用户名: 密码: 验证码:    注册 | 忘记密码?
首页|听力资源|每日听力|网络电台|在线词典|听力论坛|下载频道|部落家园|在线背单词|双语阅读|在线听写|普特网校

天下没有免费的午餐 Getting something for nothing

2017-07-24    来源:BBC    【      美国外教 在线口语培训

没有人不喜欢拿免费的东西,但俗话说,天下没有免费的午餐——在接过赠品的同时,我们其实也付出了相应的“代价”。这期节目探讨在哪些地方最有可能拿到免费的小样,还会为大家介绍商家以激励顾客消费为目的的常用营销策略。来收听本集 《随身英语》吧,这说不定会是BBC英语教学发放的最好的赠品!

课文内容

Vocabulary: marketing 词汇: 营销

Everybody likes to get a freebie – something given to you to try for free. On my commute to work today I was offered a complimentary sample of washing powder and a bottle of new mineral water. Lucky me eh? Well it's not necessarily down to luck – where you can grab a freebie depends on a number of factors.

For businesses, giving out something for nothing is an important marketing technique. We might not give it much thought but they are keen to see our reaction and hear our feedback and ultimately make us buy more.  But who they hear from is very crucial. They want to target the so-called trendsetters and influencers, in the hope that they will speak positively about the product and then sell more.

In the UK, the makers of an upmarket popcorn brand gave out free packets at London's Fashion Week to create a buzz about their product by fashionable people. A spokesman said  "It's less about immediate increase in sales, and more about getting our product in the hands of people who will excitedly and personally engage in our brand and story."

Living in a capital city certainly improves your chances of getting a freebie. Not only is the population larger but these places are often considered the trendsetter for retail purchases. So if you live in London, Paris or Beijing you'll probably see a new promotional campaign launched there first. The hope is that the fashionable city dwellers will try and like the new item and endorse it on social media. Eventually everyone around the country will know about it.

随身英语

How businesses give away freebies is also of interest. According to behavioural economist Enrico Trevisan, they have three different approaches: "future selling, cross-selling and up-selling". The first is about giving something away assuming we will like it and buy more later. "With cross-selling, the company tries to gain new clients through an entrance product, with the intention of selling them additional products during their life cycle" and 'up-selling' happens when a basic version is given away for free but charges a client for more advanced and complete versions. Maybe you've experienced one of these approaches?

Of course a freebie is not actually free – someone has to pay for it and this usually comes from a firm's marketing budget which is funded by the products we buy – so the expression 'there's no such thing as a free lunch' could be true!

词汇表

a freebie 赠品,免费品
complimentary (公司)免费赠送的
marketing 销售,营销
feedback 反馈意见
trendsetter 引领潮流的人
influencer (营销)具有影响力的人
upmarket 高档的,高端的
brand 品牌
create a buzz 制造话题
engage in 参与到……中
retail 零售
promotional campaign 促销推广活动
endorse 宣传,推荐(产品)
future selling 远期销售
cross-selling 交叉销售
up-selling 追加销售
client 客户
budget 预算
'there's no such thing as a free lunch' “天下没有免费的午餐”,即世上没有不劳而获的事情

测验与练习


1. 阅读课文并回答问题。

1. What did the makers of a popcorn brand want to achieve by giving free samples to people at The London Fashion Show?

2. How do businesses think consumers will spread the word about new products?

3. True or false: Future selling is a technique that gives away free products in the hope that people will buy more advanced versions later on.

4.Who pays for the freebies that are given out?

5. Name something a business wants to know from us when they give us a freebie.

2. 请你在不参考课文的情况下完成下列练习。选择一个意思合适的单词填入句子的空格处。

1. Helen doesn't like the phone I got her. She is loyal to one ______ and won't use anything else!

brands        brand        branded        branding

2. My brother is a ______. Whatever he decides to wear, his friends copy him.

freebie        client        trendsetter        cross seller

3. The airport has an impressive business lounge, with free drinks and ______ wi-fi.

retail        budget        complimentary        promotional

4. My new business is doing well – I already have over a hundred ________ on my database.

clients        client        cliants        clienters

5. I knew the salesman was ________. He gave me a free computer game but he'll want me to buy the one with better graphics later.

cross selling        future selling        free selling        up-selling

答案


1. 阅读课文并回答问题。

1. What did the makers of a popcorn brand want to achieve by giving free samples to people at The London Fashion Show?
They gave out free packets at London's Fashion Week to create a buzz about their product by fashionable people.

2. How do businesses think consumers will spread the word about new products?
The hope is that the fashionable city dwellers will try and like the new item and tell people about it on social media.

3. True or false: Future selling is a technique that gives away free products in the hope that people will buy more advanced versions later on.
False. Future selling is about giving something away assuming people will like it and buy more later.

4. Who pays for the freebies that are given out?
We do. The money comes from a firm's marketing budget which is funded by the products we buy.

5. Name something a business wants to know from us when they give us a freebie.
They are keen to see our reaction and hear our feedback

2. 请你在不参考课文的情况下完成下列练习。选择一个意思合适的单词填入句子的空格处。

1. Helen doesn't like the phone I got her. She is loyal to one brand and won't use anything else!

2. My brother is a trendsetter. Whatever he decides to wear his friends copy him.

3. The airport has an impressive business lounge, with free drinks and complimentary wi-fi.

4. My new business is doing well – I already have over a hundred clients on my database.

5. I knew the salesman was up-selling. He gave me a free computer game but he'll want me to buy the one with better graphics later.





 

英语听力能力,是每个英语学习者的必备能力。英语训练的过程其实是一个基于记忆的特殊技能训练的过程。那么如何让听力水平有质的飞跃?小编为大家推荐的是普特英语听力网出版过的被数万人追捧的两本书《听力元素》《听力策略》

听力教材
听力元素听力策略
本书听力训练方法主要是由听写对照译背三部分组成。其原理是用听写强化耳音和头脑反应之间的联系,通过听写提高辨音能力,通过译背来强化自己的语言能力。

《听力元素》侧重攻破各种听力考试《听力策略》侧重交际和现实听力
听力教材购买二维码
识别二维码即可购买 76元两本书包邮
普特淘宝店

购买链接:http://detail.youzan.com/show/goods?alias=3esw03151f651&v2/goods/3esw03151f651



 



顶一下
(0)
0%
踩一下
(0)
0%
手机上普特 m.putclub.com 手机上普特
[责任编辑:wenjie]
------分隔线----------------------------
发表评论 查看所有评论
请自觉遵守互联网政策法规,严禁发布色情、暴力、反动的言论。
评价:
表情:
用户名: 密码: 验证码:
  • 推荐文章
  • 资料下载
  • 讲座录音
普特英语手机网站
用手机浏览器输入m.putclub.com进入普特手机网站学习
查看更多手机学习APP>>