PART ONE: INTERVIEW

　　(1) What do you think is the most obvious competition?

　　你認(rèn)為最明顯的競(jìng)爭(zhēng)形勢(shì)是什么?

　　It’s the direct competition, that is competition among firms that sell the same goods and services and compete for the same customers.

　　(2) Do indirect competitors pose threats to a firm?(Why?/Why not?)

　　間接競(jìng)爭(zhēng)者會(huì)對(duì)公司造成威脅嗎?(為什么?)

　　Yes, they represent serious potential threats. Though they sell different goods and services, they sell to the same customers as your business. In some cases, the firm’s indirect competitors sell a substitute product or service, so you may lose much of you business to them.

　　(3) Do you think it an effective way to meet and beat competition by increasing quality?(Why?/Why not?)

　　你認(rèn)為提高產(chǎn)品質(zhì)量是應(yīng)對(duì)競(jìng)爭(zhēng)和贏得競(jìng)爭(zhēng)者有效的方法嗎?(為什么?)

　　Yes, because it is difficult for a competitor to match another firm’s quality. If the firm can establish a quality advantage, it can raise its price and earn a higher profit.

　　(4) Do you think cutting price is the most effective way to meet competition?(Why?/Why not?)

　　你認(rèn)為降價(jià)是應(yīng)對(duì)競(jìng)爭(zhēng)最有效的策略嗎?(為什么?)

　　Yes, usually customers are price sensitive, by cutting prices, you can greatly increase sales and take your competitors’ business away.

　　PART TWO: MINI-PRESENTATION

　　What is important when…?

　　Dealing with competition 應(yīng)對(duì)競(jìng)爭(zhēng)時(shí)要注意什么要點(diǎn)?

　　l Pricing policies 價(jià)格策略

　　l Advertising strategies 廣告策略

　　l

　　Pricing policies are important because price is a very powerful weapon in dealing with competition. Price is a very important factor in cunsumers’ buying decisions. Firms may set prices equal or lower than competitors’ prices, so that they can attract customers, thus boosting sales and taking a large market share.

　　Advertising strategies are also important. Advertising can increase brand awareness. Once consumers have seen a product advertised either on TV, Internet, or in newspapers, magazines, etc., they may tend to buy it.

　　In addition, quality is also important. A firm differentiates itself through the quality of its products. Not all buyers base their buying decision on prices. They are willing to pay a higher price for better quality.

　　價(jià)格政策很重要因?yàn)閮r(jià)格是應(yīng)對(duì)競(jìng)爭(zhēng)的強(qiáng)大武器。價(jià)格是消費(fèi)者購(gòu)時(shí)的重要決定因素。公司可能制定與競(jìng)爭(zhēng)者相同或低于競(jìng)爭(zhēng)者得價(jià)格。這樣的話他們可以吸引客戶，因此促進(jìn)銷售以及占領(lǐng)大面積市場(chǎng)份額。

　　廣告策略也很重要，廣告能增加品牌意識(shí)。一旦消費(fèi)者通過(guò)電視、網(wǎng)絡(luò)、或者新聞、報(bào)紙等途徑看到產(chǎn)品廣告，他們可能有購(gòu)買的打算。

　　此外，質(zhì)量也很重要。公司通過(guò)產(chǎn)品質(zhì)量來(lái)區(qū)分產(chǎn)品。不是所有的購(gòu)買者都是以價(jià)格為決定基礎(chǔ)。他們?cè)敢饣ㄙM(fèi)更高的價(jià)格去購(gòu)買質(zhì)量更高的產(chǎn)品。

　　PART THREE: DISCUSSION

　　Dealing with competition

　　You work in a car manufacturing company. You have been asked by your manager to help design the competition strategies. Discuss the situation together, and decide:

　　l what should be the pricing strategies

　　l what should be the quality and service strategies

　　應(yīng)對(duì)競(jìng)爭(zhēng)

　　你們?cè)谝患移�車制造公司工作。�?jīng)理請(qǐng)你們幫助設(shè)計(jì)競(jìng)爭(zhēng)策略。討論并決定：

　　l 應(yīng)采取什么價(jià)格策略

　　l 應(yīng)采取什么質(zhì)量和服務(wù)策略

　　A: Nowadays, there is a severe competition among car manufacturing companies. In order to survive in competition, I think our company should cut the prices of our cars.

　　B: Yes, I think so. If we cut the prices, many people will afford a car, and of course, we can increase our sales.

　　A: That’s right. But we must ensure that we have increased the scale of production and that the costs of production are low, otherwise we’ll reduce revenue.

　　B: Other car companies will do the same, too. So, I think cutting prices is not enough. We should produce cars which are of high quality, then customers will be attracted by our cars.

　　A: Yes. And I also think that we should offer customers some services that other car companies don’t offer, for example, free car cleaning within 3 months of purchase.

　　B: That sounds good. We can also compete by making some changes of the exterior looks of our car to make it more fashionable or sporty. Many people base their buying decisions just on the styles of cars.

　　A: We can also develop some new and smaller cars. Because of limited space in cities, nowadays, people prefer small cars, but these small cars must be of superior quality.

　　B: Or we can make some innovations to our present cars to cater for the tastes and needs of customers.

　　A: OK, we can compete by cutting prices and making some innovations to cars.

　　B: And by developing new cars and offering extra services.

　　A: 現(xiàn)如今，汽車制造公司競(jìng)爭(zhēng)激烈。為了在競(jìng)爭(zhēng)中生存，我認(rèn)為公司應(yīng)該削減我們公司汽車的價(jià)格。

　　B: 是的，我想是這樣。許多人能負(fù)擔(dān)一輛汽車，當(dāng)然，我們也能增加銷售。

　　A: 是的。但是我們必須確保我們已經(jīng)增強(qiáng)了產(chǎn)品的規(guī)格以及降低產(chǎn)品成本，否則，我們的收入將減少。

　　B：其他汽車公司也將做同樣的事情。因此我認(rèn)為削減價(jià)格并不足夠。我們應(yīng)該生產(chǎn)高質(zhì)量的汽車，這樣的話會(huì)吸引消費(fèi)者關(guān)注我們的汽車。

　　A: 是的，而且我也認(rèn)為我們應(yīng)該為消費(fèi)者提供一些其他公司所不能提供的服務(wù)，比如，購(gòu)車三個(gè)月內(nèi)免費(fèi)的汽車清洗。

　　B: 聽(tīng)起來(lái)不錯(cuò)。我們也可以通過(guò)一些外觀的改變來(lái)競(jìng)爭(zhēng)，使其看起來(lái)更加時(shí)尚更加運(yùn)動(dòng)。許多人只是將汽車的品位來(lái)作為購(gòu)買決策的基準(zhǔn)。

　　A: 我們也可以開(kāi)發(fā)新的和小型的汽車。因?yàn)槌鞘锌臻g有限，現(xiàn)如今，人們青睞小型汽車，但是這些小型汽車必須具備超高的質(zhì)量。

　　B: 或者我們可以為我們目前的汽車做一些革新來(lái)迎合消費(fèi)者的品位和需求。

　　A: 好的，我們可以通過(guò)削減價(jià)格和對(duì)汽車做革新來(lái)競(jìng)爭(zhēng)。

　　B: 并且通過(guò)開(kāi)發(fā)新的汽車和提供額外的服務(wù)來(lái)面對(duì)競(jìng)爭(zhēng)。

　　(1) Will you compete by offering extra services to customers?(Why?/Why not?)

　　你會(huì)通過(guò)給顧客提供更多的服務(wù)來(lái)參與競(jìng)爭(zhēng)嗎?(為什么?)

　　Yes, I will, because a firm can also differentiate itself through extra services it offers to customers. Superior services can attract customers.

　　(2) Do you think it a good way of competing by developing new and improved products or services?(Why?/Why not?)

　　你認(rèn)為開(kāi)發(fā)新產(chǎn)品或服務(wù)是參與競(jìng)爭(zhēng)的好方法嗎?(為什么?)

　　Yes, I think it is a good way. Innovation is a key to success for some firms. Motorola is a typical example.

　　(3) What would you do in the selling effort sector in order to compete?

　　你會(huì)在銷售方面做什么努力以應(yīng)對(duì)競(jìng)爭(zhēng)?

　　I will use advertising, training the sales force and all the related activities to ensure that my firm has the superior sales techniques.

　　(4) Do you think location is important for retail businesses to compete?(Why?/Why not?)

　　你認(rèn)為零售商店所處的位置對(duì)應(yīng)對(duì)競(jìng)爭(zhēng)很重要嗎?

　　I think location is particularly important for retail businesses. Shoppers are naturally drawn to some locations but find it hard to go to others. A retail store in a place that shoppers think is out of the way will not last long.

　　(5) What do you think a company can do to lower its average costs?

　　你認(rèn)為公司可以采取什么措施來(lái)降低平均成本?

　　By increasing the size of its production facilities and its overall volume of production, or by increasing efficiencies gained from experience of making the product.

　　考試網(wǎng)校課程培訓(xùn)：選擇考試網(wǎng)讓全體學(xué)友見(jiàn)證你的進(jìn)展！新的商務(wù)英語(yǔ)網(wǎng)校培訓(xùn)課程緊貼新題型，助你直擊四大專項(xiàng)，24H在線答疑，商務(wù)英語(yǔ)輕易掌握！開(kāi)課三日內(nèi)不滿意無(wú)條件退費(fèi)！商務(wù)英語(yǔ)初中高級(jí)各項(xiàng)套餐學(xué)習(xí)班，針對(duì)考生量身打造！

　　全國(guó)統(tǒng)一服務(wù)熱線：4000-525-585　快速聯(lián)系通道