剑桥商务英语中级模拟38Word格式.docx
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剑桥商务英语中级模拟38Word格式.docx
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A
MarketawarenessoftheMP3hasexplodedandtheretailerwhospecializesinMP3isseeinggrowthlikeneverbefore.Admittedly,somecustomersbuytheirfirstMP3inthesupermarket,butforadvice,add-onsandparticularservicestheyturntothespecialist.TherearealargenumberofMP3retailersandIcan'
thelpbutfeelthemarketonlyhasroomforfourplayers.Undoubtedly,customerserviceisthefactorthatdifferentiatesoperatorsandIthinkthisyearwewillprobablyseerationalizationinthesector.
B
WhenIfirststartedintheindustry,MP3wereretailingatathousandpoundsandwereaslargeasboxfiles.Now,pricesareconstantlybeingdrivendown,becausetheyaregettingmorecompactandalsothereisintensecompetitionbetweentheMP3providers.Thiswillcontinue,andwhileretaildealers'
profitswillbeaffecteddramatically,MP3providerswillhavetogeneratemorerevenuesbyofferingmoreservicestotheMP3user.
C
Overafewyears,priceshavedroppedsharplyandtechnologicaladvanceshavemeantproductshavechanged--andarechanging.Successfulretailersmusttrytokeepontopofthesedevelopmentsandinvestinthetrainingofemployeessotheyareabletoofferimpartialadvicetocustomers.E-commerceistakingoffbutthiswon'
tnecessarilyreplacetraditionalretailoutlets.Inordertostandout,youneedinnovativeideasoncustomerservice.Wedon'
tbelieveincriticizingotherretailers,butthere'
snothingparticularlyexcitingoutthereatpresent.
D
TheMP3businessisbehavingliketheInternetindustryintake-upandthepaceofinnovation,andit'
simportantnottobeleftbehind.Wemustcontinuetoinnovateindeliveringtheproducttothecustomer.Intermsofserviceprovision,youcandrawcomparisonsbetweenusandourclosestrival,butclearlyallthemainMP3retailershavesucceededintakingtheindustryforward.GrowthhasacceleratedrapidlyandtheMP3haschangedfromsimplybeinganentertainingtool,tobeingamultifunctionalgadgetforeveryone.
1、ThereisaneedforretailstafftostayinformedabouttheMP3theyareselling.
2、ThemarketwillnotsustainthepresentnumberofMP3retailers.
3、TheuseofMP3isnolongerrestrictedtoaspecificgroupofpeople.
4、ThereisadramaticchangeinthesizeofMP3.
5、ThereisanegativeviewofcompetingMP3retailers.
6、ThereisacomparisonbetweenchangeintheMP3industryandthatinadifferentsector.
7、ThoseservicesavailableatMP3outletsarenotprovidedbyotherretailers.
PARTTWO
Readthistextaboutbusinesstelephoneetiquette.
ChoosethebestsentencefromAtoGtofilleachoftheblanks.
Foreachblank(8-12),markoneletter(A-G.onyourAnswerSheet.
Donotmarkanylettertwice.
TelephoneEtiquette
ProperTelephoneEtiquetteismoreimportantthaneverintoday'
sbusinessenvironment.Muchofourbusinesscommunicationtakesplaceonthephone:
intheoffice,athome,inthecar,virtuallyanywhere.Inthisarea,properphonetechniquecanmakeorbreakdealsorrelationshipsThefollowingaresomeguidelinestohelpyouusethephoneasapowerfultool.
Firstisthegreeting.Whenansweringthephoneforbusiness,besuretoidentifyyourself(andyourcompany,ifapplicable).
8
Thus,theotherpartydoesnotthinktheyhavereachedawrongnumber.
Useproperphoneetiquettefromthestart.Youwanttobesuretobepolitetothegatekeepersi.e.secretaries,receptionistsetc.thatanswerthephoneforyourbusinesscontacts,astheyaretheoneswhohavethepowertoputyouthrough.Theymaysitoutsidetheoffice,buttheytoohaveinfluenceandpowersoagreetingsuchas"
Goodmorning"
isimportant.
9
Somebusinessrelationships,especiallyinfieldslikesales,startorstallrightatthefrontdesk.
Whenyouhavereachedtheparty,ifyourcallhasbeenexpected,remindthemofthepriorconversationandappointment.Peoplegetbusyandcanseemsurpriseduntilyouremindthemofwheretheyshouldrememberyoufrom.
10
Callingunannouncedismuchlikedroppinginandyoushouldn'
toverstayunlessinvited.Iftheotherpersondoesnothavetime,brieflystatethepurposeofyourcallandaskforanappointmenttofollowupatalatertime.
Haveaphonediary.Keepapencilandpadnearthephoneandjotnotesduringphoneconversations.Thiswillhelpyouactivelylistenandhaveareferenceforlater.
11
Thisletstheotherpersonknowthatyoucareaboutwhattheyhavetosay.Recapattheendofthecall,usingyournotes,andrepeatanyresolutionsorcommitmentsoneithersidetobesureyouarebothonthesamepage.
Endthecallonapositivenotebythankingtheotherpersonfortheirtimeandexpressaninterestinspeakingwiththemagain(ifthatistrue).
12
Agraciousgoodbyeleavesthedooropenforfurthercommunicationandinthisdayofmergersandacquisitionsyouneverknowwithwhomyouwillbedoingbusinesswithinthefuture,soburninganybridges,ortelephonelines,wouldbeunwise.
A.Employactivelisteningnoisessuchas'
yes'
or'
Isee'
great'
.
B.Itwouldalsobewisetolearnandusethenamesofthetopassistants.
C.Ifnot,justletthemknowyouappreciatedthemspeakingwithyouandendthecall.
D.Ifyourcallisnotexpected,unlessitwillbeashortcall,askthepartyiftheyhavethetimeforyou.
E.Remember,donotendthecallabruptly.
F.Ifansweringsomeoneelse'
sline,besuretoincludetheirnameinyourspeaking.
G.Inthisarea,properphonetechniquecanmakeorbreakdealsorrelationships.
PARTTHREE
Readthearticlebelowaboutproductlifecyclesandthequestionsontileoppositepage.
Foreachquestion(13-18),markoneletter(A,B,CorD.onyourAnswerSheetfortheansweryouchoose.
SalesStrategies.VarywithProductLifeCycles
Oneofthemostimportantconceptsinsalesmanagementandmarketingisthatoftileproductlifecycle.Thisisahistoricalrecordofthelifeofaproduct,showingthestageinitslifetheproducthasreachedataparticulartime.Byidentifyingthestagethataproductisinormaybeheadingtowards,companiescanformulatebettermarketingplans.Allproductshave'
lives'
inasmuchastheyarecreated,sellwithvaryingprofitabilityoveraperiodoftime,andthenbecomeobsoleteandarereplacedorsimplynolongerproduced.Aproduct'
ssalespositionandprofitabilitycanbeexpectedtofluctuateovertimeandso,ateachsuccessivestageintheproduct'
scycle,itisnecessarytoadoptdifferenttactics.
Thetwomainfeaturesoftheproductlifecycleareunitsalesandunitprofit.Theunitsalesfiguresusuallyjumponintroduction,asaresponsetoheavyadvertisingandpromotion,ascustomersbuytheproductexperimentally.Thisisgenerallyfollowedbyalevelingoffwhileitisevaluated--thelengthofthisperioddependingontheusetowhichtheproductisput.Then,unitsalesrisesteadilythroughthegrowthphasetothematurityphase,whentheproductiswidelyaccepted,andsoontosaturationlevel.Bythistime,competitorswillhaveenteredthemarketwiththeirownversionand,fromthispoint,thesalesteamwillhavetoworkevenhardertowinalladditionalsales.Eventually,theproduct'
ssalesdeclineasbetterversionsenterthemarketandcompetitionbecomestoostrong.
Inretrospect,mostfirmsknowwhathappenedtotheirproductsfromlaunchtowithdrawal.Theycancompilethisinformationfromtherecordsofunitsales.
Unfortunately,unitsalesarenotthecompletestoryasitisunitprofitthatisthedecisivefactor,althoughthisisnotalwaysrecordedaccurately.Itisthisfigurethatsalesmanagementhastomonitor,though,toensureaneffectivemarketingstrategyandtoproduceeffectiveprofits.
Atlaunch,theproductiscostedaccuratelyonthebasisofproductioncostsplussellingcosts.Initiallytheseremainfairlystable,but,whentheproductisprovingsuccessful,competitorswillbringouttheirown'
copy-cat'
products.Withacompetitorinthefield,theoriginalfirmhastorespondinordertomaintainitsmarketposition.Itcanrunspecialsalespromotions,improvedeliveries,makemorefrequentsalescallsandsoon.Oftentheextraexpenditureisnotaccuratelychargedtotheproductandtheresultisthat,longbeforeunitsalesarenoticeablyfalling,theunitprofithasalreadyfallen.
Theproductlifecycle,then,presentsapictureofwhathappenedintheproduct'
s'
lifetime'
sohowcanthisbeusedasallongoingaidtomanagementdecision-making?
Everysalesmanagerhasachartonwhichtheprogressofsalesisplottedandthiscanbeusedasaguidetothestageofdevelopmenteachproductiscurrentlyin.Anessentialmanagementskillisbeingabletointerpretsalesresultsanddrawinthestagesastheyoccur.Decidingwhereeachstagebeginsandendscanbearandomexercise,thoughusuallythestagesarebasedonwheretherateofsalesgrowthordeclinebecomespronounced.
13、Accordingtothetext,theendofaproduct'
slifecycleismarkedby
A.asharpriseinproductioncosts.
B.theproductbecomingoutdated.
C.anincreaseincustomercomplaints.
D.lesssupportfromsalesmanagement.
14、Whatdoesthewritersayaboutsalesmanagementinthefirstparagraph?
A.Companiesshouldspendmoretimeontheirsalesplanning.
B.Therearemanymanagerswhoneedtoimprovetheir
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