bec高级口语

bec高级口语 BEC高级口语分册答案 口语册,PRESENTATION部分 1A Customer Relations: how to maintain customer interest in a company’s products A lot needs to be done to maintain customer interst in a company’s products. a) First, brand image. Companies need to make every effort to improve the corporate reputation and brand image, for the simple reason that customers trust big brands. b) Second, product. We need to obtain suggestions from staff and customers, which can help us to adjust the products to suit the changing needs of customers. c) Third, price and promotion. We should evaluate our pricing polity from time to time to make sure it remains competitive. And attractive promotions have to be designed to attracted customers’ attention. These methods should be helpful to maintain customer interst and maintain company competitiveness. 1B。A career plan is important in the course of career development, which is a list of career objective, short term goals and ultimate goal. Firstly, a goal is a motivator, with an achievable goal in mind, we are likely to work harder to achieve it. Second, when we achieve a short term goal, we have great self-satisfaction and have confidence to go on to achieve the next goal. As a result, we may achieve high level of success more quickly. Third, when we have a plan, we are more likely to focus on it, without wondering where we should go next, which is a waste time and energy. For example, my plan is to be a sales manager in ten years, so I work definitely work my up as assistant-representative-supervisor-manager, and I wouldn’t try all kinds of jobs to find what I am really interested in. Finally, when we have a plan, we know the requirement to achieve this plan. For example, if you want to be a CEO, you know you need to have a wide range of skills like management skills and leadership and so on. Therefore, we are likely to prepare ourselves to achieve these skills sooner. When you have a wide range of skills you are more likely to have a promotion or work your way up the corporate ladder. 1C。产品多元化是生意成功的重要因素。首先,diversified products attract more customers. As each product can only meet the needs of one particular group of customers, have a range of products means we have more groups of customers. Second, diversification meets the expectation for a customer to choose. Customers prefer to have more than one choices of products so that they will be able to compare and choose. Third, customers usually associate diversification with the size of a firm, the larger range of products they provide, the stronger this firm is. Therefore, diversification is key to the success of business. 2A。Firms that create a safe working environment prevent injuries and improve the morale of their employees. For an employee, nothing is more important than health and safety. An employee won’t concentrate on the job if he works in an unsafe environment. For an business owner, accidents are injuries are just disasters. The government might impose a big fine to the firm and even put the firm out of business for violating safety regulations. The firm also might have to pay a sum of compensation to the injured. What’s more, once the accident hit the press, customers might feel this firm is irresponsible and associate the injuries with low quality products. Therefore, firms should closely monitor the production process, for example, check machinery and equipment for proper working conditions, require safety glasses or other equipment that can prevent injury. What’s more, we should emphasize the importance of health and safety procedures in trainings. 2B 首先,保持个人接触可以使我们得到顾客的反馈,比如他对我们产品最喜欢与不喜欢的地方是什么, 通过倾听顾客的要求,我们可以知道他们的需要和期望,完善我们的产品和服务。第二点,与顾客亲密接 触会使他们觉得自己很受到重视,他们觉得自己和公司的员工有一种友谊,而这种友谊就会转化为反复购 买。 First, keeping personal contacts with them ensures that we get feedback from the customers about the product, say, what they like most about it and what they dislike about it. We will then be able to improve the product or adjust the services to better meet their needs. Second, when we maintain personal contacts with them, they feel very much valued and develop a friendship with us, it is this kind of friendship that translates into sales. What’ more, they won’t easily switch to our competitors. 2C。平衡公司增长与生产。First we need to work out an optimal balance rate between company growth and production capacity, that is, a rate between the need of infrastructure and personnel with production growth. For example, when we need 200 people to make 20000 tons of steel, and 300 people to make 2400 tons of steel, based on this we can work out an average rate, that is, if we want to produce 3000 tons we might need 350 at most. Secondly, forecast sales. With an accurate forecast we can plan for production very well, say, if we need more production lines, or if we need to recruit more workers. But the truth is that we can’t always make an accurate forecast. One way to deal with over-forecast or under-forecast might be to outsource manufacturing. 3A。首先,一个安全健康的工作环境是必要的。第二点,有竞争力的薪水和奖励机制,当一个员工知道 自己比竞争对手的同等职位的员工收入高的时候,他会觉得很自豪,也会更加努力工作来保住自己的位置。 第三点,提供职业发展机会。Aspiring to achieve a position above the present position is natural. If an employee knows his current position is leading to a higher position, he would be motivated to reach that position more quickly by working harder. 3B. 扩张之前必须要进行市场研究。Mostly importantly, we must research on the market potential and market share we can grab. Is there a consumer demand? How long will this demand remain? As we all know it takes large investments to launch a new product, we must ensure this new product has a steady customer demand so that we can recover the investment and the investment will yield returns. Second, since this is a new product, we have to assess customer satisfaction and purchase behaviors, pricing and promotion activities etc. All of these are necessary steps to follow before launching a new product. What’s more, we even have to research on the local policy and world politics. 3C。Firstly, we must find out the areas new technology will have impact on. It may have negative impact on the work efficiency, because it takes some time for our staff to get used to it. In the duration of the learning and adjusting process, their efficiency might slow down, and they may make some mistakes. Second, new technology might make some staff feel stressed out because they have a hard time learning how to use the new technology. Some of them will feel embarrassed that they can’t learn as quickly as others. In order to deal with these problems, we have to provide them with detailed trainings and ensure the trainings are effective. Second, we must give them enough time to adapt. WE may set up a transition period, during this period, the old technology might co-exist with the new technology, which helps the staff to deal with their work as usual, and also learn how to use the new technology. 4A. It is important a person to have a range of skills in the course of his career development. When he has a range of skills, he is obviously more competitive than those who don't and therefore has more chances of promotion. And it will be easier for him to find a job outside his company if he is not satisfied with his present job. In addition, a person with a range of skills is more likely to work his way up to the top of the corporate ladder. 4B. 客户服务的重要性。Firstly, we live in an increasingly service-oriented economy. We have to serve our customers well in order to retain their repeat business. When each customer feels as if he is being treated preferentially, he turns into a loyal customer. Secondly, when a customer feels happy about our services, he is likely to recommend our brand to others, on the other hand, if he feels unhappy, he is likely to tell 24 people, you know, this is the so-called 1-to-24 theory. 4C. 如何进行有效的财务控制 首先要有能干而可靠的财务人员,清晰界定他们的权限和责任.it lays a foundation of financial. Incompetent and dishonest people makes any financial control system ineffective. Secondly, implement proper procedures for initiating and approving transactions, every transaction should be properly authorized. Thirdly, maintain adequate documents and records like invoices and authorization paper. Therefore we can trace each transaction to the source document. 5A. 如何确保开会成功。Firstly, set up a clear and achievable objective for this meeting, and make everyone knows this objective in advance to make their own preparations about data and questions, etc. Second, make preparations before the meeting starts, for example, easy travel access, adequate meeting facilities and support, etc. Third, the agenda has to be prepared in due time, must cover all standard topics and potential issues arising. Fourth, the timing is important. Each subject is allocated an estimated discussion time. If it is exceeded you will draw the President attention to avoid wasting time of the whole group. Above all, a good President of meeting is the key to success. 5B。Firstly, packaging appropriately protects the products from going bad or being damaged, and makes it safe to transport. Good packages makes it easier for customers to use the products. Secondly, increased competition and clutter on retail store shelves means that packages must perform sales tasks, from attracting attention to describing the product, to making the sale. Attractive packaging is a five-second commercial. It offers us the last chance to influence the customers. Finally, many purchasing decisions are made on impulse and packaging plays the most important role at this moment. 5C. 首先,It’s the staff who have the first hand information. 销售代最了解客户的购买能力,市场 代表了解顾客需求的变化以及竞争对手的动向,而这些信息都会影响到销售。Only if they are actively involved, they can have the most updated frontline information, which is the foundation of business plan. 其次,it is the staff who implement the objectives. 当他们参与进来时候,they will raise all kinds of questions and difficulties when implementing the objective. We must take as many factors as possible into consideration in order to set up an achievable objective. Finally, staff involvement makes them feel valued and motivate them to achieve better performance. 6A。Firstly, we must research on the market potential. How long will the customers continue to need this product? Will it be quickly replaced by some other products? Second, we should research on the market share. How much competition is there in the market? What about their investment scale? Third, we need to assess the customer satisfaction and purchase behaviors, which is the foundation of product design and packaging style. Of course, we also need to conduct studies of pricing, distribution and promotion activities. Therefore, before launching a new product it’s necessary to research on the prospects of returns on investments. (回报前景,投 资回报) 6B。For a firm foreign investment brings capitals, which is the engine of growth because we may invest more in equipment and personnel. Second, foreign capitals may bring new technology. China is a good example. China is transformed from a primary producing and exporting country into a thriving modern economy, large thanks for foreign investment. Third, foreign capitals brings new markets. The investors might help us to introduce the products to the foreign market. Finally, foreign capitals may bring new skills and new mindsets. 6C。有效监管内部员工。首先要有一个员工满意度调查制度,我们要询问员工对于培训的意见, 他们是否觉得自己获得了有效的培训,他们对培训的和日程安排等等是否满意,第二点,对于每一次 培训,我们都要保持记录,including the objective, format of training, timeframe and number of participants,以及在培训之后进行的考试结果或者技能评估。通过分析这些记录,我们可以确定培训制度 是否有效,并且minimize duplication. 第三,set a budget for internal staff trainings. Make sure the cost is under budget and ensure cost-effectiveness. 7A。An efficient public transport system is important for a business. Firstly, it better meets the needs of everybody, employees, clients and customers. Traffic jams are the most annoying things. More importantly, an efficient form of transport system can result in lower costs and higher profits for the firm. It means we can better control the timing, cost and availability of they way of transporting raw materials and products. It allows the company to choose an optimal method of transportation, by truck, rail or air, or water. 7B.The most effective way to sell products in international markets is to set up offices or joint-ventures in target markets. Local offices give us access to local markets. But the disadvantage of this way is that it’s very expensive. A less expensive way is to work with a local agent, or a distributor. An experienced agent might help to sell lots of our products. Another way is of course selling on internet. We can sell products to any one in any part of the world, as long as he has internet access. 7C.如何进行有效的招聘活动。 First, produce an accurate job description, that is, a list of job responsibility and our requirements. A clear description will help a candidate to judge if he is a good match to the job. Second, decide on the best recruitment method to capture a qualified candidate. This might be either an internal advertisement or an external advertisement in a newspaper, or internet, or even a headhunter. Third, we’ll select a list of candidates to go through the company’s recruitment processes. This might be interviews, group discussion or even a writing test. Finally, we will have to negotiate terms with the candidates about salary and job duty and so on. 8A. There are many different types of companies, some are sales-oriented like trading companies, some are service-oriented companies like technical support companies, some are manufacturing-oriented companies like a shoe company. Different companies provide different career opportunities. When assessing these opportunities, we should decide which type of companies suits us best? Which type of company is the best match with our interest and skills? For example, if you prefer stable, secure jobs you shouldn’t consider joining a sales-oriented companies, because being a sales means lots of pressure. Instead, we may consider to join a service-oriented company. Secondly, when we assess the career opportunities we may look at the career path of the existing staff because we are very likely to follow the same path. Thirdly, there are some common principles, for example, big companies offer long term development opportunities but it takes a long time to get a promotion, while small companies offer more chances for us to make decisions therefore we may work our way higher up the corporate ladder. According to these rules, if you would like to shoulder more responsibilities you should consider joining a small company. 8B. … Firstly, taking care of the environment is part of our social responsibility therefore we need to use environmentally friendly means of transport as much as we can. Secondly, Environmentally friendly means of transport are usually less expensive, you know, subway and buses are much less expensive than taxi and private cars. So this is a good way to reduce costs. Thirdly, using environmentally friendly means of transport will leave a good impression on our business partners and customers and make them feel better about us. They are likely to associate our sense of responsibility with quality products and reliable services. 8C. ……Therefore we have to ensure that stock control systems are fun effectively.) Firstly, we must forecast sales, therefore we may choose the optimal purchase time and decide on the amount of purchase. Therefore, we won’t have the problem of too much raw materials stock or too little stock. Too much stock ties up working capital and warehouse space Too little stock reduces customer service level and loses sales. Second, introduce ERP system. ERP has proved to be an effective way to help to optimize purchasing time and amount, because it usually has the function of Market Analysis, Sales Forecast, Supplier Information and Contrast and so on. Finally, we must have a updated list of suppliers who provide quality products and punctual delivery. Therefore, we may be able to contact them for any supply whenever we need. (补充:Stock Control system enables you to track stock levels; make orders; issue stock.) 9A. When a staff is dealing with the public, he is the spokesman for the company. What he says represents the opinion of the firm. So we must supervise the staff about what to say, what not say and how to say it. This is particularly important when the journalists may intentionally mislead our staff to dig up some secrets, which we might not want the public to know. Second, news and information is traveling faster than ever, what this staff says this minute might be published on the internet next minute. If the staff says something wrong it will cause serious consequences. Third, the staff is seen as the representative of this firm. If he is well dressed, well mannered and have great public speaking skills, the public will feel very good about him, and feel good about our company as well because we have such high quality staff. Therefore we need to provide the staff with adequate training, which might include dressing appropriately, body language, public speaking skills and main stories to communicate with the public and so on. 9B. In order to help new members of staff to settle into their jobs as quickly as possible, orientation is the first step, which covers the introduction of company history and culture, products and services, regulations and incentive schemes and so on. Second, we should encourage the new staff to ask for help whenever he needs. We must create an atmosphere that they are more than welcome to ask any questions, and we appreciate their courage to ask. Third, we may organize some after-work activities like a party or a sports night for the new members to quickly get acquainted with the old staff. When a new member is familiar with other people in workplace, he will be more comfortable to ask for advice, or share his views with others, which helps him to learn more about the job. 9C. Cultural awareness is crucial when working in international environment. The least thing we want to do is to offend our customers by doing something inappropriate. For example, it is very offensive to offer a muslim pork and offer an Indian beef. In such cases, even if you offer an apology the customers might still feel very unhappy, because they don’t feel valued. On the other hand, if we are aware of the differences in their cultures we might feel more comfortable when dealing with the customers. For example, we won’t feel surprised or awkward to give a hug or even a small kiss on the cheek when we receive a client from America. Therefore, being aware of cultural differences helps to establish mutual understanding and enhances customer relations. 10A. It’s important to offer a cumulative program of staff training. 累积的,渐渐增加的。It ensures that staff are able to receive the most needed training at the time when they need it. For example, a new member of staff needs an orientation most, but a senior staff prefer to have a high level training about strategic planning or the most updated information on international market. Second, a cumulative program keeps reminding our staff of the importance of our expectations for them, like improving their communication skills and so on. 10B. When the staff attend exhibitions, they are seen as the representative of our company. If we want the staff to represent our corporate image very well, we should select those staff who are not just good at our product knowledge but also have great public speaking skills. Second, potential customers may come to the exhibition and inquire about our product or service, therefore we must make sure that the staff we select are able to perform sales tasks, from describing the product, identifying the customers’ needs to making an order! 10C. 这个目不重要。Long-term staffing plans are the top secret of business operation. If the plan is released it will cause serious concerns. For example, if we plan to outsource the manufacturing in ten years, those staff who are working in the Production Department might feel very worried about their job security. Very possibly, they might consider switching to another company which may provide them with a long term development.IN order to ensure appropriate levels of confidentiality over the long-term staffing plans, we should involve the least number of staff when we set up the plan, that means, only involve those who are decision makers. Secondly, we should emphasize the importance of the confidentiality to those staff who must know the long-term plans, and we should warn them of the punishments if they release the plans to others. 11A. Everyone must be able to cope with stress in a job, simply because every job has stress. If we can’t cope with stress, we may feel worried about the unfinished task, or feel frustrated when we are turned down by a customer. As a result, this feeling impairs our health and slows our efficiency. Second, when we are stressed out, it is hard to maintain good relations with co-workers and more importantly, our customers. What’s more, when we are stressed out, we are likely to make mistakes. So we must learn to deal with pressure in a job. 11B. Nothing is more important than health and safety for an employee, therefore a safe working environment is the most important consideration when someone is choosing a job. If the workplace is unhealthy or unsafe, employees wouldn’t concentrate on their job at all. What’s more, a comfortable work environment makes an employee feel valued and he would be motivated to work harder. Therefore, firms should closely monitor the production process, for example, check machinery and equipment for proper working conditions, require safety glasses or other equipment that can prevent injury. What’s more, we should emphasize the importance of health and safety procedures in trainings. 11C. In order to maintain a balance between quality control and speed of production, firstly we must accurately calculate the time, instruments and personnel we need to finish the quality control procedures for each piece of product. Secondly, we need to forecast the speed of production, and make preparations about instruments and personnel based on the calculation. What’s more, if we can simply the quality control procedures but maintain its effectiveness we can better meet the needs of faster speed of production. 12A. (同3C) PRESENTATION部分:历史真题: TASK CARD 1 A: Customer Relations: the importance of making customers feel valued. (1) I choose A: Customer Relations: the importance of making customers feel valued. -----Making customers feel valued brings lots of benefits to business. (2) First, when customers feel valued, they feel happy, so they tend to keep purchasing the product. ----Second, when they feel valued, they’ll be willing to recommend the brand to their friends. ----Third, only when customers are pleased with us, they are likely to give us feedback about our product. It’s this first-hand information that enables us to improve our products. (3) Therefore, companies do need to make every effort to increase customer satisfaction. It’ll help the company to maintain competiveness. B:Company Growth: the importance to a company of controlling expansion. (1) In the course of company development it’s essential to control expansion. (2) First, with expansion comes investment, which means we have to invest in office, equipment and personnel. Expanding too fast ties up the working capital, which is very dangerous for a company. ----Second, talent gap is a problem. When the company is expanding too fast, we may have a very hard time building a management team to keep pace with the growth. ----Third, with expansion comes lots of management problems, for example, how to communicate effectively between headquarter and branch offices. If we expand too fast, we might not have enough time to stop to fix the errors that have come up and adjust our management to suit the growth. (3) So, companies need to expand steadily, but not too fast. C. 市场营销,让代理有效代表公司,比如广告公司有效代表可口可乐的意图。Firstly, try to establish a long term partnership with one or several agents. On the whole, if the agent has been working with the company for a long time, usually the agent can represent the company much better than a new agent. --Second, provide the agents with effective training. When the company has had some changes, communicate with the agents at the earliest possible time to make them keep pace with you. TASK CARD 2 A. Planning work time effectively is the first rule of time management. The ever faster pace of work needs us to do the work efficiently. Planning work time effectively helps us do things more quickly. Second, planning helps us to set priorities to tasks. It is quite common that we have more than one tasks in hands, so we must set priority to each of them and do the most important thing first. What’s more, when we have a good plan, we feel more comfortable because we know what to do next and we are prepared for that. There is a high level of stress in many jobs now, so we must plan the work time effectively. Otherwise, we will just be stressed out. B. Inter-departmental co-operation is crucial in project development. The key to good co-operation is the department heads. If they have a common objective and agree with each other, they will coordinate the staff in different departments to work together. Second, communication is golden rule. We must create an atmosphere that we value the culture of communicating honestly and openly. Second, we must schedule meetings for the staff from different departments to get together and discuss the project. Therefore, they can exchange their ideas and share views to reach mutual understanding. This mutual understanding is the foundation of teamwork. In addition, we should set a common objective for all the departments related to the project and emphasize the importance of cooperation. C. 采购 When we evaluate new products, we may first surf the net, or go to the market to check out what new products are hot.--------- Then, we should try to obtain reviews from those who have bought the product. User reviews are more objective than commercials and the promises of the suppliers. ----Third, we may contact some users to get more first-hand information about how they feel about the products, strengths and weaknesses. Finally, of course we need to consider the reputation of suppliers, the potential to establish long term partnership with the supplier, quality and price comparison and so on. TASK CARD 3 A. MOTIVATE员工的重要性。Motivating staff is the most important part of personnel management. When the employees are motivated they will improve their performances, and firms may be able to achieve a higher production level or more sales. Second, when an employee feels motivated, he is more likely to be an agreeable person. (令人喜欢) Needless to say, both customers and other employees prefer to work with an agreeable person instead of an unhappy person. Finally, when one staff is motivated, he is very likely to motivate others. His quick pace of work, his nice attitude are good examples for new comers. To sum it up, motivation is the key to personnel management. B. Whether to purchase or rent company premises is an important part in strategic planning. Generally speaking, the decision of buy or rent depends on many factors. The first consideration is of course our ability to pay. For the long run, it costs less to purchase premises than to rent premises. The second factor is or course the likelihood of our firm remaining at the same premises. Do we have an optimistic prospect growth? If we grow too fast, will the premises accommodate the expansion? Third, if the real estate price will rise or drop or remain steady is a question we must ask. In addition, future trend of business, future layout of the city are also important factors. C. In order to set price levels appropriately, we must first compare with the competition. Find out what products and services similar to yours cost in your area. Therefore we must have a detailed analysis of the pricing policy of our business rivals. Second, since price is usually figured by formula, that is, cost plus profit. Therefore, we must do our best to keep a record of the costs that have occurred or will occur, like investment on research, raw materials, labor, sales and marketing expenses, overhead and so on. This record is the foundation of setting prices. Of course we need to do a scientific calculation, say, how many years we want to recover the investment, and then determine the unit cost. Third, we must find out what the customers can or expect to pay for the product, you know, charge what the market will bear. The prices you calculate using formulas or adding up costs plus profit margin are your ideal prices. We have to balance our ideal with what the market will pay. Task card 4 A. We are living in an increasingly international environment. It’s important to offer foreign language training for selected staff simply because the foreign language is a useful tool for them to do a better job. Some of them might be dealing with foreign clients and speaking the language is a necessity for them, or they can’t do their job. Some of them might be working with foreign expatriates or work closely with the local staff in other countries, they have to speak the language to communicate with them. And some other staff might have to read lots of information in English, as we all know, lots of the most updated information in business is published in English. Therefore, if we need a staff to work in international environment, we need to provide foreign language training. B. One of the most important things in advertising is to select a suitable agency. We must select an agency that is compatible with our marketing goals and budget. The first step is actually to define our advertising needs. Based on our own needs and budget we select some suitable agency candidates. Then, we need to narrow our choice. There are many factors to be considered. We must look into the reputation, the cases, the pricing and other kinds of important information of each candidate. Finally, we may invite some key candidates to give us a presentation about how they will help with our advertising. To sum it up, selecting an agency isn’t easy. We must take many factors into consideration. C. It’s really not that easy to decide whether to float a company on the stock market. First of all, we must be confident that we already have a strong brand. Floating a company on the stock market is mainly for attracting capitals. If a brand is not powerful enough to attract capitals, floating a company on the stock market is just meaningless. Secondly, floating a company on the stock-market brings risks. If the stock price remains flat, our investors, partners and customers might lose confidence in us. Therefore, we must make sure that the company is strong enough to handle any risks. TASK CARD 5 A. Offering products on the world-wide web is an important marketing tool. Firstly, offering products on internet is a kind of advertising because it makes our products known by more people, which will of course improve brand awareness. Second, offering products on internet is like we have a shop that is open for 24 hours. Internet never closes down, therefore our customers can buy the products any time they want. Third, our products can reach any customer in any part of the world, as long as he has internet access. This means we can increase sales effectively. Finally, offering products on internet doesn’t cost that much as setting up a traditional P.O.S. B. After we offer staff training we have to evaluate if they are effective. First, if the training is knowledge based, we may give the participants a test on what they have learnt and see if they score very well on the test. If the training is about a practical training like EXCEL training we might simply give them a task and see how well they are suing this practical skill. If it’s difficult to give a test, we might ask the participants to fill a questionnaire about how they feel about the training. C. There are many factors to consider when deciding when it’s the right time for a business to expand. First, we need to have good cash flow, which is the engine of growth. Second, we should already have a strong brand. A strong brand means easier marketability and more sales, that is, when we expand into mew markets, we won’t spend much in advertising. Third, we have found our niche, that is, we have a solid customer base, and we know we may find same groups of customers in the target market. We have enough human resources that support our growth. TASK CARD 6 A. 赞助名人One way to improve public relations is to sponsor well-known personalities from the arts and popular culture. First, it improves brand image because we associate celebrities with a high quality of life. Seeing them using the brand suggests that this brand is reliable. Second, it improves corporate image. Some celebrities are well known for their valuable character, for example, Armstrong is known for living strong, Zhao Benshan is known for humor, as a result, we associate the celebrity’ character with the corporate image. Third, sponsoring celebrities improves sales. The admiration to the celebrity translates into more sales. B. We have to ensure that the best candidate for a post is selected in the course of recruiting. To do this, firstly we need to advertise the post as openly as possible to attract more candidates. The more candidates we have, the more choices we have. Second, we need a proper assessment procedure. In resume assessment process we need to make detailed criteria for screening application materials. In interview process we should organize more than one way of interview to observe the candidates in different cases, say one–on-one interview, presentation and group discussion. Third, we need to get more interviewers involved in the selection process to make sure the decision is more objective. C. Information management is key to the success of a business. To make effective use of information, first we need to analyze the source of the information to determine the reliability usefulness of this source. Second, we study, sort and group the information and classify them as most important, second most important and so on. In this process, we may not just depend on ourselves, but use some experts, softwares or consulting services to better analyze the information. We will certainly use the well-accepted analysis methods like 5W, SWOT and so on. Third, make quick decisions because information changes faster than ever. While on the other hand, we must store the clean and analyzed information properly for future reference because history is the mirror of today. TASK CARD 7 A. 品牌作用Brand image is absolutely the top element in sales. First, brand image gives your product higher perceived value. Consumers ten to associate popular brand names with high quality, reliable service and are prepared to pay more for branded goods. Second, it builds customer loyalty. Once tried, consumers tend to trust a brand and buy the same brand time and time again. Third, it helps you overcome competition. Having a strong brand means it is easier to be recognized by consumers from clutter on supermarket shelves. In sum, it equates to loyal consumers and easier marketability. B. A company really needs to keep up-to-date with internet development simply because internet is one of the most effective means of communication. First, it helps us communicate instantly with outside, customers or business partners. If we still use outdated technology our customers might have negative feelings about our company. Second, keeping up-to-date with internet development helps our staff work more efficiently. On the other hand, if we insist using the outdated technology the employees might doubt if the company runs out of money. Such negative atmosphere is quite discouraging. C. 胡萝卜加大棒加意识In order to ensure that a company consistently maintains QC standards, the first consideration is always regulation. We must establish detailed codes of practice about QC. By ignoring the codes a staff will be punished or even run the risk of getting fired. Second, we need to tie QC staff’s performance to reward. Third, we really need to remind them time and time again that nothing is more important quality and their job security and long term development are all dependent on quality. The company’s future is in their hands. P105 A. One of the most effective ways of reaching your target customers is to make use of the media in a planned way. When promoting a new product first of all we advertise effectively on key media. Second, we need to make use of free media coverage. We may organize a press conference and invite some reporters. If we have good relationship with them, or, if we provide them with a good story that makes news, we get the media coverage. For example, the fact that NOS provides free interview English training to poor college students makes news. When this hits press, a large number of audience know that NOS provides job training as well as English training. B. Nothing is more important than teamwork in project management, simply because few projects are one-man’s job, we have to be a team player or we can’t do our job. Second, even though each project is divided into some tasks and each member is in charge of one task, these tasks are closely related to each other and we have to communicate timely. Teamwork means we communicate with each other honestly and openly to work more efficiently. Third, in a project team, it’s quite natural to see someone is under pressure and can’t finish the task that’s assigned to him. If others don’t offer help, the whole project is delayed. Teamwork means that when one is under pressure, others offer help. C. First, tie their performance in implementing health and safety requirements to adjustment of salary, reward and even promotion. When a staff realizes that his practice relates to his own money and future, he takes it serious. Second, warn them that any offence will be severely punished or even lead to fire decision. We need to make examples of offenders and make others think very carefully about their own practice of health and safety. You know, shock them into a responsible attitude. Third, improve their awareness by reminding them time and time again of the importance of health and human life. And, show them some blood pictures of dead body or lost hands! TASK CARD 9 A. First, more of the business will occur on internet. We might not even be able to see the customer in person. At that time, face to face talk and voice contact will useless and everything depends on electronic communication. Keyboard is the only bridge between you and customer. Without computer skills, we are out of the business. Second, more of the business operations also occur on internet. Recruitment is held on internet, marketing analysis depends on internet, even a pen is purchased through online shopping. Without computer skills, we are out of the job. B. First, provide the staff with useful training about how to use e-mail. Though everybody seems to be able to send and receive email, many staff don’t know how to use it effectively, for example, how to address others in a proper manner, how to make a request politely, or how to make a complaint politely but effectively etc.. These small details make the difference in customer relations and colleague relationship. Second, supervise the use of email. We need to let staff know that office email is for business purpose mainly, so they should limit the use of email for personal matters. Third, when email is used for important matters, we must keep a record. C. Actually, in order to administer a staff budget effectively the first step is trying not to hire whenever possible. As we all know hiring new staff increase costs. Therefore, we must first of all increase the efficiency of the existing staff. Second, make informed decisions when hiring. We need to take many factors into consideration to decide if we need more people, for example, the forecast of sales, the opinion of department managers, and future plan of the company and so on. Third, consider some flexible ways to hire, for example, we may hire some temp workers in the busiest time of the year, or use some outside agents to help with the some work. In sum, hire unless it is necessary and hire the right person. TASK CARD 10 A. Finding out about customers’ habits and attitudes are the most important step in market research because firstly, we can design our product or service that meet their needs. Second, when we know customers’ habits, we may set up a pricing policy that meets their expectation. Third, when we know their habits, we can design the promotion programs that suit their interests. We know how to attract their attention, we know which media is the key media for our target consumers. Fourthly, when we know their shopping habits, we know how to improve our product. For example, when we know that around 50% purchase decisions are made on impulse, we know promotion and packaging are as important as advertising on TV. B. Firstly, get everyone involved. Each staff can identify one or more ways of reducing costs therefore staff involvement program is the most effective way to lower the costs. Second, offer a reward for the staff who provides the most valuable suggestions about reducing costs. Third, consult some professional services about where and how we can reduce the costs. Sometimes we might not realize that we are not using the most cost-effective way to work. Experts knows how money can be spent more wisely. C. Firstly, schedule regular meetings for the staff in different departments to get together and share views. It’s this discussion, this exchange of ideas that leads to an effective working relationship. Secondly, set up a common objective for different departments. This is the key to the cooperation between different departments. Thirdly, organize some activities for the staff in different departments to get familiar with each other. When they know each other personally, they work together more effectively. Fourthly, we must create an atmosphere that cooperation is vital and teamwork is valued. We need to let the staff now that his cooperative attitude is an element of performance evaluation. TASK CARD 11 A. Understanding cultural differences is a necessity when working with international environment. The least thing we want to do is to offend our customers or colleagues by doing something inappropriate in their cultures, for example, it is a bad idea to offer an Indian beef and a muslim pork. We might even run the risk of losing the client. If we work with foreign staff, understanding cultural differences is the first step to communicate. What’s more, when we understand cultural differences, we may not feel offended when others did something we find inappropriate. We will feel more comfortable and relaxed when working with them, for example, we won’t feel very embarrassed when being hugged or kissed on the cheek. To sum it up, when working with people from other cultures, cultural awareness is the foundation. B. Employees must be provided with clear job descriptions because they will settle into their jobs much more quickly with clear instructions. They don’t have to spend time trying to figure out what they are supposed to do, which saves lot of time and energy for them. What’s more, if a staff doesn’t know what he is expected to do, he will feel lost and very unhappy. It’s just like someone walking at night without knowing where to go. This felling will cause anxieties and make them lose their confidence. Last but not least, when the employees have clear job descriptions they might be able to make a good plan of his work, what to do first and what he still needs to learn. C. 确保公司以最优化速度发展In order to ensure that company growth proceeds at the optimum rate, the first thing to do is to increase sales gradually by adding customers at a steady rate. If we increase sales too rapidly we might not be able to catch up with after-sales service. Second, we should keep investing in our employees and infrastructure. If corporate infrastructure is outdated, it might not be able to support the company growth very well. And we also need to hire experienced management staff and skilled workers. Thirdly, in order to grow at the optimum rate we need to make a good plan. You know, fail to plan, plan to fail. When making this decision, we should involve staff in it and listen to different opinions. When necessary we should consult professional agencies. TASK CARD 12 A. When managing a heavy workload we must first of all set priority to tasks and do the most important thing first. Then, if we can’t finish the tasks even if we have prioritized them, we must let the manager know as soon as possible. The manager might delegate some of the tasks to others or hire new staff to help us. The worst thing to do is to keep silent until the deadline approaches and reports that you can’t finish it. Besides these, I believe we need to learn how to relax when dealing with heavy workload. If we don’t relax we’ll burn out. If we don’t relax we won’t be able to work efficiently, what’s more, we are likely to make mistakes when we feel worried all the time. B. 同前。Employees feel motivated. Less accidents and injuries. C. First we should organize an annual Performance Evaluation and give each employee a rating and some suggestions about where he or she can improve. Second, the line manager should provide feedback on individual performance timely whenever necessary. When a staff has good performance the line manager should immediately give a praise. You know, a little praise goes a long way as employee motivator. If an employee doesn’t have satisfying performance or work attitude, the manager should also remind him instantly and offer some improvement suggestions. Finally, we must create an atmosphere that each employee should evaluate himself instantly by comparing himself with others, comparing now with past. 讨论部分 Task 1 – 16 Test 1: no training, not enough facilities, workload is very heavy // offer training, hire new staff, buy more advanced facilities Test 2: brand awareness, corporate image, win trial users, remind old customers to come back to us; // some small promotion gifts, a lucky draw, buy the second for free. Test 3: get on the net, search for new systems, read product reviews and user reviews. // ask them about their concerns, provide training, let them know what preparations they need to make before the replacement, save data into backup database. Test 4: the staff of PR Dept and Marketing Dept & Admin Dept and CEO(公关部负责形象措辞等,市 场部负责重点宣传,行政部分提供支持) //how strong the research & development is, superior people, how the products are made, sales figures, successful cases. Test 5: frequent business trips, entertaining clients, promotion costs // get everyone involved, ask them to contribute ideas about reducing costs, offer a reward for the staff who gives the good ideas; high level staff lead by example Test 6: the activities related to our business, and the activities the local community would love to participate in, if maybe a singing and dancing show and offer gifts from our company // improve the corporate image, build friendship with local community, kind of advertising Test 7: talk to some VIP customers face to face, interview them on phone, send out some questionnaires, above all, tell them they will have a reward if they give good ideas. //sort and group the information, identify the common needs, adjust and improve the products. Test 8: foshan, dongguan are good examples, effective public transportation, enough labor force, plenty or raw materials supply, government support // central government policy, local government policy, workers’ expectations Test 9: let them know this survey might lead to an overseas work opportunity, or an internal transfer or even promotion opportunity, let them know they might also get some language training //identify if we need some training, find out if we can make better use of some staff with superior language skills Test 10: if the job duties can be separated easily and clearly, if teamwork can achieve better results, for example, market research // new staff, the staff who are good at developing other people, the staff whose job duties are not related to business secrets Test 11: should introduce company history, how successful the products are, how we are going to create a win-win situation with partners, shouldn’t disclose R&D secrets// a factory tour, a city tour, a good meal Test 12: lower the risk of fire and better work environment, disadvantage is that some staff may object // persuade them to quit smoking, set a smoking room or smoking area. Test 13: 重复了 口语册/讨论题目之第二部分:历史真题 全程模拟 TASK 13 1. shall we begin now? 2. okay. 3. In my opinion, before we decide what kinds of incentives might help to retain staff, we must discuss, why do so many staff leave after a short time? 4. I agree. As far as I know, transportation is one of the reasons. I heard them talking how inconvenient it is to come to work, and how expensive! 5. Yeah, from city center to our company, it costs six Yuan to come by bus, so each day they will have to spend 12 Yuan on transport, it’s quite a burden for those staff who makes less than 1500! 6. Money is just one thing, spending four hours on the road is really annoying! 7. You said it. So, what incentives can help to ease this transportation pressure? A company bus? 8. That’s what I was thinking of. We don’t need to buy a company bus, I hear some companies rent a bus, and it’s not that expensive. 9. Cool, that’s much better than just offering some transportation allowance. 10. All right, so we will suggest to the MD(managing director) that we rent a bus. Before that, could you check out how much it is per month? 11. Sure. Now, how else can we ensure staff satisfaction? 12. Well, money must come first. The staff will feel satisfied when they see they make a good salary. 13. I agree with you on the whole, but, it is unrealistic to give each staff a salary raise? 14. Well, I am thinking of something else, do you think we should provide a compensation that is tied to performance? 15. You mean, if a worker produces more, he can make more money? 16. Exactly. What do you think? 17. That’s a fantastic idea, and not only workers, everybody! Even the admin staff, we can have a monthly evaluation of their performance, and let them know the salary increase or promotion is closely related to this evaluation result. So they might feel more satisfied to work harder. 18. Great! So we have decided to suggest to the MD that we will provide a performance-based compensation. 19. Yes, and besides that, the usual things that will make the staff more satisfied, you know, company entertainment, insurances, and have more staff involvement programs. 20. Of course, or, a safe work environment and so on. But all in all, performance-based compensation is the key to ensure that staff satisfaction is maintained. Task 14 1. Shall we begin now? 2. Okay. 3. Now we are considering introducing a new product, what kinds of information would be useful to obtain? 4. I guess it is the still the usual things. 4P! 5. Yes, first, we obtain information about product. That is, what kinds of products do customers expect, what features do they desire, what color do they want the package to be… 6. Exactly. Besides quality, we should obtain information about price. How much do they expect to pay for such a product? How much does the competitor charge for a similar product? 7. Yes, price is always important. And then, we obtain the information about promotion, say, what kinds of packaging will attract them, are they more attracted by pictures of beautiful women or a lovely kid? What kinds of new product promotion might make them try our new product, offer a free sample? Or a lucky draw? We have to know this information. 8. That’s absolutely right. Finally we obtain the information about place. Where do they usually go to buy similar products? Where do they prefer to shop for such products? 9. Great, so we have decided to research on 4P. Now, next question is, how to decide whether to go ahead with the product? Well, I don’t really understand the question, how to decide…? 10. Let me see, I think it means, after collection so much information about the 4P, how to judge if our new product will be a success or a failure? 11. Oh, I see, thank you. That is a lot easier. I think, first, we must make sure that the product is just what the customers have in mind, if it is still different from their expectation, we must report to the R&D dept to improve the product. 12. You are right. A good product is more important than anything. And, so is price. We can only go ahead with the product if the price is acceptable for the customers. 13. Acceptable for the customers, also acceptable for us, we must see a profit there, you know. 14. Yes, of course, speaking of profit, I think we must also analyze the market potential. If the product will last long in the market, we can go ahead with a lower price, otherwise, we have to charge more. 15. You mean, if the product might no longer be needed after, say, several years, then we must charge more? 16. Yes, or course, you know how much we have spend on R&D! 17. I am with you. So, we have decided, product features, price, and market potential, each of them can decide whether to go ahead with the product! Task 15 以下只简略列出观点 1. give them a telephone call one by one? 2. it would be ideal, to make them feel valued, but the problem is, some of them might have changed their contacts. 3. in this case, we have to put on a notice on the media, our website for sure, and another key media like newspaper or even TV. 4. TV is not a good idea, most companies choose to put on a notice on newspapers. 5. All right then, besides calling them, we will put on a notice on newspaper, but which newspaper? 6. Nanfan du shi, and yangcheng evening, both. 7. Okay. Then, the second question, how to … 8. well, this is a design fault, it might make our customers think that our products are unreliable. 9. Yeah, that’s really tough. So we must let them know that all of other products of our company are quite reliable, except this design fault. 10. Reliable, let me see, I guess they won’t trust us to say that, we must get someone else to say it, maybe the Technology Supervision Bureau of the local government, we invite them to test on our products, and then give a technology test report. 11. Good idea, after getting this report, we invite journalists to write about this, to let the customers know about it. 12. Good. And, let me see, just now you said the customers wouldn’t trust us, I don’t think so. WE must let them know, since we discover the design fault, we immediately stop the sales, and recall the products, we never hide the truth, even the truth hurts us, simply because we are very very reliable. We care about them more than we care about our money! 13. You have a point there! So we will do everything to convince them that we are very responsible to our customers. Just like what KFC has done, they are very open to the customers, they ask the Food bureau to test the food, they promise that they take the responsibility if any injury or death occurs because of their food. 14. Oh, you are right, we must promise to the customers that we take the responsibility if any loss has occurred due to our design fault. 15. And then, let them know we are doing about the design fault, whether we have found a solution, or we have totally stopped selling the same thing. 16. all right, then, to sum it up, we will invite the government agency to test our products, and we will be open to the public, and we let them know we will take the responsibility. 17. That is right, so the reputation won’t be damaged by the product recall. Task 16 1. They might learn more about the products, this is the first benefit. 2. what’s more, besides product, they care about price, the overseas agent can negotiate prices and discounts with us if they come to the conference. 3. Yes, and they can discuss with the marketing department about advertising support in their local market. Promotion pushes sales. 4. Yes, and another thing is, since many overseas agents will be present, they can share their views with each other. 5. Great, that seems about it. Now what the contents of the conference could be? 6. First of all, CEO gives an opening speech. 7. And it’s followed by a product presentation. 8. Yes, after that, there must be meetings with their own sales representatives, when they can discuss about prices and so on. 9. Of course, besides these business matters, don’t forget entertainment. Since they are from foreign countries, I think they might expect to have a taste of Chinese food, and Chinese culture. 10. That is easy, we will take them to the best local restaurant, and show them around beautiful Guanzhou. Task 17 1. since they will train local employees, they must be experienced, and good at communication. 2. since they will go abroad and live for six months there, they’d better speak the local language, or at least, speak English well. 3. since they will set up an office there, one staff must be high level staff, so he can make decisions and control everything. 4. Now that we will live abroad, they must know the cultural differences. 5. transport and accommodation are practical preparations they need to make. 6. Besides this kind of information about daily life, they need to obtain business-related information, like the features of the local market, the local policies, competitors and so on. Task 18 1. rely too much on one client, so this client might be very demanding, he might demand us to tailor the products to his own needs, and lower the price to impossible! 2. Crazy, but possible. And that will hinder our process to diversify our products. 3. Of course, the real danger is that, if this client goes under (完蛋), we are dead. 4. Horrible! We must do something right now! 5. First, we must diversify our products and services, so more customers will come to us. 6. That needs lots of money, can we gain additional clients with the existing products? 7. Yeah, we have to do so, I guess. It looks like we have to start a promotion campaign? 8. That needs lots of money too! You know we don’t have that much money! 9. Gosh, this is really crazy, but what do you think? 10. Oh, let me see, the money-free way might be sell products through agents, we give a 10% profit to them if they make the deal. 11. Well, this is a solution, and, yes, it is the only option for us now. So, we will use some sales agents to gain additional clients for us. Task 19书上第65页有完美的答案。 Task 20 1. employees are healthier, they will work harder for the company. 2. they have a chance to get to know each other personally, this will encourage teamwork. 3. staff will feel valued, and they tend to be more loyal to us. 4. second question… 5. if we want them to come, we must let them know how important health and fitness is. 6. I agree with you on this, but everybody knows how important health is, the problem is, they still don’t come. Today they say they have to over time work, tomorrow they have a dinner party! 7. It’s true, it looks like we have to make the fitness center more interesting than their TV and their dinner party! 8. You are right! But how? Hire a handsome coach to teach bodybuilding? 9. Good idea! Why don’t we hire a boy and a girl to teach us yoga, bodybuilding, or even dancing! 10. Cool, are they expensive? 11. Yes, but they only need to come once a week, so won’t cost much. 12. Got it! I hit on an idea, maybe we organize a competition, say, a pingpang competition, that’s quite exciting! 13. And, offer a small amount of money to the champion, who, I can’t wait to go to the fitness center! Task 21 1. he wil be away from his family, so we must pay for him or for his family to visit each other, say once a month, two-way air ticket? 2. Reasonable. Besides transportation allowance, we must still offer some living allowances, for this staff will have do his own cooking, cleaning, everything, say, 1000 Yuan per month? 3. 1000 Yuan, that seems not enough, he might spend all of that on the telephone bills. You know he is newly married. 4. Problem is, we can’t offer more than this, 1000 Yuan is good enough for this level staff, he makes 4000 Yuan per month, you know? 5. All right, then, 1000 Yuan allowance. But accommodation is a problem, we will give him money, or rent an apartment for him? 6. Usually, we rent an apartment for the staff. 7. Now the second question, 和去外国一样。 Task 22: 1. the staff are motivated to do a better job. 2. the staff feel valued, so they are loyal to the company. 3. attract more superior people to join the company. 4. second question, first thing is always a competitive salary, we must compare with other companies, and make sure our salary scheme is attractive. 5. insurance and pension are crucial too, staff are concerned about their life when they are aging, or getting sick, or even an accident. 6. food allowances, pay the telephone bills, transportation allowances will make them feel better about us. BEC高级口语presentation的材料 口语具体的考试形式就不多说了,相信大家都知道,这里主要说一下presentation部分经常考的内容。由 于很多同学的专业并不是和商务有关的,因此积累一定的商务知识和素材就十分必要。 首先是Marketing,一般presentation部分考官会给三个题目供你选择,可以说必有一道是关于Marketing 的,所以这方面的材料要好好准备。 I. Pricing Strategy 1. the product itself: the cost of producing plus your expecting profit 2. similar products, the rival firms: What are their prices? What are your product’s competitive advantages? In what aspect does your product superior to others? This can add extra value to your product. 3. target customer: Whether they are wealthy or not? Can they afford the price? Ex: How to ensure that price levels for new products are set appropriately? ?1 The first problem is who your target customers are. Their income, occupation, preference. ?2 Do market research to make sure whether your target customers can afford the price level. There are mainly four ways of doing market research: survey, telephone interview, observation and questionnaire. ?3 Test your product in a small region. Find out how it sells, get the feedbacks of the customers. Decide whether to make any adjustment. II. Product Package Ex: The importance of packaging products appropriately ?1 Traditionally, the purpose of packaging a product is to protect the product or to make it convenient for carrying, as some products are liquid or sticky. ?2 Today, the package add value to the product, especially to the consumer goods. The package is the product’s first impression to the customer. They may judge the quality of the product by its package and decide whether to buy it or not. Sometimes, a gorgeous package is a symbol of identity, especially when the product serves as a gift or present. ?3 You have to packaging your products appropriately so that your products can stand out from the crowd and be bought by the customers. III. Diversification Ex: The importance of product diversification to the success of a business. 这时你可能对product diversification并不是很熟悉,可以举一些案例,比如, the case of coca-cola: despite of its regular cola, it produce diet cola for people who get diabetes or adiposity problems. 然后借以说明product diversification的作用。 ?1 Meet the needs of different customers. ?2 Increase the company’s market shares/market penetration. ?3 Marketing segmentation: the division of potential buyers according to age, sex, lifestyle, etc with the aim of designing and promoting goods and services to meet their specific need.(此定义引 自《牛津英汉双解商务英语辞典》,我认为很不错的一本商务英语词典,每个词汇都有在商务方面的中英两 种解释和例句) IV. Advertising 1. Media ?1 The types of media: TV and radio commercial, newspapers and magazine, poster and bill board, direct mail, the Internet, etc ?2 Advantages and disadvantages of the major types TV: high attention, combination of sight, sound and motion; high cost and less audience selectivity. Newspaper: flexibility, good local market coverage, broad acceptance; short life, poor reproduction quality. Magazine: high geographic and demographic selectivity, credibility, long life, good pass-along readership; having rivals in the same magazine. Direct mail: audience selectivity, flexibility, no ad competition within the same medium; relatively high cost, junk mail image. Internet: high reach of international audience, similar effect as TV commercial, interactive; the users of Internet are limited, compared with TV. ?3 Consider your target audience and your budget to make a wise decision. 2. Agency ?1 Select a suitable agency A. Consider the reputation and past performances of the agency. Agencies provide the client with the services of highly skilled individuals who are specialists in their chosen field. B. Same compensation philosophies. Different compensation systems may result in disagreement. C. Stability in agency’s policies. Mergers and acquisitions may lead to policy changes. This will have negative effect on the performance of the agency. ?2 Ensure that agencies maintain a high level of effectiveness. A. Regular reviews: financial and qualitative assessments. B. Financial audit: It is designed to verify costs and expenses, salaries for the employees, and payments to the media and outside suppliers. C. Give detailed instructions or certain trainings to the agencies about how to represent a company. D. Make full disclosure of any potential and existing conflict of interest. One agency cannot run two accounts which are indirect competition with each other. In some cases, even indirect competition will not be tolerated. 3. Trade fair and exhibition ?1 Types of exhibition. What are exhibited? Whether it is related to your field? Whether you can find potential customers, suppliers, or partners? ?2 Scale of exhibition. How many participants are listed? Whether it is local or national or international? ?3 Publicity of exhibition. How far is the organizer willing to increase public awareness? Whether they are able to attract public attention and the leading companies of the field? ?4 Cost of admission. Some of the exhibitions are relatively high, because they wish to attract only the professionals of their own field. Some are admission free, because their target market is the entire population. ?5 Other points: Location, transportation, accommodation and time. Ex: The importance of selecting appropriate members of staff to attend exhibitions. ?1 The exhibition is a stage for a company to exhibit its product, capacity and credibility. ?2 The members need to know every aspect of the product and the company, and what the company wants in the exhibition. ?3 They should have eloquence to promote the product and the flexibility to adapt to the changes. ?4 Because they represent the image of the company, they should also have a good physical appearance. V. Market Research The definition of market research: study carried out by a company before launching a new product, into the needs, lifestyle, income, etc of potential buyers and to measure the success of similar products that are already available. It may involve interviewing people in the street or giving away sample product. ?1 Market research can be done for both a product and a company. As for a product, it is the first step when promoting a new product. It can find out whether the market accept the product or not. As for the company, market research can find out the customers’ opinion about the after-sales services and corporate image. ?2 There are generally four ways of doing market research, observation, survey, questionnaire and telephone interview. ?3 There are four procedures while doing market research. First, represent suitable questions. Second, record the customers’ feedbacks. Third, gather these statistics. Forth, analyse them and draw a conclusion. VI. Sales Ex: How to sell a product effectively in international markets. ?1 Advertising. Choose a media to advertise your products in a foreign country, TV commercials, magazines, bill board, or etc. Make sure it suits the local tastes. Maybe you can try to sell on the net; it will receive the world-wide attention. ?2 Do market research. Find out whether the products are accepted by foreign customers. It can be carried out as surveys, observations, and questionnaires. ?3 Adjust your product to the local tastes. Although the case of your products are the same, you can change some details. Take IKEA, the largest furniture retailer, for example, is doing well in suiting the local taste. ?4 What I want to put emphasis on is franchising. Franchising is a good way to sell your prosuct in a foreign country. As local businessmen understand their own culture best. 其次是HR Management,这一部分也很重要,而且这些材料在写作时都可以派上用场 I. Recruitment Ex: How to ensure that the best candidate for a post is selected. How to organise an effective recruitment drive. ?1 Hiring a new employee is an investment. Getting a niche person for a niche role will add value to an organization. Organization can never be sure that they have selected the right person until he or she starts working, but an efficient recruitment and selection process can reduce the risk. ?2 Produce an accurate job description, a list of skills, experience, attitudes and so on. ?3 Choose the best recruitment method: internal recruitment, job advertisements, recruitment agencies and headhunting/executive search. ?4 A shortlist of candidates will then be draw up to be put through the company’s recruitment processes, usually interviews. This will produce the ideal candidate. ?5 Negotiate terms with this candidate. It should be both affordable for the company and attractive enough to get the ideal candidate. II. Motivation Ex: How to achieve and maintain high motivation among a workforce. The importance to a company of having well motivated staffs. ?1 Well motivated staffs can add value to the company. They are enthusiastic, creative and loyal. They increase the productivity and quality. ?2 Spiritual motivation. A. Give employees guidance when they are just recruited. B. Demonstrate a commitment to career development and promotion from within. C. Forster a sense of team spirit. D. Publicly recognize and congratulate employees for good work. ?3 Material motivation. A. Set incentive schemes: profit sharing, bonus scheme. B. Fringe benefits: company car, contribution to pension/health scheme, relation allowance. C. Establish the incentive-based compensation system. III. Career development Ex: The importance of having a career plan in order to achieve high levels of success at work. The importance of acquiring a range of skills throughout your career. How to assess the career opportunities provided by different types of companies. ?1 When people first entering a company, many dream that they will one day be running a major business, wielding power and influencing market. But only a few of them succeed. For the rest, compromise, mediocrity and alternative career will be their lot. ?2 If you want to climb up to the summit, the first thing you have to do is having a career plan. It should be a long-run plan and be set out one step after another. Maybe you can start with increasing your sales volume by 10%. Make a marvelous proposal of the problem happens to your department and draw the manager’s attention to promote you to the Manager Assistant. Then you know what you should do, work hard, be creative and wait for the next promotion. See, step by step, you will achieve high level of success at work. IV. Training Ex: How to monitor internal staff training scheme effectively. The importance of a cumulous program of staff training within a company. How to evaluate the effectiveness of company training program. ?1 Staff training is a win-win situation. It both benefit the company and the staff members. It offers opportunities to staffs who want to acquire some specialized skills and improve themselves. It also increase the efficiency which means more profit to the company. Moreover, the company can pass its corporate culture to the staffs during the training. ?2 As for the internal staff training, the training and Enterprise Councils should take this responsibility. Before the training, they first have to do a survey to find out which training course is welcomed by staff, compare it with the company’s objectives, and then make a final decision. Second, they will select a trainer and make a schedule for the course. It can be an on the job training, which means employees learn while undertaking the job, or off the job training, which means employees are trained away from the actual job. It really depends. ?3 After the training, the HR Department should arrange interviews with the employees who took part in the training and get feedbacks to improve the training in the future. The evaluation system also contains evaluate the performances of these staffs and make comparisons between the previous performances and the present ones. If the present performances are better and staffs make more profits than before, the training program can be seen as effective, especially when the company’s output is well over its input. V. Communication Ex: How to ensure appropriate levels of confidentiality over the long-term staffing plans of a company. ?1 We all heard about the business espionage. One company sends people to another company to gather sensitive information. The law forbids these indecent behaviors. But these behaviors are always difficult to legally identify. What the company can do is taking care of itself and make the sensitive information confidential. ?2 Firstly, the company should be aware of the recruitment process. CV or resume can sometimes tell whether a candidate is sent by its competitors. ?3 Secondly, give different rights to different levels of staff on access to the company’s important documents. ?4 Thirdly, add code to the computer and install firewall. Ex: The importance of providing employees with clear job descriptions. ?1 It is part of the incentive schemes and communication. It improves the communication with you and your employees and motivates them. They will feel being recognized publicly and devote themselves to their work. ?2 The job descriptions include requirement of any skills, responsibility and payment. VI. Health and Safety Ex: The importance of a safe working environment for maintaining staff morale. How to develop a responsible attitude among staff to the health and safety requirement of a company. The importance to a company of having a health and safety policy. ?1 It is an essential part of laws concerning the workplace. Health and safety regulation must be followed by employers and employees to prevent accidents and protect the health of people at work. In the UK, there regulations are based on the Health and Safety at Work Act of 1974 and an important part of an employee’s contract of employment. ?2 The health and safety policy not only is required by law, but also benefits the company. With the health and safety policy, staff may think the company cares for them. They will devote themselves harder to the works. In other words, it helps to maintain staff morale. This will result in raising productivity and improving service quality. If, unfortunately, accidents happened, employees, as well as the company would suffer a lot. ?3 First, the company should make sure that the contract of employment contains the health and safety article. This can avoid dispute if accident happens. Second, the company should offer training courses which aim at making employees aware of the potential dangers at workplace. Third, set health and safety regulations and ensure that employees comply with all operation procedures that apply to their jobs. 再次,是finance部分,由于比较专业,这方面涉及到的题一般很少,所以在这里就只举一个例子。 Foreign Investment: The importance of foreign investment for a company. ?1 There are two kinds of foreign investment. One is called FDI, the foreign direct investment which means set up branches or build factories in a foreign country. The other is foreign indirect investment. It means buying securities, such as shares and bond in the oversea market. ?2 Both of the two ways are important when a company wants to expand internationally. It benefits a company in three ways. First, it helps the company to seek low-price resources such as workforce. This will reduce the cost and improve the profit. Second, it offers a way for the company to contact with the foreign advanced technologies. If a company set up branches in a high-tech country and cooperate with the natives, it will learn their up-to-date technologies. Third, foreign investment can spread risk. Part One I major in English and I like it very much. On my part, in fact, English is only a tool. However, through learning this tool you are able to open many doors for yourself. By studying English, you can learn some exotic customs, literature and history of English-speaking countries. What’s more, since I am an English major, I can choose another foreign language as my course, for which I choose France, the world most beautiful language. In addition, in the process of learning English, I have the access to watch quite a lot of English movies, which offer me more knowledge about the charm of English as well as provide me with a lot of fun. For learning English there is no shortcut. You will get you pay-back as long as you make your efforts. In China, tourism is the core of tertiary industry, the important component of modern service industry. Tourism has great contribution to many other domestic industries such as lodging industry, civil aviation, and rail way transport and cultural entertainment industry and catering industry. In a word, tourism has contributed a lot to the GDP growth of our nation. In addition, the impact of tourism on environment is also considerable. Unfortunately, quite many impacts are adverse. Many tourism areas have suffered from pollution caused by tourists. These pollutions mainly are pollution of water, air and the damage to local eco-environment, etc. To conclude, tourism has really advantages and disadvantages over our society as a whole. To generate more value for our society, we should take better advantage of our tourism resource. I think work patterns change a lot in china all these years. People used to work at a fixed scheme, but nowadays, there are more and more flexible work patterns, like flexitime, compressed work weeks and job sharing, etc.. In these situations, employees tend to work more efficiently and productively, which also leads to more economic returns for the company. Among these ways, job rotating system is a great example, which helps companies promote their performance. In addition, people are also given to work from home all these days because it saves time and money used on travelling. People only need to take a few regular conferences for contacting and telecommunications help those people handle their jobs effectively. 学英语不只是为了国际化的需求,更重要的是为了我们自己本身知识的扩充.这 又怎麼说呢 因为西方的科技领先我们,进步且有许多好文章,好的研究丛书都 是用英文写成的;为了能进一步探索研究,扩展们我的知识与专业技能,首先必 须学好英语,才有办法不假他人之手翻译,而能得到最真实的第一手资料. Well, as you know, since China joined WTO in 2001, China has received more competition at the same time. And if Chinese corporates plan to expand their business abroad and do business with other multinational companies, they will have to use English, the international language to bridge the cultural difference. Therefore, English has become a critical factor in international contacts. Actually learning English is not only for the need of globalization, but more important, for expanding our knowledge. You see, many western technologies, researches are more advanced than ours. In order to studying and absorbing them, we should at first learn English well. Generally, the impacts of advertising on consumers in our country embody in two points. For the first thing, advertising provides comprehensive and up-to-date information of the products and services to consumers, such as the function, the manufacturer of the product or where to buy it, how to pay for it, etc.. In addition, advertisements also persuade people to consume. Advertisements are usually made very attractive in order to make people believe that their products are the best, or of good value for money. Thus they arouse people’s desire to spend . You know, since China carried out its opening policy in 1970s, China has started its international interaction officially and comprehensively. Again, since China jointed WTO in 2001, Chinese corporates have received more opportunities as well as challenges at the same time. Ever since, more and more Chinese companies have been established to do business with other multinational companies overseas and have reaped great benefit. The importance of international trade in our nation therefore can be seen on the surprisingly increasing GDP growth of our nation and the improving standard of living for our people. 7. 话题 1. Customer relation: the importance of offering incentives to customers Offering incentives to customers can help you to strengthen your customer base and enhance customer loyalty. If you offer incentives such as vouchers, complementary tickets, miles, gifts in the promotion or sales, you will attractive more customers and get them buy your products or services. At the same time the image of your company will be improved and your brands are more likely to be known by customers. 2. Product promotion: how to ensure that products are promoted effectively at international trade fairs You should send a professional team of experts to arrange the promotion at the trade fair. They must be familiar with the products you want to promote at the fair. Meanwhile they must be good at dealing with clients especially foreign clients. You should use advanced technology to display your products at the fair. Necessary equipments such as DVD, overhead projector, high-definition screen can help you demonstrate the quality, function and specification of your products. You should design your show room and stand carefully to attract more customers. Your stand should be put up at an obvious place so that every customer can get an easy access to your products. 3. How to reduce labor turnover rates In order to reduce labor turnover rates we must take the following effective measures: Set up a clear staff appraisal process to make sure that the performance of every staff can be evaluated openly and honestly and their promotion is based on their contribution to the company. Thus no one will complaint about unfair promotion which once forced some of your staff to leave their jobs. If permits enhance the staff benefits including their base pay annual bonus and other benefits. An incentive system should also be necessary to encourage the staff to work with the company longer. Improve the work environment of your company or factory. Try to foster a spirit of mutual help among your staff and let them understand that the company or factory is far more than just a workplace. It’s a family where all members are supported and valued. 4. Career development: the importance of being willing to acquire new skills throughout your career With the unceasing development of science and technology the workplace is now undertaking profound changes. The way you do your work and the equipment you use in your work will definitely change or upgrade in the future, which means you have to learn new skills to deal with these changes. Remember: you are never too old to learn. New skills will make you keep up with the latest technology and help develop yourself throughout your work life. 5. International sales: how to research foreign markets effectively You should notice the difference between foreign and domestic market and set your target according to specific situation of foreign market. For example: given the different state of living standard the purchasing power of your target market may be higher or lower than the domestic market. If you ignore the difference you are likely to make mistakes in products’ pricing in foreign market. You should ensure that your research team is excellent at carrying out research in a foreign country. That means every member of the team should mater the native language and be familiar with the specific culture of the target market. 6. Production management: how to implement an effective just-in-time system What is a JIT production system? , JIT is an approach to achieving excellence in a manufacturing company based on the continuing elimination of waste (waste being considered as those things that do not add value to the product). , A repetitive production system in which both the movement of goods during production, and deliveries from suppliers, are carefully timed so that at each step of the process, the next (usually small) batch arrives for processing just as needed. , The logic behind JIT: Nothing will be produced until it is needed. 7. Travel: the importance of being able to speak foreign languages in international business 8. Marketing: how to assess whether there is a market for a new product You should carry out a research on the customer demands to see if there is a read need in the market for your new product. The feedback or result will help you to decide whether to launch the new product on the market. You should pay special attention to your competitors. Detect whether they are going to launch their new product onto the market. if the answer if yes that probably means there is a demand in the market for some new product. Then be quick and put on your rival product to coincide with them. 9. Human resources: how to use staff appraisal schemes You should see to it that the staff appraisal schemes be a chance for management and employees to come together and exchange ideas, set joint targets and improve the way decisions are reached. The scheme should have a clear appeal process and any negative feedback should be accompanied by evidence such as dates, times and outcomes. Most importantly ratings should reflect measurable element of the job requirements. 10. Advertising: the importance of television and cinema advertisement In fact television and cinema advertising both function as a kind of media which tells or even guides people to buy products or services. With the development of the telecommunication television has become the most important carrier of advertisement and as a result of that TV advertising has the largest amount of audience all over the world. They have penetrated into people’s daily life and persuaded them to buy whenever they turn on them. On the other hand the popularity of the movie make every audience be under the influence of cinema advertising at the beginning and end of the movie. 11. Staff management: how to ensure effective lines of communication between the workforce and management As the leader of the company you should open up a channel for the workforce and management to communicate directly. For example you can hold a monthly meeting within the company, which is attended by both the reps from workforce and management. They are allowed to talk with each other openly and freely to exchange views and opinions. They can also set common objectives. You should achieve this effectiveness by making use of up-to-date technologies. For example you can set up a forum on the intranet of your company so that every member can air and exchange their views on the forum. In this way a effective line of communication will be set up. You should set up an incentive system to make your staff talk with their line managers. 12. Finance: how to ensure accurate cashflow forecasts you should establish a monitor system in the first place to detect any possible cashflow gap which will occur during your production and operation. This system can calculate the balance between your income and expenditure on a daily base. And should there be any sign of cashflow problems the system will warn your staff to do something about it before hand. In order to achieve the accuracy you must set up a report system which demands every manager report the current financial status of his or her departments. The information will be collected everyday for you to take consideration. 13. International sales: how to decide which sales incentives to offer a new foreign customer (本题 做为思考题,请大家考虑一下。我们下次课将要学到。) 14. Recruitment: how to ensure that the best applicant for a job is selected (how to ensure that the best candidate for a post is selected) During the selection process we should pay attention to the candidates’ quality and attribute. Quality refers to the candidate’s ability to conduct his or her future work. During the interview candidates will have to be asked to demonstrate their ability to solve problems and deal with emergencies. In addition the other important factor should also be considered. That is the attribute of the candidate. It has something to do with the candidate’s character and value. Those whose value is in the conflict of the company’s ethics will not be considered as best candidate even if they demonstrate remarkable ability in their work. 15. How to decide whether to float a company on the stock market A: we should check the policy concerning listing a company onto the stock market. Different stock exchanges have different policies and requirements. We should check these policies or requirements to see that if our company meets the demand so as to be listed on the stock market. For example according to the policy of many SEs, the total capital of a company should meet a certain level before it can be listed. Besides, its after-tax profits should also reach a certain level. So check these policies to see if our company is qualified to be listed onto the stock market. Second, we should understand and are willing to take the responsibilities that a listing company has to bear such as disclosure director’s duty all kinds of expenses tax and so on. 16. Training: the importance of training staff to use new technology A: it is a very important step to train your staff in how to use the new technology. First of all most of your staff won’t be familiar with this technology since it is new and unless you train them they will spend much more time in getting used to it. Therefore your training is worthy in getting your staff to understand the new technology. Secondly you still won’t enjoy the high efficiency brought up by the new technology if you can’t achieve the perfect combination of your staff and the new technology which is only possible through training. The last but not the least you can improve your staff’s ability to harness the new technology through your training program and make them more confident in their work, which will definitely enhance the efficiency of your company. 17. The importance of selecting appropriate members of staff to attend exhibitions A: your aim of exhibiting your products at the trade fair is to show your customers the high quality of your products through fine demonstration and careful explanation, which will only be achieved by selecting right staff to attend the trade fair. The staff you select should at least have a good understanding of the products you display. They must know the quality function description production packing and other important fields of your products. Besides they must have strong ability of promoting and marketing. These elaborately-selected staff can answer any kind of question produced by the customers about your products and can secure contracts with them skillfully, which will make your display a complete success. 18. Production management: how to organize an effective stock control system A: there are three important steps: first step up a monitoring system in the company to watch closely the level of inventory so that the inventory can be maintained at an appropriate level. Second set up a reporting system to inform the manager of any possible changes in the level of inventory. If the level is too low try to improve it and reduce its negative effect on the production. If the level is too high try to reduce it and pay attention to the lack of capital and difficulties it will exert on the management. Third make everyone in the company clear about the importance of stock control so that every part of this system is operating effectively and altogether achieve a high proficiency of the whole. 注释:stock control system 存货控制 :对各种物资库存量的管理。目的在于使各种物料的库存量保持 在适当的水平,既不会因库存过低而使生产收到影响,也不会因库存过多而占压资金并增加管理上的困难。: 19. Meeting: the importance of regular meeting with suppliers A: first improve your cooperation with your supplier. It is not just a simple deal you make with your supplier. That is to say you should do your business with your supplier on the basis of equality mutual respect and mutual benefit. Second try to let your suppliers know that you are willing to establish the long-term relationship with them so that they are more confident in the current business with your company. Third it is your PR department’s job to communicate with your suppliers on the regular basis and enhance the friendly relationships between you and your suppliers. 20. The importance of teamwork for the effective management of projects A: to manage projects involves heavy workload and requires much of the company’s energy and human resource. However by using teamwork we can make this complicated work become simple and easy. First when we set up a project-oriented teamwork all members of the projects are united and work in a teamwork spirit. That means they work more systemically and coordinate more with each other. As leaders we won’t worry about the time we will have to waste on the coordinating procedures anymore. Second by using teamwork we can create a sound and effective communication with the project and monitor the communication between members as well as the communication between boss and subordinates. Third in a team everyone tries to help others in their work and a lot of problems can be solved quickly after they occur. The managers can thus save the energy and time for trouble-shooting. 21. The importance of providing employees with clear job descriptions A: if you give your employees clear job descriptions they will have a better understanding of what their jobs are and what their bosses expect from them. Then they can work according to their aims without any misunderstanding of their jobs which will definitely improve the efficiency of your employees’ work. In addition for managers clear job description can enable them to know their subordinates’ work better and to monitor and control their work effectively. 22. The importance of understanding cultural differences when working in an international environment A: (请根据课本第七课所划之内容进行回答) 23. How to ensure that company growth proceeds at the optimum rate A: first we should control the expansion of our company which if not appropriate can cause too much bubble and give a false impression of prosperity. Second plan our company’s future carefully. This includes considering in detail the budget of our company; opening more markets for the company’s products and gearing our company towards a right direction in which its development can be sustainable sound and rapid. Third make sure that we can get all the resources needed for our company’s development including the materials we need to produce our products the capital we need to make investments and the human resource we need to keep our staff highly-qualified. 24. How to manage a heavy workload effectively A: first we should have a timetable illustrating all the details about the work of every staff within a day, a month or even a year. We can deal with more workload while shouldering more responsibility if we can arrange our work in advance. Second make sure that we can communicate with our colleagues effectively so that we can make use of their advice or ideas to help us solve the problems or unexpected things occurring in our work. Third as for ourselves we should keep ourselves physically sound to handle the stress a heavy workload might bring about. 25. The importance to a company of having a Health and Safety policy A: as a kind of legal document Health and Safety policy can help a company to reduce the possible injuries or accidents that may happen in the process of production or office work as it explains in detail what the staff should and should not do in order to keep themselves safe in their work. If those accidents or injuries do happen the Policy made by the company can also be used as reference in case of civil liability. Besides the Health and Safety policy can serve as a record which will be very useful if an inspector questions the company’s precautions on health and safety. 26. How to ensure that staff at all levels receive appropriate feedback on individual performance A: we should establish a complete set of evaluating system within the whole company to monitor individual performance of every employee and to report their performance to the board and the department they belong to. Their performance is judged on the basis of their position and responsibility and in accordance with their personal abilities. Of course any other factors that will affect their performance directly or indirectly will also be taken into consideration. Besides the feedback will be sent directly to our employees’ mailbox immediately after their performance is evaluated. 27. How to maintain customer interest in a company’s products A: usually customers are interested in the products which have high reputation or world-wide brand names. Therefore a company should try to keep the fame of their products and develop its products into a global brand in order to attract its customers. And of course customers are often concerned about the quality of the products they are intended to buy. In this regard a company should make their products reliable to use. In addition a company should upgrade their products in a direction that will lead to a multi-functional and user-friendly kind of products. Try to show your customers that your products have great potentials so that they will keep their interest in your products. 28. The importance of having a career plan in order to achieve high levels of success at work A: a career plan is very important for employees. If you plan your career in advance you will have a better idea of what you should do and what you have to achieve at the different stages of your career, which will make you more realistic at work. The plan will guide you throughout your career and make you easier to climb the ladder within the framework of your company. Every time you start your work you will find there is a clear goal before you and every time you achieve your goal another goal has already been set for you to continue. You will never feel lost in the complicated environment and can gain advantage among the tense competition with your colleagues. Gradually you will find yourself moving steadily towards your success and finally reach the top of your career. All of these are not your dreams and they can be realized if you have your career plan. 29. The importance of product diversification to the success of a business A: in today’s increasingly-competitive market product diversification is crucial to the success of a business. Today’s market is becoming more and more diversified which means a single range of products produced by a certain company cannot survive since the competition is extremely high. And even if you survive you will find your earnings via a single product won’t cover even a small fraction of your cost. Therefore a business should diversify its product range. A diversified product range will make you avoid the tense competition in the specific area and give you more opportunities to open up more potential markets which will reduce to a large extent the risks due to the high competition. (还可从吸引顾客的角度来说) 30. The importance in business of maintaining personal contact with clients A: some of your clients are your important suppliers and others are your distributors. Therefore keeping contact with them means you keep a good communication with your suppliers or distributors whose information is crucial to your production and sales. Any information you gain from your client can be used to test the popularity of your products. Usually formal or official contact with your clients won’t give you much more opportunities to get the information you need. Personal contact however can be developed into a very useful contact since it can produce a sound environment in which you talk to your clients personally. And you can even get some information about your revival through personal contact which you can use to take the advantage in the competition. And of course you will know better what your clients think of your products and what they expect from you since most of your clients are reluctant to tell you because of the strict environment of formal contact. 31. How to balance company growth with production capacity A: in order to balance company growth with production capacity we must keep our production capacity at an appropriate level so that it can promote the growth of our company. If we pay too much attention to the development of production capacity while neglecting the possible harms it can cause we will have to face the stagnation in the grow of our company or the growth bubble which will eventually burst. If we accelerate our production capacity without any consideration of the current market demand or current situation of the company’s sales we will definitely increase our inventory which will cause the break of the cash flow. 32. How to achieve and maintain high motivation among a workforce A: first set up an incentive mechanism within the company to ensure that every highly-motivated employee is awarded. Second try to produce a healthy and sound environment within the company to ensure that every employee know the importance and benefit of keeping high motivation in his or her job. Third help very employee to plan his or her future career within the company to make them sure that they are paid close attention to by the company and they will have a better future if they stay with the company. 33. The importance of training staff in how to use new technology when introducing it into the workplace A: it is a very important step to train your staff in how to use the new technology. First of all most of your staff won’t be familiar with this technology since it is new and unless you train them they will spend much more time in getting used to it. Therefore your training is worthy in getting your staff to understand the new technology. Secondly you still won’t enjoy the high efficiency brought up by the new technology if you can’t achieve the perfect combination of your staff and the new technology which is only possible through training. The last but not the least you can improve your staff’s ability to harness the new technology through your training program and make them more confident in their work, which will definitely enhance the efficiency of your company. 34. How to maintain good relationships with suppliers A: first improve your cooperation with your supplier. It is not just a simple deal you make with your supplier. That is to say you should do your business with your supplier on the basis of equality mutual respect and mutual benefit. Second try to let your suppliers know that you are willing to establish the long-term relationship with them so that they are more confident with the current business with your company. Third it is your PR department’s job to communicate with your suppliers on the regular basis and enhance the friendly relationships between you and your suppliers. 35. How to achieve a strong visual impact in advertising A: first we should use an impressive and unique color design or slogan in our advertising. Each of them is expected to achieve strong visual impact which will make your advertisement a complete one-off. In addition, we can apply multi-media technology to our ad to achieve some special visual effects such as 3D animation. 36. The importance of being able to cope with the stress in a job A: as today’s businessmen we shoulder more and more responsibilities and experience more intensive stress which if not appropriately deal with will lead to mental fatigue or other mental illnesses or even worse the total breakdown. Therefore the ability to cope with the stress in our jobs is one of the most important skills we should acquire in today’s business world. Furthermore, we will inevitably encounter some stress in our daily work. Without appropriately dealing with these stresses we cannot continue our work in a normal way and the stagnation will appear to offset any achievement we have made in the previous work. 37. The importance of a safe working environment for maintaining staff morale A: in a safe working environment your staff will work more comfortably without worrying about the possible risk or ―danger‖ resulting from the neglect of safety procedures. In this case the possible injuries or death will occur rarely and your staff will appreciate the company’s ponderance over their safety. They will feel valued by the company and therefore they will try their best to work and maintain a high morale. 38. How to maintain a balance between quality control and speed of production A: we should maintain our production at an appropriate speed while keeping the quality control in the production. We cannot afford to speed up our production at the cost of quality. Quality control will inevitably slow down our production. However it is worthwhile. Strict quality control method is in itself a cost-effective measure which will reduce the cost you have spent on the interior products. Of course it is not necessary for us to set quality control in every single step of our production. We can keep quality control in some key procedures or areas of our production. Therefore we can achieve a relatively high speed of production. 39. The importance of a cumulous program of staff training within a company A: given the different state in the development of your staff’s knowledge skill and ability it is impossible for you to carry out staff training on all of your employees simultaneously. You have to conduct the training in a step-by-step way. That is to say you must carry out cumulous program. You should first divided your staff into several groups according to their educational background and then train them to achieve different goals. For the staff with high proficiency of skills you train them towards the direction of managers and for those who have relatively weak abilities your focus should be to improve their professional skills and knowledge. Besides a cumulous program will actually last a year or longer. So you won’t have to worry about the shortage of money or time. 40. The importance of selecting appropriate members of staff to attend exhibitions A: your aim of exhibiting your products at the trade fair is to show your customers the high quality of your products through fine demonstration and careful explanation, which will only be achieved by selecting right staff to attend the trade fair. The staff you select should at least have a good understanding of the products you display. They must know the quality function description production packing and other important fields of your products. Besides they must have strong ability of promoting and marketing. These elaborately-selected staff can answer any kind of question produced by the customers about your products and can secure contracts with them skillfully, which will make your display a complete success. 41. The importance of adequate supervision and training of staff who deal with the public A: in order to keep a sound image of your company in public and maintain good relations with the public you should pay special attention to the staff who deal with the public because they are in fact the key element of the success of your PR police. If your staff have the strong abilities of communicating and negotiating when they are dealing with the public your company will definitely reap the fruits of it. Therefore every PR staff will have to receive enough training before they can fulfill their duty. Of course training in itself is not enough. Supervision is always necessary to find out what still needs improving regarding the job of your PR staff and adequate supervision can also enable you to change and improve the training when necessary. 42. How to provide effective support for new members of staff A: what the new members of staff need most at the beginning of their career is the detailed description of their work including what their jobs are; what kind of correct procedure they have to follow during their work; which area they should pay special attention to and other useful information. Therefore we must focus on the above areas when we provide support for our new members of staff. Besides we should pay attention to the way we use to provide support. Being the freshmen most of them are not familiar with the current situation and we should keep enough patience when giving support. Any impatience will harm their feeling and make our support an ineffective one. 43. The importance of being aware of differences in appropriate behavior in other cultures A: today’s world is moving towards globalization. In the business world this is particularly true. The employees of the large companies especially the transnational companies come from different countries and therefore have different cultural background. Difference will inevitably occur during their work in the company. These differences if not be dealt with appropriately will become obstacles and make it difficult for the employees to cooperate with each other in their daily work. A certain behavior such as a gesture which is appropriate to a culture will possibly be regarded as inappropriate to the other culture. Therefore we should be aware of the differences and behave ourselves appropriately in the cross-culture environment. 44. How to ensure that stock control system are run effectively A: there are three important steps: first step up a monitoring system in the company to watch closely the level of inventory so that the inventory can be maintained at an appropriate level. Second set up a reporting system to inform the manager of any possible changes in the level of inventory. If the level is too low try to improve it and reduce its negative effect on the production. If the level is too high try to reduce it and pay attention to the lack of capital and difficulties it will exert on the management. Third make everyone in the company clear about the importance of stock control so that every part of this system is operating effectively and altogether achieve a high proficiency of the whole. 注释:stock control system 存货控制 :对各种物资库存量的管理。目的在于使各种物料的库存量保持 在适当的水平,既不会因库存过低而使生产收到影响,也不会因库存过多而占压资金并增加管理上的困难。: 45. The importance of using environmentally friendly means of transport whenever possible A: in today’s society more and more people are aware of the importance of environmental protection. Their awareness has deeply gone into their consuming habits. Therefore if your company can use environmentally friendly means of transport you will set up a sound image in the local community as well as the society that you are paying your attention to these issues so that you can get good public relationship with the people who will likely turn into your customers if they are satisfied with your environmental protection practice. In addition this practice can be cost-effective and you will save a considerable amount of money each year. 46. How to access the career opportunities provided by different types of companies A: 此题看似复杂但实际上和―选择职业时要注意什么‖等问题类似,因此不再赘述。 47. Q: how to run a meeting successfully A: 此题看似专业但实际上和―选择参加一个会议时应注意什么‖等问题类似,主要可从:agenda;timetable; content; length等方面回答。 48. The importance of packaging products appropriately A: the packaging of our products is in fact a kind of advertisement for our products. So when we decide on packaging for products we must first consider if the packaging can reflect the image of our products. It must best represent the quality of our products through its design and layout which can attract our customers to buy our products. The packaging should show the distinctive features of our products so that every customer can have a better understanding of our products after just taking a look at our products. And we should make sure that the customers can identify our products immediately through the packaging. Besides, the production process decides the physical characters of your products. For example, what they are made of, metal glass or wood? Because of these characters you have to select different kind of packaging. For example being fragile your products made of glass should be packaged in a soft container which can stand the impact of collision. Your wood products should be kept in the anti-wet and anti-mold packaging. As for metal products anti-wet and anti-rust packaging is necessary. Appropriate packaging can ensure the quality of your products during the delivery. 49. The importance of involving staff in setting the objectives of a company’s business plan A: when you involve your staff in setting objectives of your company’s business plan you actually have established a kind of teamwork. Every staff belongs to the team and they have a common objective. Therefore they will feel valued by the company and they will have hard to realize their common goal. In order to achieve this they will help each other learn from each other and coordinate with each other. The communication of your staff is greatly enhanced and a good environment of equality and mutual help is produced. You will absolutely draw upon fruits on your wise practice. 50. Marketing: how to ensure that a product is packaged appropriately for a specific market 51. Management: the importance to a company of an effective personnel management policy 52. Customer relations: how to ensure that a client’s visit to your workplace is successful 53. Personnel management: the importance of a clear career structure for ensuring job satisfaction for all employees 54. Product promotion: how to choose the most appropriate method for promoting a particular product 55. Personnel management: the importance of internal promotion as an incentive for staff 56. Customer relations: how to persuade an important client to place a substantial order for a company’s products or services 57. Strategic planning: the importance of appointing external consultants to evaluate a company’s performance 58. Recruitment: the importance of assessing personality when interviewing job applicants 59. Financial management: how to reduce costs on business trips 61. The importance of making customers feel valued A: in my opinion making your customers feel valued is very important. First, It can maintain the customer’s loyalty to your products so that you can further strengthen your company’s customer base. Second, valued customers often pay their attention to your company’s development and they would like to give you some advice or suggestions which you can use to further promote the quality of your company’s products or services. This will in turn help you to attract more customers and make them feel valued. Therefore I believe that making your customers feel valued is of great importance. 62. The importance to a company of controlling expansion A: it is very important for a company to control its expansion. First, if a company expands too fast without any control it will soon face a variety of problems. For example the budget of this company will become tight because it has to spend money in setting up branches or recruiting more employees. Besides, the structure of this company will become more and more complex which will probably lead to the lack of efficiency in terms of communication, responsiveness and leadership. On the contrary if a company can keep itself at a reasonable size which keeps up with its development, high efficiency will be achieved in the operation and management of the company. Therefore, this company will have a better chance to develop itself. 63. How to ensure that agents maintain a high level of effectiveness when representing a company A: there are several methods we can use in order to make our agents maintain a high level of efficiency. First, we must enhance our agents’ awareness that they are parts of the company and what they do and say when representing our company is of great importance to the development and benefits of the company. In this way we can improve our agent’s work ethics and give them clear objective. Second, we can train those who are lacking of experience or skills to improve the level of their effectiveness. Third, we can build an incentive system in our company to encourage our agents to maintain high level of effectiveness. Of course those who are unwilling to work hard will be punished or even fired. 64. The importance of planning work time effectively A: first an effective timetable planned by the company can avoid unnecessary time-consuming work which will have to be done by more staff than necessary. Therefore individual efficiency can be achieved. Second, an effective timetable explains in detail every step the staff need to follow to finish the work and the exact time they will spend, which will enable the staff to get clear idea about the time limitation and to finish every step before deadline. Therefore the production or service of the company will go at a fast pace. 65. How to ensure inter-departmental co-operation on new projects A: to ensure inter-departmental co-operation on new projects the first thing we should do is to set up a clear objective among all departments. Everyone in every department should know exactly what the company will do with these new projects, what the company expects from the new projects and what each department should do during the inter-departmental co-operation. Second, an intra-net should be built in the company so that every department will have the chance to communicate with others about their plans on the new projects. In addition, different ideas can be discussed and final decision can be made on net. Third, a sound environment of teamwork should be encouraged and special attention should be paid to establishing inter-departmental teamwork spirit. 66. How to evaluate and select new products A: the evaluation and selection of new products should be based on two aspects. First, we can evaluate and select new products according to their performances in market. We can carry out an investigation on how customers like these new products. The results can be used to help to establish the guideline under which new products are evaluated and selected. Second, we can make a trial purchasing of the new products and test their qualities to see if they meet our demands. If the result of the test is fine then we just go ahead to make large orders with the producers and if not we just stop and won’t suffer any loss. 67. The importance to a company of having well motivated staff A: first a company consists of individuals whose morale is crucial to the image of the company. It’s hard to believe that a company full of low-spirited employees can have better performance that the one staffed with well motivated employees. Second, well motivated staff often work hard think creatively and are willing to shoulder more responsibilities, all of which are exactly what the company need to develop itself further. Well motivate staff can also help create a sound environment of mutual help and mutual understanding within the company and stimulate their colleagues’ morale, which will definitely improve the efficiency of the company. Therefore it’s very important for a company to have well motivated staff. 68. How to decide whether to purchase or rent company premises A: first we should see to it that we check the financial situation of our company before we decide whether to purchase or rent company premises. As we all know we will have to spend much more money in purchasing premises than renting them. Therefore we should check our company’s financial situation to see whether we now have enough money to purchase premises. Any ignorance of current financial situation will break company’s cash flow or even undermine the company’s normal production. Second we should ask ourselves the aim that makes us purchase or rent premises. Do we want to set up our headquarters for a long-term investigation which will definitely need us to purchase buildings or just build a branch for a short-term project which requires only some rented houses? After all these careful studies we can make our decision. 69. How to ensure that price levels for new products are set appropriately A: first we should consider the cost of our new products before we put them into the market. The price level we set should at least include all the cost and investment and make us gain some margins. Second we should carry out an investigation or market research in the target market to see what price level can be accepted by our potential customers. We will also have to study the consumer’s habits and the popularity of our new products in the target market. Only through these comprehensive investigations can we ensure the appropriate price levels of our new products. 70. The importance of foreign language training for selected employees A: companies often select some of their employees and appoint them as representatives to deal with foreign trade, export and other international businesses. Therefore it’s vital for companies to give selected employees foreign language training. First in order to do international business well sales persons should know different cultures of different countries in which people are doing business with each other. The most effective way to understand these is through foreign language learning which can be reinforced in the foreign languages courses sponsored by companies. After training employees can communicate freely with their foreign clients and more contracts will be signed. Second, with employees mastering a variety of foreign languages cross-nation cultures can be introduced to companies and contact with the outside world can be promoted, which will gradually make a company evolve into a multi-national one. 71. How to select a suitable agency to handle a company’s advertising A: three points should be considered in order to select a suitable agency. First, the selected agency should be familiar with the character of the products which the company wants to advertise so that the best features of the advertised products of the company can be demonstrated by the advertisement. Second, the agency should have profound knowledge in designing producing and publishing advertisement which is not only a kind of art but also an important marketing method. Third, the selected agency should have the strong ability to combine the aesthetic presented by the advertisement with the need of the company to promote products. 72. How to decide whether to float a company on the stock market A: we should check the policy concerning listing a company onto the stock market. Different stock exchanges have different policies and requirements. We should check these policies or requirements to see that if our company meets the demand so as to be listed on the stock market. For example according to the policy of many SEs, the total capital of a company should meet a certain level before it can be listed. Besides, its after-tax profits should also reach a certain level. So check these policies to see if our company is qualified to be listed onto the stock market. Second, we should understand and are willing to take the responsibilities that a listing company has to bear such as disclosure director’s duty all kinds of expenses tax and so on. 73. The importance to a company of offering its products on the world-wild web A: first offering your products on the internet is in itself a new and very effective means of advertising which you can make use of. People at very corner of the world with the access to the Internet will get to know your products as well as their quality price functions. You won’t have to worry about putting a large sum of money on your advertising because the on-line advertisement is much cheaper than TV commercials. Second you can sell your products directly on the internet and you don’t even need to open your sales channels which used to take up too much money and resource of your company. Your products will be purchased through world-wild web and you will get your money through the E-bank which will automatically transfer the money into your account. 74. How to evaluate the effectiveness of company training programs A: the following procedures can help us to evaluate the effectiveness of our company’s training programs. First we should carry out examinations on our staff who attend the programs and we check the results to see if the goals of our training programs have been achieved. Readjustment will be made accordingly to ensure that our programs are moving towards the correct direction. Second we should hand out questionnaires to find out how our trainees like their training programs. The feed-back will be presented on the board and all the senior staff in charge of programs will discuss the feed-back and make necessary changes. Third we will encourage everyone attending the programs to give us their advice which we can use to improve the effectiveness of our programs. 75. How to decide when it is the right time for a business to expand A: you should check the current status of your company including the capital you own the technology you apply and the human resource you have. As we all know money is an important factor in business expansion. So make sure that you have enough money for your expansion. Another importance factor is technology and advanced technology can help you in your expansion because it will provide you with decisive driving force and enhance the efficiency of your business. You will also need qualified staff who will shoulder more responsibility and are willing to meet the challenges resulted from your expansion. When you find your business meets the above three criteria go ahead and expand yourself. 76. The importance to a company of sponsoring well-known personalities from the arts and popular culture A: In many cases personalities from the arts and popular culture are the idols for the public and they are what we call stars who can have great influence on the public’s opinion because people are keen to know what their idols are wearing using or buying and then try to follow suit. That is to say if you sponsor well-known personalities to promote your products or services you will very much likely to attract more customers and persuade them to buy your products. Therefore it is very important for a company to sponsor well-known personalities from arts and popular culture. 77. How to ensure that the best candidate for a post is selected A: during the selection we should pay attention to the candidates’ quality and attribute. Quality refers to the candidate’s ability to conduct his or her future work. During the interview candidates will have to be asked to demonstrate their ability to solve problems and deal with emergencies. In addition the other important factor should also be considered. That is the attribute of the candidate. It has something to do with the candidate’s character and value. Those whose value is in the conflict of the company’s ethics will not be considered as best candidate even if they demonstrate remarkable ability in their work. 78. How to analyze and make effective use of information First we should set up our own data base to restore useful information which is not only the resource but also the asset of our company. Second we should monitor and control the information so that every piece of useful information can be retained for our further analyze and every piece of irrelevant or redundant information can be deleted. Third we should emphasize on the timing of the information we get. We won’t allow the using of any obsolete information so that we can ensure that our information flow runs without any blockage and every piece of information we get is up-to-date. 79. The importance of brand image in ensuring that products or services sell well A: the brand image is plays an important role in ensuring that your company’s products or services sell well. First a sound brand image means that the products or services of your company enjoy a high prestige and have high qualities which will drive automatically both current and potential customers to buy your products or services on a regular basis. It therefore helps you to expand your customer base or even open some new markets. In addition companies with sound brand images can attract their customers not only through their high-quality products or services but also through the popularity and fame presented by their brand images. In any case it’s easy for a company with sound brand image to promote and sell its products or services. 80. The importance to a company of keeping up-to-date with internet development A: it is undoubted that the Internet will exert great impact on people’s work and lives. Any company cannot afford to neglect importance of the internet which is changing and will continue to change the way people do their business at an unprecedented speed. The latest internet technology can enable you to get more opportunities to propagandize promote and sell your products or services on the net. With the help of the latest net technology you are more likely to win in the increasingly competitive market of today and tomorrow. Therefore companies should watch closely the latest development of the internet and try to apply it in their daily business. 81. How to ensure that a company consistently maintains quality control standards A: first the company should build an independent quality control system which can monitor the implementation of quality control at any stage of the production and can report the results directly to the board. Second the company needs an incentive system to encourage and reward the employees who meet exactly the quality control standards and punish those who fail. Third the company should ensure that everyone in the company knows the importance of quality control and should keep their employees in mind that their company needs their devotion to the consistent maintenance of quality control standards. 82. How to make effective use of the media when promoting a new product or service A: first you should ensure that the media you are going to use knows the importance of promoting a new product or service for you. Let them know the quality or function of your product or service and demonstrate to them that your product or service is really good and suits the need of the public so that they will spare no efforts to help you promote the product or service. Second think about the suitable type of media you’d like to use. If you are to present to the whole world your new product then use the internet and if you just want to sell your products to the local people you can select the local newspaper or other local media. This way you can control the money you spend on the advertisement and thus make more effective use of the media you choose. 83. The importance of teamwork for the effective management of projects A: to manage projects involves heavy workload and requires much of the company’s energy and human resource. However by using teamwork we can make this complicated work become simple and easy. First when we set up a project-oriented teamwork all members of the projects are united and work in a teamwork spirit. That means they work more systemically and coordinate more with each other. As leaders we won’t worry about the time we will have to waste on the coordinating procedures anymore. Second by using teamwork we can create a sound and effective communication with the project and monitor the communication between members as well as the communication between boss and subordinates. Third in a team everyone tries to help others in their work and a lot of problems can be solved quickly after they occur. The managers can thus save the energy and time for trouble-shooting. 84. How to develop a responsible attitude among staff to the health and safety requirements of a company A: first we should let our staff know the importance of the health and safety requirements which are not only connected closely to the well-being of the company but also the well-being of the staff themselves. Required by law the health and safety requirements play an important role in protecting individuals against any possible harm during the work. Any failure to meet these requirements can lead to the loss of property or even lives. Second we can build an incentive system to reward staff who have responsible attitude and punish those who do not. This way we can relate our staff’s attitudes to their individual interests and then help them or force them to develop the right attitude. 85. The importance of computer skills for the workplace of the future A: the workplace of the future has the following features: mobile virtual and on-line. All of these features require the application of computer skills at workplace. By using PDA and mobile PC technology we can change the traditional workplace into a brand new one with high mobility. In addition network technology enables us to communicate at any place with the access to the internet which will fundamentally change the concept of workplace. The old workplace will be therefore replaced by the virtual and on-line one which might be your home your car or your cabin where you spend your holiday. It is clear that the computer skills are very important to the workplace of the future. 86. How to ensure that e-mail is used appropriately by staff for internal and external communications A: first we should train our staff how to use e-mail to conduct internal and external communications. The training should includes how to build one’s own on-line mailbox to receive and send e-mail how to circulate e-mail and how to update the information. Second we should build the monitoring system to watch if our staff use their e-mail correctly. Under the surveillance of this system any irrelevant or redundant e-mail will be deleted automatically to ensure our staff won’t waste their time on them. Third we should make sure that the intra-net of our company is quick and efficient enough to allow our staff to use the function of e-mail and we should also ensure that our company’s access to the Internet remain stable and unblocked. 87. How to administer staff budget effectively A: staff budget refers to the company’s expenses on recruitment and management of human resources. To administer it effectively we should first make a set of guidelines under which every activity involving staff recruitment or management is to be reported and planned in detail so that the cost of these activities will be under the administration of the people concerned. Second we can introduce a simple and realistic corporate culture to our company so that everyone of our company knows well the importance of cost-cutting especially in staff budget. Third members in charge of staff budget administration should be open with other members. They should explain in detail where the budget goes why the budget is cut or expanded and what company can expect from the budget. 88. The importance of finding out about customer’s habits and attitudes A: as we all know your customer’s habits and attitude will exert a great influence on the production and sales of your products or services. Customer’s habits especially their consuming habits will decide to what extent they can accept the price of your products which will directly affect the pricing of your products. Customer’s attitudes towards your products or service reflect the quality of your products or services and will decide whether your products or services can remain popular on the market. So if you carry out research to find out about their habits and attitudes you can gear the production and sales of our products towards a right direction. 89. How to identify ways of reducing costs in a company A: first we can hold a meeting within the company and ask every member attending the meeting to discuss openly where they think the costs originate and how to reduce the costs. Afterwards we collect the feedback and carry out the research on it to see if our staff’s opinion is true. If their opinion reflects the current situation then we set out to list every possible way of reducing costs and follow it to reduce our costs. Second, as top leaders we should ask department managers to create a diagram showing clearly the exact procedures of their tasks and check every procedure to see if there is extra cost and to decide how to solve it. Third we can learn from other companies’ experience of reducing costs and check if there is any similarity between us and those companies in reducing costs. Their ways will probably become great helps for us. 90. How to achieve an effective working relationship between different Departments within a company A: first we should try out best to create a team spirit within the company and between different departments so that members from different departments can know the importance of team work and share the identity that what they are doing now is not just for their own departments but for the well-being of their company. This way there will be a sound environment of mutual help and mutual trust between different departments which can help all members to work effectively. Second company should do something to help people from different departments to understand and communicate with each other. For example we can hold monthly gathering in which everyone can have the chance to know each other speak to each other and share their experience in work so that they will work in a spirit of shelving differences while retaining common ground. There are several factors involved in ensuring that a meeting achieves its aims. First of all, there have to be clear objectives, such as what specific aims the meeting is to achieve, to make sure that the discussions focus on the topic and no time is wasted. Besides, preparations should also be considered, including setting the agenda in advance, getting the hand-out ready, and inform all relevant participants. In addition, when the meeting starts, participants should conform to the ground rules of the meeting, such as contributions, timing and decision-making, to ensure that the meeting achieves its aims within the given time. We are now in a fast-changing world. To manage change effectively, there are several factors involved. First, continuous learning and development are the most important to stay competitive and respond effectively to changing environment. Companies should adjust their recruiting, training and development of people to a culture of dynamism. Besides, a good information system is also important. After all, the company should know what is changing and how it is changing. For instance, when the liking of the customers changes, or when a rival product appears, specific measures should be taken immediately to cope with them. Having decided what needs to be done, the implementation is very necessary/important. Only in this way, can the company adapt to changes, and to respond to market opportunities and challenges in effectively. 第三项 问题的讨论和解决 本项考试的时间:7分钟左右 本项考试的形式:每个考生得到相同的文字资料,按照要求对需要解决的问题进行讨论,并最终得出结果。 考生在进行考试前有30秒时间阅读文字材料,并且在考试过程中可以参考材料。 本项考试内容:本项考试为考生模拟了商业工作的真实环境,包括商业活动中任何可以进行双向交流的场 合。但仍然处于以下范围中:广告、求职、通信联系、商业交流、经营者与顾客的关系、财政、会计、生 产管理、生产安全、员工健康、员工管理、员工招聘、 员工培训、市场、销售、货物运输、技术等等。 本项考试的目的是:考官考察考生运用英语进行交流的能力。包括:正确的组织和进行对话的能力;对问 题做出正确的回应和分析的能力;做出判断的能力。 本项考试从难度上来说居于口语三项考试之首。 考生在本项考试中必须做到: 1〃仔细阅读本项考试文字材料,明确所要达到的目的。:讨论什么;决定什么: 2〃在讨论的开头迅速对所讨论的话题的背景进行简单介绍。 实用技巧:将文字材料中的字句进行简化并表达出来。:见范例: 3〃两名考生讨论和解决的问题进行。 实用步骤1:一问一答式的讨论:范例1: A提问:一句话:——B回答:一句话:,阐述理由:两句话:,A附和:一句话:,阐述理由:两句话:—— 一B提问:一句话:——A回答:一句话:,阐述理由:两句话:,B附和:一句话:,阐述理由:两句话:.——A 或B定下决定:一句话:——B或A支持决定:一句话:。 这种方法思路清晰明确,但切忌回答过于简单。 实用步骤2:各自阐述观点的讨论:范例2: A阐述观点:一句话:和理由:两句话:——B对A的观点表态:一句话:,阐述自己的观点并阐述理由:两 句话:——双方讨论,深入阐述本人观点:A,B各两句话:——定下决定:A,B各一句话:。 这种方法适合对问题的辩论。但考生需注意彼此的交流。 实用技巧:见范例:: A.提问者将文字材料中规定讨论的部分:通常特殊疑问句:改为一般疑问句并进行表述。 B.使用第一人称I或We进行表述,自然进入虚拟的工作环境中。 C.使用工作场合中常用的套话使得交流更加自然。例如:Shall we get down to our business? D.在讨论中表达同意时所用的句型:I think so. / You are right. /That’s quite true. /Definitely. /I have the same view. /I share your concern. /That’s a good point. / No doubt about it. E. 在讨论中表达不同意时所用的句型:That’s true but…. Yes I know but…. I understand but…. I don’t think that I agree with you. I don’t think so. I can’t agree with you. I have some difficulty with your view. Attending Trade Fairs Your company has been invited to take part in a trade fair, which will take place during the busiest time of the year. You have been asked to decide whether staff should be sent to this trade fair. Discuss and decide together: *what the advantages and disadvantages are of attending trade fairs *which members of staff would most usefully represent a company at a trade fair Model Answer 1: A: You know our company has been invited to this year’s Guangzhou Trade Fair in July. But July is our busiest time. So we have to decide whether to send our staff to attend this fair. What’s your opinion? B: I think we should send our staff because…. A: I agree with you. From my point of view, we should…because…. B: Which members of staff will you choose to represent our company to attend the fair? A: My ideal members of staff are … You know… B: I think that is the exact reason why we should … A: I am very happy that we hold the same idea. B: So let’s make this decision. A: Ok. I’ll let our boss know our decision this afternoon. Model Answers2: A: You know our company has been invited to this year’s Guangzhou Trade Fair in July. But July is our busiest time. So we have to decide whether to send our staff to attend this fair. B: I think we should send our staff because… A: To be frank, I don’t agree with you… B: But the fact is we can benefit much more from sending our staff to the fair than keeping them at work. You know… A: Ok, maybe you are right. B: Let’s move to the next agenda. Which members of staff should our company send? A: … B: I agree with you. … A: Ok. Let’s make this decision. B: Ok. I’ll let our boss know our decision this afternoon.