bec高级口语

bec高级口语 BEC高级口语分册 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. 销售代表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,他们对培训的内容和日程安排等等 是否满意,第二点，对于每一次培训，我们都要保持，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.