11_exercises_for_students

Lesson 11 The Promotional Mix
I.True or false?
1.The “push” strategy is done by appealing directly to the end user, who is attracted to buy the
product, whereas the “pull” strategy is done by persuading wholesale and retail vendors to carry the product to the end user.
2.One of the objectives of promotion is to encourage a particular market segment to associate
the item with their own values and interests.
3.The promotional mix refers to the combination of advertising, personal selling, publicity and
sales promotion.
4.Advertising is also used to communicate with such businesses as supermarkets and
bookstores.
5.The great advantage of publicity over other types of promotion is its ability to reach mass
audiences quickly at a low per-person cost.
6.Expensive and complicated products for limited number of buyers are dominantly promoted
by personal selling.
7.The media coverage of the visit to JC Penney paid by Prince Charles and Princess Diana is to
illustrate the benefits of good advertising.
8.Sales promotion is strictly defined as “those marketing activities that stimulate consumer
purchasing and dealer effectiveness”.
II.Translate the following sentences into English by using words and expressions listed in the brackets.
1. 新闻发布会上那位发言人遭到了连珠炮般的发问。

(be bombarded with)
2. 促销组合的目的无疑是激励人们去购买商品。

(no doubt; motivate)
3. 他在这场滑雪比赛中险胜对手。

(win a victory over)
4. 从进校的第一天起, 学校就要求学生遵守校规。

(conform to)
5. 老师告诉我我写的文章是全班最好的，这极大地增强了我的自尊心。

(a boost)
6. 那位警察当场抓获了小偷! (on the spot)
7. 这位发言人插进了几则幽默笑话,就把他的讲话拉长了。

(pad out)
8. 我用我的手表换了一顿饭吃。

(bargain for)
9. 他绝对有义务完成这项任务。

(under an obligation)
10. 这个讲演是专为企业领袖们量身定做的。

III.III. Translate the following sentences from the text into Chinese:
1.Although it is no guarantee of success, promotion does have a profound impact on
a product’s performance in the marketplace.
2.Although the term is defined in many ways, it is basically persuasive
communication that motivates people to buy whatever an organization is selling --- goods, services, or ideas.
3.Anyone living in the modern world, bombarded by advertising, no doubt has
opinions about advertising in general and the merits of particular messages.
4.In an advertisement, the company can say whatever it chooses to say, as long as it
stays within the boundaries of the law and conforms to the moral and ethical
standards of the advertising medium and trade associations.
5.Of course, publicity may be negative as well as positive.
6.The visit by Prince Charles and Princess Diana lured an estimated 10 000
potential customers to the store’s parking lot and gave the com pany image a
powerful boost.
7.Sales promotion efforts aimed at inducing distributors or retailers to push a
producer’s products are known as trade promotions.
8.The usual lure is a discount on the price of the merchandise --- a trade allowance
--- which enables the distributor or retailer to pass on a price cut to the ultimate consumer and at the same time earn a higher profit margin on the item.
9.One of the best promotional tools for many industrial products is the trade show, a
gathering where producers display their wares to potential buyers.
10. It often turns out that promotions like these have the intended effect, despite their
cost: They encourage consumers to buy.。