2012精选BEC中级口语材料.docVIP

BEC中级口语精选材料 Competition 1What is important when dealing with competition? Pricing policies Advertising strategies 2 What is important when setting prices for new products Production costs Competitors’ pricing; Key points: Pricing: Advertising, Production costs, Competitor’s price; Marketing; A wide range of services and products Pricing: a.(For a consumer):all consumers would like to go for higher quality and expensive product ,it is a common sense. b.(For a manager):correct pricing policies can capture a large number of consumer in a short period of time. c.(For a newly built company): pricing policies are particularly important for newly built businesses at the early stage is to draw the public attention and make their company and brand known to the public. When a new product is put into market, there must be a lot of people knowing about it. Competitor’s price Once a new product is put into market, it will immediately face the competition from rivals. The price war sometimes can be incredibly fierce and crude. Competitors’ price will mirror the consumer’s attitude about certain products and the satisfaction about their prices. If you fixed the price higher than your rivals without higher quality of service, you might soon find yourself in an unfavorable situation. Correct pricing could also defeat some competitors in a short period of time.For example: Safeway, Tesco price war against all small bread manufactures. In this case, Safeway and Tesco fixed their price for 7p per loaf, which is 23p cheaper than their competitors’ offer. As a result of this , in 35 days time, most of their competitors went into liquidation. Advertising strategies The fundamental task for a company is to make its products and itself known to the public. There are many ways to achieve this, advertising is the most important one. Advertising through different media can cover nearly every corner in the world. The major channels are :TV-Radio-Internet-Newspaper-Bill Board-Poster-Mag