完整word版,BEC高级口语真题答案

A.客户关系：让客户感到受到重视的重要性

B.公司发展：控制公司扩张的重要性

C.营销：如何确保公司的代理商始终保持高效率

PART 2

A. Customer relations: the importance of making customers feel valued.

In my opinion, maintaining good customer relations is of vital importance to a business. If not, you may have no way to sell your products or services to customers. Then, there is no chance for you to make money. In order to establish good relations with your customers, you should make customers feel valued. There are a number of ways to make them feel valued. Firstly, you should have a friendly attitude toward them and show respect for them. From time to time, ask them for their opinions and suggestions for improvement of your products or services. Secondly, provide them with good after-sale service. When they run into some problems or difficulties, offer them with help as soon as possible. When something has gone wrong with your products they have purchased, send your technicians as soon as possible.

B. Company growth: the importance to a company of controlling expansion

As we know, every company nowadays seeks for growth and development in order to survive in the highly competitive world. But we have to remember that expansion should be made in a controlled manner, because, if not, serious problems will be brought about, or even worse, a great threat will be caused to the survival of the company. For instance, a department store in our city used to be very prosperous before it sought for expansion. A few years ago, it began establishing branch stores in other cities throughout the province. Within a period of two years, scores of branches had been sep up in and outside the province. At first, business was okay and everything went well. Then, some problems began to occur due to lack of funds and skilled managerial staff. A couple of years later, the department store simply went bankrupt. This is a lesson for us to learn.

C. Marketing: how to ensure that agents maintain a high level of effectiveness when representing a company.

As we all know, signing an agency agreement with a firm is a customary practice in marketing. In order to ensure they maintains a high level of effectiveness, I think, firstly make an attractive encouragement program, that is, to set up clear target for the agent. If the agent reaches the set target, a decent reared will be offered. If he fails to do so, he will not get the commission. Second, check and supervise the process or progress of the marketing campaign launched by your agent. If something has gone wrong, immediately correct it. If your agent runs into difficulties, you should offer a hand without any delay. In other words, let your agent know that he is trusted and he is not working alone.

PART 3

A.Our company is planning to introduce a suggestion scheme so as to encourage staff members at all levels to

contribute ideas and suggestions. Do you have any ideas as to the ways of setting up such a scheme so that all staff can make contributions?

B. I have heard of that. I think this is quite good for the future development of our company. As for ways of setting

up such a scheme, the first step come to my mind is to get a group of people together to organize a committee.

The major task for them is to draw up some staff members.

A. That’s sounds good. But who do you think should be chosen as the member of the committee? The head of each

department, or some professional people from outside?

B.Some department leaders can be included, but not every one of them. We may select a couple of senior

consultants of our company to be put on the committee. And ordinary staff members should also be represented in the committee, so that voices from shop floors can heard.

A. Yeah. I think each department may prepare a box for collecting ideas and the box should be put at a place where

all staff can have an easy access. A special column can be created on the company’s website for idea collection since internet is almost available for all staff members.

B. As for the evaluation of suggestions, of course it is the committee that will have the final say. The committee is

supposed to draw up specific standards for the sake of evaluating, quantitative and financial standards, for instance.

A. You are right. And specific rewards should be also be announced to all members of staff so as to encourage them

to offer valuable suggestions….