2. 外语
  3. Write an answer to one of the questions 2—4 in this part. Write 200—250 words on the separate answer paper provided. Question 2

Write an answer to one of the questions 2—4 in this part. Write 200—250 words on the separate answer paper provided. Question 2

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问题 Write an answer to one of the questions 2—4 in this part.
Write 200—250 words on the separate answer paper provided.
Question 2
Your company, originally concentrating on the native British market, is considering to globalize the brand "Border" Wellington boots. Continental European market is initially under consideration now. You are asked to submit a proposal after an examination on suitability of your "Borders" brand for successful globalization and the Continental European market, which will be discussed in the coming conference.
Write your proposal, including the following:
introduction of your examination
analysis on the possibility of globalization in different aspects
conclusion and suggestion
Question 3
Your department recently moved to a new building, you are not satisfied with the way the removal company dealt with the move of your furniture and equipment and have decided to write a letter of complaint to the removal company about it.
Write the letter to the removal company, including the following information:
details of the move and what was moved
what was unsatisfactory
what you had expected from the company
what you expect to happen now
Question 4
The international organization you work for is considering the possibility of producing a promotional brochure to publicize the company abroad. The Managing Director has asked you to write a contribution for this brochure.
Write your proposal for the Managing Director, including the following information:
possible contents of the brochure
ways to make it attractive
benefits the brochure could have for the company
选项
答案This report sets out to examine the suitability of our "Borders" brand for successful globalization; the initial market under consideration is Continental Europe. For the purpose of this report, we will be considering three aspects of the brand. Namely our logo, the ’Borders’ concept and finally, the product itself, "Borders" Wellington boots. The following points summaries our key findings. 1. It was found that our existing logo, a pair of Wellington boots encircled by the word ’borders’, is visual enough to be used in market where English is not widely spoken. 2. Attitudes to outerwear differ throughout Europe and our boots are likely to appeal to different market sectors different countries. This has serious implications for the benefits we wish to publicize. Although Danish farmers would be unlikely to purchase such a high quality product, farmers in some countries would be unlikely to choose a British brand over a domestic product. 3. However, the very Brutishness of the product would appeal to the style-conscious elements of the French and Italian markets, summoning up image of the English upper classes and Country houses. 4.Our current product is multi-purpose and as such would not need adapting to suit different sectors of the Europe market. It was agreed that although the present logo and product are suitable for globalization, the ’Borders’ concept would need to be adapted for different markets. We recommend that further studies be carried out into the marketing strategies best suites to different Europe regions.
解析
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