首页 [PASS.BEC(中高级)新编剑桥商务英语口试必备手册]第六部分(电子版)

[PASS.BEC(中高级)新编剑桥商务英语口试必备手册]第六部分(电子版)

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[PASS.BEC(中高级)新编剑桥商务英语口试必备手册]第六部分(电子版)[PASS.BEC(中高级)新编剑桥商务英语口试必备手册]第六部分(电子版) A; When it comes to local transport,, employees should be advised not to choose convenience over cost-effectiveness. For instance, a taxi is much less expensive than a chauffeured car. * B; To make this effective, we can...

[PASS.BEC(中高级)新编剑桥商务英语口试必备手册]第六部分(电子版)
[PASS.BEC(中高级)新编剑桥商务英语口试必备手册]第六部分(电子版) A; When it comes to local transport,, employees should be advised not to choose convenience over cost-effectiveness. For instance, a taxi is much less expensive than a chauffeured car. * B; To make this effective, we can offer some incentive reward to those who save costs in their travel. A: Like what? B: For instance, if the destination is an attractive one, we can allow our employees to stay one more night at leisure when it is weekend. A: Good idea. By doing so, I believe we can have a significant reduction of travel costs. Follow-up Questions 1) Do you think there will be any negative effect on a company's performance if there is a reduction in business travel? ( Why? /Why not?) 2) How to prevent employees spending more than they are supposed to during business travel? 3 ) Do you think companies are willing to pay extra for business class travel? (Why? /Why not?) 4)How important is it to plan the itinerary before starting a business trip? (Why?) 5)What's the most cost-effective way to reduce costs for business travelers? Suggested Answers 1) Well, I don't think a little reduction in business travel will make much difference since many contacts with the clients can be done through phone calls or E-mail. 2)An effective way would be to have one set procedure for all employees to follow for business travel expenses. Pick a simplest financial software system that serves your business travel needs and then have everyone from the top down follow it exactly. 3)No, I don't think so. Unless when it is necessary, no companies would be willing to pay extra for business class travel since it means increase of costs. 4)It's very important. A well-planned itinerary enables a traveler to make the best possible use of time on travel. 5)I think the most cost-effective way would be to look for better-value hotels as well as cheaper flights. 4. 4. 4 Sample Test Part One: Interview Interlocutor’s Questions 1)Have you ever been abroad? 2)Do you think business trips abroad necessary to a company? (Why? /Why not?) 3)What kinds of skills are needed for business travelers abroad? 4)Do you think language skills important for people travelling abroad on business? (Why? /Why not?) Suggested Answers 1)Yes. I was on a pleasure trip to some Southeast Asian countries last summer with my parents. 2)Sure. They offer opportunities for international trade which expands the market for the company's products. 3)For business travelers abroad, language skills and knowledge about local culture are needed which are essential for the success of the trip. 4)Yes. If you have good language skills, you can easily communicate with your business partners abroad and better understand each other. Part Two: Mini-presentation What is important when...? Having a business travel abroad 1)Advance preparations 2)Arrival time Suggested Answer Advance preparations are very important when having a business travel abroad. The traveler should accomplish as much as possible before the trip begins, by obtaining names of possible contacts, arranging appointments, checking transportation schedules, etc. , so as to get maximum value from the time spent abroad. This may also include cultural preparations for the destinations ahead. Making some cultural groundwork can make all the difference. Arrival time is another important thing to consider when you have a business travel abroad. You should plan to arrive early and leave time to rest. Don't book a dinner meeting if you will be travelling all afternoon or you may run the risk of being sleepy and not at your best before your business partner. Dressing properly is also important. Your dress should show respect to your host and the culture of the host country and should reflect your status as a decent business person. What is important when...? Selecting staff for fact-finding tours abroad 1 )Position in the company 2)Previous experience of other countries Suggested Answer When selecting staff for fact-finding tours abroad, we have to consider their positions in the company. People selected should be related to the tasks to accomplish. For instance, if the mission of the trip is to observe the overseas market and the consuming habits of the customers there, we should select those in charge of the market research in the company in order to carry out the work successfully. Previous experience of other countries is a top priority that you should give when you select staff for fact-finding trips abroad, since a good understanding of the culture and the ways of doing business in the target country is vital to avoid cultural pitfalls. In this respect, those who have been abroad and have previous experience of other countries will obviously do better than those who haven't. Foreign language skills are also important. As you know, language is a central element in communication. It may pose a barrier if its use obscures meaning and distorts what you want to say. A competent translator would be necessary if the fact-finding team hasn't got anyone who speaks the foreign language well. Part Three: Collaborative Task and Discussion Foreign Business Trip Your company is attending a trade fair in a foreign country for the first time. You have been asked to help with the preparations for the trip. Discuss the situation together, and decide; 1)what travel and accommodation arrangements you will need to make before the trip 2)which kinds of business customs in the foreign country it would be useful to know about, and how to find out about these before the trip Suggested Answer A; Well, you see, our company is going to attend a trade fair in the US. B; Yeah, sounds exciting. Since we've never done that before, we need to have good advance preparations for the trip. A; You're right. The first thing to do is of course to make travel and accommodation ar-rangements , such as choosing an airline offering good services and the flight of the right time so that we can arrange things well and in an effective way. B: This can be done by making several phone calls. And we have to make advance reservation with a local hotel so that the people for the trade fair can have a place to stay immediately after they arrive in the country. A; With early booking, we may even enjoy some discounts. And it's better to choose a hotel near the trade fair. That can save the time travelling there. B; Or we can arrange beforehand to hire a car from a local car rental company. A; In addition, it would be useful to know about some business customs in the US, including commonly accepted business practices, ways of doing business, and laws and regulations, etc. B: Yeah, especially those different from ours. Say, different ideas about punctuality. I heard that in the United States, people tend to be very time-conscious. Being late would be considered poor etiquette. A; Also in China, business transactions are often concluded by treating business partners to lavish dinners and giving them expensive gifts, I' m afraid they seldom do it this way in the West or in the US. B: I was told that in Western countries, people attach much importance to formal agreement and contracts with detailed terms and conditions. They never feel comfortable with verbal agreements. In China, however, business is often concluded simply by verbal agreement. A: We should also learn about business customs such as the different systems of measurement. For instance, we use the day/month/year system for dating while the US use month/day/year system. And there are many other differences including topics acceptable in conversation. B; Also, Chinese businessmen tend to have business negotiations in a rather indirect manner, while American businessmen have a more direct style. Our people should be made to understand all these differences. A; But how to find out about all this? B: I think there are many ways to find out about these before the trip, say, we can go to the Internet, read some reference books or get tips from experienced colleagues and clients. A; They could be effective ways. Let's do them. Follow-up Questions 1) Have you ever been on a business trip abroad? 2 ) What do you think is the best policy in encountering different business customs? 3)Do you think a trade delegation made of few people better than a large one? (Why? /Why not?) 4)Do you think people going for a business trip abroad need some training? (Why? / Why not?) 5)Is the ability to speak the language of the country people are going to important? (Why? /Why not?) Suggested Answers 1)No, I've never been abroad, let alone on a business trip. 2)I think the best policy is when in Rome do as the Romans do and try at all times to avoid cultural conflicts. 3)Yes. It's easy to manage a trade delegation made of few people. But a qualified interpreter is someone the delegation cannot do without. 4)Yes. A profile presentation can be given to let the people have some ideas about the country, the people and the basic do's and don'ts. 5)Yes. In that way they can better communicate with local people. But more important is that they should be able to communicate in the way acceptable to the people in the country. 5.1. 4 Sample Test Part One: Interview Interlocutor’s Questions 1)Why is corporate culture important to a company? 2)Do you think corporate culture will change or always remain the same? (Why? / Why not?) 3)Is it possible to assess company culture? (How?) 4)Do you think each company should have a stated set of cultural values? (Why? / Why not?) Suggested Answers 1)It is important because it can make or break your company. Company culture is actually the shared values and norms of the organisation, and it guides the day-to-day operation of the company. So it is vital in this competitive age. 2)I think if the corporate culture is already long established and is functioning well, it should be protected and no change is really necessary. We should allow it to remain as it is. 3) Yes. Some companies employ consultants to help assess their culture. Others do it on their own by observing the common behaviors of their employees, or looking for visible symbols, as these are important clues to show what your company's culture really is. 4) Yes. Corporate culture can have a great influence on the performance of the company. So I think it is necessary for companies to write down the values they want to promote in their organisation, so that all staff would work towards the same goal. Part Two: Mini-presentation What's important when...? Designing a company brochure 1)Company culture 2)Costs Suggested Answer A brochure is not just something that provides information, it is also a way of presenting your corporate image to the public. Brochures are distributed to existing clients, potential clients, press, investors and others. They influence the way people understand your company. So we can say a brochure is an expression of company culture. For example, if the brochure is printed on environmentally friendly paper, it tells the public about your ethic values. Cost is another factor to be considered. Brochures are needed in large quantities, as they are often used at trade shows, in mailings, presentations, trade show booths, etc. So you need to be cost conscious and keep everything within budget. Besides, you also need to consider the profile of the target market so that your brochures are attractive to your target customers. And the brochure should also reflect the characteristics of the industry your company is in. Part Three: Collaborative Task and Discussion Creating Healthy Corporate Culture The company you work for is now re-assessing its existing corporate culture to improve its performance. You have been asked to help co-ordinate the project. Discuss the situation together, and decide; 1)what weaknesses can be identified in the company culture 2)what effective solutions should be made to improve the core values Suggested Answer A: In my understanding, corporate culture is virtually the personality of an organisation , as it determines how things are done around here. I mean, all our decisions are guided by our corporate values. But the problem is that there are still a lot of weaknesses in our culture. B: So instead of leaving it to grow on its own, we should make efforts to reshape our culture, to nurture it into a strong one. A: Yes. Now let's make a list of the noticeable weaknesses in our company culture; firstly, in terms of our staff behavior, most employees are not quite spontaneous in communicating their thoughts and ideas to each other, particularly to line managers. This is a great barrier in promoting a culture which values innovation, creativity and trust among each other. B: Secondly, most staff members feel that their good performance has not been duly recognized. This is most unfavorable to our commitment to creating an environment that breeds loyalty and motivation. This is a very serious problem, do you agree? A; Yes. Fm quite with you here. Another problem is that staff members do not have many chances to get promoted, since many of our line managers are recruited from outside the company.. B; And there's another area that needs improvement; our employees complain that they're not getting enough job-related skills development training. A; So to energize our corporate culture, we have to provide some practical solutions to these problems. You see, our first priority is to enhance job satisfaction in our employees. So we need to provide more channels of communication among and between management and staff, do you think so? B: Yes, we can provide training programmes, outdoor events, in-company seminars, etc. so as to increase personal awareness of abilities and complementary skills in colleagues. And in turn, they will enhance team spirit and open communication. We should also readjust our staff appraisal policy and provide enough incentives to show that we recognize and reward the commitments and talents of our employees. For example, we can offer additional benefits to excellent performers, like a paid holiday or retail vouchers. A; Good. So let's put these down. We also need to reconsider our promotion policy and make it an incentive for our staff. We used to open up the competition for a position to external candidates, that reduces chances of promotion for existing workers. So our employees feel that there is little opportunity for internal career advancement. B; Yes. A fair system of internal promotion should be set up to make each individual feel included and appreciated. This environment will enable our employees to contribute to their full potential. A; Good. I think these solutions should be effective to the improvement of our core values. Follow-up Questions 1)What do you think are the core values in a company culture? 2)In what ways do you think organisational culture can be expressed? 3)How does a company's culture affect their employees? 4)Should companies always employ people with relevant work experience? (Why? / Why not?) 5)Is it important for companies to provide onsite perks Such as break rooms, gyms, etc. for their employees? (Why? /Why not?) Suggested Answers 1)I think the essence of a company culture should include • teamwork, mutual respect, commitment and integrity. These core values will help to create a healthy work environment and attract more talented people. In turn, it will keep us one step ahead of the competition, 2)In my eyes, corporate culture includes such elements as core values and beliefs, corporate ethics, and rules of behavior. Besides, it can also be expressed in the company's architectural style, interior decor of offices and by what people wear to work, by how people address each other, etc. 3)It can affect their employees in many different ways; the way employees interact with each other, the training and skills development they receive, their chances of career advancement, the environment they work in, the benefits and facilities they get. 4)No. I think it's more important that companies should look for character, not just skills. Skills can be easily trained, the employee's personality is the decisive factor. I think an ideal employee is a person who has a passion for what he or she does, a strong sense of responsibility and commitment. 5)Well, it's important that employers provide safe work environment for their staff. But onsite perks are not as important as such incentives as internal promotion, career development opportunities, etc. These are the areas that show employer's respect for their employees. 5. 2. 4 Sample Test Part One: Interview Interlocutor’s Questions 1)Is it necessary to have a defined company image? (Why? /Why not?) 2)How important is the brand image in marketing campaign? (Why?) 3)What factors should be considered when selecting a company logo design? (Why?) 4)Do you think it important for a company to have a logo of its own? (Why? /Why not?) Suggested Answers 1)Yes. In the eyes of the public, a clearly defined company image is the identity of the company. It reflects the quality of their product or service. So a good company image enhances public recognition and increased popularity will translate into great trading volume and profits. 2)Brand image is an integrated part of marketing strategy. Although the success of a marketing campaign is determined by product quality, budget and some other factors, brand image is the only thing companies could use to sway the buyer's mood and to drive people to your business. 3)When selecting a logo design, the company's image and target audience should be put high on the priority list. The logo should reflect the cultural values the company upholds, and be attractive to the targeted potential customers. Of course, cost is another factor to be considered. 4)Yes. I think a logo represents a company and its products or services. If the logo is successful, it captures the personality of the company, sculpts and reinforces the company image. Besides, the logo is a most central marketing tool as it is used consistently and repeatedly. Part Two: Mini-presentation What's important when...? Designing a company magazine 1)Target readership 2)Contents included Suggested Answer When designing a company magazine, the most important thing is to find out what the target readership is, whether it is an in-house magazine designed for employees or a magazine that aims to attract your customers. You see, the readership determines what contents should be included. Once the readership is targeted, we have to decide what subjects should be covered. If it's a staff magazine, it should cover such topics as news about people and events in the company , or the latest sales figures, staff competition, etc. If it's a customer magazine, you can advertise your new products, release latest news about product development or give special offers to customers. On top of that, you also need to decide the number of issues to be published annually, whether it should be a monthly magazine or a quarterly magazine. And of course, cost is another important factor to be considered. Part Three: Collaborative Task and Discussion Designing a Company Celebration Programme Your company would like to design a new Company Celebration Programme to facilitate both internal and external communications. You have been asked to help draft the programme. Discuss the situation together, and decide: 1)what kinds of events should be celebrated 2)how to celebrate these occasions Suggested Answer A; You see, we need to help work out a celebration programme for our company. B; Yes, I think it's very important to make a detailed plan about what events to be celebrated. A; Successful corporate rituals and celebrations are important ways of corporate communications. They help to bond people together and connect people to shared values and vision. So a well designed corporate celebration programme will benefit a company greatly. B: Yes. But as there is a wide variety of situations that we can celebrate, we have to focus on the most worthy ones. In my opinion, we can keep the cyclical celebrations, as they are more fixed, I mean, they come every year, like company anniversaries, Christmas, New Year's Day, etc. Celebrations of this kind help to relieve work pressure. A; You're right. So for these gala events, we can hold parties, costume balls, get-togethers at selected restaurants, etc. We can also invite our clients and customers over as these activities are really great occasions for socializing and networking, I mean good chances for building relationships. B; What a jolly idea! I think we can also hold ceremonies when our staff members or teams produce excellent performance. It's a way of showing our recognition and appreciation for their efforts. And in return, celebrations of this kind help to enhance job satisfaction and will further help to improve the quality and financial performance of our company. A; Yes. Celebrating individual accomplishment could not only invigorate our employee morale, but also instill work with meaning and joy. So on these occasions, we can choose to offer free trips, picnics or get-togethers, etc. B: Right. Besides that, I think we should create celebrations that include everyone. I mean, no one should be left out. So personal transitions should also be celebrated. They often affect how well people perform in work, although personal transitions are private in nature. A; Uh huh. They also affect how smoothly organisations function in a way. So the management should respond well to personal events such as marriage, the birth of a child, or employee birthday etc. , and deal with these happy events effectively. They can organise parties, buffet or picnics. B; Right. Management should also be able to handle negative personal transitions , like a distressing family illness or a death in an employee's family. In such cases, leaders have to be compassionate and supportive. A: So grief counseling is important on such occasions. That would touch the hearts of our employees and help to build commitment and loyalty. B: Well, you see, corporate rituals and ceremonies play a vital role in business management. So it's really important to set a corporate celebration programme. Follow-up Questions 1)What other occasions should be celebrated in the company? (Why?) 2)Why is corporate celebrations important? 3)Do you think corporate rituals represent the image of the company? (Why?) 4)Do you think corporate celebrations can also bring about negative effects? (Why? / Why not?) 5)How important is it to involve all staff in company celebrations? (Why?) Suggested Answers 1)I think companies should also celebrate an individual's achievements in work, such as a promotion or succession. That would bring great honor to the employees involved and fill them with a sense of pride. What's more, it's also a great encouragement to their co-workers. 2)Corporate Celebrations help to build healthy relationships in the workplace. They promote mutual understanding among employees and offer a refreshing approach to creating a sense of community. They can also help companies to strengthen ties with their clients. 3 ) Yes. What occasions a company celebrates and what rituals they hold authentically reflect the corporate spirit, they pass a distinct message to the public about their image and the values they emphasize. For example, their celebration of employee's birthday indicates their care for people, and their focus on internal communications. 4)No. I don't see any negative sides of corporate celebrations. Company rituals are effective ways to boost morale and improve performance. They also help to revitalize business. 5)Yes. Corporate celebrations aim to enhance a strong sense of belonging and a sense of community within the company, so it's important to involve all staff in these activities. They can. help to achieve mutual understanding and a higher level of co-operation among staff. 5. 3. 4 Sample Test Part One: Interview Interlocutor’s Questions (1) Do you think companies should give gifts to their employees regularly? ( Why? / Why not?) 2)Is it a good business practice to give gifts to your clients? (Why? /Why not?) 3)Who are the appropriate people that should receive corporate gifts? (Why?) 4)What is the most important when presenting corporate gifts to your clients? (Why?) Suggested Answers 1)No, I don't think so. Companies should aim to set up a more efficient incentive mechanism, I mean to use more consistent means to build employee loyalty, like internal promotion, paid holidays, insurance, vouchers, etc. 2)Yes. Corporate gifts are tokens of appreciation and respect. It's good business etiquette to send gifts to your clients, as they bring about a feeling of warmth and friendship. So it helps to maintain good business relationship between suppliers and clients. 3)Internally, companies should give gifts to, their employees, as a way of showing their gratitude for their employees' efforts in work. Externally, companies should send gifts to their business partners, suppliers, existing clients and potential clients. In this case, the purpose is to show their appreciation as well as to build customer loyalty. 4)When presenting corporate gifts, I think the most important thing is to pay special attention to aesthetics and packaging of the gifts. Whatever your gift is, the first impression you make has to be a striking one. Part Two: Mini-presentation What's important when...? Sending corporate gifts to foreign business clients 1)Cultural differences 2)Company logo Suggested Answer I think the first thing to consider is cultural differences. People often say that international gift giving can become a cultural minefield. Taboos vary from culture to culture. So to give a proper gift, we have to understand the culture of the receiver. You see, the main purpose of any gift should be to please and honor the recipient. Secondly, it's important to personalize the gift with our company logo, as the gift reflects our company image and personality. We want to leave a striking impression on our clients. But we have to keep the logo small, otherwise, it would look more like a company advertisement rather than a gift. On top of that, the gift should be of the highest quality and the best taste, because it not only conveys our warm feelings of respect and appreciation, but also says a lot about our company. Part Three :Collaborative Task and Discussion Adopting a Corporate Gifting Programme Your company would like to adopt a corporate gifting programme to build better relationship with your clients. You have been asked to make suggestions about it. Discuss the situation together, and decide; 2)on what occasions should your 1)what benefits would this programme bring to your company company send gifts to clients Suggested Answer A; I think it's quite necessary to turn our corporate gifting practice into a set programme so that there are rules to follow regarding corporate gifting. B: Yes. I think this programme would bring lots of benefits to our company. First of all, it will help to retain our customers over the long term, as corporate gifts can help us build closer ties with our existing clients. I mean to maximise the lifetime value of our customers. A; Yes. It's a cost-effective way to maintain customer loyalty. And it's also a very good way to attract new clients. B; Certainly. Corporate gifting helps to create excellent business chances. It also helps to ensure customer satisfaction, as customers will feel very much valued when they receive presents from you. You see, our gifts demonstrate that we appreciate the choice they have made to buy services and products from our company instead of our competitors. A; You're right. I think the timing of gifting is also important, our customers will be very delighted if they receive our gifts at Christmas time. Do you think so? B: Yes, indeed. Corporate gifts can be used to remember special events in our business relationship, for example, to mark the event that they have been our clients for two years or five years. I think our clients will get extra joy out of our gifts as they don't generally expect them in advance. A; Yes. If it's a pure delight, the impression of a gift will certainly be very striking. B: Or we can also send them gifts when our clients have reached a milestone level of spending with our business, as when they have spent $500 or perhaps $1 000. This will send them the message that we really value their loyalty. A; Good idea! We can also send them gifts on their birthdays. And also on occasions of our company celebrations, like our company anniversary celebration, Christmas celebration, New Year's celebration, etc. B; Yes. But the frequency of gift giving should be limited to major holidays, special corporate occasions and also personal occasions like birthdays. A; Yes, I share your opinion on that. Follow-up Questions 1)Do you think it's cost-worthy to send corporate gifts to your existing customers? (Why? /Why not?) 2)Is it a good idea to organise a memorable experience for your clients rather than buy them gifts? (Why?) 3)What items are appropriate as corporate gifts? ( Why?) 4)Do you think companies should send very expensive gifts to their clients? ( Why? / Why not?) 5) Is it necessary for companies to make gift-giving policies? (Why?) Suggested Answers 1)Yes. What corporate gifts deliver is a valuable sentiment in expressing appreciation of your customers. Customers will feel valued and appreciated when they receive gifts. So I think it's a cost-worthy way of holding on to existing customers. 2)Yes. Organising a memorable experience for your clients will create a lasting memory. If you have it photographed, you can then provide a framed memento for the office wall. This could be a discussion point for your clients for years. So the effect is much better than a tangible gift. 3)Companies can choose from a very wide range of things as gifts for their clients. For example, desk accessories, electronic gifts, vouchers for a fishing trip, entertainment tickets to sporting events, the theatre, the opera, etc. But I think we need to base our choice on our particular objectives and our budget. 4)It all depends on what occasions you send gifts to your clients. If it's a very big occasion, like a big anniversary celebration, it pays to send an expensive gift, to show that you attach great importance to the relationship. 5)Yes. Corporate gift-giving policies serve as guidelines in gifting. If companies set down specific rules about gifting occasions, appropriateness of gifts, timing of gifting, presentation of gifts, etc. , it would enable themselves to operate more efficiently. 5. 4. 4 Sample test Part One: Interview Interlocutor’s Questions 1) What sports events do you think companies should be involved in sponsoring? (Why?) 2) Do you think that sponsorship is the most effective form of advertising? ( Why? / Why not?) 3)Besides sports events, what other kinds of activities or programmes do you think companies can sponsor? (Why?) 4)Do you think that in the future companies will make more use of sponsorship as a marketing strategy? (Why? /Why not?) Suggested Answers 1)I think companies should sponsor big sports events, like the Olympic games or national sports games, because these events are great attractions to people all over the world or the country. There will be wide coverage by the mass media. So there will be lots of exposure opportunities for the products they wish to advertise. 2)No. I don't think so. When watching a sports game, people are only focused on the game itself, no one will really pay any attention to who the sponsor is or what products are being advertised. What's more, you always have a very limited number of viewers of a certain event, so sponsorship cannot possibly create mass markets. 3)I think companies can also sponsor education. In doing so, they are taking on an important responsibility towards society. This will promote a very positive image and reinforce the company's position as a good corporate citizen. 4) No. I don't think sponsorship will become an important tool of marketing in the future. If everyone's trying to take advantage of sponsorship, there will be too much clutter, I mean—if there are six or more brands on show at an event, TV viewers can not possibly recall having seen any brand names whatsoever. Part Two: Mini-presentation What's important when...? Considering to sponsor a sports event 1)Target audience 2)Media coverage Suggested Answer Well, in this case, the priority concern is to define the target audience. We cannot assume that everybody will watch the game, we have to narrow down the major characteristics of our target audience. I mean, we have to ask "Are these really the people we're after?" "Do they make up our targeted market?'* Then we'll be able to match up our product with the event. Next, we have to consider media coverage. Big audiences don't necessarily translate to good sales. The decisive factor is gaining positive media exposure. If the event you sponsor receives extensive media coverage, it will bring the company and their products within public focus, and enhance company brand, product, service loyalties. Finally, we also need to look at other competitors and make efforts to distinguish our company from other sponsors, otherwise our brand name will be buried in all this clutter of brand promotion. And of course, costs should also be considered. Part Three: Collaborative Task and Discussion Sponsorship and Image Boost Your company has decided to sponsor the coming national basketball tournament to launch a new product and promote your company image. You have been asked to help design how to make the best use of this sponsorship. Discuss the situation together, and decide: 1)what on-site amenities should be included 2)how to attract more media attention Suggested Answer A; To take the greatest advantage of this sponsorship to launch our new product and promote our brand image, I think we can include the following amenities. On the top of our list, we should put literature distribution and poster distribution. These are effective methods of acquainting the .public with the event. B: I quite agree with you. We should hand out printed materials to enable our customers to learn more about our new product. We can arrange some on-site vendor or display space and hand out some free product samples, it's a good way to increase the chances of getting people to buy our product. A: Right. Next on our list is banner display—we can hang our company banners or streamers in strategic areas, and with our company logo on it. That would leave a very striking impression on people. B: Don't forget to put our company name and logo on all admission tickets. Actually, we should include our company logo in all promotion materials such as print ads, flyers, invitation cards, posters, streamers, banners, etc. A: Certainly, I've already put all these down. It's also important to put our logo on the electronic scoreboard. B; That's a great idea! What about giving away some T-shirts bearing our logo on them as a memento of the event. It wouldn't cost too much but the brand association impact can be very great. A; I agree with you. Look here, media coverage is the key to successful sponsorship. Without media exposure, hundreds of thousands of pounds would go down the drain, I mean nobody even notices the brand or the company behind the event. B: True. We should make sure that our Public Relations Department will send out complimentary tickets to reporters and journalists, it's an opportunity for corporate hospitality and a way to attract very positive media attention. A: Yes. If we have adequate TV, press and broadcasting coverage, we'll be able to manage public opinion and increase company name awareness. B: Why don't we hold a press release, that can also be an important part of the marketing strategy. It will be broadcast nationwide, and attract greater audiences. A: Good, let's put this down then. Follow-up Questions 1)Is it necessary to consider competitors when sponsoring an event? (Why?) 2)Do you think it is essential to do promotion before sponsoring an event? (Why? / Why not?) 3)What are the advantages to a company of using sponsorship as a marketing strategy? (Why?) 4)Are there any disadvantages to a company of sponsoring a sports event? (Why? / Why not?) 5)Do you think it is possible to measure sponsorship results? (Why? /Why not?) Suggested Answers 1)Yes. If it's not an exclusive sponsorship, it's essential to create competitor differentiation. Your company name has to stand out head and shoulders above the competition. Otherwise, your efforts to promote your products would be overwhelmed by your competitors, and your ad budget would be wasted. 2)Yes. When a company has decided to sponsor an event, it can't just turn up and hope that- the on-site visibility will give them what they want. It has to do lots of promotion prior to the event. Otherwise, people don't even know who is sponsoring the event. 3)Companies can not only advertise their products, promote their corporate images, but also get hospitality opportunities. You see, they can meet key clients, solidify business relationships, and do a bit networking to attract potential customers. 4) Companies can't always achieve their marketing objectives when they sponsor sports events. You see, the audience to a certain game is always limited as it may not appeal to all people. What's more, viewers are not always attentive, they are more attracted by the game itself rather than the products companies are advertising. 5)No. I think it's difficult to measure the exact results. You see, sponsorship is just one way of marketing, companies are devoted to other promotional efforts. So you can't tell where exactly the publicity of your product or company comes from. 5. 5. 4 Sample Test Part One: Interview Interlocutor’s Questions 1)What do you usually wear for work? 2)Do you think companies should set a dress code for their staff? (Why? /Why not?) 3)Is it necessary to dress smartly if you want to be promoted? (Why? /Why not?) 4) Will business people wear more casually in the future? (Why? /Why not?) Suggested Answers 1) I'm a programmer in a company, I don't have to face our customers directly, so I often wear very casual clothes in my office, like jeans and a T-shirt. I feel more relaxed in that. 2)No, I don't think company should set strict dress code for their staff. I think most employees know what they should wear for work. In appropriate dress in workplace is a rare case, it would be enough if employers just remind their employees of that. No need to set so many rules. 3)No, I don't think so. You are promoted for your competence and performance in work, not for your grooming. But of course, what you wear reflects what you are, so it's important to wear appropriately on your job. 4) No, I don't think so. Business is business, you need to mind your image in the business world, look professional, I mean. So, I think business people will stick to the set dress code in the future. Part Two; Mini-presentation What's important when...? Dressing for a job interview 1)Professional image 2)Being clean and neat Suggested Answer When you go for a job interview, you have to be quite aware how the interviewers will see you. First impressions can last forever. So I think it would be most appropriate if you dress a bit conservatively—men can wear a suit, at least wear a sports jacket and a business tie, polished shoes and pressed pants; ladies can wear dress or a smart-looking pant suit and complementary blouse with stylish dress shoes. In that way, you would look very professional. The way you dress can say as much about your personality as well as the quality of the work you do. So you should always be neat and clean in your dress. If you appear slovenly, no one can really trust you. Looking your best also shows respect for the meeting and for the interviewers. Apart from these two points, it's also important that you should show your good taste, for example, avoid using loud cologne or perfume, that would make you appear very vulgar. Part Three: Collaborative Task and Discussion
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