BEC高级口试真题及应考提示[1](16)

Discuss, and decide together:

l What kinds of information would be useful to obtain

l How to decide whether to go ahead with the product

Follow-up questions:

Is market research essential when introducing a new product? (Why/Why not?) What kinds of products or services is market research most useful for?

How accurately do you think consumers respond to marketing questionnaires? (Why/Why not?)

In what ways can companies influence consumer opinion?

How necessary is it for a company to diversify production? (Why)

Product Recall

Your company has discovered a design fault in a new product and needs to recall this product from customers. You have been asked to make recommendations about the best way to handle this incident.

Discuss, and decide together

l What would be the most effective method of informing customers of the product recall

l How to ensure the company's reputation remains undamaged by the incident Follow-up questions:

How can attitudes to a company change if one of their products has to be recalled because of a problem over quality? (Why?)

What else can have a negative effect on consumers' attitudes to a company? (Why?) What measures can companies introduce to avoid the need for product recalls? (Why?) Is quality always the most important consideration for consumers when purchasing a product? (Why/Why not?)

How can companies succeed in developing brand loyalty?

Sales Conferences

The export sector of your company is expanding, and plans are being discussed for holding annual conferences for overseas agents. You have been asked to make recommendations for the proposal.

Discuss, and decide together:

l What the benefits of annual conferences would be for the participants l What the content of the conferences could be