BEC考生实用手册.docx

BEC考生实用手册.docx

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BEC考生实用手册

UniversityofCambridgeESOL（Englishforspeakersofotherlanguages）

Examinations

Business

EnglishCertificates

InformationforCandidates

BECVANTAGE

WhytakeBEC?

Morethanever,youneedagoodknowledgeofEnglishtosucceedininternationalbusinessandcommerce.Ifyoucanshowyouthejobsmarketandmorechoiceifyouwanttoworkorstudyabroad.

TheBusinessEnglishCertificates（BEC）fromCambridgeESOLcreatedspecificallyforindividuallearnerswhowishtoobtainabusiness-relatedEnglishlanguagequalification.BytakinganinternationallyrecognizedbusinessqualificationlikeBEC,youcanshowthatyouappropriatestandardandcanuseitinaprofessionalcontext.

BECisavailableatthreelevels:

BECPreliminary,BECVantageandBECHigher.BECVantageissetatLevel2oftheCommonEuropeanFrameworkofReferenceforLanguages（CEFR）.

WhytakeaCambridgeESOLexam?

UniversityofCambridgeESOLExaminations（CambridgeESOL）offerstheworld’sleadingrangeofqualificationsforlearnersandteachersofEnglish.Around1.75millionpeopleinover135countriestakeCambridgeESOLexamseveryyear.

·Developeffectivecommunicationskills

TheCambridgeESOLexaminationscoverallfourlanguageskills–listening,speaking,readingandwriting.TheyincludearangeoftaskswhichassessyourabilitytouseEnglish,sothatyoudevelopthefullrangeofskillsyouneedtocommunicateeffectivelyinavarietyofcontexts.

·Worldwiderecognition

UniversitiesandemployersallovertheworldrecogniseCambridgeESOLexamsasameasureofyourachievementinEnglish.WhetheryouareAustraliaorworkinITinItaly,aCambridgeESOLexaminationisavaluablestampinyourpassporttosuccess.

·Qualityyoucantrust

Wedoextensiveresearchandtriallingtomakesurethatyougetthefairest,mostaccurateassessmentofyourabilityandthatourexamsaremostrelevanttotherangeofusesforwhichyouneedEnglish.

PreparingforBEC

IfyouwouldlikemorepracticematerialtoaudioCDoftheListeningtest.Youcanfindmoreinformation,pricesanddetailsofourwebsiteat:

toBECVantage.IfyouwouldliketoseeafullsamplepaperforBECVantage,youcandownloadonefromourwebsiteat:

arelatedthemeorasingletextdividedintofoursections.Althoughthecontextofeachtextwillbesimilar,therewillalsobeinformationthatisparticulartoeachtext.Thereisalsoasetofsevenstatementsrelatedtothetexts.Youtheexamplebelow,youcanseefourstatements（1–4）aboutthemobilephoneindustryandfourtextswhicharecommentsbymobilephoneretailers.Youtheexam,therearesevenstatementslikethosebelow,soyoumayonce.

PartTwo（5questions）

Thisisamatchingtask.Thereisatextwhichsentences.Youtermsofmeaningandstructure.Thefirstgapisalwaysgivenasanexamplesothatyouyoustillunderstandwithoutallthesentences.Readthroughthegappedtextandthelistofsentencesfirst,inordertogetanideaofwhatitisabout.

Whenyouchoosethecorrectsentenceforagap,youshouldreadbeforeandafterthetexttocheckthatitfitswell.Finally,readthroughtheentiretextinsertingthesentencesasyougoalongtocheckthattheinformationmakessense.

Intheexamplebelowthereisanarticleaboutasurveyofbusinesswomenstayinginremoved.Readthesentencesafterthetextanddecidewhichsentencebelongsinwhichgap.Intheexamyoumarkthecorrectanswer（A–G）foreachgap（8–12）onyourAnswerSheet.Youcanonlyuseeachletteronce.

PartThree（6questions）

Thistaskconsistsofatextandsixcomprehensionquestions.Eachonearticleaboutproductlifecycles.Readitandtrytoanswerthequestions（13–15）whichfollow.You.Therearethreemorequestionsliketheonesbelowintheexam.

ProductLifeCyclesandSalesStrategy

Oneofthemostimportantconceptsinsalesmanagementandmarketingisthatoftheproductlifecycle.Thisisaitslifetheproductormaybeformulatebettermarketingplans.Allproductsasmuchastheyarecreated,sellwithvaryingprofitabilityoveraperiodoftime,andthenbecomeobsoleteandarereplacedorsimplynolongerproduced.Aproduct’ssalespositionandprofitabilitycanbeexpectedtofluctuateovertimeandso,ateachsuccessivestageintheproduct’scycle,itisnecessarytoadoptdifferenttactics.

Thetwomainfeaturesoftheproductlifecycleareunitsalesandunitprofit.Theunitsalesfiguresusuallyjumponintroduction,asaresponseto,ascustomersbuytheproductexperimentally.Thisisgenerallyfollowedbyalevelingoffwhileitisevaluated–thelengthofthisperioddependingontheusetowhichtheproductisput.Then,unitsalesrisesteadilythroughthegrowthphasetothematurityphase,whentheproductiswidelyaccepted,andsoontosaturationlevel.Bythistime,competitorswillversionand,fromthispoint,thesalesteamwillalladditionalsales.Eventually,theproduct’ssalesdeclineasbetterversionsenterthemarketandcompetitionbecomestoostrong.

Inretrospect,mostfirmsknowwhatcompilethisinformationfromtherecordsofunitsales.

Unfortunately,unitsalesarenotthecompletestoryasitisunitprofitthatisthedecisivefactor,althoughthisisnotalwaysrecordedaccurately.Itisthisfigurethatsalesmanagementeffectivemarketingstrategyandtoproduceeffectiveprofits.

Atlaunch,theproductiscostedaccuratelyonthebasisofproductioncostsplussellingcosts.Initiallytheseremainfairlystable,but,whentheproductisprovingsuccessful,competitorswillbringouttheirown‘copy-cat’products.Withacompetitorinthefield,theoriginalfirmordertomaintainitsmarketposition.Itcanrunspecialsalespromotions,improvedeliveries,makemorefrequentsalescallsandsoon.Oftentheextraexpenditureisnotaccuratelychargedtotheproductandtheresultisthat,longbeforeunitsalesarenoticeablyfalling,theunitprofit.

Theproductlifecycle,then,presentsapictureofwhattheproduct’s‘lifetime’,sothisbeusedasanongoingaidtomanagementdecision-making?

Everysalesmanagerwhichtheprogressofsalesisplottedandthiscanbeusedasaguidetothestageofdevelopmenteachproductiscurrentlyin.Anessentialmanagementskillisbeingabletointerpretsalesresultsanddrawinthestagesastheyoccur.Decidingwhereeachstagebeginsandendscanbearandomexercise,thoughusuallythestagesarebasedonwheretherateofsalesgrowthordeclinebecomespronounced.

13Accordingtothetext,theendofaproduct’slifecycleismarkedby

Aasharpriseinproductioncosts.

Btheproductbecomingoutdated.

Canincreaseincustomercomplaints.

Dlesssupportfromsalesmanagement.

14Whatdoesthewritersayaboutsalesmanagementinthefirstparagraph?

ACompaniesshouldspendmoretimeontheirsalesplanning.

BTherearemanymanagerswhoneedtoimprovetheirsalesperformance.

CMostsalesmanagersfailtorecognisewhichstageaproduct

Aitisparticularlyinnovative.

Btheadvertisingbudgetcut.

Crivalcompaniesstarttoproducesomethingsimilar.

Dconsumerinterestswitchestoanewproductcategory.

PartFour（15questions）

Inthispartyougaps.Youeachgap.

Theexamplebelowissomeadviceabouttheuseoftechnologyinpresentations.Youthetext（19–23）.Weonlyshowfivequestionsbelow.Intheexam,therearetenmorequestionslikethese.

GuidelinesforgivingPresentations

Mostpresentationstodaydependontheuseofsomesortoftechnology,suchasalaptopcomputerlinkedtoaprojector.Whilethistechnologycantheway.Asageneral（21）......,itisbetterto（22）......onthecontentofapresentationasameansof（23）......youraudience’sattention,ratherthanrelyingonsophisticatedequipment.

Bearinmindthatwhenanorganisationinvites（24）......foracontract,theymay（25）......fourorfivepresentationsfromdifferentcompaniesonthesameday.Eachofthesecompanieswillprobablybeusingthesamecomputergraphics（26）......andthesameequipment.Thechancesarethepresentationswillbesimilartoo.

That’swhythecontentand（27）......ofwhatyousayareimportant.Thinkaboutwhatyouwanttosayandpointsyouwanttogetacross.Audiencesareeasilyboredand（29）......torememberonlythemostentertaining,excitingorunusualideas.

Nextcreateyourmaterials,choosingtheimagesforyourpresentationcarefully.Rememberyoudonotwanttostopyouraudiencefromlisteningtoyou,nordoyouwantto（30）......them.

Finally,makeallthenecessary（31）......fortheequipmentyouneed.Iftechnologyistobeanimportant（32）......ofyourpresentation,makesureyouknowissentout.

Theexamplebelowisanarticleaboutatrainingcompany.Inmostofthelines34–45,thereisoneextraword.Itiseithergrammaticallyincorrectordoesnotfitinwiththemeaningofthetext.Ifyoucanfindtheextraword,youCAPITALLETTERSonyourAnswerSheet.Somelinesare,yourAnswerSheet.Therearetwoexamplesatthebeginningofthetext,（0）and（00）.Inline0theextrawrongwordis‘so’andline00iscorrect.

_Writing

Time:

45minutes

ForBECVantage,youwithacolleagueorcolleagueswithinthecompanyonabusiness-relatedmatter.Itmaybeanote,message,memoore-mail;andoneofthefollowing:

·apieceofcorrespondencewithsomebodyoutsidethecompany（e.g.acustomerorsupplier）onabusiness-relatedmatter.Itmaybealetter,faxore-mail

·areport;thismeansthepresentationofinformationinrelationtoaspecificissueorevent.Thereportwillcontainanintroduction,mainbodyoffindingsandconclusion;itmaybeamemoorane-mail

·apr