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  3. Task Sheet for Candidate A Task Sheet 1 A: Marketing research: the importance of research to the company before taking action B

Task Sheet for Candidate A Task Sheet 1 A: Marketing research: the importance of research to the company before taking action B

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问题 Task Sheet for Candidate A
Task Sheet 1
A: Marketing research: the importance of research to the company before taking action
B: Sellirfg Tactics: the ways involved in promoting selling
C: Training across cultures: the importance of learning different cultural responses to management education
Task Sheet for Candidate B
Task Sheet 2
A: Sales promotion: how to measure promotional effectiveness
B: Job interview: how to make a successful interview as a candidate
C: Customer Service: how to build business to customer loyalty
选项
答案Interviewer: Now. I will give each of you three topics. You will have to choose one from them, prepare for it in one minute and talk about it for one minute. OK? Liu Juan, here are your topics. And here are yours, Fan Bin. You can make notes on the paper I gave you during your preparation. (One minute later) All right. Liu Juan, which topic are you going to talk about? Liu Juan: I’d like to talk about A: Marketing Research. Interviewer: OK. You have one minute to talk. Fan Bin and I will listen to you. Fan Bin. after Liu Juan’s talk, you have to ask her a question. Now, Liu Juan, you may start. I’ll stop you at the end of one minute. Liu Juan: Marketing research is very important to a company. As we know, marketing managers should meet the needs of customers. If not, they will be punished severely by market. But some marketing managers are isolated in company offices and far from potential customers. They cannot keep up with all of the changes taking place in their markets. Marketing research can solve this problem. It can get information about potential customers in order to guide marketing decisions. Through marketing research, managers can learn what customers think about and how they behave under some conditions. And defining the problem is the most important in the research process, because the best research job on the wrong problem is a wasted effort. Managers can make decisions and take actions according to research findings, which will help managers make effective marketing strategy planning. Thus company can avoid wasting time and money caused by wrong decisions without research. Interviewer: Thank you. It’s time. Now, Fan Bin, what is the question you’d like to ask Liu Juan? Fan Bin: Liu Juan, could you give us some methods for obtaining information about customers when marketing research is made? Liu Juan: Well, questioning and observing are two basic methods for getting information about customers. Interviewer: OK. Now, Fan Bin, it’s your turn. Which topic have you chosen, please? Fan Bin: Sales promotion. Interviewer: OK. You have one minute to talk. Liu Juan and I will listen to you. Liu Juan, after Fan Bin’s talk, you have to ask him a question. Now, Fan Bin, you may start. I’ll stop you at the end of one minute. Fan Bin: Promotion is a very important activity in business that encourages the purchase of goods and services. It can provide information, stimulate demand and highlight values. A haunting question is how well the program of promotion works. Sometimes we are not sure whether promotion actually caused increased sales. Perhaps there are a lot of variables which have great impact on sales, however, in my opinion, the direct-sales approach is the most desired way to measure promotional effectiveness. And other indirect methods can also be used. Measuring potential customer readership is one way to measure effectiveness of sales promotion. In other words, we should know how many people actually saw the promotion and were aware of it? Researchers can send questionnaires to people to see what they can remember about the advertising program, such as the brand name, the price, and how it is used. Informing and impressing customers with advertisements is a very effective way to sales. Interviewer: Thank you. Time is up. Now, Liu Juan, what is the question you’d like to ask Fan Bin? Liu Juan: You mentioned a lot of variables which affect sales. Could you list some? Fan Bin: Price, competitors’ actions, economic conditions, or change in consumer tastes will influence the sales. Interviewer: Thank you.
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