BEC 真题 第四辑高级 Test 1
READING 1 hour
PART ONE Questions 1-8
? Look at the statements below and at the five summaries of articles about strategic change from a journal on the opposite page.
? Which article (A, B, C, D or E) does each statement (1-8) refer to?
? For each statement (1-8), mark one letter (A, B, C, D or E) on your Answer Sheet. ? You will need to use some of these letters more than once. ? There is an example at the beginning (0).
1 lt proposes some views on management that the editors feel might be considered
controversial by readers.
2 lt explains who the communicators of initiatives within a company should be. 3 It makes reference to the fact that some people may try to hinder innovations. 4 It considers the need to streamline commercial activities in orderto have a clearer focus.
5 It criticises the control of policy-making by certain key personnel.
6 lt questions the validity of certain accepted management-training approaches. 7 lt includes practical, real-world examples of the ideas being put forward. 8 lt stresses that it is vital to exclude obsolete views when drawing up company policy.
A
Those serving in industry today have two options: they can surrender the future to revolutionary companies or they can revolutionise the way their companies create strategy. In Revolution and Strategy, Gary Heath argues that any approach that does not challenge the status quo is not a strategy at all. In too many companies, the strategy—planning process is monopolised by senior managers, and what passes for strategy is sterile and uninspiring. To create truly revolutionary strategies, a strategy—making process must be demanding and inclusive; it must rid itself of tired, outdated perspectives and uncover the revolutionary ideas that are lying deep in an organisation.
B
Companies often attempt to implement a major change in strategy. Determined managers go forth with the plans, and they expect enthusiasm and commitment from their subordinates. But instead, employees drag their feet and figure out ways to undermine the process. The change effort gets bogged down, and results fall short. In Why Resist Change? Paul Strong explains how corporate leaders can overcome employees’ concerns about change by revising the mutual obligations and commitments , both stated and implied, that exist between them. The author presents two case studies of his ideas in action. C
Business units often take charge of formulating strategy in today’s environment, but they can easily get lost in a thicket of weeds—too many customers, products and services. In Strategic Business Unit Renewal, John White provides a method for business units to prune their gardens and regain perspective. His strategy-renewal process leads managers through the undergrowth of a business unit’s complexity and compels them to ask whether all of the unit’s customers, products and services are truly strategically important, significant and profitable. Units that do not meet these criteria must cut back to allow a greater concentration on cultivating their most worthy projects.
D
Which came first, Harry J. Mindenberg wonders in Musings 0n Management Strategy: our misguided ideas of what makes a good manager and a good organisation, or the programmes that claim to create them? A professor of management himself at McGill University in Canada and at INSEAD in France, Mindenberg takes on management fads, management education and the worship of management gurus — and offers some provocative alternatives. E
The next time you are planning a major change effort, forget the huge meeting, the speeches relayed by satellite, the videos and special publications. J.K. and Sandra Parkin argue that Changing Frontline Employees requires giving up the image of the charismatic executive rousing the troops. Frontline employees may accept change, but they won’t accept empty words delivered impersonally. If you need to convey a major strategic change, remember that frontline supervisors — not senior managers — are the people whom employees trust the most. PART TWO
Questions 9-14 ?????
Read this text taken from an article about future developments in advertising. Choose the best sentence from the opposite page to fill each of the gaps. For each gap (9-14), mark one letter (A-H) on your Answer Sheet. Do not mark any letter more than once. There is an example at the beginning (0).
Future Developments an Advertising 沪江 BEC：http://www.hjenglish.com/bec/ The explosion of new media, ranging from the internet to digital television, means that people
working in advertising will have to devise more cunning ways to catch the
Example: 0 A B C D E F G H
A On the contrary, there is almost certain to be an increase in every form
of advertising in future years. B IncreasingIy, they will exist not simply to sell goods, but also to entertain people and to make sure that they enjoy their time there.
C Originality of thinking has always been in snort supply.
D There is, consequently, little hope of them surviving for more than another 20 years.
E This fragmentation has already shown the need for a more
sophisticated understanding of where and how to reach people in the most effective way.
F Instead, they will have to change the whole way they look at communication and start thinking about ideas which are not specific to one discipline.
G lt has made possible a situation in which customers can tell advertisers what they think, and the advertisers can supply information.
H No longer will all members be watching the same programme: some will be watching different channels on their own TVs, surfing the net or doing both at the same time.
PART THREE Questions 15-20
? Read the following article about Grasmere, a small British company that manufactures steel components, and the questions on the opposite page.
? For each question (15-20), mark one letter (A, B, C or D) on your Answer Sheet.
manufacturers, Malcolm Dmke ln a tough climate for UK indispensable to big its thinks he has hit on a way for his company Grasmere, to succeed: by becoming a bespoke manufacturer This involves working very closely with customers to produce precisely what they want. As a result, Grasmere
customers, which are based long way from those pen nibs, some of the original machinery stands in the reception area, as a memento of the company's roots. Only in the last year has the company relocated from the cramped and grimy workshop it moved open—plan building on the outskirts of Birmingham, an operation that EC：http://www.hjenglish.com /bec/ to in l9l0, to a more modern and has become involved a
major logistical exercise to move
Grasmere's business has spread more widely to other parts of Europe in the past few years, though not because of any deliberate strategy to push up exports. As Drake points out, if a company such as his is keen to yoke itself to successful companies that think strategically, inevitably this will mean more overseas sales to relatively far-flung divisions of
these businesses, to meet their own
15 What do we learn about Grasmere in the first paragraph? A lt concentrates on working in a particular sector.
B lt helps customers to formulate their own requirements.
C lt makes a range of products for a small number of applications. D lt designs products then looks for suitable customers for them.
16 What links Grasmere now with when it was founded?
A The company has always operated in the same premises. B Some of the original machines are still used for manufacturing. C The present range of products includes the original lines. D The company has always had the same attitude to quality. 17 Grasmere's workforce has fallen because A productivity has improved.
B it is difficult to recruit skilled staff. C new machinery has been introduced. D some staff chose to leave the company.
18 What does Malcolm Drake say about the company's relationship with its customers?
A Grasmere works on equal terms with its customers. B Grasmere has a better relationship with some customers than others. C Grasmere can learn a great deal from its customers.
D Grasmere is expected by some customers to provide too much information. 19 The company's exports are rising because
A it is following a strategy of promoting its products abroad.
B there is a growing demand abroad for the types of products it makes. C overseas sections of its client companies are buying from Grasmere. D it is gaining access to the overseas clients of its own customers. 20 It is part of Grasmere's policy to ensure that
A every customer is allocated to a specific salesperson. B many of its engineers deal directly with customers. C each activity is carried out by dedicated staff.
D it has a department which designs new products.
PART FOUR
Questions 21-30
? Read the article below offering advice to job—seekers.
? Choose the correct word to fill each gap from A, B, C or D on the opposite page. ? For each question (21-30), mark one letter (A, B, C or D) on your Answer Sheet. ? There is an example at the beginning (0).
Being the Best
Each time you try for a more (0) .......... position, the selection process gets (21) ..........., . Your abilities, personality traits, your lifestyle, values and aspirations will all be vigorously (22) ............ by your prospective colleagues and also your bosses. Do you know how to (23) ........... yourself when you are under the microscope? lf you are to (24) ........., your ambitions, now is the time to learn how to do (25) ..,......... to yourself and prepare for formal selection processes. Learn about the various methods you can employ to find your way into a different institution, gain a more sophisticated (26) ............ of how headhunters work and learn to position yourself so that you can be found easily. Taking (27) .......... of any situation to maximise your visibility is very useful. Even when you are not offered a particular job for which you have been considered, do leave an impression which will remain in the mind of the headhunter should other possibilities (28) ............. . You (29) ............ it to yourself to do the best you can. Make sure you perform in such a way that you can be satisfied that the decision about you has been made with the (30) ............ amount of up-to-date and accurate information about your capabilities. Do you know what they are and do you have some stories prepared which will illustrate them well?
Example: A responsible 0 B authoritative A B C liable C D commanding D
21 22 23 24 25 26 27 28 29 30 A stronger
A contemplated A treat A realise A right
A intelligence A benefit A arise A deserve A biggest B tougher B reflected B deal B succeed B virtue
B information B advantage B open B require B fullest C sharper D firmer C regarded D scrutinised C cope D handle C obtain D capture C justice D fairness
C understanding D compreh ension C profit D gain C enter D arrive C merit D owe C greatest D widest
PART FIVE
Questions 31—40
? Read the article below about computer printers.
? For each question (31-40), write one word in CAPITAL LETTERS on your Answer Sheet.
? There is an example at the beginning (0). Example:
0 B E
Printing at a Price Most companies now realise that the so-called ‘paperless office’ is clearly an illusion — and probably always will (0) ............ Digital technology has revolutionised working practices and methods of communication, but it has created additional media rather (31) ............ replacing existing ones. Therefore, paper is here to stay and the printer can be sure of keeping (32) ............ place alongside the computer, fax and telephone as a basic item of office equipment, fundamental to the life of most companies. However, like many other basic items, the printer is often seen (33) ............ peripheral, and insufficient attention is given to its selection. It is worth remembering that the equipment that you attach to your computer is just as important as the computer's technical specification.You will soon find that (34) ........... you are using a printer that jams and smudges your work, or makes getting names and addresses onto envelopes seem an impossible task, then (35) ........... supersonic speed of your microprocessor will be no great advantage. Printing technology has developed rapidly over the (36) ............ few years, and it seems set to continue to (37) ............ so. Finding the best printer for your particular needs depends on many factors, not least (38) .......... which is cost.Yet even before cost comparisons come (39) ............ consideration, the questions of brand, colour, volume, speed and quality of output all need careful thought. The best motto is ‘try before you buy’. That way, you will get the best printer for your company, and it will be (40) ............ the best possible price.
PART SlX
Questions 41-52
? Read the text below about a small business which makes and sells clothes and other items for weddings.
? In most of the lines (41-52) there is one extra word. It either is grammatically incorrect or does not fit in with the sense of the text. Some lines, however, are correct.
? If a line is correct, write CORRECT on your Answer Sheet.
? If there is an extra word in the line, write the extra word in CAPlTAl LETTERS on your Answer Sheet.
? The exercise begins with two examples (0 and 00).
Examples: 0 00
T C H O R R O R V E G C
H T The wedding business 0 00 41 42 43 44 45 46 47 48 49 50 51 52 Last year, Jenny Selwyn spent several months through pondering how to expand her six-year- old business, JS Couture. More than halt of her annual turnover was tied up in stock to show to prospective brides, her retail out|et—cum-workshop was situated down a back street in a tiny town, and advertising was not boosting sales up. One way to expand would have been to do more wholesaling, but this seemed inappropriate for her customised design service. The margins from wholesalers, and who might also be slow payers, were not attractive. Far better would it be to open a second retail shop with much higher margins and better cashflow, thanks in part to payment by customers of a 30% deposit. Unless there were worries about the signing a five—year lease on another retail shop, and leasing and then managing a second site, as well done as coping with the extra workload. However, with the support of her loyal four—strong workforce, Jenny took on a chance, and business growth proved not to be too much stressful. Within a year, turnover has more than doubled, and net profit improved dramatically. There is little if anything to suggest that this success is not to continue, and the message comes from JS Couture is clear: small businesses should think big.
WRITING 1 hour 10 minutes
PART ONE Question 1
? The bar chart below shows the forecasts of unit sales by Toller Electrical Ltd for the four quarters of next year in each of its three main product areas. ? Using the information from the bar chart, write a short report describing and comparing the sales forecasts for the three product areas for next year. ? Write 120-140 words.
Toller Electrical Ltd
Sales forecasts for next year
PART TWO
Write an answer to one of the questions 2-4 in this part. Write your answer in 200-250 words. Question 2
? The number of staff using the company canteen at mealtimes has been falling, and the Managing Director has asked you to find out why this is the case. ? Write a report for the Managing Director
? explaining how you found out the opinions of the staff
? summarising the reasons staff gave for not using the canteen ? suggesting possible ways of encouraging staff to use the canteen. Question 3
? The company you work for is investigating the possibility of opening a new branch abroad. Your line manager has asked you to contact a business advisory service in the country the company is considering. ? Write a letter to the business advisory service ? briefly introducing your company ? explaining your company's plans
? outlining the points you would like advice about ? suggesting a meeting with your company. Question 4
? A number of your section wants permission to take a course which will mean he/she will be absent from work for a long period of time. Write a proposal to your line manager recommending that the person be allowed to take the course.
? Write the proposal for your line manager, including the following information ? a brief description of the course contents
? why this particular person should be allowed to clothe course ? how the course will be of benefit to the company
? how any problems caused by the employee's absence will be overcome.
LISTENING
Approximately 40 minutes (including10 minutes’ transfer time)
PART ONE
Questions 1-12
? You will hear Jack Lester, founder of Hinde Instruments Corporation, a telescope manufacturer, giving a talk about the development of his company.
? As you listen, for questions 1-12, complete the notes using up to three words or a number.
? After you have listened once, replay the recording.
HINDE INSTRUMENTS CORPORATION 1 Hinde Instruments’ ............................... are in California. 2 Hinde Instruments faced the risk of ............................. in199l.
Founding the company 3 Jack Lester worked forWAC as ............................ . 4 At first, I-linde lnstruments` telescopes were available through .............................. . 5 The ............................ of Hinde Instruments` telescopes made them popular with amateur astronomers
The problem years 6 In February l99I,Hinde Instruments faced demands for repayment of its ...................... . 7 Amtex sold Hinde |nstruments’ entire ............................ of telescopes and its liabilities for $1,000.
Progress being made 8 lt took only ............................... to clear Hinde lnstruments’ debts. 9 Hinde Instruments talks to ................................. about its products. 10 The major strength of Hinde Instruments’ .................................. is its advanced telescopes. 1'I Hinde Instruments aims to use its ................................. to expand into new markets. 12 HNT Networks buys ................................. from Hinde Instruments.
PART TWO
Questions 13-22
? You will hear five different people talking about the Master of Business Administration courses (MBAs) which they have taken.
? For each extract, there are two tasks. For Task One, decide why each person decided to take that particular course from the list A-H. For Task Two, decide what the main benefit of the course has been for each speaker from the list A-H. ? After you have listened once, replay the recording.
Task One - Reason for choosing that particular course
? For questions 13-17, match the extracts with the reasons given by the speaker, listed A-H.
? For each extract, decide on the appropriate reason.
? Write one letter (A—H) next to the number of the extract. 13 ................................ A excellent coverage of developments in business law 14 ................................ B good on project management 15 ................................ C personalised attention 16 ................................ D strong focus on marketing 17 ................................ E good reputation of the teaching staff 18 ................................ F convenient location of the institution
G good coverage of e-commerce
H inclusion of courses on financial management Task Two - Main benefit ofthe course for the speaker
? For questions 18-22, match the extracts with the main benefit for the speaker, listed A-H.
? For each extract, choose the main benefit each speaker describes. ? Write one letter (A-H) next to the number of the extract.
18 .............................. A I have broadened my understanding of monetary issues. 19 .............................. B What I learnt is useful in my current work in human-
resource management.
20 .............................. C I am much more comfortable working as part ofa team. 21 .............................. D I have changed my attitude to senior management. 22 .............................. E Other participants gave me a better understanding of
how customers feel.
23 .............................. F I have a better understanding of my own limitations. 24 .............................. G My time management has improved.
25 .............................. H Work I did on the course was useful when I applied for
the job I now have.
PART THREE Questions 23-30
? You will hear a Business Studies tutor and a student, Martin, discussing Ralcona, a UK-based soft—drinks company.
? For each question (23-30), mark one letter (A, B or C) for the correct answer. ? After you have listened once, replay the recording. 23 Why did Ralcona decide to expand their product range?
A Demand for their core product was falling.
B Their competitors were increasing their market share.
C They wanted to build on the success of their core product.
24 Ralcona's senior management thought that the new product range should be A limited to the European market. B introduced in planned stages.
C sold under a different brand name.
25 What was Ralcona's strategy with regard to their new products? A to price them at a higher level than their existing products B to copy their competitors' successful products C to target them at the younger end ofthe market
26 How did Ralcona find designers for the packaging of the new products? A They headhunted personnel from their competitors. B They recruited newly qualified young designers.
C They subcontracted the design to a specialist agency.
27 What unforeseen problem delayed the introduction of the new range? A Ralcona's marketing department was understaffed.
B Ralcona's competitors introduced a new marketing campaign. C Communication with Ralcona's retail outlets was poor.
28 Ralcona's executives were surprised to find that the new products were A bought by a wider range of people than expected. B used in more ways than anticipated.
C more popular than Ralcona’s core product.
29 How did the success of the new product range affect Ralcona? A The marketing department was restructured.
B Employees were rewarded for being more innovative.
C The company developed closer links with its retail outlets.
30 According to Martin, what can other businesses learn from studying Ralcona's success?
A that companies must take risks to beat their competitors
B that products can be marketed in different ways to different groups C that ongoing market research is essential to effective selling
You now have ten minutes to transfer your answers to your Answer Sheet.
SPEAKING 16 minutes
SAMPLE SPEAKING TASKS
PART ONE
ln this part, the interlocutor asks questions to each of the candidates in turn. You have to give information about yourself and express personal opinions.
PART TWO
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 one minute. You have one minute to prepare your ideas.
A Marketing: the importance of advertising slogans in promoting a brand or product B information management: the importance of keeping staff informed about company policies and plans C Purchasing: how to achieve and maintain good relations with all suppliers
PART THREE
In this part ofthe test, you are given a discussion topic. You have 30 seconds to look at the task prompt, an example of which is below, and then about three minutes to discuss the topic with your partner. After that, the examiner will ask you more questions related to the topic. For two candidates
Project Abroad Your company is proposing to send a team of staff abroad for six months to set up an oflice and train local employees. You have been asked to make some 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.
For three candidates
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 some 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 ? how to maintain effective communications between the new office and the company headquarters.
沪江 BEC：http://www.hjenglish.com/bec/
Follow-on questions
? What advantages would there be in working abroad for a short period of time? ? What kinds of problems could staff encounter working abroad? (Why?) ? How can people get information while they are working abroad?
? What effect does the increase in international contacts have on the way companies operate? (Why?) ? How important is it for businesses to have their own offices abroad? (Why?/Why not?)
BEC 真题第四辑真题 Key 1
KEY
Test 1 Reading Part 1
1 D 2 E 3 B 4 C 5 A 6 D 7 B 8 A
Part2
9 E 10 G 11 B 12 A 13 F 14 C
Part3
15 B 16 D 17 A 18 A 19 C 20 B
Part4
21 B 22 D 23 D 24 A 25 C 26 C 27 B 28 A 29 D 30 C
Part5
31 THAN 32 ITS 33 AS
34 IF/WHEN/WHENEVER 35 THE 36 PAST/LAST 37 DO 38 OF 39 INTO/UNDER 40 AT/FOR
Part6
41 CORRECT 42 UP 43 CORRECT 44 AND 45 IT 46 UNLESS 47 THE 48 DONE 49 ON
50 MUCH 51 CORRECT 52 COMES
Test 1 Writing Question 1 Sample A
The aim of this report is to summarise changes in sales forecasts for the three main products of Toller Electrical Ltd for the four quarters in next year.
It is clearly showed that TV’s will contribute most to the company for the sales forecasts are the highest in three products every quarter. It will stand at 10 thousands in 1stt Qtr. Then it will have a steady increase to 15 thousands in 2nd Qtr. Before it will rise to the peak of 20 thousands in 4th Qtr, it will level off in 3rd Qtr. In contrast, the sales forecast of fridges' trend is totally different. It is 5 thousands in 1st Qtr.
Unfortunetly, it remains constant in next 3 quarters, while, the cookers' sales forecast is 5 thousands in 1st Qtr the same as fridges'.
However, the cooker will increase steadily and reach the peak of 10 thousands in 2nd Qtr. Then it will has no chang in 3rd Qtr following a drop to 5 thousands the original position in 4th Qtr.
It is clearly concluded that trends of sales forecasts for next year of these products are different. It is good time to take measures to direct the trends in much bright way.
Band 2
This is close to a band 3, but there are a number of non-impeding errors. Also, there is a lack of control in the third paragraph, which would have a negative effect on the target reader. Therefore, it is awarded an upper band 2.
Sample B
Report on sales forecasts for Toller Electrical Ltd
The aim of this report is to compare the sales forecasts for three product areas for next year.
Unit sales of fridges are likely to remain at 5,000 during all four quarters of next year. TV sales, on the other hand, will significantly increase during the second quarter from 10,000 to 15,000. Unit sales will remain at 15,000 during the third quarter and soar once again to 20,000 during the fourth quarter.
Unit sales of cookers, however, are likely to fluctuate, starting off at 5,000, sales will increase to 10,000 during the second and third quarter of next year, only to decrease to 5,000 unit sales during the fourth quarter.
It was concluded that TVs will be Toller Electrical Ltd's strongest product area in the following year. XXXXXXX
25 November 2006
Band 5
A very good answer, but a little lexical awkwardness prevents this being an upper band 5.
Question 2 Sample C
Report on decreasing number of staff using our company canteen Introduction This report aims at examining the key reasons why our employees prefer other lunch venues as in comparison to our company canteen.
Findings Since sometime it became evident that most of the company staff chooses to go outside in order to have their lunch. Although motivation to do so might be very different there were 3 main factors contributing to such decision making process.
Firstly, there are plenty of other options available. Our company is located in the heart of the city with many restaurants offering wide range of attractive lunch menues. All
of these places are within a 5 minutes walking distance from our premises.
Second reason, often mentioned, was that the meals offered in our canteen are much too expensive and of a relatively poor quality. Additionally, many employees pointed out that the menue does not offer any variety.
Thirdly, it came to our attention that the service staff was very slow and not always friendly to our staff.
Recommendation After closely assesing the situation it is recommended to take the following below highlighted steps in order to motivate our staff to eat in our company.
We will need to look into appointing a new catering company. Preferably one with a wide range of \We can attract our employees by introducing a new concept of good quality food (i.e. sandwiches \for a reasonable prices.
Our canteen needs to become trendy so that staff will once again choose to stay indoors instead of going for a lunch in the city.
We should also refurbish the interior of our canteen. Perhaps few appealing
accessories and a friendly colours combined with modern design would make the desired difference.
Conclusion We should set up a meeting to discuss viable options. Choice of a new catering company should be based on their ability to deliver the desired \—quality\equation, so that our employees are convinced that our canteen is the best place for their lunch break.
Band 3
Natural use of language, although not error free. A good range of structures and
vocabulary. Well organized. Linguistically, this is an upper band 4; however, the first content point has been omitted and one task penalty reduces it to band 3.
Sample D Report: The report of why our staff don’t go to our canteen. Introduction:
As requested by the Managing Director, I conduct to the reason of less number of staff using the company canteen at mealtimes as following findings.
Findings:
Firstly, as our company change the workhour, the lunch time for our staff is limited. So as the Dinner Hall is in another building. They do not want to spent time on this. Secondly, the canteen department has been individuel this year. The cost of one meal
is much higher than before, meanwhile, there are a lot of cheap restaurants open around. Last but not the least, our canteen offered a few kind of food to be chosen.
In conlusions 8c Recommendations:
From the 5 findings, there are a lot of space to be promoted:
1. Suggest the canteen sector offer a delivery work. Open their number, so as to our staff can order and eat in their tea Sc coffee room.
2. Our company can spend some money on the canteen in order to giving our staff some discount, Or buy some IC cards send to our staff as a benefit. 3. Tell the Human Resource department to find a new chief.
Band 2
A limited range of structures and vocabulary and some errors which obscure
communication. This would have a negative effect on the target reader and result in a lower band 2. In addition, the first content point has been omitted, However, as this is already a lower band 2, there is no penalty for omission.
Question 3 Sample E Dear Sirs,
I am writing on behalf of rny company Kolon International Corporation, a Korean trading house, who specialize in import and export of stainless steel and tinplate. We are very successful in Far East.
Due to the fact that we would like to expand our business territory in Eastern Europe we wish to investigate the possibility of opening a new branch in Poland. We are
aware of the fact that Poland in particular, is a developing country, and the demand for products such as stainless steel and tinplate is huge.
We hope that by opening a new branch we have better chances in finding customers, and for sure will give credability and reasurance in next stage to our potential
customers that we are on the spot and that we can deal with all inquires efficiently and quickly. Therefore, would you please advise in which part of Poland, which city we should open our office? Where are the most appropriate customers located?
Please indicate whether in your opinion it's a good idea for us to open this branch in first place? What are the advantages and disadvantages of this project?
Moreover, we would like to arrange a meeting with your company in order for us to discuss it further. Would you please advise the date you are available for a meeting. Trusting
Band 4
Please refer to band 4 descriptors on the General Impression Mark Scheme, as this is a good example of a band 4 script.
Sample F Dear Sir
My name is XXXXXXX, I am a manager of a Polish furniture company YYYY. I am writing you with request for some advice how to invest on your market effectively. Our company exists on the Polish market for over 20 years and we have been developing throughout this period constantly. We produce furniture of the highest standard, not only for some interiors but also for offices, with appropriate design and functionality.
Last time we have decided to open a new branch in Romania, that is a new line of ecological furniture production, We find it encouraging that your country's resources are pure and of high quality, which is the reason of our investment.
However we still need to obtain following information about your market concerning the legal situation regarding opening new business, the market structure, that is supply and demand for furniture product, possibly as well the business culture.
As we seek for further contacts with your company, we would like to propose you an appointment to discuss some topics concerning our future work. I would suggest the l5th of December this year in your company's office, if it is convenient.
I hope our cooperation will be fruitfull, If you require any further information, please don't hesitate to call me—0048 501 779 558. I also enclose some documents and brochures about our company. Yours faithfully XXXXXXX
Band 3
All content points covered. This is a well-organized and fairly ambitious response, but with a number of non-irnpeding errors.
Question 4 Sample G
To: The Head of Human Resources
Subject: The permission to the Business English Course
BACKGROUND
One of the employees of my section, Mr Dowbor, has found an offer of a 3-month Business English Course in London and he is asking for permission to go there. The course starts on 1\this time.
THE COURSE CONTENTS
The participants of the course will get an opportunity to learn a wide range of
business related vocabulary as well as they will be taught how to deal with business correspondence professionally. What is more, several lectures and workshops concerning new business methods are included in the contents of the course.
SKILLED EMPLOYEES AS A FACTOR OF DEVELOPMENT
Mr Dowbor is a young employee, but he has already proved to be very determined and to have outstanding interpersonal skills. He has been working for us for two years. At present we do not have employees with a knowledge of business English in our company. An employee with such skills will give us a chance to develop our contacts with foreign customers and suppliers.
PROBLEMS TO BE OVERCOME
Mr Dowbor will be absent from work for 3 months. The way to solve this problem can be employing someone as a replacement for this period. We are looking for people in other sections in the company, so if the person is good at his job, we can transfer him to another section later.
Please, be prepared to give feedback on this proposal at the meeting next Tuesday.
Band 4
All content points covered. Natural use of language with occasional awkwardness. A good range of vocabulary. Overall, it has a positive effect on the target reader.
Sample H
The proposal of the course T0: Mr White From: Mr Black Date: 13th May Subject: course
Course Contents
With more and more transaction with foreigner, the aim of the course is improving staffs' English skill. We invisted a English educational organization, which own a good reputation in this field. It provide five oral practise lesson and six writing skill lesson. lt contain the business communication in oral and written. Every staff must be divided into six group, and they practise business English at the real stage. Employees
All staff must ioin the course, but avoiding the waste of time and money. We divide into several steps. It begin with the sale department, then the staffs of management enter the second period training, The production department is the last one. Benefit Of Course
The course provide a chance to practise the oral English and the skill of written. The
staff can knowledge about not only the language skill, but also the culture and
business practise among different countries. It benefit our company to expand aboard market and study management skill and technolege from other countries. The course also help us to build an international brand Recommend
Avoiding the problem caused by the employee's absence, our company can implement the flexible work time. We let someone work through the internet, who enter the course. The staffs can do the work anytime and anyplace. It save the time and money spend in traveling to the company. The written lesson produce VCD that staffs can watch them in home, if they must work. If we push these policy, we must ensure all staffs have good quality internet and build supervision system to check every staff work performent.
Thank you for reading
Band 2
Errors are basic and numerous, and communication is obscure; therefore, this is awarded a lower band 2. ln addition, content points are omitted (no individual is specified), but no penalty is given, as this is already a lower band 2 answer.
Test 1 Listening Part 1
1 HEADQUARTERS/HQ 2 BANKRUPTCY 3 (AN) ENGINEER 4 MAIL ORDER 5 FEATURES 6 LOANS 7 STOCK
8 TWELVE MONTHS! 12 MONTHS / ONE
YEAR/AYEAR 9 DEALERS 10 BRAND
11 CORE COMPETENCIES / COMPETENCES 12 (OPTICAL) COMPONENTS
Part2
13 E 14 F 15 H 16 G 17 A 18 E 19 B 20 F 21 C 22 H
Part 3
23 C 24 B 25 A 26 B 27 B 28 B 29 C 30 C
Tapescript
Listening Test 1
This is the Business English Certiyicate Higher 4, Listening Test 1, Part One. Questions 1 to 12.
You will hear jacla Lesten founder of Hinde Instruments Corporation, a telescope manufacturer; giving a talk about the development of his company.
As you listen, for questions 7 to 12, complete the notes, using up to three words or a number.
After you have listened once, replay the recording. You now have 45 seconds to read through the notes.
[pause]
Now listen, and complete the notes. [pause]
My name is jack Lester and I’m here to talk about the company I originally founded in nineteen seventy-two, Hinde Instruments. Today, the company, with factories in Nevada and Texas and its headquarters in California, is one of the world's largest manufacturers of telescopes. Sales have grown at a tate of thirty-six per cent for the last ten years and in two thousand and two, reached one hundred and twenty-six million dollars. But this hasn't always been the case. In fact, in nineteen ninety-one, the threat of bankruptcy was hanging over the company.
I've always been an amateur astronomer and started building my own telescopes when I was ten. After working as an engineer at WAC, it seemed quite natural to start my own telescope company, Hinde Instruments. To start with, the company imported telescopes and sold them by mail order, but by nineteen seventy-seven, the company was making its own telescopes. Almost overnight, we took a huge portion ofthe
market, amateur astronomers being keen to buy our telescopes because of the features they offered. By nineteen eighty-three, sales reached two million dollars.
In nineteen eighty-six, I sold the company for six point Five million dollars to the Amtex Group, staying on as President. From the start, I disagreed with the new owners, and things did not go well. Then the sky fell in. In February nineteen
ninety-one, the bank called in the company's loans. There was no cash at the time. In fact, the company's balance sheet gave a net worth of minus two point five million dollars for nineteen ninety-one, the company having lost that much the previous year on sales of eleven point five million dollars.
I made a personal loan to the company of sixty-five thousand dollars to stave off the bank for one week so I could start to negotiate with three senior managers at Hinde interested in buying the company. It worked, and Amtex agreed to sell us one
hundred per cent of the company’s stock, along with all its liabilities, for one thousand dollars. As the key investor, I purchased fifty-one pet cent of the company for five hundred and ten dollars.
The four of us managed to put together two million dollars, and we decided this was to be used totally on product development. Arntex hadn't rnoved on any new products, so we had the luxury of engineering and of proof-of-concept waiting for us. We published a new catalogue of high-tech products and took out advertising in leading astronomy magazines. just twelve months after our purchase, we managed to get the company into the black. For the first two years, we all took very modest salaries. But it was an exciting time, and progress was being made.
We develop products the market wants to buy. We rely on our instincts and have frank discussions with dealers. We do this rather than run marketing studies, because we think they can be a waste of time. It sounds simple, and it works for us. And while the advanced telescopes are clearly the company's brand strength, a major reason for our success with consumers is our ability to apply sophisticated technology to
mass-market models. We offer a range of telescopes costing from eighty-nine dollars to fifteen thousand dollars, but fifty per cent of sales are generated by telescopes sold for under five hundred dollars.
In the future, I see Hinde creating more telescopes for amateur astronomers. But the company is also looking for ways to broaden into new markets. We believe that our core competencies are in demand and will achieve that breakthrough for us. For the last year, for example, the company has supplied optical components to HNT Networks in Seattle, a wireless-communications company. Thank you. If you have any . . .
[pause]
Now listen to the recording again.
[pause]
That is the end of Part One. You now have 20 seconds to check your answers.
[pause]
Part Two, Questions 13 to 22.
You will hear Eve different people talking about the Master of Business
Administration courses (MBAs) which they have taken.
For each extract, there are two tasks. Look at Task One. For each question, 13-17, decide why each person decided to take that particular course, from the list A-H. Now look at Task Two. For each question, 18-22, decide what the main benefit of the course has been for each speaker; from the list A—H.
After you have listened once, replay the recording. You now have 30 seconds to read the tivo lists, [pause]
Now listen, and do the two tasks.
[pause]
Speaker One
Woman: I’m glad I did the course I did, and I would, taken as a whole, recommend it to others. The prospectus went on about the fact that the university had world—class computer and library facilities and so forth, but that's not what really attracted me so much as the big-name lecturers, And I have to say, they were very good, though when I look back on it now, I realize that the people I learned most from were my fellow students. They came from all over the world, and I've really valued the insights they gave me into being on the receiving end of multinational marketing. It was those insights that I feel have been of real value since I came back into the workplace.
Speaker Two
Man: Doing the MBA has made me much more marketable, I think. My particular area of interest—e-commerce management—was becoming very popular, but I wasn't likely to get a good job without the added value of the higher qualification. The reason for choosing this course is obvious; with my family commitments, I wouldn't have been able to do a masters if the college had been miles away, but I was
pleasantly surprised when I started just how strong the course was on the legal side of business, which helped me in the work I now do in staff recruitment and support. And I think a good grounding in law is of great benent to most people, at whatever level of management they find themselves.
Speaker Three
Woman; In the first term of my MBA, I was a bit disappointed by the number of general lectures rather than smaller-scale seminars, even though I'd been warned in advance that this would be the case. I had a choice between a course specializing in law and one which offered lots of modules on Finance. I opted for the latter. It was really a matter of self-discipline — I was always bad at it, so I thought I'd better do something about that. We spent far less time on personnel matters, but ironically, I've got a lot more out of those sessions. I suppose what I'm saying is that the course has helped me to be more realistic about where my strengths and weaknesses lie. I seldom have anything to do with the financial side of things now.
Speaker Four
Man: I remember I was feeling rather under-challenged at that time - a lowly admin officer—and I was fascinated by all the opportunities opening up with internet business, you know, so I chose an MBA which was offering lots of innovative sessions in that area. And I have to say, the course did me a great deal of good all round, I’d always been something of a loner, but since coming off the course, I've thrived in a more co-operative environment. I don't think I would ever have managed that without having done the course. I'm thinking of changing jobs again - moving from purchasing into customer-service management - and I’m looking forward to another challenge. The MBA has given me the confidence to do that without worrying.
Speaker Five
Woman: I decided against doing the MBA at the college down the road, because although they had an excellent reputation, they seemed to me to be too traditional for my particular needs. I plumped for a course at UCDA, even though it was such a long way away, because it had a good track record dealing with changes to the statute book. And I don’t regret it: I think the fact that I did my thesis on this - European Business Regulation - helped me to get my current job. It's significant, though, that I haven't actually had to apply much of my legal knowledge in the job. Instead, I've ended up working in product standardisation and monitoring — which, of course, my MBA studies helped with, too.
[pause]
Now listen to the recording again.
[pause]
That is the end of Part Two. Part Three. Questions 23 to 30.
You will hear a Business Studies tutor and a student, Martin, discussing Ralcona, a UK—based soft-drinks company.
For each question, 23—30, rnark one letter (A, B or C) for the correct answer After you have listened once, replay the recording.
You now have 45 seconds to read through the questions.
[pause]
Now listen, and rnark A, B or C. [pause]
Woman: OK, Martin, I asked you to prepare the case study of Ralcona, the soft-drinks manufacturer. Let's work through the main issues together. Now, I assume you've looked at the background? Can you give me a summary?
Man: Erm, yeah, er — well, um, Ralcona are a UK company who had one very famous drink —Jista — which was selling well world-wide. But two years ago, when the new Chairman arrived, he decided to exploit that popularity to expand the product range. Ralcona had introduced jista into markets in japan, Australia and several South—East Asian countries. But there's recently been a slide in sales, despite the fact that jista is still holding up reasonably well against some stiff competition from other multinationals.
Woman: OK, stop there, because I want to fill you in on the discussions that took
place in the planning of this new product range - they were very interesting. Inevitably, the various interested parties in the company all had very different ideas — but they all advocated caution. So, for example, the finance department wanted to test the markets closer to home first, while the marketing team were worried any new drinks would dilute the image of the core brand and so were looking at new names, But across the board, the people at the top favoured launching each product separately at different times to get maximum impact for each product. So that's what happened. All right, go on ...
Man: Well, they then had to decide which market to aim for, Did they just replicate other drinks on the market and try to eat into those markets? Should they focus solely on the youth market, which was rapidly expanding? Or should they be daring and go for an older, more sophisticated age group with more expensive products? Riskily, they plumped for the latter, Then, having decided where they were going, the R and D department began developing the products.
Woman: Right, and a key factor here was deciding on the all-important design of the packaging. Now, designers tend to have a track record of success - or not - so the
safest option would have been to employ a team of consultants who specialized in this. But, driven by the focus on innovation from the new chairman, they trawled the
market for recent graduates, thinking their enthusiasm would make up for their lack of experience. They were also approached by designers from other companies, but thought they'd be too set in their ways, So the industry was waiting eagerly to see what Ralcona had to offer, but at the last minute, the company halted the launch for three months, Why was that?
Man: Urn . . . an overworked marketing department had pulled out all the stops to get everything ready. And the retailers, who had been geared up for getting the products in the shops, took a pretty poor view of the decision. But Ralcona's chairman had heard, correctly, that their main rivals intended to attack the launch with an aggressive promotion, so he intervened at the last minute. Eventually, the delayed launch went ahead, and the new products were brilliantly successful.
Woman: Yes . . . and hoping to exploit this still further, Ralcona did some research into why the products had struck such a chord, expecting to find positive results for their advertising campaign or design, But they were taken aback. Why?
Man: Well, they discovered that the drinks were being drunk as mixers with other products — so much so that sales had almost reached the level of Jista, the core product. So Ralcona had targeted the market accurately, but had failed to see how wide the applications for the products were.
Wornan: And this taught Ralcona sorne valuable lessons that have now put them at the forefront of the industry.
Man: Yes, it seems they have now established a good creative team who constantly come up with new ideas, and the marketing division has rethought its mission and now focuses on getting copious feedback from supermarkets, clubs and cafés to find out what consumers are looking for.
Woman: So other businesses, not just the drinks industry, have looked to Ralcona as a
model and as a warning. What were your conclusions?
Man: Their experiences prove what we already know - that successful companies must be prepared to go out on a limb, and finely targeted
markets can be more profitable than making products with more general appeal. But what it uniquely demonstrates is that, in any business, you should never assume that you know what's going on - the consumers have a lot to tell us —but they won't if they're not asked, and your products can live or die by getting the right information. Woman: OK, now can you write all that up for me . . . ?
[pause]
Now listen to the recording again.
[pause]
That is the end of Part Three. You now have ten minutes to transfer your answers to your Answer Sheet. [pause]
Note: Teacher, stop the recording here and time ten minutes. Remind students when there is one minute remaining. [pause]
That is the end of the test.