BEC中级真题第三辑TEST4

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1、READING1hour剑桥BEC真题集中级第三辑Test4PARTONEQuestions1-7•Lookatthestatementsbelowandtheadvicegivenbyfourmarketexpertstoaholidaycompanyontheoppositepage.•Whichexpert’sadvice(A,B,CorD)doeseachstatement(1-7)referto?•Foreachstatement(1-7),markoneletter(A,B,CorD)onyourAnswerSheet.•Youwillneedto

2、usesomeoftheselettersmorethanonce.Example:0SunToursshouldconsiderthedomesticmarketforfuturedevelopment.0ABCD1SunToursrunsariskbysellingsimilarholidaystocustomersindifferentincomebrackets.2Itisworthofferingholidaysatadiscounttoincreasethenumberofbookings.3SunToursneedstoreflectonitsma

3、rketingmethodsifitwantstoboostrepeatcustom.4Itwouldbeagoodideatosellholidaystolocationswhichotherpromotershaveignored.5SunTourshasbeendisadvantagedbyitsapproachinthepast.6Incertainlocations,SunToursmaybeabletonegotiatemorefavourablecontracts.7Thereisanalternativetodiscountholidaystha

4、twouldbemoresatisfactoryforSunTours’customers.FourmarketexpertsofferadvicetoSunTours,theARobertWorthmiddle-markettouroperatorMarketingtoawideraudiencecouldleadtomorepeoplebuyingdirectfromSunToursratherthangoingthroughtravelagents,andtheconsequentreductioninagents’commissionsmightboo

5、stcompanyprofits.Towardstheendoftheseason,reducingthecostofholidayswouldattractlast-minutecustomers,thusavoidinganypossiblelossonunfilledaccommodationandflights.ThecompanycouldalsoincreaseprofitsbysellingmorespecialisedholidayshereinBritain,perhapsbyofferingbreaksathistoricsitesandco

6、astaldestinations.BStevenWorrelWhetherit’sworthdiscountingsurplusholidaysisanarguablepoint,asitnotonlycutsintoprofits,butalsoresultsinbudget-consciousholidaymakersbeingputnexttoSunTours’moreaffluentcustomers,thusdamagingthebrand.ltmayseemattractiveatfirstbecauseoftightmargins,butSunT

7、oursshouldthinktwicebeforetakingupthisoption.Currently,SunToursisplanningtosellhigher-marginholidaystopreviously‘unmarketed’destinationsforwhichdemandisgreaterthansupply.Itislikelythataccommodationprovidersintheseemergingholidaydestinationswillbemoreflexiblewhenitcomestosettingterms.

8、Thefirmshoul