BEC中级口语精选.docx
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BEC中级口语精选.docx
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BEC中级口语精选
BEC中级口语精选材料
1.Competition
1Whatisimportantwhendealingwithcompetition?
Pricingpolicies
Advertisingstrategies
2Whatisimportantwhensettingpricesfornewproducts
Productioncosts
Competitors’pricing;
Keypoints:
Pricing:
Advertising,Productioncosts,Competitor’sprice;Marketing;Awiderangeofservicesandproducts
Pricing:
a.(Foraconsumer):
allconsumerswouldliketogoforhigherqualityandexpensiveproduct,itisacommonsense.
b.(Foramanager):
correctpricingpoliciescancapturealargenumberofconsumerinashortperiodoftime.
c.(Foranewlybuiltcompany):
pricingpoliciesareparticularlyimportantfornewlybuiltbusinessesattheearlystageistodrawthepublicattentionandmaketheircompanyandbrandknowntothepublic.Whenanewproductisputintomarket,theremustbealotofpeopleknowingaboutit.
Competitor’sprice
a.Onceanewproductisputintomarket,itwillimmediatelyfacethecompetitionfromrivals.Thepricewarsometimescanbeincrediblyfierceandcrude.
b.Competitors’pricewillmirrortheconsumer’sattitudeaboutcertainproductsandthesatisfactionabouttheirprices.
c.Ifyoufixedthepricehigherthanyourrivalswithouthigherqualityofservice,youmightsoonfindyourselfinanunfavorablesituation.
d.Correctpricingcouldalsodefeatsomecompetitorsinashortperiodoftime.Forexample:
Safeway,Tescopricewaragainstallsmallbreadmanufactures.Inthiscase,SafewayandTescofixedtheirpricefor7pperloaf,whichis23pcheaperthantheircompetitors’offer.Asaresultofthis,in35daystime,mostoftheircompetitorswentintoliquidation.
Advertisingstrategies
a.Thefundamentaltaskforacompanyistomakeitsproductsanditselfknowntothepublic.Therearemanywaystoachievethis,advertisingisthemostimportantone.
b.Advertisingthroughdifferentmediacancovernearlyeverycornerintheworld.Themajorchannelsare:
TV-Radio-Internet-Newspaper-BillBoard-Poster-Magazine
a.Theadvantageofadvertisingisnotonlyaboutpropagandizingyourcompanybutalsocompetingagainst/withyourrivals.Acompany,throughproperadvertisements,canmanageintroducetheadvantagesoftheirproductswouldbetherightchoice.Forinstance,carmanufaturescanputintheirnewdesignstotheads,e.g.ABS,doubleairbagstoconvincetheprospectivecustomersthattheircarsaresaferthanothers.
2.Motivatingstaff
1.Whatisimportantwhenmotivatingstaff?
Financialbenefits
Careerdevelopmentopportunities
2.Whatisimportantwhenintroducingrewardsystemforstaff?
Purposeoftherewardsystem
Typesofrewardoffered
3.Whatisimportantwhenaimingtorewardstaffturnover
Financialincentives
Careerstructure
Keypoints:
Financialbenefits;Careerdevelopment/structure;reducestaffturnover
Financialbenefit
a.Managers,companyownersandsupervisorshavealwaysbeenfrustratedandbewilderedbyemployeeswithlittleornomotivation.
b.Staffalwayswantrewardfortheircontributiontothecompanyandwhattheyareworth.Suchfactorsarejustlikemarketforces.Thefundamentalreasonoflookingforajobistogetpay.Staffdothejobwhattheyarepaidfor.However,quiteoften,thestaffworkovertimeundertheirmanagers’demand.Ifthecompanyfailstogiveproperfinancialbenefitsstaffmightsubsequentlyfeelnotbeingfairlytreated,andthereforefrustratetheirenthusiasmfortheirwork.
c.Staffwantsomesortofrecognitionforthejobtheydo.Correctfinancialbenefitsplanwillarosetheirenthusiasm;otherwisetheywouldfeelbeingignored.
d.Thejobthatthestaffaredoingisnotalwaysinteresting,ortheworkingenvironmentmaynotbepleasant,ortheircolleaguesmightnotbeveryhelpfulandcooperative.Inthiskindofsituation,thestaffwouldbecomestressfulanduninterestedintheirjob.Correctfinancialbenefitscannormallydistractstafffromtheirdissatisfactionwith…
Careerdevelopment/structure
a.Job-huntingisalwaysatwo-wayprocess.Ononehand,theemployeeslookfortheiridealjobs,ontheotherhandtheemployer,atthesametime,lookforcompetitivepeople.Anemployerhasanumberofmethodstoattractthebestpeopleintoitsbusiness.Suchashighpay,travellingopportunities,companycarsandtraining/careerdevelopmentopportunities.
b.Goodeducationalbackgroundisnottheonlyelementthattheemployerswilltakeintoaccountwhentheylookforsomeoneinthejobmarket.Postgraduatequalificationsandprofessionaltrainingareequallyorevenmoreimportantthanthehighereducationdegrees.WhentheHRmanagersonlyhave30secondstogothrougheachapplicant’sCV,thesectorthatwillcatchtheireyesarenormallyyourqualificationandprofessionaltrainingexperiences,whichshowwhetheryousuittheirvacantpositions.
a.Nowadays,veryfewpeoplewouldliketogoforthatkindofjob-for-lifeposts.Theyallwishtohavetheirjobsbetterandbetter,Ifanemployeeisabletogettheopportunitiestoobtainsomesortofprofessionaltrainingduringthecourseofemployment,thisexperiencewilldefinitelyenhancehisvalueintheemploymentmarketandthereforebenefitshisfuturejob-hunting.
b.Sointhetwo-wayjob-seekingprocess,whiletheemployerischoosingitsfavoritepeople,thewisefutureemployeewillconsiderthetrainingandcareerdevelopmentopportunitieswithhis/herfutureemployerandtrytomakehimself/herselfmorecompetitiveintheemploymentmarket.
3.Businesspremises;
1.Whatisimportantwhenrelocationabusiness?
Localworkforceavailable
Locationofsite
2.Whatisimportantwhenchoosingretailpremisestorent
Location
Lengthofcontract
Keypoints:
locationofthepremises;localworkforce;rentapremises
Localworkforce
a.Mighttechnologysupportandskillfulworkforcearethetwocrucialelementsleadingamodernenterprisetosuccess.Sowhenlocatingabusiness,themanagementpeopleinthebusinessgotoconsiderlocalworkforce.
b.Skillfulworkersarejustlikethehandsofabusiness,theyarethedirectcreatorsofcompany’sprofits.
c.Thediversityoftheworkforce’sskillswilldiversifythequalityoftheproducts.
d.Skillfulworkforceisparticularlyimportanttohi-techorientedcompanies.Thehi-techproductsrequirethecompanytomaintainastrongresearchanddevelopmentteam,whicharenormallythemorevaluableassetsofthecompany.
e.Whenlocatingabusiness,themanagersneedtoconsiderwhetherthelocalworkforceiscapableofproducingsuchastrongR&Dteam.
Moreover,cheaplocalforcewillcertainlyreducetheproductioncosts.(ConsiderwhymanyforeigncompanieschooseChinaastheirmanufacturingbase)
Locationofthebusinesssite
a.Whetheritisconvenientandeasyforrawmaterialsupplyandtransportingouttheproducts.
b.Whetheritiseasytogetaccesstotheelectricity,water,gas,andothersupportingenergysupplies.
c.Whetheritisconvenientformostofstafftogotowork.
d.Thepropertypricethere
e.Environmentalissues
f.Planningpermission
g.Taxliabilities
Thelengthofthecontract
a.Longercontractwouldcovermoredetails.Thecontractshouldcovercertainmatterwhicharelikelytoincur,suchasassignment,servicecharges,andrentreviewclause.
4.Marketing
1Whatisimportantwhenaimingtoreachnewmarket?
Marketresearch
Advertising
2.Whatisimportantwhenadvertisinganewproduct?
Targetmarket
Choiceofmedia
Marketresearch:
a.Marketingistheperformanceofbusinessactivitiesthatdirecttheflowofgoodsandservicesfromproducertoconsumeroruser.
b.Marketingresearchisalwaysthefirststepbeforethecompanygetsintothemarket.
c.Thefundamentalgoalofmarketingisthesatisfactionofconsumerneeds.Noorganizationcansurviveforlongwithoutmeetingconsumerneeds.Peoplewillsimplynotpurchaseaproductorservicethattheydonotneed.
d.Thus,anyorganization,ifitistobesuccessful,mustproceedfromthegoalofconsumersatisfactionandadjustitsprogramstodeliveranofferingmeetingconsumers’needs.
e.E.g.foreignmediumandhighrangecarmanufacturersdidnotattempttoenterintotheChinesemarketuntilrecentyears,becausefollowingmarketresearch,theydiscoveredthatChineseconsumers,ingeneral,couldnotaffordtobuyandmaintainexpensivecars.
f.E.g.Pizza,Pizza…
g.TalkingaboutMarketResearch.
--Thecompanyhasdonealotofmarketresearchfortheproducts.
--Canyoutellmehowacompanystartssellinganewproduct?
--Doyouoftencarryout/conductmarketresearch?
--What’sofmarketresearch/
--Oneofthepurposeofmarketresearchistofindoutwhetherthere’smarketfortheproduct.
--Wedidadetailedmarketanalysis.
--Marketresearchisactuallyananalysisofaspecificmarketforaparticularproduct.
--Wehavetorunthemarkettestfortwomonths.
--Wehaveawideproductrange.
--Thestockmarketisuncertainatthemomentbecauseinterestratesarefalling.
Advertising:
a.Advertisingisthemostusefulwaytopropagandizeacompany’sproductsandmakethemknowntothepublic.Advertisingisalsothewaytogettheproductsorientated.(E.g.whethertheproductsareforfemale/malemarket,highearningpeopleorlowearningpeople.Sportsshoes…perfume)
b.Whenadvertisinganewproduct,itisessentialtoconsiderthetargetmarkets.Consumers’needsinthetargetmarket.
c.Choiceofmedia:
seeAdvertisingStrageties
5.Tradefair
Whatisimportantwhenexhibitingattradefair?
Qualityofdisplay
Staffselected
Keyissues:
Qualityofdisplayintradefairs;Staffselectedfortradefair
Qualityofdisplayintradefairs
a.Thequalityofdisplaywillaffectthepublicimageofthecompany.
b.Tradefairsaretheirreplaceablemeansofpropagandizingproducts.The
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