实商务英语综合教程（第3版 第一册）B1U7听力原文和练习参考答案

Unit7ProductsListening1W---WangHuaS---Mr.SmithW:Mr.Smith,youknow,toincreaseourmarketpenetration,newproductsarebadlyneeded.WhatdoyouthinkIshouldparticularlypayattentiontodoingthat?S:Todevelopanewproduct,youmustknowyourcompetitorswell.Now,therearesomanyfamousbrandsonthemarket.W:Yes.Competingisgettingtougher.TheJapaneseareespeciallycompetitive.Theykeeponlaunchingnewproductsallthetimeandtheirproductsarereallygoodintermsofbothqualityandprice.S:Secondly,youshouldunderstandthecustomerpreference.W:ButwhatshouldIdowiththat?S:Extensivemarketresearchandsurveyareverynecessary.Youcanclassifythetargetcustomersintodifferentgroupsaccordingtotheirageandgenderandfindouttheirtastes.W:Thatmakessense.Whataboutpricing?S:Itdependsonthequalityofyourproductandyourtargetcustomers.Generally,lowpriceismoreattractive.Butforsomecustomers,highqualityandfashionaretheirfistconsideration.Theydon’tcareaboutthepriceatall.W:Oh,Isee.Anythingelse?S:Yes.Properadvertisingstrategyalsoplayssignificantroles.Youmayannounceyourproductbeforeitisintroduced,butsuchannouncementscanalsoalertcompetitorsandremovetheelementofsurprise.W:That’sright.Wehavetofindouthowtobalanceit.S:Exactly.What’smore,youshouldalsofocusonplanningthemarketingtest.Intensiveanalysisofcustomerfeedbackisveryimportant.W:Gotit.Infact,wearemakingsaleseffortsforanewproductmodelthisyearS:Iamsureyoucansucceedwithsomuchgoodpreparation.W:Thankyoualotfortheinformation.S:Withpleasure.Listening2W---WangHuaS---Mr.SmithD---DiannaW:Itisnicetoseeyoutwo.Now,let’stalkaboutthelaunchofournewproduct.Whatdoyouthinkofthenewmodel?S:It’suser-friendlyandhassmartfunctions.D:Thedesignisbeautifulanditiscompact.W:OK.I’dliketostartwiththeproduct.Howtodescribethemodel?D:We’dbetterfocusonthefunctionaladvantagesithasoverotherproductsonthemarket,suchasthewirelessinternetaccessandthedigitalmusiccapabilities.S:It’sahighendphone.Butweshouldemphasizethemostsought-afterfeaturesfirst,likethebuilt-incamera,theTFTdisplay,thesuperlargebatterycapacityandourafter-salesservicecommitment.W:That’sgood.Now,whataboutpricing?S:Inordertoincreaseourmarketpenetration,we’dbetterkeepitaffordable.D:Yes,sincewehavesignificantlyreduceddevelopmentandproductioncosts,wehaveroomtoofferacompetitiveprice.S:Whatabout3000yuan?Wecanofferdiscountslater.W:OK.Let’smoveontotheadvertising.D:Wecanadvertisethisbyshowcase,TVorlivestreaming,etc.S:Variousbrochures,leafletsandinstructionsarealsonecessary.Peopledon’ttryanewproductunlessthestoreadvertisesit.D:Samplesandtrialincentivesmaybedirectedtowardearlyadopters.Thepromotionisalsointendedtoconvincepotentialresellerstocarrytheproduct.W:That’sgood.Anythingelse?S:Weshouldalsoplanthedistributionchannelscarefully.D:Developingbrandloyaltyisveryimportantforthefuturemarketdevelopment.W:OK,wearegettingsomewhere.Let’spreparethedraftandputtheinformationonourpressrelease.KEYSTOTHETASKSUnit7ProductsTask11particularly2famous3products4preference5research6age7quality8advertising9Exactly10effortsTask21F2F3T4F5TTask51launch2user-friendly3product4market5features6pricing7later8store9carry10developmentTask6It’suser-friendlyandhassmartfunctions.2.Theircostsarelowerthanthecompetitors.Bymakingit3000RMB,theycanofferdiscountslater.3.Ithasthebuilt-incamera,theTFTdisplay,thesuperlargebatterycapacityandourafter-salesservicecommitment.4.Theycanadvertisetheirproductbynewspaperads,maybearadiospotanddoshowcasedisplays.5.Theywillputtheinformationonthepressrelease.Task91C2A3C4C5CTask101.Thereare5stages.2.Becausethemarketbecomessaturated,theproductbecomestechnologicallyobsolete,orcustomertasteschange.3.Duringthegrowthstage,thegoalistogaincustomerpreferenceandincreasesales.4.Thefirmplaceseffortintoencouragingcompetitors’customerstoswitch,increasingusagepercustomer,convincingnon-usersintocustomers,andofferingSalespromotionstoretailers.5.Ithelpsmarketingmanagerstoplanalternatemarketingstrategiestoaddressthechallengesandisalsousefulformonitoringsalesresultsovertimeandcomparingthemtothoseofproductshavingasimilarlifecycle.Task111characterized2development3sales4introduce5success6retailers7perfect/well-suited8new9challenges10resultsTask121.untilcustomersbecomeawareoftheproductanditsbenefits2.moreretailersbecomeinterestedincarryingit3.increasingthedifficultyofdifferentiatingtheproduct4.nomoreprofitcanbemade5.ProductsdonothavesuchapredictablelifeTask131C2A3C4C5BTask141contributions2reduced3initial4favorable5marketingmixTask161.D2.C3.B4.B5.D6.B7.A8.C9.C10.CTask171.Whatwillyoubedoingthistimetomorrow?

2.

I'llbetakingmyholidayssoon.3.I'llbeseeingMr.Smithtomorrow

4.You'dbetterborrowmybike.Iwon'tbeneedingit5.Stopthechildorhewillbefallingover.

6.Hewillbetellingyouaboutittonight.

7.Willyoubeneedinganythingelse?

8.MydutieswillendinJulyandIwillbereturningtoArizonaintheUS.

9.Thistimenextweekwesh