2. 外语
  3. •Read the article below about sales promotion, and the questions. •Choose the correct word or phrase to fill each gap from A, B,

•Read the article below about sales promotion, and the questions. •Choose the correct word or phrase to fill each gap from A, B,

admin2010-01-28  11
问题 •Read the article below about sales promotion, and the questions.
•Choose the correct word or phrase to fill each gap from A, B, C, or D.
•For each question 21—30, mark one letter (A, B, C, or D) on your Answer Sheet.
                                        Sales Promotion
      Promotion is any activity that encourages the  purchase of a good or service. Managers must determine how much they are going to  (21)   promotion and what tools they will use. The promotional mix, or plan, utilizes personal selling, advertising, and sales promotion to deliver the message. Public relations and all types of  (22)  that attract customer attention to the product also become part of the mix.
      Promotion is most important in the product’s introduction and maturity stages. In introduction, the market is unaware of the product and therefore uninterested; promotion must overcome  (23)   and generate interest. In the maturity stage, competition is stiff, and the promotion must show how a product is different or  (24)  . Promotional mix policies are affected by promotional program objectives, implementation strategies,  (25)  of program effectiveness, and the promotional budget.
      The key  (26)  of promotion are to provide information, stimulate demand, highlight values and stabilize sales. Promotion must  (27)   the market about what is available, the characteristics of the product or service, and how to use it. Increasing demand for a product is probably the most typical objective of promotion. Promotion tries to get consumers to  (28)  look for, examine, try, and purchase the product.  Status-oriented advertising to highlight values makes sure customers are aware of what the company considers to be a real value.
      Another goal of promotion is to stabilize sales by  (29)   the status quo that is, the current sales level of the product. During periods of slack or decreasing sales, contests, prizes,  vacations and other incentives are sometimes  (30)  to customers to maintain sales goals. A stable sales pattern allows the firm to run smoothly by maintaining a consistent level of production and storage.
选项 A、objects
B、targets
C、points
D、objectives
答案D
解析
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