高级职业英语第三册-unit1-conducting a survey拓展课程 课件.pptVIP

Unit One Language Skill Description Contents 1. What kind of market research did Laurie Bebout conduct before she started her new business? 2. Do you agree that a good market research really pays for a new jobber? 3. What is SBA? Making Market Research Pays Laurie Bebout made a dramatic career change: She quit her job as a nuclear-safety engineer to run a door-to-door advertising business. Why? Because a year ago, in a moment of frustration, an idea was born — an idea that Bebout has since devoted weekends and evenings to researching. When Bebout, 34, and her husband moved to Paducah, Kentucky, she was annoyed to discover that coupons were not delivered in the mail. Bebout wanted to get coupons without having to buy a newspaper, so she turned her complaint into a business concept. The new businessperson founded Precision Advertising Distribution to deliver ads and coupons to doorsteps. Turning her dream into a reality hasn’t been as easy as coming up with the initial idea. Bebout started her market research by searching the Internet to get ideas from other companies providing the same type of service. Her Web research showed she’d have no competition for a door-to-door advertising business in Paducah. Bebout also used the Internet to pick up distribution tactics such as street intercepting, or standing on streets and handing out advertising material. “I love the Internet,” Bebout says. “I got at least 50 percent of my information off the Web.” Bebout also relied heavily on contacts she made through friends and the SBA. These contacts provided assistance that Internet research couldn’t offer. Early on she met with a woman at the SBA who gave her vital information about how to write a business plan as well as some much-appreciated inspiration. “I was coming out of a male-dominated engineering environment, and it was amazing to meet with an intelligent business woman in a position of authority. The experience helped me know I could do it.