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
102
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
(FREE) CD; CALCULATOR
解析
转载请注明原文地址:https://kaotiyun.com/show/WWOd777K
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
Whatistheman’sbusiness?
Whattypeofbusinessdoesthemanhave?
Whatbusinessismentioned?
Whatdoesthemansayabouthisbusiness?
A、 B、 C、 D、 BThespeakerisaddressingthegroup.Choice(A)isincorrectbecausetheaudienceislis
Whenisthedateoftheconference?
Whenisthedateoftheconference?
Lookatthegraphic.Whatcolorpaintwillthewomanmostlikelychoose?
Theinterlocutorasksyouquestionsonanumberofwork-relatedandnonwork-relatedsubjects.(Thecandidatechoosesonetop
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
随机试题
某饮料生产企业拟购买某食品研究所的一项最新饮料添加剂专利技术,该专利的经济寿命为5年,经过预测分析表明,使用该添加剂专利技术后,该饮料生产企业的产品年销售量将提高10%,产品的销售价格将提高5%,生产及销售成本节约2%。该企业目前的产品年销售量为100万吨
有季相变化的群落是
男,9岁。手掌着地跌伤,右肘肿痛,功能受限24小时,查:右肘关节及前臂明显肿胀,压痛,半屈位畸形,手部皮肤苍白,发凉,麻木,桡动脉搏动微弱,测前臂组织压为55mmHg(7.3kPa)。X线检查:肱骨髁上骨折。下列术后护理中不正确的是
患者,女,43岁。咳嗽伴有发热半个月余。查体:左肺可闻及湿啰音,肝、脾未及。胸部增强CT如图所示。最可能的诊断是l.肺癌2.肺腺瘤3.肺转移瘤4.结核球5.错构瘤6.肺脓肿
甲状腺功能亢进临床表现主要是
一般资料:男,21岁,未婚,大学生。下面是心理咨询师与求助者的会谈对话:心理咨询师:您好,请坐。我很希望知道,我能为您提供什么帮助?求助者:我最近总是失眠,而且不想吃东西,也不想做事。我很烦恼,你能帮助我吗?心理咨询
Acontroversyeruptedinthescientificcommunityinearly1998overtheuseofDNA(deoxyribonucleicacid)fingerprintingincr
假设某个表单中有一个复选框(CheckBox1)和一个命令按钮Command1,如果要在Command1的Click事件代码中取得复选框的值,以判断该复选框是否被用户选择,正确的表达式是
Aschildrengetolder,self-disciplineshouldtaketheplaceofimposeddiscipline.Constrainsbecomeinternalizedandchildren
Wehearthattheywill______anewschoolhere.
最新回复
(
0
)