改错练习

Probably for as long as there have been sales forces, managers have sought ways to determine whether they are effective or not. In the past, salespeople were estimated on the basis of their sales-that is, did they reach their sales quotas? (1)____ With the role of the sales force changed from being purely concerned with selling to becoming more involved in marketing and took more responsible for maintaining customer relationships, managers recognized the need for expanding evaluative criteria beyond just the achievement of sales goals. (2)____ (3)____ The evaluation criteria of today are vast different from those in the past.(4) ____ Sure, sales are still important, but now other measures are gaining in importance as well.
One of the more often discussed measures is ROI (return on investment). More and more top executives are asking their sales managers for accountant-as in " Are we getting the returns we seek from the sales force?" (5)____ The idea is that by measuring the impact of programs designing to aid the selling process as well as measuring sales closures, the marketing team can be more effective and efficient. (6) ____ Fortunately, it isn't always that easy. (7) ____ In a survey conducted in 2002 of companies with a marketing budget of $1 million or more, 56 percent indicated they had no system for measuring the ROI on their marketing investments. As noted by David Reibstein of the University of Pennsylvania's Wharton School of Business, "In marketing, benefits as advertising impact aren't easily put into dollar returns. (8)____ It takes a leap faith to come with a number." (9)____ Marketers know that it is often difficult to separate advertising, promotions, and other communications efforts in the selling effort. (10)____

答案解析

文章大意

本文讨论的是如何衡量营销人员的工作效率。随着营销人员角色的变化，经理们对其工作效率的衡量标准也与过去大有不同。ROI投资回报是被讨论得最多的衡量标准之一。从2002年的调查研究中我们发现大部分市场预算过百万的公司并设有建立衡量投资回报的体系。当然，市场专家们也清楚，要把广告、促销和其他沟通交流方式与销售努力分开是很困难的。
答案详解
1．estimated→evaluated词汇错误。estimated意思为“估计”，evaluated意思为“评估，评价”。此处对一个营销人员的销售状况应该是进行“评估”，而不是“估计”。
因此要改为evaluated。商务英语中，对员工工作的绩效评估或评价通常用evaluate或其名词形式evaluation，例如performance evaluation。
2．With→As语法错误。with是介词，后通常接名词、代词或独立主格结构，此处后面为完整的句子，故应改为连词，根据上下文语境，改为跟with一样有“伴随”意义的连词as。此句的意思为“随着营销人员的角色改变，由原来单纯的销售转变为更多涉及市场营销和维持顾客关系，经理们意识到他们必须扩大对营销入员的评价标准，而不能仅仅只是看完成的销售任务。”
3．took→took语法错误。responsible为形容词，该词的搭配应该是be/become responsible for，take需和responsibility of搭配，故此处应将took删掉。此句中的become involved in和become responsible for为并列结构，后者为避免重复，省去了become。
4．vast→vastly语法错误。vastly是副词，修饰后面的形容词different，表示程度，意为“很，非常”。
5．accountant→accountability词汇错误。accountant意思为“会计”，放在此处，明显不舍语意。accountability意思为“责任，义务”。根据上下文的意思，此处意指“责任”，此句的意思为：越来越多的高级执行官向销售经理问责：是否我们从销售人员那得到了所寻求的回报？”所以，此处改为accountability。
6．designing→designed语法错误。design的逻辑主语是program，两者构成动宾关系，此处design应该用过去分词形式表被动，意为”这些项目被设计用来帮助营销过程和测量营销结束。”
7．Fortunately→Unfortunately语篇错误。根据上下文，上文提到“这样的项目被设计出来，并通过对其影响的衡量，能使我们的营销队伍更加高技”，而下文提到“这样做并不容易”，上下文之间是转折关系，根据所给词汇，要使用其反义，所以改为Unfortunately。
8．as→like语法错误。like作介词，表示“例如”，as作介词则无此意。此甸的意思为“在市场中，例如像广告影响这样的利润。不太容易以金钱的彤式作为经济回报。”
9．∧faith→of词汇错误。a leap of faith意为“飞跃的信心”。此句的意思为：当然，某些利润，例如广告效应等也不能简单地转化为美元这样的经拼回报，想要获得笔巨大的收益需要在信心上来个飞跃。
10．in→from词汇错误。separate from是固定搭配，意思为“分离，分开”。此句的意思为“市场专家们也清楚，要把广告、促销和其他沟通交流方式与销售努力分开是银困难的。”