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 part of a talk to a group of business students about the role of free gifts in product promotion. • As you liste
• You will hear part of a talk to a group of business students about the role of free gifts in product promotion. • As you liste
admin
2010-01-31
43
问题
• You will hear part of a talk to a group of business students about the role of free gifts in product promotion.
• As you listen, for questions 1-12, complete the notes, using up to three words or a number.
• After you have listened once, replay the recording.
FREE GIFTS
1. Sue Barnard works as a freelance ______
2. One of her clients produces ______
3. Last week she was working in Wales, at a client’s ______
4. She noticed that Prime magazine was offering a ______ as a gift.
5. The magazine was contained in a ______.
6. The magazine’s marketing policy involved carrying out a ______
7. Rival magazines are offering gifts such as a book, a ______or a ______
8. All the free gifts are being offered in response to increasing ______
9. Magazines can get trapped in what Sue calls a ______
10. Advertising is a more imp ______
11. Free gifts need to reflect the real ______ of the magazine.
12. A gift may increase magazine sales by up to ______
Woman: Hello. My name’s Sue Barnard. I’ve come to talk to you this afternoon about that old marketing perennial, the free gift. I work as a marketing consultant, on a freelance basis, and I thought that I would begin with an anecdote. One of the companies I work with is a major manufacturer of consumer durables, and so I need to keep in touch with the latest campaigns being launched by rival groups, as well as seeing how our own efforts are looking. So I’m a keen reader of weekly magazines.
Although I’m actually based in Manchester, last week I happened to be with some clients at their sales conference, which was being held in Wales. On the way there, waiting at the station, I popped into a newsagents for a browse, to pass the time. The March issue of Prime magazine immediately caught my eye because the cover said ’Free Gift this Issue: Free Diary’. And it puzzled me because I had seen the same issue on sale in Manchester without any gift. Clearly, people in Wales were getting the same magazine, but all packaged up in a special plastic jacket with this gift inside. Why, I wondered, were people in my area losing out?
Well, of course, the answer lies in the marketing policy of the magazine itself. No use giving everyone a freebie because then there’d be no way of gauging how successful it’d been in drumming up extra sales. In other words, it’s a controlled experiment. In this case, flat sales of Prime in Manchester, coupled with strong sales in Wales, would indicate that the gift had done the trick, and this type of strategy is vital for magazines as more and more titles crowd the racks.
Just looking round the newsagents this week, you’ll find one magazine giving away a book worth six ninety-nine, when the magazine itself only costs two ninety-nine. And it doesn’t stop there. One rival is offering a CD, another a calculator. And so it goes on. You know, it really is a ’readers’ market at the moment.
But, I can see you’re asking yourselves, if the gifts are actually far more expensive than the magazines...? Well, clearly, the magazines are facing greater competition and it’s all about offering your reader the best possible value. If your competitor’s got something out, then you don’t want to be seen to be lagging behind. And once you’ve started, in a sense, you’ve got to keep on - you do get locked into a ’circulation war’ where the only way to stay on top seems to be through the free gifts. And remember, it doesn’t matter if the gift costs more than the magazine because the real profits come not from the cover price, but from the advertising revenues. To keep those flowing in, you need good figures, and that’s where the free gifts come in.
And, of course, it can’t be any old gift. An inappropriate choice would do more harm than good. The gift must reinforce the true brand values of the magazine. The specialist titles are particularly good at this. And it’s also a good opportunity for people to sample your magazine; it may bring in new readers. With the right gift, you could even be looking at as much as fifteen per cent uplift on your sales, particularly in the teen market, where pop fashions come and go and it’s very important to encourage reader loyalty.
选项
答案
CONTROLLED EXPERIMENT
解析
转载请注明原文地址:https://kaotiyun.com/show/PWOd777K
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
Howlongistheproductrepairedwithoutbeingcharged?
Whatistheman’sbusiness?
Whatbusinessismentioned?
Whenisthedateoftheconference?
A、 B、 C、 D、 BThepeoplearehavingadiscussion.Choice(A)isincorrectbecausethereisacoffeecup,but
Lookatthegraphic.Whatcolorpaintwillthewomanmostlikelychoose?
Lookatthegraphic.Whichcellphoneplanwillthemanmostlikelychoose?
Inthispart,theinterlocutorasksquestionstoeachofthecandidatesinturn.Youhavetogiveinformationaboutyourselfand
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
(Thecandidatechoosesonetopicandspeaksaboutitforoneminute.)A.Careerdevelopment:theimportanceofacquiringarange
随机试题
按照价格上升的速度,下列不属于通货膨胀类型的是()。
保险公司要求投保人根据其不同的损失,自负一定的责任,即由被保险人承担的损失额为免赔额。根据规定,保险人向被保险人支付为修复保险标的遭受损失所需的费用时,下列对免赔额的叙述说法正确的一项是( )。
注册验资的临时存款账户在现金管理方面只收不付。()
请看下面的教学片段,再回答相应问题.在教学“加法——三位数加两、三位数的进位加法”一课中师:小明做了三道加法的竖式计算,同学们帮他查一查有没有错误.出示在黑板上:师:先仔细地观察一下有没有错误,然后把你发现的问题和
下列犯罪分子中,应当认定为主犯的是()(2012年法学基础课单选第9题)
(2010年上半年)在编制项目管理计划时,项目经理应遵循编制原则和要求,使项目计划符合项目实际管理的需要。以下关于项目管理计划的叙述中,(32)是不正确的。
采用直通交换模式的交换机开始转发数据帧时已经接收到的帧长度是()。
运算符重载时不需要保持的性质是()。
A.selflessB.builtC.complexD.butE.executeF.sustainedG.cheatedH.issuesI.advantagesJ.scholarlyK.tighte
A、Theycanshareitwithothers.B、Theycanbuythingstheywant.C、Theycansaveit.D、All-abovementioned.D
最新回复
(
0
)