BEC口语中级 2 话题

Marketing考点分布Settingprices

产品定价Advertising

广告Packing

包装SettingPrices产品定价Doyouthinkcompaniesshouldtakecompetitionwhensettingpricesforproducts?Whyorwhynot?SuggestedNotesnewproducts/becompetitivetakecompetitionintoconsiderationequalorlowertoitscompetitors'SettingPrices产品定价Howdoyouthinkacompanyshouldsetthepriceforanewproductifitwantstobuildsalesquickly?SuggestedNotesprice/belowwhatitscompetitorschargegainasubstantialmarketshare考点再现Whatisimportantwhen....?Settingpricesfornewproducts●Productioncosts●Competitors'prices●DemandSuggestedNotesInsettingpricesfornewproducts,thefirstthingwemusttakeintoaccountiscosts.coverfixedcosts:insurance,rent,equipment,rawmaterials,laborSuggestedNotesDemandisalsoimportant.Demandisstrong:highprice.Andviceversa.★SuggestedNotesManagersmusttakeintoaccounttheuseofpriceandnonpricecompetition,supplyanddemand,andconsumerperceptionofprice.★SuggestedNotesPriceandNon-pricecompetition★SuggestedNotesThepricedecisionisinfluencedbytheextenttowhichfirmsdecidetousepriceasacompetitivetool.★SuggestedNotesFirmscompetingbasedonpricecompetitiongenerallysetpricesequaltoorlowerthancompetitor'sprices.★SuggestedNotes▼Disvantage:●Competitorscaneasilyreducetheirpricestocounterit.★SuggestedNotes★non-pricecompetition●quality(buyersgenerallybelievepriceiscloselyrelatedtoquality.)★SuggestedNotes●service→buildingbrandloyalty→Customersarelesslikelytoswitchtoanotherbrand.Vocabularyperception 观念brandloyalty 品牌忠诚度fixedcosts 固定成本variablecosts 可变成本AdvertisingAmazingCommercialsMakeyourselfheard.(Ericsson)理解就是沟通。(爱立信）AmazingCommercialsConnecting

People.(NOKIA)科技以人为本。（诺基亚）AmazingCommercialsCommunicationunlimited.(Motorola)沟通无极限。（摩托罗拉）

WarmingUpDoyouthinktelevisionadvertisingisthemosteffectiveformofadvertising?Why/whynot?SuggestedNoteswidely-usedasameanforentertainmentreachvastaudiencesallowcreativeuseofaction,colorandsoundSuggestedNotesaudience/changechannels/commercialsbegindoesn'tgetthetargetaudienceWarmingUpWillyouchooseanewspapertoadvertiseaproduct?(Why?/Whynot?)SuggestedNotesdon'talwaystargettheiraudiencepreciselythelifeofspan/shortreadersdiscardthemquickly考点再现Whatisimportantwhen....?Planninganadvertisingcampaign●Marketresearch●SelectingappropriatemediaSuggestedNotesMarketresearchshouldidentifythetargetmarkdetanddetermineitssize,geographicdistribution,anddemographiccharacteristicsandthenmatchtheadvertisementandtheavailablemediawiththetargetaudience.SuggestedNotes★broadcastmediainclude:●televison●radioSuggestedNotes★printmedia●newspapers●magazines●outdoordisplays(posters,bulletins)★internetSuggestedNotesMarketerscanlaunchanadvertisingcampaigntoattractalargenumberofconsumers.and,effectiveadvertisingcanenhanceconsumerperceptionofqualityintheproduct,thusencouragingcustomerstobuythisproductrepeatedly.PackingWarmingUpAreyouinfluencedbypackagingofproductswhenyouaredecidingtobuyaproduct?Whyor whynot?SuggestedNotesbeattractedbytheshape/graphicsofproductswithoutthinking aboutthequalitySuggestedNotesthemore..(beautiful).,themore..(money)thinkabout:content考点再现Whatisimportantwhen....?Decidingonpackageforproducts

●Image

●Productionprocess

●PackagingdesignSuggestedNotesChoosethecolor,textureanddesignthatprovidethebestimageoftheproduct.SuggestedNotesManymanufacturershaveupgradedthepackagingoftheirproductsinordertoconveyhigh-qualityimages.SuggestedNotes▼productionprocess●packagingmaterials●strongenoughto

resistany

damageSuggestedNotes▼transitprocess●protecttheproductagainstspoilageSuggestedNotes▼productimage●conveythehigh-qualityimage●attractconsumers'

attentionSuggestedNotes▼cost●therichnessofthepackagewillsignalthequalityoftheproduct.●suchapackagewillboostsalesinturn,therevenuewillcoverthecostofthepackaging.SuggestedNotesofferconsumersconvenieceBusinessmeetingandconferencesContentsstagingameetingplanningameetingorganizingameetingWarmingUpWhatdoyouthinkmakesaconferenceinteresting?SuggestedNotesup-to-datetechnologies(PPT)Speakers(confident,eloquent,agoodsenseofhumor)考题再现Whatisimportantwhen....?Organizingaconference●Conferencespeakers●FacilitiesatconferencecenterSuggestedNotes★agendacreatinganagendahelpsparticipantsknowwhattheyshouldbetalkingaboutandkeepstheconversationfocused.SuggestedNotesmakesurethecopiesoftheagendaareavailablebeforethemeetingSuggestedNotes★speakersthegoodspeakersknowwhathisaudiencewantandisabletodemomstrateinaclear,concise,accurateandhonestwaytograbtheirattention.qualificationexperienceSuggestedNotes★facilitiesatconferencecentertoensurethesuccessofthemeeting,somefacilitiesareneeded.OHPmicrophones

powerpointhotel

goodbedroomrestaurant

recreationalcenter

BusinessTravelBusinessTravelTransportforabusinesstripWarmingUpIfyoucouldchoose,whichformoftransportwouldyouliketotravelby?Whyorwhynot?SuggestedNotescomfortable/takeslesstime/safer/bemorepunctualcheaper/saferbegoodforhealthenvironmentallyfriendlyspeedy/efficientcostless考题再现Whatisimportantwhen....?Choosingtransportforabusinesstrip●Convenience●Cost-effectivenessSuggestedNotescomfort●comfortmeansbeingphysicallyrelaxedandcontended,freefromworriesandunhappiness.●stretchout,liebackandevengetsomesleepduringthetripSuggestedNotescost-effectiveness●advisablenottochooseatransportwhosecostisbeyondbudget●caninevitablyincreasethecosts●stopyoufrommeetingyourtargets●ruinyourbusinesstripSuggestedNotesconvenience●canhelptomakeyourtripeasy,efficientandfreefromfatigue.企业公关PublicRelations&CorporateHospitalityWarmingUpDoyouthinkcorporateculturewillchangeoralwaysremainthesame?SuggestedNotesshouldbeadaptive/pany/adaptitselftothechangingbusinessenvironment,outperformthecompetitors,achievesuccess.WarmingUpDoyouthinkyouenjoyeatinginrestaurants?Whyorwhynot?SuggestedNotesarestaurantatmospheregoodfoodexcellentservicefeelmorerelaxedWarmingUpWhattypeofrestaurantwouldyoutakeyourbusinessclientsto?Why?SuggestedNotesarestaurantinaquietplaceorinabusystreetarestaurantwithlocalflavorWarmingUpIsitnecessarytotakeyourbusinessclientstoanexpensiverestaurant?Whyorwhynot?SuggestedNotesTakinggueststoan

expensiverestaurantisawaytoshowmyhospitality.Highpricemeansexcellenceinservice.WarmingUpHowimportantisitforcompanystafftohavesomebasicknowledgeinentertainingbusinessclients?SuggestedNotesEntertainingclientsiskindofsocialart.Basicknowledgeandskillsinthisaspectwillhelptodealyourclientsinthemostappropriatemanner.SuggestedNotesEstablishagoodrelationshipwithyourclients.Ablunderinsocialsettingmayoffendyourguestsandintheendspoilyourbusiness.考题再现Whatisimportantwhen....?Planningcorporatehospitality●Guestlist●TypeofeventSuggestedNotesthebackgroundinformationofguestmale/femaleWheredotheycomefrom?SuggestedNotesVenue●decideonthemostsuitablevenuefortheeventtotakeplace●findoutinthefirstcontact:artloverssportsfansgourmetsSuggestedNotestypesofactivities:musuemgallerymatchesrestaurantstheatersSuggestedNotescost●withinbudgetSuggestedNotesclearobjectivesforthemeeting●workoutalistofspecificbusinessobjectivestoachieveSuggestedNotesthetimingforbringingupthesubjectofbusiness●inappropriatementioningofthematterofbusinessmayembarrassourclientsatasocialsettinganddiscouragetheirinterestinbusinessyouintendtodoandevenruinafinebusinessopportunity.考题再现Whatisimportantwhen....?Meetingforeignclientsforthefirsttime●Foreignlanguageskills●KnowledgeofculturaldifferencesSuggestedNotesentertainforeignguests●activities●culturaldifferencesSuggestedNotesfirst:achancetoseethevideoprofileofourcompany;showthemaround;SuggestedNotesactivities:well-culturedbackgroundlocalspecialities

(nottoolong)bestrestaurant(nottoonoisyandbusyplace)hotelaroomthathasmoreprivacy(goodview,enjoygoodlocalfood)人力资源管理

HumanResourceManagement必考考点分布Recruiting&Selecting 人员招聘EmployeeTraining 员工培训CareerDevelopmemt 职业发展Promotion 晋升StaffTurnover 员工流失考题再现A:What'simportantwhen...preparingforajobinterviewstudythejobadvertisementfindoutallyoucanaboutthecompanydressWhat’syourdream?What’syourweakness/merit?Howdoyouspendyoursparetime?Howdoyourfriendsdescribeyou?Whydoyouchooseyourmajor?Whydoyouchooseourcompany?Whoisyouridol?Doyoulikesports?Doyouhaveanyquestions?考题再现A:What'simportantwhen...attendinganinterviewappearancemakethebestfirstimpressionpreparationEmployeeTraining 员工培训

Isitimportantforyoutobeofferedopportunitiesfortraininginajob?Whyorwhynot?SuggestedNotesimportant/handle(dealwith)moredemandingassignmentsmaintaineffectiveandsatisfactoryperformancetheobligationofmodernorgnisationEmployeeTrainingHowtomakeatrainingcoursesuccessful?SuggestedNotesgoodpreparationensuresmoreeffectivetrainingtrainingcontent/materialse.g.learners'backgroundinterestspriorknowledgehandoutsetc.EmployeeTrainingWhodoyouthinkshouldcontributetowardsthecostofemployees'training,theemployeesortheemployers?Why?SuggestedNotesbothmutualbenefitscompetitiveCareerDevelopmemt 职业发展Doyouthinkpeopleshouldtakecareercounselingwhenplanningtheircareers?Whyandwhynot?SuggestedNotesindividual'scurrentjobactivitiesandperformancepersonalandcareerinterestsandgoal,skillssuitablecareerdevelopmentobjectivesCareerDevelopmemt 职业发展What'simportantwhen...ChoosinganewcareerchanceLocationStartingsalarySuggestedNotesrelocation:movingtoastrangecitysalaryfluctuateswithyourjobperformancepromotionprovidesanincreaseinpayandstatusandbringsyouasenseofcareerachievementwhetherthenewjobfitsyouornot课外拓展Careerplanning/important?YES.Asuccesssfulcareerplanningcanleadpeopletoasatisfyingandrewardinglifestyle.StaffTurnover 员工流失Whatdoyouthinkcanencourageemployeestostickaround?SuggestedNotesopportunitiesforgrowthinthecompany,agoodworkingrelationship,careerplansforemployees,providingorpayingfortraining,asenseofempowerment,opencommunicationandevenpraiseingemloyeescanhelpretainemployees.StaffTurnover 员工流失Whatdoyouthinkofstaffturnover?SuggestedNotesReasonableamountofstaffturnovercanbeagoodthingbecauseof"thesurvivalofthefittest".Someturnoverishealthyandessentialtoorganisationwell-being.Withnewhires,theyinfusethecompanywithfreshblood,thatisnewideasandstyleofmanagement,newvisions,etc.StaffTurnover 员工流失Arefinancialincentivesthemostimportantthingtoretainemployees?Whyorwhynot?SuggestedNotesFinacialincentivessuchas"increasingsalary","givingbonus"etc.arebutsmallchangesandthereislittlepayoff.Theywanttokeepanemployeeinacompanyforacoupleofmonths,buttheywillnotholdanemployeelong,andlittle