head是什么意思2007年11月商务英语BEC考试高级口试真题(附参考答案)

2021年1月7日发(作者：卞仲祥)
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2007年11月商务英语BEC考试高级口试真题(附参考答案)
1. Customer Relations: the importance of making customers feel valued 2. Company growth:
the importance to a company of controlling expansion
3. Marketing: how to ensure that agents maintain a high level of effectiveness when
representing a company
4. Time Management: the importance of planning work time effectively
5. Project Development: how to ensure inter-departmental co- operation on new projects
6. Purchasing: how to evaluate and select new products
7. Personnel Management: the importance to a company of having well motivated staff
8. Strategic Planning: how to decide whether to purchase or rent company premises
9. Sales: how to ensure that price levels for new products are set appropriately
10. Communication Skills: the importance of foreign language training for selected
employees
11. Advertising: how to select a suitable agency to handle a company’s advertising
12. Finance: how to decide whether to float a company on the stock-market
13. Marketing: the importance to a company of offering its products on the world-wide web
14. Staff Training: how to evaluate the effectiveness of company training programmes
15. Company Growth: how to decide when it is the right time for a business to expand
16. Public Relations: the importance to a company of sponsoring well-known personalities
from the arts and popular culture
17. Recruitment: how to ensure that the best candidate for a post is selected
18. Information Management: how to analyse and make effective use of information
19. Sales: the importance of brand image in ensuring that products or services sell well
20. Technology: the importance to a company of keeping up-to-date with internet
developments
21. Quality Control: how to ensure that a company consistently maintains quality control
standards
22. Product Promotion: how to make effective use of the media when promoting a new
product or service
23. Product Management: the importance of teamwork for the effective management of
projects
24. Health and Safety: how to develop a responsible attitude among staff to the health and
safety requirements of accompany
25. Technology: the importance of computer skills for the workplace of the future
26. Communications: how to ensure that e-mail is used appropriately by staff for internal and
external communications








27. Staff Development: how to administer a staff budget effectively
28. Market Research: the importance of finding out about customers’ habits and attitudes
29. Financial Management: how to identify ways of reducing costs in a company
30. Communication: how to achieve an effective working relationship between different
departments within a company
31. Communication skills: the importance of understanding cultural differences when
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working in an international environment
32. Personnel Management: the importance of providing employees with clear job
descriptions
33. Company Growth: how to ensure that company growth proceeds at the optimum rate
34. Time Management: how to manage a heavy workload effectively
35. Health and Safety: the importance to a company of having a Health and Safety policy
36. Human Resources: how to ensure that staff at all levels receive appropriate feedback on
individual performance
Samples(部分口语试题参考答案)
1、Customer Relations: how to maintain customer interest in a company’s products
As is know to all, it is very important for a company to maintain customer interest in their
products. I think a company 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 company 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 company 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 company will usually follow the same standard procedure.
It will begin by producing an accurate job description 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.
Having produced this profile, the company 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 Internet say, even an agency or perhaps a headhunter.
Having 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
company’s recruitment processes. This might be interviews, psychometric tests or even
hand-writing analysis. This will then produce the ideal candidate for the company.
The company will then have to negotiate terms with this candidate and, hopefully, this will
result in terms which are both affordable for the company 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
companies
Career Planning
Even after a job is offered and accepted, career decisions must be made. On-the-job
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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 company, 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 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.
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 company
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) compensation that is aligned with their performance, (2) job security, (3) a flexible
work schedule, and (4) employee involvement programs. Firms should offer job security,
compensation 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 companies will buy its new superfast laptop
computer. 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 organization. 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 behavior,
to studies of pricing, distribution, and promotion activities.
A company can conduct marketing research in its own research department or have some or
all of it done outside. Although most large companies have their own marketing research
departments, they often use outside firms to do special research tasks or studies. A company with
no research department has to buy the services of research firms.
6、Marketing: the importance of packaging products appropriately
In recent times, numerous factors have made packaging an important marketing tool.
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