[商务英语]2007年11月商务英语BEC考试高级口试真题

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1、Speaking Test Part II1. Customer Relations: the importance of making customers feel valued2. Company growth: the importance to a company of controlling expansion3. Marketing: how to ensure that agents maintain a high level of effectiveness when representing a company4. Time Management: the importanc

2、e of planning work time effectively5. Project Development: how to ensure inter-departmental co-operation on new projects6. Purchasing: how to evaluate and select new products7. Personnel Management: the importance to a company of having well motivated staff8. Strategic Planning: how to decide whethe

3、r to purchase or rent company premises9. Sales: how to ensure that price levels for new products are set appropriately10. Communication Skills: the importance of foreign language training for selected employees11. Advertising: how to select a suitable agency to handle a companys advertising12. Finan

4、ce: how to decide whether to float a company on the stock-market13. Marketing: the importance to a company of offering its products on the world-wide web14. Staff Training: how to evaluate the effectiveness of company training programmes15. Company Growth: how to decide when it is the right time for

5、 a business to expand16. Public Relations: the importance to a company of sponsoring well-known personalities from the arts and popular culture17. Recruitment: how to ensure that the best candidate for a post is selected18. Information Management: how to analyse and make effective use of information

6、19. Sales: the importance of brand image in ensuring that products or services sell well20. Technology: the importance to a company of keeping up-to-date with internet developments21. Quality Control: how to ensure that a company consistently maintains quality control standards22. Product Promotion:

7、 how to make effective use of the media when promoting a new product or service23. Product Management: the importance of teamwork for the effective management of projects24. Health and Safety: how to develop a responsible attitude among staff to the health and safety requirements of accompany25. Tec

8、hnology: the importance of computer skills for the workplace of the future26. Communications: how to ensure that e-mail is used appropriately by staff for internal and external communications27. Staff Development: how to administer a staff budget effectively28. Market Research: the importance of fin

9、ding out about customers habits and attitudes29. Financial Management: how to identify ways of reducing costs in a company30. Communication: how to achieve an effective working relationship between different departments within a company31. Communication skills: the importance of understanding cultur

10、al differences when working in an international environment32. Personnel Management: the importance of providing employees with clear job deions33. Company Growth: how to ensure that company growth proceeds at the optimum rate34. Time Management: how to manage a heavy workload effectively35. Health

11、and Safety: the importance to a company of having a Health and Safety policy36. Human Resources: how to ensure that staff at all levels receive appropriate feedback on individual performanceSamples(部分口语试题参考答案)1、Customer Relations: how to maintain customer interest in a companys productsAs is know to

12、 all, it is very important for a company to maintaincustomer interest in their products. I think a company should try everypossible way to retain its current customers.First, it should always make sure that it provides its customerswith quality goods and after-sales service. Second, it should layeno

13、ugh emphasis on the feedback from its current customers and takeprompt action to take care of their needs and demands. Third, ifpossible it may provide some incentives to its old customers. Forexample, it can grant a certain discount to them if their purchasesreach a certain amount. Apart from all t

14、hese, a company should designstrategies to attract new customers and create transactions with them,to expand their customer base, so to speak. These strategies includeproduct diversification and upgrading.All in all, a company should try its utmost to keep its currentcustomers satisfied with its pro

15、ducts and services, and at the sametime it should stay ahead of the market through product and pricingstrategies.2、How to fill a key vacancyIn order to fill a key vacancy, a company will usually follow the same standard procedure.It will begin by producing an accurate job deion of what it wouldlike

16、the successful candidate to do. From this, it can then produce aprofile of this ideal candidate, which is a list of skills, experience,attributes and so on.Having produced this profile, the company must then decide on thebest recruitment method to capture a candidate with this profile. Thismight be

17、an internal advertisement or an external advertisement in anewspaper, on the Internet say, even an agency or perhaps a headhunter.Having decided on the best recruitment method, the advertisementsare then placed or the headhunter contacted and a list of candidateswill be then drawn up to be put throu

18、gh the companys recruitmentprocesses. This might be interviews, psychometric tests or evenhand-writing analysis. This will then produce the ideal candidate forthe company.The company will then have to negotiate terms with this candidateand, hopefully, this will result in terms which are both afforda

19、ble forthe company and attractive enough to get the candidate they want.Background Information3、Career Planning: how to assess the career opportunities provided by different types of companiesCareer PlanningEven after a job is offered and accepted, career decisions must bemade. On-the-job experience

20、 may affect the desired path. Aspiring toachieve a position above the present position is natural. The plannedcareer path to that position may involve either a series of promotionswithin the firm or switching to a different firm. While planning acareer path is a useful motivator, the plans should be

21、 achievable. Ifeveryone planned to be president of a company, most plans would not beachieved. This can cause frustration. A preferable career path wouldinclude short-term goals, since some ultimate goals may take twentyyears or longer. The use of short-term goals can reinforce confidenceas goals ar

22、e achieved.Career Development: the importance of acquiring a range of skills throughout your careerIt is important a person to have a range of skills in the courseof his career development. When he has a range of skills, he isobviously more competitive than those who dont and therefore has morechanc

23、es of promotion. And it will be easier for him to find a joboutside his company if he is not satisfied with his present job. Inaddition, a person with a range of skills is more likely to work hisway up to the top of the corporate ladder.4、Human Resources: how to provide effective support for new mem

24、bers of staffTraining: The importance of a continuous programme of staff training within a companyStaff Management: how to achieve and maintain high motivation among a workforceMotivating Employees: Employees tend to be more satisfied withtheir jobs if they are provided (1) compensation that is alig

25、ned withtheir performance, (2) job security, (3) a flexible work schedule, and(4) employee involvement programs. Firms should offer job security,compensation that is tied to employee performance, more flexible workschedules, and more employee involvement programs. To the extent thatjob satisfaction

26、can motivate employees to improve their performance,firms may be able to a higher production level by providing greater jobsatisfaction.5、Marketing ResearchManagers cannot always wait for information to arrive in bits andpieces from the marketing intelligence system. They often requireformal studies

27、 of specific situations. For example, Toshiba wants toknow how many and what kinds of people or companies will buy its newsuperfast laptop computer. Or Barat College in Lake Forest, Illinois,needs to know what percentage of its target market has heard of Barat,how they heard, what they know, and how

28、 they feel about Barat. In suchsituations, the marketing intelligence system will not provide thedetailed information needed. Managers will need marketing research.We define marketing research as the systematic design, collection,analysis, and reporting of data and findings relevant to a specificmar

29、keting situation facing an organization. Every marketer needsresearch. Marketing researchers engage in a wide variety of activities,ranging from market potential and market share studies, to assessmentsof customer satisfaction and purchase behavior, to studies of pricing,distribution, and promotion

30、activities.A company can conduct marketing research in its own researchdepartment or have some or all of it done outside. Although most largecompanies have their own marketing research departments, they often useoutside firms to do special research tasks or studies. A company withno research departm

31、ent has to buy the services of research firms.6、Marketing: the importance of packaging products appropriatelyIn recent times, numerous factors have made packaging an importantmarketing tool. Increased competition and clutter on retail storeshelves means that packages now must perform many sales task

32、s-fromattracting attention, to describing the product, to making the sale.Companies are realizing the power of good packaging to create instantconsumer recognition of the company or brand. For example, in anaverage supermarket, which stocks 15,000 to 17,000 items, the typicalshopper passes by some 3

33、00 items per minute, and 53 percent of allpurchases are made on impulse. In this highly competitive environment,the package may be the sellers last chance to influence buyers. Itbecomes a five-second commercial. The Campbell Soup Company estimatesthat the average shopper sees its familiar red and wh

34、ite can 76 times ayear, creating the equivalent of $26 million worth of advertising.7、Market Research: the importance of doing market research before launching a new productSales: How to sell a product effectively in international marketsProduct Promotion: the importance of selecting appropriate mem

35、bers of staff to attend exhibitionsCommunication: the importance in business of maintaining contact with clientsPublic Relations: the importance of adequate supervision and training of staff who deal with the public8、Management: How to run a meeting successfullyTransport Management: the importance t

36、o a business of an efficient public transport systemAny distribution of products from producers to wholesalers or fromwholesalers to retailers requires transportation. The cost oftransporting some products can exceed the cost of producing them. Anefficient form of transportation can result in higher

37、 costs and lowerprofits for the firm. For each form of transportation, firms shouldestimate timing, cost, and availability. This assessment allows thefirm to choose an optimal method of transportation. The most commonforms of transportation used to distribute products are truck, rail,air, water, pip

38、eline.Transport Management: the importance of using environmentally friendly means of transport whenever possible9、Health & SafetyEmployee Safety: Firms ensure that the workplace is safe foremployees by closely monitoring the production process. Some obvioussafety precautions are to check machinery

39、and equipment for properworking conditions, require safety glasses or any other equipment thatone can prevent injury, and emphasize any special safety precautions intraining seminars.Firms that create a safe working environment prevent injuries andimprove the morale of their employees. Many firms, s

40、uch as AlliedSignal, now identify workplace safety as one of their main goals. LeviStrauss and Company imposes safety guidelines not only its U.S.facilities but also on Asian factories where some of its clothes aremade. Starbucks Coffee Company has developed a code of conduct in anattempt to improve the quality of life in coffee-producing countries.10、Life Skills: the importance of being able to cope with stress in a jobTechnology: the importance of training staff in how to use new technology when introducing it into the workplace.