剑桥商务英语中级考试真题.pdfVIP

博学之，审问之，慎思之，明辨之，笃行之。——《礼记》

剑桥商务英语中级考试真题

BEC真题一

THEARTOF__ION

Letmesendyouourbrochureisprobablythemostcommonlyused

phraseinbusiness.Butalltoooften,itcanspelltheendofacustomer

enquirybecausemanybrochuresappeartobeproducednottoclarifyand

toexcitebuttoconfuse.Sowhatgoeswrongandhowcanitbeputright?

Toooften,businessesfailtoaskthemselvescriticalquestionslike,Whowill

thebrochurebesentto?Whatdowewanttoachievewithit?Thetruth

isthatabrochurehasusuallybeenproducedfornootherreasonthanthat

thecompetitionhasone.

However,withalittleresearch,itoftentranspiresthatwhattheclient

wantsisamixture:partmailshot,partglossycorporatebrochureandpart

productcatalogue-acombinationrarelyfound.Havingsaidthat,the

budgetislikelytobefinite.Theremaynotbeenoughmoneytomeetall

threemarketingneeds,sothefirsttaskistoplanthebrochure,takinginto

accountthemostsignificantofthese.Theotherrequirementswillhaveto

bemetinadifferentway.Afterall,introducingthecompanysproduct

rangetonewcustomersbymailisadifferenttaskfromsellinganew

seasonscollectiontoexistingcustomers.

博学之，审问之，慎思之，明辨之，笃行之。——《礼记》

Thesecondtaskistogetthecontentright.In95percentofcases,a

companywillhireadesignertooverseethelayout,sothefinalproduct

looksstylish,interestingandprofessional;buttheydontgetacopywriter

orsomeonewiththerightexpertisetoproducethetext,oratleasttidyit

up-andthisshows.Abiggerfailingistoproduceabrochurethatisnot

customerfocused.Yourbrochureshouldcoverareasofinteresttothe

customer,concentratingonthebenefitsofbuyingfromyou.

Instead,thousandsofbrochuresstartwithahistory