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What does Dilip Dutta think language skills can do？
A．Improve your relation with your partner.
B．Help settle international conflicts.
C．Remove barriers in negotiations.
D．Increase trading opportunities.
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38 What does Dilip Dutta think language skills can do？
A Improve your relation with your partner.
B Help settle international conflicts.
C Remove barriers in negotiations.
D Increase trading opportunities
The Holiday Company (HC) currently offers travel agency services by giving travel advice and making travel bookings for customers who physically visit the offices located in most major towns in the country. However, it is progressively reducing this part of the business while simultaneously trying to achieve a greater proportion of its revenue online.
To help meet this objective, HC is in the process of forming a new business unit to market and sell luxury holidays. The holiday product range marketed by this new business unit will be named Inspirations. It is intended that Inspirations will provide a high quality, bespoke holiday service for discerning clients. HC has decided that this new business unit will have its own mission statement of ‘delivering a high quality service for discerning travellers’. The new managing director of Inspirations has stated that it has an objective of achieving annual revenue of $100m by 2018. This would be approximately 25% of the total forecast revenue for HC that year, but it is expected to represent only about 5% of the total number of holidays sold by HC. The type of holidays offered by Inspirations is already provided by some of HC’s competitors.
Dilip Kharel, the new director of marketing of Inspirations, has stated that the internet should be increasingly used as the main source of marketing and selling the holidays, as ‘the days are almost gone when families visit a ‘high street’ travel agency to plan their holiday; it’s all done now from the comfort of the home’. He believes that potential customers of Inspirations will not want to visit high street travel agencies.
HC currently makes extensive use of traditional marketing techniques, sending out travel brochures containing all of its holidays to potential customers. However, as Dilip has recognised, ‘the problem is that we don’t even know if our customers bother opening these, or if they put them directly into the dustbin.’ These brochures are often produced months in advance, and may advertise holidays which are no longer available. Customers will not discover this until they visit one of the travel agents. The company currently does make some use of targeted emails, but it has been accused of sending spam mail in the past and mass mailing a weekly email of all current holiday offers to everyone registered on its database.
Dilip is keen to embrace the opportunities offered by electronic marketing and believes that Inspirations can benefit greatly by exploiting the principles of intelligence, individualisation, interactivity, integration and independence of location which are central to electronic marketing.
Inspirations will offer holidays in a wide variety of locations, including the Caribbean, Africa and Asia, and plan to offer ‘themed’ trips, such as gourmet food holidays and heritage trips. Different countries may have different requirements for visiting tourists, such as visa regulations. Inspirations does not own hotels or aircraft and therefore the majority of holidays offered will be provided by third-party suppliers, such as hotel and airline companies. This means that Inspirations can lack control over some elements such as passenger taxes. Inspirations will have representatives on site in all resorts to meet guests at airports and to address any issues they have with the holiday. However, the hotels and excursions will not be solely or exclusively offered to Inspirations guests. For example, there will be other guests at a hotel who have not booked through Inspirations.
Dilip is concerned about this. He feels that the company needs to be able to differentiate itself, either in the overall holiday experience itself or in the marketing of it, so that customers are more likely to book such holidays through Inspirations, rather than through a competitor, or indeed through booking with the hotel directly. He also recognises the importance of adopting an appropriate pricing strategy which meets the needs of the organisation (HC and Inspirations) and customers alike.
Required:
(a) Evaluate how the principles of intelligence, individualisation, interactivity, integration and independence of location could be exploited when marketing the new range of holidays to be offered by Inspirations. (15 marks)
Dilip Kharel recognises the importance of a pricing strategy which supports the overall corporate and business strategies of the organisation.
Required:
(b) Describe a strategic approach to establishing prices in the context of Inspirations. You should recognise both economic and non-economic factors in your approach. (10 marks)
第二篇
Declining Interest in Developing Foreign Language Skills
Australians' foreign language skills are declining, Voice of America has reported. New figures show that only 13 percent of high school graduates can speak a foreign language. But four decades ago, 40 percent had foreign language skills.
Professor Elise Tipton, from the University of Sydney, says increasingly students do not feel the need to learn another language to boost their career. She believes that Australia's economic boom, which is driven by red-hot demand for its minerals, is helping mask serious deficiencies (缺陷) in its language skills
Australia does business very successfully in English with most of its trading partners. But as the world's economic power shifts to emerging regions such as Asia, its language gap could soon be exposed. According to the new figures, less than 6.5 percent of high school graduates are proficient in an Asian language. Academics worry that this means Australia will increasingly be isolated from its economically important Asian neighbors. Dilip Dutta, from the economics and business faculty at Sydney University, says language skills can enhance trading opportunities. If Australians want to trade with Asian countries, it is very important for them to learn the language that will help them to get closer to the culture.
But students have different opinions about Asian language learning. Pippa
McCowage, a 22-year-old Australian student, says many young Australians have a half-hearted approach to foreign languages, and the language curriculum is often weak. "While we're encouraged in high school to learn another language, it's not really apparent to me as a realistic expectation that you will have to speak it," said McCowage. "For example, I learned Japanese in high school. When I went on an exchange in Year 10, I found that the Japanese students of my age had a much greater proficiency in English than I did in Japanese. So in that sense, it almost discourages you."
At present, about 70 percent of Australia's major exports go to Asia and the
Australian government has been keen on developing closer economic and diplomatic ties with Asia. Academics say that, as Asia becomes one of the world's economic
powerhouses (经济体), Australia needs to improve its language skills if it is to take full advantage of the business opportunities on its doorstep.
36 What percentage of high school graduates were proficient in foreign languages forty years ago？
A 70 percent.
B 13 percent,
C 40 percent
D 6.5 percent.
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