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1、BEC中级口语精选材料Competition1Whatisimportantwhendealingwithcompetition?PricingpoliciesAdvertisingstrategies2WhatisimportantwhensettingpricesfornewproductsProductioncostsCompetitors’pricing;Keypoints:Pricing:Advertising,Productioncosts,Competitor’sprice;Marketing;Awiderangeofser
2、vicesandproductsPricing:a.(Foraconsumer):allconsumerswouldliketogoforhigherqualityandexpensiveproduct,itisacommonsense.b.(Foramanager):correctpricingpoliciescancapturealargenumberofconsumerinashortperiodoftime.c.(Foranewlybuiltcompany):pricingpoliciesareparticularlyimport
3、antfornewlybuiltbusinessesattheearlystageistodrawthepublicattentionandmaketheircompanyandbrandknowntothepublic.Whenanewproductisputintomarket,theremustbealotofpeopleknowingaboutit.Competitor’spricea.Onceanewproductisputintomarket,itwillimmediatelyfacethecompetitionfromriv
4、als.Thepricewarsometimescanbeincrediblyfierceandcrude.b.Competitors’pricewillmirrortheconsumer’sattitudeaboutcertainproductsandthesatisfactionabouttheirprices.c.Ifyoufixedthepricehigherthanyourrivalswithouthigherqualityofservice,youmightsoonfindyourselfinanunfavorablesitu
5、ation.d.Correctpricingcouldalsodefeatsomecompetitorsinashortperiodoftime.Forexample:Safeway,Tescopricewaragainstallsmallbreadmanufactures.Inthiscase,SafewayandTescofixedtheirpricefor7pperloaf,whichis23pcheaperthantheircompetitors’offer.Asaresultofthis,in35daystime,mostoft
6、heircompetitorswentintoliquidation.Advertisingstrategiesa.Thefundamentaltaskforacompanyistomakeitsproductsanditselfknowntothepublic.Therearemanywaystoachievethis,advertisingisthemostimportantone.b.Advertisingthroughdifferentmediacancovernearlyeverycornerintheworld.Themajo
7、rchannelsare:TV-Radio-Internet-Newspaper-BillBoard-Poster-Magazinec.Theadvantageofadvertisingisnotonlyaboutpropagandizingyourcompanybutalsocompetingagainst/withyourrivals.Acompany,throughproperadvertisements,canmanageintroducetheadvantagesoftheirproductswouldbetherightcho
8、ice.Forinstance,carmanufaturescanputintheirnewdesignstotheads,e.g.ABS,doubleairbagstoconvincethe
