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  3. Task 4 Attracting New Business Clients You work for a company, which provides meeting facilities for business clients. Your depa

Task 4 Attracting New Business Clients You work for a company, which provides meeting facilities for business clients. Your depa

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问题 Task 4 Attracting New Business Clients
You work for a company, which provides meeting facilities for business clients. Your department has been asked to make suggestions for attracting new clients.
Discuss, and decide together:
What would be the most effective ways of identifying potential customers?
   What kinds of information about competitors would be useful to the company?
选项
答案Suggested discussion: Candidate A: Marketing is the most effective way of attracting new business clients. Marketing is the process of focusing the resources and objectives of an organization on environmental opportunities and needs. To do marketing well, we must predict the likely changes in demand for meeting facilities. We must concentrate our efforts on making attractive meeting facilities. Candidate B: I agree with you. We must persuade potential customers to use our facilities and services. Initially, we should show how our facilities and services are superior to the local equivalents. We should show them the high quality of our meeting facilities, the location of the meeting facilities and impeccable services of our staff. Anyway, we must show customers the benefits of being more adventurous in their buying decisions to encourage them to move away from the current facilities they use. Candidate A: That’s a good idea. If we market our services and facilities as something exotic or unusual, we’re bound to attract new clients. Cultural stereotypes are also a powerful selling tool. A range of empathy services associated with promotional gifts is bound to attract new clients. Candidate B: Sounds good. Basically, if we want to successfully promote our brand, we need to give our customers a good reason to try something a little bit more exciting than some other brand, It is the needs of the customer we wish to concentrate on if the firm is to succeed. Sales management is often in the best position to obtain this information, since sales personnel are in contact with customers on a daily basis. Candidate A: To beat our rivals, we must know our rivals. The information about our competitors’ facilities and services is essential in the process of decision-making. Candidate B: In addition, the information about our competitors’ price, promotion and place is also very important. Especially, we must know our rival’s advertising gimmick. Candidate A: It is important to compare our price with others. The sales manager needs many different types of information to make decisions about the many activities under his control. Candidate B: If sales management is not vigilant, this task may not be done. Various types of information can create a sound base for making sales management decisions. Besides, many different approaches may be used to produce the needed information.
解析
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