无READING1hourPARTONEQuestions1-8剑桥BEC真题集高级第三辑Test4•Lookatthestatementsbelowandatthefiveextractsfromanewspaperarticleontheoppositepageaboutpeoplewhohavesetuptheirowninternetcompanies.•Whichextract(A,B,C,DorE)doeseachstatement1-8referto?•Foreachstatement(1-8),markoneletter(A,B,C,DorE)onyourAnswerSheet.•Youwillneedtousesomeoftheselettersmorethanonce.•Thereisanexampleatthebeginning.(0).Example:0Thesepeoplesoughthelptoforecasttheirlikelycashflow..10ABCDE1Thesepeoplehavenotpaidthemselvesoutoftheircompany‟sincomesofar.2Thesepeoplehadknowledgewhichtheywantedtoexploitinadifferenttypeofcompany.3Thesepeople'sinitialeffortstoobtainstart-upfundingwereunsuccessful.4Thesepeoplehavedevelopedaveryeffectiveprocessforhandlingsales.5Thesepeopledevisedamixedmediaapproachtoadvertising.6Thesepeoplefeltthattheycouldimprovecompanies‟focusoncustomers.7Thesepeopleintendtomaketheirmarketingmorecost-effective.8Thesepeoplearetargetingarelativelysmallnumberofdiscerningclients.AE-GAMESJohnandStephaniebothwantedacompletecareerchange.Sellingchildren‟sgamesovertheinternetseemedafoolproofidea,buttheirbiggestchallengewastosecurefinancialbacking.Firsttheycontactednumerousventurecapitalists,butfromtheresponseofthefewthatwouldeventalktothem,theyrealizedtheywouldgetnowhereuntiltheyhadspeltoutindetailhowtheyintendedtoturntheirconceptinto无reality.Sothenextstepwastoworkwithagroupofstart-upconsultants,todeviseabusinessplanmakingtheirexpectedrevenuestreamsmoreprecise.无BSUREKSueandDerek‟splanwastosellclothesovertheinternet.Afterashakystart,leadingtoseriouscashflowproblems,whichmeanttheyoccasionallyhadlittletoliveon,theyrealisedtheywouldhavetoadvertisemuchmoreseriously:ontheinternet,theyusedonlinemarketingtoolstothefulltoproduceincreasesintraffic,andcombinedthiswithintensivepublicityoutsidetheinternet.Withinsixmonthstheyhadbuiltalargecustomerdatabase,atwhichstageitwasnecessarytobeginlookingforcapitaltobuildthebusiness.CWONDERWEBTwosenioradvertisingexecutives,frustratedwiththepaceofchangeinanindustrytheyfeltwasfailingtotakeadvantageofnewmedia,SallyandSuewerekeentotranslatetheiradvertisingandmarketingskillsintoanonlineenvironment.Totheirsurprise,theyfoundthatmanywebsitesseemedtohavebeendevelopedwithouttakinganyaccountofusers‟needs.Surethattheopportunitywasripeforabusinesswithastrongmarketingproposition,theystartedofferingmarketingservicestoothersmallonlinebusinesses.DSUPERGIFTSMichaelandTonysetupacompanytosellupmarketgifts,suchasglasswareandporcelain,online.Thenichemarkettheyhaveidentifiedisprofessionalandaffluent,agroupwhichtheirresearchrevealedisincreasinglyinternetliterate,islookingforexceptionalgoodsattherightpriceandhashighserviceexpectations.Alow-levelmarketingcampaigngeneratedmorethan2000customers,withahigh-valueaverageorder.Theentiresystemfromwebordertodeliveryisprovingtobehighlysuccessful,withallordersbeingfulfilledwithintheadvertisedfivedayswithoutanyreturnsorbreakages.EABBIE’SThefirstphasesofthecompany‟sgrowthhavebeenfundedthroughamixofpersonalinvestment,foregonesalariesandbankoverdraft.Thenextphasewillbecrucial.Theirbiggestchallengewillbetodistinguishthemselvesfromaplethoraofcompetitivesites,mostofwhicharespendingfarmorethantheyare.Tostandoutfromthecrowd,PaulandAbbieareworkingtotargetandreachtheiraudiencebetter,andgeneratehighersales,butofnecessitywithoutincreasingtheirbudget.Thecom...
