2005年商务英语(BEC)考试高级口试真题
概要： what kinds of people or companies will buy its new superfast laptop computer. Or Barat College in Lake Forest， Illinois， needs to know what percentage of its target market has heard of Barat， how they heard， what they know， and how they feel about Barat. In such situations， the marketing intelligence system will not provide the detailed information needed. Managers will need marketing research.We define marketing research as the systematic design， collection， analysis， and reporting of data and findings relevant to a
2005年商务英语(BEC)考试高级口试真题,http://www.jdxx5.com5、Marketing Research
Managers cannot always wait for information to arrive in bits and pieces from the marketing intelligence system. They often require formal studies of specific situations. For example， Toshiba wants to know how many and what kinds of people or companies will buy its new superfast laptop computer. Or Barat College in Lake Forest， Illinois， needs to know what percentage of its target market has heard of Barat， how they heard， what they know， and how they feel about Barat. In such situations， the marketing intelligence system will not provide the detailed information needed. Managers will need marketing research.
We define marketing research as the systematic design， collection， analysis， and reporting of data and findings relevant to a specific marketing situation facing an organization. Every marketer needs research. Marketing researchers engage in a wide variety of activities， ranging from market potential and market share studies， to assessments of customer satisfaction and purchase behavior， to studies of pricing， distribution， and promotion activities.
A company can conduct marketing research in its own research department or have some or all of it done outside. Although most large companies have their own marketing research departments， they often use outside firms to do special research tasks or studies. A company with no research department has to buy the services of research firms.
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Speaking Test Part II
1. Customer Relations： the importance of making customers feel valued
2. Company growth： the importance to a company of controlling expansion
3. Marketing： how to ensure that agents maintain a high level of effectiveness when representing a company
4. Time Management： the importance of planning work time effectively
5. Project Development： how to ensure inter-departmental co-operation on new projects
6. Purchasing： how to evaluate and select new products
7. Personnel Management： the importance to a company of having well motivated staff
8. Strategic Planning： how to decide whether to purchase or rent company premises
9. Sales： how to ensure that price levels for new products are set appropriately
10. Communication Skills： the importance of foreign language training for selected employees
11. Advertising： how to select a suitable agency to handle a company’s advertising
12. Finance： how to decide whether to float a company on the stock-market
13. Marketing： the importance to a company of offering its products on the world-wide web
14. Staff Training： how to evaluate the effectiveness of company training programmes
15. Company Growth： how to decide when it is the right time for a business to expand
16. Public Relations： the importance to a company of sponsoring well-known personalities from the arts and popular culture
17. Recruitment： how to ensure that the best candidate for a post is selected
18. Information Management： how to analyse and make effective use of information
19. Sales： the importance of brand image in ensuring that products or services sell well
20. Technology： the importance to a company of keeping up-to-date with internet developments
21. Quality Control： how to ensure that a company consistently maintains quality control standards
22. Product Promotion： how to make effective use of the media when promoting a new product or service
23. Product Management： the importance of teamwork for the effective management of projects
24. Health and Safety： how to develop a responsible attitude among staff to the health and safety requirements of accompany
25. Technology： the importance of computer skills for the workplace of the future
26. Communications： how to ensure that e-mail is used appropriately by staff for internal and external communications
27. Staff Development： how to administer a staff budget effectively
28. Market Research： the importance of finding out about customers’ habits and attitudes
29. Financial Management： how to identify ways of reducing costs in a company
30. Communication： how to achieve an effective working relationship between different departments within a company
31. Communication skills： the importance of understanding cultural differences when working in an international environment
32. Personnel Management： the importance of providing employees with clear job descriptions
33. Company Growth： how to ensure that company growth proceeds at the optimum rate
34. Time Management： how to manage a heavy workload effectively
35. Health and Safety： the importance to a company of having a Health and Safety policy
