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You will listen to part of a lecture and answer a question about it. After you h
You will listen to part of a lecture and answer a question about it. After you h
游客
2024-01-02
6
管理
问题
You will listen to part of a lecture and answer a question about it. After you hear t question, you will have 20 seconds to prepare a response and 60 seconds to record the response.
Now listen to part of a lecture in a marketing class.
Using points and examples from the lecture, explain two ways in which companies emphasize the difference between their products and other similar products.
Now listen to part of a lecture in a marketing class.
Companies often sell products that are similar to products made by other companies, so when they advertise their own products, these companies often try to emphasize the difference between their products and other similar products on the market. This can help convince consumers to buy their products instead of others. So, how does a company do this?
Well, one strategy that a company might use is to emphasize a difference in quality. By emphasizing a difference in quality between its product and other similar ones that have the same function, a company can help convince consumers that its product is the one worth buying. So, for example, a company that makes computer speakers, audio speakers that play music perhaps on your computer, well, because there are so many companies that make computer speakers, and one way this company could advertise would be to emphasize the high quality of its computer speakers: how they make the music sound better than others, that you get a much clearer sound and can really hear all the different instruments.
But sometimes a company’s product has the same quality as its competitors’ products. In this case, the company may talk about special characteristics or features of the product that make it different from others. The company may emphasize how its product has special appeal to consumers with different preferences, so let’s say there’s a company that makes pasta sauce. Well, there are a lot of pasta sauces on the market, so what makes its product different? Maybe it’s extra spicy with hot, flavorful herbs. In advertisements the company could say that its pasta sauce is spicier than others, and so people who like spicy sauce will buy it.
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答案
One strategy often adopted by companies to sell products is to emphasize the difference between their products and those of others. There’re basically two ways to make the distinction. One is to put emphasis on the quality, the other on unique features. For example, a company that manufactures computer speakers can brag about its superior quality, such as a clearer and better sound effect. However, when a product is of the same quality as those sold by its competitors, the company will turn to highlight the special characteristic of it. For example, to advertise a type of pasta sauce, a company can focus on its extra spicy flavor, and therefore distinguishing it from the pasta sauces of other brands. Customers who favor spicy sauces will then be attracted.
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