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