商务英语(上)形考册答案.pdfVIP

商务英语（上）简答题总结 几个重要概念 STEP analysis-STEP stands for Sociological, Technological, Economic and Political. (STEEP-Sociological, Technological, Economic, Ecological and Political). It is a useful management tool which helps companies understand the external factors that can affect their businesses. TQM-It stands for Total, Quality, and Management. SWOT-It stands for Strengths, Weaknesses, Opportunities, and Threats. It is a management tool which helps an organization to identify its strengths and weakness, understand the opportunities presented by the marketplace and the threats that it faces in the market. SMART-It stands for Specific, Measurable, Achievable, Relevant, and Timed. It is a important planning tool which helps an organization to realize its goals. It makes the goals specific, measurable, achievable, relevant and timed. It can help check the feasibility of the objectives made by the company. Annual report-It will look back over the year and will talk about the profit and loss account, detail the cash-flow forecast, where cash has come from, where its gone, and also will look at the balance sheet at the beginning or end of the year thats just ended. The balance sheet -this statement shows an organizations assets(what is owns)against its liabilities(what it owes) at a particular time-usually the beginning or end of a financial period, such as a month or year. Cash flow- The cash flow shows where cash comes from and where it goes over a period of time. The cash-flow forecast is a document thats going to enable you to monitor and control your business. The profit and loss account-This compares what the company has earned from sales with what the company spent to make those sales. 作业 1 Module 1 Changes and the company 1What are the different ways in which organizations can be structured？ Organizations often have either a tall structure or a flat structure. A tall structure usually has many levels or layers of management. It is hierarchical. A flat structure has fewer layers of management. This often results in more individual responsibility. 2What factors may contribute to the changes in an organization？ It considers changes which have happened as a result of technology, new working practices and increasing globalization. Sociological, Technological, Economic, Ecological and Political factors may contribute to the changes in an organization. 3. How have these changes affected people at work? How have the changes affected people personally? Effects on people at work: Positive: working with new technology, such as quicker communication , to be more convenient，efficient, increased efficiency, Work from home/telecommuting. Increased job security Going to other country or place to work/ Set up ones own business, developing his career Negative: Bring more challenge and opportunities Under great pressure, stressful and difficult, severe competition Effects on people personally Experiencing a different lifestyle Traveling Improved salary Change a job easily 4How does an organization operate in a global market？(p22) In response to this growing global market, companies need to make changes to adapt. 1)Building capacity-Businesses have attempted to remain competitive and commercially profitable on the global market. They have also aimed to attain world-class performance. 2)Investing in people-Focusing on developing the potential of each individual employee. 3)Meeting customer expectationsSatisfying the greater choice as well as lower prices demanded by customers 4)Strengthening the role of management-Promoting a vision that everyone working in the company can understand. 5. Advantages and disadvantages of working at home? Advantages: Disadvantages No traffic jams-Saving time More flexible Get more free time. Fewer distractions. More work can be done. People feel isolated. Less human contact Less social activities. Find a balance between working at home and working in the office. One cant work in complete isolation. One needs some contact with the outside world. Module 2 The Customer 6 How important is a strong customer service policy to the success of the company? A companys success mainly depends on the customers . Without a strong customer service, a company cant make living and survive for a long time. A strong customer service policy ensures the improvement of the customer service. 7. What is a company supposed to do to improve customer service? Making everyone aware of how important a good customer service is. Train the staff on customer care. Every one should learn to be more helpful, pleasant and friendly Provide a friendly environment to get customers feedback quickly to meet their needs. 8. About brand values, what should a company do to increase its brand value? The five brand values are: quality, friendliness, innovation, value for money and choice. In order to increase the brand value, a company should provide the higher quality of products and service; train the staff to be more friendly and knowledgeable; innovate frequently; improve its service to a high level ; have various products available; have a good supervision system. 9 How do you get customer feedback? How do you conduct the survey? How do you select the sample group of people? (Or how are you supposed to?) 第一问: There are three ways of getting feedback from customers: in face-to-face interviews, on the telephone and through a written questionnaire. 第二问: Choose a sample of the target customers to ask questions relating to the data the company needs. conducting an interview Telephone the customers Hand out the companys questionnaires ,brochures or materials for the customers to fill in. Send emails or letter to the customers 第三问： survey the sample group of people in their own home is often useful. There are three main types of survey: doorstep interviews, postal surveys and telephone surveys. 10 What is Total Quality Management? What is the difference between TQM and traditional management? 第一问： TQM stands for Total Quality Management. Total means that everyone is involved in the final product or service to the customer. Quality is a objective rather than a subjective concept, we must understand it in the same way. We can measure and manage it. Management means TQM will not happen by accident. 第二问： The traditional idea of quality control is of people checking finished articles to see if they come up to standard, rejecting those that dont and investigating problems when they happen. This is a reactive approach to quality-“Wait until something goes wrong and then fix it”. But TQM is quite different from that. It is a proactive rather than a reactive process. 11 What is “cash flow”? The cash flow shows where cash comes from and where it goes over a period of time. 12 How do you give a presentation about the companys financial performance?P141 I should prepare well by writing out what I want to say and then practicing it. However, it isnt a good idea to read it because I cant sound very natural and cant make eye contact with my audience. So I will talk from notes Ive made. In the presentation I will dress formally and prepare some visual aids to help me. Most presentations follow a similar structure and often use the same language. Normally it is divided into six parts: Greeting, Introducing the purpose of the presentation, Introducing the sequence of the presentation, Referring to visuals, Changing topic, and Summarizing and concluding. 13 What should a business plan include? P150 It usually should include: 1) Executive summary 2) Nature of the business 3) Management of the business 4) Sales and marketing 5) Product and services 6) Premises, equipment and vehicles 7) Legal and insurance 8) Financial planning-profit and loss 9) Monitoring performance-cash-flow forecast 10) Personal survival budget 11) Assessing profitability 12) Contingency plans/risk assessment 14 What is the business plan for? It helps a company to look back the performance in the past and anticipate trends and see opportunities before the competition does. It is for a company to ask for loan from bank and investment from shareholders or investors. It helps you to set up a new business. The cash-flow forecast is a document thats going to enable you to monitor and control your business. 15 Could you tell some of the reasons why some businesses fail? Most of those companies go out of business because of working capital or cash-flow problems. Many small businesses fail because they dont understand finance well. Increasing sales too quickly is one of the largest causes of small business failure. Your customers paid late. You couldnt pay your suppliers. Your suppliers stopped supplying you, You couldnt produce any more products. You didnt supply your customers on time, They went to your competitors instead. You didnt pay your staff regularly, They left to find more secure jobs. You borrowed more money from the bank, You couldnt pay the interest. 作业 2 16 What is the procedure of market research? How do you write market research reports ( in terms of structure and language)?（按照结构和语言） 第一问： 1) Find the focus group to carry out the market research. 2) Finish the questionnaire 3) Prepare the market research reports 第二问： A market research report will usually contain the following sections: 1) Introduction 2) Aims The aim of this research is to. 3) Methodology(the methods) This research was administered using a questionnaire by inviting (+人数) customers. 4) Results/Key findings 5) Conclusions and recommendations To sum up, 17 What is the proper attitude towards teamwork? Working in teams may: 1) be motivating 2) Be interesting 3) Be educational 4) Give members the opportunity to work with different people 5) give team members a sense that they are doing something useful. 6) Make members feel more valuable or important 7) Allow different abilities to be used on a project 8) Produce better solutions to problems more quickly 18 Whats the function of a team leader? The function of a team leader is overall planning and coordination of different departments. 19 When the new product is finished, how do you promote the product? I will promote the product internally and externally. There are many ways to promote the product such as through Brochure, advertisements, direct selling, presentations, point-of-sale displays, newspaper article and posters and so on. 20 Do you have to promote the new product internally? How do you promote your product internationally? Yes, I do. One of the purposes of the internal promotion to the managers and staff was to get their opinions on the product and to identify the problem. Then I will know how to solve the problem to make the products better. For promoting internationally, I will promote the products in the international exhibition center, book a stand at the Exposition or launch TV advertisement or promote online. 21 What kind of technology are you using in your work? I am using the ICT(Information Communication Technology) in my work. I also use Internet, intranet, computer, printer, photocopier, scanner and so on. 22 How do you react to new technologies?(Do you like it? Do you feel like to get some training? Any rejections to the technologies? They are very useful. Im in favor of them. They are very convenient for me. They can help me improve my efficiency. I like to get some training. It will make me competitive and more capable of my work. Thought new technologies bring us lots of opportunities, they also have some shortcomings. Some people will make use of them to commit crimes. They can easily cheat on line. 23 What if you were not using the technology? Without using the technology, I wouldnt be able to do work and my working efficiency will be very low. 24 Taking IT (or ICT) for example, what are the strengths and weaknesses of this technology? Strengths: 1) It is very useful. The Internet and the intranet bring us a great change in the ways we do things. We use it not only for posting information for general use, but we also use it for forums. The team members in the forum can work in different places or countries. We can easily search information online. 2) Because of globalization, ICT allows us to contact with the whole world easily. 3) It saves people s time. It allows people work from home or other places instead of office room. Weaknesses: 1) People spend more time communicating through their modems even in the same office that talking face to face. People become more isolated. 2) It makes people lazy. 25 What technology skills a person has to have so as to get or stay at a job in business? A person should know : how to use some basic office software such as Word processing software, Excel, PowerPoint and so on. how to send and receive email or fax. How to use the photocopier. How to surf online to find the information what the company need 26 What is the process of recruitment? 1) Deciding to employ new staff-This is the writing of a job description and a person specification to identify exactly the type of person needed for the post. 2) Job application.-Companies place an advertisement for the vacancy. The applicants will write a CV and a covering letter and then send them to the companies. 3) Selection and rejection of applicants.-Companies interview and select new staff. And applicants apply for the position. 4) Companies introduce new staff to the new position.-induction 27 For the applicants, what is the process of applying for posts? 1) Identifying the vacancy. 2) Writing a CV and a covering letter(附上的说明信) 3) Preparing for a interview and taking the interview. 28 How to write a CV? In terms of layout: There are three main formats : Chronological/time order, functional, and predictive. And you need to write a covering letter together with your CV. In terms of content: Your CV should Include your profile and your name, address and telephone number etc, include information about your education, career and skills. It should give information about the tasks and responsibilities of the jobs you have done. In terms of language: Use verbs as nouns. 29 How to win a chance of interview? How to prepare for an interview? How to behave in an interview?(p88) 第一问: Preparation is the key to win a chance of interview. Firstly, You should meet the requirement needed by the company. You should be knowledgeable and experienced in the relevant field for the post. Secondly, you should write a good CV and a good covering letter. 第二问: You should find out as much as you can about the company. Read over the application form or your CV because the interviewers will start their questions from what you have already sent to them. So remember what youve put in. Also think about the questions they might ask you. You will almost normally be asked why you want the job, or why they should give you the job above the other candidates. Prepare a few questions for asking them to show you can think for yourself. 第三问: Youve got to convince the interviewer that youre the person they want. Speak positively about yourself and emphasize your strengths, skills and talents. Be confident and have self-belief. Its worth being honest, but often you can turn a weakness into a strength. 30 What will the company look at in a candidate when choosing the right person? The company looks for a candidate who is keen on the job, who really wants that job. They also look at whether you are knowledgeable and experienced in the relevant field for the post. 作业 3 31 How do you conduct research on competition?(p123)8+6 I conduct research on competition through: -Continuous market research -Buy trade magazines -Audit consumer use of different brands -Visit other companies headquarters -Audit shops and their sales -Speak to the employees of other organizations -Look at other organizations annual reports -Visit trade fairs Visit local library Search the internet Track media commentary Make direct enquires Study product literature Use your eyes. 32 What are the different kinds of market research?p138(7) Attitude research Motivational research Qualitative market research Quantitative market research Desk research Marketing communications research Omnibus survey 33 What is SMART action plan? How important is the SMART action plan? It stands for Specific, Measurable, Achievable, Relevant, and Timed. The SMART action plan is a very important planning tool which helps an organization to realize its goals. It makes the goals Specific, Measurable, Achievable, Relevant, and Timed. According to this plan, an organization can make its business successful. It can help check the feasibility of the objectives made by an organization. 34 What is SWOT analysis? How important is SWOT analysis when a company needs to identify areas to change or develop? It stands for Strengths, Weaknesses, Opportunities, and Threats. It is used by organizations as a means of identifying areas, which may need to be changed, or areas, which can be developed. This type of analytical tool represents an effort (成果) to examine the interaction between the particular features of your business and the external marketplace in which you compete. 35 How do you promote your brand image? What ads are good ads? 第一问: Brand image is the image of a companys products or services. It is promoted by the advertising. And I need to choose an attractive name, improve the quality of products and service and make them value for money. Its also very important to train the staff carefully,