第10题:
问答题
Practice 5 (The candidate chooses one topic and speaks about it for one minute.) A Advertising: the importance of using celebrities to endorse products B Human Resources: how to retain high achievers on a company’s staff C Business Strategy: the factors involved in influencing market trends rather than reacting to them
正确答案:
【参考范例】
If you chose A: (three possible answers)
a. Many factors will influence consumers’ choices and desires, which are constantly changing, according to their needs and styles that have caught the popular imagination. Sellers of goods and services court, entice, and implore consumers. Using celebrities to endorse products has been one of the most effective advertising gimmicks. People tend to think negative advertising does not sway them but the truth is that it does. A great number of people always copy celebrities’ behavior. Celebrity endorsement serves a model for community.
b. Using celebrities to endorse products is very important for advertising. If a celebrity endorses a product or service, he or she says that they use and like it in an advertisement. Celebrity endorsements show their formal support or approval for someone or something. If a famous person buys a product, many consumers tend to follow. It is even more so, when consumers are not confident enough about their ability to identify exactly what it is.
c. The reason why many people always do the same as the famous people have done is that they trust celebrity. Although they may distrust advertisement, they will possibly trust the celebrity. Celebrities’ behavior has a great effect on consumers. Therefore, using celebrities to endorse products is beneficial to the company, for it gives the company an advantage, improves its reputation, and helps the company promote sales. Therefore, it is very significant for companies to use celebrities to endorse products, in advertising.
If you chose B: (two possible answers)
a. Retaining high achievers on a company’s staff has been used as a market-driven approach to talent retention. Although once rare in business, open competition for other companies’ people is presently an accepted fact. Fast-moving markets require fast-moving organizations to be continually refreshed with new talent. However, no one will be willing to see talent leave; whenever a good employee walks, the business takes a hit. It’s useless to hope that by tinkering with compensation, career paths, and training efforts, you can wall off your company from today’s labor market.
b. Besides monetary compensation, an alternative to retain high achievers on a company’s staff is a market, which is a driven approach to retention based on the assumption that long-term across-the-board loyalty is neither possible nor desirable. By trying hard to figure out which employees you need to retain and for how long, you can take advantage of highly targeted programs to keep the required talent in place. Most companies today depend on compensation to build loyalty, which is only one of many effective retention mechanisms. Jobs can be redesigned to reduce turnover. For example, UPS retain many more drivers by shifting the tedious and laborious job of loading trucks to other employees.
If you chose C:
I think the factors involved in influencing market trends are as follows: Consumer, Cost, Convenience, and Communication. The key difference is that under modern marketing, profits are regarded as a function to provide customer benefits, whereas under the old marketing, profits were seen as a function of sales. To conclude, marketing is a concept, a business process as well as a set of activities. This total set of marketing activities, integrated into a unified program, are sometimes called the marketing mix, which today, in addition to profitability, typically includes a lot of broader objectives relevant to current social concerns. These concerns now concentrate on areas like protection of the physical environment, product safety, and equal employment opportunity.
解析:
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