bec高级口语

BEC高级口语分册答案
口语册，PRESENTATION部分
1A Customer Relations: how to maintain customer interest in a company’s products
A lot needs to be done to maintain customer interst in a company’s products.
a)First, brand image. Companies need to make every effort to improve the corporate
reputation and brand image, for the simple reason that customers trust big brands.
b)Second, product. We need to obtain suggestions from staff and customers, which can
help us to adjust the products to suit the changing needs of customers.
c)Third, price and promotion. We should evaluate our pricing polity from time to time to
make sure it remains competitive. And attractive promotions have to be designed to
attracted customers’ attention.
These methods should be helpful to maintain customer interst and maintain company competitiveness.
1B。

A career plan is important in the course of career development, which is a list of career objective, short term goals and ultimate goal. Firstly, a goal is a motivator, with an achievable goal in mind, we are likely to work harder to achieve it. Second, when we achieve a short term goal, we have great self-satisfaction and have confidence to go on to achieve the next goal. As a result, we may achieve high level of success more quickly. Third, when we have a plan, we are more likely to focus on it, without wondering where we should go next, which is a waste time and energy. For example, my plan is to be a sales manager in ten years, so I work definitely work my up as assistant-representative-supervisor-man ager, and I wouldn’t try all kinds of jobs to find what I am really interested in. Finally, when we have a plan, we know the requirement to achieve this plan. For example, if you want to be a CEO, you know you need to have a wide range of skills like management skills and leadership and so on. Therefore, we are likely to prepare ourselves to achieve these skills sooner. When you have a wide range of skills you are more likely to have a promotion or work your way up the corporate ladder.
1C。

产品多元化是生意成功的重要因素。

首先，diversified products attract more customers. As each product can only meet the needs of one particular group of customers, have a range of products means we have more groups of customers. Second, diversification meets the expectation for a customer to choose. Customers prefer to have more than one choices of products so that they will be able to compare and choose. Third, customers usually associate diversification with the size of a firm, the larger range of products they provide, the stronger this firm is. Therefore, diversification is key to the success of business.
2A。

Firms that create a safe working environment prevent injuries and improve the morale of their employees. For an employee, nothing is more important than health and safety. An employee won’t concentrate on the job if he works in an unsafe environment. For an business owner, accidents are injuries are just disasters. The government might impose a big fine to the firm and
even put the firm out of business for violating safety regulations. The firm also might have to pay a sum of compensation to the injure d. What’s more, once the accident hit the press, customers might feel this firm is irresponsible and associate the injuries with low quality products. Therefore, firms should closely monitor the production process, for example, check machinery and equipment for proper working conditions, require safety glasses or other equipment that can prevent injury. What’s more, we should emphasize the importance of health and safety procedures in trainings.
2B 首先，保持个人接触可以使我们得到顾客的反馈，比如他对我们产品最喜欢与不喜欢的地方是什么，通过倾听顾客的要求，我们可以知道他们的需要和期望，完善我们的产品和服务。

第二点，与顾客亲密接触会使他们觉得自己很受到重视，他们觉得自己和公司的员工有一种友谊，而这种友谊就会转化为反复购买。

First，keeping personal contacts with them ensures that we get feedback from the customers about the product, say, what they like most about it and what they dislike about it. We will then be able to improve the product or adjust the services to better meet their needs. Second, when we maintain personal contacts with them, they feel very much valued and develop a friendship with us, it is this kind of friendship that translates into sales. What’ more, they won’t easily switch to our competitors.
2C。

平衡公司增长与生产。

First we need to work out an optimal balance rate between company growth and production capacity, that is, a rate between the need of infrastructure and personnel with production growth. For example, when we need 200 people to make 20000 tons of steel, and 300 people to make 2400 tons of steel, based on this we can work out an average rate, that is, if we want to produce 3000 tons we might need 350 at most. Secondly, forecast sales. With an accurate forecast we can plan for production very well, say, if we need more production lines, or if we need to recruit more workers. But the truth is that we can’t always make an accurate forecast. One way to deal with over-forecast or under-forecast might be to outsource manufacturing.
3A。

首先，一个安全健康的工作环境是必要的。

第二点，有竞争力的薪水和奖励机制，当一个员工知道自己比竞争对手的同等职位的员工收入高的时候，他会觉得很自豪，也会更加努力工作来保住自己的位置。

第三点，提供职业发展机会。

Aspiring to achieve a position above the present position is natural. If an employee knows his current position is leading to a higher position, he would be motivated to reach that position more quickly by working harder.
3B. 扩张之前必须要进行市场研究。

Mostly importantly, we must research on the market potential and market share we can grab. Is there a consumer demand? How long will this demand remain? As we all know it takes large investments to launch a new product, we must ensure this new product has a steady customer demand so that we can recover the investment and the investment will yield returns. Second, since this is a new product, we have to assess customer satisfaction and purchase behaviors, pricing and promotion activities etc. All of these are necessary steps to follow before launching a new product. What’s more, we even have to research on the local policy and world politics.
3C。

Firstly, we must find out the areas new technology will have impact on. It may have negative impact on the work efficiency, because it takes some time for our staff to get used to it. In
the duration of the learning and adjusting process, their efficiency might slow down, and they may make some mistakes. Second, new technology might make some staff feel stressed out because they have a hard time learning how to use the new technology. Some of them will feel embarrassed that they can’t learn as quickly as others. In order to deal with these problems, we have to provide them with detailed trainings and ensure the trainings are effective. Second, we must give them enough time to adapt. WE may set up a transition period, during this period, the old technology might co-exist with the new technology, which helps the staff to deal with their work as usual, and also learn how to use the new technology.
4A. It is important a person to have a range of skills in the course of his career development. When he has a range of skills, he is obviously more competitive than those who don't and therefore has more chances of promotion. And it will be easier for him to find a job outside his company if he is not satisfied with his present job. In addition, a person with a range of skills is more likely to work his way up to the top of the corporate ladder.
4B. 客户服务的重要性。

Firstly, we live in an increasingly service-oriented economy. We have to serve our customers well in order to retain their repeat business. When each customer feels as if he is being treated preferentially, he turns into a loyal customer. Secondly, when a customer feels happy about our services, he is likely to recommend our brand to others, on the other hand, if he feels unhappy, he is likely to tell 24 people, you know, this is the so-called 1-to-24 theory.
4C. 如何进行有效的财务控制
首先要有能干而可靠的财务人员，清晰界定他们的权限和责任.it lays a foundation of financial. Incompetent and dishonest people makes any financial control system ineffective. Secondly, implement proper procedures for initiating and approving transactions, every transaction should be properly authorized. Thirdly, maintain adequate documents and records like invoices and authorization paper. Therefore we can trace each transaction to the source document. 5A. 如何确保开会成功。

Firstly, set up a clear and achievable objective for this meeting, and make everyone knows this objective in advance to make their own preparations about data and questions, etc. Second, make preparations before the meeting starts, for example, easy travel access, adequate meeting facilities and support, etc. Third, the agenda has to be prepared in due time, must cover all standard topics and potential issues arising. Fourth, the timing is important. Each subject is allocated an estimated discussion time. If it is exceeded you will draw the President attention to avoid wasting time of the whole group. Above all, a good President of meeting is the key to success.
5B。

Firstly, packaging appropriately protects the products from going bad or being damaged, and makes it safe to transport. Good packages makes it easier for customers to use the products. Secondly, increased competition and clutter on retail store shelves means that packages must perform sales tasks, from attracting attention to describing the product, to making the sale. Attractive packaging is a five-second commercial. It offers us the last chance to influence the customers. Finally, many purchasing decisions are made on impulse and packaging plays the most important role at this moment.
5C. 首先，It’s the staff who have the first hand information. 销售代表最了解客户的购买能力，市场代表了解顾客需求的变化以及竞争对手的动向，而这些信息都会影响到销售。

Only
if they are actively involved, they can have the most updated frontline information, which is the foundation of business plan. 其次，it is the staff who implement the objectives. 当他们参与进来时候，they will raise all kinds of questions and difficulties when implementing the objective. We must take as many factors as possible into consideration in order to set up an achievable objective. Finally, staff involvement makes them feel valued and motivate them to achieve better performance.
6A。

Firstly, we must research on the market potential. How long will the customers continue to need this product? Will it be quickly replaced by some other products? Second, we should research on the market share. How much competition is there in the market? What about their investment scale? Third, we need to assess the customer satisfaction and purchase behaviors, which is the foundation of product design and packaging style. Of course, we also need to conduct studies of pricing, distribution and promotion activities. Therefore, before launching a new product it’s necessary to research on the prospects of returns on investments. (回报前景，投资回报)
6B。

For a firm foreign investment brings capitals, which is the engine of growth because we may invest more in equipment and personnel. Second, foreign capitals may bring new technology. China is a good example. China is transformed from a primary producing and exporting country into a thriving modern economy, large thanks for foreign investment. Third, foreign capitals brings new markets. The investors might help us to introduce the products to the foreign market. Finally, foreign capitals may bring new skills and new mindsets.
6C。

有效监管内部员工培训制度。

首先要有一个员工满意度调查制度，我们要询问员工对于培训的意见，他们是否觉得自己获得了有效的培训？他们对培训的内容和日程安排等等是否满意？第二点，对于每一次培训，我们都要保持记录，including the objective, format of training, timeframe and number of participants，以及在培训之后进行的考试结果或者技能评估。

通过分析这些记录，我们可以确定培训制度是否有效，并且minimize duplication. 第三，set a budget for internal staff trainings. Make sure the cost is under budget and ensure cost-effectiveness.
7A。

An efficient public transport system is important for a business. Firstly, it better meets the needs of everybody, employees, clients and customers. Traffic jams are the most annoying things. More importantly, an efficient form of transport system can result in lower costs and higher profits for the firm. It means we can better control the timing, cost and availability of they way of transporting raw materials and products. It allows the company to choose an optimal method of transportation, by truck, rail or air, or water.
7B.The most effective way to sell products in international markets is to set up offices or joint-ventures in target markets. Local offices give us access to local markets. But the disadvantage of this way is that it’s very expensive. A less expensive way is to work with a local agent, or a distributor. An experienced agent might help to sell lots of our products. Another way is of course selling on internet. We can sell products to any one in any part of the world, as long as he has internet access.
7C.如何进行有效的招聘活动。

First, produce an accurate job description, that is, a list of job responsibility and our requirements. A clear description will help a candidate to judge if he is a good match to the job. Second, decide on the best recruitment method to capture a qualified candidate. This might be either an internal advertisement or an external advertisement in a
newspaper, or internet, or even a headhunter. Third, we’ll select a list of candidates to go through the company’s recruitment processes. This m ight be interviews, group discussion or even a writing test. Finally, we will have to negotiate terms with the candidates about salary and job duty and so on.
8A. There are many different types of companies, some are sales-oriented like trading companies, some are service-oriented companies like technical support companies, some are manufacturing-oriented companies like a shoe company. Different companies provide different career opportunities. When assessing these opportunities, we should decide which type of companies suits us best? Which type of company is the best match with our interest and skills? For example, if you prefer stable, secure jobs you shouldn’t consider joining a sales-oriented companies, because being a sales means lots of pressure. Instead, we may consider to join a service-oriented company. Secondly, when we assess the career opportunities we may look at the career path of the existing staff because we are very likely to follow the same path. Thirdly, there are some common principles, for example, big companies offer long term development opportunities but it takes a long time to get a promotion, while small companies offer more chances for us to make decisions therefore we may work our way higher up the corporate ladder. According to these rules, if you would like to shoulder more responsibilities you should consider joining a small company.
8B. … Firstly, taking care of the environment is part of our social responsibility therefore we need to use environmentally friendly means of transport as much as we can. Secondly, Environmentally friendly means of transport are usually less expensive, you know, subway and buses are much less expensive than taxi and private cars. So this is a good way to reduce costs. Thirdly, using environmentally friendly means of transport will leave a good impression on our business partners and customers and make them feel better about us. They are likely to associate our sense of responsibility with quality products and reliable services.
8C. ……Theref ore we have to ensure that stock control systems are fun effectively.) Firstly, we must forecast sales, therefore we may choose the optimal purchase time and decide on the amount of purchase. Therefore, we won’t have the problem of too much raw materials s tock or too little stock. Too much stock ties up working capital and warehouse space Too little stock reduces customer service level and loses sales. Second, introduce ERP system. ERP has proved to be an effective way to help to optimize purchasing time and amount, because it usually has the function of Market Analysis, Sales Forecast, Supplier Information and Contrast and so on. Finally, we must have a updated list of suppliers who provide quality products and punctual delivery. Therefore, we may be able to contact them for any supply whenever we need. (补充：Stock Control system enables you to track stock levels; make orders; issue stock.)
9A. When a staff is dealing with the public, he is the spokesman for the company. What he says represents the opinion of the firm. So we must supervise the staff about what to say, what not say and how to say it. This is particularly important when the journalists may intentionally mislead our staff to dig up some secrets, which we might not want the public to know. Second, news and information is traveling faster than ever, what this staff says this minute might be published on the internet next minute. If the staff says something wrong it will cause serious consequences. Third, the staff is seen as the representative of this firm. If he is well dressed, well mannered and have great public speaking skills, the public will feel very good about him, and feel good about our company as well because we have such high quality staff. Therefore we need to provide the staff
with adequate training, which might include dressing appropriately, body language, public speaking skills and main stories to communicate with the public and so on.
9B. In order to help new members of staff to settle into their jobs as quickly as possible, orientation is the first step, which covers the introduction of company history and culture, products and services, regulations and incentive schemes and so on. Second, we should encourage the new staff to ask for help whenever he needs. We must create an atmosphere that they are more than welcome to ask any questions, and we appreciate their courage to ask. Third, we may organize some after-work activities like a party or a sports night for the new members to quickly get acquainted with the old staff. When a new member is familiar with other people in workplace, he will be more comfortable to ask for advice, or share his views with others, which helps him to learn more about the job.
9C. Cultural awareness is crucial when working in international environment. The least thing we want to do is to offend our customers by doing something inappropriate. For example, it is very offensive to offer a muslim pork and offer an Indian beef. In such cases, even if you offer an apology the customers might sti ll feel very unhappy, because they don’t feel valued. On the other hand, if we are aware of the differences in their cultures we might feel more comfortable when dealing with the customers. For example, we won’t feel surprised or awkward to give a hug or even a small kiss on the cheek when we receive a client from America. Therefore, being aware of cultural differences helps to establish mutual understanding and enhances customer relations.
10A. It’s important to offer a cumulative program of staff training. 累积的，渐渐增加的。

It ensures that staff are able to receive the most needed training at the time when they need it. For example, a new member of staff needs an orientation most, but a senior staff prefer to have a high level training about strategic planning or the most updated information on international market. Second, a cumulative program keeps reminding our staff of the importance of our expectations for them, like improving their communication skills and so on.
10B. When the staff attend exhibitions, they are seen as the representative of our company. If we want the staff to represent our corporate image very well, we should select those staff who are not just good at our product knowledge but also have great public speaking skills. Second, potential customers may come to the exhibition and inquire about our product or service, therefore we must make sure that the staff we select are able to perform sales tasks, from describing the product, identifying the customers’ needs to making an orde r!
10C. 这个题目不重要。

Long-term staffing plans are the top secret of business operation. If the plan is released it will cause serious concerns. For example, if we plan to outsource the manufacturing in ten years, those staff who are working in the Production Department might feel very worried about their job security. Very possibly, they might consider switching to another company which may provide them with a long term development.IN order to ensure appropriate levels of confidentiality over the long-term staffing plans, we should involve the least number of staff when we set up the plan, that means, only involve those who are decision makers. Secondly,
we should emphasize the importance of the confidentiality to those staff who must know the long-term plans, and we should warn them of the punishments if they release the plans to others.
11A. Everyone must be able to cope with stress in a job, simply because every job has stress. If we can’t cope with stress, we may feel worried about the unfinished task, or feel frustrated when we are turned down by a customer. As a result, this feeling impairs our health and slows our efficiency. Second, when we are stressed out, it is hard to maintain good relations with co-workers and more importantly, our customers. W hat’s more, when we are stressed out, we are likely to make mistakes. So we must learn to deal with pressure in a job.
11B. Nothing is more important than health and safety for an employee, therefore a safe working environment is the most important consideration when someone is choosing a job. If the workplace is unhealthy or unsafe, employees wouldn’t concentrate on their job at all. What’s more, a comfortable work environment makes an employee feel valued and he would be motivated to work harder. Therefore, firms should closely monitor the production process, for example, check machinery and equipment for proper working conditions, require safety glasses or other equipment that can prevent injury. What’s more, we should emphasize the importance of health and safety procedures in trainings.
11C. In order to maintain a balance between quality control and speed of production, firstly we must accurately calculate the time, instruments and personnel we need to finish the quality control procedures for each piece of product. Secondly, we need to forecast the speed of production, and make preparations about instruments and personnel based on the calculation. What’s more, if we can simply the quality control procedures but maintain its effectiveness we can better meet the needs of faster speed of production.
12A. (同3C)
PRESENTATION部分（历史真题）
TASK CARD 1
A: Customer Relations: the importance of making customers feel valued.
(1)I choose A: Customer Relations: the importance of making customers feel valued.
-----Making customers feel valued brings lots of benefits to business.
(2)First, when customers feel valued, they feel happy, so they tend to keep purchasing the
product. ----Second, when they feel valued, they’ll be willing to recommend the brand to their friends. ----Third, only when customers are pleased with us, they are likely to give us feedback about our product. It’s this first-hand information that enables us to improve our products.
(3)Therefore, companies do need to make every effort to increase customer satisfaction. It’ll
help the company to maintain competiveness.
B：Company Growth: the importance to a company of controlling expansion.
(1)In the course of company development it’s essential to control expansion.
(2)First, with expansion comes investment, which means we have to invest in office,
equipment and personnel. Expanding too fast ties up the working capital, which is very dangerous for a company. ----Second, talent gap is a problem. When the company is expanding too fast, we may have a very hard time building a management team to keep pace with the growth. ----Third, with expansion comes lots of management problems, for example, how to communicate effectively between headquarter and branch offices. If we expand too fast, we might not have enough time to stop to fix the errors that have come up and adjust our management to suit the growth.
(3)So, companies need to expand steadily, but not too fast.
C. 市场营销，让代理有效代表公司，比如广告公司有效代表可口可乐的意图。

Firstly, try to establish a long term partnership with one or several agents. On the whole, if the agent has been working with the company for a long time, usually the agent can represent the company much better than a new agent. --Second, provide the agents with effective training. When the company has had some changes, communicate with the agents at the earliest possible time to make them keep pace with you.
TASK CARD 2
A. Planning work time effectively is the first rule of time management. The ever faster pace of work needs us to do the work efficiently. Planning work time effectively helps us do things more quickly. Second, planning helps us to set priorities to tasks. It is quite common that we have more than one tasks in hands, so we must set priority to each of them and do the most important thing first. What’s more, when we have a good plan, we feel more comfortable because we know what to do next and we are prepared for that. There is a high level of stress in many jobs now, so we must plan the work time effectively. Otherwise, we will just be stressed out.
B. Inter-departmental co-operation is crucial in project development. The key to good co-operation is the department heads. If they have a common objective and agree with each other, they will coordinate the staff in different departments to work together. Second, communication is golden rule. We must create an atmosphere that we value the culture of communicating honestly and openly. Second, we must schedule meetings for the staff from different departments to get together and discuss the project. Therefore, they can exchange their ideas and share views to reach mutual understanding. This mutual understanding is the foundation of teamwork. In addition, we should set a common objective for all the departments related to the project and emphasize the importance of cooperation.
C. 采购When we evaluate new products, we may first surf the net, or go to the market to check out what new products are hot.--------- Then, we should try to obtain reviews from those who have bought the product. User reviews are more objective than commercials and the promises of the suppliers. ----Third, we may contact some users to get more first-hand information about how they feel about the products, strengths and weaknesses. Finally, of course we need to consider the reputation of suppliers, the potential to establish long term partnership with the supplier, quality and price comparison and so on.
TASK CARD 3
A. MOTIV ATE员工的重要性。

Motivating staff is the most important part of personnel management. When the employees are motivated they will improve their performances, and firms may be able to achieve a higher production level or more sales. Second, when an employee feels motivated, he is more likely to be an agreeable person. (令人喜欢) Needless to say, both customers and other employees prefer to work with an agreeable person instead of an unhappy person. Finally, when one staff is motivated, he is very likely to motivate others. His quick pace of work, his nice attitude are good examples for new comers. To sum it up, motivation is the key to personnel management.
B. Whether to purchase or rent company premises is an important part in strategic planning. Generally speaking, the decision of buy or rent depends on many factors. The first consideration is of course our ability to pay. For the long run, it costs less to purchase premises than to rent premises. The second factor is or course the likelihood of our firm remaining at the same premises. Do we have an optimistic prospect growth? If we grow too fast, will the premises accommodate the expansion? Third, if the real estate price will rise or drop or remain steady is a question we must ask. In addition, future trend of business, future layout of the city are also important factors.
C. In order to set price levels appropriately, we must first compare with the competition. Find out what products and services similar to yours cost in your area. Therefore we must have a detailed analysis of the pricing policy of our business rivals. Second, since price is usually figured by formula, that is, cost plus profit. Therefore, we must do our best to keep a record of the costs that have occurred or will occur, like investment on research, raw materials, labor, sales and marketing expenses, overhead and so on. This record is the foundation of setting prices. Of course we need to do a scientific calculation, say, how many years we want to recover the investment, and then determine the unit cost. Third, we must find out what the customers can or expect to pay for the product, you know, charge what the market will bear. The prices you calculate using formulas or adding up costs plus profit margin are your ideal prices. We have to balance our ideal with what the market will pay.
Task card 4
A. We are living in an increasingly international environment. It’s important to offer foreign language training for selected staff simply because the foreign language is a useful tool for them to do a better job. Some of them might be dealing with foreign clients and speaking the language is a necessity for them, or they can’t do their job. Some of them might be working with foreign expatriates or work closely with the local staff in other countries, they have to speak the language to communicate with them. And some other staff might have to read lots of information in English, as we all know, lots of the most updated information in business is published in English. Therefore, if we need a staff to work in international environment, we need to provide foreign language training.
B. One of the most important things in advertising is to select a suitable agency. We must select an agency that is compatible with our marketing goals and budget. The first step is actually to define our advertising needs. Based on our own needs and budget we select some suitable agency candidates. Then, we need to narrow our choice. There are many factors to be considered. We must look into the reputation, the cases, the pricing and other kinds of important information of。