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A．Y
B．N
C．NG
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更多“Some retailers are still optimistic about their sales because they predict that consumers”相关的问题
第1题
Let China's Retail Wars Begin
Newly unfettered foreign chains could grab more of China's market. On a cold and windy Friday afternoon, Li Fang is rushing to get some shopping done before the weekend begins. And the 30-year-old human resources manager knows exactly where she wants to go: the Carrefour hypermarket, a 10-minute bus ride from her apartment in north Beijing. it's not the cheapest option, but the French-owned store has all the meat, vegetables and fruit she needs. "Carrefour offers high quality and a better variety of products compared to other supermarkets," she says.
In recent years, major international chains like Carrefour SA of France and Wal-mart Stores, Inc. of the United States have expanded aggressively in China. Local Chinese retailers have loudly protested this and lobbied heavily for protection from the new competition in price and service that these major retailers have set off. Earlier drafts of the law had included a requirement for a system to rate and punish foreign retailers who had previously set up stores without central government approval. Another proposal would have prohibited foreign retailers from opening stores in cities that haven't drawn up detailed maps of planned retail sites, which would include many smaller cities.
Many more Chinese will soon get a chance to sample the quality and variety at Carrefour and other foreign-owned stores. In keeping with the conditions for China's membership in the World Trade Organization, Beijing on Dec. 11 lifted most restrictions on foreign retailers. Gone are limits on the number of stores, rules confining them to large cities, and regulations capping the foreigners' stake in local ventures at 65%.
China erected those hurdles to give its own companies a chance to copy the West's big-store model—and they have done so with great success. The top four retailers in the country are all run by the government or local entrepreneurs, led by a rapidly expanding chain called Shanghai Bailian. But the foreign companies are nipping at the locals' heels, and they have big plans for expansion now that the barriers have been tom down. Pads-based Carrefour has some 240 stores in China, and plans to open as many as 150 more this year. Its 2003 sales of ＄1.8 billion make it China's fifth-biggest retailer. China "is very important for our future," says Jean-Luc Chereau, executive manager of Carrefour China.
PREMIUM ON CONVENIENCE
Carrefour was quick to get into China and often pushed the regulatory envelope, bypassing Beijing and cutting deals with local governments. Although that strategy got Carrefour into hot water at the time, the company has emerged as the undisputed leader. It has even bested its Bentonville (Ark.) rival, Wal-Mart Stores Inc., (WMT) which has 43 stores in 20 Chinese cities, and another 10 in the works this year. Germany's Metro is the No. 3 foreign player, with 24 stores and another 40 within five years. All told, dozens of foreign companies have opened in the mainland.
Why the rush？ Over the past 20 years, retail sales in China have jumped nearly 15% annually, to some ＄628 billion in 2004—making it the third-largest market on earth. And consumer expectations have shot up even faster. Just a decade ago most Chinese were content to line up in state-owned stores to buy whatever meager products were available, then shuffle off to outdoor markets for meat, eggs, and vegetables. Now both local chains and the multinationals are pushing out the stodgy old state retailers and mom-and-pop shops by building big, convenient stores in choice central locations in Beijing, Shanghai, and Guangzhou. With the end of geographic restrictions, the battle for dominance will shift to smaller cities.
The customers are a middle class that today totals at least 100 million. These shoppers like to buy clothes, TVs, and groceries at clean, modem outlets with a full ran
A．Y
B．N
C．NG
第2题
？Look at the statements below and the following comments by MP3 retailers.
？Which section (A, B, C or D) does each statement (1-7) refer to？
？For each statement (1-7) , mark one letter (A, B, C or D) on your Answer Sheet.
？You will need to use some of these letters more than once.
A
Market awareness of the MP3 has exploded and the retailer who specializes in MP3 is seeing growth like never before. Admittedly, some customers buy their first MP3 in the supermarket, but for advice, add-ons and particular services they turn to the specialist. There are a large number of MP3 retailers and I can't help but feel the market only has room for four players. Undoubtedly, customer service is the factor that differentiates operators and I think this year we will probably see rationalization in the sector.
B
When I first started in the industry, MP3 were retailing at a thousand pounds and were as large as box files. Now, prices are constantly being driven down, because they are getting more compact and also there is intense competition between the MP3 providers. This will continue, and while retail dealers' profits will be affected dramatically, MP3 providers will have to generate more revenues by offering more services to the MP3 user.
C
Over a few years, prices have dropped sharply and technological advances have meant products have changed -- and are changing. Successful retailers must try to keep on top of these developments and invest in the training of employees so they are able to offer impartial advice to customers. E-commerce is taking off but this won't necessarily replace traditional retail outlets. In order to stand out, you need innovative ideas on customer service. We don't believe in criticizing other retailers, but there's nothing particularly exciting out there at present.
D
The MP3 business is behaving like the Internet industry in take-up and the pace of innovation, and it's important not to be left behind. We must continue to innovate in delivering the product to the customer. In terms of service provision, you can draw comparisons between us and our closest rival, but clearly all the main MP3 retailers have succeeded in taking the industry forward. Growth has accelerated rapidly and the MP3 has changed from simply being an entertaining tool, to being a multifunctional gadget for everyone.
There is a need for retail staff to stay informed about the MP3 they are selling.
第3题
Some conventional retailers have reported rising profits this year because
A．they maintain reasonable stock.
B．they cut their retail outlets.
C．they increase their revenues.
D．they use discounting as an effective means.
第4题
Demonstrations of robots designed for household use. Watch robots perform. everyday household chores. Each day, models from a different group of manufacturers will be shown, Hall of Industry, 3:00-5:00 P.M. daily.
Talks by product developers representing companies from various countries on topics such as The Impact of Electronic Technology on Business, Future Developments in Technology, How Electronic Technology Will Solve Our Transportation Problems, and more. Call the Convention Center or visit our website for the speaker list. Wilson Auditorium, 7:00 P.M. nightly.
Musical equipment demonstrations. Show attendees will be able to try out the latest synthesizers, guitars, and other electronic musical equipment. Exhibit Hall A, ongoing.
Inventors of Tomorrow, a special hands-on workshop for children ages 10-13. Free with the price of admission to the show, but due to space limitations, pre-registration is required. Call the Convention Center or visit our website to register. Saturday and Sunday, 2:00 P.M.
Visit the Convention Center website for a complete schedule of demonstrations, workshops, and special events going on throughout the show. Tickets are available by calling the Convention Center or through the Convention Center website. Special prices are available for multi-day passes.
Contact us by phone: 800-555-0913 or on the web.
The Summer Consumer Electronics Show will continue through June 5.
What is the main topic of the press release？
A．The McCormick Convention Center
B．Chicago's convention centers
C．Electronics retailers
D．The Summer Consumer Electronics Show
第5题
？Which extract(A，B，C，D or E)does each statement(1-8)refer to？
？For each statement(1-8)，mark one letter(A，B，C，D or E)on your Answer Sheet．
？You will need to use some of these Ietters more than once．
A CAREER IN RETAILING
Keeping the customer satisfied is central to the retail business．But how much job satisfaction can workers in the retail trade expect？
Five people who work in retailing talk about their careers．
A
Steve Cain is deputy director of trading for a large supermarket．He says，“When I moved into the retail sector I found it offered more tangible achievements and rewards than my previous business consultancy work．The power base has changed in the industry，and it's the retailers who are now driving things forward．Before，buyers waited for the product to come in and negotiated the price with the manufacturers，but now in food retailing，it's the retailers themselves who are developing their own brands and fixing prices，which makes it an exciting field to work in．
B
Virginia Clement is support and development manager for a large clothing department store．
" This means I am responsible for all the buying and merchandising．This demands teamwork。 and for me this is one of the most attractive aspects of work ing at head office．You have a lot of contact with people，from shop floor staff to suppl iers．We work in a very open environment and we're very team orientated．Each team is responsible for getting a particular product to the store on time and in the right quantities．"
C
Tim Edlund，who works in buying for a large clothing store，says，" The buyer has to have some flair for design，but balancing that，you need a strategic view and business acumen．
There are numerous factors influencing a buyer's choice of product range for each season．I have to beware of current trends in the suppliers'market？competitors'activity and both local and global customer demand．I go all over Britain to keep abreast of this information．
Working hours are very irregular，so it's the complete opposite to a 9 to 5 job．It can be extremely exhausting，but I love it．"
D
Diane Maxwell is buying controller for women's wear for a home shopping catalogue company．
She says that，despite the hard work，her job remains varied and satisfying．" I've gained a huge range of skills with the company in various fields，both through formal courses and by means of on-the-job training．The scope of the buying role is extremely broad．It's not just about the product．The focus of the job is 0n producing a profitable range and that requires extensive business knowledge．"
E
Jan Shaw is personnel director of a supermarket．She says．" What we really want to do in our company is taking on people witil a real interest in trade rather than managers who only want to complete a job as fast as possible．Our new graduate recruitment programme aims to de exactly that．The induction programme introduces all aspects of working for our company，giving early responsibility and first-hand experience of the company's working culture．Career development within the company is based on general management skills rather than specialisation，so whatever department they are in，employees will focus on similar aims．
The way this market operates has been transformed．
第6题
Paper or Plastic？
Take a walk along the Chesapeake Bay, and you are likely to see plastic bags floating in the water. Ever since these now ubiquitous (到处存在的) symbols of American super-consumption showed up in the supermarkets, plastic shopping bags have made their (51) into local waterways, and from there, into the bay, where they can (52) wildlife. Piles of them - the (53) takes centuries to decompose (分解) -- show up in landfills and on city streets. Plastic bags also take an environmental toll in the form. of millions of barrels of oil expended every year to produce them.
Enter Annapolis (54) you will see plastic bags distributed free in department stores and supermarkets. Alderman Sam Shropshire has introduced a well-meaning proposal to ban retailers (零售商)
(55) distributing plastic shopping bags in Maryland's capital. Instead, retailers would be required to offer bags (56) recycled paper and to sell reusable bags. The city of Baltimore is considering a similar measure. Opponents of the idea, however, argue that (57) bags are harmful, too: they cost more to make, they consume more (58) to transport, and recycling them causes more pollution than recycling plastic. The argument for depriving Annapolis residents (居民) of their plastic bags is (59) accepted. Everyone in this (60) is right about one thing: disposable shopping bags of any type are (61) , and the best outcome would be for customers to reuse bags instead. Annapolis's mayor is investigating how to hand out free, reusable (可以再度使用的) shopping bags to city residents, a proposal that can proceed regardless of whether other bags are banned. A less-expensive (62) would be to encourage retailers to give discounts to customers (63) bring their own, reusable bags, a policy that a spokesman for the supermarket Giant Food says its chain already has in place. And this policy would be more (64) if stores imitated furniture mega-retailer Ikea and charged for disposable bags at the checkout counter. A broad ban on the use of plastic shopping bags, which would merely replace some forms of pollution with others, is not the (65) .
(51)
A．track
B．path
C．way
D．road
第7题
听力原文：A: So what exactly is POP？
B: Well, POP stands for Point of Purchasing and it refers to the advertising techniques used to sell specific products at the point where customers buy them.
A: Such as at the supermarket check-out or on the shelves in a shop？
B: Yes, that's right, and managers are slowly beginning to realize how successful it can be and are building it into their general plans for promoting product ranges. The surprising thing is it's taking a while to catch on in a big way.
A: Is that because firms are going to have to spend a lot of money in the early stages？
B: That's true, and of course the displays have to be serviced regularly. But we know that most people don't decide what to buy until they are in the shop. And it seems that retail managers are beginning to see sense at last. Firstly, it's generally accepted that consumers ignore adverts on TV. Secondly, the expansion of cable and satellite TV channels has made it much more difficult to reach all consumers with an effective TV advertising campaign while remaining within budget. Point of Purchasing advertising is more selective but cheaper.
A: I believe that Samsung, for example, has invested heavily in POP to boost sales of its computer monitors？
B: That's right. They wanted to convince consumers to purchase individual components when buying a computer system rather than what it describes as 'inappropriate' packages. They say they have gone for POP because it wasn't just awareness-raising they were after. They wanted to influence even those customers who had decided on something else by demonstrating Samsung's products in store.
A: So are companies actually employing POP agencies？
B: Some are but many, like Ford, are asking their planners to look into the research that has been done in the area to find out things like how long it takes to launch a new brand, how many people visit an advertising fixture in a shop and so on.
A: But companies are still reluctant to allocate large budgets to POP because it's almost impossible to assess the results of specific campaigns？
B: Yes, but there are success stories. The Cheltenham and Gloucester Building Society decided to move into a retail environment and sell their pensions more aggressively. They looked seriously at where they sited displays and did some research to find out where the best places in the branch were. They placed their leaflets in well-designed dispensers in the walkways between the doors and the counters rather than on the walls.
A: So You think more companies can be persuaded down the POP route？
B: I think retailers will always want to set a number of conditions on POP campaigns. They'll want the campaign to fit in with their store's style. and they won't want the products detracting too much from their own brands. They'll also want to manage the area themselves or ensure that the agency keeps the displays in good condition.
A: So is the future for POP agencies looking good？
B: In the short term it's reasonable. The pressure on retail space brought about by retailers' own-label products is an obstacle and POP needs to develop a more exciting image by using interactive ideas such as smell, visual effects and sound, Hopefully this will mean that consumers stay longer to consider their purchase.
—You will hear two people discussing Point of Purchasing (POP) projects.
—For each question 23-30 mark one letter (A, B or C) for the correct answer.
—After you have listened once, replay the recording.
The Cheltenham and Gloucester Building Society improved their sales of pensions by ______.
A．offering well-designed leaflets and brochures
B．focusing advertising in specific physical areas
C．making better use of Wall space for posters
第8题
&8226;Which view (A, B, C, D or E) does each statement 1-8 refer to？
&8226;For each statement 1-8, mark one letter (A, B, C, D or E) on your Answer Sheet.
&8226;You will need to use some of these letters more than once.
ACAREERIN RETAILING
Keeping the customer satisfied is central to the retail business. But how much job satisfaction can workers in the retail trade expect？ Five people who work in retailing talk about their careers.
A
Steve Cain is deputy director of trading for a large supermarket. He says, "When I moved into the retail sector I found it offered more tangible achievements and rewards than my previous business consultancy work. The power base has changed in the industry, and it's the retailers who are now driving things forward. Before, buyers waited for the product to come in and negotiated the price with the manufacturers, but now in food retailing, it's the retailers themselves who are developing their own brands and fixing prices, so that makes it an exciting field to work in."
B
Virginia Clement is support and development manager for a large clothing department store. "This means I am responsible for all the buying and merchandising. This demands teamwork, and for me this is one of the most attractive aspects of working at head office. You have a lot of contact with people, from shop floor staff to suppliers. We work in a very open environment and we're very team orientated. Each team is responsible for getting a particular product to the store on time and in the right quantities."
C
Tim Edlund, who works in buying for a large clothing store, says, "The buyer has to have some flair for design, but balancing that, you need a strategic view and business acumen. There are numerous factors influencing a buyer's choice of product range for each season. I have to be aware of current trends in the suppliers' market, competitors' activity and both local and global customer demand. I go all over Britain to keep abreast of this information. Working hours are very irregular, so it's the complete opposite to a 9 to 5 job. It can be extremely exhausting, but I love it."
D
Diane Maxwell is buying controller for women's wear for a home shopping catalogue company. She says that, despite the hard work, her job remains varied and satisfying. "I've gained a huge range of skills with the company in all kinds of fields, both through formal courses and by means of on-the-job training. The scope of the buying role is extremely broad. It's not just about the product. The focus of the job is on producing a profitable range and that requires extensive business knowledge."
E
Jan Shaw is personnel director of a supermarket. She says, "What we really want to do in our company is take on people with a real interest in trade rather than managers who only want to complete a job as fast as possible. Our new graduate recruitment programme aims to do exactly that. The induction programme introduces all aspects of working for our company, giving early responsibility and first-hand experience of the company's working culture. Career development within the company is based on general management skills rather than pecialisation, so whatever department they are in, employees will focus on similar aims."
The way this market operates has been transformed.
第9题
根据下面资料，回答题
Sell， Sell， Sell
Last year over ε 13bn was spent on advertising in the UK and research indicates that most people will have seen 2m sales messages by the time they are 30. Advertising is big business and often acts as the interface between commerce and culture. While there are many adverts that just irritate， there are some that are miniature works of art. （0）.. G... The advertisers themselves believe they are delivering an important message because they are protecting and promoting a client"s brand and extending greater choice to the consumer. （8）Instead of being free， many TV channels would only be available on subscription packages of about ε 500 per month and newspapers might cost six times more than their present cover pdce.There are many different models of advertising practice， but no one is precisely sure what makes a good advert. （9） While some try to get you to buy a product， others， such as anti- smoking campaigns， aim to get you not to do something. Some adverts are not aimed at consumers at all， but at retailers， shareholders or employees. For example， manufacturers
often advertise their products in trade magazines to reassure retailers that a new brand will be widely promoted. Petrol companies often choose to emphasize how environmentally friendly they are; this is to offset any negative public perceptions of the industry rather than to persuade consumers to buy an individual brand of petrol. （10） This is because petrol is regarded， in advertising terms， as a distress purchase. We get it because we can"t do without it， not because we really want it. In general， however， the main aim of advertising is to attribute emotional qualities to a product in order to create an individual brand that the consumer can associate with.
Working out whether an advert has been successful is extremely difficult. （11） For example， what persuaded them to buy a car？ You cannot be sure whether it was the advertising， the price， the opposition"s distribution， changes in the law or changes in consumer attitudes that was the determining factor. What advertising can"t do is make consumers buy something they don"t want. It can perhaps persuade you to try something once， but if you don"t like what you get， you won"t try it again， （12） In other words， where there is no emotional engagement， such as a consumer"s feelings about a bag of peas， beliefs are much harder to shift.
A．Moreover， it is almost impossible to get people to change the way they view things they are indifferent to.
B．Over the last ten years， other forms of advertising， such as direct marketing， have become increasingly popular as well as scientific.
C．They don"t， as the industry well knows， care enough to be brand loyal to such a product.
D．Whether you accept this argument or not， you have to recognize that without advertising our world would be very different.
E．The problem lies in isolating precisely what motivates people to behave in a particular way.
F．This is partly because not all advertisements are designed to do the same thing.
G．The production costs involved in these can reach higher figures than those for the average movie.
（8）应选
查看材料
第10题
In the fifth paragraph, the writer says that
A．all retailers have made multichannel shopping possible.
B．conventional retailers may eventually promote their sales in stores.
C．conventional retailers shift their focus to online sales.
D．there is no change in a customer's shopping style.
