首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
How to approach Reading Test Part Three • In this part of the Reading Test you read a longer text and answer six questions. • Fi
How to approach Reading Test Part Three • In this part of the Reading Test you read a longer text and answer six questions. • Fi
admin
2010-01-28
15
问题
How to approach Reading Test Part Three
• In this part of the Reading Test you read a longer text and answer six questions.
• First read the questions, Try to get an idea of what the text will be about. Then read the text for general understanding,
• Then read the text and questions more carefully, choosing the best answer to each question. Do not choose an answer just because you can see the same words in the text.
• Read the article on the opposite page about innovation in business and the questions below.
• For each question 15 - 20, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose.
Not long ago innovation was The Big Idea in marketing circles. Now, however, it’s hard to see the benefits of this rush to innovate. Indeed if anything, companies seem to be drawing back from innovation, not charging ahead. But just a few years ago many companies were combining a commitment to create entirely new product categories through innovative technologies - working to hugely ambitious growth targets -with a root-and-branch organisational overhaul designed to free up creativity and speed new product roll-outs.
The result was that as resources were shifted away from core businesses, sales and profits faltered, share prices slumped and CEOs were ousted. Now the mantra is a more conservative focus on the top brands, the top retail customers and the top markets. It’s being rewarded in many cases by healthier share prices. This sustained effort to cut long tails of smaller brands and focus marketing resource on existing leaders seems to be paying off.
So were we wrong to pinpoint innovation as key to tong-term market success? Surely not. But we might have underestimated the enormous complexity of this beast. The term ’innovation’ may be simple enough but it spans a vast landscape, including the type and degree of innovation, marketing purpose, management process and market circumstance - not all of which are well understood.
Take ’type’ of innovation. Are we talking about new products only? Or new processes, new channels, underlying technologies, organisational structures and business models? When should the innovation involve a new brand? Or take ’degree’. Are we aiming for blue-sky inventions that will transform markets and create new categories? Or marginal tweaks in, say, formulation or packaging that give us an excuse to advertise something ’New! Improved!’? Likewise, is the marketing purpose of the project to steal a march on competitors and drive incremental growth, or to update an obsolete product line and play catch-up to competitors? As one business news editorial complained, ’innovation’ is often just ’simple proliferation of similar products’. Then there’s process. What is the best way to manage this particular innovation? Is it to employ creative revolutionaries and set them free, or is disciplined risk management, requiring the careful testing and sifting of options to pick winners, a better approach? In larger organisations, has, senior management really made time spent in cross4unctional teams a recognised element of successful career paths? What time frames (eg payback periods) and degrees of risk is senior management comfortable with? And does the organisation have a culture that fits the chosen approach? Does it ’celebrate failure’, for example, or is it actually a risk-averse blame culture (despite what the CEO says in the annual report)?
Successful innovation requires clearing two hurdles. First, it needs the right project with the right degree of innovation to fit with the right marketing purpose, the right innovation process, corporate culture and market circumstance. Second, it needs senior managers that understand the interplay between these different factors, so that rather than coming together simply by chance, they are deliberately brought together in different ways to meet different circumstances.
Clearing Hurdle Two can happen ’by accident’. Clearing Hurdle One requires real skill We can all point to admirable, inspiring innovations. But how many companies can we point to and say, ’these people have mastered the art of innovation’? Brilliant innovations are a wonderful thing, Expert innovation management is even better and much rarer.
According to the third paragraph, it would be a mistake to
选项
A、rely on future benefits in business planning.
B、deny the benefits of pursuing innovation.
C、neglect the importance of strategic issues.
D、predict the outcomes of innovations.
答案
B
解析
转载请注明原文地址:https://kaotiyun.com/show/dwKd777K
本试题收录于:
BEC高级阅读题库BEC商务英语分类
0
BEC高级阅读
BEC商务英语
相关试题推荐
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
HowtoapproachSpeakingTestPartTwo•Inthispartofthetestyougiveashorttalk(approximatelyoneminute)onabusiness
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Leavingamessageonanansweringmachine
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
HowtoapproachListeningTestPartThree•InthispartoftheListeningTestyoulistentoalongconversationorinterviewan
HowtoapproachListeningTestPartThree•InthispartoftheListeningTestyoulistentoalongconversationorinterviewan
随机试题
从作用力角度分析,下列几种渠道中能够产生均匀流的是()。
社会主义道德建设中的集体主义原则有着多层次的要求,包括最高层次的要求、较高层次的要求和最基本的要求。其中,对我国公民最基本的道德要求是
女性,40岁,阴道不规则流血,超声示子宫黏膜下肌壁间多个大小不等的结节。若此患者为妊娠期,肌壁间肿物呈暗红色,边界清楚,此时应考虑为
推进财政税收体制改革,实行有利于()的财税制度。
根据《建设工程施工专业分包合同(示范文本)》规定,下述说法中正确的有()。
通过()可以将资金从一方当事人向另一方当事人转移。
已知a、b∈R,则>0的一个必要条件是().
某闰年的星期一比星期二多,那么当年的元旦是星期几?
Whatisthewomandoing?
A、Typing.B、Drawingapicture.C、Doingexercise.D、Playingthepiano.A综合推断题。男士请女土再演示一次,女士回答说把纸放到机器里,设置好页边距,再把手指放到键盘上,由此推断,女士在打字
最新回复
(
0
)