[剑桥商务英语BEC口试全真试题2]Phase II CARDA: WHAT IS IMPORTANT WHENPlanning a presentationFinding out about the audienceResearching the topicB: WHAT IS IMPORTANT WHEN…?Aiming to impr...+阅读

Samples（部分口语试题参考答案）

1、Customer Relations: how to maintain customer interest in a pany’s products

As is know to all, it is very important for a pany to maintain customer interest in their products. I think a pany should try every possible way to retain its current customers.

First, it should always make sure that it provides its customers with quality goods and after-sales service. Second, it should lay enough emphasis on the feedback from its current customers and take prompt action to take care of their needs and demands. Third, if possible it may provide some incentives to its old customers. For example, it can grant a certain discount to them if their purchases reach a certain amount. Apart from all these, a pany should design strategies to attract new customers and create transactions with them, to expand their customer base, so to speak. These strategies include product diversification and upgrading.

All in all, a pany should try its utmost to keep its current customers satisfied with its products and services, and at the same time it should stay ahead of the market through product and pricing strategies.

2、How to fill a key vacancy

In order to fill a key vacancy, a pany will usually follow the same standard procedure.

It will begin by producing an accurate job deion of what it would like the successful candidate to do. From this, it can then produce a profile of this ideal candidate, which is a list of skills, experience, attributes and so on.

Hing produced this profile, the pany must then decide on the best recruitment method to capture a candidate with this profile. This might be an internal advertisement or an external advertisement in a newspaper, on the Inter say, even an agency or perhaps a headhunter.

Hing decided on the best recruitment method, the advertisements are then placed or the headhunter contacted and a list of candidates will be then drawn up to be put through the pany’s recruitment processes. This might be interviews, psychometric tests or even hand-writing analysis. This will then produce the ideal candidate for the pany.

The pany will then he to negotiate terms with this candidate and, hopefully, this will result in terms which are both affordable for the pany and attractive enough to get the candidate they want.

Background Information

3、Career Planning: how to assess the career opportunities provided by different types of panies

Career Planning

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 position above the present position is natural. The planned career path to that position may involve either a series of promotions within the firm or switching to a different firm. While planning a career path is a useful motivator, the plans should be achievable. If everyone planned to be president of a pany, most plans would not be achieved. This can cause frustration. A preferable career path would include short-term goals, since some ultimate goals may take twenty years or longer. The use of short-term goals can reinforce confidence as goals are achieved.

Career Development: the importance of acquiring a range of skills throughout your career

It is important a person to he a range of skills in the course of his career development. When he has a range of skills, he is obviously more petitive 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 pany 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.

4、Human Resources: how to provide effective support for new members of staff

Training: The importance of a continuous programme of staff training within a pany

Staff Management: how to achieve and maintain high motivation among a workforce

Motivating Employees: Employees tend to be more satisfied with their jobs if they are provided (1) pensation that is aligned with their performance, (2) job security, (3) a flexible work schedule, and (4) employee involvement programs. Firms should offer job security, pensation that is tied to employee performance, more flexible work schedules, and more employee involvement programs. To the extent that job satisfaction can motivate employees to improve their performance, firms may be able to a higher production level by providing greater job satisfaction.

5、Marketing Research

Managers cannot always wait for information to arrive in bits and pieces from the marketing intelligence system. They often require formal studies of specific situations. For example, Toshiba wants to know how many and what kinds of people or panies will buy its new superfast laptop puter. Or Barat College in Lake Forest, Illinois, needs to know what percentage of its target market has heard of Barat, how they heard, what they know, and how they feel about Barat. In such situations, the marketing intelligence system will not provide the detailed information needed. Managers will need marketing research.

We define marketing research as the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing an anization. Every marketer needs research. Marketing researchers engage in a wide variety of activities, ranging from market potential and market share studies, to assessments of customer satisfaction and purchase behior, to studies of pricing, distribution, and promotion activities.

A pany can conduct marketing research in its own research department or he some or all of it done outside. Although most large panies he their own marketing research departments, they often use outside firms to do special research tasks or studies. A pany with no research department has to buy the services of research firms.

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