BEC中级口语

There’s something in that, I suppose. That’s exactly my opinion.

Well, the point I’m trying to make is that … Well, what I am trying to say is that … That’s how I feel. That’s just how I see it.

（六）常用词汇

1．动词：to clarify, to explain, to interpret, to put sth. another way, to recap on sth. 2．名词：a summary, a decision, a report, an outcome, a write-up, a recommendation

Ⅳ Presentation Q&A

WHAT IS IMPORTANT WHEN…

DEVELOPING AN ADVERTISING PROGRAM? ? ?

OBJECTIVE BUDGET

Outline

—three steps carefully planned in advance

—inform ——objective —persuade —remind

—how much, spend ——budget —control cost —within

—TV, radio, newspaper, magazine ——media —scope, reach —effectiveness

—finally evaluating system

提问及应答

（1） 细节扩展法：用特殊疑问句

Question 1

You mentioned three objectives of an advertising program. How can you judge the very kind of the objective a specific advertising program serves?

Question 2

How many ways are there for you to control costs of advertisement?

Question 3

As for the products of your company, which media do you think is the best one for advertising? And why?

（2） 个人意见法：用一般疑问句

Question 4

Do you think timely adjusting is just as important as preparation beforehand in the development of an advertisement program?

Question 5

I heard you talked about evaluation systems of advertisement, and found myself quite interested in it. Has your company adopted/evolved such a system? How does it work?

Question 6

Do you believe/agree/support that advertisement is the best way in promoting sales?

回答问题时简明扼要 Answer to question 1

There are two main aspects we must take into consideration when judging the objectives of a specific advertising program. Firstly, we must decide what major category the product belongs to. Secondly, the current sales situation of the product on the market should be considered.

Answer to question 2

I think the advertisement costs can be controlled by two ways. The first way is to choose the most economically-efficient media, such as newspaper or radio rather than TV slots, for the former two will reach the general public at a relatively low cost. The second way is to ensure that the quantity of advertisement is appropriate, with no space for waste.

Answer to question 3

Since my company’s manufacturing mainly focuses on food products, I believe TV may be the best media for advertisement.

Because TV reaches the most extensive mass and seems to serve a very strong influence on children and women, who compose the major consumers of our products.

Answer to question 4

Yes, I quite agree with you. Because the market situation keeps changing almost without stop, timely adjusting is of key importance leading to a successful launch of an advertising program. But it never reduces the significance of preparation.

Answer to question 5

Thank you for your interest in our company. Actually, our company adopted this evaluating system last year. It has worked very well up till now, providing us with a set of quantified standards in evaluation, which are much more objective in comparison with previously man-made criteria.

Answer to question 6

It cannot be denied that advertisement is a very effective way of sales promotion, but I don’t think it is the only way to do this. Cutting prices, for example, sometimes generates the same result as advertisement does. And that’s a more direct way, and is money-saving.

第九课时

第八讲

Ⅰ Business Dialogue Trade Show – Cell Phone

Shop Owner:

Whew! The traffic at this trade show is so much heavier than it was last year!

Manufacturer: Yes. There are more phone manufacturers than ever.

Shop Owner: Yeah, I noticed Microsoft has started making cell phones. Manufacturer: Every booth has a different gimmick to try to catch your attention. Shop Owner: Manufacturer:

I noticed that you have Michael Jordan signing autographs in your booth.

I’ll admit it – it is a gimmick to pull you in. Now that you are here, let me show you some of the great features of our newest products.

Shop Owner: There’s a big demand for cell phones with digital cameras.

Manufacturer: Of course we have several models with miniature cameras. We also have the basic simple phones that most of

your customers need.

Shop Owner:

I’m kind of pressed for time. Why don’t you just give me a brochure and your business card, and I’ll contact you later?

Manufacturer: Of course. Here you go. Shop Owner:

Ⅱ Discussion

Ok, and now I just have time to squeeze in a short conversation with Michael Jordan.

Trade Fair 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 the situation together, and decide: ? What travel and accommodation arrangements you will need to make before the trip? ? Which kinds of business customs in the foreign country would be useful to know about, and how could one find about these before the trip.

BEC中级口语

主讲：谢娇岳

第一课时

Introduction

ⅰ、Why take BEC exams? strong growth

rigorous quality control wide suitability wide business context

value for study and business career international recognition for work and study

ⅱ、What is International Business English? 什么是国际商务英语？

国际商务英语，指的是人们从事国际商务活动中所使用的具有行业特征的英语，这些行业包括：国际贸易、国际金融、国际会计、国际运输、国际商法、保险、银行、经济、营销、物流、企业管理、商业服务等。由此看来，商务英语不是一种独立的语言，它仍然是英语，是在国际商务背景下使用的英语。

ⅲ、How to learn International Business English? 怎样学习国际商务英语？ 掌握一定的商务英语词汇、短语和句型。

(1) 词汇方面

commercial

e.g. The TV show was interrupted by too many commercials.

prospect

e.g. He called on some prospects but failed to make a sale.

make

e.g. These products are of Chinese make. The factory manufactured five makes of tractors.

(2) 短语方面

soft selling hard selling

Some sales people adopt a direct ‘hard sell’ approach, while others use a more indirect ‘soft sell’ approach.

have a bad year

The corporation is having a bad year and it will probably be necessary to dismiss a few office staff.

break into/penetrate the market

There is chance that we’ll manage to break into the UK market

(3) 句型方面

I am writing to you concerning… You can’t miss it. I can’t agree more. It may have slipped your mind, but… You can always reach me at the number… We would very much appreciate it if you could… I noted with interest your advertisement for… Yes, that’s true, but on the other hand… That’s exactly what I think. Maybe, but don’t you think…? You are wanted on the phone. As requested, we enclose for your attention…

(4) 旧词“新义“

honour

e.g, All credit cards honoured here. The bank honoured this cheque.

cover

e.g. I have got myself covered against fire.

royalty

e.g. Besides copyright, the writer got a 10 percent royalty on sales. The technology transfer fee shall be paid in royalties.

(5) 同义词、近义词、相似词的辨析。

1) chairman, president, CEO, Managing Director, General Manager. 2) dealer, merchant, trader, businessman, distributor. 3) deputy, vice-, associate, assistant. 4) discharge, unload, land

5) discount, reduction, rebate, allowance. * 熟悉世界贸易组织。

* 熟悉国际商务英语有关行业的基本术语及其内涵意义。 * 学习国际商务常识，略知相关专业知识。 * 密切了解国际商务最新动态。

ⅳ、BEC2 Content

BEC2考试主要是考学生的语言能力，包括听、说、读、写四个方面。试卷所设计的语言文字基本山都与商务有关。另外，还考学生的英语语法、结构等内容。

BEC2考试分笔试和口试两大部分。笔试包括阅读、写作和听力。

ⅴ、BEC2 Time . Reading Writing Listening Speaking 40 mins 12 mins ﹡﹡ Preliminary 1 hr 30 mins ﹡ Vantage 1 hr 45 mins 40 mins 14 mins ﹡﹡ Advanced 1 hr 1 hr 10 mins 40 mins 16 mins ﹡﹡ ( 2 candidates)

ⅵ、BEC2 Grades * one overall grade * each skill counts for 25%

* candidates also receive profile of performance * Preliminary: two pass grades

* Vantage and Advance: three pass grades

ⅶ、Introduction to BP Preparation Resource * vocabulary * textbook

《Pass Cambridge Vantage》

Teamwork, Entertaining a client, Brand power, New premises, Health and safety, Business travel, Marketing disasters, Going global是BV常考的商务专题。下面以Brand power举例说明：

1． 掌握商务词汇短语

E.g. to buy/develop/launch/sell/test/own/stretch/damage a brand E.g. brand image/leader/loyalty/name/power/stretching 2． 掌握相关商务知识

E.g. Explain why you brought one of the products. strong sense of brand loyalty reasonable price good after-sales service reliability of the product good and consistent quality user-friendly design good value for money in style

3． 掌握相关背景知识

Tesco, J Sainsbury, Asda

《Working in English》

* mock exam papers: 9 sets

ⅷ、Register for BV www.neea.edu.cn

ⅸ、Business Research

Answering business studies question Business Studies is a skills based subject which tests students’ ability to use their knowledge. There are four basic skills: Level One Description/Identification Level Two Explanation Level Three Analysis Level Four Evaluation To gain the highest grades, candidates must show evidence of the higher skills Key types of questions Responses should: Identify/state/describe.. make a point Explain/outline… make a point and develop it Discuss… present two sides of the debate Examine/assess/analyse.. make a point and develop fully with some question of it Critically assess/to what extent… explain both sides and evaluate How to answer questions Example question: What determines the price of a product? Example answer: ● The price of a product is influenced by the costs. 1 ● This is because firms have to charge a price which is greater than costs to make a profit. 2 ● However in the short run a firm may sell a product at a loss. This may be to gain market share or because the product is still at the introduction phase and has high research and launch costs. 3 ● Overall it depends on whether we are considering a short or long term pricing policy. Firms may be willing to make a loss in the short run. It will also depend on the objectives of the firm. Some public sector organisations, e.g. may simply try to cover costs.

Example

Question: Should firms train their employees? Answer:

By training their employees firms may be able to increase their profits BECAUSE trained staff are likely to be more productive and make les mistakes. Employees might also be more motivated BECAUSE they might be able to undertake more interesting work and BECAUSE managers are showing that they value their staff (which can satisfy their esteem needs). HOWEVER training costs money and is not always successful. It can also lead to a loss of production while staff are being trained. OVERALL, management will have to weigh up the potential benefits against the costs. If, for example, the firm has the necessary resources, the training is relatively cheap and is likely to lead to significant increases in productivity and profitability the firm likely to invest in it. If, ON THE OTHER HAND, the firm lacks the necessary finance and staff already have the skills required then training is LESS LIKELY.

第二课时

第一讲

Ⅰ Introduction to BV Speaking

format

conversation presentation discussion criteria

pronunciation

vocabulary & grammar discourse management interactive communication examiner interlocutor assessor

Cambridge examiner

Ⅱ Presentation Example

PART 2: Mini-presentation

A: WHAT IS IMPORTANT WHEN…? Selecting applicants for a job ? ? Sample 1

I choose topic A-what is important when selecting applicants for a job. As to this topic, as far as I am concerned, there are 3 things to consider.

Working experience Personal qualities

Ann: I have held numerous management positions and been responsible for nationwide sales for IBM.

Michael: Can you elaborate on your sales experience?

Ann: I was responsible for building a sales team from 10 to over 150. Sales during my tenure increased 150%.

########

第七讲 Ⅰ Life English 1

I owe you. I owe you one. I owe you a big favor.

I appreciate it. I’m much obliged. I’m indebted to you. 2.

Thank you.

Thank you very much. I can’t thank you enough.

I’m grateful. I’m really grateful.

第八课时

I’m more than grateful. 3.

I’m really sorry. I’m extremely sorry.

I apologize from the bottom of my heart.

It’s my mistake.

It shouldn’t have happened. I won’t let it happen again. 4.

Don’t take me seriously. Don’t believe what I say. I’m just talking nonsense.

I’m just making a joke. I’m trying to be funny. I only want to amuse you.

I’m kidding you. I’m teasing you. I’m just joking with you.

Ⅱ Presentation Topics Trade Fair

WHAT IS IMPORTANT WHEN…? EXHIBITING AT TRADE FAIR ? ?

Key issues: Quality of display in trade fairs; Staff selected for trade fairs; Quality of display in trade fairs:

a. The quality of display will affect the public image of the company.

b. Trade fairs are the irreplaceable means of propagandizing products. They provide the manufacturers with the formal

stages to display their products.

c. A trade fair is an important link and activity in commercial sale. Before a trade fair takes place, there normal are a lot of

propagandas about it, and the organizer always tries to attract as many customers as possible to attend the trade fair. d. Consequently, a trade fair will have massive influence on the public and market. And most of visitors to a trade fair will

be the genuine buyers or at least would like to take interests in the companies and the products on the trade fair. And therefore a high quality of display in a trade fair would be the best opportunity for an ambitious company to promote its newest products and built up its good image.

Ⅲ Presentation Functional Sentences

QUALITY OF DISPLAY STAFF SELECTED

（一）总起句

The present talk aims to decide…

The purpose of this talk is to answer the question of … In brief, this talk sets out to solve the problem of … There are currently three possible solutions to …

（二）分论点

Firstly,…； Secondly,…； Thirdly，…

In addition, … Furthermore, … As … is concerned, … As for …，…

On one hand, …；On the other hand，…

（三）小结句

From the above information, it can be shown that … Based on the study, it is clear that …

Before we close, let me just summarize the main points. Shall I just go over the main points? So, to sum up,…

In conclusion,… In general, … On the whole,…

Overall,…

（四）常用连词 1．解释性：

in other words，that/which means，namely，that is to say 2．进一步阐释性：

in particular，especially，notably，chiefly 3．对照、转折性：

but, though, even though, while, whereas despite, in spite of

yet, however, nevertheless, still, but, even so all the same，in contrast 4．原因、结果：

lead to, result in, bring about, give rise to, account for, be responsible for, followed by effect rise, stem from, be attributable to, cause

because, as, since，because of, due to, owing to, on account of, as a result/consequence of therefore, so, accordingly, consequently, hence, thus, that’s the reason why

（五）常用口头衔接语 Well, it seems to me that … That’s true, but on the other hand … I couldn’t have put it better myself. That’s just what/all I was thinking.

Mr. White: Those are company cars provided to the sales staff for their business trips. Also, some employees receive sales commissions. So good salesmen will naturally earn more.

Miss Small: That’s understandable. Well, rather than comparing my salary with someone else’s, perhaps we could talk about my job performance. Surely you’ve noticed the extra hours I’ve put in recently? If I were being paid an hourly wage, with the standard time – and – a – half for overtime, I’d be earning much more.

Mr. White: I see you point. However, it might be hard to get a raise approved. Profits were down last quarter, and the whole company is tightening its belt, so anything that affects the annual budget is hard to get approved. But I’ll tell you what I’ll do. I’ll give you a one – time bonus for your recent hard work. And I’ll try to arrange some sort of compensation for any future overtime.

Miss Small: That would be very good of you, Mr. White.

4）

Asking for a Raise

Martin: Mr. Smith, I have been doing some industry research and was shocked to learn that the average salary for a position that is similar to mine pays, on average $2,000 more per year than I am currently making.

Mr. Smith: What are you basing this information on?

Martin: First and secondary research. I hope that you can address this concern immediately as I find it very disturbing.

Mr. Smith: Yes, I will. We are very happy with performance and want to continue our good working relationship.

Martin: I wish the same. As such, I hope you will seriously consider a pay increase.

Mr. Smith: Let me take this up with the Director and get back to you immediately.

Ⅳ Conversation Notes 注意：

1． 考试中不要说 “Pardon?” 2． Never say “sorry” in examination! 3． 没听清可用以下说法

I don’t quite understand you. Would you explain it a little bit for me? I am not sure what you are getting at. Would you express it in another way?

第七课时

第六讲 Ⅰ Life English eating 1．

I am hungry. I’m hungry as hell. I’m hungry as a wolf.

I’m starving. I’m starved.

I feel like I’m starving to death.

My stomach is empty. My stomach is growling. I could eat like a horse.

2.

I’m really hungry.

I’m feeling weaker by the moment. I need to eat something nutritious. 3.

Let’s eat. Let’s dig in. Let’s pig out.

Let’s mounch out. Let’s chow down. Let’s indulge ourselves. 4.

It’s delicious. It tastes great. It’s out of this world.

This meal is fit for a king. This meal was made in heaven. I couldn’t ask for a better meal. 5.

I’m full. I’m stuffed.

I can’t eat another bite.

I ate too much. I need to take a rest. I need to take it easy.

Invite sb. to dinner 1.

It’s on me. It’s my treat. Be my guest.

Let me pay the bill. Let me foot the bill. Let me pick up the check. 2.

Pick your position. Select what you like. Choose whatever you wish.

It’s your choice.

It doesn’t really matter to me. I don’t have any preference. 3.

Can I get you something? Do you need anything? What would you like?

Are you hungry now, or would you like to eat later? I’d like to invite you out to dinner. Do you have any preference? 4.

I’m easy to satisfy. I’m easy to please. I have simple tastes.

I don’t need any fancy food. I don’t need anything special.

McDonald’s would do me fine, if it’s OK with you. 5.

What do you recommend? What do you suggest?

What do you think is best?

What’s good today?

What’s your most popular dish? What’s this place famous for?

Ⅱ Presentation Topics

Business Premises

WHAT IS IMPORTANT WHEN…? RELOCATION A BUSINESS ? ?

WHAT IS IMPORTANT WHEN…?

CHOOSING RETAIL PREMISES TO RENT ? ?

LOCATION

LENGTH OF CONTRACT

LOCAL WORKFORCE AVAILABLE LOCATION OF SITE

Key points: location of the premises; local workforce; rent a premises Local workforce:

a. Might technology support and skilful workforce are the two crucial elements leading a modern enterprises to success.

So when locating a business, the management people in the business got to consider local workforce. b. Skilful workers are just like the hands of a business, they are the direct creators of company’s profits. c. The diversity of the workforce’s skills will diversify the quality of the products. (Swiss watch, Volkswagen cars)

d. Skilful workforce is particularly important to hi-tech oriented companies. The hi-tech products require the company to

maintain a strong research and development team, which are normally the more valuable assets of the company. e. When locating a business, the managers need to consider whether the local workforce is capable of producing such a

strong R&D team. f.

Moreover, cheap local force will certainly reduce the production costs. (Consider why many foreign companies choose China as their manufacturing base)

Location of the business site: Consider the following issues:

a. Whether it is convenient and easy for raw material supply and transporting out the products. b. Whether it is easy to get access to the electricity, water, gas and other supporting energy supplies. c. Whether it is convenient for most of staff to go to work d. The property price there e. Environmental issues f.

Planning permission

g. Tax liabilities

The length of the contract:

a. Longer contract would cover issues in more details. The contract should cover certain matter, which are likely to incur, such as assignment, service charges, and rent review clause.

Marketing

WHAT IS IMPORTANT WHEN…? AIMING TO REACH NEW MARKETS ? ?

WHAT IS IMPORTANT WHEN…? ADVERTISING A NEW PRODUCT ? ?

Market research:

a. Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer

or user.

b. Marketing research is always the first step before the company gets into the market.

c. The fundamental goal of marketing is the satisfaction of consumer needs. No organization can survive for long without

meeting consumer needs. People will simply not purchase a product or service that they do not need.

d. Thus, any organization, if it is to be successful, must proceed from the goal of customer satisfaction and adjust its TARGET MARKETS CHOICE OF MEDIA MARKET RESEARCH ADVERTISING

programs to deliver an offering meeting consumers’ needs.

e. E.g. foreign medium and high range car manufacturers did not attempt to enter into the Chinese market until recent

years, because following market researches, they discovered that Chinese consumers, in general, could not afford to buy and maintain expensive cars. … f.

E.g. Pizza, Pasta…

g. Talking about Market Research

? ? ? ? ? ? ? ? ? ?

Advertising:

a. Advertising is the most useful way to propagandize a company’s products and make them known to the public.

Advertising is also the way to get the products orientated. (E.g. whether the products are for female/male market, high earning people or low earning people. Sports shoes… perfume)

b. When advertising a new product, it is essential to consider the target markets. Consumers’ needs in the target market. c. Choice of media: see Advertising Strategies.

The company has done a lot of market research for the product. Can you tell me how a company starts selling a new product? Do you often carry out/conduct market research? What’s objective of market research?

One of the purpose of market research is to find out whether there’s a market for the product. We did a detailed market analysis.

Market research is actually an analysis of a specific market for a particular product. We have to run the market test for two months. We have a wide product range.

The stock market is uncertain at the moment because interest rates are falling.

Ⅲ Business Dialogue

1) Market Potential

Andy: Thank you for your interest in representing our product.

Janet: I have heard many excellent things about your company and have experienced first – hand the capabilities of your computers.

Andy: What are your initial thoughts of our computers in China? Is there a market?

Janet: I am very optimistic about the market opportunities in China.

Andy: We agree. Based on our initial market research the findings are very positive.

Janet: I am not surprised. Having been a player in the computer industry in China for the last decade, I have witnessed firsthand its Phenomenal growth.

2) Target Market

Michael: Our target market is large corporations and government agencies. They have the most need for our computers.

Ann: I have extensive government contacts and rich experience working for Fortune 500 companies.

Michael: I see from your resume you tell us about your experiences with these companies in China?

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