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
You will hear a Business Studies tutor and a student, Martin, discussing Ralcona, a UK-based soft-drinks company. For each quest
You will hear a Business Studies tutor and a student, Martin, discussing Ralcona, a UK-based soft-drinks company. For each quest
admin
2013-07-20
59
问题
You will hear a Business Studies tutor and a student, Martin, discussing Ralcona, a UK-based soft-drinks company.
For each question(23-30), mark one letter(A, B or C)for the correct answer.
After you have listened once, replay the recording.
Woman: OK, Martin, I asked you to prepare the case study of Ralcona, the soft-drinks manufacturer. Let’s work through the main issues together. Now, I assume you’ve looked at the background? Can you give me a summary?
Man: Erm, yeah, er - well, um, Ralcona are a UK company who had one very famous drink -Jista - which was selling well world-wide. But two years ago, when the new Chairman arrived, he decided to exploit that popularity to expand the product range. Ralcona had introduced Jista into markets in Japan, Australia and several South-East Asian countries. But there’s recently been a slide in sales, despite the fact that Jista is still holding up reasonably well against some stiff competition from other multinationals.
Woman: OK, stop there, because I want to fill you in on the discussions that took place in the planning of this new product range - they were very interesting. Inevitably, the various interested parties in the company all had very different ideas - but they all advocated caution. So, for example, the finance department wanted to test the markets closer to home first, while the marketing team were worried any new drinks would dilute the image of the core brand and so were looking at new names. But across the board, the people at the top favoured launching each product separately at different times to get maximum impact for each product. So that’s what happened. All right, go on . . .
Man: Well, they then had to decide which market to aim for. Did they just replicate other drinks on the market and try to eat into those markets? Should they focus solely on the youth market, which was rapidly expanding? Or should they be daring and go for an older, more sophisticated age group with more expensive products? Riskily, they plumped for the latter. Then, having decided where they were going, the R and D department began developing the products.
Woman: Right, and a key factor here was deciding on the all-important design of the packaging. Now, designers tend to have a track record of success - or not - so the safest option would have been to employ a team of consultants who specialised in this. But, driven by the focus on innovation from the new chairman, they trawled the market for recent graduates, thinking their enthusiasm would make up for their lack of experience. They were also approached by designers from other companies, but thought they’d be too set in their ways. So the industry was waiting eagerly to see what Ralcona had to offer, but at the last minute, the company halted the launch for three months. Why was that?
Man: Um ... an over-worked marketing department had pulled out all the stops to get everything ready. And the retailers, who had been geared up for getting the products in the shops, took a pretty poor view of the decision. But Ralcona’s chairman had heard, correctly, that their main rivals intended to attack the launch with an aggressive promotion, so he intervened at the last minute. Eventually, the delayed launch went ahead, and the new products were brilliantly successful.
Woman: Yes . . . and hoping to exploit this still further, Ralcona did some research into why the products had struck such a chord, expecting to find positive results for their advertising campaign or design. But they were taken aback. Why?
Man: Well, they discovered that the drinks were being drunk as mixers with other products - so much so that sales had almost reached the level of Jista, the core product. So Ralcona had targeted the market accurately, but had failed to see how wide the applications for the products were.
Woman: And this taught Ralcona some valuable lessons that have now put them at the forefront of the industry.
Man: Yes, it seems they have now established a good creative team who constantly come up with new ideas, and the marketing division has rethought its mission and now focuses on getting copious feedback from supermarkets, clubs and cafes to find out what consumers are looking for.
Woman: So other businesses, not just the drinks industry, have looked to Ralcona as a model and as a warning. What were your conclusions?
Man: Their experiences prove what we already know - that successful companies must be prepared to go out on a limb, and finely targeted markets can be more profitable than making products with more general appeal. But what it uniquely demonstrates is that, in any business, you should never assume that you know what’s going on - the consumers have a lot to tell us -but they won’t if they’re not asked, and your products can live or die by getting the right information.
Woman: OK, now can you write all that up for me ... ?
[pause]
Now listen to the recording again.
[pause]
That is the end of Fart Three. You now have ten minutes to transfer your answers to your Answer Sheet.
[pause]
Note: Teacher, stop the recording here and time ten minutes. Remind students when there is one minute remaining.
[pause]
That is the end of the test.
选项
A、Demand for their core product was falling.
B、Their competitors were increasing their market share.
C、They wanted to build on the success of their core product.
答案
C
解析
转载请注明原文地址:https://kaotiyun.com/show/KqOd777K
本试题收录于:
BEC高级听力题库BEC商务英语分类
0
BEC高级听力
BEC商务英语
相关试题推荐
Whataretheytalkingabout?
Whataretheytalkingabout?
Whydoesthespeakerwantemployeestosupporttheproject?
Whatisthespeakermainlytalkingabout?
Whatisthespeakermainlytalkingabout?
Whataretheytalkingabout?
Whataretheydiscussing?
A、 B、 C、 Bprojection是“投射,投影”的意思,但在这里是以“预测”的意思来使用的。附加疑问句与一般疑问句一样,都可以用Yes/No来回答,所以(B)和(C)都有可能成为正确答案。如果知道(B)中的for
A、 B、 C、 A回答以Howmuchtime开始的问句时要有表示时间段的词。所以提到“三周”的(A)是正确答案。(B)是为了将题干中出现的project及其名词形式projection相混淆而设的陷阱。(C)也是
随机试题
背景某工程包括四幢完全相同的砖混住宅楼,以每个单幢为一个施工流水段组织单位工程流水施工。已知:(1)地面±0.00m以下部分有四个施工过程:土方开挖、基础施工、底层预制板安装、回填土,四个施工过程流水节拍均为2周。(2)地上部分有三个施工过程:主体结
案例:李伟是一位冷冻食品厂厂长,该厂专门生产一种高奶油含量的冰淇淋。在过去的四年中,每年销售量都稳步递增,但去年情况发生了变化。到8月份,累计销售量比去年同期下降17%,生产量比所计划的减少了15%,缺勤率比去年高出20%,迟到早退现象也有所增加。李
A、954.B、955.C、1909.D、1955C根据录音中…including954subjectswithchronicobstructivepulmonarydisease(COPD)and955controls可知,总共
4:3:2混合液的组成
不同性质的土应水平分层、分段填筑,分层压实,同一水平层路基的全宽应采用同一种填料,不得混合填筑。每种填料的填筑层压实后的连续厚度不宜小于()。
如果投资者希望以即时的市场价格进行证券交易,就会下达()。
下列关于契税征收管理的说法,正确的有()。
企业从外单位取得的原始凭证遗失且无法取得证明的,应由当事人写明详细情况,由会计机构负责人、会计主管人员和单位负责人批准后,方可代作原始凭证。()
根据《国家赔偿法》的规定,下列各项中可以构成公安刑事赔偿的情形是()。
某研究者将大班幼儿故事创编能力划分为优、良、中、差四个等级进行测量调查,这种测量属于
最新回复
(
0
)