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1、Workshop of International Business Spoken English,Test 2,Part one Interview,Examiners questions (1) If you have a chance, would you like to carry out market research for some company? (2) Is market research important before developing a new product? (3) What information must be gathered when carryin
2、g out market research? (4) What methods can be used in conducting market research?,Test 2,Part one Interview,(1) Yes, Id like to. I like to meet people and communicate with them. (2)Yes, it is very important. It is the basic assessment of a products compatibility the market place. (3) The past sales
3、 of similar or competing products, consumer tastes and their buying motives of current products, etc. (4) Questionnaire, telephoning, posting the questionnaire form and interview, etc.,Test 2,Part Two Mini-presentation,Direction: In this part of the test, you are asked to make a short presentation o
4、n the topic for about a minute. You will have a minute to prepare this. Topic: What is important when developing a new product? Creating sample products Product positioning Test marketing,Test 2,Part Two Mini-presentation,I think three things are important when developing a new product. The first th
5、ing to consider is creating sample products. These samples are created for the expert examination. The experts want to know whether the functional design, packaging and possible brand are suitable or not. Second, we need to take product positioning into account. We must avoid the direct competition
6、with our existing brand. Third, we need to consider the test marketing. We need to discover the weaknesses and eliminate them before introducing the products to the market.,Test 2,Part Three: Collaborative task and discussion,Direction: You have been asked to carry out market research for a new bran
7、d of cosmetic. Talk together for about two minutes about what methods can be used and decide which three would be the most effective. Here are some ideas to help you. Face-to-face questionnaire Interview E-mailing Telephoning Free sample delivery with feedback form Questioning and observing Posting
8、the questionnaire Promotion,Test 2,Part Three: Collaborative task and discussion,Follow-up questions (1) How important is the market research for product development? (2) What do you think is the best way to make a new brand of cosmetic known to the public? (Why?) (3) Would you try a free sample of
9、a new brand of cosmetic? (Why? / Why not?) (4) What should be included in the questionnaire for the market research? (5) Do you think it is necessary for the person carrying out market research to dress formally? (Why? / Why not?),Test 2,Part Three: Collaborative task and discussion,A: I think face-
10、to-face questionnaire, telephoning and interview are the most effective research methods. Face-to-face questionnaire is a direct way to collect the information. We dont have to worry about how to collect the questionnaire. B: Yes, its also one of the most effective ways. All the questions are on the
11、 paper. So the information collected will be comprehensive. I think telephoning is another good method. Using telephone will save the cost. And the subjects will be relaxed.,Test 2,Part Three: Collaborative task and discussion,A: You have a point there. Interview is another method Ill adopt. We can
12、choose the interviewees and classify them. Thus its quick to know what kind of people are the potential customers. B: Im afraid I dont agree with you. Its difficult to choose a proper place for the interview. And noting down the information will be time-consuming. A: Maybe you are fight. How about d
13、elivering free samples with the feedback form? B: That is what I am thinking about. Free samples will help customers to learn more about our product. So their opinions will be valuable.,Test 2,Part Three: Collaborative task and discussion,Follow-up questions (1) Market research is a basic assessment
14、 about whether a product would survive in the market and whether it would be profitable. (2) There are many methods to publicize a new product. For cosmetic, I think TV advertisement is the best choice，because TV covers a wide range of audience.,Test 2,Part Three: Collaborative task and discussion,(
15、3) No. I wouldnt. You know, you are not sure whether the cosmetic is harmful to the skin. Yes. I would. Im interested in everything new. (4) Costumer tastes companys reputation in consumers mind and their opinions on the cosmetic should be included. (5) I think it necessary to dress formally. The formal dress will help to convince the subjects.,
