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
•Read the article below about marketing management. •For questions 18—20, mark one letter (A, B, C, D) on your answer sheat for
•Read the article below about marketing management. •For questions 18—20, mark one letter (A, B, C, D) on your answer sheat for
admin
2013-01-13
26
问题
•Read the article below about marketing management.
•For questions 18—20, mark one letter (A, B, C, D) on your answer sheat for the ansuer you choose.
Marketing Management
Playboy’s principal distritution channel until 1979 was a network of approximately 450 nonproprietary retail outlets throughout the United States, many of which also sold other brands of men’s premium shoes. Play boy’s shoes were sold wholesale to retailers at approximately 50 percent of the suggested retail price. Price increases usually were announced in February or August. The company did not offer its retail accounts quantity discounts.
Because producing high-quality men’s dress shoes demanded highly skilled labor and specialized facilities, Playboy’s entire product life had been manufactured at the company’s facility in Lynn, Massachusetts, through our most of the company’s history. As consumer preferences changed and fashion became more important in men’s shoes during the 1970s, Playboy began contracting with outside manufacturers to produce casual shoes that matched Playboy’s quality and feature specifications yet could extend the brand’s franchise to a younger age group. Playboy’s executives labeled these styles "outside" shoes, while those manufactured at the Lynn plant were called "inside" shoes, in 1985, the average prices the retailer paid Playboy for pair of inside shoes was $52 and, for a pair of outside shoes, $34. Variable manufacturing costs per pair of inside shoes were $40. The average cost of a pair of outside shoes to Playboy was $28.
Playboy sold approximately 160 inside shoe styles and 56 styles made by outside mahufacturers, Since there were 80 sizes to each style, Playboy’ total SKUs numbered around 17,280, and it carried an inventory in stock of over 64,000 pairs, Both internal and external production schedules for each style were set in advance, based on sales projections. Playboy rarely did "makeup" (styles not included in its regular product line, manufactured to the specification of a retailer) for a particular retail account.
Each of Playboy’s 16 salespeople was assigned a geographic territory and was responsible for retailer sales and service with the area. Salespeople also were expected to perform "previews" at the beginning of fail and spring seasons as a method of increasing both consumer and trade sales, Previews consisted of a sales presentation at retail store, where the Playboy salesperson would display and explain the company’s entire line to store customers. During the preview, the customer was offered a price promotion of $10 off any pair of Playboy shoes. The retailer was responsible for absorbing the cost of the promotion, while the cost of advertising placed to stimulate retail traffic during the preview was shared between Playboy and the retailer. The Playboy sales person would spend time with the retailer’s salespeople and customers describing the quality and comfort of Playboy shoes. Company management believed that consumers were likely to "trade up" to a higher-priced brand if they understood the features and benefits of premium shoes. The managers believed that retail sales people often missed sales opportunities by assuming that casually dressed customers would not buy expensive high-quality shoes, and one of Playboy’s goals was to have retail salespeople try a pair of Playboy shoes on every customer. For some Playboy retail accounts, close to 30 percent of annual sales were made during the fall and spring previews.
Playboy management tracked the sales of every shoe style. If sales of a particular style slowed, management might elect to replace only the middle sizes, ensuring that Playboy would end up with the most popular sizes of a style before the style was terminated or "closed out". Established retail accounts had the option of purchasing close-outs at a 30 percent discount from the regular wholesale price. A list of close-outs was sent to retail accounts twice each year. Retailers would often try to sell these styles at full retail price to increase their unit margins, then mark them down, as necessary. Close-outs accounted for unit sales of 5,500 to 6,500 pairs of Playboy shoes per year..
the duty of the 16 salespeople sent by Playboy was to be ______.
选项
A、retailer sales and service with the area
B、retailer sales and service with the area and performing "preview"
C、displaying and explaining the company’s entire line to store customers
D、absorbing the cost of the promotion
答案
B
解析
此文章每篇都对应一个问题。对于本题来说,从文章第四段前两句可看出销售人员的职责应为B选项的三项责任。
转载请注明原文地址:https://jikaoti.com/ti/nnTYFFFM
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
Readthisarticleaboutmanagementbuyouts.Choosethebestsentencefromtheoppositepagetofilleachofthegaps.For
Readthisarticleaboutmanagementbuyouts.Choosethebestsentencefromtheoppositepagetofilleachofthegaps.For
Lookatthestatementsbelowandthefiveextractsfromanarticleabout’offshoring’,theshiftofservicejobstoothercountr
Lookatthestatementsbelowandthefiveextractsfromanarticleabout’offshoring’,theshiftofservicejobstoothercountr
Readthetextbelowabouttipsonbusinessnegotiation.Inmostofthelines(41-52)thereisoneextraword.Iteitherisgra
A.thebusinessofthecompanyB.theprincipleofthecompanyC.theproductionofthecompanyD.thescaleofthecomp
YouwillhearashortmonologurtalkingaboutwhycarsaresopopularinAmerica.Foreachquestion(23-30),markoneletter(A,
GOODMANRINGUniversalMoversOurref:UM/2/A21stAugust,
GOODMANRINGUniversalMoversOurref:UM/2/A21stAugust,
GOODMANRINGUniversalMoversOurref:UM/2/A21stAugust,
随机试题
劳动关系
A.角色期望B.镜像自我C.自我概念D.角色采择E.角色失调个体在角色扮演中产生矛盾、障碍,甚至遭遇失效,称为
将法律事实分为行为和事件的依据是()。
防火墙的设置应符合现行国家工程建设消防技术标准的要求,甲、乙类厂房和甲、乙、丙类仓库用于防火分区分隔的防火墙耐火极限要保持不低于()
单位内部会计监督的对象是()。
单层工业厂房,经常采用的结构是排架结构,排架由屋架、柱、基础组成,柱间和屋架间设置支撑,保证厂房纵向刚度,排架结构的特点是()。
下列有关证券登记的说法正确的有()。
物业服务合同是整个物业管理关系的核心。虽然《物业管理条例》在很大程度上规范了物业行业和物业服务活动,但要防止和减少物业管理纠纷,最好的方法就是在物业服务合同中尽可能全面、详细地对各项事物做事先约定,然后由双方当事人善意、诚信地履行合同。问题
Whydoescreamgobadfasterthanbutter?Someresearchersthinktheyhavetheanswer,anditcomesdowntothestructureofthe
Inmoderntimes,severalpeople______(在那瀑布上走过,他们大多数是有意的).
最新回复
(
0
)