Part 1: Multiple Choice (30 points, 2 points each)
Part 2: Multiple Choice (10 points, 1 point each)
Part 3: Reading Comprehension (60 points, 4 points each)
Passage 1
Expanding into overseas markets has become a strategic priority for many medium and large-sized companies, yet it involves multiple challenges beyond cultural and linguistic differences. Building brand awareness in markets dominated by local competitors is a key hurdle—for instance, a Chinese telecom company entered the European market with competitive prices but low brand recognition, so it collaborated with a local advertising agent on a targeted campaign emphasizing sustainability and customer service, which aligned with European consumers’ values. Additionally, adapting products to local preferences is crucial: a beverage company initially struggled in Southeast Asia due to its product’s overly sweet taste, but after reducing sugar content based on customer research, its market share rose significantly within six months.
Another major challenge is navigating diverse regulatory frameworks. Import tariffs, data privacy laws, and product certification requirements vary by region—exporting to the U.S. requires FCC certification, while the EU demands CE marking. Non-compliance can lead to costly delays or legal penalties, so many companies hire local legal consultants to ensure full compliance with relevant regulations.
Passage 2
Innovation is a key driver of business success, with many companies investing heavily in R&D to gain a competitive edge. Notable examples include the USB stick, which revolutionized data transport with its portability, user-friendly plug-and-play design, and compact size—replacing low-capacity floppy disks or bulky portable hard drives to meet a critical customer need. Another successful innovation is the Swedish cycling airbag collar: worn around the neck, it inflates in 0.1 seconds upon detecting a collision, offering safety without compromising comfort or freedom of movement, and its stylish removable shell caters to fashion preferences.
However, not all innovations succeed. A core factor for success is understanding customer needs—companies that conduct thorough research and develop products for specific demands are more likely to thrive. Effective marketing is also essential: the cycling airbag collar was promoted through demonstrations at cycling events and social media campaigns, helping communicate its unique benefits to potential customers.
Passage 3
Business negotiations require careful preparation and effective communication, with strategic concessions being a key element. Concessions should not be arbitrary but tied to the other party’s willingness to compromise—for example, a supplier may offer a 3% price reduction if the buyer commits to a longer contract or larger order quantity. Setting clear objectives beforehand is also vital: both parties should define priorities and non-negotiable terms (e.g., a company may focus on payment terms and delivery deadlines, while a customer prioritizes product quality and after-sales service) to avoid wasting time on irrelevant issues and keep the negotiation focused.
Active listening and a professional attitude are equally important. Active listening means not just hearing words but understanding the other party’s underlying interests—if a customer complains about delivery time, a skilled negotiator will identify the root cause (e.g., urgent deadlines) and propose solutions like partial shipment. Even amid disagreements, maintaining respect and avoiding confrontational language helps build trust, fostering positive working relationships beneficial for future collaborations.