《高级商务英语阅读》样题.docVIP

《高级商务英语阅读》样题 Part One Questions 1-7. (21 points) Read the following passage and then match the statements (1-7) to the letter (A, B, C or D). In addition to categorizing by type of offering, most products intended for consumer use can be further categorized by how frequently and where they are purchased. A Convenience Products – These are products that appeal to a very large market segment. They are generally consumed regularly and purchased frequently. Examples include most household items such as food, cleaning products, and personal care products. Because of the high purchase volume, pricing per item tends to be relatively low and consumers often see little value in shopping around since additional effort yields minimal savings. From the marketer’s perspective the low price of convenience products means that profit per unit sold is very low. In order to make high profits marketers must sell in large volume. Consequently, marketers attempt to distribute these products in mass through as many retail outlets as possible. B Shopping Products – These are products consumers purchase and consume on a less frequent schedule compared to convenience products. Consumers are willing to spend more time locating these products since they are relatively more expensive than convenience products and because these may possess additional psychological benefits for the purchaser, such as raising their perceived status level within their social group. Examples include many clothing products, personal services, electronic products, and household furnishings. Because consumers are purchasing less frequently and are willing to shop to locate these products, the target market is much smaller than that of convenience goods. Consequently, marketers often are more selective when choosing distribution outlets to sell their products. C Specialty Products – These are products that tend to carry a high price tag relative to convenience and shopping products. Consumption may occur at ab