首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Read the advice below about producing a company brochure and the questions on the opposite page. For each question(13-18), mark
Read the advice below about producing a company brochure and the questions on the opposite page. For each question(13-18), mark
admin
2013-05-18
70
问题
Read the advice below about producing a company brochure and the questions on the opposite page.
For each question(13-18), mark one letter(A, B, C or D)on your Answer Sheet.
THE ART OF PERSUASION
’Let me send you our brochure’ is probably the most commonly used phrase in business. But all too often, it can spell the end of a customer enquiry because many brochures appear to be produced not to clarify and to excite but to confuse. So what goes wrong and how can it be put right? Too often, businesses fail to ask themselves critical questions like, ’Who will the brochure be sent to?’ ’What do we want to achieve with it?’ The truth is that a brochure has usually been produced for no other reason than that the competition has one.
However, with a little research, it often transpires that what the client wants is a mixture: part mail shot, part glossy corporate brochure and part product catalogue - a combination rarely found. Having said that, the budget is likely to be finite. There may not be enough money to meet all three marketing needs, so the first task is to plan the brochure, taking into account the most significant of these. The other requirements will have to be met in a different way After all, introducing the company’s product range to new customers by mail is a different task from selling a new season’s collection to existing customers.
The second task is to get the content right. In 95 per cent of cases, a company will hire a designer to oversee the layout, so the final product looks stylish, interesting and professional; but they don’t get a copywriter or someone with the right expertise to produce the text, or at least tidy it up - and this shows. A bigger failing is to produce a brochure that is not customer focused. Your brochure should cover areas of interest to the customer, concentrating on the benefits of buying from you.
Instead, thousands of brochures start with a history lesson, ’Founded in 1987, we have been selling our products ...’. I can assure you that customers are never going to say to themselves, ’They’ve been around for 20 years - I’ll buy from them.’ It’s not how long you’ve been in business that counts, it’s what you’ve done in that time. The important point to get across at the beginning is that you have a good track record. Once this has been established, the rest of the brochure should aim to convince customers that your products are the best on the market.
It is helpful with content to get inside the customer’s head. If your audience is young and trendy, be creative and colourful. As always, create a list of the benefits that potential customers would gain from doing business with you, for example, product quality, breadth of range, expertise of staff and so on. But remember that it is not enough just to state these; in order to persuade, they need to be spelt out. One possibility is to quote recommendations from existing customers. This also makes the brochure personal to you, rather than it simply being a set of suppliers’ photographs with your name on the front.
At the design stage, there are many production features that can distinguish your brochure from the run of the mill. You may think that things like cutouts or pop-ups will do this for you and thus make you stand out, or you may think they just look like designer whims that add cost. Go through all the options in detail. One of them might be that all-important magical ingredient.
The writer’s advice to companies in the second paragraph is to
选项
A、produce a brochure to advertise new product lines.
B、use a brochure to extend the customer base.
C、accept that a brochure cannot fulfil every objective.
D、aim to get a bigger budget allocation for producing brochures.
答案
C
解析
转载请注明原文地址:https://www.kaotiyun.com/show/ptoO777K
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
Readthistextaboutcustomerco-production.Choosethebestsentenceformtheoppositepagetofilleachofthegaps.F
Readthearticlebelowaboutpassive-aggressiveorganisation.Foreachquestion(31-40),writeonewordinCAPITALLETTERSon
Readthistextaboutbarrierstointernationalbusiness.Choosethebestsentencefromtheoppositepagetofilleachofthe
Readthetextbelowaboutstrategicrecruiting.Inmostofthelines(41-52),thereisoneextraword.Iteitherisgrammatic
Readthetextbelowaboutstrategicrecruiting.Inmostofthelines(41-52),thereisoneextraword.Iteitherisgrammatic
Readthearticlebelowaboutstaffrecruitment.Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerS
Readthearticlebelowabouthowcapitalcontrolsandmonetarypolicyareimportantadoptableindevelopingcountries.Choos
Readthearticlebelowabouthowcapitalcontrolsandmonetarypolicyareimportantadoptableindevelopingcountries.Choos
•ReadtheaiclebelowaboutlabormarketinSpain.•InmOstofthelines41-52thereisoneextraword。Itiseithergramma
•ReadtheadiclebelowaboutmoneymanagementinBritain.•Foreachquestion31-40,writeonewordinCAPITALLETTERonyou
随机试题
下列疾病中属于慢性运动劳损的有
真人养脏汤与芍药汤的组成中均含有的药物是
巨幼细胞贫血是由于缺乏
在致畸试验中,判断动物有否"受孕"最有力的依据是
四神丸的功用真人养脏汤的功用
甲公司将建筑工程发包给乙公司,乙公司将其转包给丙公司,丙公司将部分工程包给由121个农民工组成的施工队。施工期间,丙公司拖欠施工队工程款达500万元之多,农民工因此踏上维权之路。丙公司以乙公司拖欠其工程款800万元为由、乙公司以甲公司拖欠其工程款1000万
探测性调研
开展项目贷款银团的特点有()。
在评价投资项目风险时,下列说法中错误的是()。
在决策支持系统中,除了数据库之外,下列哪项是不可缺少的?
最新回复
(
0
)