第4题:
问答题
Practice 2 (The candidate chooses one topic and speaks about it for one minute.) A Promotion: how to develop a promotion program for a new product. B Recruitment: how to recruit a new sales representative. C Training: what are the goals of a training program for sales representatives.
正确答案:
【参考范例】
If you choose A:
To develop a promotion program for a new product involves various aspects, each of which requires careful planning. First of all, we should identify the target audience of the program, since different ways of promotion apply to different groups of audiences. As far as the product is concerned, characteristics of it and the brand image should be taken into consideration. Secondly, we must establish a specific communication objective, which will help to find effective ways to arouse customers’ awareness of the new product. As for budget, it should also be taken into fully account. It has to be ensured that the expenditure of the program is within the advertising budget. Thirdly, given the above consideration, communication channels need to be decided. It is vital to select a proper media for advertisements. Since pricing strategy plays a key role in the promotion program, it must be made carefully. At last, make sure to collect information on initial stages in time from the market, which will provides us with the main resources to make an evaluation of the feedback from the market.
If you choose B:
Several steps need to be taken in order to recruit a new sales representative. First and foremost, the selection standards need to be set. For instance, what kind of education background should the applicant have? How many years of working experience must he or she has? Criteria of this kind in the preliminary selecting process are very significant. What should draw our equal attention is that the applicant should be a person with an extrovert personality. He or she is expected to be hard-working, convincing and persuasive in order to meet the goal. Next, appropriate channel should be chosen to make those potential applicants well informed of the job opportunity. Job fair, head-hunter and campus interview are all good options. Last but not least, a face to face interview is indispensable to assess the applicant’s ability to communicate, as well as his or her general competence to do the job. Besides, a comprehensive appraisal of the applicant is strongly recommended.
If you choose C:
The objectives of the training program for the sales representatives are various according to different needs. First of all, some brief information about the company should be offered, for example the company’s history, organizational structure, financial structure and so on. It is also necessary to emphasize the current situation of the company. Sales representatives must have a good understanding of the company’s main products, its annual sales volume, the sales target of this financial year and something of that kind. Secondly, sale representatives should also be given a brief introduction of the people in the company, such as are the chief officers of the company, immediate managers in the representative’s department as well as colleagues in his or her working group. Finally, it comes to customers. We should put high value on the types and characteristics of the customers. It is also expected that their needs and wants are exactly transmitted to the sales representatives. With that kind of information in mind, the sales representatives will become more adaptive when selling products.
解析:
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