【正文】 biggest challenge was to secure financial backing. First they contacted numerous venture capitalists, but from theresponse of the few that would even talk to them, they realized they would get nowhere until they had spelt out in detail how they intended to turn their concept into reality. So the next step was to work with a group of startup consultants, to devise a business plan making their expected revenue streams more precise.B SUREKSue and Derek?s plan was to sell clothes over the internet. After a shaky start, leadingto serious cash flow problems, which meant they occasionally had little to live on,they realised they would have to advertise much more seriously: on the internet, they used online marketing tools to the full to produce increases in traffic, and bined this with intensive publicity outside the internet. Within six months they had built a large customer database, at which stage it was necessary to begin looking for capital to build the business.C WONDERWEBTwo senior advertising executives, frustrated with the pace of change in an industrythey felt was failing to take advantage of new media, Sally and Sue were keen to translate their advertising and marketing skills into an online environment. To their surprise, they found that many websites seemed to have been developed without taking any account of users? needs. Sure that the opportunity was ripe for a business with a strong marketing proposition, they started offering marketing services to other small online businesses.D SUPERGIFTSMichael and Tony set up a pany to sell upmarket gifts, such as glassware andporcelain, online. The niche market they have identified is professional and affluent, a group which their research revealed is increasingly internet literate, is looking for exceptional goods at the right price and has high service expectations. A lowlevel marketing campaign generated more than 2000 customers, with a highvalue average order. The entire system from web order to delivery is proving to be highly successful, with all orders being fulfilled within the advertised five days without any returns or breakages.EABBIE’SThe first phases of the pany?s growth have been funded through a mix of personal investment, foregone salaries and bank overdraft. The next phase will be crucial. Their biggest challenge will be to distinguish themselves from a plethora of petitive sites, most of which are spending far more than they are. To stand out from the crowd, Paul and Abbie are working to target and reach their audience better, and generate higher sales, but of necessity without increasing their budget. The pany?s total marketing vision will be the key to success.PART TWO Questions 914? Read the article below about consumers? attitudes to goods described as premium.? Choose the best sentence from the opposite page to fill each of the gaps.? For each gap (914), mark one letter (AH) on your Answer Sheet.? Do not use any letter more than once.? There is an example at the beginning, (0).Shoppers wary of 39。premium’ goodsOne of the marketing industry?s favourite terms is ‘premium? — usually taken to mean ?luxury? or ?top quality?. The idealis to create a premium car, wristwatch or perfume — something that appears to transcend the ordinary. (0) HHowever, manufacturers should take note of a recent survey of shoppers? attitudes to socalled premium goods. (9) In fact, the tag seems to have bee devalued by overuse. Consumers of allsocioeconomic backgrounds are very keen to buy the best but not all product categories lend themselves to a premiumstatus. ‘Premium? can be used in anycategory where image is paramount, andthat includes cars, toiletries, clothes and electronics. (10) Banking and insurance are typical of this second group.More than 70 per cent of consumers interviewed in the survey said that a premium tag on everyday items such as coffee or soap is an excuse to chargeextra for products that don?t always haveextra benefits. (11) The prevalenceof such a suspicious attitude makes life hard for the marketers.While the word ?luxury? had a clear and definable meaning among respondents — most related it to cars — ?premium? was found to be harder to define. Oddly, theonly category apart from cars where?premium? was understood to mean something specific was bread. (12) .Several respondents said they would never pay much for a standard sliced loaf but on special occasions would happily pay double for something that qualifies as a treat.Packaging was found to be an important factor in charging extra for premium products, with sophisticated design enabling toiletries, electronics or food items to sell for far more. Shoppers are willing to pay extra for sometl1ing that has had thought put into its outward appearance. (13) Yet the knowledge has no impact on their choice.The profit margin on premiumpriced toiletries and beauty items can be as much as 300400 per cent — and inexcess of 500 per cent for hiH and otherelectronic goods. (14) . In a crowded marketplace such as cars or mobiles, it?s far more difficult to achieve thistransformation than you might think.Example: 0A B C D E F G HA The term is less effective, however, in areas where style and fashion play a smaller role.B The product hidden behind this attractive exterior may be exactly the same as an item selling for half the price, and shoppers may be quite aware of this.C The results suggest that the term 39。 as (39) ........ as having a track record of coaching others. In return, an excellent salary and benefits package is (40) ........ offer: The successful applicant will have the advantage of outstandingopportunities for personal development and advancement.PART SIX Questions 4152