passbec中高级新编剑桥商务英语口试必备手册]第四部分电子版

passbec中高级新编剑桥商务英语口试必备手册]第四部分电子版内容摘要：

short period, it has captured 8% of market share. A。 No wonder our market share is falling. B: Now, let39。 s look at what measures we should take in order to improve the situation. It seems that we must widen bur present product range to maintain our market position. A: That39。 s true. We must increase our product variety. But it39。 s not enough, we still must modify our products to improve customer satisfaction. What else can we do? B: We can develop a pletely new product. You see, the petition is very fierce, in order to stay petitive, we have to develop new products. A: You39。 re right. We must do so, although developing new products is risky and costly. B: Should we cut the price of our products? A: I don39。 t think this measure will do. Cutting price will affect our product image. But we can use trading stamps, premiums, free samples, etc. to increase sales. A: Yeah, sales promotion will be very useful to keep the market share of razor. Followup Questions 1)Do you think it necessary to set up a new product mittee in developing new products? (Why? /Why not?) 2)Do you think it important to find new markets for existing products? (Why?/Why not?) 3)Do you know why many new products fail? 4)What do you think are the sources of ideas for new product development? 5)What do you think are the problems for test marketing? Suggested Answers 1)Yes, it39。 s quite necessary to set up a new product mittee, because successful products development requires an effective anisational structure to stimulate and coordinate new product development. 2)Yes, because one of the product development strategies is market development, it concentrates on finding new markets for existing products. 3 )I think new products fail for a number of reasons, such as inadequate market assessment, lack of a market orientation, poor screening and project evaluation, product defects, and inadequate launch efforts. 4)There are many sources, like the sales force, customer feedback, employees, research and development specialists, suppliers, retailers, and independent inventors, etc. 5)It39。 s expensive, and petitors may disrupt the findings by reducing the prices of their products in the area. Also it municates pany plans to petitors prior to its introduction. 3. Sample Test Part One: Interview Interlocutor’s Questions 1) Do you think price is the only factor that you consider when you are deciding to buy a product? (Why? /Why not?) 2)Do you think panies should take petition into consideration when setting prices for products? (Why? /Why not?) 3)Do you think price discounting is an effective strategy for panies to increase sales? (Why? /Why not?) 4)How do you think a pany should set the price for a new product if it wants to build sales quickly? Suggested Answers 1)No. When I am deciding to buy a product, I consider not only price, but also quality, aftersales service, reliability, reputation and style, etc. Usually, I think the better quality the higher price, so I may not choose the cheapest one. 2） No. If a pany sets the prices for the new products equal or lower to its petitors39。 , petitors can easily reduce their prices to counter it. If the new products can offer more benefits than petitors39。 , I think the pany can set higher prices than its petitors. 3） Yes, it39。 s effective. When demand is low, panies can use cash discounts, quantity discounts, seasonal discounts, and trade discounts etc. to increase sales. This practice is mon and effective to stimulate demand. 4） It should set the price of the new product below what its petitors charge if it wants to gain a substantial market share quickly. Part Two: Minipresentation What is important when...? Setting prices for new products 1） Costs 2） Demand Suggested Answer In setting prices for new products, the first thing we must take into account is costs. Prices should cover fixed costs— expenses such as insurance, rent and equipment that remain constant regardless of the number of units produced, variable costs such as raw materials and labor which change depending on the number of units produced and marketing costs. Demand is also important. When demand is strong, we can set high prices, when demand is weak, we can set lower prices. Firms must estimate the quantities of a product that consumers will demand and then set the price for the new product. In addition, quality is of great importance. If the new products are of better quality and can perform more functions than petitors39。 , then the prices can be high. Part Three: Collaborative Task and Discussion Capturing a Large Market Share Your pany has just developed a new product of cosmetics. You are asked by your manager to help develop strategies to capture a large market share for the product. Discuss the situation together, and decide: 1） what should be the pricing strategy 2） what should be the promotional strategy Suggested Answer A: You see, our pany has just developed a new product of cosmetics and our objective is to capture a large market* share. Now it39。 s important to develop a right pricing strategy. B: I think we39。 d better use peration pricing. We must consider our petitors39。 prices, and charge our products lower than our petitors39。 . A。 In that case, how can we recover costs quickly? As you know, we have invested a lot in developing this product. B : But the petition in cosmetics is very fierce. There have existed a lot of well known brands of cosmetics. If we sell our products at a lower price than our petitors , we can seize a large market share quickly. Then, large sales volume can help our pany reduce production costs and achieve higher profits. A: It sounds reasonable. But consumers usually relate quality to prices. Will they think our product is of low quality? B。 We can offer free samples for consumers to test our product. I think w。