2. 职称英语
  3. You will now read a short passage and then listen to a talk on the same academic

You will now read a short passage and then listen to a talk on the same academic

游客2024-01-02  9
问题 You will now read a short passage and then listen to a talk on the same academic topic. You will then be asked a question about them. After you hear the question, you will have 30 seconds to prepare your response and 60 seconds to speak.
Fighter Brand
The term "fighter brand" refers to a marketing strategy typically employed by large companies. A fighter brand is a lower-priced article designed to undersell the firm’s competitors. The strategy is generally used when the competitor is already underselling the company’s main brand. Since the company is in danger of losing market shares, the fighter brand is designed to win back the loss in sales (albeit with a lower-profit product.) In the best-case outcome, the company not only retains market shares but also opens up a previously untapped lower-income market.
Now hear a talk on the same subject.
Question: Using information from the reading and the lecture, explain how the lecture is related to the reading passage.
OK, I think the basic idea here is pretty clear. It’s something we see every day, but may not realize we’re seeing. Let’s take an example, OK? We all know Canon cameras, don’t we? Say that Canon is making a great style of digital camera. Good quality, good reputation. So they’re really cleaning up. Then a smaller company decides to get in on the act. They start producing a similar camera but, they do it more cheaply. So Canon’s sales start slipping. What can they do?
That’s right. They introduce a fighter brand. An even cheaper camera that is of good quality. Well everyone knows Canon is a great camera, so people start buying the new and cheaper one produced by Canon because of its name and the company’s reputation. If all goes well for Canon, the small company now loses sales and may be driven out of the market.
选项
答案 The reading passage offers a general discussion of the "fighter brand" strategy in business. That strategy briefly involves a large company introducing a lower-priced brand of its product to undercut its competitors of some smaller companies that also sell lower-priced goods for market shares.
The professor in the lecture explains this concept by giving an example of the camera companies.
Canon is a big enterprise and produces a type of digital camera that wins a good reputation among customers. Then a small company produces cheaper cameras in order to gain some market shares since most customers think it is a good deal. In order to occupy the market, Canon produces a second line brand camera with lower prices and good quality. Then the customers buy the camera produced by Canon because of its reputation. In this way, Canon undercuts its competitor, and the small company stops producing the camera.
解析   Fighter Brand战斗型品牌。即a lower-priced article designed to undersell the firm’s competitors．The strategy is generally used when the competitor is already underselling the company’s main brand．将标题跟定义带入模版，即是对文章的复述，即：The reading passage offers a general discussion of the“fighter brand”strategy in business．That strategy briefly involves a large company introducing a lower-priced brand of its product to undercut its competitors of some smaller companies that also sell lower-priced goods for market shares．
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