首页
登录
职称英语
• You will hear part of a talk to a group of business students about the role of
• You will hear part of a talk to a group of business students about the role of
游客
2025-06-03
3
管理
问题
• You will hear part of a talk to a group of business students about the role of free gifts in product promotion.
• As you listen, for questions 1-12, complete the notes, using up to three words or a number.
• After you have listened once, replay the recording.
FREE GIFTS
1. Sue Barnard works as a freelance ______
2. One of her clients produces ______
3. Last week she was working in Wales, at a client’s ______
4. She noticed that Prime magazine was offering a ______ as a gift.
5. The magazine was contained in a ______.
6. The magazine’s marketing policy involved carrying out a ______
7. Rival magazines are offering gifts such as a book, a ______or a ______
8. All the free gifts are being offered in response to increasing ______
9. Magazines can get trapped in what Sue calls a ______
10. Advertising is a more imp ______
11. Free gifts need to reflect the real ______ of the magazine.
12. A gift may increase magazine sales by up to ______
Woman: Hello. My name’s Sue Barnard. I’ve come to talk to you this afternoon about that old marketing perennial, the free gift. I work as a marketing consultant, on a freelance basis, and I thought that I would begin with an anecdote. One of the companies I work with is a major manufacturer of consumer durables, and so I need to keep in touch with the latest campaigns being launched by rival groups, as well as seeing how our own efforts are looking. So I’m a keen reader of weekly magazines.
Although I’m actually based in Manchester, last week I happened to be with some clients at their sales conference, which was being held in Wales. On the way there, waiting at the station, I popped into a newsagents for a browse, to pass the time. The March issue of Prime magazine immediately caught my eye because the cover said ’Free Gift this Issue: Free Diary’. And it puzzled me because I had seen the same issue on sale in Manchester without any gift. Clearly, people in Wales were getting the same magazine, but all packaged up in a special plastic jacket with this gift inside. Why, I wondered, were people in my area losing out?
Well, of course, the answer lies in the marketing policy of the magazine itself. No use giving everyone a freebie because then there’d be no way of gauging how successful it’d been in drumming up extra sales. In other words, it’s a controlled experiment. In this case, flat sales of Prime in Manchester, coupled with strong sales in Wales, would indicate that the gift had done the trick, and this type of strategy is vital for magazines as more and more titles crowd the racks.
Just looking round the newsagents this week, you’ll find one magazine giving away a book worth six ninety-nine, when the magazine itself only costs two ninety-nine. And it doesn’t stop there. One rival is offering a CD, another a calculator. And so it goes on. You know, it really is a ’readers’ market at the moment.
But, I can see you’re asking yourselves, if the gifts are actually far more expensive than the magazines...? Well, clearly, the magazines are facing greater competition and it’s all about offering your reader the best possible value. If your competitor’s got something out, then you don’t want to be seen to be lagging behind. And once you’ve started, in a sense, you’ve got to keep on - you do get locked into a ’circulation war’ where the only way to stay on top seems to be through the free gifts. And remember, it doesn’t matter if the gift costs more than the magazine because the real profits come not from the cover price, but from the advertising revenues. To keep those flowing in, you need good figures, and that’s where the free gifts come in.
And, of course, it can’t be any old gift. An inappropriate choice would do more harm than good. The gift must reinforce the true brand values of the magazine. The specialist titles are particularly good at this. And it’s also a good opportunity for people to sample your magazine; it may bring in new readers. With the right gift, you could even be looking at as much as fifteen per cent uplift on your sales, particularly in the teen market, where pop fashions come and go and it’s very important to encourage reader loyalty.
选项
答案
MARKETING CONSULTANT
解析
转载请注明原文地址:https://tihaiku.com/zcyy/4101845.html
相关试题推荐
•Youwillhearpartofatalktoagroupofbusinessstudentsabouttheroleof
•Youwillhearpartofatalktoagroupofbusinessstudentsabouttheroleof
•Youwillhearpartofatalktoagroupofbusinessstudentsabouttheroleof
•Youwillhearpartofatalktoagroupofbusinessstudentsabouttheroleof
•Youwillhearpartofatalktoagroupofbusinessstudentsabouttheroleof
•Youwillhearpartofatalktoagroupofbusinessstudentsabouttheroleof
•Youwillhearpartofatalktoagroupofbusinessstudentsabouttheroleof
•YouwillheararadiopresenterinterviewingabusinessmancalledJimO’Brien.
•YouwillheararadiopresenterinterviewingabusinessmancalledJimO’Brien.
•YouwillheararadiopresenterinterviewingabusinessmancalledJimO’Brien.
随机试题
[originaltext]W:There’sbeenalotoffocusonthefundingincreasethatwasr
IfyouhappentomeetJamesinVancouver,______thebooktohim.A、giveB、yougi
股权投资基金要求目标公司通过保密协议或其他方式,确保其董事、高管和其他关键员工不
某7层写字楼建造于20世纪80年代,为钢筋混凝土框架结构,设楼梯间2个,内外墙体
双重化的两套保护及其相关设备(电子式互感器、MU、智能终端、网络设备、跳闸线圈
已知某银行不良贷款余额占总贷款余额的30%,另外,已知该银行的拨备覆盖率为50%
共用题干 一般资料:求助者,男性,24岁,在读研究生。案例介绍:求助者研究生入
不能用玻璃和塑料容器作密封贮藏的药材是A.高温下易变质的药材 B.易变色药材
毒物种类很多,中毒方式各异,虽然有的毒物中毒尚无特效的解毒药,但救治原则基本相同
结肠破裂修补术后5天,病人血钠136mmol/L,血钾6.8mmol/L,血PH
最新回复
(
0
)