2. 职称英语
  3. You will read a short passage, listen to a talk, and answer a question about

You will read a short passage, listen to a talk, and answer a question about

游客2024-01-02  28
问题     You will read a short passage, listen to a talk, and answer a question about them. After you hear the question, you will have 30 seconds to prepare a, response and 60 seconds to record the response.
    Now read the passage about what experience goods are and how to sell them. You will have 45 seconds to read the passage. Begin reading now.
                                        Experience Goods
    Usually before people buy a product, they already have a good sense of how much they will enjoy it. However, there are some products whose value or usefulness cannot be known until a person has some experience with them. Such products are known as experience goods. Experience goods often cause problems for the companies that sell them because it is hard to convince people to buy something when they are unsure whether they will like it. In order to show people the value of experience goods, companies can give customers free samples or previews so that they can experience a part of the product before they buy it.
    Now listen to part of a lecture on this topic in a marketing class.
    Using the example from the lecture, explain what experience goods are and how companies overcome the difficulties of selling them.
Now listen to part of a lecture on this topic in a marketing class.
    So, let me give you an example of this. Recently a friend of mine started a company that makes educational DVDs for children. You know, a whole series of videos that are fun for the kids, but also teach them some basic reading and language skills. They’re the kind of videos that elementary school teachers would show to their kids in the classroom. Now my friend, she knew that her videos were really good, the best on the market, but teachers weren’t really buying them because well, there was no way for the teachers to know if they were any good. After all, they’d never seen them, right? So, here’s what she decided to do. She sent one DVD, the first one in the series, to several elementary school teachers in the area without charging them anything in return. It was expensive for her to do this of course, but boy! Did it pay off! The teachers who received this first video showed it to their classes. They saw that the students thought the video was fun and more importantly, that they were learning from them. So, once the teachers saw how good the video was, lots of them ordered all the DVDs in the series. She kept offering the free first video to any teacher who wanted one and her DVDs became a success nationwide as more and more teachers heard about and tried them.
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答案     Experience goods are known as the products whose value can’t be felt until customers use or experience them in person. When attempting to sell experience goods, companies will hand out free samples or previews of such products. This enables customers to have some experience with them before buying. The lecturer’s friend, for example, once succeeded in marketing nationwide the educational DVDs for children by using this technique. Before the DVDs series were known in the market, she sent the first one of the series as a sample to several elementary school teachers without charge. These teachers, after finding that their students enjoyed and learned from the first video, ordered the entire set. As she continued to hand out the samples, her videos were famous among an increasing number of educators around the country.
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