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 college lecturer talking to a class of business students about a supermarket chain. • As you listen, for quest
• You will hear a college lecturer talking to a class of business students about a supermarket chain. • As you listen, for quest
admin
2014-02-20
78
问题
• You will hear a college lecturer talking to a class of business students about a supermarket chain.
• 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.
WILLIAMS SUPERMARKET CHAIN
1. Initially, Sharon Tucker was Williams’s ______
2. The company’s programme of ______its outlets was unsuccessful.
3. Last six months: 10% increase in ______
4. Tucker decided against policy of______used by rivals.
5. The high-low strategy that Tucker introduced is usually called". ..........................................".
6. Williams calls its special offers the company’s"______".
7. The company delivers ______to homes in the area of the stores.
8. Example of special offer: ______ for half normal price.
9. Difficult to ensure that ______ are adequate to cope with demand.
10. Success of sales strategy is due to planning and the fact that ______is not centralised.
11. Williams is now concentrating on selling______
12. Williams is planning to extend ______ of stores.
Man: Good morning. In today’s class we’ll be comparing two supermarket chains whose futures are looking very different at the moment. First of all, the Williams chain.
Sharon Tucker joined Williams two years ago as Sales Director, taking over as Chief Executive three months later. The company was struggling. Sales growth was fading away, and profits were falling. Its strategy of focusing on redesigning stores was doing nothing to boost sales. In short, Williams had lost its way.
After just one year under Tucker’s leadership, it’s regained its confidence, and with good reason. Sales have been rising for fifteen months, starting almost as soon as she walked in the door. They’re up by five per cent in the last six months, excluding new space, with profits over the same period rising by ten per cent. And the company claims to have attracted a million new customers.
Tucker came from the American chain Hurst’s, and her experience there persuaded her that everyday low pricing, the strategy pursued by that giant and by most of the British supermarket groups, wouldn’t work for a small player like Williams. Its larger rivals could too easily undercut it.
Instead, she decided to use a high-low strategy, which is generally known as loss- leading. The technique’s familiar: cut the price of twenty or so selected items each week. The radical part came in the implementation. Instead of making it a national campaign, which would allow Williams’s rivals to instantly follow its price cuts, the company’s ’best deals’, as they’re called, vary from town to town, and change every week. The company employs five thousand distributors in order that, every week, a third of all the people living in the catchment area of a Williams store receive flyers through their doors, detailing these special offers. The price cuts are dramatic, like forty per cent off breakfast cereals, the same off bars of soap, fifty per cent off soft drinks, and so on. Indeed, many items are sold at below the cost to Williams.
Shoppers seem to love it, as is evident from Williams’s sales. But it’s high risk: sales have to increase by enough to limit the impact on profits, and they have to be able to deliver the goods. That’s harder than it sounds. Some of the products on offer fly out of the door, selling as much in a week as they normally would in a year. Organising adequate stock levels for that, on different products around the country, is a nightmare of logistics. What makes all this feasible, apart from very good planning, is that Williams’s distribution system isn’t centralised, unlike some of the other supermarket chains.
Williams has just passed the first anniversary of its promotional campaign, so it’ll be more and more difficult to keep sales rising. But the company’s working hard to keep the momentum going with a renewed focus on fresh produce, having been tempted in recent years by clothing and electrical goods, which are both in highly competitive sectors. The company has also promised longer opening hours at their stores in order to increase convenience for their customers.
Now let’s compare Williams’s success with one of their suffering rivals...
选项
答案
(EVERY-DAY) LOW PRICING/LOW PRICES
解析
转载请注明原文地址:https://kaotiyun.com/show/daOd777K
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
Whatdoesthespeakerhopethelistenerswilldo?
Whatisthespeakermainlytalkingabout?
Whereisthisconversationtakingplace?
Wheremightthisconversationbeheard?
Whataretheytalkingabout?
Wheremightthisconversationbeheard?
Wheredoesthisconversationtakeplace?
Whatistheconversationmainlyabout?
Whoismostlikelytalking?
随机试题
环境治理是系统工程,提高环境治理水平,需要综合运用()等多种手段。
Beforethestudentssetoff,theyspentmuchtimesettingalimit______theexpensesofthetrip.
A.通过消化道传播B.通过性接触传播C.通过呼吸道传播D.通过节肢动物传播E.通过创伤导致梅毒的感染方式
机电产品国际招标的综合评价法应当对每一项评价内容赋予相应的权重,其中价格权重小计不得低于30%,技术权重小计不得高于()。
下列关于工程项目计划体系的说明,正确的是()。
社会领域的教育具有耳濡目染的特点,所以教师要经常告诉孩子一些社会规则和要求,讲多了,幼儿的社会品质就得到了发展。()
“断食法”在日本、中国台湾等亚洲一些地区比较盛行,这种方法是一日三餐以果汁、菜汤及清水等低卡路里饮食取代固体食物,为期三至十天不等,以求达到排毒、烧脂及瘦身等效果。如果以下各项为真,哪项最不能削弱上述观点?()
知识,不是静止的,知识人总是与他的时代发生千丝万缕的联系。在看似_________的书斋生活的背后,精神世界的丰富图景却使任何“一言以蔽之”的企图成为_________。填入画横线部分最恰当的一项是()。
在执行以下程序时,为了使输出结果为t=4,则给a和b输入的值应当满足的条件是______。a=InputBox(“a=”)b=InputBox(“b=”)s=1t=1Ifa>0Thens=s+1
以下设备组中,完全属于计算机输出设备的一组是()。
最新回复
(
0
)