BEC高级口语讲义改版稿

BEC高级口语

一、 你的第一个任务：提问摘串

TRACY备注：请你花1－2个小时的时间，将BEC高级口语考题中从P1到P3的提问中所有“串儿”摘到你的串儿口袋书里——此乃磨刀不误砍柴工也。

二、 你的第二个任务：

把下面这几个几乎必问的自我介绍类问题，彻底准备好，答案要100%准确。

你可以参考下文的示范回答，更可以到www.google.com.hk搜索自己想了解的内容。

切忌：自己写的答案并不可靠，因为，它的前提是你的写作水平要高于口语水平啊，呵呵。所以，要记住，网络搜索，是你能随时校对自己的英语水平的一个好方法。举个例子，如果你想写的是“我的梦想是成为管理咨询顾问”这样的一个内容，你可以输入become a management consultant在google中进行搜索，所出现的页面就都是和“咨询顾问”相关的页面了，你一定可以找到很多高分的“串儿”。

当然，google校对并不是很容易掌握的，不过，就算你遇到困难，你也是在练习你的英文阅读啊！而且，只要坚持，试验个几十次你就能大致掌握这种方法了。

PART 1自我介绍类的话题

PERSONAL INFORMATION（TRACY备注：仅供参考，大家尽可以有自己的回答方法。） 1. What’s your name?

a) My name is SU Chao.为对方着想 2. Where are you from?

a) My hometown is Xian, but presently I’m studying/working in Beijing. 可以提到自己的学校

b) My hometown is Beijing, and presently I’m studying in XX University. 3. Do you work or are you a student?

a) I’m a student. I’m doing XX（专业名） in XX（学校名）。

b) I work for a small trading company. I’m a sales representative. 先扣题再解释

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c) I’m between jobs at the moment. I quit my job XX ago to concentrate on English studies. After this test, I’ll look around to see what suits me. 词串的作用

4. How do you think about your major or work?

a) On one hand, I’ve always enjoyed studying English, because I find it very interesting to learn western history and culture. But on the other hand, I quite worry about my career path because in my opinion, English major means no major unless I want to work as an English teacher or editor, hehe. So, I’ve been eager to improve myself in other areas, such as business English, or Computer skills. 辨证+例子

b) I don’t really like it because it’s very boring, for example, sometimes we are required to check numbers for a whole day. In addition, I don’t think I’m very good at math and logic. So, I’m eager to acquire some other skills, such as business English. 例子，图形化

c) Finance sounds like a very prospective subject, but it’s really not my cup of tea. I’m not very good at math and logic, and the numbers and mathematical models really give me headaches. So, I’ve decided not to do anything related to financial analysis after graduation. 对比

d) I find it a very challenging major. For example, the JAVA language is really hard for me. Sometimes I spend a whole day looking for a bug. It’s terrible, isn’t it? 图形化

e) XX is often described as a “comfortable” major because our compulsory subjects such as XX and XX, all seem to be a lot easier than the courses in other majors like computer or engineering. However, I really worry if the ease in studies today may become the difficulty in job hunting tomorrow! So, I guess I have to study harder to make myself more competitive. 对比 5. Could you tell me about your ambitions for the future?

a) Well, my immediate career goal after obtaining the Bachelor’s Degree is joining an international telecommunications company, for instance, Hua Wei, or Nokia, to work as a telecommunications products sales. And then, I want to advance myself to senior sales management positions. 按时间为序的逻辑+词串

b) My short term goal is to join a big company to work in either sales or marketing department. After accumulating enough management know-how, I’ll realize my long term goal, start my own business. 时间为序

c) Frankly speaking, I haven’t decided on my career plans since I’m still just a sophomore, but I think there’s a good chance that I’ll further my studies in International Business till I get the Master’s Degree. And then, I’ll advance myself in this field. 时间为序

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三、 你的第三个任务：回答300－500个问题，并对其中100个－200个题

进行摘串。

1. 大量答题是为了加强你自己的思维。 2. 摘串是为了完善地道表达。

3. 如果你自己训练，你可以用“汉堡包式答题法”练习以下题目，即英文－中文－英文回答。

4. 推荐你找到PARTNER两个人操练，也使用汉堡包答题法，先用英文提问，再用中文提问，最后再用英文提问即可。 5. 在回答完毕之后，再进行“本讲义参考答案或者GOOGLE摘串”，把与你思路吻合的“串儿”投入自己的“串库”）

PERSONAL VIEWS

6. How has the internet changed our buying habits? 5W

7. Could you tell me how important you think English is in business life in China? 部分分层

8. Could you tell me what effect you think new technology is having on business life in China? 部分分层

9. Could you tell me what effect you think advertisements have on people in China? 举例

10. Could you tell me how working life is changing in China? 举例 11. Why is teamwork so important?

12. Do you prefer to work for a big company or a small one?

13. Can you tell me what you hope to achieve professionally in the next five years? 14. Do you think mobile phone fees should be paid by companies? 15. Can you tell me how you relax from your work or studies?

16. Can you tell me what you would like to change about your work or studies? 17. Can you tell me what you think is the biggest challenge in working life in China?

18. What are the necessary qualities of a manager? (What make a good manager?) 19. How do build teamwork?

20. Degree or experience, which is more important when choosing a job applicant? 21. Is dress code necessary?

22. What role does the computer play in modern business world?

23. How important is it to keep up to date with internet developments? 24. What’s the importance of brand image? 25. How to build a strong brand?

26. Why is training so important to a company? 27. What kinds of trainings are important to offer?

28. Why is health and safety so important for a company?

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29. What safety measures should be adopted in the workplace?

30. How important is it to offer a high salary and incentives to the staff? 31. Is it important to keep a good relationship with customers? 32. How to increase customer satisfaction? 33. Is it important to diversify production?

34. What’s the importance of marketing research? 35. What incentives are effective to motivate the staff? 36. Why do you think product quality is so important? 37. What do you think of flexible work time? 38. What do you think of working at home? 39. How to motivate the staff? 40. How to recruit the best sales?

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四、 你的第三个任务：练习提问

提问的方法

1. 灵活提问法：在倾听20－30秒之后，用中文思考出1个问题，以及一点答题提示。 2. 定式提问法：

a) 举例子，正例子 b) 举例子，反例子

c) 此事很重要，可为什么做起来这么难（如，让客户觉得自己受重视，为什么这么难？或者，让大家对健康安全负责，为何这么难？或者：时间规划为什么这么难？） d) 询问后果：如果不这么做，会怎么样？

e) 具体询问如何做，比如：什么时间做，什么地方做，什么人来做，做的目的，追求什么结果，等等）

PART 2

Oral Test Past Paper

Task Card 1

Ａ：Customer Relations: the importance of making customers feel valued. Ｂ：Company Growth: the importance to a company of controlling expansion. Ｃ：Marketing: how to ensure that agents maintain a high level of effectiveness when representing a company.

Task Card 2 A Time Management: the importance of planning work time effectively B Project Management: how to ensure inter-departmental co-operation on new projects. C Purchasing: how to evaluate and select new products.

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Task Card 3

Ａ Personnel Management: the importance to a company of having well motivated staff

Ｂ Strategic Planning: how to decide whether to purchase or rent company premises

Ｃ Sales: how to ensure that price levels for new products are set appropriately

Task Card 4 A Communication Skills: The importance of foreign language training for selected employees B Advertising: How to select a suitable agency to handle a company’s advertising C Finance: How to decide whether to float a company on the stock market

Task Card 5 A Marketing: the importance to a company of offering its products on the world-wide web B Staff Training: how to evaluate the effectiveness of company training programs C Company Growth: how to decide when it is the right time for a business to expand

Task Card 6 A Public Relations: the importance to a company of sponsoring well-known personalities from the arts and popular culture B Recruitment: how to ensure that the best candidate for a post is selected

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C Information Management: how to analyze and make effective use of information

Task Card 7 A Sales: the importance of brand image in ensuring that products or services sell well B Technology: the importance to a company of keeping up-to-date with internet developments C Quality Control: how to ensure that a company consistently maintains quality control standards

Task Card 8 A Product Promotion: how to make effective use of the media when promoting a new product or service B Project Management: the importance of teamwork for the effective management of projects C Health and Safety: how to develop a responsible attitude among staff to the health and safety requirements of a company

Task Card 9 A Technology: the importance of computer skills for the workplace of the future B Communications: how to ensure that email is used appropriately by staff for internal and external communications C Staff Development: how to administer a staff budget effectively

Task Card 10

Ａ Market Research: The importance of finding out about customer’s habits and attitudes

Ｂ Financial Management: How to identify ways of reducing costs in a company

Ｃ Communication: How to achieve an effective working relationship between different Departments within a company

Task Card 11 A Communication Skills: the importance of understanding cultural differences when working in an international environment B Personnel Management: the importance of providing employees with clear job descriptions

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C Company Growth: how to ensure that company growth proceeds at the optimal rate

Task Card 12 A Time Management: how to manage a heavy workload effectively B Health and Safety: the importance to a company of having a Health and Safety policy C Human Resources: how to ensure that staff at all levels receive appropriate feedback on individual performance

Task Card 13 A Customer Relations: how to maintain customer interest in a company’s products. B Career Planning: the importance of having a career plan in order to achieve high levels of success at work. C Product Development: the importance of product diversification to the success of a business.

Task Card 14 A Health & Safety: the importance of ensuring that all staff are aware of the need for health and safety procedures. B Communication: the importance in business of maintaining personal contact with clients. C Company Growth: how to balance company growth with production capacity.

Task Card 15 A Staff Management: how to achieve and maintain a high motivation among a workforce. B Market Research: the importance of carrying out market research for company growth. C Technology: how to plan for the impact of new technology on a company.

Task Card 16 A Career Development: the importance of acquiring a range of skills throughout your career B Customer Relations: the importance of customer services in maintaining a company’s competitiveness C Finance: how to ensure effective financial controls in a company

Task Card 17

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A Management: how to run a meeting successfully B Marketing: the importance of packaging products appropriately C Strategic Planning: the importance of involving staff in setting the objectives of a company’s business plan.

Task Card 18 A Market Research: the importance of doing market research before launching a new product. B Finance: the importance of foreign investment for a company. C Training: how to monitor internal staff training schemes effectively.

Task Card 19 A Transport Management: the importance to a business of an efficient public transport system B Sales: how to sell a product effectively in international markets C Recruitment: how to organize an effective recruitment drive

Task Card 20 A Career Planning: how to assess the career opportunities provided by different types of companies. B Transport Management: the importance of using environmentally friendly means of transport whenever possible. C Purchasing: how to ensure that stock control systems are run effectively.

Task Card 21 A Public Relations: the importance of adequate supervision and training of staff who deal with the public B Human Resources: how to provide effective support for new members of staff C Travel: the importance of being aware of differences in appropriate behavior in other cultures.

Task Card 22 A Training: the importance of a cumulous program of training within a company. B Product Promotion: the importance of selecting appropriate members of staff to attend exhibitions. C Communications: how to ensure appropriate levels of confidentiality over the long-term staffing plans of a company.

Task Card 22

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A Life Skills: the importance of being able to cope with stress in a job B Health & Safety: the importance of a safe working environment for maintaining staff morale C Production Management: how to maintain a balance between quality control and speed of production

Task Card 23 A Technology: the importance of training staff in how to use new technology when introducing it into the workplace B Purchasing: how to maintain good relationships with suppliers C Advertising: how to achieve a strong visual impact in advertisin

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Oral Test Past Paper

Part 3 Collaborative tasks （TRACY备注：请大家以“汉堡包操练法”练习以下题目。如果需要参考别人答案的思路和串儿，你可以到GOOGLE去寻找相应材料，摘串投入串库。） Task Card 1

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

FOLLOW ON QUESTIONS

? Is market research essential when introducing a new product?

? What kinds of products or services is market research most useful for?

? How accurately do you think consumers respond to marketing questionnaires? ? In what ways can companies influence consumer opinion? ? How necessary is it for a company to diversify production?

Task Card 2 Product Recall

Your company has discovered a design fault 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 undamaged by the incident

FOLLOW ON QUESTIONS

? How can attitudes to a company change if one of their products has to be recalled because of a problem over quality?

? What else can have a negative effect on consumers’ attitude to a company? ? What measures can companies introduce to avoid the need for product recalls? ? Is quality always the most important consideration for consumers when purchasing a product?

? How can companies succeed in developing brand loyalty?

Task Card 3

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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. Discuss, and decide together:

? what methods can companies use to generate ideas for improvements? ? How suggestions from members of staff could be evaluated?

FOLLOW ON QUESTIONS

? Which kinds of companies can benefit most from suggestion schemes? ? What other methods can companies use to generate ideas for improvement?

? What are the other ways of increasing staff involvement in a company? ? In what ways can company obtain suggestions or comments from customers?

? How important are new ideas for companies in maintaining competiveness?

Task Card 4 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

FOLLOW ON QUESTIONS

? What advantages would there be in working abroad for a short period of time?

? What kind of problems could staff encounter while working abroad? ? How can people get the kinds of information they need while they are working abroad?

? What effects does the increase in international contacts have on the way companies operate?

? How important is it for businesses to have their own offices abroad?

Task Card 5 Customer Base

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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 your 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

FOLLOW ON QUESTIONS

? What advantages could there be in having a relatively small customer base?

? When attracting new customers, how important is it for companies to give information about their existing clients?

? What can companies do to strengthen customer loyalty, apart from offering good customer service?

? How can companies which operate globally ensure consistently high levels of customer satisfaction?

? In what ways can companies respond to increased competition from other companies?

Task Card 6

Health and Fitness Facilities

Your company is considering 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 ? How to promote the need for health and fitness to all staff FOLLOW ON QUESTIONS

? Would company fitness facilities be equally popular among all staff? ? Should employees have to pay to use health and fitness facilities?

? What other ways are there for companies to encourage their employees to remain fit and healthy?

? Should companies include employees’ families in their healthy and fitness provision?

? Is the welfare of employees an appropriate concern for companies?

Task Card 7 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.

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Discuss, and decide together:

? Which types of financial incentives the companies could offer to staff ? What information staff would need to know about the new location FOLLOW ON QUESTIONS

? What other assistance might be necessary for staff who are relocating? ? How could staff who are unwilling to relocate be encouraged to do so? ? What do you think influences a company’s choice of location for its branches?

? What are the implications for company organization of having branches in different places?

? Do you think there will be greater international expansion of companies in the future?

Task Card 8

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

FOLLOW ON QUESTIONS

? Which incentives do you think are most effective for encouraging people to work hard?

? What disadvantages could there be in incentive scheme? ? Is it essential for companies to reward extra effort?

? How do you think companies can inspire loyalty among employees? ? How do you think the traditional employer/employee relationship might change in the future?

TASK FOR THREE CANDIDATES

Health and Fitness Facilities

Your company is considering 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

PART 3补充练习题

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1. Task Card

Sharing an Office

You are temporarily sharing an office with your partner. You have many problems. Discuss with your partner and decide:

? What are the problems you have found when sharing an office? ? How do you suggest can the problems be solved?

2. Task Card

Product presentation

Your company is about to hold a new product presentation. Some potential clients for this new product will be invited. Discuss and decide together: ? What kind of information the potential clients need to know? ? What is the most effective way of informing them about the product during their visits? 3. Task Card

Newspaper Article

You are working for a food company. A local newspaper is sending a journalist to write an article about your company. Discuss the situation together, and decide: ? Which people should the journalist meet? ? What kinds of information should be included in this article.

4. Task Card

Product Presentation

Your company is having a large production presentation meeting. You have been asked to help with the preparation for the presentation. Discuss the situation together, and decide: ? What facilities you will need

? What kinds of information you will provide for the potential customers

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5. Task Card

Attending Trade Fairs

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

6. Task Card

Promoting Tourism

An international conference on tourism will held soon. You have been appointed to a committee which will make recommendations on how your region should be promoted at the conference.

●Which types of tourist attractions and facilities generate most income from foreign visitors?

●How other attractions and facilities should be promoted effectively to foreign visitors?

7. Task Card

Recruitment Video

Your company wishes to recruit more young business graduates. You have been asked to produce a recruitment video, which will be used to attract more job applications from business students.

●What types of information about the company to include in the video? ●Which members of staff should be involved in making the video?

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8. Task Card

Foreign Workers

Your company has recently singed an agreement with a foreign company, which means that foreign business people will be working in your company for short periods. You have been asked to help with preparations for their arrival.

●How to familiarize foreign business people with the working practices of your company?

●What arrangements need to be made for the foreign staff for outside working hours?

9. Task Card

Cost cutting

Your company has decided to try to reduce costs. You have been asked to investigate the possibility of cutting the financial costs of operating your department.

●Which are the areas where costs could be cut? ●What problems might arise from cutting costs?

10. Task Card

Newspaper Article

A local newspaper is planning a series of articles about successful companies in the area, including your company. You have been asked to communicate with the newspaper about the content of the article on your company.

●What kinds of information about the company should be included? ●How the company could benefit from the newspaper article?

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11. Task Card

Staff recruitment

Your factory urgently needs to recruit a large number of temporary staff in order to fulfill an unexpected order. The staff needs to be ready to start work as soon as possible.

●What you need to do in order to find suitably skilled staff?

●What type of induction program the new staff will need before they start work?

12. Task Card

Language Courses Abroad

Your company has offered you the opportunity of attending a six-month English language course abroad. You have to decide whether to accept, and are therefore going to attend a meeting to find out more about the offer. ●What the advantages are of learning languages abroad

●What plans you will have to make for work and home if you go away

13. Task Card

Potential Supplier

A potential supplier will soon be visiting you at your workplace. You think this supplier and the products or services they offer could be very important for the future of your company.

●What you need to find out about the supplier and the products or services before the visit

●How you could entertain the supplier the negotiations

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14. Task Card

Foreign Business Travel

Your company has decided that it needs to introduce a clear policy on foreign business travel. You have been asked to help draw up the guidelines.

●What the various reasons are why members of a company make business trips abroad

●In what ways a company might be affected if the number of foreign business trips was reduced

15. Task Card

Company Directory

Your company is going to be included in an international directory of all the types of businesses operating in your country. You have been asked to write a brief profile of your company for the directory.

●What information you will include about your company ●How the directory would be useful to companies

16. Task Card

Teamwork

Your company is keen to encourage staff to work together in teams. You have been asked to suggest ways in which this could be implemented. ●How to convince staff of the advantage of teamwork ●How to evaluate the results of the company\\'s policy

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17. Task Card

Staff Fitness

Your company is keen to have a fit and healthy workforce. You have been asked to suggest ways in which this could be achieved.

●What the advantages are to a company of having a fit and healthy workforce ●What facilities a company should provide in order to encourage staff to be fit and healthy

18. Task Card

Investing in Staff Training

Your company has recently had a problem with staff leaving the company shortly after completing training courses. You have been asked to write a report for senior management on this situation.

●How to encourage staff who have undertaken training courses to stay with the company

●How to ensure that a company benefits from providing a range of facilities for its workforce

19. Task Card

Corporate Entertainment

Your company is keen to establish a policy for entertaining important clients. You have been asked to make recommendations for a policy for corporate entertainment.

●What are the advantages and disadvantages to a company of entertaining clients ●What are the criteria for selecting entertainment for clients

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20. Task Card

Staff Retirement

Your company wants to introduce a program to help staff prepare fully for retirement.

●What practical preparations staff need to make for their retirement

●What the advantages and disadvantages are to a company of staff retiring

21. Task Card

Working from Home

Your company is considering allowing some employees to work from home for part of the working week. Your managing director has asked you to write a report on this proposal.

●Which employees this system would be most suitable for

●How technology could help to make the system of working from home effective

22. Task Card

Export Office

Your company has decided to open an export office in order to deal with an

increase in orders from abroad. This office will be responsible for the company’s exports and will be visited by foreign representative. ●What kinds of jobs will be available in the new office ●What training will be needed for these jobs

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23. Task Card

New Factory

Your company is expanding and wants to open a new factory in another area. You have been asked to consider where the best place would be to locate it. ●What factors need to be considered in choosing a good location ●Which of these factors are the most important to consider

24. Task Card

Business Presentation

A local college has asked your company to give a short presentation to a group of young business students about the work of one of the departments in your company. You are in charge of organizing the presentation.

●Which department would be the most interesting for the students to hear about ●Which methods or aids could be used to make the presentation interesting for young people

25. Task Card

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.

●What kinds of incentives might help to retain staff ●How to ensure that staff satisfaction is maintained

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Part 2 Presentation回答示范（TRACY备注：这些参考答案长短不代表“考试时候的标准答案，主要是给大家提供一些思路和串儿。然，TRACY强烈建议大家多采用GOOGLE找串，因为，那样找到的串儿，都是最符合你自己的思维方式的，基本可以过目不忘。） 3. The importance of making customers feel valued

A: In my opinion making your customers feel valued is very important. //First, It can maintain the customer’s loyalty to your products so that you can further strengthen your company’s customer base. //Second, valued customers often pay their attention to your company’s development and they would like to give you some advice or suggestions which you can use to further promote the quality of your company’s products or services. This will in turn help you to attract more customers and make them feel valued. //Therefore I believe that making your customers feel valued is of great importance. 4. The importance to a company of controlling expansion

A: it is very important for a company to control its expansion, because, firstly, expansion needs a large initial investment. If your company cannot afford the long term drain on financial resources, it’s probably better to wait. Secondly, personnel and systems. If a company expands too fast, they may not have enough time to get the management team in place, and they have little time to adjust their operating systems and controls to suit the changing needs. Only when a company keeps itself at a reasonable size can the business be organized. Last but not least, controlling expansion allows us enough time to research on the markets and design new products to answer the specific needs of the changing market. 5. How to ensure that agents maintain a high level of effectiveness when

representing a company

A: there are several methods we can use in order to make our agents maintain a high level of efficiency. First, we can build an incentive system in our company to encourage our agents to maintain high level of effectiveness. Of course those who are unwilling to work hard will be punished or even fired. Second, we can train those who are lacking of experience or skills to improve the level of their effectiveness. Third, we must enhance our agents’ awareness that they are parts of the company and what they do and say when representing our company is of great importance to the development and benefits of the company.

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6. The importance of planning work time effectively

A: first an effective timetable planned by the company can avoid unnecessary time-consuming work which will have to be done by more staff than necessary. Therefore individual efficiency can be achieved. Second, an effective timetable explains in detail every step the staff members need to follow to finish the work and the exact time they will spend, which will enable the staff to get clear idea about the time limitation and to finish every step before deadline. Therefore the production or service of the company will go at a fast pace. 7. How to ensure inter-departmental co-operation on new projects

A: to ensure inter-departmental co-operation on new projects the first thing we should do is to set up a clear objective among all departments. Everyone in every department should know exactly what the company will do with these new projects, what the company expects from the new projects and what each department should do during the inter-departmental co-operation. Second, an intra-net should be built in the company so that every department will have the chance to communicate with others about their plans on the new projects. In addition, different ideas can be discussed and final decision can be made on net. Third, a sound environment of teamwork should be encouraged and special attention should be paid to establishing inter-departmental teamwork spirit. 8. How to evaluate and select new products

A: the evaluation and selection of new products should be based on two aspects. First, we can evaluate and select new products according to their performances in market. We can carry out an investigation on how customers like these new products. The results can be used to help to establish the guideline under which new products are evaluated and selected. Second, we can make a trial purchasing of the new products and test their qualities to see if they meet our demands. If the result of the test is fine then we just go ahead to make large orders with the producers and if not we just stop and won’t suffer any loss. 9. The importance to a company of having well motivated staff

A: It’s crucially important for a company to have well-motivated staff. First, staff’s morale represents a company’s image. If the employees are low-spirited, the customers won’t trust the brand at all. Second, well-motivated staff can maintain a high level of effectiveness. It’s had to believe that a company full of low spirited employees can have good performance. Third, well motivate staff can

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also help create a sound environment of mutual help and mutual understanding within the company and stimulate their colleagues’ morale, which will definitely improve the efficiency of the company. Therefore it’s very important for a company to have well motivated staff.

10. How to decide whether to purchase or rent company premises

A: first we should see to it that we check the financial situation of our company before we decide whether to purchase or rent company premises. As we all know we will have to spend much more money in purchasing premises than renting them. Therefore we should check our company’s financial situation to see whether we now have enough money to purchase premises. Any ignorance of current financial situation will break company’s cash flow or even undermine the company’s normal production.

Second we should ask ourselves the aim that makes us purchase or rent premises. Do we want to set up our headquarters for a long-term investigation which will definitely need us to purchase buildings or just build a branch for a short-term project which requires only some rented houses?

After all these careful studies we can make our decision.

11. How to ensure that price levels for new products are set appropriately

A: first we should consider the cost of our new products before we put them into the market. The price level we set should at least include all the cost and investment and make us gain some margins. Using advanced cost analysis software is usually necessary in this step. Second we should carry out an investigation or market research in the target market to see what price level can be accepted by our potential customers. What’s worth mentioning is that we must make sure that the research results are accurate. We will also have to study the consumer’s habits and the popularity of our new products in the target market. Only through these comprehensive investigations can we ensure the appropriate price levels of our new products.

12. The importance of foreign language training for selected employees

A: companies often select some of their employees and appoint them as representatives to deal with foreign trade, export and other international businesses. Therefore it’s vital for companies to give selected employees foreign language training. First in order to do international business well sales persons should know different cultures of different countries in which people are doing business with each other. The most effective way to understand these is through foreign

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language learning which can be reinforced in the foreign languages courses sponsored by companies. After training employees can communicate freely with their foreign clients and more contracts will be signed. Second, with employees mastering a variety of foreign languages cross-nation cultures can be introduced to companies and contact with the outside world can be promoted, which will gradually make a company evolve into a multi-national one.

13. How to select a suitable agency to handle a company’s advertising

A: three points should be considered in order to select a suitable agency. First, the selected agency should be familiar with the character of the products which the company wants to advertise so that the best features of the advertised products of the company can be demonstrated by the advertisement. Second, the agency should have profound knowledge in designing producing and publishing advertisement which is not only a kind of art but also an important marketing method. Third, the selected agency should have the strong ability to combine the aesthetic presented by the advertisement with the need of the company to promote products.

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

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

15. The importance to a company of offering its products on the world-wild

web

A: first offering your products on the internet is in itself a new and very effective means of advertising which you can make use of. People at very corner of the world with the access to the Internet will get to know your products as well as their quality price functions. You won’t have to worry about putting a large sum of money on your advertising because the on-line advertisement is much cheaper

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than TV commercials. Second you can sell your products directly on the internet and you don’t even need to open your sales channels which used to take up too much money and resource of your company. Your products will be purchased through world-wild web and you will get your money through the E-bank which will automatically transfer the money into your account.

16. How to evaluate the effectiveness of company training programs

A: the following procedures can help us to evaluate the effectiveness of our company’s training programs. First we should carry out examinations on our staff who attend the programs and we check the results to see if the goals of our training programs have been achieved. Readjustment will be made accordingly to ensure that our programs are moving towards the correct direction. Second we should hand out questionnaires to find out how our trainees like their training programs. The feed-back will be presented on the board and all the senior staff in charge of programs will discuss the feed-back and make necessary changes. Third we will encourage everyone attending the programs to give us their advice which we can use to improve the effectiveness of our programs.

17. How to decide when it is the right time for a business to expand

A: you should check the current status of your company including the capital you own the technology you apply and the human resource you have. As we all know money is an important factor in business expansion. So make sure that you have enough money for your expansion. Another importance factor is technology and advanced technology can help you in your expansion because it will provide you with decisive driving force and enhance the efficiency of your business. You will also need qualified staff who will shoulder more responsibility and are willing to meet the challenges resulted from your expansion. When you find your business meets the above three criteria go ahead and expand yourself.

18. The importance to a company of sponsoring well-known personalities from

the arts and popular culture

A: In many cases personalities from the arts and popular culture are the idols for the public and they are what we call stars who can have great influence on the public’s opinion because people are keen to know what their idols are wearing using or buying and then try to follow suit. That is to say if you sponsor well-known personalities to promote your products or services you will very much likely to attract more customers and persuade them to buy your products.

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Therefore it is very important for a company to sponsor well-known personalities from arts and popular culture.

19. How to ensure that the best candidate for a post is selected

A: during the selection we should pay attention to the candidates’ quality and attribute. Quality refers to the candidate’s ability to conduct his or her future work. During the interview candidates will have to be asked to demonstrate their ability to solve problems and deal with emergencies. In addition the other important factor should also be considered. That is the attribute of the candidate. It has something to do with the candidate’s character and value. Those whose value is in the conflict of the company’s ethics will not be considered as best candidate even if they demonstrate remarkable ability in their work.

20. How to analyze and make effective use of information

First we should set up our own data base to restore useful information which is not only the resource but also the asset of our company. Second we should monitor and control the information so that every piece of useful information can be retained for our further analyze and every piece of irrelevant or redundant information can be deleted. Third we should emphasize on the timing of the information we get. We won’t allow the using of any obsolete information so that we can ensure that our information flow runs without any blockage and every piece of information we get is up-to-date.

21. The importance of brand image in ensuring that products or services sell

well

A: the brand image is plays an important role in ensuring that your company’s products or services sell well. First a sound brand image means that the products or services of your company enjoy a high prestige and have high qualities which will drive automatically both current and potential customers to buy your products or services on a regular basis. It therefore helps you to expand your customer base or even open some new markets. In addition companies with sound brand images can attract their customers not only through their high-quality products or services but also through the popularity and fame presented by their brand images. In any case it’s easy for a company with sound brand image to promote and sell its products or services.

22. The importance to a company of keeping up-to-date with internet

development

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A: it is undoubted that the Internet will exert great impact on people’s work and lives. Any company cannot afford to neglect importance of the internet which is changing and will continue to change the way people do their business at an unprecedented speed. The latest internet technology can enable you to get more opportunities to propagandize promote and sell your products or services on the net. With the help of the latest net technology you are more likely to win in the increasingly competitive market of today and tomorrow. Therefore companies should watch closely the latest development of the internet and try to apply it in their daily business.

23. How to ensure that a company consistently maintains quality control

standards

A: first the company should build an independent quality control system which can monitor the implementation of quality control at any stage of the production and can report the results directly to the board. Second the company needs an incentive system to encourage and reward the employees who meet exactly the quality control standards and punish those who fail. Third the company should ensure that everyone in the company knows the importance of quality control and should keep their employees in mind that their company needs their devotion to the consistent maintenance of quality control standards.

24. How to make effective use of the media when promoting a new product or

service

A: first you should ensure that the media you are going to use knows the importance of promoting a new product or service for you. Let them know the quality or function of your product or service and demonstrate to them that your product or service is really good and suits the need of the public so that they will spare no efforts to help you promote the product or service. Second think about the suitable type of media you’d like to use. If you are to present to the whole world your new product then use the internet and if you just want to sell your products to the local people you can select the local newspaper or other local media. This way you can control the money you spend on the advertisement and thus make more effective use of the media you choose.

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

A: to manage projects involves heavy workload and requires much of the company’s energy and human resource. However by using teamwork we can make

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

26. How to develop a responsible attitude among staff to the health and safety

requirements of a company

A: first we should let our staff know the importance of the health and safety requirements which are not only connected closely to the well-being of the company but also the well-being of the staff themselves. Required by law the health and safety requirements play an important role in protecting individuals against any possible harm during the work. Any failure to meet these requirements can lead to the loss of property or even lives. Second we can build an incentive system to reward staff who have responsible attitude and punish those who do not. This way we can relate our staff’s attitudes to their individual interests and then help them or force them to develop the right attitude.

27. The importance of computer skills for the workplace of the future

A: the workplace of the future has the following features: mobile virtual and on-line. All of these features require the application of computer skills at workplace. By using PDA and mobile PC technology we can change the traditional workplace into a brand new one with high mobility. In addition network technology enables us to communicate at any place with the access to the internet which will fundamentally change the concept of workplace. The old workplace will be therefore replaced by the virtual and on-line one which might be your home your car or your cabin where you spend your holiday. It is clear that the computer skills are very important to the workplace of the future.

28. How to ensure that e-mail is used appropriately by staff for internal and

external communications

A: first we should train our staff how to use e-mail to conduct internal and external communications. The training should includes how to build one’s own on-line mailbox to receive and send e-mail how to circulate e-mail and how to update the

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information. Second we should build the monitoring system to watch if our staff use their e-mail correctly. Under the surveillance of this system any irrelevant or redundant e-mail will be deleted automatically to ensure our staff won’t waste their time on them. Third we should make sure that the intra-net of our company is quick and efficient enough to allow our staff to use the function of e-mail and we should also ensure that our company’s access to the Internet remain stable and unblocked.

29. How to administer staff budget effectively

A: staff budget refers to the company’s expenses on recruitment and management of human resources. To administer it effectively we should first make a set of guidelines under which every activity involving staff recruitment or management is to be reported and planned in detail so that the cost of these activities will be under the administration of the people concerned. Second we can introduce a simple and realistic corporate culture to our company so that everyone of our company knows well the importance of cost-cutting especially in staff budget. Third members in charge of staff budget administration should be open with other members. They should explain in detail where the budget goes why the budget is cut or expanded and what company can expect from the budget.

30. The importance of finding out about customer’s habits and attitudes

A: as we all know your customer’s habits and attitude will exert a great influence on the production and sales of your products or services. Customer’s habits especially their consuming habits will decide to what extent they can accept the price of your products which will directly affect the pricing of your products. Customer’s attitudes towards your products or service reflect the quality of your products or services and will decide whether your products or services can remain popular on the market. So if you carry out research to find out about their habits and attitudes you can gear the production and sales of our products towards a right direction.

31. How to identify ways of reducing costs in a company

A: first we can hold a meeting within the company and ask every member attending the meeting to discuss openly where they think the costs originate and how to reduce the costs. Afterwards we collect the feedback and carry out the research on it to see if our staff’s opinion is true. If their opinion reflects the current situation then we set out to list every possible way of reducing costs and follow it to reduce our costs. Second, as top leaders we should ask department

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managers to create a diagram showing clearly the exact procedures of their tasks and check every procedure to see if there is extra cost and to decide how to solve it. Third we can learn from other companies’ experience of reducing costs and check if there is any similarity between us and those companies in reducing costs. Their ways will probably become great helps for us.

32. How to achieve an effective working relationship between different

Departments within a company

A: first we should try out best to create a team spirit within the company and between different departments so that members from different departments can know the importance of team work and share the identity that what they are doing now is not just for their own departments but for the well-being of their company. This way there will be a sound environment of mutual help and mutual trust between different departments which can help all members to work effectively. Second company should do something to help people from different departments to understand and communicate with each other. For example we can hold monthly gathering in which everyone can have the chance to know each other speak to each other and share their experience in work so that they will work in a spirit of shelving differences while retaining common ground.

33. Customer relation: the importance of offering incentives to customers

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

34. Product promotion: how to ensure that products are promoted effectively at

international trade fairs.

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

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

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35. How to reduce labor turnover rates

In order to reduce labor turnover rates we must take the following effective measures:

Set up a clear staff appraisal process to make sure that the performance of every staff can be evaluated openly and honestly and their promotion is based on their contribution to the company. Thus no one will complain about unfair promotion which once forced some of your staff to leave their jobs.

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

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

36. Career development: the importance of being willing to acquire new skills

throughout your career

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

37. International sales: how to research foreign markets effectively

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

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

38. Production management: how to implement an effective just-in-time system What is a JIT production system?

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

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

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

39. Travel: the importance of being able to speak foreign languages in

international business

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

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

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

41. Human resources: how to use staff appraisal schemes

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

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

42. Advertising: the importance of television and cinema advertisement

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

43. Staff management: how to ensure effective lines of communication between

the workforce and management

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

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

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

44. Finance: how to ensure accurate cashflow forecasts

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

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

45. International sales: how to decide which sales incentives to offer a new

foreign customer

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46.

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

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

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

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

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

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

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

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49.

The importance of selecting appropriate members of staff to attend exhibitions

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

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

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

注释：stock control system 存货控制，不会因库存过低而使生产收到影响，也不会因库存过多而占压资金并增加管理上的困难。

51. Meeting: the importance of regular meeting with suppliers

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

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

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

53. The importance of providing employees with clear job descriptions

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

54. The importance of understanding cultural differences when working in an

international environment

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

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

56. How to manage a heavy workload effectively

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

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

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

58. How to ensure that staff at all levels receive appropriate feedback on

individual performance

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

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

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

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Try to show your customers that your products have great potentials so that they will keep their interest in your products.

60. The importance of having a career plan in order to achieve high levels of

success at work

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

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

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

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

A: some of your clients are your important suppliers and others are your distributors. Therefore keeping contact with them means you keep a good communication with your suppliers or distributors whose information is crucial to your production and sales. Any information you gain from your client can be used to test the popularity of your products. Usually formal or official contact with your clients won’t give you much more opportunities to get the information you need. Personal contact however can be developed into a very useful contact since it can produce a sound environment in which you talk to your clients personally. And

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