歷年bec中級真題閱讀精講系列之五十六第三輯t4p1suntours

1、人郵第三輯TEST 4 READING PART 11 SunTours runs a risk by selling similar holidays to customers in differente brackets.2 It is worth offering holidays at a discount to increase the number of bookings.3 SunTours needs to reflect on its marketing methods if it wants to boost repeat custom.4 It would be a go

2、od idea to sell holidays to locations which othromoters have ignored.5 SunTours has been disadvantaged by its approachhe past.6 In certain locations, SunTours may be able to negotiate more favourable contracts.7 There is an alternative to discount holidayscustomers.t would be more satisfactory for S

3、unToursFour market experts offer advice to SunTours, the middle-market tour operatorA Robert WorthMarketing to a wider audience could lead to more peopuying direct from SunTours ratherngoing through travel agents, and the consequent reduction in agents commiss might boostcompany profits. Towards the

4、 end of the season, reducing the cost of holidays would attractlast-minute customers, thus avoiding anysible loss on unfilledmodation and flights. Thecompany could also increase profits by selling more spelised holidays here in Britain, perhapsby offering breaks at historic sites and coastal destina

5、tions.B Steven WorrelWhether its worth discounting surplus holidays is an arguable po, as it not only cutso profits,but also results in budget-conscious holidaymakers being put next to SunTours more affluentcustomers, thus damaging the brand. It may seem attractive atbecause of tight margins, butSun

6、Tours should think twice before taking up this option. Currently, SunTours is planning to sellhigher-margin holidays to previously unmarketed destinations for which demand is greaternsupply. It is likelytmodation providershese emerging holiday destinations will bemore flexible when it comes to setti

7、ng terms. The firm should go ahead with this policy.C Ursula CapalboGood risk management and higher sales can guarantee higher profits. Although SunTours hasalways been averse to planning, the company would in fact benefit from a risk mtforecasts the impact of discounting on cash flow and profitabil

8、ity throughout the year. SunTourswould then be able to change direction when things go wrong, as they inevitably do from time totime. Diversification can increase rathern spread risk, so caution is needed as the companyenters regions where facilities for tourists are not yet fully developed.ing cust

9、omers nearingretirement age, whose disablee and leisure time are increasing, would be ideal.D Gillian WilmotSunTours knowst good relationships with customers is the key to sucshe travel business.With this in mind, the company should considert brochureings, unlike electroniccommunications, can attrac

10、t customers andise year-round opportunity. They encouragesummer tourists to take another break and can even be used to send ank-you letter to returningcustomers. Selling holidays at a reduced price is definiy not a sensible option. A better choicewould be value-added promotions which can improve pro

11、fitability and build on SunTours customers desire for high-quality service.四個分別對一個度假公司的發(fā)展給出了自己的意見。怎么鎖定目標(biāo)客戶，怎么定價，怎么打折，都是一門學(xué)問。題目信息稍微有些隱晦。話說這個 BEC 閱讀的第一部分，普遍難度不是很大，可個別題目一旦含蓄起來，也是很難在文章中找到的的。第一題，通過將同樣的假日出售給不同收入層次的客戶是有風(fēng)險的。這題的夠隱晦的，而且不是特別的對應(yīng)。是 B 段開頭的一段話。說該不該將多余的假期打折，是一個有爭議的點。這樣會導(dǎo)致一些注重的人被放在了 SunTours的一些更富裕的客

12、戶旁邊，從而將品牌給毀了。注重的（budget-conscious）和更富裕的（more affluent customers）是兩種不同的收入人群，也就是differente brackets，damaging the brand，毀壞了品牌，言下之意，這么做是有風(fēng)險的，即 runs a risk。第二題，說值得提供打折假期來增加預(yù)定的數(shù)量。是 A 段的這么一句：Towardsof the season, reducing the cost of holidays would attract last-minute customers, thus avoiding anysible loss

13、 on unfilledmodation and flights。減少假日的開銷可以吸引最后的客戶，從而避免空余的住宿和飛行帶來的損失。Unfilled題目中的 booking。modation，沒有被預(yù)定的住宿，對應(yīng)于第三題，如果想要增加回頭客，SunTours 需要它的市場策略。在 D 段，需要提煉：the company should considert brochureings。They encourage summer tourists to take nk-you letter to returning customers.先說公司應(yīng)游客去休另一個假期甚至可以用來給回頭客anoth

14、er break and can even be used to send a該考慮郵寄宣傳冊，接著說他們可以鼓勵暑發(fā)送感謝信。后面的句子整個說的就是如何 boost repeat customer，前面的 consider brochureings 是具體說明如何思考市場策略（reflect on marketing methods）第四題，說賣其他開發(fā)者忽略的地方的假期將會是一個不錯的點子。是 B 段的這么一句：SunTours is planning to sell higher-margin holidays to previously unmarketed destinations

15、forwhich demand is greatern supply。計劃出售先前沒被開發(fā)的地方的更高利潤的假期，在那里供不應(yīng)求。Unmarketed destination 也就是 oth做生意，但是是 a good idea。romoters have ignored。在供不應(yīng)求的地方第五題，過去 SunTours 曾采取過一些不利的方法。是 C 段的這么一句：SunTours wouldthen be able to change direction when things go wrong, as they inevitably do from time to time.事情做錯了的時候就可以轉(zhuǎn)變方向，正如它們有時不可避免的所做的一樣。也就是做錯過決定，也就是disadvantage。去曾第六題，在某些地方，SunTours 也以協(xié)商一些更有利的合同。是 B 段這么一句：It is likelytmodation providers in these emerging holiday destinations will be moreflexible when it comes to setting terms。這些新興假期市場上的住宿提供者在制定