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  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

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

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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...?
Dealing with the talent drain
    Promotion opportunities
    Bonuses
B: What is important when...?
Deciding whether to raise price
    Strength of brand
    Market condition
C: What is important when... ?
Determining a pricing strategy
    Positioning in the market
    Market research
选项
答案If you choose topic A: What is important when dealing with the talent drain? Nowadays, many enterprises and companies are faced with the problem of talent drain. Although the reasons behind talent drain are complicated, we can always take some measures to establish an intimate relationship between company and staff. First of all, we should provide promotion opportunities to staff and let them believe their hard work will be paid. The talents are enterprises’ precious asset and they have ambitions to move upward. A good enterprise should help the staff advance steadily. Bonus is also a means of retaining and inspiring talents. Everyone wants his work to be recognised. Enterprises should reward employees with bonus and prizes in the light of their contribution. Furthermore, the enterprises mustn’t neglect the professional development of their staff. Employees sometimes pay more attention to it rather than a pay rise. Money alone cannot retain talents, because staff needs to update themselves continuously to meet challenges. Last but not least, enterprises should emphasise the affective interaction with staff. Enterprises must find ways to create a harmonious atmosphere and strengthen employees’ sense of belonging. If you choose topic B: What Is important when deciding whether to raise price? Raising the price of a product is a serious decision and we have to take many factors into consideration before we finally reach a conclusion. First of all, the strength of brand is crucial in pricing strategy. Brand is not built up overnight: however, it takes a long road for an enterprise to establish its reputation and enterprise image. The power of brand affects the prices. A good brand is the lifeline of its products and worth a lot of money. Consumers worship those big brands such as Apple, LV, Samsung and BMW, regardless of the real value of their products. Market condition is another factor to be considered. Inflation will definitely devalue the money and a price increase is unavoidable. However, price increase in a depressed and inactive market will seem to be inappropriate. Market, as well as the relationship between supply and demand, decides the price. If the product is rare and has no substitute, you can charge higher. Finally, cost and quality are important in pricing a product. People want to have profits, so the rising cost will bring a price increase. A healthy business will steadily raise prices to provide space for its further development, but the enterprise can hold regular sales to stimulate the market. Quality is the foothold of enterprises, and people are happy to pay additionally for the quality guarantee. However, without reliable quality, the products will be washed out from the market. If you choose topic C: What is important when determining a pricing strategy? When you are determining a pricing strategy, there are some factors that you need to consider. Positioning comes first. Pricing is a key part of positioning your product in the market. If you’re running a discount store, you’re always going to be trying to keep your prices as low as possible(or at least lower than your competitors). The pricing has to be consistent with the positioning. People really do hold strongly to the idea that you get what you pay for. Secondly, to determine how your pricing affects demand, you should do some market research to find it out, even if it’s informal. Get 10 people to answer a simple questionnaire, or for a larger venture, you should do something more formal, such us hiring a market research firm to do the research for your company. Thirdly, you should calculate the fixed and variable costs associated with your product or service. The "cost of goods" is associated with each item sold or service delivered. The price of your product must enable you to have a profit margin. Last but no least, you have to find out the environmental factors which have legal constraints on pricing. For example, in some cities, parking fees are set at a fixed price by law. Also, you should be aware of the possible actions your competitors might take. These external factors may affect your pricing as well.
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