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
34
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
15%/FIFTEEN PER CENT
解析
转载请注明原文地址:https://jikaoti.com/ti/mIYsFFFM
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?
Whatistheman’sbusiness?
A、 B、 C、 D、 CThefishareforsale.Choice(A)isincorrectbecausethemanisputtingiceonthefis
Whydoesthemanfeelattendingconferencesisagoodidea?
Whydoesthemanfeelattendingconferencesisagoodidea?
Whatbusinessismentioned?
Wherewilltheconferencebeheld?
NegotiationYourcompanywilldobusinesswithanotherforeigncompany.Sinceitisthefirsttimetodobusinesswiththatc
(Thecandidatechoosesonetopicandspeaksaboutitforoneminute.)A.MarketResearch:theimportanceofdoingmarketresearc
随机试题
工作转速高于一阶临界转速的转子称为( )转子。
Thebusstoppedatthebusstopto______thethreemenwaitingthere.
1994年12月1日下午1时许,××地质学院家属××在挖冬贮菜窖时发现一口大缸,内有一“铜桶”(实际上铅罐),打开桶盖螺丝后,发现桶内有铅和石蜡,石蜡中有一用绳子拴着的“铜棒”(实际上是放射源)。在场人员以为发现了“宝物”,便取出相互传看,有人还用牙齿咬。
女性,28岁,清晨测血压130/70mmHg,脉搏95次/分,判断其甲状腺功能属于
以下权利中属于用益物权的是()。[2003年考题]
在讲解细胞分裂时,演示自制的细胞分裂动感模型说明了直观教具在教学中的哪个作用?()
德国心理学家_______在莱比锡大学建立了世界上第一个心理学实验室,标志着心理学作为一门独立的科学的诞生。
被称为梆子戏,代表剧目有《穆桂英挂帅》《花木兰》《朝阳沟》等的剧种是()。
在窗体上画一个文本框,名称为Text1(可显示多行),然后再画三个命令按钮,名称分别为Command1、Command2和Command3,标题分别为“读数”、“统计”和“存盘”,如图3.136所示。程序的其功能是:单击“读数”按钮,则把考生目录下的in5
雨声渐渐地住了,窗帘后隐隐的透进清光来。推开窗户一看,呀!凉云散了,树叶上的残滴,映着月儿,好似荧光千点,闪闪烁烁的动着。——真没想到苦雨孤灯之后,会有这么一副清美的图画!凭窗站了一会儿,微微地觉得凉意侵人。转过身来,忽然眼花缭乱,屋子里的别的东
最新回复
(
0
)