剑桥商务英语中级-29及答案解析.doc

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1、剑桥商务英语中级-29 及答案解析(总分：100.00，做题时间：90 分钟)一、SPEAKING(总题数：0，分数：0.00)1.吸引客户 What is important when.? Attracting clients Package Advertisement （分数：30.00）_2.维系客户 What is important when.? Maintaining customers Service Quality products （分数：30.00）_3.营销方案 What is important when.? Selecting promotion mix Advert

2、ising Demographic characteristics （分数：40.00）_剑桥商务英语中级-29 答案解析(总分：100.00，做题时间：90 分钟)一、SPEAKING(总题数：0，分数：0.00)1.吸引客户 What is important when.? Attracting clients Package Advertisement （分数：30.00）_正确答案：()解析：参考范例 First and foremost , package is one of the most important factors when you manage to attract

3、clients. Package catches clients“ eyes by its delicate outer image, appropriate packing materials and smart profile, and is always used to get clients“ recognition to a product. Furthermore , it“s also important to attract customer“s attraction by advertising. A new product may easily build up its i

4、mage and brand awareness in consumers“ mind by impressive advertising design or logo. Last but not least , price is also a key factor when it comes to attracting customers. It seems that lower prices always have a strong appeal to some consumers. 解析 本题需要发言的主题是“吸引客户”。根据已有的要点 1“Package包装”，可以联想到包装是能否成功

5、吸引客户的关键。根据已有的要点 2“Advertisement广告”，可以联想到这是促销(promote)的必要步骤。我们还可以补充一些回答的要点，例如，Price，价格有助于客户最终决定是否购买商品；再如，Promotion，促销活动可以提升产品的销量(boost the sales)。2.维系客户 What is important when.? Maintaining customers Service Quality products （分数：30.00）_正确答案：()解析：参考范例 When maintaining customers, it“s important to offe

6、r good service. Good service can not only keep regular customers, but it can also attract potential customers. So a company must provide service which can meet or even exceed customers“ expectations. Meanwhile , you should also pay equal attention to providing quality products. Why would customers b

7、e loyal to your products? Because they“re easily operated, safe and durable. So it“s an essential element to keep customer defection rate low. What“s more , it“s also important to carry out customer satisfaction survey. The purpose is to provide your company with the information which is necessary t

8、o evaluate customers“ needs. It“s helpful to improve customer satisfaction. 解析 本题需要发言的主题是“维系客户”。根据已有的要点 1“Service服务”，可以联想到提供良好的服务对维系和吸引客户(keep and attract customers)至关重要。根据已有的要点 2“Quality products高品质的产品”，可以联想到高品质的产品可以防止客户流失(keep low customer defection rate)。另外我们还可以补充一些回答的要点，例如，Customer satisfaction

9、survey，进行客户满意度调查可以获取有价值信息，更好地满足客户的需求(meet their needs)；再如，Discounts，打折有助于促销商品(buy your products)。3.营销方案 What is important when.? Selecting promotion mix Advertising Demographic characteristics （分数：40.00）_正确答案：()解析：参考范例 In the first place , choosing advertisement is important. Within its coverage, it

10、 can reach millions of people here and there. Advertisement can attract many people to notice your products, just through cost-effective channel, Internet, billboard, television and so on. Besides , taking demographic characteristics into consideration is also very necessary. Such characteristics co

11、ntain many elements, such as one“s age, income, education, social class, etc., which play a decisive role in your selection. For example, using Internet for teenagers, using newspapers or magazines for educated people, etc. Lastly , sales promotion is also important. Company can make use of free sam

12、ples, loyalty schemes and trade shows to attract more existing customers and potential customers. 解析 本题需要发言的主题是“选择营销组合方案”。根据已有的要点 1“Advertising广告”，可以联想到广告对于开拓市场(explore your market)十分重要。根据已有的要点 2“Demographic characteristics人口分布特点”，可以联想到其原因是满足客户的不同需求(meet different needs)。另外我们还可以补充一些回答的要点，例如，Geographic distribution 地域分布，可以想到这对于针对不同地区开展营销活动(concentrate different places)十分必要；再如，Sales promotion，促销可以吸引更多的顾客(attract more customers)。