Oral Topics

BEC 口语讲义 Part 1 Interview: Sample Scenarios

Interlocuter: Good morning. My name is X, and this is my colleague, Y. And your names are A and B? A: Yeah. B: Yeah. I: Thank you. Now, first of all, we’d like to know something about each of you. Ms A, can you tell me a bit about yourself. A. My pleasure. As you know, my name is A. I’m from Jiangsu Province. I’m now studying in OO University. And I’m majoring in international trade there. I: Thank you. Ms A. Now Ms B, can you tell me something about your ambitions? B: Yes, I am now a student with OO University majoring in business administration. I hope I can get my MBA and join a world famous multinational company. And after I have had enough experience, I am going to start a company of my own. I: Thank you, Ms B. And Ms A, could you tell me about your ambitions? A: A big question for me indeed. I’ve never thought about it, but I bet I’ll work towards a CEO of a big multinational corporation. That’s my goal in life. And that’s why I am spending so much time on English, business English in particular.. I: Mr. A, you say you’re spending a lot of time on business English. Do you think business English is difficult to learn? A: Not exactly, though it may be difficult at the initial stage. The thing is that you need to have some business knowledge before you start to learn business English. I: How about you, Ms B? Is it difficult for you? B: Not really. You know, I like English very much, and my major is business administration. So I have always found business English very interesting. *

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I: Good morning, my name is X, and this is my colleague, Y. And your names are A and B? A: Yeah. B: Yes. I: Thank you. Now, first of all, we’d like to know something about each of you. Miss A, can you tell me something about your work? A: My pleasure. I’m working with APC Inc., which is a US-based company. I have worked there for three years on the international marketing side. I must say that it is a very interesting job. I love my job.

I: Thank you, Miss A. Now Miss B, can you tell me about your activities outside college? B: Well, I do a lot of interesting things in my spare time. I often go shopping on weekends ， something most of the young ladies like me do that in their spare time. And I have worked part time for several big companies. I think, by doing that, I can have some hands-on experience in business. That’s very important for my future career. I: Thank you, Miss B. And you Miss A, can you tell me about your hometown? A: Hmm…well, my hometown is Nantong. It lies at the mouth of Yangtze River, the longest in China. It has a population of 5 million. There’s quite some places of historical interests there. And the economy there is growing fast in my hometown. The friendly environment has attracted a lot of investment from overseas. I: Miss B, you said you’d worked for several companies on a part time basis. Is there any other reason for you to work there apart from obtaining some work experience? B: Yeah. Obviously I can make some extra money from that. You know, my mother is now retrenched. It’s really not easy for my parents to support me. And I don’t want to be too heavy a burden for them. I: How about you, Miss A? Are you a part time by any chance? A: Oh, yes. But I don’t work for companies. I teach several private students. I think teaching is a very interesting job, especially when I see my students are making progress. And just as Miss B said, money is an important consideration for me. So I teach for entertainment as well as for cash. Other possible questions: Life: What’s your name? Where are you from? Do you think the place you are living in is an ideal place for living? Where do you like to live, in the city or in the countryside? Do you live near here? How did you come here? Work: Where do you work? What kind of work do you like? Who do you work for? What do you like best about your work? What do you think of your present job? What do you think of working at home? Do you like your boss? What kind of boss do you like best? Study: Where do you study? What kind of subjects do you like best? Do you like your school? How do you like exams at school? Hobbies: What do you often go shopping for? Do you like sports? What kind of sports do you like best? Do you think football is more popular in China than before? What are you hobbies? What kind of extracurricular activities do you like best? Why are you interested in golf? *

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Part 2 Mini-presentation: (1 min preparation, 1 min talk) The structure of a good mini-presentation: 2

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I. Introduction: one or two sentences. No need to be very long. There are two ways of starting the question in BEC III “how to…’ and ‘the importance of…’，and BEC II questions always start with ‘what is important when doing something’ So, for ‘how to…’, you can always start with ‘Well, when it comes to xxing…, quite a number of things can be done.’ or ‘ Well, as is known to all, it is very important to…The question is of course – how?’ For ‘ the importance of…’, you can start with ‘Well, in my view, you should not underestimate the importance of …’ or ‘Well, as is known to all, it is very important to…The question is of course – why?’ For BEC II, you can start with ‘Well, when it comes to xxing…, several vital factors must be taken into account. ‘ or ‘Well, as we all know, many factors must be considered when…, the questions is of course – which ones?’ Basically, ‘how to…’ asks about methods, ‘the importance of…’ asks about benefits, and ‘what is important when…’ asks about factors to consider. II. Main body: 1st point + development sentences 2nd point + development sentences (3rd , 4th points + development sentences) …… During the preparation, you should think of at least two points, in the form of key words or key phrases. Then you make a sentence using the each key word or phrase. There are four common ways to construct a development sentence： 1. Explanation of the point : In this way, To put it another way, In other words, That is to say, … so to speak, …let’s say 2. Stating Reasons : As a result, As a consequence, Consequently, Therefore, Due to, Thanks to, On account of 3. Giving Examples: Say, For instance, For example, As a good example, By way of example 4. Negative hypothesis : If…not Beginning: First of all, To begin with, For one thing, At the first stage, Initially, The company will begin by… Transition: And, And of course, Then, Besides, On the other hand, But more than that, Not only that, Apart from that, And another thing, On top of that, What’s more, Beyond those, But most importantly, But above all, Last but not least, Once…, Having (done)… III. Recapitulation or Conclusion: one or two sentences. All in all, In short, In a word, In brief, To summarise, To sum up, To recap, In conclusion, On the whole, Altogether, In a nutshell, To cut a long story short You can use the pattern ‘While there are also other considerations in… I believe the factors mentioned above are the most significant ones. ‘ for ‘how to…’ and ‘what is important…’ questions. For ‘the importance of…’, you can use ‘While there are also other arguments why… I 3

believe the reasons mentioned above are the most significant ones. ‘ * * * * Sample Mini-presentations: A. III-1. Career Development: how to fill a key vacancy When it comes to filling a key vacancy, a company will usually follow the same standard procedure. (开题)

It will begin by producing an accurate job description of what it would like the successful candidate to do. （要点 1，关键词 job description） From this, it can then produce a profile of this ideal candidate, which is a list of skills, experience, attributes and so on. （发展 1， 解释） Having produced this profile, the company must then decide on the best recruitment method to capture a candidate with this profile. （ 要 点 2 ， 关 键 词 recruitment method ） This might be an internal advertisement or an external advertisement in a newspaper, on the Internet say, even an agency or perhaps a headhunter. （发展 2，例子） 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. （ 要 点 3 ， 关 键 词 recruitment processes ） This might be interviews, psychometric tests or even hand-writing analysis. （ 发 展 3 ， 例 子 ） This will then produce the ideal candidate for the company. The company will then have to negotiate terms with this candidate （要点 4 ， 关 键 词 negotiate terms ） and, hopefully, this will result in terms which are both affordable for the company and attractive enough to get the candidate they want. （发 展 4， 解释） Even though different companies vary somewhat in their efforts to fill open posts, the steps mentioned above are very much the norm rather than the exception in any industry. （结论）

B. III-11. Recruitment: the importance of having a good CV Well, in my opinion, you should never underestimate the importance of having a good CV. (开题) To begin with, in the majority of cases, your CV is the employer’s first impression of you. （ 要 点 1 ， 关 键 词 first impression ） Your first chance to impress your potential employer, let’s say. （ 发 展 1 ， 解 释 ） As you should remember to your advantage, you’ve got only 30 seconds to leave a positive impression on someone, whether he is a customer or a potential employer. （发展 1， 解释） But more than that, your CV also showcases your essential skills in order to compete in today’s job market. （要点 2， 关键词 skills） In other words, it provides an illustration of your skills to organize, summarize, prioritize and present information 4

effectively, say, as well as your linguistic and communicative abilities. （发展 2 ， 解 释） But above all, a CV, by its very nature, also indicates how your qualification and experience match your employer’s requirements. （要点 3， 关键词 qualification and experience） In this way, your prospective boss will be able to reach a sound decision on your suitability for the position. （发展 3， 解释） Even though employers these days use a variety of selection techniques, such as analyzing your handwriting or psychometric tests, a good CV is still the single most important part of any application. （结论） C. II-13. What is important when choosing a new supplier? Prices and discounts, Reputation

Well, when it comes to choosing a new supplier, several vital factors must be taken into account. To begin with, I think we must consider the price of goods first. We can compare the prices offered by different suppliers and choose the one which is more reasonable. Because only if we get the supply at lower price can we make profits. Of course, it would be even better if the supplier can offer discounts to regular clients. Another point we should also consider is the location of the supplier. We’d better choose one who is not too far away from us. If the supplier is too far away, that will most likely increase the cost of transportation. Besides, it’s also very important to consider whether the supplier is reliable. We would never choose those who always deliver their goods late or those who can’t ensure the quality of goods. Because late delivery may bring heavy loss to us, and quality is the lifeline of any business. Otherwise we may lose our own clients. So in this aspect, we must not make any concessions, and lower prices cannot be a valid mitigating factor. While there are also other considerations in choosing a supplier, such as reputation, means of payment, after-sales service, I believe the factors mentioned above are the most indispensable ones. D. II-36. What is important when choosing business premises to rent? Location, Length of contract Well, as we all know, many factors must be considered when choosing business premises to rent, the questions is of course – which ones? From my point of view, we should first take the location into consideration. Some companies choose to locate in office blocks downtown; some would like to be near the largest concentrations of their target customers. It depends largely upon the type of the company in question. Companies that provide services must be located within easy access. So they usually choose those places where there is convenient transportation. Another important facet to consider is the size of the premises. Nowadays, more and more large companies prefer an open, spacious working floor which allows colleagues to communicate and interact freely. Of course, a small company would not rent the whole floor. That will be a 5

waste of space and an unnecessary cost burden. Last but not least, the length of contract should not be neglected. A fixed-term contract is legally binding and can only serve to make your situation worse in times of recession. Whenever possible, flexible contract arrangement should be preferred. While there are also other considerations in choosing business premises, such as rent and facilities, I believe the factors mentioned above are the most indispensable ones. E. III-7. Career Development: The importance of acquiring a range of skills throughout your career Well, as is known to all, it is very important for a person to acquire a range of skills in the course of his career. The question is of course – why? When he has a range of skills, first of all, he is obviously more competitive than those who don’t and therefore has better chances of surviving a downturn. To put it another way, companies are likely to retain highly skilled staff members even when mass layoff is inevitable. And that’s not the only benefit. A person with a range of skills is more likely to work his way to the top of the corporate ladder. In most companies, whether or not you have the appropriate skills is a relevant criterion for promotion. On the other hand, it will also be easier for a skilled employee to find a job outside his own company if he is not satisfied with his present job. In this way, acquiring a variety of skills in one’s career offers more professional mobility. So, when all the benefits are taken into account, no wonder acquisition of skills is taken so seriously nowadays. F. III-8. Career Planning: how to assess the career opportunities provided by different types of companies

Well, when it comes to assessing different career opportunities, several vital factors must be taken into account. First of all, the type of company should be taken into consideration. Different types of firms have their own benefits and challenges. In a multinational company., say, you can learn international business management and culture, and as an icing on the cake, you may have more opportunities to travel abroad. However, English is the working language in multinationals. You have to be very good at English to work there. So state-owned companies may better suit some people. Salary should be another important consideration. As everyone knows, multinational companies usually offer higher salaries. But if you have just graduated from college, you shouldn’t be too concerned about that. As a new hand, it’s more important to gain more experience through working rather than earn quick money. After salary, we should not ignore other financial rewards in the form of fringe benefits. Some companies offer housing allowance, car allowance, children’s education allowance in addition to salaries. Still others provide staff with free health 6

club and cafeteria. And high tech firms often supplement salaries with stock options. Although there are also other considerations in assessing different career opportunities, such as training, location, and good colleagues, I believe the factors mentioned above are the most indispensable ones. G. III-31. Human Resources: how to select the right staff for promotion Well, as is known to all, it is very important to select the right staff for promotion. The question is of course – how?

For one thing, qualification definitely counts a great deal. A good qualification, especially an advanced degree, normally indicates high aptitude and a wide range of knowledge and skills. Even though we often hear clichés like ‘But degrees don’t mean everything’, in the real world, qualification actually means a lot. That said, there ARE certain skills and knowledge, or what we call flair, that come only from long-time hands-on experience. So it is only natural that the next thing to consider should be experience. Only by accumulating enough experience can an employee be totally at ease with his duties. Besides, experience can also tell us about his performance, track record, and leadership potential. Well, last but not least, personality should also be a factor in any staffing decision. Different positions require different personal qualities. The highest virtues for an engineer engaged in R & D, for instance, would be meticulousness and creativity. Yet for a sales manager, being energetic and outgoing is much more important because sales managers have to leave a good first impression upon their clients. But for any position, hard-working people are always welcome. So to recap, qualification, experience and personality are the three promotion criteria that we all need to keep in mind. H. III-62. Product Promotion: how to promote an imported brand

With so many people these days making a conscious decision to buy domestic products, the pressure on those companies wishing to promote imported brands is greater than ever before. Initially, a company needs to show how their product is superior to the local equivalents. Maybe it’s better quality; maybe it’s more stylish; maybe it’s better image. Anyway, a company needs to show customers the benefits of being more adventurous in their buying decisions, in order to encourage them to move away from the home brands they currently use. Well, beyond that, if you market a product as something exotic or unusual, say, you’re bound to attract new clients. As you may also have experienced, most people have a strong craving for things novel and unfamiliar. Of course, when the sense of curiosity wears off, such a strategy will usually fall short of expectations. Last but not least, cultural stereotypes are also a powerful selling tool. A 7

cosmetics range associated with French chic, for example, is sure to attract customers. And if people are looking to buy a reliable car, there’s no better label than ‘made in Germany’. These national associations can also be exploited at the point of sale. Playing French music in supermarkets, for example, is proven to improve the sales of French wine. All in all, if you want to successfully promote an imported brand, you need to give your customers a good reason to try something a little bit more exciting than their own home brands. I. III-70. Advertising: the importance of stereotypes in advertising Well, I’m very much convinced that you should never underestimate the importance of stereotypes in advertising.

First of all, a stereotype is something enduring and easily identifiable to a whole national group. When an Asian audience see Eiffel Tower in an ad, they instantly conjure up the romantic image of Paris at night. And with that in mind, any product associated with French chic, say, cosmetics, perfume, and fashion, will become an easy sell. As another example, the German Audi designers in white lab coats are obviously obsessed with perfection. And so we can guarantee that any product we buy from them is going to be designed to perfection the moment we see this ad. What’s more, stereotypes can make us feel good about our own value systems or customs. An ad targeted at a British audience might pit a refined Londoner against a brash New Yorker and that’ll give the impression that the product we’re selling is obviously full of taste and discretion. And in this way, stereotypes reinforce the positive qualities in the minds of the viewers. And lastly, stereotypes make good comedy because everybody wants to laugh at other countries and people who are different. A fictitious aboriginal tribe once served as the backdrop for a celebrated cell phone ad. The contrast between the modern and the primitive kept the audience in stitches. And of course, if they’ve had a laugh, they’re more likely to remember the advert. So to sum up, stereotypes are useful to advertisers because they’re basically a shorthand. You’ve got thirty seconds to get your main selling point across. And with a stereotype you can do that in two.

J. III-84. Marketing: the importance of packaging products appropriately In recent years, numerous factors have made packaging an important marketing tool. Increased competition and clutter on retail store shelves means that packages now must perform many sales tasks -- from attracting attention, to describing the product, to making the sale. Among these, the first one is undoubtedly the most crucial function. Companies are realizing the power of good packaging to create instant consumer recognition of the company or brand. Nowadays, in an average supermarket, which stocks 15,000 to 17,000 items, the typical shopper passes by some 300 items per minute, and 53 percent of all purchases are made on impulse. In this highly competitive environment, the package may be the seller’s last chance to influence buyers. It becomes a “five8

second commercial”. The renowned Campbell Soup Company, say, estimates that the average shopper sees its familiar red and white can 76 times a year, creating the equivalent of $26 million worth of advertising. However, everyone’s favorite success story on packaging involves the ubiquitous red Coke can. Marketers everywhere have emulated but rarely equaled the marketing power of its simple design. More recently, the picture of a smiling Tiger Woods, the golf guru, appears on the boxes of a certain brand of cereals, apparently to convey an image of fitness, energy, and vitality. The effort has not been wasted – its sales tripled in one year. In brief, while good packaging can serve many practical purposes, it is with its utility in effective product promotion that marketers are primarily concerned. K. III-87. Customer Relations: how to maintain customer interest in a company’s products

Well, as is known to all, it is very important for a company to maintain customer interest in their products. The question is of course – how? I think there are several ways to do that. For one thing, we should always make sure that we provide our customers with quality goods and quality after-sales service, as these two aspects are indisputably the lifeline of any business. Continuous new product development and innovation in service are also necessary in reinforcing and expanding customer base. Apart from that, enough emphasis should be laid on the feedback from our customers. If necessary, prompt action should be taken to take care of their needs and demands. Finally, if possible we should provide some incentives to repeat customers. For example, we can grant a certain rebate to them if their purchases reach a certain amount. And offering coupons and free delivery to customers are also effective and feasible methods. All in all, we should try our utmost to keep our customers satisfied and fulfill their expectations. Only by doing so can we maintain clients’ interest in our products. L. III-113. Production Development: the importance of R & D to a company

To illustrate the importance of research and development to some firms, the level of annual investment in research and development by the top ten listed corporations in the States can serve as a telling indicator: each of these firms typically spends more than $1 billion on research and development per year. The question is, why? First of all, firms invest funds in research and development primarily in order to design new products. For instance, Procter and Gamble’s R & D resulted in its two-inone shampoo and conditioner technology. This new technology has been used in its famous Pantene, Head & Shoulders products, which now enjoy a significant market share in various countries. On the other hand, companies also use R & D to improve the products they already produce. Again, Procter and Gamble has improved the technology of Tide 9

detergent more than seventy times. And not surprisingly, Tide is now the leading detergent in North America. What’s more, R & D can allow one firm a huge competitive advantage and therefore improve revenue streams dramatically. For example, Pfizer, one of the pharmaceutical titans, has successfully obtained patents for such best selling drugs as Benadryl, Listerine and Viagra. In other words, Pfizer now has the monopoly in these lucrative drugs. This ‘license to print money’ comes directly from Pfizer’s R & D activities. In short, firms that spend money on R & D have found to their delight that the benefits almost always exceed the expenses. M. III-130. Health and Safety: the importance of a safe working environment for maintaining staff morale

Firms that create a safe working environment not only prevent injuries but improve the morale of their employees as well. I feel strongly that this is something indispensable for any company. First of all, a safe working environment offers peace of mind to staff members and therefore can significantly motivate staff to enhance a firm’s productivity. As a result, many leading firms, such as Intel and GE, now identify workplace safety as one of their main goals. Not surprisingly, these are some of the best performing firms anywhere in the world. What’s more, a safe environment can reduce the occurrence of workplace accidents, which are usually a source of staff dissatisfaction and low trust in the management. Taking safety measures can enhance staff loyalty and, in turn, moral. For instance, Levi Strauss and Co. imposes safety guidelines not only in its US facilities but also in Asian factories where some of its clothes are made. Starbucks, meanwhile, has developed a code of conduct in an attempt to improve the quality of life in coffee-producing countries, in an effort to buck against sweatshop-like working conditions. These two companies have been rated highly by their employees. In short, if you want to boost morale among your staff, or to put it in plain words, if you want to see enthusiasm, confidence, or loyalty in your workforce, then safety should have your prior attention. N. III-137. International Business: the importance of a global presence for a company

With more mergers and acquisitions than ever before, I think it’s becoming quite clear that a company in the future will need to have a global presence in order to compete in tomorrow’s market place. This presence can give a company many competitive advantages. To begin with, say, it can give access to local market knowledge, which can help avoid some very, very expensive mistakes on account of cultural conflicts. The Matsushita Firm of Japan learned this at a price, when they, without knowing the negative connotations of the word in the US, first launched their products under the 10

brand name of “National’. Only when they switched to ‘Panasonic’ did the flat sale become brisk. On top of that, a global presence can spread the risk of doing business. As the saying goes: Don’t put all your eggs in one basket. If a company sells to more than one market, it can survive a downturn in any one of those markets, that’s something for sure. And if a company becomes truly global, the size of the company means it can realize economies of scale, say, in advertising or distribution or shipping. It can also move its production from country to country and take advantage of the best conditions at any given time. So I think, all in all, when these things are taken into consideration, it’s quite clear that any company not looking to establish a global presence in the future may not have a future at all. O. III-138. Business Ethics: how to encourage ethical behaviour from employees

Figures show that more and more companies are now reporting their ethical performance and it’s clear, I think, that companies now have to address the issue of ensuring ethical behaviour amongst their staff. The question is of course – how? To begin with, awareness is key. And in order to promote awareness for ethics, the company needs to put ethics high on the training and staff development agenda. The HR department, say, can sponsor some workshops or seminars on business ethics, or even invite some external experts for this purpose. Once these procedures are in place, the company then needs to spell out an official code of ethical practice and ensure that all employees have access to it and can understand it easily. The company then needs to implement an effective and anonymous system of reporting any breaches of this code. Some companies even benchmark their ethical practices against those of industry leaders and see how they’re doing. I suppose it’s also vital that companies ensure that their senior managers set a good example, ‘walk and talk’ so to speak. If they don’t behave ethically why should staff? All in all, whatever measures a company adopts, it needs to make staff understand why ethics is important not just to the company but also to themselves as well. *

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BEC II Part 2 questions: Career 职业题 1. What is important when looking for a new job? Location, Salary, Good colleagues See C, F 11

--Last but not least, good colleagues are not a minor consideration either. As we all know, good colleagues provide a supportive work environment, and therefore can also foster teamwork and cooperation in your job. On the other hand, not so helpful colleagues will cause frustration and reduce productivity.

2. What is important when preparing for a job interview? Studying the job advertisement, Finding out about the company --To begin with, studying the job ad is a crucial first step. Only by doing so can you fully understand the employer’s requirements on qualification, experience, skills and so on. In this way, you wouldn’t be wasting your time applying for the wrong position. --Another important thing to do is to find out about the company. This may be done in many ways. For example, there are often articles about larger companies in newspapers and international business magazines. Visiting the firm’s website is also a neat idea. Many firms even provide their annual reports for free download on their homepages. Of course, if possible, the best way is simply to ask someone, say a friend or a colleague, who knows about the firm well. 3. What is important when being interviewed for a job? Information about the company, Personal appearance See II-2. --Another important aspect to consider would be your personal appearance. In the majority of cases, your appearance is the employer’s first impression of you. Your first chance to impress your potential employer, let’s say. As you should remember to your advantage, you’ve got only 30 seconds to leave a positive impression on someone, whether he is a customer or a potential employer. 4. What is important when starting a new job? Knowledge of company procedures, Help from company staff --To begin with, knowledge of company procedures would be useful. Most firms have their own specific sets of procedures that you, as a new staff member, should observe. For instance, many enterprises do now allow the use of company email and internet service for personal purposes. Other companies ban smoking on their premises. Still others require certain staff to wear company uniforms. ---Last but not least, help from veteran staff is not a minor consideration either. As we all know, colleagues’ assistance provide a supportive work environment, and therefore can also foster teamwork and cooperation in your job. On the other hand, not so helpful colleagues will cause frustration and reduce productivity. 5. What is important when considering a career change? Further study or training, Opportunities for future promotion --For one thing, whether further study or training is provided is a crucial first consideration. When an employee receives further training, he is obviously more competitive than those who don’t and therefore has better chances of surviving a downturn. To put it another way, 12

companies are likely to retain highly trained staff members even when mass layoff is inevitable. -- Last but not least, opportunities for future promotion is no small factor either. A firm with plenty of promotion opportunities allows staff members to work his way to the top of the corporate ladder. That will give employees not only enough room for personal growth, but also better financial rewards. As a result, employees in such companies are more likely to achieve a better level of job satisfaction.

6. What is important when aiming for promotion? Quality of performance, Company loyalty --To begin with, the quality of your performance is normally the most significant factor in promotion. Here, what I mean by performance includes, but is not limited to, your track record, your productivity, your efficiency, your integrity and your leadership skills. Therefore, you should try your best to acquire extra skills and qualifications, as well as doing a good job. --On the other hand, you must also show loyalty and commitment to your company. If your firm feels that you do not intend to stay on, there is little likelihood for you to be promoted. So, don’t ‘shop around’ for the best job possible. Instead, you should plan to stick with a company until you have proven yourself. Staffing 选人题 7. What is important when selecting staff for promotion? Attitude to work, Current performance See II-6. 8. What is important when selecting applicants for a job? Work experience, Personal qualities See G. 9. What is important when selecting staff for marketing trips abroad? Position in the company, Previous experience of other countries --Well, initially, position in the company might be an important factor to consider. In stead of entry-level staff, senior staff should be sent, in order to handle certain situations too complicated for rookies. Also, a high position means higher authority and larger decision-making power in important matters. --What’s more, previous experience in the foreign country is also a plus. Everyone country has its unique language and culture. Local market knowledge can help avoid some very, very expensive mistakes on account of cultural conflicts. The Matsushita Firm of Japan learned this at a price, when they, without knowing the negative connotations of the word in the US, first launched their products under the brand name of “National’. Only when they switched to ‘Panasonic’ did the flat sale become brisk. 13

10. What is important when choosing people to work in teams? Variety of experience,

personal qualities See G. 11. What is important when choosing a new sales agent? Experience of agent, Number of contacts See G. --Last but not least, the number of an agent’s contacts is no small consideration either. Networking has now become an important aspect in the modern business world. The more people you know, the easier it will be for you to market products, to expand your customer base, and to close deals. 12. What is important when selecting a business partner? Personality, Capital See G. --Another important factor to consider is the amount of capital of your business partner possesses. A higher level of capital not only provides a better safety net, but also offers more opportunities for business expansion and growth. 13. What is important when choosing a new supplier? Prices and discounts, Reputation See C. --Besides, reputation can also be a vital consideration. We would never choose those who have shady reputation. Because that may bring heavy loss to us, and reputation is the lifeline of any business. Otherwise we may lose our own clients. So in this aspect, we must not make any concessions, and lower prices cannot be a valid mitigating factor.

Training 培训题 14. What is important when choosing a business language course? Cost, Size of course, qualification --To begin with, like in many other things in the business world, cost is the primary consideration. It is often said that you always pay for what you get, but you don’t always get what you pay for. While excessive costs can be a big minus, extremely low prices may not necessarily be a good thing either. We really have to decide what our budget is and then look at the price-quality ratio. --Well, the size of the course is another thing we should take into account. Normally the smaller a course is, the more hands-on opportunities you will get. This is especially important in a business course because there are certain skills and knowledge, or what we call flair, that come only from hands-on experience. See G. 15. What is important when choosing a management training course to attend? Program contents, Length of course --Well, one of the first things to consider is the contents of the training program. Only by understanding the objective, focus and target audience of the program can we be sure that the program is the right one for us. Otherwise, we will just be 14

wasting our time and efforts. --Apart from that, the length of the course should not be neglected either. The longer a course is, the more knowledge and skills you can learn from it. But you should also consider the impact a long training course has on your working and family life. The golden mean will be to strike a balance between the two. 16. What is important when planning health and safety training? Selecting topics, Selecting staff to attend -- Well, one of the first things to consider is to select topics for the training. Only by choosing the appropriate topics can we be sure that the program is the right one for the staff. Otherwise, we will just be wasting our time and efforts. --Health and safety is something that should concern many different departments in a firm. As a result, we should involve not only people directly related to manufacturing, say, Production and Quality Control, but also Marketing, After Sales Service, and R & D in order to enhance awareness throughout the company. HR 人事题 17. What is important when dealing with a heavy workload? Time management, Sharing tasks --Well, the first thing to consider is time management. When a heavy workload is at hand, we should always start early, in order to meet deadlines. Also we can resort to technology, such as software, to speed up the processing of certain routine tasks. And we must not neglect the ordering of priorities in that time should be planned according to the importance of the tasks we need to deal with. But most importantly of all, we should allocate blocks of time to specified tasks, so as to have a definite idea of when we should complete a certain task. --On the other hand, sharing tasks with a colleague is also worth mentioning. Sometimes stress at work does get out of control. In such cases, we should seek help from other colleagues so as to finish our work in time. And whenever necessary, we can also reciprocate the favor. 18. What is important when introducing a reward system for staff? Purpose of the reward system, Types of reward offered --At the first stage, the purpose of the reward system should be determined. Is it to show appreciation for staff’s contribution to the firm? Or is it an effort to enhance staff productivity and performance? Or is it a way to reinforce loyalty and commitment to the company? Whatever the aim, it must be clarified before introducing the reward system. -- After purpose, we should not ignore the types of reward offered. Some companies offer cash prizes and salary increases in addition to the usual promotions. Still others provide staff with free holidays or useful training programs. And more sophisticated firms often supplement these with some form 15

of non-material recognition, say, an ‘Employee of the Month’, or ‘Employee of the Year’ award certificate. 19. What is important when aiming to reduce staff turnover? Financial incentives, Career structure --To begin with, we should not underestimate the importance of financial incentives. Not just salary. We should not ignore other financial rewards in the form of fringe benefits. Some companies offer housing allowance, car allowance, children’s education allowance in addition to salaries. Still others provide staff with free health club and cafeteria. And high tech firms often supplement salaries with stock options. -- Last but not least, career structure is no small factor either. A firm with a flexible career structure allows staff members to work his way to the top of the corporate ladder. That will give employees not only enough room for personal growth, but also better financial rewards. As a result, employees in such companies are more likely to achieve a better level of job satisfaction. 20. What is important when motivating staff? Financial benefits, Career development opportunities See II-19. Sales & Marketing 营销题 21. What is important when developing new products? Market research, Costs involved, Pricing --One of the most important things to consider is market research. Market research can help determine your target market, or the target group for your products. This refers to the age group, education group, and income group likely to purchase your products. And through market research, you can also find out about their habits and attitudes, say, what TV programs and newspapers are their favorite. For instance, if you are marketing a product for the teenagers, you’d achieve good results if you have your commercial inserted into sitcoms such as ‘Friends’ popular among this group. Just those gorgeous teen idols are convincing enough. --On top of that, Costs involved are not to be neglected, either. Here, costs involve not only direct cost, such as production costs, but also indirect ones, such as R & D costs required to develop the new products from scratch, as well as marketing and advertising costs in order to promote the new product to potential customers. --Last but not least, well, pricing is another key factor that must be taken into account. In addition to the costs mentioned above, manufacturers must decide on an appropriate profit margin as a return on their investment. But it is also important to consider the competitors’ prices and the local average spending level or the purchasing power of your target group. If your pricing is too out of touch with reality, your new products are unlikely to survive the keen competition. 16

22. What is important when aiming to reach new markets? Market research, Advertising See 21. --But more than that, advertising is also an important factor to consider. Advertising can take many forms. We can choose traditional media such as TV, radio, newspapers or periodicals. Even among these, those with a large circulation or wide coverage are the most desirable. To achieve a stronger visual impact, we can even use some usual methods, say, flying an advertising balloon above the city. Sometimes, we need to sponsor local celebrities, such as athletes, movie stars, or media personalities, in order to achieve immediate and durable publicity. 23. What is important when marketing a new product? Holding a presentation, Distributing questionnaire --First of all, what you can do is to hold a presentation. This is useful for the launching of your new product, because it will give much useful information in an objective manner. The shortcoming of this method is that a presentation will normally only attract people in your industry, and it will be hard to reach wider circles of potential customers. --The next thing to do is to distribute questionnaires. Questionnaires can help determine your target market, or the target group for your products. This refers to the age group, education group, and income group likely to purchase your products. And through questionnaires, you can also find out about their habits and attitudes, say, what TV programs and newspapers are their favorite. 24. What is important when selling a new product? Price, Quality, Advertising See II-21, 22. -- Besides, it’s also very important to emphasize the quality. No matter how exciting our advertisement is, quality is still the lifeline of any business. Otherwise we can only expect to lose our clients in the long run. So in this aspect, we must not make any concessions, and lower prices cannot be a valid mitigating factor, either.

25. What is important when retailing the product? Relationship between retailers and consumers, The quality of the products See II-24. --First of all, we should pay close attention to relationship between retailers and consumers. A retailer’s demand comes from two groups: new customers and repeat customers. Beyond designing strategies to attract new customers and create transactions with them, companies should retain current customers and build lasting customer relationships. In my opinion, the key to customer retention is superior customer value and satisfaction. 26. What is important when setting prices for new products? Production costs, Competitor’s prices See II-21. 17

27. What is important when advertising a new product? Target markets, Choice of media See II-21, 22. 28. What is important when planning an advertising campaign? Market research, Selecting appropriate media See II-21, 22. 29. What is important when deciding on packaging for products? Image, Production Process See J. 30. What is important when exporting goods or services for the first time? Professional advice, Personal contacts --To staff off, seeking professional advice may be an important first step. Undoubtedly, there are many business and legal regulations related to export. But as a novice in this area, it is impossible to fully understand all the details involved. Professional advice then becomes an indispensable way to avoid expensive mistakes. --Last but not least, the number of personal contacts is no small consideration either. Networking has now become an important aspect in the modern business world. The more people you know, the easier it will be for you to market products, to expand your customer base, and to close deals. The same can be said when export business is concerned. Customer Service 客服题 31. What is important when monitoring the quality of service provided? Feedback from customers, Checking sales figures --To begin with, feedback from customers cannot be overlooked. There are several ways to obtain customer feedback. For instance, we can distribute questionnaires to customers and then collect them. Some companies even put a customer response card in the product package. Setting up a helpline service or customer email service is also an fast and effective means of keeping in touch with customers. --Another vital thing to do is to check sales figures. Sales figures are normally strongly correlated to the quality of service provided. In today’s competitive business environment, a firm with poor service standards will suffer the drain of repeat customers almost immediately, and perhaps permanently. Therefore, any sign of declining sales figures should serve as a warning signal to people in charge of customer service. 32. What is important when aiming to improve customer service? Staff training, Customer satisfaction surveys -- Another vital thing to do is to train staff who deal with customers. In today’s 18

competitive business environment, a firm with poor service standards will suffer the drain of repeat customers almost immediately, and perhaps permanently. Staff training should thus stress appropriate appearance, basic courtesy, good manners, as well as patience and a positive attitude. -- Having done staff training, customer satisfaction survey cannot be overlooked, either. There are several ways to do this. For instance, we can distribute questionnaires to customers and then collect them. Some companies even put a customer response card in the product package. Setting up a helpline service or customer email service is also an fast and effective means of keeping in touch with customers. 33. What is important when dealing with complaints from clients? Offering an apology, Suggesting a solution to the problem --Well, the first and most important step to take will be an apology. Whatever the cause of the complaint, the firm must first show the customer its sincerity in resolving the issue. An unapologetic attitude on the firm’s part would only reinforce the negative view the customer already holds. --Suggesting a solution to the problem, on the other hand, is also necessary. Sometimes, the problem can be fixed by taking some minor steps. On other occasions, some forms of financial compensation, say, a coupon or voucher, is warranted if the customer has sustained a heavy loss. In any case, a follow-up investigation is should be conducted to identify the true causes of the complaint and preventive measures be taken to prevent its reoccurrence. Planning 规划题 34. What is important when choosing new office equipment? Prices and discounts, Brand names --To begin with, like in many other things in the business world, price is the primary consideration. It is often said that you always pay for what you get, but you don’t always get what you pay for. While excessive costs can be a big minus, extremely low prices may not necessarily be a good thing either. We really have to decide what our budget is and then look at the price-quality ratio. --Another important factor to take into consideration is the brand name. Without doubt, brand name products are far more expensive than generic ones. But usually, brand name products carry an assurance of quality and better after sales service pledges. Also prestige plays an important role in the choice. In any case, it is better to strike a balance between reputation and utility. 35. What is important when founding a new branch? Location, Size See D. 36. What is important when choosing business premises to rent? Location, Length of contract 19

See D. 37. What is important when choosing a company site? Location, Price See D, II-34. 38. What is important when relocating a business? Local workforce available, Location of site See D. --On top of that, local workforce available is no minor factor either when relocating a business. If an area has an abundant supply of highly skilled professionals in your industry, you are more likely to recruit the best candidate for any job. That will help reduce business costs and enhance productivity. 39. What is important when planning the layout of a new store? Attractiveness, Security of goods --For one thing, attractiveness is probably the single most important factor in store layout. In today’s competitive business environment, any store owner must try his or her best to make the store appealing, stylish, and cozy in order to attract customers into the store. Only then is there a possibility of creating transactions with the customers. --That said, security of goods should also become a consideration. Certain store layouts allow customers close access to goods. That’s reasonable because customers would buy the goods only if they have seen them clearly. Yet for precious or fragile goods, such as jewelry or porcelain, there should always be some forms of protection, say an alarm, to prevent theft or damage. Communication & Socializing 交流社交题 40. What is important when deciding whether to attend a conference? Venue, Speakers --To begin with, venue is an important consideration. Some conferences have good topics, but unfortunately are held overseas. This means significant cost and time commitment on the part of the participants. Also it is a question of opportunity cost. Sending staff to a faraway conference may mean the loss of product work time in the firm. --Besides, we should also take into account who the speaks are at the conference. If the speakers are renowned scholars or executives of the leading firms in your industry, it is almost always worth your time and money to attend the conference. On the other hand, if the quality of the speakers is less than satisfactory, you should think twice before you decide to attend. 41. What is important when exhibiting at a trade fair? Quality of display, Staff selected --For one thing, the quality of your display is probably the single most important factor at a trade fair. In today’s competitive business environment, any fair participant must try his or her best to make the stall appealing, stylish, and cozy in order to attract potential customers. Only then is there a possibility of creating 20

transactions with the customers. --Beyond that, it is also vital to consider staff selection. For an important fair or exhibition, it is better to staff an experienced employee, as a junior or inexperienced staff member might inadvertently hurt company’s image. Besides, experienced staff members might help the company attract new clients at the fair and even conclude potential deals. 42. What is important when entertaining clients? Types of activities, Cost See II-21. --First of all, we must decide on the types of activities for the clients. Light sporting activities, such as golf and bowling, are a good choice because they allow easy communication and interaction with the clients. For clients coming from overseas, local sightseeing isn’t a bad idea either. Also a business lunch or dinner is without exception the routine in most firms. 43. What is important when entertaining foreign business clients? Venue for entertainment, Cultural difference --To begin with, the venue for entertainment should be determined. Is it going to be on the golf lawn, or in the fitness center? Or maybe the venue would be some places of interest or simply a good restaurant? See II-42. -- Another factor to consider is the cultural difference between you and the foreign clients. That will help avoid some very, very expensive mistakes on account of cultural conflicts. The Matsushita Firm of Japan learned this at a price, when they, without knowing the negative connotations of the word in the US, first launched their products under the brand name of “National’. Only when they switched to ‘Panasonic’ did the flat sale become brisk. 44. What is important when planning a presentation? Finding out about the audience, Researching the topic --To begin with, the presenter must try his best to find out about the audience. This refers to the age group, education group, and income group of the vast majority of your audience. And you can also find out about their habits and attitudes. An audience composed of teenagers should be treated totally differently from another consisting of company executives. --Another important thing the presenter should do is to research the topic thoroughly. This may be done in many ways. For example, the presenter can use materials in newspapers and international business magazines, say Wall Street Journal, Fortune, Forbes, Economist, and Businessweek. Collecting information from the internet is also a neat idea. Of course, if possible, the best way is simply to do some real life research, although that may take a considerable amount of time. 45. What is important when choosing a business club to join? Number of members, Types of events, Cost of joining 21

--First of all, the number of members is no small consideration. Networking has now become an important aspect in the modern business world. The more people you know, the easier it will be for you to market products, to expand your customer base, and to close deals. The same can be said when a business club is concerned. --What’s more, we must also look at the types of events. Light sporting activities, such as golf and bowling, are welcome because they allow easy communication and interaction with business contacts. Some other clubs also sponsor charity events for the local community, something favorable for the corporate image. Also business lunches or dinners are without exception the routine in most clubs. See II-21. Production 生产题 46. What is important when aiming to improve production quality? Up-to-date equipment, Staff training --Well, first of all, up-to-date equipment is essential. Nowadays with the development of new technology, production equipment becomes obsolete much more rapidly. Although frequent changes of equipment might be a heavy cost burden, this is also the only choice if the manufacturer wants to stay ahead in the market. -- Another vital thing to do is to train staff to use the equipment. Without training, staff cannot become familiar with the equipment. And thus, it is more likely that the new equipment will be damaged during usage. Training will not only reduce repair costs but also help staff become highly skilled workers. 47. What is important when aiming to reduce production costs? Efficiency of production line, Cost of raw materials --Well, one the first and foremost things to consider is efficiency. Improvement of efficiency will significantly reduce production downtime and enhance productivity. As a result, the same input will produce more output. To put it another way, efficiency will lead to the reduction of unit cost. See C. Project Management 计划管理题 48. What is important when managing a project? Encouraging teamwork, Keeping to schedule --Well, one the most important things to consider is teamwork. No single person is almighty. The strength of a group is almost always greater than the individuals. Encouraging teamwork will not only enhance staff members’ interpersonal skills, but also foster collaborative spirits in everyday work. This is especially true when project management is concerned. --Another important thing to keep in mind is keeping to schedule. When a heavy 22

workload is at hand, we should always start early, in order to meet deadlines. Also we can resort to technology, such as software, to speed up the processing of certain routine tasks. And we must not neglect the ordering of priorities in that time should be planned according to the importance of the tasks we need to deal with. But most importantly of all, we should allocate blocks of time to specified tasks, so as to have a definite idea of when we should complete a certain task. Competition 竞争题 49. What is important when dealing with competition? Pricing policies, Advertising strategies See II-21,22. Transport 交通题 50. What is important when choosing transport for a business trip? Convenience, Costeffectiveness --Well, for one thing, we should choose convenient transportations. For overseas trips, air travel is almost always necessary. But in the case of short distance trips, driving should be the most practical. Obviously, driving to the airport just to take an one-hour flight is hardly worth the effort. See II-21. *

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BEC III Part 2 Questions: Career 职业题

1. Career Development: how to fill a key vacancy 2. Career Development: how to make preparations when starting a new job See II-2, 4. 3. Career Development: the importance of effective preparation when starting a new job --Well, effective preparation can, first of all, help you settle into the job quickly. If you have done some research on your new company and have studied your job description carefully, you will have a head start in your new post. Moreover, preparation will help clarify your objectives and responsibilities. --Besides, good preparation also puts you in a better position to make learning curve adjustment so that you can learn new things rapidly and effectively. That will help boost your productivity and performance. Maybe you will soon be pleasantly surprised when your enhanced efficiency is translated into an unexpected promotion. 23

4. Career Development: how to decide on a career change See II-5, F. --Flexible work schedule might also be an important consideration for some people in changing jobs. As we all know, regular 8 to 5 schedules make it impossible to take time out to do anything else. Working mothers, for instance, might want to switch to a flextime position in order to take care of their small kids. The same applies to young staff members who intend to pursue a higher degree. 5. Career Development: how to aim for promotion effectively See II-6

6. Career Development: how to acquire a variety of skills in your career --To acquire different skills in your career, continuous training is a best approach. Good training programs will not only teach specific knowledge or skills, but also point out the right methods for future learning. With new technologies constantly emerging, the ‘half-life’ of knowledge or skills have shrunk considerably. Thus more and more people are realizing the importance of life-long learning in their career. -- Reading books and consulting colleagues would also be effective for skill acquisition. These methods do not require formal study like a training program, but they often teach you more practical know-hows in a simple and direct manner. But one thing is the same, any effort to learn new skills always require the investment of time and hard work. 7. Career Development: the importance of acquiring a range of skills throughout your career 8. Career Planning: how to assess the career opportunities provided by different types of companies See III-4. 9. Career Planning: the importance of evaluating different career opportunities --To begin with, a thorough evaluation of different jobs at different firms will give you a clear picture of the industry. You will get an idea who the industry leader is, whether the market in your line of business is already saturated, and what the prospects are in a new company. --On top of that, a good assessment will contribute to rational career planning as a wise decision can only be arrived at after careful study and investigation. This is no small matter since a good career choice will affect your personal growth for years to come and your career path in the long run as well. --Last but not least, a careful evaluation will probably lead to greater job satisfaction as you are fully aware of the pros and cons of your new job. 10. Career Planning: the importance of having a career plan in order to achieve high levels of success at work --Well, first of all, planning a career path is a useful motivator. Aspiring to achieve 24

a position above the present one is natural. Whether the planned career path to a higher position involves obtaining a series of promotions within the firm or switching to a different firm, having a career plan by itself will more likely motivate employees to put on their best performance. --What’s more, a career plan can also serve as a realistic and pragmatic guide to the future. Well, I mean that a career plan should be achievable, so to speak. If everyone plans to be president of the company, most plans would not materialize. This can cause disappointment and frustration. A preferable career plan 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. 11. Recruitment: the importance of having a good CV (curriculum vitae) 12. Recruitment: how to prepare for a job interview See II-2,3. 13. Recruitment: the importance of good preparation for a job interview See II-2,3. 14. Recruitment: how to ensure that the best candidate for a post is selected See G. 15. Recruitment: the importance of selecting the best candidate for a position --Well, one the first and foremost benefit of choosing the best candidate is better productivity. The candidate with the right skill, qualification and experience can not just do well in his own post, but also contribute enormously to the company in terms of productivity and overall performance. --Another reason to choose the best candidate is for competition’s sake. In today’s competitive business environment, any company must try his or her best to get all the best people possible in order to survive and prosper in the market. This is especially true in the case of senior executives. Many among them, such as Lee Iacocca of Chrysler, have single-handed transformed their companies. 16. Recruitment: how to ensure that job advertisement attract appropriate applicants --To begin with, choice of media must be carefully considered. Normally, an employer should always choose publications with targeted readership to place a job ad. Ideally, the publication also enjoys a large circulation. For instance, if you intend to hire an experienced electrical engineer, placing a want ad in a well-known journal of the electronics industry would probably be quite effective. --Having decided on the publication, the employer should then endeavor to make the job description in the ad clear and precise. Desired qualification, skill and years of experience should be unambiguously emphasized. It is also better to state the approximate range of salary in order to avoid misunderstanding. --Last but not least, timing is another important factor. Most professionals change their jobs at the end of a fiscal year after getting last year’s bonus. In contrast, relatively few people switch firms in the middle of a year. Therefore, it is probably 25

better to place an ad some time before the year end to attract good employees. 17. Recruitment: how to organize an effective recruitment drive --To begin with, the first vital thing to do is labor source analysis. Potential employers should first do some research of the university where the drive will take place. What companies did its previous graduates go? What kind of jobs were most popular? What is the reputation of the school? What is the overall quality of the students? These are some of the questions that should be asked. --Recruitment advertising is another indispensable consideration. Without advertising, few people would know about the drive. A recruitment drive cannot be considered useful if only a few people show up. And for the employer, choosing the best candidate in a small applicant pool is going to be very difficult. --Of course, we shouldn’t forget the last factor: good preparation. To organize a successful drive, many things, including minor details, must be taken into account. For example, we ought to decide on the venue, date and time for the venue. Also it is necessary to consider which staff members should be sent. Some companies also print name cards and illustrated brochures in advance for the sake of better publicity. HR 人事题 18. Personnel Management: the importance of providing employees with clear job descriptions --Well, one the first and foremost benefit of providing staff with clear job descriptions is better productivity. When an employee is provided with a job description, there should be nothing unclear about his objectives. He will also understand what his responsibility is and what is not. This will significantly reduce wasted time and effort, which in turn can enhance productivity and overall performance -- Another obvious advantage of a job description is better time management. With a job description at hand, we are less likely to neglect the ordering of priorities. That is to say, time should be planned according to the importance of the tasks we need to deal with. More importantly, we will also learn to allocate blocks of time to specified tasks, so as to have a definite idea of when we should complete a certain task. 19. Personnel Management: how to effectively motivate staff --To begin with, employees tend to be more motivated if they are offered compensation and benefits that are tied to their performance. Some companies offer housing allowance, car allowance, children’s education allowance in addition to salaries. Still others provide staff with free health club and cafeteria. And high tech firms often supplement salaries with stock options. All these are all frequently used incentives. --On top of that, more flexible work schedules can also serve as an important motivator. See 26

III-3. --Moreover, better job security is not a minor consideration either. That’s because job security offers peace of mind to staff members and therefore can significantly motivate staff to enhance a firm’s productivity. As a result, many leading firms, such as Intel and GE, now identify job security for key staff as one of their main goals. Not surprisingly, these are some of the best performing firms anywhere in the world. --Last but not least, there should be more employee involvement programs. Here, what I mean by involvement is to let staff at all levels participate in the improvement of the firm’s management and administration. Many firms have introduced staff suggestion schemes to encourage staff members to express their opinions and concerns. And they have been amply rewarded in the process. Also see II-5 (promotion opportunities)

20. Personnel Management: the importance to a company of having well-motivated staff ----Well, one the first and foremost benefit of having well-motivated staff is better productivity. When an employee is highly motivated, there should be nothing to prevent him from devoting himself to the job. He will also be very proactive in the approach to his responsibilities. This will significantly reduce wasted time and effort, which in turn can enhance productivity and overall performance --There is another often neglected point I would like to mention here. A wellmotivated staff will show greater loyalty and commitment to your company since a high level of motivation usually is a result of satisfaction with the job and the firm. Company loyalty in turn will greatly reduce turnover level and help retain the best brain needed by the firm. --Finally, if everyone is very motivated at work, staff morale in the firm will also be boosted. Just imagine: if everyone around you is so driven and enthusiastic, how can you possibly be immune to that atmosphere? We are most likely to make the most of our talents and achieve our personal best in such an environment. 21. Personnel Management: how to reduce staff turnover level See III-19. 22. Personnel Management: the importance of effectively reducing staff turnover See III-20. 23. Personnel Management: the importance of enhancing staff retention See III-20. 24. Staff Management: how to achieve and maintain high motivation among a workforce See III-19. 25. Staff Management: how to effectively evaluate staff performance See II-31. 26. Staff Management: the importance of assessing staff performance effectively 27

----Well, one the first and foremost benefit of assessing staff performance effectively is better productivity. See III-20. --On top of that, accurate assessment of staff performance can be used as a criterion for possible promotions. This is especially true when selecting senior executives for the firm. We really have to look at the long-term performance of an individual in order to pass judgment on his caliber, work ethics, attitude, and loyalty to the company. --Finally, if staff performance is effectively and frequently assessed, any mistakes can be quickly corrected, and good practices can be introduced regularly. Such adjustments are good for the long-term growth of the company. And employees are most likely to make the most of their talents and achieve their personal best in such a positive environment. 27. Human Resources: how to ensure that staff at all levels receive appropriate feedback on individual performance --First of all, we must make sure staff can receive feedback in a variety of ways. The most commonly used methods for this purpose are written letters and emails informing staff of the feedback. While these are effective, there is something impersonal about them. As far as I’m concerned, a face-to-face talk between the employee and supervisor would be a much better way, as it allows open and direct communication to take place. --Another point worth mentioning is the timing of feedback. Some firms give staff feedback too infrequently to be of any use. Ideally, feedback should be given at regular intervals, say, every other week or every month. If staff receive timely feedback on their performance, any mistakes can be quickly corrected and good practices can be introduced regularly. Such adjustments are good for the long-term growth of the company. And employees are most likely to make the most of their talents and achieve their personal best in such a positive environment. 28. Human Resources: the importance of providing staff with appropriate feedback See III-26. 29. Human Resources: how to introduce a reward system for staff See II-18. --Last but not least, evaluation methods must be determined in advance. Generally speaking, evaluation should be based on performance in the job. For instance, in assessing staff performance in sales and marketing, sales figures would be the most useful criterion. In the case of production department, efficiency in production should be considered. Of course, there are certain posts whose performance cannot be made on a quantitative basis, say, after sales service. The company has the duty to ensure fairness to all staff members. 30. Human Resources: the importance of having an incentive scheme in place for a 28

company See III-20. 31. Human Resources: how to select the right staff for promotion See G. 32. Human Resources: the importance of promoting appropriate staff See III-15. 33. Human Resources: how to provide effective support for new members of staff See II-2. 34. Human Resources: the importance of providing new staff with effective support See III-18 (productivity), 20(loyalty), 26(morale), also See III-3. 35. Human Resources: how to involve staff in the long-term decision-making of a company See Part 3 Dialogue: Staff Suggestion Scheme. 36. Strategic planning: the importance of involving staff in setting the objectives of a company’s business plan See III-18 (productivity), 20(loyalty), 26(morale) 37. Teamwork: how to choose people to work in teams See G. --Also it might important to consider the compatibility of these people. Obviously young staff have different interests from more senior employees. And while some people are very outgoing while others are more introverted and reserved. Of course, diversity in personality can be an asset. But if people don’t get on well at all, it is difficult to work together. Time Management 时间管理题 38. Time Management: how to plan work time effectively See II-48. --When a heavy workload is at hand, we should always start early, in order to meet deadlines. This is a most basic point, yet many people tend to forget all about it when under a huge amount of stress at work. --Also we can resort to technology, such as software, to speed up the processing of certain routine tasks. For example, before the invention of spreadsheet like Excel, an accountant’s work was almost insufferably slow and tedious. But with the introduction of information technology into the accounting profession, a revolution has taken place with regard to how time is used. --And we must not neglect the ordering of priorities in that time should be planned according to the importance of the tasks we need to deal with. But most importantly of all, we should allocate blocks of time to specified tasks, so as to have a definite idea of when we should complete a certain task. 39. Time Management: the importance of planning work time effectively 29

See III-18 (productivity) --Besides, good planning of work time can reduce your stress level, something very common in today’s business world. While some normal stress is inevitable and is even said to induce high performance, an excessive level of stress can lead to physical and mental health problems. On the other hand, rational planning of time can allow you to live with a packed schedule without breaking down. --Last but not least, good time management will probably lead to greater job satisfaction and better quality of life. If your life is all about meeting deadlines at work, before long you will be fed up with your job and your life will be totally colorless. Of course, there is, and should be, more than just work to life. That’s only if you can manage your time well. 40. Time Management: how to manage a heavy workload effectively See III-38. Also see II-17(Sharing tasks) 41. Time Management: the importance of being able to manage a heavy workload effectively See III-39. 42. Time Management: how to ensure punctuality in all aspects of work See III-38. Also see II-17(Sharing tasks) 43. Time Management: the importance of punctuality in all aspects of work. See III-39. 44. Life Skills: how to cope with stress at work See III-38. Also see II-17(Sharing tasks) 45. Life Skills: the importance of being able to cope with stress in a job See III-39. Training 培训题 46. Communication Skills: the importance of foreign language training for selected employees --To begin with, it is very common nowadays for a firm to seek to establish a global presence. In other words, firms are actively looking for opportunities to break into the international market. As a result, it is often necessary to open branches or representative offices overseas and post staff abroad. For these expatriates, foreign language training is an indispensable part of preparation in order to be successful. --Even for those firms that have no intention of going global, there is still a possibility of dealing with foreign clients. Needless to say, foreign language training for staff can be very useful in order to communicate effectively with foreigners. This is especially true when you attend a trade fair, an exhibition or a conference involving foreign clients. 47. Training: how to run an effective sales(management, language)training program for 30

employees See II-14,15,16. Also can you try discussing 1. reputation of the course provider, 2. qualification of the training personnel, 3. time, 4. location, 5. whether the training leads to a formal qualification for the participants. 48. Training: how to choose a management training course to attend See III-47. 49. Training: the importance of a cumulous programme of staff training within a company See III-18 (productivity), 20(loyalty), II-6 --Lastly, to acquire different skills in your career, continuous training is a best approach. Good training programs will not only teach specific knowledge or skills, but also point out the right methods for future learning. With new technologies constantly emerging, the ‘half-life’ of knowledge or skills have shrunk considerably. Thus more and more people are realizing the importance of life-long learning in their career. 50. Training: how to monitor internal staff training schemes effectively --To begin with, the training scheme can be monitored by listening to staff feedback. Staff can be invited to comment on whether the objective is clear, whether the content is current and relevant, whether the training personnel is competent, and whether the overall quality of the training program is acceptable. --Next thing we can do is to conduct some testing and evaluation. This is especially useful in the case of foreign language training. An objective multiple choice exam will tell the firm how much progress the staff have made and whether the money invested in training is well spent. --Finally, we can also assess staff performance. For instance, if staff productivity and performance have improved considerably after a time management training program, we can safely conclude that the effort is not wasted. Otherwise, the company might have to think twice before conducting a similar training program in the future. 51. Staff training: how to evaluate the effectiveness of company training programmes See III-50. 52. Staff training: the importance of assessing the effectiveness of training programmes See III-18 (productivity) --The next reason why an assessment is needed comes from financial considerations. An objective multiple choice exam will tell the firm how much progress the staff have made and whether the money invested in training is well spent. Likewise, if staff productivity and performance have improved considerably after a time management training program, we can safely conclude that company’s money is not wasted. Otherwise, the company might have to think twice before conducting a similar training program in the future. 31

--Finally, if effectiveness of training programmes is assessed, any mistakes can be quickly corrected, and good practices can be introduced regularly. Such adjustments are good for the staff involved. And employees are most likely to make the most of their talents and achieve their personal best in such a positive environment. Sales & Marketing 营销题 53. Market Research: how to find out about customers’ habits and attitudes See II-23(questionnaire), 31(feedback) 54. Market Research: the importance of finding out about customers’ habits and attitudes --A company’s demand comes from two groups: new customers and repeat customers. Beyond designing strategies to attract new customers and create transactions with them, companies should retain current customers and build lasting customer relationships. In my opinion, by finding out about customers’ habits and attitudes, a company can successfully reinforce and expand its customer base. --Also finding out about customers’ habits help a company focus on its target market. This refers to the age group, education group, and income group likely to purchase your products. You may be able to find out, say, what TV programs and newspapers are their favorite. For instance, if you are marketing a product for the teenagers, you’d achieve good results if you have your commercial inserted into sitcoms such as ‘Friends’ popular among this group. Just those gorgeous teen idols are convincing enough. --Finally, customers’ habits and attitudes can give, and indeed did give, many companies inspirations in the development of new products and in the upgrading of existing products. Such inspirations can be passed on to Quality Control and Research & Development to give the company in question an edge over its competitors. 55. Market Research: how to conduct market research effectively See II-21,22,23 (Target Group, Pricing, Media choice) 56. Market Research: the importance of doing market research before launching a new product or service See 54. 57. Market Research: how to carry out market research for company growth See II-21,22,23 (Target Group, Pricing, Media choice) 58. Market Research: the importance of carrying out market research for company growth See 54. 59. Product Promotion: how to make effective use of the media when promoting a new 32

product or service See II-21, 22,23(Target Group, Media choice) 60. Product Promotion: the importance of selecting appropriate members of staff to attend exhibitions See II-41(image, potential deals). Also see II-11(networking) 61. Product Promotion: how to select appropriate members of staff to attend a trade fair\ See G. 62. Product Promotion: how to promote an imported brand 63. Product Promotion: the importance of effective use of media in promoting a new product See 65. 64. Advertising: how to advertise a new product effectively See II-21,22,23 (Target Group, Media choice) Also see J. 65. Advertising: the importance of effective advertising --First of all, effective advertising is good for a firm’s corporate image. Some famous advertisements or commercials are remembered as classics even after many years. This does not just benefit a specific product. The company that produces this product also gains from this goodwill (intangible assets). Indeed, nowadays some firms even advertise just the brand name, without mentioning any particular product. Because they know in this way, all their products will benefit. --A company’s demand comes from two groups: new customers and repeat customers. Beyond designing strategies to retain current customers and build lasting customer relationships, firms should also try to attract new customers and create transactions with them, In my opinion, effective advertising is the best way to reinforce and expand a company’s customer base. --Last but not least, good advertising can boost a firm’s income instantly. As mentioned above, advertising will attract more new clients. With the larger customer base, the company is bound to have more diversified revenue streams and profits will rise along the away. 66. Advertising: how to plan an advertising campaign See II-21,22,23 (Target Group, Media choice) Also see J. 67. Advertising: how to select a suitable agency to handle a company’s advertising See G. (but can’t use personality). Also see II-11(Number of contacts), 12(Capital), 13(Reputation). 68. Advertising: the importance of selecting an appropriate advertising agency See III-65. 69. Advertising: how to achieve a strong visual impact in advertising See II-21,22,23 (Target Group, Media choice) Also see J. --Well, let’s look at a celebrated example of masterly use of visual impact. Calvin 33

Klein, the famous attire and perfume maker, used to have a gigantic poster board erected in the middle of Times Square in New York City. On the board, a black and white photo of a semi-nude male model wearing Klein pants grabbed every passer-by’s attention. The whole message was conveyed subliminally without words. That probably explains why today Calvin Klein has such a huge market share in men’s wear. 70. Advertising: the importance of stereotypes in advertising 71. Sales: how to choose a new sales agent See G. Also see II-11(Number of contacts), 12(Capital), 13(Reputation). 72. Sales: the importance of brand image in ensuring that products or services sell well See I, J. --Brand image can also help a firm establish its market niche. A good example to illustrate this would be the famous Rolls Royce. As is widely known, they don’t sell it to everybody who is able to come up with the money. First of all, they will check your background and make sure your social status, not the size of your wallet, fits in the prestigious and exclusive club of Rolls Royce owners. In this way, they successfully made Royce Rolls a status symbol rather than just a tool of transportation. This teaches us a lesson: you don’t use mass-oriented products to attract upscale clients. 73. Sales: how to ensure that price levels for new products are set appropriately See II-21. 74. Sales: the importance of pricing a new product or service appropriately See III-65(the latter two points: customer base, profits) --In the final analysis, prices for a new product must be set carefully, because it is also important to consider the competitors’ prices and the local average spending level or the purchasing power of your target group. If your pricing is too out of touch with reality, your new products are unlikely to survive the keen competition. 75. Sales: how to sell a product effectively in international markets See II-21,22,23 (Target Group, Pricing, Media choice), Also see N (Matsushita example) 76. Sales: the importance of selling products in international markets See III-65. Also see N. (first two points) 77. Marketing: how to ensure that agents maintain a high level of effectiveness when representing a company See III-19. Also see II-31.(Customer feedback). II-32(agent training) 78. Marketing: the importance of ensuring a high level of performance by sales agents See III-65. 79. Marketing: how to sell products on the world wide web See II-21,22 (Target Group, Pricing) Internet users are normally more affluent than regular shoppers. So you can also discuss this point. 34

--Last but not least, to sell anything on the internet, we must also deal with the logistics. Finding a suitable web address is only the first step. Regular maintenance work is also required. Then the online product catalogue should be designed, preferably by professionals. Of course, we shouldn’t forget the most important thing – deciding on the payment methods, cheque, credit card, or bank transfer, as cash is out of the question on the web. 80. Marketing: the importance to a company of offering its products on the world-wide web --The first benefit of selling on the web is a larger customer base. Everyone who has access to the internet is potentially your customer. And you can even have your long desired global presence since any web surfer can read your homepage. That will possibly increase your sales volume and your profits. --On top of that, offering products on the web can help you save costs. A store in the real world is expensive to support as you need to pay rent, maintenance charge, public utilities and so on. But a virtual store incurs none of these costs. --Lastly, a virtual store can offer customers a much larger selection. Take the famous online bookstore Amazon.com as an example. It stocks between 3 to 4 million titles at any time, while the traditional bookstore in your neighborhood carries less than 10,000. 81. Marketing: how to reach new markets See II-21,22,23 (Target Group, Pricing, Media choice) 82. Marketing: the importance of entering new markets See III-65. 83. Marketing: how to package products appropriately --First of all, the manufacturer should make sure the package is robust. If the package is easily damaged in transit or during shelving, that will increase the overhead for the retail organization. This is especially true for fragile merchandise. --Also important is how attractive the package is. Increased competition and clutter on retail store shelves means that packages now must perform many sales tasks -from attracting attention, to describing the product, to making the sale. Among these, the first one is undoubtedly the most crucial function. Companies are realizing the power of good packaging to create instant consumer recognition of the company or brand. In this highly competitive environment, the package may be the seller’s last chance to influence buyers. It becomes a “five-second commercial”. Also see II-14(Cost) 84. Marketing: the importance of packaging products appropriately Customer Service 客服题 85. Service: how to monitor the quality of service provided 35

See II-31. 86. Service: the importance of monitoring the quality of customer service See III-65. 87. Customer Relations: how to maintain customer interest in a company’s products 88. Customer Relations: how to make customers feel valued See K. 89. Customer Relations: the importance of making customers feel valued See III-65. 90. Customer Relations: how to improve customer service See K. 91. Customer Relations: the importance of improving customer service See III-65. 92. Customer Relations: how to deal with complaints from clients See II-33. 93. Customer Relations: how to maintain competitive customer service See K. 94. Customer Relations: the importance of customer services in maintaining a company’s competitiveness See III-65. 95. Customer Relations: the importance of addressing customers’ complaints appropriately See III-65. 96. Customer Relations: how to set up an effective customer services system See K. 97. Customer Relations: the importance of introducing an effective customer services system See III-65. 98. Customer Relations: how to maintain personal contact with clients See II-31. Also you can talk about personal visits to important clients. Try practicing this. 99. Communications: the importance in business of maintaining personal contact with clients See III-65. 100. Public Relations: the importance to a company of sponsoring well-known personalities from the arts and popular culture See III-65. 101. Public Relations: how to supervise staff who deal with the public effectively See II-31. 102. Public Relations: the importance of adequate supervision and training of staff who deal with the public 36

See III-65. Communication 交流题 103. Communication: how to achieve an effective working relationship between different departments within a company See II-1, 48(teamwork) --I think effective communication links are also quite vital. For example, different departments can set up special email account or use intranet service to provide a platform for the exchange of information. Some departments in certain firms have already gone a step further. They hold joint forums on a wide variety of topics, in order to achieve better synergistic effects. 104. Communication: how to ensure that e-mail is used appropriately by staff for internal and external communications See O. --To begin with, awareness is key. And in order to promote awareness for appropriate email use, the company needs to put it high on the training and staff development agenda. The HR department, say, can sponsor some workshops or seminars on this, or even invite some external experts for this purpose. --Once these procedures are in place, the company then needs to spell out an official code of email usage and ensure that all employees have access to it and can understand it easily. The company then needs to implement an effective and anonymous system of reporting any breaches of this code. Some companies even benchmark their ethical practices against those of industry leaders and see how they’re doing. --I suppose it’s also vital that companies ensure that their senior managers set a good example, ‘walk and talk’ so to speak. If they always use company email for personal purposes why can’t staff? 105. Communication: how to ensure appropriate levels of confidentiality over the long-term staffing plans of a company --To start off, I reckon that a non-disclosure agreement is essential in this case. If the senior management is grooming certain middle manager for future promotion, the two parties should sign such an agreement and specify the penalty for breaching it, in order to prevent any abuse. --The next thing I think should be done is to limit staff involvement. The few people know about this, the better chance confidentiality will be maintained. --Beyond those, keeping relevant documents as classified might also be necessary. This is an extra preventive measure. It may well prove to be worth the effort. 106. Communication Skills: the importance of understanding cultural differences when working in an international environment 37

See II-9. 107. Management: how to run a meeting successfully --First of all, we must set the agenda for the meeting, without which we don’t even know what the meeting should cover. Then such a meeting would be a total waste of time and effort. --Besides, making some preparations is also essential. For instance, a white board, markers, a projector, a flipchart, a laptop computer, a laser pointer and so on are often needed during a meeting. Also all the documents needed in the meeting should be photocopied well in advance. As an icing on the cake, coffee and refreshments are also welcome. --Last but not least, the secretary should keep minutes during the meeting for future reference. Also feedback from the participants can also be collected afterwards. Company Growth 公司发展题 108. Company Growth: the importance to a company of controlling expansion --First of all, too rapid expansion can lead to exhaustion of the company’s financial resources. Business history is full of ambitious companies wishing to make it big, only to end up in cash-strapped situations. You know, these companies rarely recover as they are totally starved for cash. Without enough cashflow, even playing salaries becomes a major problem. --Besides, controlling expansion will not lead to excessive purchase of equipment when business is good. Many companies happily plan on the expansion of their manufacturing bases when there seems to be enough demand in the market. Whenever unexpected events take place, however, the demand can vanish quickly, leaving the new equipment idle in the plants. In order to be rational in equipment purchases, good order forecasting is often necessary. --Also if the company expands at too fast a clip, product quality may suffer as well. This might not seem to be a problem when there is enough demand. But if the corporate image is tarnished due to defective products, the firm is bound to fail in the long-run. 109. Company Growth: how to balance company growth with production capacity 1. rational purchase of equipment. 2. production forecasting, including unexpected events. 3. staff training, in order to enhance awareness. 110. Company Growth: how to ensure that company growth proceeds at the optimum rate See 109. 111. Company Growth: the importance of finding a foothold in international markets for a company See N. 38

Production 生产题 112. Production Management: how to maintain a balance between quality control and speed of production See 109. 113. Production Development: the importance of research and development (R & D) to a company 114. Product Development: the importance of product diversification to the success of a business See N(spreading the risk, economy of scale) Also see III-65. You can use the example of Procter & Gamble, which has many different series of shampoos for different market segments, from low-end to high-end, Pantene for women, Head & Shoulder for dandruff reduction, etc. 115. Product Development: how to decide when it is the right time to withdraw a product from the market --First of all, if the company’s market share is suddenly dropping, it might be time to consider pulling out. There are two possible reasons for this. One or two market leaders could have emerged in your industry and have 50% or more of the market share. The cola business is a good example. Another possibility is the fact that your line of business may simply be crowded. In other words, there are too many indistinguishable manufacturers producing the same products. Everyone has a very small market share and the competition is fierce. It is also better to leave such a saturated market. --Sometimes, it is not a question of market share. Customer preferences can change very rapidly. And if that happens, you may also reconsider the viability of your business. A classic example is the obsolete VCR. No matter how good your technology is, customers just like VCD’s or DVD’s better. You can work against the tide of the time. So this should also be a wise time to withdraw. Finance 财务题 116. Finance: the importance of foreign investment for a company See N. 117. Finance: how to ensure effective financial controls in a company --First of all, using external accounting firms to do audits would be a good method. With few exceptions, cooking the books normally occurs because dishonest staff members within a company. --Another thing we can do is to strength education on business ethics. See O. 118. Financial Management: how to identify ways of reducing costs in a company See Part 3 Dialogue: Cutting departmental costs. 119. Staff Development: how to administer a staff budget effectively 39

See 118. Purchasing 采购题 120. Purchasing: how to evaluate and select new products See II-21 (Price), 24(Quality) 121. Purchasing: how to maintain good relationship with suppliers See III-103(communication links), Also see III-98. 122. Purchasing: how to ensure that stock control systems are run effectively 1: inventory forecast. 2: keep good inventory practices and audits. 3: use of information technology. Project Management 计划管理题 123. Project management: the importance of teamwork for the effective management of projects See II-1, 48(teamwork) 124. Project management: how to ensure inter-departmental cooperation on new projects See 103. Technology 科技题 125. Technology: the importance of computer skills for the workplace of the future See E. 126. Technology: the importance of training staff in how to use new technology when introducing it into the workplace See II-46. 127. Technology: how to plan for the impact of new technology on a company 1: education and training. 2: awareness. 3. good staffing decisions Health and Safety 健康安全题 128. Health and Safety: the importance to a company of having a health and safety policy See M. 129. Health and Safety: the importance of ensuring that all staff are aware of the need for health and safety procedures See M. 130. Health and Safety: the importance of a safe working environment for maintaining staff morale 131. Health and Safety: how to develop a responsible attitude among staff to the health and safety requirement of a company See O. 40

Travel & Transport 旅行交通题 132. Travel: the importance of being aware of differences in appropriate behavior in other cultures

See N. Also see III-65. 133. Travel: how to choose a good hotel when on business trip See III-21 (Price) --It is also important to consider the location. Some people like to be lodged in hotels downtown in order to facilitate business dealings. Other prefer airport hotel as it is easier to come and go. --Facilities in the hotel is also an important factor for some businessmen. Some prefer a fitness club, a clinic in the hotel they stay at. Others even desire spa or Jacuzzi if possible. But the more pragmatic business people will want a business center in the hotel, where they can fax and copy documents. Some better hotels even offer wireless internet connect in their rooms. But of course that comes at a high price tag. 134. Transport Management: the importance to a business of an efficient public transport system See III-21(Cost), 65(image). --Also, if a business has very convenient public transportation at its disposal, it is more likely to attract potential clients. This is especially true for service firms. That’s why so many financial service, consulting and legal services firms are concentrated in downtown Manhattan even if the rental there is among the highest in the world. Of course, a convenient location will also help a firm get good employees. 135. Transport Management: the importance of using environmentally friendly means of transport whenever possible See III-21(Cost), 65(image). Planning 规划题 136. Strategic planning: how to decide whether to purchase or rent company premises See III-21 (Price). Also see III-108(Cashflow problem) International Business 国际商务 137. International Business: the importance of a global presence for a company Business Ethics 商务伦理题 138. Business Ethics: how to encourage ethical behaviour from employees 41

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Part 3 Long Dialogue:(30 seconds preparation, 3 min for BEC II, 5 min for BEC III) Making your own point: As far as I’m concerned To the best of my judgment To the best of my knowledge In my view In my opinion Personally, I think I am convinced that As I see it I feel very strongly that…. It’s clear/obvious to me that It looks to me as if It seems to me It has come to my attention that Developing points: Besides On the other hand Not only that Apart from that And another thing Agreement: I see eye to eye with you on it. You can say that again. You bet. I’m for it. I’m behind you 100%. I couldn’t agree more. That’s a fabulous idea. That’s absolutely true. Absolutely. I think you are absolutely right. I take your point. I couldn’t have put it better myself. I’d go along with you there. I’m with you on that. That’s how I feel too. That’s just what I was thinking. That’s exactly what I think. That’s a good point. Yeah, you are quite right. That’s just how I see it. That’s exactly my opinion. Polite Disagreement: Yes, perhaps. Well, yes. Yes, in a way. Yes, to some extent. Mmm, possibly. Yeah, I agree up to a point. Well, you’ve got a point there. There’s something in that, I suppose. I guess you could be right. Well, I guess you’ve got a point there. I see your point, but… Yes, I suppose so. That’s worth thinking about. Well, that might be the case. Well, the point I’m trying to make is that…. That’s a little far-fetched, isn’t it? I am not so sure. Do you think so? I’m not so certain. I don’t see it that way. Well, it depends. Well, I don’t know. Mmm, I’m not so sure you’re right. I’m inclined to disagree with that. Although it’s true to say….., it’s also true that…. I suppose that’s true in a way, but what I am getting at is that…. (Do not use: I disagree. I disagree with you completely, entirely. I really can’t agree. You are wrong. I can’t accept your opinion. You don’t really mean that, do you? You can’t be serious. Are you kidding?)

Staff Suggestion Scheme

Your company is planning to introduce a suggestion scheme and to encourage members of staff at all levels to contribute ideas. You have been asked to consider ways of setting up the scheme. 42

Discuss, and decide together:  How to set up the scheme so that all staff feel they can contribute How suggestions from members of staff could be evaluated What kinds of rewards would be suitable for suggestions made See II-18 1. open to everyone. 2. employs a variety of means. 3. anonymous. 4. not time-consuming. 5. token reward. 1. popularity. 2. discussion or vote. 3. comparison to current practice. 4. utility and potential  

Staff Suggestion Scheme

A: You know our company is thinking of setting up a suggestion scheme now. （题目 的前一半） B: Yeah, just to encourage members of staff at all levels to put forward some ideas and suggestions. （题目的后一半）Not a bad idea, I must say. （补充性发言） A: So how can we set up the scheme so that all staff members will feel free to contribute? （第一个圆点后的问题，以问句形式提出） B: Well, we should definitely make sure that the scheme is open to everyone, regardless of hierarchy in the corporate ladder. （观点 1） A: You mean the scheme should cover everyone from top management to entry-level new staff members, right? （反诘澄清，非实质性发言） B: You got it. It’s difficult to imagine a scheme like this will be useful without significant input from ordinary folks. （观点 1 发展句） A: That’s how I feel too. ( 呼 应 ) I also believe that we should employ a variety of means in conducting the scheme, say, questionnaires, email communication, and… （观点 2，兼发展句） B: and things like a suggestion box. （打断，观点 2 发展句） A: Cool idea. （ 呼 应 ） But one caveat: all suggestions should be made on an anonymous basis. （观点 3）You know people may have certain concerns. （观点 3 发展句） B: Yes, I think you are quite right. （呼应） Anonymity should be guaranteed to dispel any hesitation folks may have. （观点 3 发展句）Oh, well, when it comes to that, I believe the suggestion scheme ought not to take up too much time either. （ 观 点 4）Otherwise… A: Otherwise our busy staff won’t be so happy, I am sure. （观点 4 发展句） B: Yeah. （ 呼 应 ） And a token reward won’t be such a bad idea either. （ 观 点 5）How would you say? （反问） A: Sure. （ 呼 应 ） Sooo, that’s all quite good, but when we have actually gotten truckloads of suggestions, how can we evaluate them? （第二个圆点后的问题，以半 陈述半问句形式提出） B: Well, mmm, the one tool you can certainly use is to assess the suggestions democratically. （观点 1） 43

A: I don’t quite get it. What do you mean? （反问） B: I mean you can see what kind of suggestions makes the greatest showing and then decide. （观点 1 发展句） A: That’s worth thinking about. （半 同意 ） But wouldn’t it be better to put all the suggestions to vote by all the staff members, or to take them up for discussion? （观点 2） B: That’s certainly much more open and transparent. （观 点 2 发展 句） I will go along with you on that. （呼应） A: Well, I’ve just hit upon another good idea. （ 引 出 发 言 ） We should make comparisons between the suggestions collected and our current practice, and see if anything we’re doing now can be ameliorated and perfected. （观点 3） B: That’s a good point. （呼应）Popularity itself will of course not be sufficient to guarantee the adoption of any suggestion. （观点 3 发展句）We really have to look at its utility and potential, in such areas as…（观点 4） A: Cost reduction, say. （观点 4 发展句） B: Correct. Profit maximization, too. （观点 4 发展句） A: I’m with you on that. So, to recap, we should not only judge the suggestions by its popularity or number of votes, but also look into their use. （总结） B: Exactly. (Try to imitate the style of spoken language in the conversation: casual without losing focus.) Important points: 1. Always use different ways to echo. 2. Use ‘well’ and ‘say’ often 3. Questions like ‘Don’t you think so?’ and ‘Really a good idea, isn’t it’ should be used to gain high scores. 4. Use ‘like what?’, ‘for example?’, ‘You mean…’, ‘ mmm’ or ‘uh’ ,‘I don’t quite get it. What do you mean?’as necessary. But don’t stop in the middle of the conversation. 5. Use ‘Sooo, that’s all quite good’, or ‘Ok, let’s do that’ etc as a signal to tell partner the first discussion topic has been finished. 6. Use questions for initiating each discussion point. 7. One of the partners should count how many points have already been covered. 2 to 3 points should be enough. Don’t list too many points. Then you won’t have enough time for the next topic. 8. Use ‘There are many ways of doing this’, ‘There are not too many ways, I’m afraid’, ‘It’s not difficult to do’, “It’s rather difficult’ etc to add color to your language. 9. See how you can naturally make transition to the next point. For example, ‘Well, 44

I’ve just hit upon another good idea.’, ‘Oh, yeah,’ ‘Oh, well,’ ‘ Another thing’, ‘… won’t be a bad idea either’. 10. Recap is not necessary if you have run out of time. Remember to budget your time wisely. Time Management Your company has found that ineffective time management is one of the major problem areas throughout the workforce. You have been asked to put forward some suggestions for improving the situation.

Discuss and decide together:  Why poor time management can become a major problem in companies  What procedures could be adopted to ensure that time is managed effectively A: Hi, you know, our company is sort of out of control these days. Don’t you think so? B: Yeah. Everything seems to be in disorder here in our company. And that obviously has a lot to do with poor time management. A: You mean poor time management has caused all these problems. Why? B: When time is not well planned within a company, staff usually do not allocate blocks of time to specified tasks. They do not have a definite idea of when they should complete a certain task. And… A: And I think they often neglect the ordering of priorities. I mean certain tasks need our prior attention. But in our company every task is treated on an equal basis, even if it is a very urgent task. B: That’s the point. So time should be planned according to the importance of the tasks we need to deal with. A: You are absolutely correct. Besides, poor time management has caused much production downtime and revenue loss. Haven’t you noticed that? B: Well, no doubt. We also have a problem of low morale in the company. I think it might also have to do with time management. A: That’s just how I see it. So what do you think we can do so that time is managed effectively here in our company? B: You mean what procedures we can adopt? A: Sure. That’s what our boss is asking us to do. Right? B: Right. I think we’ve got a lot to do. First, we should make all the staff members realize how important effective time management is to our company. A: Yes, in other words, we’ve got to get across the message. It’s still an awareness problem. I think we can give them instruction in time management, especially those in supervisory positions. B: Right, perhaps we can run a few training programs for them. If necessary, we may invite some experts from outside to help us. 45

A: Another thing we can do is to make all the managers, or even every staff member, come up with a job description of their own. In this way, they can be pretty sure about what they are responsible for and what they are not. B: Yes, that’s a fabulous idea. And I think, the top managers of our company should come up with a set of rules as to what kind of jobs should be given priority to. In this way, we can make sure that important tasks are dealt with first. A: Good idea. So to sum up, our company should run a few training programs, and every staff member should write a job description of their own. B: And rules should be made as to what kind of job should be given priority to. Responding to Competition

Your company has recently begun to lose its share of the market due to competition from a new firm which charges customers less. You have been asked to suggest ways of solving the problem. Discuss and decide together:  How advertising could help the company to deal with competition  What types of incentives the company could offer to customers A: You know our sales have fallen a lot during the past quarter. B: Yes, one of our competitors is charging a lot less than us. A: I know. It is a new company in this line of business. We really need to do something about it. B: What do you think we can do? A: I think we can launch an advertising campaign to promote our product. B: Yes, it’s good idea. But that will surely add to our cost and there push up our prices. A: I know what you mean. Price is a major consideration when a customer decides on a purchase. But there are certainly many other considerations on their part, for example, quality and after-sales service. Also advertising will boost our product image. You know some people only like to buy products they’ve heard of. B: That makes sense. Ours is high quality product and our after-sales service is good enough, I think. That’s why we are charging a higher price than our competitors. So we should emphasize our quality and after-sales service in our ad so that… A: So that people will try our products out of curiosity and then get to know the high quality of our product and after-sales service and then more people will buy our products. B: But I am still worried about the price. You know customers always like low prices. A: Yes, indeed. In fact, we can cut down a bit on our price. You know when sales increase after our advertising, we are likely to increase our total profit even if we slash 46

our price a little bit. B: Yes, a low price high volume strategy. A: That’s it. We may even consider some other incentives, such as a coupon to go with our newspaper ad, and… B: And I think we can offer free delivery for our customers. A: Yes, but we cannot afford to offer free delivery for all our customers. B: Only those who are within the free delivery area, I think. A: OK, not a bad idea. New Computer System

Your company is planning to buy an up-to-date computer system to replace the existing system. You have been put in charge of supervising the changes. Discuss and decide together:  What would be the best way to find out what new computer systems are available  What practical and staffing considerations would be involved in replacing an existing system A: Well, you know our company is considering buying an up-to-date computer system. B: Yeah, just to replace the system we’re using now. I think it’s a sensible decision. A: We need to find out what new computer systems are available first. B: Yes, so that we can choose one that is most suitable for our company. I figure we can find some information from the internet. A: Of course, but I’m afraid not all the information on the web is reliable, really. B: I know what you mean, but we can also find some information from newspaper advertisements. I tend to think they are more trustworthy. A: Sure, I have the same feeling. B: But I think the best way is to visit some of the providers and have some face-to-face talks with them so that they can know our needs and we, in turn, can see for ourselves how their systems work… A: And then make our own decision as to what best suits us. B: Right. Let’s do that! And in replacing the existing system, I think there are a few factors we need to take into account. First of all, do we have to buy up-to-date models if we decide to use new systems? A: Well, I think we’ll have to. B: In that case, what shall we do with these replaced computers? A: Mmm, well, as far as I’m concerned, I think we’ll just have to dispose of them at very low prices, ‘cuz they are obsolete. B: Yeah, I don’t think there’s any other alternative, unfortunately. 47

A: Another thing. I think we’ll have to retrain our people. I bet not many of them are familiar with the state-of-the-art system. B: That’s for sure, so let’s recommend it to the HR department. I think they can run some training programmes for the staff involved. A: Right, I couldn’t agree more. Promotional Video Your company has decided to make a promotional video which will be sent to all potential new clients. You have been asked to make suggestions about the contents of the video. Discuss and decide together:  Which members of staff should be involved in making the video  Which aspects of the company’s activities should be included in the video A: You know, we are going to make a video to promote our products. B: Yeah. And we are going to send them to out potential new clients. Really a good idea, isn’t it? A: Sure. Which members of our staff should be involved in making the video, do you think? B: Well, I think there should be representatives from Marketing because primarily it is their job to promote the sales, isn’t it? A: Yes, I take your point. And we should also involve R & D people. You know they certainly understand more than the others about our products. B: That’s how I feel. They know what characteristic features of our products we should present to our clients. A: Right. And we should assure our potential clients of the high quality of our products, so I would suggest we involve Quality Control also. B: Good idea. And also people on the after-sales side too. You know after-sales service is one of the primary concerns of our clients. A: Good. So we shall involve people from Marketing, R&D, QC and After-Sales. B: Right. Let’s do that. Now what aspects of our activities do you think we should include in the video? A: There’s really a lot. First of all, I think we should let our clients know that ours is an established company in the line. So I think we can include the 50 th anniversary of our company in the video, and… B: And our research and development activities too. A: Yes, but… B: But what? 48

A: But we cannot go into too much detail in our presentation. You know it’s sort of business secret, isn’t it? B: Just enough to convince them that ours is of very high quality. A: And naturally, we can include our Quality Control procedures and also after-sales services. B: And also we can demonstrate our product in the video. Don’t you think so? A: A neat idea. Cutting Departmental Costs

Costs involved in running your department have recently risen sharply. You have been asked to consider how these costs could be reduced. Discuss and decide together:  What reasons there might be for the sudden increase  How staff can be encouraged to help reduce costs A: You know our departmental costs have risen a lot recently. B: Yes, I think we are exceeding our budget. Literally, costs have gone through the roof. A: So what do you think are the reasons? B: I think there are many reasons for this. You know last month we ran a series of promotion campaigns. That meant a lot of money, didn’t it? A: Yes, But I think we spent way too much on other sorts of things. I mean we could have spent less. B: Uh? A: you know we have been traveling a lot around the country. And most of us travel by air. B: You mean some of the travels are not necessary? A: Exactly. You know, some of the face-to-face talks may simply be replaced by email correspondence. B: There’s a lot in what you’ve said. I think we should make full use of our modern facilities and we can certainly forgo some expensive travels. A: Not only that, I think modern facilities, like computers, should be made full use of within the company, too. You can bet tons of money could have been saved if we had done that. B: What do you mean? A: You see, each month we spend a good deal of money on office supplies like printout paper. B: Yes, some of the managers always ask for printouts instead of retrieving 49

information from the computer system. A: Especially those senior managers, who are usually older than others. They are simply not accustomed to the advanced computer system. B: And young people are also responsible for the increase in costs, too. You know many of them often keep their computers on for the whole night. A: And very often they forget to turn off lights when they leave their offices. B: So, something must be done before things become any worse. A: Right. I think we should offer some incentives to those who save costs in their jobs. B: Like what? A: Like a quarterly award for them. B: Neat idea. Maybe some small gifts like a shopping voucher will also work wonders. And personally I see an absolute need for a training course for our staff members. A: On computers? B: Yeah. So that they can make better use of them. And in this way, I believe we’ll be able to bring down our costs effectively. Corporate Image

Your company is keen to improve its image by organizing events for the local community. You have been asked to be on the committee which will plan the program of activities. Discuss and decide together:  Which types of activities would be suitable  What benefits there would be for the company in providing a program of events A: You know we are going to run a series of activities for the local community. B: Yes, just to improve our corporate image. But what can we do for the community? A: I think we can do something for the needy people. B: You mean we can contribute to the local community charity? A: Exactly. And apart from that, I think we could sponsor a few programs of sports or entertainment. B: Like an orchestra or a singing performance or something? A: Yeah. And I think we should also do something for the primary pupils. Do you realize how important they are nowadays? B: Yeah. We may provide them with some school things. A: You mean school things they can buy anywhere or those that we have made to our special order? B: I think we can have them made to our order, with our name or logo on them. A: All these shall benefit us in many ways. 50

B: Yes, that’s just how I see it. Obviously, they help establish a favorable corporate image. A: Yeah, more people in the community will come to see us as a company willing to help them. B: Yeah, and we’ll be able to get additional new customers. In this way our customer base shall be expanded and reinforced. A: Just like our revenue. B: Indeed. Customer Involvement Your company has decided to try to increase customer involvement in the range and quality of its products. You have been asked to make some suggestions. Discuss and decide together:  How customer opinion of products can be obtained most effectively  What use a company should make of information provided by customers A: You know our management has decided to get our customers involved in our range and quality of products. B: That’s a very good idea. Customers’ opinions are really important to us if we want to stay ahead in the market. But how to get their opinions? A: It’s certainly not easy. I think we can do that through the Internet. We can invite our customers to email us their opinions about our products whenever they have any. B: But not all the customers have access to the Internet. A: No, of course not. I bet we can take advantage of our helpline service. B: Yes. And we can also design a questionnaire for this purpose. And give it to our customers when they buy our products. A: Good. But then, how can we make use of their opinions when we have got them? B: We can pass them on to R&D and QC. I think it’s mostly their job to diversify our products and improve their quality. A: Yes, I’m with you on that. I think R&D can take into consideration the feedback from the customers when they try to upgrade our products or develop new products. B: And QC can have a better idea as to how to ensure our quality or how to make it even better. Factory Site

A foreign client of your company wants to build a factory in your region. You have been asked to produce a report suggesting a number of alternative sites. 51

Discuss and decide together:  Which places the foreign company could consider building the factory in and why  What special information the company would need about work practices in your country A: You know, ABC Company Ltd, one of our clients in the UK, is considering building a factory in Shanghai. B: Yes. I think it’s a wise decision. More and more multinational corporations are coming here to invest. A: They want to know where to build their factory. Have you got anything in mind? B: Well, I think they could build their factory in Pu Dong High-Tech and Development Area. A: Yeah, sounds like a great idea. It’s a very nice place, with a very friendly investment environment. B: You said it. They provide first-rate service for foreign investors. And the traffic there is really convenient, better than most other parts of Shanghai. A: And there are quite a lot of preferential policies for foreign investors. B: But the fee for land use is a bit too high there. A: Yeah. That’s about the only thing some of the foreign investors complain about. B: I hear some of the development areas around Shanghai, like those in Kunshan and Suzhou, are also quite ideal and they charge a much lower fee for land use. Unbeatable bargains, so to speak. A: So ABC could also invest in those cities, I suppose? B: I think so. And what do you think the company need to know about work practices in the country? A: There are quite a number of things, I would think. B: Like what? A: I think they should get to know if there is any restriction on the employment of the local people. B: And especially the policies in relation to overtime and paid holidays. A: That’s right. Of course, health and safety procedures are not joking matter, either. B: Certainly. It is actually to the benefit of the enterprise to prevent injuries and accidents. Oh well, don’t forget all about environmental regulations. A: I’m not too concerned about that. I don’t think they would allow a heavily polluting business in the development area nowadays. B: That’s true. Language Audit 52

Your company intends to carry out a survey of the foreign language skills of all members of staff. You are responsible for organizing the survey. Discuss and decide together:  How to convince members of staff that this survey would be of benefit to them  In what ways the results of the survey could be of use to the company A: You know we are going to make a survey of all our staff members in terms of their foreign language skills. B: Good idea. This will be beneficial to both the management and the staff members themselves. A: That makes sense. But how can we convince the staff members that the survey would be beneficial to them? B: I don’t think it’s difficult. Just let them know that we are running a series of training classes for them. A survey of their skills in foreign language will help us place them in a class appropriate for them. A: And I think that we should also get across to them that we are thinking of assigning some sales reps to the States. Those whose English is better than the others have a better chance of being selected. B: Excellent idea. I think that will be convincing enough. And we’ve actually touched upon the question of how to put into use the survey results. A: Yeah. And I think there’s more uses that we can put the results into. For example, some of our staff members have been complaining about our foreign language textbook being too difficult. This way, we shall be able to compile books appropriate for them. B: Good. And it also helps us in placing our staff members. You know, some of the positions need people with better foreign language skills than others. Mostly those guys dealing with foreign clients. Or maybe we’ll break into the global market in a few years. What do you think? A: Yes, indeed. Job Sharing

Your company is considering introducing a system which enables particular jobs to be shared between two members of staff. You have been asked to advise the company whether this scheme should be introduced. Discuss and decide together:  Which types of jobs this scheme would be suitable for  Which types of people would be most suited to working in this way 53

A: You know our company is considering a job sharing system. B: Yeah, a system that allows some jobs to be shared by two staff members. A: So if we introduce this scheme, which types of job do you think it would be suitable for? B: Not many, I’m afraid. Obviously most of the managers cannot work on a jobsharing basis. A: That makes sense. It would be difficult to split a managerial task between two managers. B: But I think this scheme would be perfectly suitable for some clerical work. For example, two clerks can share a typing task. And two customer service reps can share one job in the call center. Or we can hire two different drivers for the morning and evening shuttle buses. A: Right. Then what kind of people do you think would be most suited to sharing jobs? B: Mostly working mothers, who need to take care of their babies while working with a company. A: And also employees who hope to pursue a higher degree. B: Yeah, they can share a job with a colleague so that they can afford some time to attend lectures in colleges or universities. A: Anyway, do you think this scheme should be introduced in our company? B: Well, there are quite a lot of young people in our company, who are thinking of a higher degree, an MBA or something. If they are allowed to share their jobs with others, they can have more flexibility in arranging their time schedules. A: And then they’ll have more chances to get a higher degree. B: Exactly. Foreign Trade Mission

A foreign trade mission will soon be arriving in your country. You have been asked to give a talk about your company to the visitors. Discuss and decide together:  What kinds of information about your company you should and should not include in your talk  What types of social activities your company could provide for the visitors after the talk A: You know a foreign trade mission from the USA is coming to visit our country early next month. 54

B: Yeah, I was told that one week ago. And we are supposed to give a talk to them about our company. A: What do you think should be included in the talk? B: Naturally, we should brief them on the track record of our company. A: You mean to emphasize that our company has a long history of more than 100 years old. B: Not only that. We should let them know that we have been very successful in our line of business. A: Do you think we should let them know that we are a leading exporter of silk garments in East China? B: Exactly. I think we can give out some pamphlets about our company before the talk. A: Good idea. But mind you, do not bare everything about us at the meeting. I mean there’s certainly a lot that we have to keep as a secret. B: You mean marketing intelligence? A: Sort of. I mean there is no need for us to tell them how our products are priced. And also our detailed plan to expand into overseas markets. B: I know what you mean. Well, what types of social activities do you think we can provide to them after the talk? A:I think we can show them around some famous places of interest here. B: A city tour? A: Exactly. Also, do you like the idea of having some golf or bowling? B: It’s OK with me. And we may invite them to a dinner at a restaurant nearby. A: That’s what we usually do. I don’t think we need to make this trade mission an exception. No-Smoking Policy

Your company is considering introducing a No-Smoking policy. You have been asked to give your opinions on this policy. Discuss and decide together:  What are the advantages and disadvantages of having a No-Smoking policy in a company  How the company could deal with any objections from staff who are smokers B: Good. I don’t smoke anyway. I figure the overall advantages outweigh disadvantages. A: Well, as I see it, one of the major drawbacks of smoking is health concern. In this regard, a No-Smoking Policy appropriately addresses this issue. B: I couldn’t agree more. The damages smoking poses to health need no further 55

clarification, I think. Oh, yeah, another advantage in having the policy in place will be the reduction of fire hazard, don’t you think so? A: Without doubt. Even though all our buildings are equipped with sprinklers right now. Still… B: Still more, smoking is ethically and aesthetically quite unacceptable to the vast majority of our staff members, I would suppose. So banning smoking on our premises will definitely upgrade our company culture and, consequently, enhance our staff retention. A: There’s something in what you said, I suppose. But of course there will be many other factors in our effort to retain the best staff. B: Of course, don’t forget there are people who won’t like this policy. They may feel their freedom is being limited. A: That’s a possible disadvantage. Some staff members will feel marginalized. B: Yeah, I think so too. But what could the company possibly do to deal with objections from smokers? A: The most effective thing to do will be to let smoking staff undergo health education in order to increase awareness of the harms inherent in smoking. B: That’s just what I was thinking about. I think we can let the HR department sponsor an educational programme and possibly invite some external health experts. A: Sure. Also senior management should set a good example and let it be seen that their attitude toward smoking is one of steadfast disapproval. B: Yeah, any decision requires resolve, that’s for sure. But we must be careful not to hurt the feelings of smoking employees. A: Right. All measures should be introduced gradually, and patience will become a virtue in this matter. Everything must be done resolutely, yet with a human touch. B: I couldn’t have put it better myself. *

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Programme for New Staff

The manufacturing company you work for would like to introduce a full programme of training for new staff. You have been asked to help prepare the programme. Discuss, and decide together:  What should be covered by the training programme  How else new staff can be helped to settle into their jobs as quickly as possible 1. orientation, e.g. company history, main line of products. 2. specific department organization & procedure. 3. technology utilization, e.g. photocopier, shredder, fax machine, coffee brewer. 1. tour of facilities. 2. happy hour party or get-together. 3. answer questions from new staff to help with learning curve problems. 56

Incentive Scheme for Staff

Your company is considering setting up an incentive scheme to improve staff performance. You have been asked to make recommendations for the scheme. Discuss, and decide together:  What benefits an incentive scheme would bring to the company  What types of incentives could be offered  Which employees in the company should be targeted 1. better efficiency & performance. 2. a sense of recognition, employee loyalty and commitment, staff turnover reduction. 3.better morale, higher motivation. 1. training. 2. certificates, e.g. employee of the month, of the year. 3. cash prize, promotion, better remuneration. 1. key personnel 2. high turnover group 3. senior executives Staff Turnover

The Managing Director of your company is keen to reduce the number of staff leaving after a short time. You have been asked to suggest ways of encouraging staff to stay in the company. Discuss, and decide together:  What kinds of incentives might help to retain staff  How to ensure that staff satisfaction is maintained 1. better fringe benefits, cash, promotion. 2. training opportunities. 3. recognition. 1. flexible work schedule. 2. offer them job security 3. more staff involvement programmes Staff Relocation

Your company needs to relocate several members of staff to a new branch opening in another part of the country. You have been asked to submit ideas on how to make relocation attractive for staff. Discuss, and decide together  Which types of financial incentives the company could offer to staff  What other types of incentives might be important  What information staff would need to know about the new location 1. pay increase 2. kids’ education 3. housing allowance 1. recognition 2. training 3. return airfare per year. 1. local climate. 2. language and culture. 3. demographics, purchasing power. Teamwork

Your company is sending a small group of employees away together for three days to encourage them to work as a team. You have been asked to help plan the programme. 57

Discuss, and decide together:  What practical arrangements the company needs to make before the trip  What work and leisure activities would be suitable for the group  How to evaluate the success of the trip 1. contact the receiving party. 2.accomodation arrangements. 3. ticketing issues. 1. light sportive group activities, bowling, golf etc. 2. business lunch or dinner. 3. sightseeing 1. meet objectives or not. 2. whether they are now more familiar with each other. 3. participants’ feedback Project Abroad

Your company is proposing to send a team of staff abroad for six months to set up an office and train local employees. You have been asked to make recommendations for the project. Discuss, and decide together:  How to select appropriate staff to manage the project  What preparation and advice the staff would need before leaving 1. personality, adaptability, compatibility. 2. caliber & experience. 3. language proficiency, cultural awareness. 1. climate. 2. clarification of objectives. 3. preparation of training materials, design of training content. English Language Training

Your company is planning to offer 30 hours of English language training to employees. You have been asked to help with the planning and organization of the training. Discuss, and decide together:  Which staff would benefit most from English language training  How to encourage employees to take part in the training  What kind of schedule would be suitable for the training 1. staff who deal with foreign clients 2. staff who work overseas. 3. staff who already have some background in English 1. use company time. 2. offer opportunities to be posted abroad. 3. use as a promotion criterion. 1. weekends. 2. evenings right after work. 3. one afternoon. Staff Training

Your company has decided to use an outside agency for training sales staff. You have been asked to have preliminary discussions with the agency to organize this. Discuss the situation together, and decide:  What information you will need to provide for the agency 58

 What kinds of questions you will need to ask the agency 1. focus, contents, training objective. 2. format. 3. desired length. 1. price, rates. 2. location, time. 3. qualification of the training personnel. Company Dress Code

Your Managing Director is unhappy with the general standard of dress among staff. You have been asked to make recommendations about introducing a dress code or company uniform. Discuss and decide together:  What the advantages and disadvantages of having a company uniform would be  What kind of dress code would be appropriate for staff in different types of jobs 1. better morale. 2. less distraction. 3. better image. 4. no individuality. 5. formal and rigid atmosphere. 6. stifles creativity, staff dissatisfaction. 1. service companies, such as hospitality industry, formal attire. 2. manufacturing sector, work uniform. 3. tech firm and ad firm, informal casual dress. Market Research

Your company is considering introducing a new product and wants to assess the market potential. You have been asked to suggest ways of doing this. Discuss, and decide together:  What kinds of information would be useful to obtain  How to decide whether to go ahead with the product 1. target group interested? 2. price acceptability. 3. whether there is already an established market leader. 1. a gap in supply? Or saturated market? 2. timing. 3. future trend, whether the product will become obsolete, like VCR. Customer Base

The Finance Director of your company is concerned that the majority of its income comes from one main client. You have been asked to make recommendations on ways to expand you company’s customer base. Discuss, and decide together:  What the potential dangers are of having only one main client  How the company could try to gain additional clients 1. narrow revenue stream. 2. all eggs in one basket—high risk. 3. no room for expansion and growth, no incentive for R&D. 1. ad campaign. 2. rebates, sales promotion. 3. free delivery. After Sales Service

Your company intends to improve its image by providing better after sales service. 59

You are asked to attend a project meeting and offer your opinions on it. Discuss and decide together:  What types of guarantee should your company provide to your customers  What kind of organizations in your company should be involved in this project in discussing the factors that should be considered 1. exchange if damaged 2. refund if not satisfied for any reason. 3. warranty period 1. After-sales service 2. marketing 3. sales 4. market research Business Magazine Article

An international business magazine is sending a journalist to write about your region, and wants to include an article about the retail company you work for. You have been asked by your company to help the journalist plan the article. Discuss, and decide together:  What kinds of information should be included in the article  How this article could benefit your company 1. company history, reputation. 2.main line of products. 3. sales track record. 1. positive publicity. 2. potentially larger customer base. 3. investor interest. Work Experience Programme

The manufacturing company you work for has decided to offer a two-week work experience programme for a small group of students from a local business college. You have been asked to help with the preparations for this programme. Discuss, and decide together:  What kinds of work experience the company might offer  How the participants should be selected  What feedback and evaluation should take place after the programme has finished 1. clerical. 2. research. 3. sales & marketing 1. personality. 2. experience. 3. academic performance. 1. student’s self-evaluation 2. employer’s evaluation 3. college teacher’s feedback.  Business Seminar Your company is going to hold a seminar on a certain topic about marketing. You have been asked to help with the preparation for the seminar. Discuss and decide together:  What facilities and seminar arrangements you will need to make  Who you are going to invite to attend the seminar, and how to contact them 1. projector, marker, flipchart, computer, etc 2. room reservation arrangement 3. agenda 1. sales 2. marketing 3. after-sales service 60

Foreign Business Trip Your company is attending a trade fair in a foreign country for the first time. You have been asked to help with the preparations for the trip. Discuss and decide together:  What travel and accommodation arrangements you will need to make before the trip.  Which kinds of business customs in the foreign country it would be useful to know about, and how to find out about these before the trip. 1. climate and clothing. 2. hotel booking. 3. air ticket. 1. name cards used? 2. salutation. 3. etiquette, manners. 1. internet search engine. 2. bookstore. 3. colleagues who have been there. Attending Trade Fair

Your company has been invited to take part in a trade fair, which will take place during the busiest time of the year. You have been asked to decide whether staff should be sent to this trade fair. Discuss and decide together:  What the advantages and disadvantages are of attending trade fairs.  Which members of staff would most usefully represent a company at a trade fair. 1. publicity. 2. potential deals. 3. business contacts, networking. 1. costs. 2. faraway location. 3. opportunity cost, staff could have done something else. Sales Conferences

The export sector of your company is expanding, and plans are being discussed for holding annual conferences for overseas agents. You have been asked to make recommendations for the proposal. Discuss and decide together:  What the benefits of annual conferences would be for the participants.  What the content of the conference could be. 1. new ideas, information exchange. 2. business contacts, networking. 3. set goals and objectives. 1. advertising, promotion activities. 2. new agent development, entering new markets. 3. sales figures, and customer feedback, improvement of customer service. Entertaining Foreign Clients

Your company is entertaining a group of foreign clients for three days, including one non-working day. You have been asked to plan a programme for the visit. Discuss and decide together: 61

 What kinds of activities would be suitable for the visit  Which members of staff should accompany the visitors  What information it would be useful to know about the clients before finalising the programme 1. business dinner. 2. sightseeing. 3. city or community tour. 1. number of people. 2. preference of clients. 3. diet restrictions, e.g. halal. Product Recall

Your company has discovered a design default in a new product and needs to recall this product from customers. You have been asked to make recommendations about the best way to handle this incident. Discuss and decide together:  What would be the most effective method of informing customers of the product recall  How to ensure the company’s reputation remains intact (undamaged) by the incident 1. if customer records remain, recall in writing. 2. appeal to the mass media. 3. post recall notice in stores. 1. sincere apology. 2. offer a solution or adequate monetary compensation. 3. followup investigation and preventive measures Opening a Branch Abroad

The retail company you work for has decided to open a branch abroad for the first time. You have been asked to help with the planning of the new branch. Discuss the situation together, and decide:  What staffing arrangements might be necessary for the new branch  Which information about premises in that country it would be useful to find out about 1: employ locals as they are more familiar with the local culture. 2. employ staff members who are experienced in this foreign country, who may know the foreign language very well. 3. personal qualities. It’s better to staff an extrovert. 1. location of the premises. 2. cost of renting the premises. 3. size of the premises – whether it is large enough for your purposes. Business Expansion Your company is considering expanding your market to a new area --- East Asia. You are assigned to participate in the project team giving your suggestions. Discuss and decide:  What are the main considerations when selecting middlemen  How to establish distribution channels in East Asia 62

1. experience, track record 2. reputation 3. networking, business contacts 1. set up branches or offices 2. use agent 3. franchising Health and Fitness Facilities

Your company is considering providing a fitness center on the premises to help employees improve their health and fitness. You have been asked to make recommendations for this scheme. Discuss and decide together:  What benefits the centre would bring for the company  Which types of facilities could be included  How to promote the need for health and fitness to all staff 1. save on medical costs. 2. loyalty. 3. enhanced productivity and performance. 1. weightlifting. 2. cardiovascular training equipment, running machines etc. 3. aerobics. 1. awareness. 2. medical check-ups. 3. education. *

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Part 3 Follow-up Questions:

These questions have several forms 1. Asking about yourself 2. Asking about advantage and disadvantage 3. Asking you to give examples 4. Asking you to cite methods 5. Asking you to list reasons 6. Asking about future trends Programme for New Staff:  What was your first day at work/college like? Individual answer  What advice would you give to a new colleague joining your company or college? (Why?) Be a quick learner, be dedicated etc.  Should all staff continue to receive training after they join a company? (Why/Why not?) Yes, life-long learning. No, it’s a financial burden, also staff have family obligations.  Is there any training that you would like to receive? (Why/Why not?) IT, sales, language etc.  Why is it important for staff to receive feedback on their performance at work? Make adjustments, self-improvement.  How should a company deal with a member of staff whose performance is poor? 63

(Why?) Kindly remind him of responsibility, warning/admonition, dismissal. Staff Suggestion Scheme

 What kinds of rewards would be suitable for suggestions made? Financial, or token rewards.  Which kinds of companies can benefit most from suggestion schemes? (Why?) service company, manufacturing, etc.  What other methods can companies use to generate ideas for improvements? Executive meeting, customer input.  What are other ways of increasing staff involvement in a company? Regular survey, feedback, democratic practices.  In what ways can companies obtain suggestions or comments from customers? Questionnaire, customer response card, email, interviews. 

How important are new ideas for companies in maintaining competitiveness? (Why?) Very important. Keep abreast with developments, continuous innovation, edge over competitors.

Incentive Scheme for Staff

 Which incentives do you think are most effective for encouraging people to work hard? (Why?) Financial, non-material recognition.  What disadvantages could there be in incentive schemes? (Why?) Aim at shortterm only, no long-term vision. Also it’s difficult to ensure fairness.  Is it essential for companies to reward extra effort? (Why/Why not?) Yes, reward shows appreciation and contributes to better loyalty and staff retention.  How do you think a company can inspire loyalty in employees? Establish close ties, encourage staff involvement.  How do you think the traditional employer/employee relationship might change in the future? (Why/Why not?) Less loyalty, more mobility. Everyone becomes a free agent and changes jobs more often. Staff Turnover  What benefits does have a stable workforce bring to a company? Loyalty, experience, no need to train many new workers.  What are the most common reasons why people change companies? Salary, location, position.  Is it a disadvantage for a job applicant to have a history of changing jobs? (Why/Why not?) Yes, too frequent changes mean no loyalty and no focused goal.  Do you think people will change jobs more frequently or less frequently, in the future? (Why/Why not?) Less loyalty, more mobility. Everyone becomes a free agent and changes jobs more often.  Will it become more important for an employee to have a wide range of skills in 64

the future? (Why/Why not?) Yes, higher employability, to survive the keen competition, to aim for promotion. Staff Relocation

 What other types of incentives might be important? Non-financial incentives, recognition.  What other assistance might be necessary for staff who are relocating? (Why?) family, children’s education etc.  How could staff who are unwilling to relocate be encouraged to do so? Financial rewards, make the relocation short-term.  What do you think influences a company’s choice of location for its branches? (Why?) business prospect, growth rate, consumer preference, purchasing power.  What are the implications for company organizations of having branches in different places? (Why?) coordination of activities will become important, cultural awareness must be emphasized. For example, the Matsushita Firm, Panasonic/National.  Do you think there will be greater international expansion of companies in the future? (Why?/Why not?) Yes, global village. Better profits. Teamwork

 What preparations would the participants need to make before going away? (Why?) Hotel booking, travel arrangement etc.  What might be the disadvantages of working as part of a team? constraint of freedom, personality incompatibility.  Would you like to take part in a programme for developing teamwork? (Why/Why not?) Yes, foster collaborative spirits, enhance interpersonal skills.  What other kinds of activities would you like to participate in with colleagues outside work? (Why?) sports, dinners, sightseeing etc.  How might a company measure the success of a training programme? Objectives met or not, employee feedback.  Do you think staff training is always of benefit to a company? (Why/Why not?) Not necessarily. Whether content is relevant to what the company does. Project Abroad

 What advantages would there be in working abroad for a short period of time? (Why/Why not?) Better language skills, different cultures, wider horizon.  What kinds of problems could staff encounter while working abroad? (Why?) language, local traditions, climate, food.  How can people get the kinds of information they need while they are working abroad? Internet, email, local English newspaper, native people. 65

 What effect does the increase in international contacts have on the way companies operate? (Why?) global presence, larger customer base, better revenue streams.  How important is it for businesses to have their own offices abroad? (Why/Why not?) It depends. Important for manufacturing or IT firms. Not necessary for real estate. English Language Training

 Which staff would benefit most from English language training? Staff who are posted abroad, who deal with foreign clients.  What practical preparations would be necessary before running a foreign language course for employees? (Why?) choose a course provider, set objectives, survey employee interest.  What are the advantages of learning a foreign language with work colleagues? Mutual encouragement, familiarity.  Are there any other foreign languages you would like to learn? Japanese, French etc.  What ways of learning English are most helpful for people working in business? (Why?) Start with spoken English and practice with native speakers  What kind of help with language would you give to a foreign colleague who has just arrived to start a job in your company? (Why?) teach him some useful phrases, introduce him to a language instructor.  Do you think foreign language skills will continue to be useful for business in the future? (Why/Why not?) Maybe. Some countries are different from the Englishspeaking culture. Staff Training

 What other arrangements would have to be made for the training programme? (Why?) choose a course provider, set objectives, survey employee interest.  If you were offered training by your company, would you accept? (Why/Why not?) Yes, personal growth, skill acquirement, intangible assets.  What are the advantages of using an external agency to train staff? (Why?) assured quality, experience.  Are there any disadvantages in using an external agency to train staff? (Why/Why not?) cost, unfamiliar with company, may be irrelevant.  How would you decide which training agency to use? (Why?) price, reputation, programme content etc.  What kinds of benefits, apart from training, are appropriate for companies to offer staff? (Why?) housing, gym, education allowance, paid vacation. Company dress code 66

 What do you think about people wearing uniforms at work? Why? Good because of uniform image, Bad because of rigid formal admosphere.  Do you think it is important what people wear to work? Why/Why not? No, initiative, attitude and work ethics are the most important instead.  Do you think business dress is becoming less formal nowadays? Why/Why not? Yes, because of American influence. Nowadays, a suit is needed only for interviews and large conferences.  What other kinds of rules for staff should companies have? Why? No smoking policy, email and internet use policy(no personal use, no porn site).  Is there any rule you would like to introduce or change at your place of work or study? Why/Why not? For students, say living off campus. For working people, say longer lunch break.  Do you think relationships between employers and staff will change in the future? Why/Why not? Yes, everyone becomes a free agent and less loyalty. Changes job more often. Market Research

 Is market research essential when introducing a new product? (Why/Why not?) Yes, otherwise effort is futile and the product may not be competitive.  What kinds of products or services is market research most useful for? Brandname products, perishable goods, new products or services.  How accurately do you think consumers respond to marketing questionnaires? (Why/Why not?) Accuracy depends on the format and rewards. Some just reply as a task for get over with.  In what ways can companies influence consumer opinions? Ad campaign, celebrity popular to a certain group.  How necessary is it for a company to diversify production? (Why?) customer base, revenue stream, better survival rate. Company Video:  If you were asked to appear in a company video, would you be happy to do so? (Why/Why not?) It depends on relevance of job function and whether it’s good for the positive image of the company.  Why do you think a company video might be a good idea? Inexpensive, effective, comprehensive.  Are there any disadvantages in investing in a company video? (Why?) No interpersonal interaction.  In what other ways can companies promote themselves to potential customers? (Why?) News media, TV, word of mouth.  What other methods can companies use to attract potential investors?(Why?) Sales 67

track record, magazine articles, etc.  Why is image important to companies? 30-second rule, keen competition. Customer Base

 What advantage could there be for companies in having a relatively small customer base? (Why?) low ad cost, stable income if the client don’t leave you.  When attracting new customers, how important is it for companies to give information about their existing clients? (Why/why not?) boost confidence, demonstrate reputation, but be careful with client privacy and information confidentiality.  What can companies do to strength customer loyalty, apart from offering good customer service? Ensure consistent quality, offer rebates and incentives to long time customers.  How can companies which operate globally ensure consistently high levels of customer satisfaction? Employ locals, be familiar with local culture, train staff.  In what ways can companies respond to increased competition from other companies? Market research, rebates, better service, better quality, new product development. Business Magazine Article

 Which people in the company should the journalist meet? (Why?) CEO, department heads, sales, etc.  Are there any possible disadvantages in allowing journalists inside a company? (Why/Why not?) May also write about negative aspect of company, also may divulge company’s secrets.  What kinds of business articles do you find most useful? (Why?) those that reflect on the strengths and merits without bragging.  How can companies ensure they maintain good relationships with press? Constant contact, be frank and honest, quick response to any criticism or suggestion.  What other effective ways are there for companies to publicize what they do? Annual report, commercials.  Do you think international business magazines will continue to be important in the future? (Why/Why not?) Yes, subscription will increase as business takes on an increasingly conspicuous international character. Work Experience Programme

 What other preparations would the company need to make before receiving work experience students? (Why?) application process, recruitment fair, training.  What are the advantages to a company of offering a work experience programme to business students? good image, potential employees. 68

 What do you think is the most useful kind of work experience for business students? (Why?) hands-on, relevant to study.  What help would you give a student on their first day of work experience? (Why?) introduction to office environment, be patient with questions.  Which areas of business would you like to have more experience of? (Why?) individual answer. Marketing for example.  In what ways can businesses develop close links with the community? Sponsor musical performance or other activities, charity events, educational programmes. Sales Conferences:

 Should companies which send overseas agents to conferences be consulted about the content? (Why/Why not?)Yes, involvement program, more loyalty and commitment.  What kinds of data should be provided for agents at this kind of conference? (Why?)sales figures, advertising expenditure.  What would be an effective way of following up the conference? (Why?) new agent development, more ad, improve customer service.  How might sales strategies and products vary from one country or region to another? (Why?) Different saturation level. Also customers have different preferences, MacDonald’s and KFC. Also different culture, Matsushita.  How important is networking in the modern business world? Very important. More business contacts mean larger customer base and more revenues. Entertaining Foreign Clients:  What kinds of arrangements need to be made before foreign visitors arrive? Reception, accommodation, interpreter.  Are there any disadvantages for a company in having a visit from foreign clients? Yes, language barrier, cultural difference, may divulge company’s business secrets.  Where would you take foreign visitors in your hometown? List places of interest in your hometown. E.g. downtown CBD, Jinmao Tower etc  Would you enjoy looking after business visitors for a few days? Yes, learn from different culture, improve language skills, networking.  What problems might there be when socializing with foreign business people? Language, culture difference.  What are the long-term benefits of establishing personal contacts with foreign business clients? Networking, larger customer base, global presence, more revenues. Product Recall

 How can attitudes to a company change if one of their products has to be recalled 69

because of a problem over quality? Change in a negative way. Consumers’ confidence will be shaken badly.  What else can have a negative effect on consumers’ attitudes to a company? Poor customer service, obnoxious advertising, dishonesty  What measures can companies introduce to avoid the need for product recalls? Better QC, better R & D.  Is quality always the most important consideration for consumers when purchasing a product? Not necessarily, also reputation, image, goodwill and customer preference. New York city mineral water story. 

How can companies succeed in developing brand loyalty? Give repeat customers incentives: rebates, free delivery. Also improve customer service and product quality.

Opening a Branch Abroad

 What other preparations might be necessary before opening a branch abroad? Culture, language, market research, target group, advertising, etc  What are the advantages to a company of employing local staff? More familiar with local culture, better language skills. Also maybe less expensive  What advantages could there be for a company in transferring staff between branches in different countries? International exposure and culture awareness, networking.  If you were offered a job in a new branch abroad, would you be happy to accept it? No, climate, food, language, lifestyle. Yes, language skills, learn from different cultures, networking.  How can good communication links be maintained between a new branch and the head office? Email, phone, monthly report, intranet,  How can companies help staff to settle into a new country? Language training, cultural orientation, assistance in finding housing, school etc. Health and Fitness Facilities  Would company fitness facilities be equally popular among all staff? No. Young, female, active.  Should employees have to pay to use health and fitness facilities? No, in order to enhance staff loyalty.  What other ways are there for companies to encourage their employees to remain fit and healthy? Healthy diet, awareness, quit bad habits like smoking.  Should companies include employees’ families in their health and fitness provision? It depends. If the gym does have enough capacity, then probably not. Otherwise it might be ok as an added benefit for employees’ families.  Is the welfare of employees an appropriate concern for companies? Yes, productivity, performance, loyalty, turnover, retention. 70

Selected New Questions from Recent Tests Vantage Part II

1. A: What is important when deciding whether to apply for a new post? Location, Career prospects B: What is important when organizing an in-house training course? Course contents, Participants selected C: What is important when recruiting senior staff? Recruitment agencies, Financial incentives 2. A: What is important when attending an interview? Appearance of applicant, Applicant’s knowledge of company B: What is important when planning market research? Types of questions, Type of people C: What is important when predicting profits? Current sales figures, Market trends 3. A: What is important when deciding whether to obtain a further qualification? Time commitment required, Career benefits B: What is important when placing a newspaper advertisement? Newspaper sales figures, Cost of advertising C: What is important when considering whether to invest in technology? Benefits to the company, Costs involved 4. A: What is important when choosing suitable transport for a business trip? Convenience, Cost-effectiveness B: What is important when selecting employees for promotion? Personal qualities, Current performance C: What is important when setting up a new business? Management experience, Financial backing Higher Part II 1. A: Market Research: the importance of doing market research before launching a new product B: Finance: the important of foreign investment for a company 71

C: Training: how to monitor internal staff training schemes effectively Part III 1. Customer Newsletter Your company would like to introduce a newsletter to send to its customers regularly. You have been asked to co-ordinate the project. Discuss and decide:  What kinds of articles and information should be included in the newsletter  What the newsletter should look like and how often it should be produced  Who should be asked to write for the newsletter 2. Promotional Video Your company is planning to produce a short video to promote itself abroad. You have been asked to help plan the contents of the video. Discuss and decide:  Who the target audience will be, and how to make the video interesting and informative for them  Which aspects of the company you will need to include on the video  Which employees should appear on the video and how to encourage them to participate 3. Employee of the Year Award Your company has decided to introduce an Employee of the Year award. You have been given the task of organising this scheme. Discuss and decide:  What criteria should be used to select the winner  Which people inside and outside the company should be asked to help choose the winner  What kinds of rewards would be most suitable for the winner 4. Company Visitors A group of business people from a foreign trade delegation are visiting your company next month. You have been asked to help prepare a programme of activities for the visitors. Discuss and decide: 72

 What kinds of activities would be suitable for the visitors  Which company personnel the visitors should meet  How to entertain the visitors outside working hours 5. Special Training Course Your company is considering offering some of its employees the opportunities of attending a special training course abroad. You are a member of the committee which will decide if this plan should be implemented. Discuss and decide:  What could be the advantages to employees of spending a period of time abroad  How a company can benefit from this kind of scheme How the success of the training course could be evaluated

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