首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Read the article below about an innovative strategy in business, and the questions on the opposite page. For each question(1
Read the article below about an innovative strategy in business, and the questions on the opposite page. For each question(1
admin
2015-04-23
46
问题
Read the article below about an innovative strategy in business, and the questions on the opposite page.
For each question(13-18), mark one letter(A,B,C or D)on your Answer Sheet.
Innovation Through Co-creation: Consumers Can Be Creative
A new trend in business and product development is "co-creation". By its very name it implies collaboration between the company and some other entities. In this case it is the consumer who partners in the creation of value. The term "co-creation" is not new, however, but is now receiving more attention—driven largely through the increasing use of the Internet and social media websites—as companies endeavor to differentiate themselves from the competition.
As management teams drive growth through value creation they are investing heavily in greater product variety through brand or product extensions, in addition to enhancing the ever-increasing brand touch-points. All this is done to produce stronger brand connections. Paradoxically, as this is a common theme across numerous industries, it is resulting in many brands becoming less able to differentiate themselves from their competition. Why is this?
In the past, the process of value creation was driven almost exclusively within the business. Many business writers have covered this topic, Professors Michael Porter, Peter Drucker and Philip Kottler being among some of the most well-known. The presumption has been that product design and production, the creation of marketing messages and the control of sales channels, could be performed in-house with minimal consumer input. The role of the consumer was seen solely at the end-of-line points of consumer interaction, not during the process of value creation. After all, "... consumers aren’t creative!" is a widely-held belief and often stated comment.
Secondly, consumer value has been generally defined as the difference between the perceived benefits of the product or service, and the costs of that product or service. This broad definition is singularly unhelpful to managers as they try to come to terms with how value is actually created. Despite the defining words of Austrian-Hungarian economist and Harvard University lecturer Joseph Schumpeter in the 1950s—"One does not make a difference unless it is a difference in people’s lives"—management has struggled to come to terms with the exact role of the consumer in best delivering this " making a difference".
Even though there is growing acceptance that co-creation may change the way companies view the role of the consumer in the creation of value, much remains unknown about how customers actually engage in co-creation. One of the reasons for this is that co-creation can be interpreted in a number of different ways. IKEA, the Swedish multinational furniture retailer, embraces co-creation at its basic level by having its customers provide their own assembly operation. IKEA benefits by high turnover of products, the consumer benefits from lower costs. Boeing, the aircraft manufacturer, has used both customers(the airlines to whom they sell their planes)and consumers(frequent flyers)in the design of their aircraft.
In addition to conventional methods of value creation, many companies are starting to adopt the use of social media websites and the blogosphere to develop co-creative initiatives. However, it’s one thing for consumers to voice their views and opinions on social and corporate websites, but for a true co-creation process to work effectively the customer needs to be placed explicitly at the same level of importance as the company, and the process starts with access and transparency.
Which of the following statements is CORRECT about the process of value creation in the past?
选项
A、Only the experts in the industry were able to fulfill the task.
B、It was not well recognised by the renowned business writers.
C、It was well protected as the business secret by the company.
D、Consumers were not able to take part in the process.
答案
D
解析
题目意为:“关于以前的价值创新过程说法正确的是哪一项?”由题干中的in the past将答案锁定在第三段,文中提到In the past,the process of value creation was drivenalmost exclusively within the business.以及The role of the consumer was seen solelyat the end-of-line points of consumer interaction,not during the process of valuecreation.由此可以推断,在过去,价值创造的过程几乎是商业内部的事情,顾客无法参与其中。exclusively意为“仅仅,独占地”,故D项(消费者不能参与其中)为答案。
转载请注明原文地址:https://kaotiyun.com/show/DvoO777K
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
•Therearethirtyquestionsonthisquestionpaper.•Instructionsaregivenonthetape.•YoucanwriteonthisQuestionPape
•YouwillheartwopeoplediscussingPointofPurchasing(POP)projects.•Foreachquestion23-30markoneletter(A,BorC)fo
•YouwillhearajobapplicanttalkingtothePersonnelManagerofachainofstores.•Foreachsentence23-30,markonelett
•Youwillhearfivespeakerstalkingaboutbusinesstrips.•Foreachrecording,choosethereasonthespeakergivesforthetr
•Lookatthenotebelow.•Youwillhearamantelephoningaboutsomeproblemswithanorder.MrMossfrom(9)Divisionrang.H
•Lookattheformbelow.•Youwillhearpeopleintroducingeachother.(5)______andMissSong,themarketingmanagerof
YouwillhearapartofaspeechabouttheAsiancrisis.Choosethebestanswerforeachofthequestions(23—30).Markonele
YouwillheararadioreportertalkingaboutdifficultiesfacedbythenewChiefExecutiveofHealthwayplc,achainofhealtha
YouwillheararadioreportertalkingaboutdifficultiesfacedbythenewChiefExecutiveofHealthwayplc,achainofhealtha
YouwillheararadiointerviewwithBrianWilliams,amanagementexpert.Foreachquestion(23-30),markoneletter(A,BorC)fo
随机试题
在自然保护区的()内,不得建设污染环境、破坏资源或者景观的生产设施;建设其他项目,其污染物排放不得超过国家和地方规定的污染物排放标准。
直肠癌的最初症状是
患者,男,67岁,患慢性支气管炎并发阻塞性肺气肿15年,近日因受凉病情加重,发热,咳浓痰,严重呼吸困难,明显发绀,出现嗜睡。患者此次发病的诱因主要是()
物理消毒灭菌法中,效果最可靠的是
公司的律师向外方出任的法定代表解释中国票据法关于汇票和支票的规定,下列表述正确的是:()
离婚时,一方隐藏、转移、变卖、毁损夫妻共同财产,或伪造债务企图侵占另一方财产的,分割夫妻共同财产时,()。
某股份有限公司的下列做法中,违背可比性会计信息质量要求的有()。
某运输公司有12名驾驶员和19名工人,有8辆载重量为10吨的甲型卡车和7辆载重量为6吨的乙型卡车,某天需送往A地至少72吨的货物,派用的每辆车需满载且只运送一次,派用的每辆甲型卡车需配2名工人,运送一次可得利润450元;派用的每辆乙型卡车需配1名工人,运送
WhatdoWeknowaboutNewtownfromthepassage?Whydidfilepeoplekilltherats?
Godownthestreetandtakethethirdturning______theleft.
最新回复
(
0
)