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商务英语高级必备口语资料：招聘
I. Recruitment
Ex: How to ensure that the best candidate for a post is selected.
How to organise an effective recruitment drive.
○1 Hiring a new employee is an investment. Getting a niche person for a niche role will add value to an organization. Organization can never be sure that they have selected the right person until he or she starts working, but an efficient recruitment and selection process can reduce the risk.
○2 Produce an accurate job description, a list of skills, experience, attitudes and so on.
○3 Choose the best recruitment method: internal recruitment, job advertisements, recruitment agencies and headhunting/executive search.
○4 A shortlist of candidates will then be draw up to be put through the company’s recruitment processes, usually interviews. This will produce the ideal candidate.
○5 Negotiate terms with this candidate. It should be both affordable for the company and attractive enough to get the ideal candidate.
II. Motivation
Ex: How to achieve and maintain high motivation among a workforce.
The importance to a company of having well motivated staffs.
○1 Well motivated staffs can add value to the company. They are enthusiastic, creative and loyal. They increase the productivity and quality.
○2 Spiritual motivation.
A. Give employees guidance when they are just recruited.
B. Demonstrate a commitment to career development and promotion from within.
C. Forster a sense of team spirit.
D. Publicly recognize and congratulate employees for good work.
○3 Material motivation.
A. Set incentive schemes: profit sharing, bonus scheme.
B. Fringe benefits: company car, contribution to pension/health scheme, relation allowance.
C. Establish the incentive-based compensation system.
商务英语高级必备口语资料：市场调查
Market Research
The definition of market research: study carried out by a company before launching a new product, into the needs, lifestyle, income, etc of potential buyers and to measure the success of similar products that are already available. It may involve interviewing people in the street or giving away sample product.
○1 Market research can be done for both a product and a company. As for a product, it is the first step when promoting a new product. It can find out whether the market accept the product or not. As for the company, market research can find out the customers’ opinion about the after-sales services and corporate image.
○2 There are generally four ways of doing market research, observation, survey, questionnaire and telephone interview.
○3 There are four procedures while doing market research. First, represent suitable questions. Second, record the customers’ feedbacks. Third, gather these statistics. Forth, analyse them and draw a conclusion.
VI. Sales
Ex: How to sell a product effectively in international markets.
○1 Advertising. Choose a media to advertise your products in a foreign country, TV commercials, magazines, bill board, or etc. Make sure it suits the local tastes. Maybe you can try to sell on the net; it will receive the world-wide attention.
○2 Do market research. Find out whether the products are accepted by foreign customers. It can be carried out as surveys, observations, and questionnaires.
○3 Adjust your product to the local tastes. Although the case of your products are the same, you can change some details. Take IKEA, the largest furniture retailer, for example, is doing well in suiting the local taste.
○4 What I want to put emphasis on is franchising. Franchising is a good way to sell your prosuct in a foreign country. As local businessmen understand their own culture best.
商务英语高级必备口语资料：广告
Advertising
1. Media
○1 The types of media: TV and radio commercial, newspapers and magazine, poster and bill board, direct mail, the Internet, etc
○2 Advantages and disadvantages of the major types
TV: high attention, combination of sight, sound and motion; high cost and less audience selectivity.
Newspaper: flexibility, good local market coverage, broad acceptance; short life, poor reproduction quality.
Magazine: high geographic and demographic selectivity, credibility, long life, good pass-along readership; having rivals in the same magazine.
Direct mail: audience selectivity, flexibility, no ad competition within the same medium; relatively high cost, junk mail image.
Internet: high reach of international audience, similar effect as TV commercial, interactive; the users of Internet are limited, compared with TV.
○3 Consider your target audience and your budget to make a wise decision.
2. Agency
○1 Select a suitable agency
A. Consider the reputation and past performances of the agency. Agencies provide the client with the services of highly skilled individuals who are specialists in their chosen field.
B. Same compensation philosophies. Different compensation systems may result in disagreement.
C. Stability in agency’s policies. Mergers and acquisitions may lead to policy changes. This will have negative effect on the performance of the agency.
○2 Ensure that agencies maintain a high level of effectiveness.
A. Regular reviews: financial and qualitative assessments.
B. Financial audit: It is designed to verify costs and expenses, salaries for the employees, and payments to the media and outside suppliers.
C. Give detailed instructions or certain trainings to the agencies about how to represent a company.
D. Make full disclosure of any potential and existing conflict of interest. One agency cannot run two accounts which are indirect competition with each other. In some cases, even indirect competition will not be tolerated.
3. Trade fair and exhibition
○1 Types of exhibition. What are exhibited? Whether it is related to your field? Whether you can find potential customers, suppliers, or partners?
○2 Scale of exhibition. How many participants are listed? Whether it is local or national or international?
○3 Publicity of exhibition. How far is the organizer willing to increase public awareness? Whether they are able to attract public attention and the leading companies of the field?
○4 Cost of admission. Some of the exhibitions are relatively high, because they wish to attract only the professionals of their own field. Some are admission free, because their target market is the entire population.
○5 Other points: Location, transportation, accommodation and time.
Ex: The importance of selecting appropriate members of staff to attend exhibitions.
○1 The exhibition is a stage for a company to exhibit its product, capacity and credibility.
○2 The members need to know every aspect of the product and the company, and what the company wants in the exhibition.
○3 They should have eloquence to promote the product and the flexibility to adapt to the changes.
○4 Because they represent the image of the company, they should also have a good physical appearance.
商务英语高级必备口语资料：员工
1.Staff management: how to ensure effective lines of communication between the workforce and management
As the leader of the company you should open up a channel for the workforce and management to communicate directly. For example you can hold a monthly meeting within the company, which is attended by both the reps from workforce and management. They are allowed to talk with each other openly and freely to exchange views and opinions. They can also set common objectives.
You should achieve this effectiveness by making use of up-to-date technologies. For example you can set up a forum on the intranet of your company so that every member can air and exchange their views on the forum. In this way a effective line of communication will be set up.
You should set up an incentive system to make your staff talk with their line managers.
2. Finance: how to ensure accurate cashflow forecasts
you should establish a monitor system in the first place to detect any possible cashflow gap which will occur during your production and operation. This system can calculate the balance between your income and expenditure on a daily base. And should there be any sign of cashflow problems the system will warn your staff to do something about it before hand.
In order to achieve the accuracy you must set up a report system which demands every manager report the current financial status of his or her departments. The information will be collected everyday for you to take consideration.
3. International sales: how to decide which sales incentives to offer a new foreign customer
商务英语高级必备口语资料：市场
1. Travel: the importance of being able to speak foreign languages in international business
2. Marketing: how to assess whether there is a market for a new product
You should carry out a research on the customer demands to see if there is a read need in the market for your new product. The feedback or result will help you to decide whether to launch the new product on the market.
You should pay special attention to your competitors. Detect whether they are going to launch their new product onto the market. if the answer if yes that probably means there is a demand in the market for some new product. Then be quick and put on your rival product to coincide with them.
3. Human resources: how to use staff appraisal schemes
You should see to it that the staff appraisal schemes be a chance for management and employees to come together and exchange ideas, set joint targets and improve the way decisions are reached.
The scheme should have a clear appeal process and any negative feedback should be accompanied by evidence such as dates, times and outcomes. Most importantly ratings should reflect measurable element of the job requirements.
4. Advertising: the importance of television and cinema advertisement
In fact television and cinema advertising both function as a kind of media which tells or even guides people to buy products or services. With the development of the telecommunication television has become the most important carrier of advertisement and as a result of that TV advertising has the largest amount of audience all over the world. They have penetrated into people’s daily life and persuaded them to buy whenever they turn on them. On the other hand the popularity of the movie make every audience be under the influence of cinema advertising at the beginning and end of the movie.
