1、BEC商务英语（中级）口语模拟试卷 127及答案与解析 一、 SECTION 2 MINI PRESENTATIONS (ABOUT 6 MIN) In this part of the test you are asked to give a short talk on a business topic. You have to choose one of the topics from the three below and then talk for about 1 minute. You have 1 minute to prepare your ideas. 1 What is im
2、portant when.? Orienting customers -Age - Earnings - - 2 What is important when.? Setting price - Costs - Demand - - 3 What is important when.? Fixing brand names - Culture - Product image - - BEC商 务英语（中级）口语模拟试卷 127答案与解析 一、 SECTION 2 MINI PRESENTATIONS (ABOUT 6 MIN) In this part of the test you are
3、asked to give a short talk on a business topic. You have to choose one of the topics from the three below and then talk for about 1 minute. You have 1 minute to prepare your ideas. 1 【正确答案】 When fixing customers, its important to take their ages into consideration. For instance, younger generation p
4、ursuit for originality and fashion more than its quality. So if your company produces electrical products, teenagers and adults are your potential customers. So you can ameliorate your products to meet their special needs. Meanwhile, you should also pay the same attention to customers earnings. The
5、customers who earn a lot prefer to buy products which are of high quality. To their mind, the cheap means poor quality, which doesnt suit for their status Therefore, innovating different products for different customers make you become market leader. Lastly, its also important to consider customers
6、perception. Peoples consumption concept differs in thousands of ways. For example, my mother always pays attention to the products quality and price. But as for me, I notice their outward appearance. So you should lay particular emphasis on their perception to adjust your products function. 【试题解析】 本
7、题需要发言的主题是 “客户定位 ”。根据已有的要点 1“Age年龄 ”，可以联想到只有考虑到目标客户的年龄因素才能使产品更有针对性、更加流行 (more popular)。根据已有的要点 2“Earnings收入 ”，可以联想到这是决定客户购买力的决定因素对于产品能够占有更大的市场 (larger marketshare)至关重要。我们还可以补充一些回答要点，例如， Education background教育背景，可以想到这样做能更好地了解公司 发展面临的挑战和机遇 (challenge and opportunity)；再如， Consumptionperception消费观念，这样有助于
8、改进产品(ameliorate the products)。 2 【正确答案】 For a start, when setting price, we should take costs into consideration, which consist of variable costs and fixed costs. We should set price according to our costs, rather than compete blindly. Reasonable price also helps to build brand loyalty. Customers wi
9、ll keep using our products when our price is lower than our competitors. Besides considering costs, we should also pay the same attention to consumers demand. Demand and supply are just like regulators, which can influence our price. When demand goes down, the price should be set lower, and vice ver
10、sa. Finally, its also important to take customers perception of price into account, because some people think a higher price signals higher quality. So they take price as a measurement for product quality. 【试题解析】 本题需要发言的主题是 “设定价格 ”。根据已有的要点 1“Costs成本 ”，可以联想到结合成本进行合理定价才能建立品牌忠诚度 (build brand loyalty)。根
11、据已有的要点 2“Demand需求 ”，可以联想到供求关系是价格的调节因素 (act as a regulator)。另外我们还可以补充一些回答的要点，例如，Customersprice perception客户的价格观念，应针对不同的观念采取不同的解决方式 (takedifferent solutions)；再如， Rivals price竞争对手的价格，了解对手的价格有助于快速提高市场占有率 (gain market share quickly)。 3 【正确答案】 When fixing your brand name, its of great importance to consid
12、er cultural elements, especially when you march into the international market. For example, once a Chinese battery producer, whose company was called “Baixiang“, translated its name into “white elephant“ when it went to the American market. But nobody bought its products. Why? Because in English, “w
13、hite elephant“ means burdensome and useless things. Apart from that, product image is another element you should take into account. It can help people to connect the name with your products. Just like Nike, in Chinese, it means being durable. Lastly, its also necessary to consider whether its easy f
14、or people to identify it. So you should make sure your brand name doesnt mix up with your rivals. 【试题解析】 本题需要发言的主题是 “品牌定位 ”。根据已有的要点 1“Culture文化 ”，可以联想到将文化因素纳入考虑，可以避 免引起误会 (avoid misunderstanding)。根据已有的要点 2“Product image产品形象 ”，可以联想到分析产品的形象对于了解自身优势 (know your advantage)十分必要。另外我们还可以补充一些回答的要点，例如， Pronunciation读音，如果发音便于顾客记住品牌名称 (remember thebrand name)会有利于产品销售；再如， Identification辨认，应该注意使名称有别于竞争对手的产品，以避免混淆 (prevent confusion)。
