2. 职称英语
  3. Look at the statements and the materials about marketing disasters below.Which

Look at the statements and the materials about marketing disasters below.Which

游客2025-05-20  36
问题 Look at the statements and the materials about marketing disasters below.
Which story (A, B, C or D) does each statement 1-7 refer to ?
For each sentence, mark one letter (A, B, C or D) on your Answer Sheet.
You will need to use some of the letters more than once.
A
Hoover offered any customer who spent at least ￡ 100 on its products two complimentary flights to Europe and the US. The offer attracted more than double the anticipated applications, leading to the dismissal of three senior managers and a bill for ￡ 19 million.
B
A large computer hardware retailer positioned itself at the bottom end of the market by undercutting all its competitors. To attract customers, it even offered a 0% interest Buy Now, Pay One Year Later deal. People did buy, but unfortunately, serious cash flow problems forced the company into liquidation before customers repaid them.
C
Lever Brothers rushed Persil Power onto the market to coincide with a rival company’s launch of its own new washing powder. Despite millions of pounds spent on research, Persil Power was fatally flawed, having the unfortunate effect of damaging clothes. It was quickly withdrawn and reformulated.
D
’The best has been made even better.’ said the Chairman of Coca-Cola about its decision to change the flavour of Coke for the first time in its 99-year history. However, of the 150 million people who tried the new Coke, nearly two-thirds preferred the original. The company was forced to re-launch the old Coke as Coke Classic three months later.
1 Don’t change something which is already a proven success.
2 Don’t spend more on the promotion than the product.
3 Don’t let competitors dictate your strategy.
4 If things go wrong, change the name.
5 A marketing mistake can put a company out of business.
6 Doing things too quickly can produce disastrous results.
7 Work out the exact cost of a promotional gift. [br]
选项
答案 A
解析  " 拟算出促销礼品的确切成本。" A段中由于忽略了促销成本而导致了损失。应选A。
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