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商务英语(上)形考册答案

商务英语（上）简答题总结

几个重要概念

●STEP analysis-------STEP stands for Sociological, Technological, Economic and Political.

(STEEP---Sociological, Technological, Economic, Ecological and Political). It is a useful management tool which helps companies understand the external factors that can affect their businesses.

●TQM-----It stands for Total, Quality, and Management.

●SWOT-----It stands for Strengths, Weaknesses, Opportunities, and Threats. It is a

management tool which helps an organization to identify its strengths and weakness, understand the opportunities presented by the marketplace and the threats that it faces in the market.

●SMART-----It stands for Specific, Measurable, Achievable, Relevant, and Timed. It is a

important planning tool which helps an organization to realize its goals. It makes the goals specific, measurable, achievable, relevant and timed. It can help check the feasibility of the objectives made by the company.

●Annual report-----It will look back over the year and will talk about the profit and loss

account, detail the cash-flow forecast, where cash has come from, where it’s gone, and also will look at the balance sheet at the beginning or end of the year that’s just ended.

●The balance sheet ---this statement shows an organization’s assets(what is owns)against its

liabilities(what it owes) at a particular time----usually the beginning or end of a financial period, such as a month or year.

●Cash flow---- The cash flow shows where cash comes from and where it goes over a period of time. The cash-flow forecast is a document that’s going to enable you to monitor and control your business.

●The profit and loss account---This compares what the company has earned from sales with

what the company spent to make those sales.

作业1

Module 1 Changes and the company

1．What are the different ways in which organizations can be structured？

Organizations often have either a tall structure or a flat structure.

A tall structure usually has many levels or layers of management. It is hierarchical.

A flat structure has fewer layers of management. This often results in more individual responsibility.

2．What factors may contribute to the changes in an organization？

It considers changes which have happened as a result of technology, new working practices and increasing globalization.

Sociological, Technological, Economic, Ecological and Political factors may contribute to the changes in an organization.

3. How have these changes affected people at work? How have the changes affected people personally?

Effects on people at work:

Positive:

working with new technology, such as quicker communication , to be more convenient，efficient, increased efficiency, Work from home/telecommuting.

Increased job security

Going to other country or place to work/

Set up one’s own business, developing his career

Negative:

Bring more challenge and opportunities

Under great pressure, stressful and difficult, severe competition

Effects on people personally

Experiencing a different lifestyle

Traveling

Improved salary

Change a job easily

4．How does an organization operate in a global market？(p22)

In response to this growing global market, companies need to make changes to adapt.

1)Building capacity-----Businesses have attempted to remain competitive and commercially profitable on the global market. They have also aimed to attain world-class performance.

2)Investing in people------Focusing on developing the potential of each individual employee.

3)Meeting customer expectations—Satisfying the greater choice as well as lower prices demanded by customers

4)Strengthening the role of management----Promoting a vision that everyone working in the company can understand.

5. Advantages and disadvantages of working at home?

Find a balance between working at home and working in the office. One can’t work in complete isolation. One needs some contact with the outside world.

Module 2 The Customer

6 How important is a strong customer service policy to the success of the company?

A company’s success mainly depends on the customers . Without a strong customer service, a company can’t make living and survive for a long time. A strong customer service policy ensures the improvement of the customer service.

7. What is a company supposed to do to improve customer service?

Making everyone aware of how important a good customer service is.

Train the staff on customer care. Every one should learn to be more helpful, pleasant and friendly

Provide a friendly e nvironment to get customers’ feedback quickly to meet their needs.

8. About brand values, what should a company do to increase its brand value?

The five brand values are: quality, friendliness, innovation, value for money and choice.

In order to increase the brand value, a company should provide the higher quality of products and service; train the staff to be more friendly and knowledgeable; innovate frequently; improve its service to a high level ; have various products available; have a good supervision system.

9 How do you get customer feedback? How do you conduct the survey? How do you select the sample group of people? (Or how are you supposed to?)

第一问:

There are three ways of getting feedback from customers: in face-to-face interviews, on the telephone and through a written questionnaire.

第二问:

Choose a sample of the target customers to ask questions relating to the data the company needs.

conducting an interview

Telephone the customers

Hand out the company’s questionnaires ,brochures or materials for the customers to fill in.

Send emails or letter to the customers

第三问：

survey the sample group of people in their own home is often useful. There are three main types of survey: doorstep interviews, postal surveys and telephone surveys.

10 What is Total Quality Management? What is the difference between TQM and traditional management?

第一问：

TQM stands for Total Quality Management. Total means that everyone is involved in the final product or service to the customer. Quality is a objective rather than a subjective concept, we must understand it in the same way. We can measure and manage it. Management means TQM will not happen by accident.

第二问：

The traditional idea of quality control is of people checking finished articles to see if they come up to standard, rejecting those that don’t and investigating problems when they happen. This is a reactive approach to quality---“Wait until something goes wrong and then fix it”.

But TQM is quite different from that. It is a proactive rather than a reactive process.

11 What is “cash flow”?

The cash flow shows where cash comes from and where it goes over a period of time.

12 How do you give a presentation about the company’s financial performance?P141

I should prepare well by writing out what I want to say and then pra cticing it. However, it isn’t a good idea to read it because I can’t sound very natural and can’t make eye contact with my audience. So I will talk from notes I’ve made. In the presentation I will dress formally and prepare

some visual aids to help me.

Most presentations follow a similar structure and often use the same language. Normally it is divided into six parts: Greeting, Introducing the purpose of the presentation, Introducing the sequence of the presentation, Referring to visuals, Changing topic, and Summarizing and concluding.

13 What should a business plan include? P150

It usually should include:

1)Executive summary

2)Nature of the business

3)Management of the business

4)Sales and marketing

5)Product and services

6)Premises, equipment and vehicles

7)Legal and insurance

8)Financial planning-profit and loss

9)Monitoring performance-cash-flow forecast

10)Personal survival budget

11)Assessing profitability

12)Contingency plans/risk assessment

14 What is the business plan for?

It helps a company to look back the performance in the past and anticipate trends and see opportunities before the competition does.

It is for a company to ask for loan from bank and investment from shareholders or investors. It helps you to set up a new business. The cash-flow forecast is a document that’s going to enable you to monitor and control your business.

15 Could you tell some of the reasons why some businesses fail?

Most of those companies go out of business because of working capital or cash-flow problems. Many small businesses fail because they don’t understand finance well.

Increasing sales too quickly is one of the largest causes of small business failure.

Your customers paid late. You couldn’t pay your suppliers.

Your suppliers stopped supplying you, You could n’t produce any more products.

You didn’t supply your customers on time, They went to your competitors instead.

You did n’t pay your staff regularly, They left to find more secure jobs.

You borrowed more money from the bank, You couldn’t pay the interest.

作业2

16 What is the procedure of market research? How do you write market research reports ( in terms of structure and language)?（按照结构和语言）

第一问：

1)Find the focus group to carry out the market research.

2)Finish the questionnaire

3)Prepare the market research reports

第二问：

A market research report will usually contain the following sections:

1)Introduction

2)Aims The aim of this research is to….

3)Methodology(the methods) This research was administered using a questionnaire by

inviting (+人数) customers.

4)Results/Key findings

5)Conclusions and recommendations To sum up, …

17 What is the proper attitude towards teamwork?

Working in teams may:

1)be motivating

2)Be interesting

3)Be educational

4)Give members the opportunity to work with different people

5)give team members a sense that they are doing something useful.

6)Make members feel more valuable or important

7)Allow different abilities to be used on a project

8)Produce better solutions to problems more quickly

18 What’s the function of a team leader?

The function of a team leader is overall planning and coordination of different departments.

19 When the new product is finished, how do you promote the product?

I will promote the product internally and externally.

There are many ways to promote the product such as through Brochure, advertisements, direct selling, presentations, point-of-sale displays, newspaper article and posters and so on.

20 Do you have to promote the new product internally? How do you promote your product internationally?

Yes, I do. One of the purposes of the internal promotion to the managers and staff was to get their opinions on the product and to identify the problem. Then I will know how to solve the problem to make the products better.

For promoting internationally, I will promote the products in the international exhibition center, book a stand at the Exposition or launch TV advertisement or promote online.

21 What kind of technology are you using in your work?

I am using the ICT(Information Communication Technology) in my work. I also use Internet, intranet, computer, printer, photocopier, scanner and so on.

22 How do you react to new technologies?(Do you like it? Do you feel like to get some training? Any rejections to the technologies?

They are very useful. I’m in favor of them. They are very convenient for me. They can help me improve my efficiency.

I like to get some training. It will make me competitive and more capable of my work. Thought new technologies bring us lots of opportunities, they also have some shortcomings. Some people will make use of them to commit crimes. They can easily cheat on line.

23 What if you were not using the technology?

Without using the technology, I wouldn’t be able to do work and my working efficiency will be very low.

24 Taking IT (or ICT) for example, what are the strengths and weaknesses of this technology? Strengths:

1) It is very useful. The Internet and the intranet bring us a great change in the ways we do things.

We use it not only for posting information for general use, but we also use it for forums. The team members in the forum can work in different places or countries. We can easily search information online.

2) Because of globalization, ICT allows us to contact with the whole world easily.

3) It saves people ‘s time. It allows people work from home or other places instead of office room.

Weaknesses:

1) People spend more time communicating through their modems even in the same office that talking face to face. People become more isolated.

2) It makes people lazy.

25 What technology skills a person has to have so as to get or stay at a job in business?

A person should know :

how to use some basic office software such as Word processing software, Excel, PowerPoint and so on.

how to send and receive email or fax.

How to use the photocopier.

How to surf online to find the information what the company need

26 What is the process of recruitment?

1) Deciding to employ new staff--------This is the writing of a job description and a person specification to identify exactly the type of person needed for the post.

2) Job application.----------Companies place an advertisement for the vacancy. The applicants will write a CV and a covering letter and then send them to the companies.

3) Selection and rejection of applicants.-----Companies interview and select new staff. And applicants apply for the position.

4) Companies introduce new staff to the new position.-----------induction

27 For the applicants, what is the process of applying for posts?

1) Identifying the vacancy.

2) Writing a CV and a covering letter(附上的说明信)

3) Preparing for a interview and taking the interview.

28 How to write a CV?

are three main formats : Chronological/time order, functional, and predictive. And you need to write a covering letter together with your CV.

number etc, include information about your education, career and skills. It should give information about the tasks and responsibilities of the jobs you have done.

29 How to win a chance of interview? How to prepare for an interview? How to behave in an interview?(p88)

第一问:

Preparation is the key to win a chance of interview. Firstly, You should meet the requirement needed by the company. You should be knowledgeable and experienced in the relevant field for the post. Secondly, you should write a good CV and a good covering letter..

第二问:

You should find out as much as you can about the company.

Read over the application form or your CV because the interviewers will start their questions from what you have already sent to them. So remember what you’ve put in.

Also think about the questions they might ask you. You will almost normally be asked why you want the job, or why they should give you the job above the other candidates.

Prepare a few questions for asking them to show you can think for yourself.

第三问:

You’ve got to convince the interviewer that you’re the person they want.

Speak positively about yourself and emphasize your strengths, skills and talents.

Be confident and have self-belief.

It’s worth being honest, but often you can turn a weakness into a strength.

30 What will the company look at in a candidate when choosing the right person?

The company looks for a candidate who is keen on the job, who really wants that job.

They also look at whether you are knowledgeable and experienced in the relevant field for the post.

作业3

31 How do you conduct research on competition?(p123)8+6

I conduct research on competition through:

--Continuous market research

--Buy trade magazines

--Audit consumer use of different brands

--Visit other companies’ headquarters

--Audit shops and their sales

--Speak to the employees of other organizations

--Look at other organizations’ annual reports

--Visit trade fairs

Visit local library

Search the internet

Track media commentary

Make direct enquires

Study product literature

Use your eyes.

32 What are the different kinds of market research?p138(7)

Attitude research

Motivational research

Qualitative market research

Quantitative market research

Desk research

Marketing communications research

Omnibus survey

33 What is SMART action plan? How important is the SMART action plan?

It stands for Specific, Measurable, Achievable, Relevant, and Timed.

The SMART action plan is a very important planning tool which helps an organization to realize its goals. It makes the goals Specific, Measurable, Achievable, Relevant, and Timed. According to this plan, an organization can make its business successful. It can help check the feasibility of the objectives made by an organization.

34 What is SWOT analysis? How important is SWOT analysis when a company needs to identify areas to change or develop?

It stands for Strengths, Weaknesses, Opportunities, and Threats.

It is used by organizations as a means of identifying areas, which may need to be changed, or areas, which can be developed. This type of analytical tool represents an effort (成果) to examine the interaction between the particular features of your business and the external marketplace in which you compete.

35 How do you promote your brand image? What ads are good ads?

第一问:

Brand image is the image of a company’s products or serv ices. It is promoted by the advertising. And I need to choose an attractive name, improve the quality of products and service and make them value for money. It’s also very important to train the staff carefully, because the internal communication can make every staff understand what the company’s about to promote the brand image. I need to focus on reliability and customer care as well.

第二问:

attractive

honest

interesting

meaningful

36 What qualities and skills do you think are necessary or useful for an effective salesperson?

An effective salesperson should have the following skills and qualities:

Identifying the customer’s needs exactl y;

Describing those benefits of the product which meet that customer’s needs;

Using evidence to support any claims made;

Overcoming objections;

Closing the sale successfully.

37 How do you know what your customers need? How do you take customer’s complain t?

第一问:There are many ways to know what the customers need such as asking questions directly, doing market research.

第二问:Customer’s complaints can actually be a good thing for a company that takes customer service seriously. One study shows that dissatisfaction with a supplier is by far the most common reason why people switch from one company to another when buying a given product or service. I should take customer’s complaint as a good opportunity to correct my business and make it more competitive and successful.

38 How do you present your product to your (potential) customer?

The customer is more likely to be interested in the benefits of the product that its features. So when I present my product to my customer, I need to highlight the benefits to the customer. And I will use various promotional methods such as brochure, leaflet, sales presentation, and point-of-sales etc.

39 What is the process of sales negotiation? What language skills ( or any other skills) are needed in negotiation?（p187）

第一问:There are seven stages of a negotiation process. They are:

1 Greeting & small talk

2 Drawing up the agenda

3 Putting forward a proposal

4 Turning down a proposal

5 Trading

6 Running through the main points agreed

7 Closing the sale

第二问: In terms of language skills, the followings are needed:

Using the conditional---First conditional, Second conditional, Third conditional

Using open-ended questions

It’s polite to acknowledge the other person’s opinion before you disagree with them unl ess you feel very strongly about the subject.

40 How do you deal with the different management and business styles in different cultures?

In order to deal with the different management and business styles in different cultures, I can employ local managers to combine the strength of local knowledge with global reach, employ global executive, manage people differently in different countries, and develop a set of

management competencies used worldwide.

And another important method is to identify, respect and adapt to the culture difference.

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2014 春 1．What do you think globalization means What global companies can you think of What industries are they in Do global companies do more harm than good In my opinion,globalization means a company set up subsidiaries in the other countries and make them into local companies.And setting up new companies means the transferring of technology and capital.When referring to global companies ,we may easy to think of P&G,KFC,AIRBUS,NOKIA and so on.These companies are in different industries,some in instant food industries,some in heavy industries,some in aviation industries.It may difficult to say absolutely global companies do more harm or do more good.It obviously that global companies give us much cheaper and higher quality products which make us enjoy a more comfortable life.Also global companies introduced more advanced technology and management skills.But on the other hand,with the strong competition,some national companies is eliminating and our national culture is also disappear with the step of globalization. 2．Are you influenced by brands when you choose products or services (Why or why not) Would you consider buying a new brand of product newly introduced to the market (Why or why not) What do you think a company should do to create brand awareness for a new brand I think whether I influenced by the brands depend on different kinds of things.When I choose something I use everyday such as shampoo,I will firstly take brands into consideration.Because I think shampoo is a kind of chemical product,some small companies may put some unhealthy addition ,which may have a bad influence on my health.But when I choose cloths ,I think style and quality are important than brands.Generally I don’t want to have a try to a new brand of product,because I think it is not worthy for me to try a product with uncertainty.But if there are some discount or free-trying,I’d like to have a try. For a company which wants to create brand awareness,I have some suggestions.Firstly it’s necessary to make a product recognise. Secondly,the company should associate with specific quality with his brand.Thirdly,forming a customer loyalty is important for a company. 3．What is important when arranging a business trip abroad ?Type of transport ?Accommodation ?Contact person I think when arranging a business trip abroad there are three things to consider. First, you must choose the type of transport. As overseas travels involve long distances, the plane is the best choice for reaching your destination rapidly. Secondly, you should also consider what accommodation best suits your purposes. Choosing a hotel with all modern conveniences and communication facilities will help you accomplish your tasks much better. Lastly, you should have a contact person who has important local connections and up-to-date local business information. 4．Do you think that the advertising practices described below are acceptable Why ?Using children in advertisements ?Using film stars in advertisements ?Promoting alcohol on TV ?Comparing your products to your competitors’ products 孩子：When the children's minds are not fully mature, parents are keen to cultivate children's talent ,practicing courage to help them grow better. But sometimes the situation is that kids do not necessarily very keen on this, some children may not have extraordinary talent. And also in the growth process, the psychological gap can not be avoided. 名人：弊端Celebrity endorsement ads make compelling product.Celebrity endorsement advertising can deepen people's perception of the brand. Increase sales by star.好处:Star negative information affects the consumers for the product choice; celebrity endorsements make false advertising for fame and wealth; Celebrity endorsements misled consumers, make consumers los when choosing goods. 电视宣传酒精：On behalf of the Chinese splendid culture. Chinese wine has a long history of wine as a special drink which witnessed the rise and fall of a dynasty.Moderate amounts of wine is beneficial to the health of the body, but drinking too much can lead to serious consequences, such as drunk driving.

商务英语1形考任务6

1：— Hello, Sally. What’s the matter with you? You look worried. 答案：What shall I do if a customer doesn’t pay up on the due date? 2：— Sally, could you lend me your calculator? Mine is not working. 答案：Sure, why do you need it? 3：— The senior managers need the results from last month straight away, so I can’t stop 答案：Ok, see you later. 4：— What if he still doesn't pay up? 答案：If it's a small amount we write it off as bad debt. For larger sums we… 5：— You need to work with other colleagues to look after that. 答案：Thanks.I’m grateful for your suggestions. 6：答案：It 7： is very important that you don’t make any mistakes when you calculate those your check is received within a week we shall have no alternative. 答案：Unless 8：A week ago, I sent him a statement 答案：showing the amount overdue. 9：After that, we have to post 答案：a series of letters. 10：Don’t worry so much -- 答案：worrying is my job! 11：For larger sums we take legal steps to 答案：recover the money. 12：He didn’t seem to 答案：take any actions. 13：I have to 答案：work out the profit from last month. 14：Those numbers come to mean the world to you 答案：because they give you the record of how 15：We are usually very prompt 答案：in settling your accounts. 二、听力理解：请听下面的对话，根据对话内容进行判断，正确为 T，错误为 F。 1. Lily’s calculator is not working.{T; F} 答案：子问题1：F; 子问题2：T; 子问题3：F; 子问题4：T; 子问题5：T 二、完形填空：阅读下面短文，从 A、B、C 三个选项中选出能填入空白处的恰当选项。 PURPOSE OF ACCOUNTING 答案：子问题1：B; 子问题2：A; 子问题3：B; 子问题4：C; 子问题5：A 二、阅读理解：阅读下面的短文，根据文章内容从 A、B、C 三个选项中选出一个最佳选项。 ACCOUNTING IS MORE THAN NUMBERS 答案：子问题1：A; 子问题2：C; 子问题3：B; 子问题4：A; 子问题5：C 二、阅读理解：阅读下面的对话，选择合适的内容将对话补充完整。 Dear Sirs,_ 答案：子问题1：C; 子问题2：E; 子问题3：A; 子问题4：D; 子问题5：B

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★绝密·考试前严禁任何人翻阅全国外经贸从业人员考试国际商务英语等级考试（初级）试题册考试时间： 2014 年 5 月 31 日09:30-11:30 ※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※※ 考生姓名：准考证号：考点（考区）：注意事项（答一、考生将姓名、身份证号、考试项目、考点（考区）、准考证号填涂在试题册及答题卡题纸）相应位置。二、考生在规定考试时间内做完试题册上的试题，并将答案填涂在答题卡（答题纸）相应位置，写在试题册上的答案一律无效。全部答题时间为120 分钟。三、考生在答题卡上作答时，切忌超出答题区域。如因超出区域作答导致答题卡失效，由考生个人负责。客观题按题号顺序进行填涂，主观题在每题左上角写清题号按顺序作答。凡因题号不清导致考试成绩有误，由考生个人负责。四、考生不得将试题册、答题卡（答题纸）带出考场。考试结束，监考员收卷后考生方可离开考场。五、考生注意对自己的答案保密。若被抄袭，一经发现，后果自负。

★ 请将答案写在答题卡上，答案写在试卷上无效。一、客观题（本大题有60 小题，每小题 1 分，共 60 分） [1-20] Listening: 20%（听力，20分） Section A Directions: Listen to the following dialogue and choose the correct word or words to fill each gap from A,B,C or D. This section accounts for 5 points. Each question will be read twice. Mike: It would be nice to see you again, Mary. Are you free on Sunday evening? Mary: I ’m sorry, I ’m not. I ’ve got to visit my aunt1. Mike: Oh, that s’a pity. Monday ’s difficult for me. What about Tuesday evening? Mart: Tuesday ’s bad for me as well. I ’ve got to go to a meeting. Mike: Wednesday then? Mary: No, Wednesday’s out for me, I’m afraid. I ’ve got to 2 and do some work. I really must. Mike: Oh, that ’s a shame. Well, I can’t 3Thursday. What about Friday? Mary: I ’m4sorry. I’ve got to go out for dinner on Friday. Mike: Have you got to? Can ’tyou get out of it? Mary: I ’m afraid not. I ’ve simply got to go. Mike: Well, it looks as if we’ll have to wait till next week then. Mary: Yes, I ’m sorry, Mike. Look, I must go now. I have to meet Lisa in ten minutes. Ring me next week 5 . Mike: Fine. Try and keep an evening free for me. 1． A. in the hospital B. in hospital C. in hotel D. in hostel 2． A. stay in B. staying C. stay D. sleep 3． A. make that B. make this C. make D. make it 4． A. outright B. awfully C. really D. totally 5． A. some time B. sometimes C. sometime D. some times Section B Directions: Listen to the following passage and choose the correct word or words to fill each gap from A,B,C or D. This section accounts for 5 points. Each question will be read twice. For international investors, the decision to invest in a foreign country, whether to establish or 6 a plant or a sales network, or to purchase stocks or bonds, is a difficult one. Before they make the decision to invest abroad, international investors will have to make sure that the

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