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
62
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
Whatdoesthemansayabouthisbusiness?
A、 B、 C、 D、 BThepeoplearehavingadiscussion.Choice(A)isincorrectbecausetherearecoffeecup
Whataretheytalkingabout?
Howlongistheproductrepairedwithoutbeingcharged?
Whattypeofbusinessdoesthemanhave?
Whatbusinessismentioned?
Wherewilltheconferencebeheld?
Whenisthedateoftheconference?
NegotiationYourcompanywilldobusinesswithanotherforeigncompany.Sinceitisthefirsttimetodobusinesswiththatc
随机试题
此例可能的诊断该病治疗原则哪项不正确
关于委托指令的分类,说法错误的是()。
案例: 甲曾任乙装修公司(以下简称“乙公司”)经理,2013年3月辞职。5月8日,为获得更多折扣,甲使用其留存的盖有乙公司公章的空白合同书,以乙公司的名义与丙公司订立买卖合同,购买总价15万元的地板,合同约定,6月7日丙公司将地板送至指定地点,乙公司于收
做别人生命中的加号张德芬①你有没有想过,跟人相处的时候,你能为别人的生命带来一点儿什么东西?即使不一定是实质的东西,但可能别人跟你在一起的时候,会觉得很舒服。或是跟你谈一谈心,心结就解
根据下列文字回答126~130题。据初步统计,2004年西部地区(不含西藏,下同),实现地区生产总值27376.33亿元,其中第一产业增加值5325.38亿元,第二产业增加值12175.02亿元,第三产业增加值9875.93亿元。2004年,西部
某单位组织向雅安地震灾区捐款,有33位同事参加该项赈灾捐款,每人的捐款数均为整数。活动监督员在计算平均捐款额的过程中将总捐款数的个位数字和百位数字弄反了,导致平均捐款额比实际结果少了27元。那么这些人捐款的总金额可能为下列哪一项?()
将边长为1的正方体一刀切割为2个多面体.其表面积之和最大为多少?
WhatbroughtaboutthedeclineinthedemandforAmericanfarmproducts?ThechiefconcernoftheAmericangovernmentinthear
Eachcompanyhasmany"publics"whoshouldbeablenotonlytorecognizeitsname【21】______tocorrectlyidentifyitsindustry
Largecompaniesneedawaytoreachthesavingsofthepublicatlarge.Thesameproblem,onasmallerscale,facespractically
最新回复
(
0
)