BEC final exam A

Part II1).Directions: Quay West, a European clothing company, has shortlisted five suppliers for its new range of leisurewear. Match each of the fo llowing statements with a company below.Global sourcing1.This supplier is able to offer a wide range of products.2.There is a lot of old machinery in this supplier´s factory.3.This supplier is able to manufacture to the highest standards.4.Orders are delivered extremely quickly by this supplier.5.This supplier is hoping to improve its deliv ery times in the near future.A. Consort Trading Co. Ltd Yungtown-Dong 968, KoreaBy far the most reasonably priced of the potential suppliers, this medium-sized company exports to many countries in Asia, the Pacific rim and Europe. The company is well-established and employs a arge but poorly paid workforce. This, along with obvious lack of investment in new plant (Anlage,Werk), probably explains how the company is able to produce at such e xceptionally low costs. These factors, however, also account for the modest quality of the goods, some of which could even fail to meet European standards. It seems that the supplier would be in a posi tion to deliver within satisfactory times and the owner s insist that they would be flexible enough to deal with last-minute orders. However, a supplier relationships with this company could possibly have serious PR implications.B.Samokovska, Inc. Plodiv 4003, BulgariaThis small but very modern company ha s been supplying EU countries for several years now. This experience shows in the level of workmanship and has resulted in th e company adopting a policy of ensuring that each item within its catalogue conforms to all EU specifications. However, the variety of the catalogue is somewhat limited –as is the company´s production capacity. It appears the company has decided on a strategy of offering an exclusive selection of high-quality, expensive products. It seems unlikely that the company would be versatile (vielseitig, flexible, beweglich) enough to respond quickly enough to market changes or deal with orders at short notice. Moreover, although the delivery times are quite impressive, the company would struggle to maintain these whe n faced with larger orders.C.The Namlong Sportswear Company Ltd. Bangkok 10150, ThailandOne of the largest textiles suppliers in Thailand, the Namlong Sportswear Company is a large enterprise with several factorie s in the Bangkok area. The company employs a large workforce an d relies extensively on manual labour. However, the scale of its resources means it is very flexible and its production cycles are relatively short, even fo r large orders. These factors, along with impressive (eindrucksvoll, imponierend) distribution, allow the company to respond to any changes in order specifications or schedules while meeting tight deadlines. There may be some room for negotiation on prices, which look relatively expensive compared to many of Namlong´s competitors in the area, especially when the slightly disappointing standard of workmanship is taken into account.D. Shiva Trading Co. Ltd. Mumbai 400034, IndiaThe Shiva Trading Company is a small but well established family-owned business that has been exporting throughout the sub-continent and is now looking to enter the European market. To help with this expansion, it is offering very reasonable prices to potential European customers,, especially in relation to the satisfactory levels of qualit y that its products display. On the other hand, its present size and limited capacity could lead to delays and a certain amount of inflexibility in terms of schedules and short notice orders. However, the owners insist that planned expansion of the premises will ease these pressures by increasing capacity and reducing production cycles, thus enabling the company to turn orders around more efficiently.E.Hai Xin Group Co. Ltd. Shanghai 200051, chinaThe dynamic young company is looking for sales outlets in Europe. Although its goods tend to be slightly pricey, their quality is acceptable, with some evidence of attention to detail. However , it is not clear as yet whether these goods will conform to all EU regulations. The owners are confident, though, that their modern machinery and fle xible production processes mean that the company will be able to cope with any changes in product specifications and garment features necessary to meet legal requirements. This flexibility also means that the company has already built up an impressively varied cata logue, with many items offering optional and additional features. This would suggest that introducing new product lines would not be a problem. Hai Xin also appears able to offer sa tisfactory delivery times.2).Read the five extracts from the magazine Management Now and then match each of the five statements (1-5) with one of the extracts. You will need to use some of the texts more than once. Then translate the underlinedsentences into Chinese.0. You can gather a lot of customer data with modern computer system. ___A___1. One future trend will be more direct contact between companies and their customers. ________2. Business hasn’t really changed, only the media of communication. ________3. Customers are frequently frustrated by not being put through quickly to the person they need to speak to. ________4. There is less human interaction nowadays, but this isn’t necessarily bad for the customer. ________5. The IT system failed to deliver the results the company wanted. ________Better Communication?‘THE MORE ELABORATE OUR MEANS of communication, the less we communicate.’ These were the words of Joseph Priesly over 200 yea rs ago. But if that was true then, what would he make of communications technology today?Natalie Fitzgerald asked five people working in the field what they thought.A Bill Osmond, data analystI think he’s got a good point. Powerful IT systems give companies enormous amounts of information on customer behavior, but it’s what they can do with this data that matters. A good example in recent yearswas Centrica, the British utility company. It acquired a big portfolio of different companies and then spent huge amounts of money on an IT system designed to cross-sell its various products and services – financial services, telephone con tracts, energy supply and so on – to the customers in its different businesses. But they never managed to do it, because their IT people were unable to merge all the customer database or to make them talk to each other.B SARAH BRIDGESTONE, former call centre managerAbsolutely, Call centres can more often act as a barrier than a help. Take the example of a well-known mobile phone operator. When a customer calls, he’s given a list of options to choose from :dial 1 for bill enquiries, 2 to upgrade his hands et, 3 if he has a technical problem, 4 if he’s thinking of leaving the company. From each of these he’s taken through another list of options. If he still can’t find what he is looking for, he’s invited to ‘stay on the line until an operator becomes availa ble’. This can take up to ten minutes, by which time he is now seriously thinking of going back to option 4 and cancelling his contract. It really seems counter-productive.C DOUG COOK,bank managerThere is no doubt that modern communication channels hav e depersonalized a lot of customer contact. Banks have been doing this for years, trying to commodities the service that they offer so that they can rationalize it and make it cheaper to deliver. Most transactions – bank deposits, cash withdrawals, issuing of statements – have been automated whether at a cash machine, over the phone or online. This has saved companies and the customer money. But cost-cutting is by no means the only deliver –it’s a trend also driven by customer demand f or a quick and flexi ble service.D FARHANA PATEL, online retailerIt’s just about convenience. Whether I text you a message or tell you the same message face-to-face, it’s still a message. The growth of Internet shopping compared to that of high street shopping shows very clearly that customers want cheaper and more accessible services. Sellers like the convenience too of course. eBay started out as a market place for individuals but, increasingly, companies have used it to sell products direct to consumers. In fact it’s not very different from a traditional market place. There is still a community of buyers and sellers who talk to each other and do business, just the same as if there were dealing face-to-face.E BRIAN MACWHINNEY, management consultantBusinesses are often too quick to embrace new technology in order to save money or gain a competitive advantage. But applying the same solution to a ll types of business is never a good idea. There are cultural factors to consider. Using a call centre in India to handle enquiries about train times on railways in Europe is a bad idea because it isn’t suited to customer of a computer company doesn’t reall y mind if his technical problem is solved by a call centre operator in India or Ireland or Alaska, because it doesn’t require any cultural knowledge. Good communication is about find the right channel. In time I expect we’ll see a return to more face-to-face contact with customers and more local service.Translate the underlined sentences into Chinese:1.Powerful IT systems give compa nies enormous amounts of information on customer behavior, but it’s what they can do with this data that matters.2.There is no doubt that modern communication channels have depersonalized a lot of customer contact.Part IIIDirections: use the words in th e box to complete the passage from an online guide for investors. Then translate the underlined sentence.Understanding financial statementsTo make good investment d ecisions, you need to understand the business you’re investing in. Knowing when to buy and when to sell depends not only on u nderstanding the market in general but also the financial health of the company. Your list port of call: the annual report.This contains the accounts –the balance sheet, the income statement and the cashflow statement. We’ll deal with just the first two here because they are the most important. With all financial statements, you must compare the sets of figures from recent years to see how the company is developing.The balance sheet is a snapshot of a company’s financial position at a given moment. Imagine tomorrow you make a list of everything you own (including what others owe to you) – house, car, money in the bank, etc. These are your (1) ______. Set against these everything that you owe – mortgage, credit card bills, etc. These are your (2) ______. The two columns are what make up the balance sheet.With a company balance sheet you also need to consider the shareholders’ equi ty (the shares owned in the company by others). The basic equation is assets = liabilities + shareholders’ equity.The (3) ______ assets of a company are its buildings and equipment. As an operator you should pay particular attention to two kinds of curre nt asset – the stock and the accounts receivable (money owed to the company by customers). If the amount of stock is growing fast, then it could be that stock isn’t moving. If the accounts receivable figure is large, then the (4) ______ aren’t paying their bills quickly enough. On the reliability side look to see whether the debt, both short and long term, is increasing. Is the company borrowing more and if so, why? Read the notes to the accounts – maybe they will explain anything unusual. Look also at accounts (5) ______ to see if the company is paying its creditors on time.The income statement(sometimes also called the profit and (6) ______ account) shows the company’s income and (7) ______ over a given period. It l ists all the money generated by sales (the turnover) plus any other income, minus all the costs involved in running the business. This produces the gross profit that tells you if the business is health y and operationally (8) ______. (9) ______ profit is the proverbial bottom line. It represent s profit after tax and interest have been paid and is the amount that can be distributed to its shareholders in (10) ______ (though ge nerally a part of this profit is retained for re-investment).As you study the income statements of recent years, get out your calculator and do some sums.Are sales growing? Are costs growing faster than sales or is the profit margin being maintained? What are the forecasts for f uture growth? Did any of the income come from the sales of assets?Translate the underlined sentence into Chinese:1.The balance sheet is a snapshot of a company’s financial position at a given moment.Part IVPassage 1: Read the article and choose one letter for the correct answer.Investing in the stock market has always been more p rofitable than putting money into a traditional savings account. However, it is only in the last few years that private share ownership has become accepted a s a reliable form of investment. There are many reasons why more and more people are now buying shares. To begin with. the whole process is now far more flexible and user-friendly and public awareness of investment products and their tax implications is a lot higher. Even more importantly, this awareness means people now realise that the medium to long term shares a re far more profitable than deposit accounts. Today, people are also more likely to invest m a company for ethical reasons or as a show of support for that company.When deciding to invest in shares, it is essential to think about your objectives. In orde r to avoid an expensive mistake, you need to consider your existing short and long-term financial commitments and how quickly you expect to see a return on your investment. Most importantly, you need to decide the extent to which you are prepared to speculate and then select the investment products which best reflect your attitude towards the perils inherent in any stock market investmentRecently, newspapers have been full of stories of investors realising massive profits. usually in connection with the flood of Internet companies that have issued shares in the last twelve months. Such companies, however, are anything but a safe investment. Although people have been attracted by' phenomenal rate at which these companies are expanding, many investors have s een their shares fall well below the issue price within months of buying them.Private investors unwilling to tolerate high levels of risk can buy shares in blue chip companies, which are established organisations such as banks or large international corpo rations. Although such an investment may minimise risks, it also limits the potential profits. Some investors try to remove the element of risk by closely monitoring stock market movements on a daily basis or by paying a regular sum into a managed fund over a long period of time. However. no matter how carefully people follow the markets or what expert advice they receive, statistics show that the safest option is to spread risk by investing in a wide range of different companies across different sectors.As a first-time investor, it is vital to seek professional advice. Consultants can provide information on how to invest in the most attr active companies. They can explain how stocks. s hares and bonds actually work. H ow much each type of investment costs and. most importantly, which products best match their clients' requirements.One reliable way of managing investments is through a broker. An alternative method is to deal in shares on the Internet. Thi s incurs none of the regular broker's commission and in vestors can therefore easily afford to buy and sell shares more regularly. However, although some potential investors may find on-line trading exciting, they should be aware that direct trading is perhaps the least secure way of approaching the stock mark et, with few investors having the necessary skills and knowledge to make any profit whatsoever, never mind the fortunes popularised by the media.1. According to the text, more people are now buying shares becauseA. more ethical investments are availa ble.B. investors get a better rate of return.C. investment periods arc more flexible.D. investors pay less tax on earnings.2. What is the main consideration when deciding to invest in shares?A. How much you pay for the shares.B. How quickly you can make a profit.C. How willing you are to take risks.D. How financially secure you arc.3. Investors are attracted to Internet companies because theyA. sell their shares at a low price.B. have a large number of shares.C. are often a very safe investment.D. offer potential for rapid growth.4. Investors can reduce risks and still make good profits byA. investing only in blue chip companies.B. monitoring share prices very closely.C. buying shares gradually over time.D. choosing a variety of investment.5. What is the most useful advice for new investors?A. The best time to invest in shares.B. The most suitable type of investment.C. The cheapest way to buy shares.D. The safest companies to invest in.Passage 2: Read the article and choose one letter for the correct answer. Then translate the underlined sentences.THE AD REVOLUTION WILL NOT BE TELEVISEDAmong most advertisers, agencies and media companies there is a growing consensus that the old broadcast models of advertising are being eroded by the march of technology and that new models will h ave to be found to promote their products.Consider the growing ubiquity of broadband access and the digital revolution that is fr agmenting television viewing across hundreds of channels. Then combine those trends with the upsurge in personal video record er technology (PVR) and the tendency for younger viewers to watch less TV in favour of sharing their own words, pictures, music and movies online.In the UK, television viewing fell in 2005 for the first time in the medium’s history. The decline was most pronounced among those aged 16 to 24. In the US, where broadband penetration is even more widespread, those under 25 now spend more time on the Internet than watching television. The effect of these changing media habits is now having a material effect on advertising spending.But according to Neil Jones of media agency, Carat UK, and others at the sharp end, big companies like Coca Cola and Unilever are actively reducing the amount they spend on television in favour of boosting their Internet budgets and so-called ‘direct response’ advertising – anything from online viral ads to traditional mail campaigns.Unilever, the consumer goo ds giant, has said that during the last five years around a fifth of its £300m ad budget was shifted out of television and in to outdoor posters, online advertising and sponsorship, such as Flora’s long-running association with the London Marathon. Meanwhil e, the PVR effect is starting to make its presence felt now that the devices, which allow viewers to easily record shows as well as pause and rewind live TV,are in a meaningful number of homes. Over 1.3 million people now use the technology, with the majo rity fast forwarding through adverts on recorded shows.Increased broadband penetration and download speed are only likely to accelerate the trend for on-demand viewing. Channel 4 chief executive Andy Duncan recently forecast that by 2016 ‘the majority of all programmes will be consumed in an on-demand way, whether through personal video recorders or video-on-demand over the Internet’. As the boom in search-based advertising on the Internet has proved, if advertisers are sure that they are accurately, targeting a receptive audience they will pay a huge premium. Meanwhile event television, which viewers will tune on to watch live, and could be anything from the World Cup to Dancing on Ice will become increasingly vital.As a result of these trends the amoun t spent on traditional television advertising on the main channels is declining, while the amount spent on the web is booming. Advertising experts are agreed that brands will increasingly have to engage with individual consumers rather than hoping to catch their attention with traditional catch-all ads.Advertisers are demanding a more holistic view from their agencies, asking them to consider how to tap into younger consumers via blogs, social networking sites, advertiser-funded content and viral advertis ing. The latter, which involves making branded messages so engaging and interesting that web users feel compelled to send them on to f riends, has come of age during the past two years. ‘We’re seeing a new wave of interest because brands are looking for new forms of media and new marketing techniques,’ says Will Jeffery, Managing Director of viral advertising agency Maverick.In the short term, Hassell, director at digital agency Ralph, believes that advertisers will increasingly release adverts on the Internet first as a means of creating a buzz around a particular clip.1.According to the author changes are occurring inA.the types of television programme we watch.B.the way people, especially young people, access video.C.the way televisions are made.D.the amount of programmes that are recorded.2.2005 was a significant year for television in the UK becauseA.it was the year Internet use overlook television viewing.B.spending on TV advertising declined.C.viewing figures peaked and started to decline.D.the 16 to 24 age g roup watched more television than before.3.In the future, big global companies willA.move away from TV to alternative advertising media.B.still use television to establish their brands.C.try to target their advertisements more precisely.D.return to non-broadcast methods like direct mailing.4.The growing use of PVRs means that television viewersA.skip through the advertisements without looking at them.B.are exposed to a bigger range of advertisements.C.can get advertising on demand.D.can pause and rewind advertisements.5.The other growing area of opportunity for advertisers isA.outdoor advertisingB.ice dancing.C.big live sporting events.D.football.Translate the underlined sentences into Chinese:6.Over 1.3 million people now use the technology, with the majority fast forwar ding through adverts on recorded shows7.Advertisers are demanding a more holistic view from their agencies, asking them to consider how to tap into younger consumers via blogs, social networking sites, advertiser-funded content and viral advertising.Part V.Directions: IKEA, the Swedish furniture retailer, promotes a single corporate culture throughout its international operations. Read the extract opposite from an IKEA brochure and make notes under the headings.A strong and living corporate cultureIKEA has a strong and living corporate culture. It has grown step by step, bit by bit, along with our business idea. Our culture and business idea are the cornerstones of our operations. They support and strength en each other. Our corporate culture helps us to retain the spirit and vitality of the early years, and to create a feeling of belonging in a large international organizat ion. Our corporate culture is what binds us together.Our corporate culture is based on shared values: a simple and optimistic li festyle, a natural way if working and being together, without imposing exaggerated respect and complicated regulations. The key words are simplicity and humility, thrift, a sense of responsibility, enthusiasm and flexibility. Perhaps the most important of these is simplicity, as seen in the unpretentious way we associate with each other. There are no status symbols to create barriers between managers and their fellow workers. Our customers do not expect to pay for first-class hotels, directors’ dining rooms and flashy cars.It is important that all employees share our basic values. We take a lot of trouble with recruitment. IKEA is an ideas compan y. our business idea and culture provide us with a framework, and we look for people to build upon and promote o ur culture. But we also want people who can cut across our organization, who are strong enough to question, renew and change. Such people promote development and should be encouraged not punished.Internal promotion is still the norm, but we also recruit a number of people from outside. This is essential for strong expansion. And it provides us with new impulses.Keeping our culture alive is management’s key task. The best way is to set a good example and care about the employees. To se e the person behind the professional. Caring means listening and encouraging new ideas and fresh initiatives, action and a sense of responsibility. Caring also means following up, putting right what goes wrong. Being able to praise and rebuke.Our managers must know their jo b, and personally involve themselves in detail.”Retail is detail.”Battles are seldom won at desk. They are won out in the rea l world.Simplicity and efficiency are usually synonymous concepts. Today we are a long way from our goals. We must put this right. At all levels. Then we will feel happier with each other and with our tasks. The continued success of IKEA rests on the involvement and enthusiasm of individual employees. And a great deal depends on our managers’ perceptive ness and ability to care.云南财经大学期末考试试题答案及评分标准A卷学年学期：2010-2010学年第一学期专业：班级：2007512A 2007512B课程：商务英语教学大纲：使用教材：新编剑桥商务英语（高级）教材作者：Paul Dummett with Colin Benn出版社：经济科学出版社云南财经大学期末考试《商务英语》试题答案及评分标准Part I: 1*20=20%1.G;2.E;3.I;4.J;5.H;6.A;7.F;8.B;9.C; 10.D11. marginally, 12. debtor; 13 prospective; 14. fluctuating; 15. following;16. divested; 17. recovered; 18. declined; 19. went bankrupt; 20. Liabilities.Part II: 2*10=20%1) 1. E; 2. A; 3. B; 4. C; 5. D.2) 1. E; 2.D; 3. B; 4. C; 5. ATranslation: 2*4 = 8%1.强大的信息技术系统给各公司提供了大量客户行为的信息，但是这些公司可以拿这些数据做些什么才是最重要的。