field which are doing less well, and found a striking difference in each group\’s assumptions about strategy. In Value Innovation: the Strategic Logic of High Growth, the authors report on companies that have broken with conventional logic to offer customers quantum leaps in value. These companies have focused on what most customers need, instead of on beating their rivals.
C
Increasingly, companies are less focused on selling products and more interested in keeping customers. Ideally, they want to attract and keep only high-value customers. In Manage Marketing by the Customer Equity Test, Robert C. Blattberg and John Deighton provide a model to help managers find the optimal balance between spending on acquisition and spending on retention-and thus grow their customer equity to its fullest potential. And because the balance is never static, the authors also offer a series of guidelines to help managers frame the issue.
D
Our understanding of how markets operate is based on the traditional assumption of diminishing returns: products or companies that get ahead in a market eventually run into limitations. But, in recent times, Western economies have undergone a transformation from processing resources to processing information, from the application of raw energy to the application of ideas. As this shift in production has occurred, the mechanisms that determine economic behaviour have also shifted-from diminishing returns to increasing returns. In Increasing Returns and the New World of Business, W. Brian Arthur illuminates the differences between the two worlds and offers advice to managers operating in both kinds of markets.
E
Companies currently face a predicament in many mass markets. Customers are demanding that their orders be fulfilled ever more quickly, but they are also demanding highly customized products and services. In Mass Customization at Hewlett-Packard: The Power of Postponement, Edward Feitzinger and Hau L. Lee show how HP has proved that a company can deliver customized products quic
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