BEC高级口语Part Two

　　In this part each candidate’s task is to choose one topic from a set of three, and to talk about it for one minute. Candidates have one minute in which to prepare and should use this time to make brief notes. The other candidate listens to the talk and is invited to ask one or two questions at the end. Candidates may make notes while listening to their partner. Each candidate is given a different set of three tasks from which to choose.

　　General procedure

　　A choice of three different topics
　　One minute preparation while making notes
　　A/B starts with the other listening---one minute
Question asked
　　1. Customer relation: the importance of offering incentives to customers

　　Offering incentives to customers can help you to strengthen your customer base and enhance customer loyalty. If you offer incentives such as vouchers, complementary tickets, miles, gifts in the promotion or sales, you will attractive more customers and get them buy your products or services. At the same time the image of your company will be improved and your brands are more likely to be known by customers.

　　2. Product promotion: how to ensure that products are promoted effectively at international trade fairs

　　You should send a professional team of experts to arrange the promotion at the trade fair. They must be familiar with the products you want to promote at the fair. Meanwhile they must be good at dealing with clients especially foreign clients.

　　You should use advanced technology to display your products at the fair. Necessary equipments such as DVD, overhead projector, high-definition screen can help you demonstrate the quality, function and specification of your products.

　　You should design your show room and stand carefully to attract more customers. Your stand should be put up at an obvious place so that every customer can get an easy access to your products.

　　3. How to reduce labor turnover rates

In order to reduce labor turnover rates we must take the following effective measures:
Set up a clear staff appraisal process to make sure that the performance of every staff can be evaluated openly and honestly and their promotion is based on their contribution to the company. Thus no one will complaint about unfair promotion which once forced some of your staff to leave their jobs.

　　If permits enhance the staff benefits including their base pay annual bonus and other benefits. An incentive system should also be necessary to encourage the staff to work with the company longer.

　　Improve the work environment of your company or factory. Try to foster a spirit of mutual help among your staff and let them understand that the company or factory is far more than just a workplace. It’s a family where all members are supported and valued.

　　4. Career development: the importance of being willing to acquire new skills throughout your career

　　With the unceasing development of science and technology the workplace is now undertaking profound changes. The way you do your work and the equipment you use in your work will definitely change or upgrade in the future, which means you have to learn new skills to deal with these changes. Remember: you are never too old to learn. New skills will make you keep up with the latest technology and help develop yourself throughout your work life.

　　5. International sales: how to research foreign markets effectively

　　You should notice the difference between foreign and domestic market and set your target according to specific situation of foreign market. For example: given the different state of living standard the purchasing power of your target market may be higher or lower than the domestic market. If you ignore the difference you are likely to make mistakes in products’ pricing in foreign market.

　　You should ensure that your research team is excellent at carrying out research in a foreign country. That means every member of the team should mater the native language and be familiar with the specific culture of the target market.

　　6. Production management: how to implement an effective just-in-time system

　　What is a JIT production system?
JIT is an approach to achieving excellence in a manufacturing company based on the continuing elimination of waste (waste being considered as those things that do not add value to the product).

　　A repetitive production system in which both the movement of goods during production, and deliveries from suppliers, are carefully timed so that at each step of the process, the next (usually small) batch arrives for processing just as needed.

　　The logic behind JIT: Nothing will be produced until it is needed.

　　7. Travel: the importance of being able to speak foreign languages in international business

　　8. Marketing: how to assess whether there is a market for a new product

　　You should carry out a research on the customer demands to see if there is a read need in the market for your new product. The feedback or result will help you to decide whether to launch the new product on the market.

　　You should pay special attention to your competitors. Detect whether they are going to launch their new product onto the market. if the answer if yes that probably means there is a demand in the market for some new product. Then be quick and put on your rival product to coincide with them.

　　9. Human resources: how to use staff appraisal schemes

　　You should see to it that the staff appraisal schemes be a chance for management and employees to come together and exchange ideas, set joint targets and improve the way decisions are reached.

　　The scheme should have a clear appeal process and any negative feedback should be accompanied by evidence such as dates, times and outcomes. Most importantly ratings should reflect measurable element of the job requirements.

　　10. Advertising: the importance of television and cinema advertisement

　　In fact television and cinema advertising both function as a kind of media which tells or even guides people to buy products or services. With the development of the telecommunication television has become the most important carrier of advertisement and as a result of that TV advertising has the largest amount of audience all over the world. They have penetrated into people’s daily life and persuaded them to buy whenever they turn on them. On the other hand the popularity of the movie make every audience be under the influence of cinema advertising at the beginning and end of the movie.

　　11. Staff management: how to ensure effective lines of communication between the workforce and management

　　As the leader of the company you should open up a channel for the workforce and management to communicate directly. For example you can hold a monthly meeting within the company, which is attended by both the reps from workforce and management. They are allowed to talk with each other openly and freely to exchange views and opinions. They can also set common objectives.

　　You should achieve this effectiveness by making use of up-to-date technologies. For example you can set up a forum on the intranet of your company so that every member can air and exchange their views on the forum. In this way a effective line of communication will be set up.

　　You should set up an incentive system to make your staff talk with their line managers.

　　12. Finance: how to ensure accurate cashflow forecasts

　　you should establish a monitor system in the first place to detect any possible cashflow gap which will occur during your production and operation. This system can calculate the balance between your income and expenditure on a daily base. And should there be any sign of cashflow problems the system will warn your staff to do something about it before hand.

　　In order to achieve the accuracy you must set up a report system which demands every manager report the current financial status of his or her departments. The information will be collected everyday for you to take consideration.

　　13. International sales: how to decide which sales incentives to offer a new foreign customer (本题做为思考题，请大家考虑一下。我们下次课将要学到。)

　　14. Recruitment: how to ensure that the best applicant for a job is selected (how to ensure that the best candidate for a post is selected)

　　During the selection process we should pay attention to the candidates’ quality and attribute. Quality refers to the candidate’s ability to conduct his or her future work. During the interview candidates will have to be asked to demonstrate their ability to solve problems and deal with emergencies.

　　In addition the other important factor should also be considered. That is the attribute of the candidate. It has something to do with the candidate’s character and value. Those whose value is in the conflict of the company’s ethics will not be considered as best candidate even if they demonstrate remarkable ability in their work.

　　15. How to decide whether to float a company on the stock market

　　A: we should check the policy concerning listing a company onto the stock market. Different stock exchanges have different policies and requirements. We should check these policies or requirements to see that if our company meets the demand so as to be listed on the stock market. For example according to the policy of many SEs, the total capital of a company should meet a certain level before it can be listed. Besides, its after-tax profits should also reach a certain level. So check these policies to see if our company is qualified to be listed onto the stock market. Second, we should understand and are willing to take the responsibilities that a listing company has to bear such as disclosure director’s duty all kinds of expenses tax and so on.

　　16. Training: the importance of training staff to use new technology

　　A: it is a very important step to train your staff in how to use the new technology. First of all most of your staff won’t be familiar with this technology since it is new and unless you train them they will spend much more time in getting used to it. Therefore your training is worthy in getting your staff to understand the new technology. Secondly you still won’t enjoy the high efficiency brought up by the new technology if you can’t achieve the perfect combination of your staff and the new technology which is only possible through training. The last but not the least you can improve your staff’s ability to harness the new technology through your training program and make them more confident in their work, which will definitely enhance the efficiency of your company.

　　17. The importance of selecting appropriate members of staff to attend exhibitions

　　A: your aim of exhibiting your products at the trade fair is to show your customers the high quality of your products through fine demonstration and careful explanation, which will only be achieved by selecting right staff to attend the trade fair. The staff you select should at least have a good understanding of the products you display. They must know the quality function description production packing and other important fields of your products. Besides they must have strong ability of promoting and marketing. These elaborately-selected staff can answer any kind of question produced by the customers about your products and can secure contracts with them skillfully, which will make your display a complete success.

　　18. Production management: how to organize an effective stock control system

　　A: there are three important steps: first step up a monitoring system in the company to watch closely the level of inventory so that the inventory can be maintained at an appropriate level. Second set up a reporting system to inform the manager of any possible changes in the level of inventory. If the level is too low try to improve it and reduce its negative effect on the production. If the level is too high try to reduce it and pay attention to the lack of capital and difficulties it will exert on the management. Third make everyone in the company clear about the importance of stock control so that every part of this system is operating effectively and altogether achieve a high proficiency of the whole.

　　注释：stock control system 存货控制 （对各种物资库存量的管理。目的在于使各种物料的库存量保持在适当的水平，既不会因库存过低而使生产收到影响，也不会因库存过多而占压资金并增加管理上的困难。）

　　19. Meeting: the importance of regular meeting with suppliers

　　A: first improve your cooperation with your supplier. It is not just a simple deal you make with your supplier. That is to say you should do your business with your supplier on the basis of equality mutual respect and mutual benefit. Second try to let your suppliers know that you are willing to establish the long-term relationship with them so that they are more confident in the current business with your company. Third it is your PR department’s job to communicate with your suppliers on the regular basis and enhance the friendly relationships between you and your suppliers.

　　20. The importance of teamwork for the effective management of projects

　　A: to manage projects involves heavy workload and requires much of the company’s energy and human resource. However by using teamwork we can make this complicated work become simple and easy. First when we set up a project-oriented teamwork all members of the projects are united and work in a teamwork spirit. That means they work more systemically and coordinate more with each other. As leaders we won’t worry about the time we will have to waste on the coordinating procedures anymore. Second by using teamwork we can create a sound and effective communication with the project and monitor the communication between members as well as the communication between boss and subordinates. Third in a team everyone tries to help others in their work and a lot of problems can be solved quickly after they occur. The managers can thus save the energy and time for trouble-shooting.

　　21. The importance of providing employees with clear job descriptions

　　A: if you give your employees clear job descriptions they will have a better understanding of what their jobs are and what their bosses expect from them. Then they can work according to their aims without any misunderstanding of their jobs which will definitely improve the efficiency of your employees’ work. In addition for managers clear job description can enable them to know their subordinates’ work better and to monitor and control their work effectively.

　　22. The importance of understanding cultural differences when working in an international environment

　　A: (请根据课本第七课所划之内容进行回答)

　　23. How to ensure that company growth proceeds at the optimum rate

　　A: first we should control the expansion of our company which if not appropriate can cause too much bubble and give a false impression of prosperity. Second plan our company’s future carefully. This includes considering in detail the budget of our company; opening more markets for the company’s products and gearing our company towards a right direction in which its development can be sustainable sound and rapid. Third make sure that we can get all the resources needed for our company’s development including the materials we need to produce our products the capital we need to make investments and the human resource we need to keep our staff highly-qualified.

　　24. How to manage a heavy workload effectively

　　A: first we should have a timetable illustrating all the details about the work of every staff within a day, a month or even a year. We can deal with more workload while shouldering more responsibility if we can arrange our work in advance. Second make sure that we can communicate with our colleagues effectively so that we can make use of their advice or ideas to help us solve the problems or unexpected things occurring in our work. Third as for ourselves we should keep ourselves physically sound to handle the stress a heavy workload might bring about.

　　25. The importance to a company of having a Health and Safety policy

　　A: as a kind of legal document Health and Safety policy can help a company to reduce the possible injuries or accidents that may happen in the process of production or office work as it explains in detail what the staff should and should not do in order to keep themselves safe in their work. If those accidents or injuries do happen the Policy made by the company can also be used as reference in case of civil liability. Besides the Health and Safety policy can serve as a record which will be very useful if an inspector questions the company’s precautions on health and safety.

　　26. How to ensure that staff at all levels receive appropriate feedback on individual performance

　　A: we should establish a complete set of evaluating system within the whole company to monitor individual performance of every employee and to report their performance to the board and the department they belong to. Their performance is judged on the basis of their position and responsibility and in accordance with their personal abilities. Of course any other factors that will affect their performance directly or indirectly will also be taken into consideration. Besides the feedback will be sent directly to our employees’ mailbox immediately after their performance is evaluated.

　　27. How to maintain customer interest in a company’s products

　　A: usually customers are interested in the products which have high reputation or world-wide brand names. Therefore a company should try to keep the fame of their products and develop its products into a global brand in order to attract its customers. And of course customers are often concerned about the quality of the products they are intended to buy. In this regard a company should make their products reliable to use. In addition a company should upgrade their products in a direction that will lead to a multi-functional and user-friendly kind of products. Try to show your customers that your products have great potentials so that they will keep their interest in your products.

　　28. The importance of having a career plan in order to achieve high levels of success at work

　　A: a career plan is very important for employees. If you plan your career in advance you will have a better idea of what you should do and what you have to achieve at the different stages of your career, which will make you more realistic at work. The plan will guide you throughout your career and make you easier to climb the ladder within the framework of your company. Every time you start your work you will find there is a clear goal before you and every time you achieve your goal another goal has already been set for you to continue. You will never feel lost in the complicated environment and can gain advantage among the tense competition with your colleagues. Gradually you will find yourself moving steadily towards your success and finally reach the top of your career. All of these are not your dreams and they can be realized if you have your career plan.

　　29. The importance of product diversification to the success of a business

　　A: in today’s increasingly-competitive market product diversification is crucial to the success of a business. Today’s market is becoming more and more diversified which means a single range of products produced by a certain company cannot survive since the competition is extremely high. And even if you survive you will find your earnings via a single product won’t cover even a small fraction of your cost. Therefore a business should diversify its product range. A diversified product range will make you avoid the tense competition in the specific area and give you more opportunities to open up more potential markets which will reduce to a large extent the risks due to the high competition.

　　(还可从吸引顾客的角度来说)

　　30. The importance in business of maintaining personal contact with clients

　　A: some of your clients are your important suppliers and others are your distributors. Therefore keeping contact with them means you keep a good communication with your suppliers or distributors whose information is crucial to your production and sales. Any information you gain from your client can be used to test the popularity of your products. Usually formal or official contact with your clients won’t give you much more opportunities to get the information you need. Personal contact however can be developed into a very useful contact since it can produce a sound environment in which you talk to your clients personally. And you can even get some information about your revival through personal contact which you can use to take the advantage in the competition. And of course you will know better what your clients think of your products and what they expect from you since most of your clients are reluctant to tell you because of the strict environment of formal contact.

　　31. How to balance company growth with production capacity

　　A: in order to balance company growth with production capacity we must keep our production capacity at an appropriate level so that it can promote the growth of our company. If we pay too much attention to the development of production capacity while neglecting the possible harms it can cause we will have to face the stagnation in the grow of our company or the growth bubble which will eventually burst. If we accelerate our production capacity without any consideration of the current market demand or current situation of the company’s sales we will definitely increase our inventory which will cause the break of the cash flow.

　　32. How to achieve and maintain high motivation among a workforce

　　A: first set up an incentive mechanism within the company to ensure that every highly-motivated employee is awarded. Second try to produce a healthy and sound environment within the company to ensure that every employee know the importance and benefit of keeping high motivation in his or her job. Third help very employee to plan his or her future career within the company to make them sure that they are paid close attention to by the company and they will have a better future if they stay with the company.

　　33. The importance of training staff in how to use new technology when introducing it into the workplace

　　A: it is a very important step to train your staff in how to use the new technology. First of all most of your staff won’t be familiar with this technology since it is new and unless you train them they will spend much more time in getting used to it. Therefore your training is worthy in getting your staff to understand the new technology. Secondly you still won’t enjoy the high efficiency brought up by the new technology if you can’t achieve the perfect combination of your staff and the new technology which is only possible through training. The last but not the least you can improve your staff’s ability to harness the new technology through your training program and make them more confident in their work, which will definitely enhance the efficiency of your company.

　　34. How to maintain good relationships with suppliers

　　A: first improve your cooperation with your supplier. It is not just a simple deal you make with your supplier. That is to say you should do your business with your supplier on the basis of equality mutual respect and mutual benefit. Second try to let your suppliers know that you are willing to establish the long-term relationship with them so that they are more confident with the current business with your company. Third it is your PR department’s job to communicate with your suppliers on the regular basis and enhance the friendly relationships between you and your suppliers.

　　35. How to achieve a strong visual impact in advertising

　　A: first we should use an impressive and unique color design or slogan in our advertising. Each of them is expected to achieve strong visual impact which will make your advertisement a complete one-off. In addition, we can apply multi-media technology to our ad to achieve some special visual effects such as 3D animation.

　　36. The importance of being able to cope with the stress in a job

　　A: as today’s businessmen we shoulder more and more responsibilities and experience more intensive stress which if not appropriately deal with will lead to mental fatigue or other mental illnesses or even worse the total breakdown. Therefore the ability to cope with the stress in our jobs is one of the most important skills we should acquire in today’s business world. Furthermore, we will inevitably encounter some stress in our daily work. Without appropriately dealing with these stresses we cannot continue our work in a normal way and the stagnation will appear to offset any achievement we have made in the previous work.

　　37. The importance of a safe working environment for maintaining staff morale

　　A: in a safe working environment your staff will work more comfortably without worrying about the possible risk or “danger” resulting from the neglect of safety procedures. In this case the possible injuries or death will occur rarely and your staff will appreciate the company’s ponderance over their safety. They will feel valued by the company and therefore they will try their best to work and maintain a high morale.

　　38. How to maintain a balance between quality control and speed of production

　　A: we should maintain our production at an appropriate speed while keeping the quality control in the production. We cannot afford to speed up our production at the cost of quality. Quality control will inevitably slow down our production. However it is worthwhile. Strict quality control method is in itself a cost-effective measure which will reduce the cost you have spent on the interior products. Of course it is not necessary for us to set quality control in every single step of our production. We can keep quality control in some key procedures or areas of our production. Therefore we can achieve a relatively high speed of production.

　　39. The importance of a cumulous program of staff training within a company

　　A: given the different state in the development of your staff’s knowledge skill and ability it is impossible for you to carry out staff training on all of your employees simultaneously. You have to conduct the training in a step-by-step way. That is to say you must carry out cumulous program. You should first divided your staff into several groups according to their educational background and then train them to achieve different goals. For the staff with high proficiency of skills you train them towards the direction of managers and for those who have relatively weak abilities your focus should be to improve their professional skills and knowledge. Besides a cumulous program will actually last a year or longer. So you won’t have to worry about the shortage of money or time.

　　40. The importance of selecting appropriate members of staff to attend exhibitions

　　A: your aim of exhibiting your products at the trade fair is to show your customers the high quality of your products through fine demonstration and careful explanation, which will only be achieved by selecting right staff to attend the trade fair. The staff you select should at least have a good understanding of the products you display. They must know the quality function description production packing and other important fields of your products. Besides they must have strong ability of promoting and marketing. These elaborately-selected staff can answer any kind of question produced by the customers about your products and can secure contracts with them skillfully, which will make your display a complete success.

　　41. The importance of adequate supervision and training of staff who deal with the public

　　A: in order to keep a sound image of your company in public and maintain good relations with the public you should pay special attention to the staff who deal with the public because they are in fact the key element of the success of your PR police. If your staff have the strong abilities of communicating and negotiating when they are dealing with the public your company will definitely reap the fruits of it. Therefore every PR staff will have to receive enough training before they can fulfill their duty. Of course training in itself is not enough. Supervision is always necessary to find out what still needs improving regarding the job of your PR staff and adequate supervision can also enable you to change and improve the training when necessary.

　　42. How to provide effective support for new members of staff

　　A: what the new members of staff need most at the beginning of their career is the detailed description of their work including what their jobs are; what kind of correct procedure they have to follow during their work; which area they should pay special attention to and other useful information. Therefore we must focus on the above areas when we provide support for our new members of staff. Besides we should pay attention to the way we use to provide support. Being the freshmen most of them are not familiar with the current situation and we should keep enough patience when giving support. Any impatience will harm their feeling and make our support an ineffective one.

　　43. The importance of being aware of differences in appropriate behavior in other cultures

　　A: today’s world is moving towards globalization. In the business world this is particularly true. The employees of the large companies especially the transnational companies come from different countries and therefore have different cultural background. Difference will inevitably occur during their work in the company. These differences if not be dealt with appropriately will become obstacles and make it difficult for the employees to cooperate with each other in their daily work. A certain behavior such as a gesture which is appropriate to a culture will possibly be regarded as inappropriate to the other culture. Therefore we should be aware of the differences and behave ourselves appropriately in the cross-culture environment.

　　44. How to ensure that stock control system are run effectively

　　A: there are three important steps: first step up a monitoring system in the company to watch closely the level of inventory so that the inventory can be maintained at an appropriate level. Second set up a reporting system to inform the manager of any possible changes in the level of inventory. If the level is too low try to improve it and reduce its negative effect on the production. If the level is too high try to reduce it and pay attention to the lack of capital and difficulties it will exert on the management. Third make everyone in the company clear about the importance of stock control so that every part of this system is operating effectively and altogether achieve a high proficiency of the whole.
　　注释：stock control system 存货控制 （对各种物资库存量的管理。目的在于使各种物料的库存量保持在适当的水平，既不会因库存过低而使生产收到影响，也不会因库存过多而占压资金并增加管理上的困难。）