营销策略+Marketing+Strategy及答案解析.doc

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1、营销策略+Marketing+Strategy 及答案解析(总分：58.00，做题时间：90 分钟)一、PART ONE(总题数：1，分数：8.00)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 intereste

2、d consumers. Its 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

3、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.C. Marketing managers work with advertising and promotion managers to promote the firms or organizations products

4、 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 firms products.D. Marketers shoul

5、d 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

6、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.（分数：8.00）(1).Marketer

7、s should already be familiar with how to communicate their messages across a variety of mediums.（分数：1.00）A.B.C.D.E.(2).Marketing managers also develop pricing strategies to help firms maximize profits and market share while ensuring that the firms customers are satisfied.（分数：1.00）A.B.C.D.E.(3).In co

8、llaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and they oversee product development.（分数：1.00）A.B.C.D.E.(4).In the United States alone 9 out of 10 people carry a mobile device according to research done by Mobi

9、Thinking.（分数：1.00）A.B.C.D.E.(5).So marketers should build their awareness of different cultures and respective sensitivities.（分数：1.00）A.B.C.D.E.(6).Specifically we have something to learn from Hollywood, which I believe may serve us as a kind of laboratory.（分数：1.00）A.B.C.D.E.(7).At present, SMS mark

10、eting is considered to be one of the more direct and personal forms of marketing.（分数：1.00）A.B.C.D.E.(8).So marketers have something to learn from non marketers.（分数：1.00）A.B.C.D.E.二、PART TWO(总题数：1，分数：12.00)A. Lets start off by reviewing the formal definitions of eachB. All of these elements must not

11、only work independently but they also must work together towards the bigger goal.C. Advertising only equals one piece of the pie in the strategyD. While both components are important they are very differentE. Advertising is the largest expense of most marketing plansF. Advertising can be defined as

12、a way to publicize the information consumers needG. After reading both of the definitions it is easy to understand how the difference can be confusing to the pointH. We can come a conclusion that all the elements are important for advertisers to noteMarketing vs. Advertising: Whats the Difference?Yo

13、u 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 Ill go into the explanation of how marketing and advertising differ from one another:Adv

14、ertising: 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 act

15、ivities 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. Its the part that involves get ting the word

16、 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 In

17、ternet. (12) with public relations following in a close second and market research not falling far behindThe 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,

18、 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 b

19、etween company and consumer.（分数：12.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_三、PART THREE(总题数：1，分数：6.00)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. I

20、f 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; thats our reason for purchasing. If you are finding th

21、at you are having difficulty in selling your product you may want to consider the following reasons why consumers dont 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

22、products they are not aware of. If you are marketing, but consumers still dont know about your product it may be time to evaluate why its not working. Are you targeting the right market with your message? Is your message reaching those that would have an interest in your product? Its important to re

23、member 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 dont understand the benefits of your product. Consumers dont buy products solely based on price. Now, this does not mean that they dont

24、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 i

25、n purchasing your product. Create a list of the top three benefits of your product and use those in your marketing message. They dont 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

26、 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 dont see how your product meets the

27、ir needs.Weve talked about benefits and perceived value, now lets 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, dont make them gu

28、ess or come up with the answer on their own, tell them and help educate them on why they need your product.（分数：6.00）(1).Which is not one of the main reasons that the consumers do not buy your products?A. The consumers dont find the way to know your product.B. The practicability of the product is not

29、 obvious.C. The product of other marketer has a more favorable price.D. Consumers dont buy anything which they think is of no value.（分数：1.00）A.B.C.D.(2).What do we learn about from the first paragraph?A. The consumers dont want to buy from you because you applied inappropriate ways in marketing the

30、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.（分数：1.00）A.B.C.D.(3).What does the autho

31、r 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

32、 benefits of your product to advertise.D. It is the only way that the customers can see how your product meets their needs.（分数：1.00）A.B.C.D.(4).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 b

33、enefit of it sounds good.（分数：1.00）A.B.C.D.(5).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.（分数：1.00）A.B.C.D.(6).To convert consumers into your cus

34、tomers, you shouldA. 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.（分数：1.00）A.B.C.D.四、PART FOUR(总题数：1，分数：10.00)The Five

35、 Ws of MarketingYouve heard of the Five Ws: who, what, when, where, and why. Theyre the elements of information needed to get the full story, whether its a journalist (21) a scandal, a detective investigating a crime, or a customer service representative trying to resolve a (22) Theres even an old P

36、R formula that uses the Five Ws as a template for how to write a news release.Most of the time it doesnt matter in what order the (23) is gathered, as long as all five Ws are ultimately (24) The customer service reps story may begin with who was offended, while the journalist may follow a lead based

37、 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 Ws are helpful in marketing planning as well. But unlike in other (26) the development of an effective marketing program requires that they

38、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 companys precious time and (28)Many marketers instinctively begin with questions ab

39、out what and where, as in “what“ their advertising should say or “where“ it should appear. Thats what gets them into (29) To (30) their marketing efforts, think why, who, what, where, and when. The order makes all the difference.（分数：10.00）(1).A. reporting B. uncovering C. exposing D. unmasking（分数：1.

40、00）A.B.C.D.(2).A. problem B. dispute C. complaint D. issue（分数：1.00）A.B.C.D.(3).A. information B. statistics C. intelligence D. data（分数：1.00）A.B.C.D.(4).A. introduced B. proposed C. addressed D. raised（分数：1.00）A.B.C.D.(5).A. sketchy B. rough C. curt D. unshaped（分数：1.00）A.B.C.D.(6).A. fields B. occupa

41、tions C. industries D. professions（分数：1.00）A.B.C.D.(7).A. alleys B. paths C. valleys D. tunnels（分数：1.00）A.B.C.D.(8).A. money B. efforts C. resources D. vigor（分数：1.00）A.B.C.D.(9).A. dilemma B. trouble C. puzzle D. uncertainty（分数：1.00）A.B.C.D.(10).A. improve B. perfect C. advance D. optimize（分数：1.00）A

42、.B.C.D.五、PART FIVE(总题数：1，分数：10.00)Dare to Be Different In Your MarketingDo you want to attract the attention of (31) potential clients and customer? Then its time to dare to be different. Over the last five years our marketing departments have become complacent. (32) than come up (33) new concepts,

43、ideas, and marketing plans, we only revisit someone elses 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 ques

44、tions then this year I dare you to be different. Develop new ideas, actually spend time brainstorming to firm up your own companys marketing message. Stop looking at what everyone else is doing. Quit comparing your creative ideas with others. Its (38) we learn that adopting the tactics and strategie

45、s of another company is just simply not (39) Its still important to do your re search regarding your competitors. However, its 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,

46、an instaneous idea. Daring to be (40) doesnt have to be difficult, often enough its as simple as getting back to the basics.（分数：10.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_六、PART SIX(总题数：12，分数：12.00)1.Believe it or not, your company is already being facing just that t

47、ype of situation. Oh, you may not（分数：1.00）填空项 1:_2.have realized it, and if thats the case you probably havent been responding as you should do.（分数：1.00）填空项 1:_3.The challenge youre facing, like the one above all, is complicated. It, too, has long term（分数：1.00）填空项 1:_4.implications. Its also expensi

48、ve, and its publicvery public. Worse, if youre mishandling things, youre already damaging the health of your company. What is it? Its your branding program.（分数：1.00）填空项 1:_5.Dont roll up your eyes. Think about it. Companies often mismanage their brands by neglect,（分数：1.00）填空项 1:_6.and doing so harms their top lines, their bottom lines, and their prospects for long-term（分数：1.00）填空项 1:_7.success. Just because someone else hasnt dropped a bombshell on you in a