【PTE学术干货】最新高频Writing Essay独家解析（一：Advertisement）,笔果英语微信公众号文章

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考试真题

Should marketing for consumer goods companies like clothing and food focus on reputation or on short term strategies like discount and special offers?

题目分析

•这篇题目是一篇PTE写作老题，为典型的议论文，考察学生的辩证性思维

•紧密围绕题目中三个关键词 marketing for consumer goods companies, reputation, short term strategies 论述才能在content上面获得满分

•本篇议论文分成A面：市场营销应该着重于企业声誉/ B面：市场营销应该着重于短期的促销手段

•以下例文框架建议大家用先抑后扬的写法，先肯定短期营销手段的好处，再转回自己的主要观点——企业声誉才是公司发展的长久之计

观点分析

A 面	· 短期促销手段能促进短期业绩提升，拓展企业知名度，是企业短期内获得巨大收益。
B 面	· 但是短期促销手段有时也会让消费者质疑产品的质量。 · 而专注于企业声誉可以建立品牌形象，培养消费者的忠诚度，和消费者建立长期的关系。

范文示例

Introduction

Thesis

statement

Promotion strategies are essential marketing tools for companies to attract customers and yield benefits, but building a good reputation is even more crucial for the long-term development of a business.

Body paragraph 1 Topic sentence	Admittedly, discount and special offers are effective ways to boost sales and increase the short-term revenue for companies.
Body paragraph 1 Further explanation	This is because consumers tend to be easily attracted by low-price products and meanwhile spread the information through word of mouth.

Body paragraph 2 Transitional sentence	However, it does not necessarily mean that companies should place their focus on these short-term strategies.
Body paragraph 2 Topic sentence 1	These promotion strategies also have negative impacts on a company’s reputation. - Customers may question the quality and authenticity of the products. - Companies may lose customer loyalty as they attract consumers by playing price games.
Body paragraph 2 Topic sentence 2	Moreover, building a good reputation is the key to the long-term prosperity of a business.

加分词汇

Word of mouth	口口相传
Brand building	树立品牌形象
Corporate culture	企业文化
Brand loyalty	品牌忠诚度
Commercial	商业广告
Reap benefits	收获利益
Compromise the quality of products	降低产品质量
Promote new products	促销新产品
Impulsive buying decision	冲动性消费
Strategic approach	战略手段
Target customers	目标客户群
Long term prosperity	长期繁荣发展
Boost sales	增加销售量
Marketing budget	营销预算
Marketing tool	营销手段
Marketing goal	营销目标