营销策略+Marketing+Strategy

营销策略 Marketing Strategy

PART ONE

Questions 1—8

· Look at the statements below and the five extracts about advertising and promotion from an article.

· Which extract (A, B, C, D orE. does each statement (1—8) refer to

· For each statement (1—8), make one letter (A, B, C, D orE. on your Answer Sheet.

· You will need to use some of these letters more than once.

A. SMS marketing is marketing using a mobile phone. SMS stands for short message server, otherwise known as text messaging. In short SMS marketing is done using a mobile device to transfer marketing communication to interested consumers. It's an area that is gaining a great deal of interest by businesses both small and large.

B. In a perfect world, every brand would contain a variety of meanings, the better to speak to a variety of consumers. The trouble with stuffing the brand this way is that the meaning that works for one consumer can bewilder or antagonize the next. Building a brand with many meanings can sometimes fail spectacularly. Everyone creating popular culture is trying to solve this question.

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C. Marketing managers work with advertising and promotion managers to promote

the firm's or organization's products and services. With the help of lower level managers, including product development managers and market research managers, marketing managers estimate the demand for products and services offered by the firm and its competitors and identify potential markets for the firm's products.

D. Marketers should also be aware of the competition that they will face when pursuing a position at a media company. Typically, marketers must have a plethora of solid experience and a vast understanding of the media industry and the specific changes impacting the industry they are looking to work in.

E. Convergence has significantly blurred the lines between print, internet, television and radio. Messaging that used to be tailored for one outlet will now have to be adjusted for a wider audience. Further, the accessibility of the internet has created a very diverse

and global customer base.

1、 Marketers should already be familiar with how to communicate their messages across

a variety of mediums.

2、 Marketing managers also develop pricing strategies to help firms maximize profits and market share while ensuring that the firms' customers are satisfied.

3、 In collaboration with sales, product development, and other managers, they

monitor trends that indicate the need for new products and services and they oversee product development.

4、 In the United States alone 9 out of 10 people carry a mobile device according to research done by MobiThinking.

5、 So marketers should build their awareness of different cultures and respective sensitivities.

6、 Specifically we have something to learn from Hollywood, which I believe may serve us as

a kind of laboratory.

7、 At present, SMS marketing is considered to be one of the more direct and personal forms of marketing.

8、 So marketers have something to learn from non marketers.

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PART TWO

Questions 9—14

· Read the text about the Yao's career development in the U. S.

· Choose the best sentence to fill each of the gaps.

· For each gap (9—14), mark one letter (A-H) on your Answer Sheet.

· Do not use any letter more than once.

A. Let's start off by reviewing the formal definitions of each

B. All of these elements must not only work independently but they also must work together towards the bigger goal.

C. Advertising only equals one piece of the pie in the strategy

D. While both components are important they are very different

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E. Advertising is the largest expense of most marketing plans

F. Advertising can be defined as a way to publicize the information consumers need

G. After reading both of the definitions it is easy to understand how the difference can be confusing to the point

H. We can come a conclusion that all the elements are important for advertisers to note

Marketing vs. Advertising: What's the Difference

You will often find that many people confuse marketing with advertising or vice versa.

9 Knowing the difference and doing your market research can put your company on the path to substantial growth.

10 and then I'll go into the explanation of how marketing and advertising differ from one another:

Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

11 that people think of them as one-in-the same, so lets break it down a bit.

Advertising is a single component of the marketing process. It's the part that involves get ting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. 12 with public relations following in a close second and market research not falling far behind..

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The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. 13 14 Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.

PART THREE

Questions 15—20

· Read the following article on the reasons why customers don't buy from you.

· For each question (15—20) mark one letter (A, B, C orD. on your Answer Sheet for the answer you choose.

Are you spending time marketing your product, but still not selling as much as you would like The truth is consumers have needs and steps that they go through and that persuades them to buy. If your marketing is not meeting those requirements it is probably the reasons your product is not selling. As consumers we are not just persuaded by the "price" of a product, we are moved by the benefits of the product and what it can do for us; that's our reason for purchasing. If you are finding that you are having difficulty in selling your product you may want to consider the following reasons why consumers don't buy and evaluate how you can do better at marketing your products in a way that converts consumers into your customers. They are not aware of your product.

Consumers cannot purchase products they are not aware of. If you are marketing, but consumers still don't know about your product it may be time to evaluate why it's not working. Are you targeting the right market with your message Is your message reaching those that would have an interest in your product It's important to remember that the solution is not always more marketing, because the problem may lie with where you are marketing at, and what marketing vehicles you are using. They don't understand the benefits of your product. Consumers don't buy products solely based on price. Now, this does not mean that they don't factor in price, they do. Consumers buy based on the benefits your product brings them. If you asked your customers what the benefits of your product are, would they know This is important. Your marketing must be centered on the benefits for your product in order for consumers to take an interest in purchasing your product. Create a list of the top three benefits of your product and use those in your marketing message. They don't feel your product has perceived value. Consumers will not buy products that they perceive as having no value. Why should customers value your product You can use the benefits of your product to create a perceived value and it is that perceived value that helps in the sales of your product. If a customer cannot see value they will simply pass your product by. You must create that perceived value in your marketing message. They don't see how your product meets their needs.

We've talked about benefits and perceived value, now let's talk about needs. Do consumers know how your product meets their needs Does it make their life easier, save them time, and make them feel better What need does your product satisfy You have to tell consumers that, don't make them guess or come up with the answer on their own, tell them

and help educate them on why they need your product.

15、 Which is not one of the main reasons that the consumers do not buy your products

A. The consumers don't find the way to know your product.

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B. The practicability of the product is not obvious.

C. The product of other marketer has a more favorable price.

D. Consumers don't buy anything which they think is of no value.

16、 What do we learn about from the first paragraph

A. The consumers don't want to buy from you because you applied inappropriate ways in marketing the product.

B. It is the benefits of the product that attract the customers to pay for it.

C. A marketer should learn to summarize the reasons from the failure marketing.

D. Meeting the customers' requirements appears to be of most importance in marketing techniques.

17、 What does the author mean by saying "create a perceived value in your marketing message"

A. It means that you should create a seductive message about the product to attract the consumers' attention.

B. It refers to the benefits and requirements that consumers want from the product.《

C. It advises the marketers to use the benefits of your product to advertise.

D. It is the only way that the customers can see how your product meets their needs.

18、 Which is the essential concern that a customer buy a product

A. The customer really need it.

B. It has a perceived value.

C. It has a favorable price.

D. The benefit of it sounds good.

19、 A success product marketing is determined by ______.

A. where the consumers get them.

B. the way the consumers get them.

C. the sales volume in the different sales locations.

。

D. the awareness of your product.

20、 To convert consumers into your customers, you should

A. improve your marketing tools and strategies.

B. learn about the needs and requirements of the consumers.

C. pay more attention to the product itself, not the marketing.

D. take more into consideration rather than simply marketing.

PART FOUR

Questions 21—30

· Read the article below ab out the five W's of marketing.

· Choose the correct word to fill each gap from A, B, C or D.

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· For each question (21—30), mark one letter (A, B, C orD. on your Answer Sheet.

The Five W's of Marketing

You've heard of the Five W's: who, what, when, where, and why. They're the elements of information needed to get the full story, whether it's a journalist 21 a scandal, a detective investigating a crime, or a customer service representative trying to resolve a 22 There's even an old PR formula that uses the Five W's as a template for how to write a news release.

Most of the time it doesn't matter in what order the 23 is gathered, as long as all five W's are ultimately 24 The customer service rep's story may begin with who was offended, while the journalist may follow a lead based on what happened. The detective may start with where a crime was committed while details of who and what (not to mention when and why) are still 25 The Five W's are helpful in marketing planning as well. But unlike in other 26 the development of an effective marketing program requires that they be answered in a specific order: why, who, what, where, and when. The reasons may not be obvious, but by following this pathway you can avoid a great deal of confusion, trial and error, and blind 27 preserving

your company's precious time and 28

Many marketers instinctively begin with questions about what and where, as in "what" their advertising should say or "where" it should appear. That's what gets them into 29 To 30 their marketing efforts, think why, who, what, where, and when. The order makes all the difference.

21、 A. reporting B. uncovering C. exposing D. unmasking

22、 A. problem B. dispute C. complaint D. issue

23、 A. information B. statistics C. intelligence D. data

24、 A. introduced B. proposed C. addressed D. raised

25、 A. sketchy B. rough C. curt D. unshaped

26、 A. fields B. occupations C. industries D. professions

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27、 A. alleys B. paths C. valleys D. tunnels

28、 A. money B. efforts C. resources D. vigor

29、 A. dilemma B. trouble C. puzzle D. uncertainty

30、 A. improve B. perfect C. advance D. optimize

PART FIVE

Questions 31—40

· Read the article below about being different in your marketing.

· For each question 31—40, write one word in CAPITAL LETTERS on your Answer Sheet.

Dare to Be Different In Your Marketing

Do you want to attract the attention of 31 potential clients and customer Then

it's time to dare to be different. Over the last five years our marketing departments have become complacent. 32 than come up 33 new concepts, ideas, and marketing plans, we only revisit someone else's idea, 34 a few things and call it our own. Do you want to create buzz

35 your products and services Would you like people to take a look at 36 it is that you have to offer over your competitor If you answered yes to 37 of these questions then this year I dare you to be different. Develop new ideas, actually spend time brainstorming to firm up your own company's marketing message. Stop looking at what everyone else is doing. Quit comparing your creative ideas with others. It's 38 we learn that adopting the tactics and strategies of another company is just simply not 39 It's still important to do your re search regarding your competitors. However, it's more important to listen to the needs of prospects and current clients. When did it become ok to quit paying attention to our markets We want a quick fix, a fast campaign, an instaneous idea. Daring to be 40 doesn't have to be difficult, often enough it's as simple as getting back to the basics.

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PART SIX

Questions 41—52

· Read the text below from a report about brand management.

· In most lines (41—52), there is one extra word. It either is grammatically incorrect or does not fit in with the sense of the text. Some lines, however, are correct.

· If a line is correct, write CORRECT on your Answer Sheet.

· If there is an extra word in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet.

41、 Believe it or not, your company is already being facing just that type of situation. Oh, you may not

42、 have realized it, and if that's the case you probably haven't been responding as you should do.

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43、 The challenge you're facing, like the one above all, is complicated. It, too, has long term

44、 implications. It's also expensive, and it's public—very public. Worse, if you're

mishandling things, you're already damaging the health of your company. What is it It's your branding program.

45、 Don't roll up your eyes. Think about it. Companies often mismanage their brands

by neglect,

46、 and doing so harms their top lines, their bottom lines, and their prospects for long-term

47、 success. Just because someone else hasn't dropped a bombshell on you in a breathless phone

48、 call doesn't make it any less true. Like the subtle movement of the hands of a clock going, brand neglect happens slowly, almost imperceptibly, which makes it even more sinister.

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49、 What makes it so nonsensical is that your brand is the ultimate asset—or they should be. Your

50、 brand, unlike a building, inventory, or furniture, fixtures, and equipment, needs never depreciate.

51、 Quite on the contrary—brands can increase in value indefinitely as long as

they're well-managed.

52、 Consulting firm Interbrand estimates the market value of Coca-Cola ( KO)—not means the secret formula, not the factories, not the trucks, but the brand alone—to be more than $ 70 billion. The McDonald's (MCD. brand is worth more than $ 33 billion. Disney (DIS), $ 28 billion.

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答案:

PART ONE

1、D

2、C

3、C

4、A

5、E

6、B

7、A

8、B

PART TWO

9、 10、 11、 12、 13、 14、

PART THREE

15、C 16、C 17、D 18、A 19、D 20、D

PART FOUR

21、B 22、C 23、A 24、C 25、A 26、D 27、A 28、

C 29、B 30、D

PART FIVE

31、MORE 32、RATHER 33、WITH 34、CHANGE 35、ABOUT 36、WHAT 37、EITHER 38、TIME 39、ENOUGH 40、DIFFERENT

PART SIX

41、BEING 42、DO 43、ALL 44、CORRECT 45、UP 46、CORRECT 47、ELSE 48、GOING 49、THEY 50、CORRECT 51、ON 52、MEANS