2. 外语
  3. 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 t

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 t

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问题     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. WHAT IS IMPORTANT WHEN...?
  DEVELOPING AN ADVERTISING PROGRAM
  —COST
  —EFFECTIVENESS
B. WHAT IS IMPORTANT WHEN...?
  DEVELOPING A PROMOTION PROGRAM FOR A NEW PRODUCT
  —TARGET AUDIENCE
  —BUDGET
C. WHAT IS IMPORTANT WHEN...?
  CHOOSING A BUSINESS PATNER
  —POPULARITY
  —CAPITAL
选项
答案Interlocutor: —I’m going to give each of you a choice of 3 topics. I’d like you to choose one of the topics and give a short presentation on it for about a minute. You will have about a minute to prepare Jot this and you can make notes if you wish while you prepare. After you have finished your talk, your partner twill ask you a question. —All right ? Here are your topics. [Interlocutor hands each candidate a different topic card, and some paper and a pencil for notes] Interlocutor: —Choose one of the topics to talk about. You can make notes. [1 minute’s preparation time. Both candidates prepare their talks at the same time, separately.] Interlocutor: —All right now. Candidate Two, which topic have you chosen, A, B or C? Would you like to talk about what you think is important when developing an advertising program? [Candidate Two talks] To develop an advertising program involves many aspects. Cost for advertisement should be taken into consideration. As for our company, TV is an excellent medium. Commercial television is an effective medium for advertising. Another factor which is of the same importance is effectiveness. Many media are available now, such as TV, radio, newspapers and magazines. After a careful comparison, we can come to a natural conclusion, that is, more money should be put into commercial television which is the most effective method to arouse customers’ interest to purchase our products after their familiarity with our products. All in all, cost and effectiveness are the major factors when developing an advertising program. Interlocutor: —Thank you. Now, Candidate One, please ask Candidate Two your question about his/her talk. [Candidate One asks question.] How many ways do you have to control costs of advertisement? Candidate Two: It can be controlled by two ways. The first way is to choose the most economically-efficient media, such as TV slots or newspapers. The second way is to ensure that the quantity of advertisement is appropriate, with no space for waste. Interlocutor: —Thank you. All right. Now, Candidate One, which topic have you chosen, A, B or C? Would you like to talk about what you think is important when developing a promotion program for a product? [Candidate One talks] To develop a promotion program for a product involves many aspects. Each of them requires planning. Firstly, the target audience of the program must be identified, because different types of audiences simply applies to different ways of promotion. As for the product itself, characteristics as well as the brand image should be considered. Secondly, a specific communication objective must be established. This helps to find effective ways to arouse customers’ awareness of the new product. Also, here comes to the question of budget, which should be taken into fully consideration as well. We should make sure that the expenditure of the program is within our advertising budget. Interlocutor: —Thank you. Thank you. Now, Candidate Two, please ask Candidate One your question about his/her talk. [Candidate Two asks question.] Do you support that advertisement is the best way in promoting sales? Candidate One; It cannot be denied that advertisement is a very effective way of sales promotion, but I don’t think it is the only way to do this. Cutting prices, for example, sometimes generates the same results as advertisement does. And that’s a more direct way, and that is money-saving. Interlocutor: —Thank you [Materials are collected.]
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