雅思备考练习提升Internal Market 更新Word文档下载推荐.docx
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Whyisinternalmarketingsoimportant?
First,becauseit'
sthebestwaytohelpemployeesmakeapowerfulemotionalconnectiontotheproductsandservicesyousell.Withoutthatconnection,employeesarelikelytounderminetheexpectationssetbyyouradvertising.Insomecases,thisisbecausetheysimplydon'
tunderstandwhatyouhavepromisedthepublic,sotheyendupworkingatcross-purposes.Inothercases,itmaybetheydon'
tactuallybelieveinthebrandandfeeldisengagedor,worse,hostiletowardthecompany.We'
vefoundthatwhenpeoplecareaboutandbelieveinthebrand,they'
remotivatedtoworkharderandtheirloyaltytothecompanyincreases.Employeesareunitedandinspiredbyacommonsenseofpurposeandidentity.
Unfortunately,inmostcompanies,internalmarketingisdonepoorly,ifatall.Whileexecutivesrecognisetheneedtokeeppeopleinformedaboutthecompany'
sstrategyanddirection,fewunderstandtheneedtoconvinceemployeesofthebrand'
spower-theytakeitasagiven.
Employeesneedtohearthesamemessagesthatyousendouttothemarketplace.Atmostcompanies,however,internalandexternalcommunicationsareoftenmismatched.Thiscanbeveryconfusing,anditthreatensemployees'
perceptionsofthecompany'
sintegrity:
Theyaretoldonethingbymanagementbutobservethatadifferentmessageisbeingsenttothepublic.Onehealthinsurancecompany,forinstance,advertisedthatthewelfareofpatientswasthecompany'
snumberonepriority,whileemployeesweretoldthattheirmaingoalwastoincreasethevalueoftheirstockoptionsthroughcostreductions.Andonemajorfinancialservicesinstitutiontoldcustomersthatitwasmakingamajorshiftinfocusfrombeingafinancialretailertoafinancialadviser,but,ayearlater,researchshowedthatthecustomerexperiencewiththecompanyhadnotchanged.Itturnedoutthatcompanyleadershadnotmadeanefforttosellthechangeinternally,soemployeeswerestillchurningouttransactionsandhadn'
tchangedtheirbehaviortomatchtheirnewadviserrole.
Enablingemployeestodeliveroncustomerexpectationsisimportant,ofcourse,butit'
snottheonlyreasonacompanyneedstomatchinternalandexternalmessages.Anotherreasonistohelppushthecompanytoachievegoalsthatmightotherwisebeoutofreach.In1997,whenIBMlauncheditse-businesscampaign(whichiswidelycreditedforturningaroundthecompany'
simage),itchosetoignoreresearchthatsuggestedconsumerswereunpreparedtoembraceIBMasaleaderine-business.Althoughtotheoutsideworldthislookedlikeanexternalmarketingeffort,IBMwasalsousingthecampaigntoalignemployeesaroundtheideaoftheInternetasthefutureoftechnology.Theinternalcampaignchangedthewayemployeesthoughtabouteverythingtheydid,fromhowtheynamedproductstohowtheyorganisedstafftohowtheyapproachedselling.Thecampaignwassuccessfullargelybecauseitgaveemployeesasenseofdirectionandpurpose,whichinturnrestoredtheirconfidenceinIBM'
sabilitytopredictthefutureandleadthetechnologyindustry.Today,researchshowsthatpeoplearefourtimesmorelikelytoassociatetheterm"
e-business"
withIBMthanwithitsnearestcompetitor.
Perhapsevenmoreimportant,bytakingemployeesintoaccount,acompanycanavoidcreatingamessagethatdoesn'
tresonatewithstaffor,worse,onethatbuildsresentment.In1996,UnitedAirlinesshelvedits"
ComeFlytheFriendlySkies"
sloganwhenpresentedwithasurveythatrevealedthedepthofcustomerresentmenttowardtheairlineindustry.Inanefforttoownuptotheindustry'
sshortcomings,Unitedlaunchedanewcampaign,"
Rising,"
inwhichitsoughttodifferentiateitselfbyacknowledgingpoorserviceandpromisingincrementalimprovementssuchasbettermeals.Whilethiswasalogicalpremiseforthecampaigngiventhetenorofthetimes,acampaignfocusingoncustomers'
distasteforflyingwasdeeplydiscouragingtothestaff.EmployeeresentmentultimatelymadeitimpossibleforUnitedtodelivertheimprovementsitwaspromising,whichinturnunderminedthe"
Rising"
pledge.Threeyearslater,Uniteddecidedemployeeoppositionwasunderminingitssuccessandpulledthecampaign.Ithassincemovedtoamoreinclusivebrandmessagewiththeline"
United,"
whichbothaudiencescanembrace.Here,afundamentalprincipleofadvertising-findandaddressacustomerconcern-failedUnitedbecauseitdidnotconsidertheinternalmarket.
Whenitcomestoexecution,themostcommonandeffectivewaytolinkinternalandexternalmarketingcampaignsistocreateexternaladvertisingthattargetsbothaudiences.IBMusedthistacticveryeffectivelywhenitlauncheditse-businesscampaign.Ittookoutaneight-pageadintheWallStreetJournaldeclaringitsnewvision,amessagedirectedatbothcustomersandinternalstakeholders.Thisisanexpensivewaytocaptureattention,butifusedsparingly,itisthemostpowerfulformofcommunication;
infact,youneeddoitonlyonceforeveryoneinthecompanytoreadit.There'
sasymbolicadvantageaswell.Suchatacticsignalsthatthecompanyistakingitspledgeveryseriously;
italsosignalstransparency-thesamemessagegoingouttobothaudiences.
Advertisingisn'
ttheonlywaytolinkinternalandexternalmarketing.AtNike,anumberof seniorexecutivesnowholdtheadditionaltitleof"
CorporateStoryteller."
Theydeliberatelyavoidstoriesoffinancialsuccessesandconcentrateonparablesof"
justdoingit,"
reflectingandreinforcingthecompany'
sadcampaigns.Onetale,forexample,recallshowlegendarycoachandNikecofounderBillBowerman,inanefforttobuildabettershoeforhisteam,pouredrubberintothefamilywaffleiron,givingbirthtotheprototypeofNike'
sfamousWaffleSole.Bytalkingaboutsuchinventivemoves,thecompanyhopestokeepthespiritofinnovationthatcharacterisesitsadcampaignsaliveandwellwithinthecompany.
Butwhiletheirmessagesmustbealigned,companiesmustalsokeepexternalpromisesalittleaheadofinternalrealities.Suchpromisesprovideincentivesforemployeesandgivethemsomethingtoliveupto.Inthe1980s,Fordturned"
QualityIsJob1"
fromaninternalrallyingcryintoaconsumersloganinresponsetothethreatfromcheaper,morereliableJapanesecars.Itdidsobeforetheclaimwasfullyjustified,butbyplacingitinthepublicarena,itgaveemployeesanincentivetomatchtheJapanese.Ifthepromiseispushedtoofarahead,however,itlosescredibility.WhenabeleagueredBritishRaillaunchedacampaignannouncingserviceimprovementsunderthebanner"
We'
reGettingThere,"
itdidsoprematurely.Bydrawingattentiontothegapbetweenthepromiseandthereality,itprompteddestructivepresscoverage.This,inturn,demoralisedstaff,whohadbeenlegitimatelyproudoftheserviceadvancestheyhadmade.
Questions27-32
Completeeachsentencewiththecorrectending,A-E,below.
Writethecorrectletter,A-E,inboxes27-32onyouranswersheet.
NBYoucanuseanylettermorethanonce.
27Ahealthcompany
28Afinancialinstitution
29Acomputercompany
30Anairline
31Asportshoecompany
32Arailwaycompany
Aalienateditsemployeesbyitsapologeticbrandingcampaign.
Battractednegativepublicitythroughitsadvertisingcampaign.
Cproducedconflictingimagebetweenitsemployeesandthegeneralpublic.
Dsuccessfullyusedanadvertisingcampaigntoinspireemployees.
Edrawsonthelegendsofthecompanyspirit.
Questions33-40
DothefollowingstatementsagreewiththeclaimsofthewriterinReadingPassage3?
Inboxes33-40onyouranswersheet,write
YESifthestatementagreeswiththeclaimsof'
thewriter
NOifthestatementcontradictswiththeclaimsofthewriter
NOTGIVENifitisimpossibletosaywhatthewriterthinksaboutthis
33Astrongconvictioninthebrandcancontributetohigherjobperformance.
34Itiscommonforcompaniestooverlookthenecessityforinternalcommunication.
35ConsumerswerereadytoviewIBMasaleaderine-businessbeforetheadvertisingcampaign.
36UnitedAirlines'
failureinitsbrandingcampaignwasduetothebadadviceofanadvertisementagency.
37UnitedAirlineseventuallyabolisheditscampaigntoboostimageastheresultofamarketresearch.
38ItisanexpensivemistakeforIBMtolaunchitsnewe-businesscampaign.
39Nikeemployeesclaimedthattheywereinspiredbytheircompanytales.
40Aslightdifferencebetweeninternalandexternalpromisescancreateasenseofpurpose.
显示答案
27.C
28.C
29.D
30.A
31.E
32.B
33.Yes
34.Yes
35.No
36.No
37.NotGiven
38.No
39.NotGiven
40.Yes
解题思路
27.该题对应文章第三段中间“Onehealthinsurancecompany,forinstance…”。
很明显可以看出这里所写的内容是一个例子,用以证明前一句的观点“Theyaretoldonethingbymanagementbutobservethatadifferentmessageisbeingsenttothepublic”。
所以正确答案为选项C“producedconflictingimagebetweenitsemployeesandthegeneralpublic”。
28.该题同样对应文章第三段中间“Andonemajorfinancialservicesinstitution…”。
很明显可以看出该题与前一道题所讲到的“healthinsurancecompany”一样都是为了说明观点“Theyaretoldonethingbymanagementbutobservethatadifferentmessageis