1. To find out how much holidays cost, you should press button(点击选项答题)
2. Travelite currently offer walking holidays
A only in Western Europe
B all over Europe
C outside Europe
3. The walks offered by Travelite
A cater for a range of walking abilities
B are planned by guides from the local area
C are for people with good fitness levels
4. On Travelite holidays, people holidaying alone pay
A the same as other clients
B only a little more than other clients
C extra only if they stay in a large room
1.What’s the lecture mainly about?
A Two contradicting theories of an unusual method of marketing
B A method of businesses to learn about the needs of their customers
C A method managers use to sustain good public relations
D The comparison of two methods to attract more customers
2.According to the discussion, what is a potential drawback of MBWA?
A MBWA only provides information about the opinions of a small number of people.
B It may annoy customers by asking too personal questions.
C Managers may find it to be too trivial.
D The data got from MBWA can be questionable.
3.What does the professor say about the relationship between WBWA and market research?
A MBWA is a refined version of traditional market research techniques.
B Market research information is more valuable than information from MBWA.
C Business managers should replace market research with MBWA.
D Information provided by MBWA complement information collected from market research.
4.Why does the profession mention“with that in mind”?
A The professor wants the students to remember carefully what she has mentioned in last class about market research.
B The professor wants to connect what she is going to introduce with what she has taught before.
C The professor wants the students to listen rather than take down notes for the approaching final test.
D The professor wants the students to guess what she is going to talk about.
5 What can be inferred about Dortans’ when the professor say……？
A She thinks Dortans’ should have adopted MBWA much earlier.
B She doesn’t believe Dortans’ can use MBWA well.
C She thinks Dortans’ should be a very traditional company.
D She indicates that Dortans’ may later go beyond the business of soups.
A key aspect of running a successful business is getting a good sense of what the customers actually want and how they perceive the product. For that purpose, a new method called MBWA is increasingly adopted by various companies. MBWA stands for managing by wandering around.
Basically, the idea is that business owners or business managers just go out and actually talk to their customers, and learn more about how well the business is serving their needs, and try to see what the customers experience. It turns out to be a great way for the management to discover how their product is perceived, what its strengths and weaknesses are, and how they can improve it.
Dortans, a company that makes soup and canned vegetables, had its top executives walk around supermarkets, asking shoppers what they thought of Dortans’ soups and used that data to make changes to the company's product. When Dortans of all the companies, embraces something as radical as MBWA, it really shows how popular the theory has become.
But are companies so blind as to base their decisions merely on information from a small sample of people? Isn’t large scale market research safer in getting data on a lot of people? Admittedly, MBWA is nothing like a replacement for other methods of customer research. When market research data can give a good idea of the big picture, MBWA fills in the blanks, getting a good underground sense of how well products are used and how people need to respond to them.
Good business managers will be very careful about these small numbers of opinions, but they fear more to become out of touch with what their customers really want and need. Surveys and market research stuff can only tell businesses so much about what the customers actually want in their day-to-day lives. Managing by wandering around, on the other hand, gives them a good sense of customers’ specific needs for the products. So when using combination, MBWA and market research can be very powerful tools.
Besides, MBWA can also be used inside a company when managers want to have a clearer idea about employee satisfaction. The emphasis is on the word wandering as an unplanned movement within a workplace, rather than a plan where employees expect a visit from managers at more systematic, pre-approved or scheduled times. The expected benefit is that a manager, by random sampling of events or employee discussions, is more likely to facilitate improvements to the morale, sense of organizational purpose, productivity and total quality management of the organization,
5 What can be the best title for this passage?
A Giving customers what they need
B Letting out the message in an easy way
C Knowing your company from inside out
D Getting the message in the filed
4 According to Paragraph 1, why is MBWA increasingly popular among companies?
A It can give managers a good chance to go out.
B It is a good way to show that the company is radical
C It can show companies what customers want and how they feel.
D It is the key to open new markets for unknown companies.
3 why can not market research be replaced by MBWA?
A Managers are too used to the traditional way.
B Managers fear to get out of touch with customers.
C Market research offers an overall idea of customers.
D Market research can be combined with other powerful tools.
2 why is wandering better than a plan to access employees?
A Because the emphasis of the company is wandering about.
B Because employees do not expect visits from managers.
C Because random samples can be more helpful than routine reports.
D Because wandering improves working morale and organizational senses.
1 What’s the purpose of last paragraph in the larger context?
A To illustrate the idea that MBWA is a stronger tool than market research.
B To further the discussion of MBWA’s difference with market research.
C To stress that the true purpose of MBWA is not for customers, but for employees.
D To refute the limited statement of MBWA in Paragraph 1.