英语考试剑桥商务英语bec专题讲座2007年12月30日

剑桥商务英语证书考试BEC v主讲: 林明金 副教授 福建师范大学外国语学院 林明金 福建师范大学大学外语教学部主任福建师范大学大学外语教学部主任 英国剑桥商务英语证书英国剑桥商务英语证书BECBEC考官考官 英国伦敦工商考试局英国伦敦工商考试局LCCIEBLCCIEB考官考官 福建省大学英语福建省大学英语CETCET口试副总主考口试副总主考 国内首部英美语言与文化词典主编国内首部英美语言与文化词典主编 正式出版二十多部词典、译著及教辅正式出版二十多部词典、译著及教辅 主讲教师：林明金（副教授、硕士生导师） 福建师范大学外国语学院 林明金 福建师范大学外国语学院 林明金 林明金个人网站: 福建师范大学外国语学院 林明金 什么是BEC? BEC考试是为英语学习者 提供的国际商务语言资格证 书考试。它注重考查考生在 实际工作环境中用英语解决 问题的能力。BEC考试适用 于不同职业背景的考生，并 对考生的学习深造以及求职 应聘具有实用价值。 福建师范大学外国语学院 林明金 剑桥商务英语证书考试BEC vBEC证书得到全球认可，它也 是出国留学和进入外企的“ 通行证”。BEC初、中、高级 可替代雅思(IELTS)Band 3、 5、7，是全球160多所大学入 学语言能力的证明；国外众 多大学认可其高级C以上考试 成绩，可免修该校MBA相应课 程. 福建师范大学外国语学院 林明金 剑桥商务英语证书考试BEC v由于颁证机构的权威性，在英国、英联邦各 国及欧洲大多数国家的商业企业部门获得认 可，并得到国内数百家外资企业认可，有“ 外企绿卡”之美誉；此外，取得BEC初级证书 可免修高教自考中英合作商务管理金融管理 专科段商务英语课程。 福建师范大学外国语学院 林明金 BEC与LCCIIQ、CET、PETS的区别 v BEC（英国剑桥商务英语证书考试）：目前国际最受推崇 的商务英语语言能力考试，考试侧重听说读写四项基本技 能，全球认可，中国国家教育部引进并推荐； v LCCIIQ（英国伦敦工商考试局职业资质考试）：目前全球 最权威的职业资格认证考试之一，其考试侧重实际商务操 作技能，全球认可，中国国家教育部引进并推荐； v CET（大学英语四六级考试）：主要针对在校生的英语水 平测试，分四级和六级，国家教育部高教司大学英语考试 指导委员回主办； v PETS（全国英语等级考试）：主要针对非在校生的英语水 平测试，分1-5级，国家教育部主办。 福建师范大学外国语学院 林明金 BEC 与GRE、IELTS、TOFEL等有何区 别 v GRE：是美国工科类研究生入学要求的考试，出国读研只有美 国和加拿大认可。GRE不是语言能力考试，而是一种aptitude test。其设计初衷是检测考生是不是做研究的材料，我们从他 的命题方向就能看出。GRE考试测试你的逻辑思维，分析能力 等等。GRE考试并非针对非英语国家的学生，而是面对美国本 土，因此对于中国考生来说，英文的熟练程度（主要为词汇能 力和阅读能力在很大程度上影响着其研究质素的展示）。 v IELTS：英国驻华使馆文化教育处传来消息，随着英国及英联 邦国家澳大利亚、新西兰留学的走热，雅思考试人数飙升，已 经成为国内第一大留学类语言考试。 v TOEFL：托福考试作为进入北美大学的准入考试曾经风靡一时 。美国发生“911事件”以后，想拿到美国留学签证更加困 难，而且托福考试也不再是读大学的唯一准入考试，很多人知 难而退，把留学的目标转向加拿大和澳大利亚等国家。所以托 福考试风光不再。 vBEC考试与课程学习 vBEC-V Writing Part One 福建师范大学外国语学院 林明金 WRITING v 第一部分是非正式文体写作，要求考生利 用给出提示，写一篇简短的公司内部通信 ，即与公司内部的同事进行与商务有关事 宜的沟通，其文体可能是便条、留言、备 忘录、电邮、传真等。 v 字数：4050词 福建师范大学外国语学院 林明金 MEMO v Definition: a short official not to another person in the same company or organization. v MEMO is short for memorandum. v BEC中级写作中，MEMO主要针对公司内部交流、告 知或提醒公司内部员工有关商务或公司内部活动的事 宜，用于联系工作、交流信息，是处理一般公务时常 用的一种简便函件。 福建师范大学外国语学院 林明金 Email v Definition: a message that is sent from one person to another using the computer system v Format: v To: v From: v CC: v Attached: v Subject: 福建师范大学外国语学院 林明金 Format of E-mail v The date and time is automatically inserted by your computer so make sure you keep your computers internal clock accurate. v Key in the e-mail addresses exactly. Correctly addressed email are delivered within seconds. It can take days to receive an error message letting you know that an incorrectly addressed message did not get delivered. v Always write a subject heading. This will give the recipient a good idea of the contents of the message and makes for easier handling. v Formality are not necessary in e-mails. Replace formal salutations like Dear David with informal Hello David or even just David. Yours sincerely is not needed in emails, perhaps just Best wishes or All the best v Express yourself. Emoticons can be used v to show mood in your email messages. :-) happy ;-) wink ;-( sad :-I indifference :-/ perplexed :-D shock or surprise 福建师范大学外国语学院 林明金 Basic Rules of E-mail v Check your syntax. Make an effort to keep sentences short and simple, and check your syntax. The more pride you take in your message composition, the more successful you will be in being understood and achieving the desired results. v Keep copies. Just as you would keep copies of letters, it is good practice to take a printout of email messages sent and receiving. v Check your message. As soon as you hit the send symbol, your message may be received in seconds. No calling it back for second thoughts. So check it and get it right first time. Part Two 福建师范大学外国语学院 林明金 PART II 题型介绍 v要求考生写一篇120140词的商务信函、 报告或提案 v题目中有相应的文字对考生提具体要求，并 有以图标或表格等形式出现的带“手写笔记” 的材料 v要求考生重组信息，运用自己掌握的词汇和 句子结构将其表达出来 福建师范大学外国语学院 林明金 写作技巧 v如何将信息分类重组，并条理清楚的表达出 来就成了考生要解决的主要问题。 vObservation vacations. 2. Newly married couples: Young, no children Highest purchase rate and highest average purchase of durables: cars, appliances, furniture, vacations. 3. Full nest I: Youngest child under six Home purchasing at peak. Liquid assets low. Interested in new products, advertised products. Buy: washers, dryers, TV, baby food, and cough medicines, vitamins, dolls, wagons, skates. 4. Full nest II: Youngest child six or over Financial position better. Less influenced by advertising. Buy larger-size packages, multiple-unit deals. Buy: many foods, cleaning materials, bicycles, music lessons, pianos. vBEC主题学习 vCustomers Nobody is more important to the success of a business than its customers. To exceed customer expectations, to build customer loyalty. 福建师范大学外国语学院 林明金 The Customer-Development Process First-time Customers Repeat Customers Clients prospects Advocates Customers needs change. And some businesses lose sight of these changes because they fail to listen to their customers. 福建师范大学外国语学院 林明金 The consumer buying process Recognition of need Research alternatives Purchase decision Post purchase evaluation The cost of attracting a new customer is estimated to be five times the cost of keeping a current customer happy! A company can improve profits by 25 to 85 percent when they reduce customer defections by just 5 percent. 福建师范大学外国语学院 林明金 Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors. 福建师范大学外国语学院 林明金 The most important thing is to forecast where customers are moving, and be in front of them. 福建师范大学外国语学院 林明金 It is more important to do what is strategically right than what is immediately profitable. Customer is King! Customer is God! What is a customer ? 福建师范大学外国语学院 林明金 A customer is the most important person in any business A customer is not dependent upon us. We are dependent upon him. A customer is not an interruption of our work. He is the sole purpose of it. A customer does us a favor when he comes in. We arent doing him a favor by waiting on him. A customer is an essential part of our business-not an outsider. 福建师范大学外国语学院 林明金 A customer is not just money in the cash register. He is a human being with feelings and deserves to be treated with respect. A customer is a person who comes to us with his needs and his wants. It is our job to fill them. A customer deserves the most courteous attention we can give him. He is the lifeblood of this and every business. He pays your salary. Without him we would have to close our doors. Dont ever forget it. A Customer is not someone to argue or match wits with. Nobody ever won an argument with a Customer. 福建师范大学外国语学院 林明金 WHY? vThe last thing an organization would want now is to lose customers. This is the time to tighten relationships with customers. It is on the strength of these relationships that companies will survive the downturn. 福建师范大学外国语学院 林明金 Gap Between Company & Customers 8 percent of customers consider they receive good service , while 80 percent of companies assume that treat their customers as king. 福建师范大学外国语学院 林明金 Stew Leonards Rule1:the customer is always right. Rule2:if the customer is ever wrong, reread rule1! 福建师范大学外国语学院 林明金 Customer =profits vStew Leonards: the customer creates an average of $50,000 lifetime value. vLexus: a single satisfied and loyal customer is worth $600,000 in lifetime sales. vTaco Bell: customer lifetime value exceeds $12,000 福建师范大学外国语学院 林明金 Customer value and satisfaction Customer satisfaction shows how well the product performs. Customers satisfaction is a key influence on future buying behavior. Satisfied customers buy again and tell others about their good experiences. Dissatisfied customers often switch to competitors and disparage the product to others. Customer value is the difference between the values the customer gains from owning and using a product and the costs of obtaining the product. 福建师范大学外国语学院 林明金 The customer is where your cash might go Why is the customer “king” instead of “God”? Because God forgives, but king never. One example is enough to illustrate this point: A few years ago, an old lady won a case against McDonalds and was awarded 600,000 damages, just because she had