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 product life cycles and the questions on tile opposite page. •For each question (13-18), mark one
•Read the article below about product life cycles and the questions on tile opposite page. •For each question (13-18), mark one
admin
2014-03-03
68
问题
•Read the article below about product life cycles and the questions on tile opposite page.
•For each question (13-18), mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose.
Sales Strategies .Vary with Product Life Cycles
One of the most important concepts in sales management and marketing is that of tile product life cycle. This is a historical record of the life of a product, showing the stage in its life the product has reached at a particular time. By identifying the stage that a product is in or may be heading towards, companies can formulate better marketing plans. All products have ’lives’ in as much as they are created, sell with varying profitability over a period of time, and then become obsolete and are replaced or simply no longer produced. A product’s sales position and profitability can be expected to fluctuate over time and so, at each successive stage in the product’s cycle, it is necessary to adopt different tactics.
The two main features of the product life cycle are unit sales and unit profit. The unit sales figures usually jump on introduction, as a response to heavy advertising and promotion, as customers buy the product experimentally. This is generally followed by a leveling off while it is evaluated -- the length of this period depending on the use to which the product is put. Then, unit sales rise steadily through the growth phase to the maturity phase, when the product is widely accepted, and so on to saturation level. By this time, competitors will have entered the market with their own version and, from this point, the sales team will have to work even harder to win all additional sales. Eventually, the product’s sales decline as better versions enter the market and competition becomes too strong.
In retrospect, most firms know what happened to their products from launch to withdrawal. They can compile this information from the records of unit sales.
Unfortunately, unit sales are not the complete story as it is unit profit that is the decisive factor, although this is not always recorded accurately. It is this figure that sales management has to monitor, though, to ensure an effective marketing strategy and to produce effective profits.
At launch, the product is costed accurately on the basis of production costs plus selling costs. Initially these remain fairly stable, but, when the product is proving successful, competitors will bring out their own ’copy-cat’ products. With a competitor in the field, the original firm has to respond in order to maintain its market position. It can run special sales promotions, improve deliveries, make more frequent sales calls and so on. Often the extra expenditure is not accurately charged to the product and the result is that, long before unit sales are noticeably falling, the unit profit has already fallen.
The product life cycle, then, presents a picture of what happened in the product’s ’lifetime’, so how can this be used as all ongoing aid to management decision- making? Every sales manager has a chart on which the progress of sales is plotted and this can be used as a guide to the stage of development each product is currently in. An essential management skill is being able to interpret sales results and draw in the stages as they occur. Deciding where each stage begins and ends can be a random exercise, though usually the stages are based on where the rate of sales growth or decline becomes pronounced.
What does the writer say about the charts that show sales progress?
选项
A、It is a matter of judgment where one sales phase finishes and another begins.
B、Managers should review policy when a sharp fall in sales is indicated.
C、It is difficult to see how sales charts can provide a sufficient guidance to managers.
D、Managers should get confirmation of the data they plot on the sales charts.
答案
A
解析
转载请注明原文地址:https://kaotiyun.com/show/EgoO777K
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
—Youwillhearatalkpresentedbyareporterabouthigh-techmarketintheworld.—Foreachquestion23—30markoneletter(A,B
YouwillhearanewsreporterAismakingphoneinterviewwithBconcerningthisintrapreneurship.Nameofthecompany:(1)
Forquestions18-22,choosetheopinionorintentionexpressedWriteoneletter(A-H)nexttothenumberoftherecording.Donot
Forquestions13-17,choosethepersonwhoisspeaking.Writeoneletter(A-H)nexttothenumberoftherecording.Donot
Youwillhearanotherfivequestions.Foreachquestiondecidehowmuchistheamountthespeakeristalkingabout.Writeonele
•YouwillhearajobapplicanttalkingtothePersonnelManagerofachainofstores.•Foreachsentence23-30,markonelett
Whichofthefollowingstatementsistrue?
Youwillhearfivestatementsinwhichpeopletalkabouttheiropinionsonbusinessmeetings.Foreachrecording,decideeac
Youwillhearfivestatementsinwhichpeopletalkabouttheiropinionsonbusinessmeetings.Foreachrecording,decideeac
随机试题
有关心力贮备的说法,错误的是()。
在《世界上最漂亮的溺死者》中最先发现尸体的是()
麦克卢汉将印刷文化时代称为人类社会的
下列哪项概括腹部包含的内容最合适()
领导生命周期理论认为,最有效的领导风格应随着
药物的血浆半衰期表示
甲的汇票遗失,向法院申请公示催告。公告期满后无人申报权利。甲申请法院作出了除权判决。后乙主张对该票据享有票据权利,只是因为发生意外事件导致未能在判决前向法院申报权利。关于乙的权利,下列说法中错误的有:()
某防爆通风系统,风管用1.8mm厚铝板制作,其连接方式应为( )。
助理理财规划师处于谨慎的考虑,主要对客户经常性收入部分的未来变化情况进行预测。由于经常性收入项目多半有其固定的预测基础,助理理财规划师的工作重点是确定各种变化比率,以下选项中()不属于助理理财规划师需要考虑的变化比率。
实体之间的联系可以归结为一对一的联系。一对多的联系与多对多的联系。如果一个学校有许多学生,而—个学生只归属于一个学校,则实体集学校与实体集学生之间的联系属于【】的联系。
最新回复
(
0
)