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1、剑桥商务英语中级口语分类模拟题9SPEAKINGWomenDominatetheGiobalMarketPlace:HereAre5KeystoReachingThemToday,itisthewomaninahouseholdwhomakesthedecisionsinthemajorityofpurchases—notonlyinthehomewithfoodandcars,butwithservicessuchasbankingandhealthcare.Thisisextremelychallen
2、gingformanycompaniestounderstand,asitrequiresahugeshiftinthinkingandhowbusinesshashistoricallybeendone•Addtothisthefactthatweoftenhaveastrongemotionalconnectiontothewomeninourlives,sowehatetoadmitthatwemightnotunderstandthem—causingmoreignorancethannecess
3、ary,evenifwearewomenourselves.Butignoreheratyourownperil:Globally,womenconsumerscontrol$20trillioninconsumerspending.Theymakethefinaldecisionforbuying91percentofhomepurchases,65percentofthenewcars,80percentofhealthcarechoices,and66percentofcomputers.Sohow
4、doyoucreatemeaningfulexperiences—insmallandlargeways—thatmakethisconsumerfeelunderstood.9First,appreciatethattheconsumerjourneyismuchlargerthanjustthepurchaseofaproduct.Andwhenaconsumerisdecidingonaproductorservice,sheconsidersmanymorefactorsthanjustthebo
5、ttoniline.Beingawareoftheseseeminglysubtledifferencescanmakethedifferencebetweenaconsumermakingaone-timepurchaseanddevelopingon-goingloyalrelationshipwithabrand.IAcknowledgeHerInfluenceWomenarelookingforexperiencesthathelpthembuildsatisfyingrelationshipsw
6、iththeproductstheychoose•Whenwomenshop,theyneedtofeelcomfortabl©andwantedateverypointinthedecision-makingprocessinordertomakethatpurchaseandtobecomeabrandambassador—andevenmoresointraditionallymalerealms,suchastechnology•Thisinsightmaysoundeasyorentirelyo
7、bvious,butit1snewtomanyindustriesandrequiresacompleteshiftinretailstrategyanddesigntoexecute.Toreachwomen,Sprinthasrefocusedawayfromtechindustryjargon•TheworkContinuum,aninnovationconsultingfirm,hasdonewithSprintoverthepastfewyearsshowshowmuchofachangeisr
8、equiredtomeettheneedsofthisnewgenerationofwomanconsumers.WomenmakeupmorethanhalfofSprint1sstoretrafficandmakeorinfluence80percentofpurchases.Inthepast,Sprintcorporateretailstoreswerenarrowlyfocusedonproductandtechno
