BEC高级口试真题及应考提示

1、BEC高级口试真题及应考提示Sp eaking Test Part II1. Customer Relations: the imp ortance of making customers feel valued2. Comp any growth: the imp ortance to a comp any of controlling exp ansion3. Marketing: how to ensure that agents maintain a high level of effectivenesswhen rep resenting a comp any4. Time Mana

2、gement: the imp ortance of pl anning work time effectively5. Project Development: how to ensure inter-departmentalco-operation onnew p rojects6. Purchasing: how to evaluate and select new p roducts7. P ersonnel Management: the imp ortance to a comp any of having wellmotivated staff8. Strategic PIann

3、ing: how to decide whether to purchase or rentp remises9. Sales: how to ensure that p rice levels for new p roducts are set appropriacomp anytely10. Communication Skills: the importance of foreign language training forselected empio yees11. Advertising: how to select a suitable agency to handle a co

4、mpanysadvertising12. Finance: how to decide whether to float a comp any on the stock-marke13. Marketing: the imp ortance to a comp any of offering its p roducts on theworld-wide web14. Staff Training: how to evaluate the effectiveness of comp any trainingp rogrammes15. Comp any Growth: how to decide

5、 when it is the right time for a business toexpand16. P ublic Relations: the imp ortance to a comp any of spo nsoring well-knownp ersonalities from the arts and popu lar culture17. Recruitment: how to ensure that the best candidate for a post is selected18. Information Management: how to analyse and

6、 make effective use ofinformation19. Sales: the imp ortance of brand image in ensuring that p roducts or servicessell well20. Technology: the imp ortance to a comp any of kee ping up-to-date withinternet devel opm ents21. Quality Control: how to ensure that a comp any consistently maintainsquality c

7、ontrol standards22. P roduct Pro motion:how to make effective use of the media whenpro moting a new p roduct or service23. Product Management: the importance of teamwork for themanagement of p rojectseffective24. Health and Safety: how to devel op a respo nsible attitude among staff tc thehealth and

8、 safety requirements of acco mp any25. Technology: the importance of computer skills for the workplace of thefuture26. Communications: how to ensure that e-mail is used approp riately by stafffor internal and external communications27. Staff Devel opm ent: how to administer a staff budget effectivel

9、y28. Market Research: the importance of finding out about customers habits29. Financial Management: how to identify ways of reducing costs in aand attitudes comp any 30. Communication: how to achieve an effective working relationshi p betweendifferent dep artments within a comp any 31. Communication

10、 skills: the imp ortance of understandingdifferences when working in an international environment32.P ersonnel Management: the imp ortance of p roviding empio yees with clear job descri ptions33.Comp any Growth: how to ensure that comp any growth p roceeds at the op timum rate34.Time Management: how

11、 to manage a heavy workload effectively35.Health and Safety: the imp ortance to a comp any of having a Health andSafety p olicy 36. Human Resources: how to ensure that staff at all levels receive approp riate feedbackon individual p erformanceSamplesCustomer Relations: how to maintain customer inter

12、est in a companysp roductsAs is know to all, it is very imp ortant for a comp any to maintain interest in their p roducts.I think a comp any should try every p ossible way to retain its current customers.First, it should always make sure that it provides its customers with quality goods and after-sa

13、les service.Second, it should lay enough emphasis on theculturalcustomerfeedback from its current customers and take prompt action to take care oftheir needs and demands. Third, if po ssible it may p rovide some incentives toits old customers. For exam pl e, it can grant a certain discount to them i

14、f theirpu rchases reach a certain amount. Apart from all these, a comp any shoulddesign strategies to attract new customers and create transactions with them,to exp and their customer base, so to sp eak. These strategies includep roductdiversification and up grading.All in all, a comp any should try

15、 its utmost to kee p its current customerssatisfied with its products and services, and at the same time it should stayahead of the market through p roduct and p ricing strategies.How to fill a key vacancyIn order to fill a key vacancy, a comp any will usually follow the same standardp rocedure.It w

16、ill begin by p roducing an accurate job descri ption of what it would like thesuccessful candidate to do. From this, it can then p roduce a p rofile of this idealcandidate, which is a list of skills, exp erience, attributes and so on.Having p roduced this p rofile, the comp any must then decide onre

17、cruitment method to cap ture a candidate with this p rofile. This might be ainternal advertisement or an external advertisement in a newspapeInternet say, even an agency or p erha ps a headhunter.the bestr, on theHaving decided on the best recruitment method, the advertisements are thenpl aced or th

18、e headhunter contacted and a list of candidates will be then drawnup to be put through the companys recruitment processes. This might beinterviews, psychometric tests or even hand-writing analysis. This will then p roduce the ideal candidatefor the comp any.The comp any will then have to negotiate t

19、erms with this candidate and, hop efully, this will result interms which are both affordable for the comp any and attractive enough to get the candidate they want.Background InformationCareer PI anning: how to assess the career opp ortunities p rovided by different types of comp aniesCareer P lannin

20、g:Even after a job is offered and accepted, career decisions must be made.On-the-job experience may affect the desired path. Aspiring to achieve a po sition above the p resent position is natural. The pl anned career p ath to that po sition may involve either a series of pro motionswithin the firm o

21、r switching to a different firm. While planning a career path is a useful motivator, thepl ans should be achievable. If everyone pl anned to be p resident of a comp any, most plans would not beachieved. This can cause frustration. A preferable career path would include short-term goals, since someul

22、timate goals may take twenty years or longer. The use of short-term goals can reinforce confidence asgoals are achieved.Career Devel opm ent: the imp ortance of acquiring a range of skills throughout your careerIt is important a person to have a range of skills in the course of his career devel opm

23、ent. When he hasa range of skills, he is obviously more comp etitive than those who dont and therefore has more chancesof pro motion. And it willbe easier for him to find a job outside his comp any if he is not satisfied with hisp resent job. In addition, a p erson with a range of skills is more lik

24、ely to workhis way up to the top of the corpo rate ladder.Human Resources: how to p rovide effective support for new members of staffTraining: The imp ortance of a continuous p rogramme of staff training withina comp anyStaff Management: how to achieve and maintain high motivationworkforceMotivating

25、 Empio yees: Empio yees tend to be more satisfied with their jobsamong aifthey are p rovided (1) comp ensation that is aligned with their p erformance, (2)job security, (3) a flexible work schedule, and (4) empioyee involvementprograms. Firms should offer job security, compensation that is tied toem

26、pioyee performance, more flexible work schedules, and moreempio yeeinvolvement programs. To the extent that job satisfaction canempio yees to imp rove their p erformance, firms may be able top roduction level by p roviding greater job satisfaction.Marketing Researchmotivatea higherManagers cannot al

27、ways wait for information to arrive in bits and pi eces fromthe marketing intelligence system. They often require formal studies of sp ecificsituations. For exa mple, Toshiba wants to know how many and what kindsofpeople or companies will buy its new superfast laptop computer. Or BaratCollege in Lak

28、e Forest, Illinois, needs to know what percentage of its targetmarket has heard of Barat, how they heard, what they know, and how they feelabout Barat. In such situations, the marketing intelligence system will notprovide the detailed information needed. Managers will need marketing research.We defi

29、ne marketing research as the systematic design, collection, analysis,and rep orting of data and findings relevant to a sp ecificmarketing situation facingan organization. Every marketer needs research. Marketing researchers engage in a wide variety of activities,ranging from market potential and mar

30、ket share studies, to assessments of customer satisfaction and purchasebehavior, to studies of p ricing, distribution, and pro motion activities.A comp any can conduct marketing research in its own research dep artment or have some or all of it doneoutside. Although most large comp anies have their

31、own marketing research departments, they often use outsidefirms to do sp ecial research tasks or studies. A comp any with no research dep artment has to buy the servicesof research firms.Marketing: the imp ortance of p ackaging p roducts approp riatelyIn recent times, numerous factors have made pack

32、aging an important marketing tool. Increased comp etitionand clutter on retail store shelves means that p ackages now must p erform many sales tasks-from attractingattention, to describing the product, to making the sale. Companies are realizing the power of good packagingto create instant consumer

33、recognition of the comp any or brand. For exa mple, in an average sup ermarket,which stocks 15,000 to 17,000 items, the typical shopper passes by some 300 items per minute, and 53 percentof all purchases are made on impuIse. In this highly competitive environment, the package may be the sellerslast

34、chance to influence buyers. It becomes a five-second commercial. The Camp bell SoupComp any estimates that the average sho pper sees its familiar red and white can 76 times a year, creatingthe equivalent of $26 million worth of advertising.Market Research: the imp ortance of doing market research be

35、fore launching a new p roductSales: How to sell a p roduct effectively in international marketsP roduct Pro motion: the imp ortance of selecting approp riate members of staff to attend exhibitionsCommunication:the importance in business of maintaining contact with clientsP ublic Relations: the imp o

36、rtance of adequate sup ervision and training of staff who deal with the p ublicManagement: How to run a meeting successfullyTrans port Management: the imp ortance to a business of an efficient p ublictrans port systemAny distribution of products fromproducersto wholesalerswholesalers to retailers re

37、quires trans po rtation. The cost of trans porting some products can exceed thecost of producing them. An efficient transportation can result in higher costs and lower profits for thefirm. For each form of transportation, firms should estimate timing, cost, and availability.This assessment allows th

38、e firm to choose an optimal method oftrans portation. Themost common forms oftrans portation used to distribute p roductsare truck, rail, air, water, pip eline.Trans port Management: the imp ortance of using environmentally friendly means of trans port whenever possibleor fromform ofEmpio yee Safety

39、: Firms ensure that the work pl ace is safe for empio yees byHealth & Safety closely monitoring the production process. Some obvious safety precautions are to checkmachinery and equipm ent for proper working conditions, require safety glasses or any other equipment thatone can prevent injury, and em

40、p hasize any sp ecial safety p recautions in training seminars.Firms that create a safe working environment prevent injuries and the morale of their empioyees. Many firms, such as Allied Signal, now identify work pl ace safety as one of their maingoals. Levi Strauss and Co mp any impo ses safety gui

41、delines not only its U.S. facilities but also on Asianfactories where some of its clothes are made. Starbucks Coffee Comp any has devel oped a code of conductin an attem pt to imp rove the quality o life in coffee-producing countries.Life Skills: the imp ortance of being able to cope with stress in

42、a jobTechnology: the importance of training staff in how to use new technology when introducing it into thework pl aceSp eaking Test Part IIISample DialoguesTime Management Definition: the manner by which managers allocate their time when manag ng tasksSampleZhang: Hi, Ms Wang, you know, our comp an

43、y is sort of out of control theseimp roveWang: Yeah. Everything seems to be in disorder here in our comp any. Anddays. Dont you think so?that obviously has a lot to do with poor time management.Zhang: You mean poor time management has caused all these p roblems. Why?Wang: When time is not well pl an

44、ned within a comp any, they usually do notallocate blocks of time to sp ecified tasks. They do not have a definite idea ofwhen they should compi ete a certain task. AndZhang: And I think they often neglect the ordering of p riorities. I mean certaintasks need our p rior attention. But in our comp an

45、y every task is treated on anequal basis, even if it is a very urgent task.Wang: Thats the point. So time should be planned accordingto theimp ortance of the tasks we need to deal with.Zhang: So what do you think we can do so that time is managed effectivelyhere in our comp any?Wang: You mean what p

46、 rocedures we can adopt?Zhang: Sure. Thats what our boss is asking us to do. Right?Wang: Right. I think weve got a lot to do. First, we should make all the staffmembers realize how imp ortant effective time management is to our company.Zhang: Yes, I think we can give them instruction in time managem

47、ent,esp ecially those in sup ervisory po sitions.Wang: Right, p erha ps we can run a few training p rograms for them. If needwe may invite some exp erts from outside to help us.Zhang: Another thing we can do is to make all the managers, or even everystaff member, come up with a job descri ption of t

48、heir own. In this way, theyWang: Yeah. Everything seems to be in disorder here in our comp any. Andcan be p retty sure about what they are respo nsible for and what they are not.Wang: Yes, thats a good idea. And I think, the top managers of our comp anyshould come up with a set of rules as to what k

49、ind of jobs should be givenp riority to. In this way, we can make sure that imp ortant tasks are dealt withfirst.Zhang: Good idea. So to sum up, our comp any should run a fewtrai ningp rograms, and every staff member should write a job descri ption of their own.Wang: And rules should be made as to w

50、hat kind of job shouldp riority to.Respo nding to Comp etitionZhang: You know our sales have fallen a lot during the p ast quarter.Wang: Yes, one of our comp etitors is charging a lot less than us.Zhang: I know. It is a new comp any in this line of business. We really needdo something about it.Wang:

51、 What do you think we can do?be giventoZhang: I think we can launch an advertising campaign to pronmote ourp roduct.Wang: Yes, its a good idea. But that will surely add to our cost and thereforepush up our p rice.Zhang: I know what you mean. Price is a major considerationwhen acustomer decides on a

52、purchase. But there are certainly many otherconsiderations on their p art, for exam pie, quality and after-sales service.Wang: That makes sense. Ours is a high quality product and our after-salesservice is good enough, I think. Thats why we are charging a higher p rice thanour comp etitors. So we sh

53、ould emp hasize our quality and after-sales service in our ad so that.Zhang: So that people will know the high quality of our product and after-sales service and more peoplewill buy our p roducts.Wang: But I am still worried about the p rice. You know customers always like low p rices.Zhang: Yes, in

54、deed. In fact, we can cut down a bit on our price. You know when sales increase after ouradvertising, we are likely to increase our profit even if we cut down our p rice a little bit.Wang: Yes, a low p rice high volume strategy.Zhang: Thats it. We may even consider some other incentives, such as a c

55、oupon to go with our news paperad, andWang: And I think we can offer free delivery for our customers.Zhang: Yes, but we cannot afford to offer free delivery for all our customersWang: Only those who are within the free delivery area, I think.Zhang: Yes, I think so.New Compu ter SystemWang: Well, you

56、 know our comp any is considering buying an up-to-datecompu ter system.Zhang: Yes, just to repl ace the system were using now. I think it decision.Wang: We need to find out what new compu ter systems are available first.Zhang: Yes, so that we can choose one that is most suitable for our comp any. I

57、think we can find someinformation from Internet.s a wiseZhang: Right. I couldnt agree more.Pro motional VideoWang: Yes, but rm afraid not all the information on the Internet is reliable.Zhang: Right, but at least we can get some information about the systemp roviders.Wang: Thats right, but we can al

58、so find some information fromnews paperadvertisements. I tend to think they are more reliable.Zhang: Sure. I have the same feeling.Wang: But I think the best way is to visit some of the providersand haveface-to-face talks with them so that they can know our needs and we canseefor ourselves how their

59、 systems work.Zhang: And then make our own decision as to what best suits us.Wang: Right. Lets do that. And in repl acing the existing system, I think thereare a few factors we need to take into account. First, do we have to buyup-to-date compu ters if we decide to use new systems?Zhang: I think wel

60、l have to.Wang: In that case, what shall do with these repl aced compu ters?Zhang: I think well have to dis pose of them at very low p rices.Wang: Yes, I dont think theres any other alternative.Zhang: And also I think well have to retrain our people. I bet notthem are familiar with the up-to-date sy