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1、保存讲义 打印讲义 BEC高级精讲班第20讲讲义 ListeningComponent学习重点Writing TestlListening Test Part 3l Business passagel reading Oral practicel Final conclusionl Additional reading andl writing tasks with keysI.Writing Test图表写作1The graph shows the turnover for three kinds of retail outlet, all owned by the same company
2、, from 2000 to 2002.In 2000, department stores made 50 million turnover. But in the next two years, the turnover just remained at 35 million. Turnover made by supermarkets started at 65 million in 2000, and until 2002, they reached a peak at 80 million. The turnover of small shops fluctuated a bit.
3、It reached a trough at 20 million in 2001. Fortunately, it improved to about 25 million in 2002.It is obvious that department stores and supermarkets made the majority of the turnover during the three-year period. Particularly, the trend of supermarkets turnover kept rising. As a result, we suggest
4、more attention should be paid to small shops. 2The graph shows the turnover for three kinds of retail outlet, all owned by the same company, during a three-year period. The three kinds of retail outlet are department stores, supermarkets and small shops.In 2000, sales by department stores were 50 mi
5、llion, and it dropped considerably to about 35 million in 2001 and 2002.The turnover of supermarkets reached high of approximately 65 million in 2000. There was a steady rise in the following two years, from 70 in 2001 to 80 in 2002.There were obviously less products sold by small shops than by depa
6、rtment stores or supermarkets. In 2000, sales by small shops were 30 million. It dropped noticeably to 20 million in 2001 and recovered to roughly 26 million in 2002.It can be found that sales by supermarkets took up the main channel of the company, and its share was still rising and represented wel
7、l over 50 per cent.打入新市场1Report on Marketing Approaches in ChinaIntroductionThe aim of this report is to analyse the Chinese sports market and suggest some ways of promotion.ResearchChina is a huge market full of potential and opportunities. As we would like to break into it, a good understanding of
8、 the market would lay the foundations for our success. We have carried out the following research.Twenty employees wee drafted to China one month ago. They sentn out some questionnaires to 1,000,000 individuals in Beijing, shanghai and Guangzhou.Several local raw material suppliers have been approac
9、hed. Theirn perception of the local market would be of great help.Existing competitionThere are many competitors in the market. Nike and Adidas have represented most of the high-end market. In the mid-market, Peak, Anta and Converse also have big market shares. There are already many sports goods fo
10、r the young, but not so many for the old.Target customersWith the advert of the 2008 Olympics, it seems there would be a sports spree in China, not only among youngsters, but also in the middle-aged and the old. So our goods would be pitched at this older group of people.Promotion methodsTo gain a s
11、olid presence in this market, some adequate promotion methods would be the key ingredients to our success.Advertisements should be attractive to youngsters and ask them ton buy sports goods for their parents and grandparents.Get the support fromn the local government and capitalize on the special ta
12、x policies.Localn celebrities would be asked to endorse our products.Liu SmileMarketing Department2Report on New Overseas MarketIntroductionThe purpose of this report is to illustrate some information of our new target market and give several suggestions on promotionResearch ProcessionFirst of all,
13、we brought in a local consultant company to provide us with some essential local knowledge. Then, we sent four employees to get the firsthand information and feedback through a questionnaire. Furthermore, we also got plenty of information on the internet as well as some authoritative reports.Existin
14、g CompetitionWe have two main competitors which are both sports goods giants. They have a strong customer base in the high-end market. There are four rivals in both mid-market and down market. However, each of them only has a niche market presence.Target CustomersSince the upmarket exists fierce com
15、petition and it is almost saturated, we can pitch our products at the teenagers who are fond of sports but without sufficient funding.Promotion methods Under ConsiderationWe would use some sports personalities to promote our new products, since they have a lot of fans and get plenty of media highlig
16、hts. This would be a preferential option. Sponsoring a local sports program or sports union is also a good method, which would make our products more close to the customers. Moreover, it is particularly useful to take some social obligations like offering some endowments to the local charities.ConclusionIt can be concluded that we have great oppo
