营销策略+Marketing+Strategy.docx

营销策略+Marketing+Strategy.docx

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营销策略+Marketing+Strategy

营销策略MarketingStrategy

PARTONE

Questions1—8

  ·Lookatthestatementsbelowandthefiveextractsaboutadvertisingandpromotionfrom anarticle.

  ·Whichextract（A,B,C,DorE.doeseachstatement（1—8）referto

  ·Foreachstatement（1—8）,makeoneletter（A,B,C,DorE.onyourAnswerSheet.

  ·Youwillneedtousesomeoftheselettersmorethanonce.

  A.SMSmarketingismarketingusingamobilephone.SMSstandsforshortmessageserver,otherwiseknownastextmessaging.InshortSMSmarketingisdoneusingamobiledeviceto transfermarketingcommunicationtointerestedconsumers.It'sanareathatisgainingagreatdealofinterestbybusinessesbothsmallandlarge.

  B.Inaperfectworld,everybrandwouldcontainavarietyofmeanings,thebettertospeak toavarietyofconsumers.Thetroublewithstuffingthebrandthiswayisthatthemeaningthatworksforoneconsumercanbewilderorantagonizethenext.Buildingabrandwithmanymeaningscansometimesfailspectacularly.Everyonecreatingpopularcultureistryingtosolvethisquestion.

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  C.Marketingmanagersworkwithadvertisingandpromotionmanagerstopromotethe firm'sororganization'sproductsandservices.Withthehelpoflowerlevelmanagers,includingproductdevelopmentmanagersandmarketresearchmanagers,marketingmanagersestimatethedemandforproductsandservicesofferedbythefirmanditscompetitorsandidentifypotentialmarketsforthefirm'sproducts.

  D.Marketersshouldalsobeawareofthecompetitionthattheywillfacewhenpursuinga positionatamediacompany.Typically,marketersmusthaveaplethoraofsolidexperienceandavastunderstandingofthemediaindustryandthespecificchangesimpactingtheindustrytheyarelookingtoworkin.

  E.Convergencehassignificantlyblurredthelinesbetweenprint,internet,televisionandradio.Messagingthatusedtobetailoredforoneoutletwillnowhavetobeadjustedforawideraudience.Further,theaccessibilityoftheinternethascreatedaverydiverseandglobalcustomerbase.

1、Marketersshouldalreadybefamiliarwithhowtocommunicatetheirmessagesacrossa varietyofmediums.

2、Marketingmanagersalsodeveloppricingstrategiestohelpfirmsmaximizeprofitsand marketsharewhileensuringthatthefirms'customersaresatisfied.

3、Incollaborationwithsales,productdevelopment,andothermanagers,theymonitor trendsthatindicatetheneedfornewproductsandservicesandtheyoverseeproductdevelopment.

4、IntheUnitedStatesalone9outof10peoplecarryamobiledeviceaccordingtoresearch donebyMobiThinking.

5、Somarketersshouldbuildtheirawarenessofdifferentculturesandrespectivesensitivities.

6、SpecificallywehavesomethingtolearnfromHollywood,whichIbelievemayserveus asakindoflaboratory.

7、Atpresent,SMSmarketingisconsideredtobeoneofthemoredirectandpersonalforms ofmarketing.

8、Somarketershavesomethingtolearnfromnonmarketers.

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PARTTWO

Questions9—14

  ·ReadthetextabouttheYao'scareerdevelopmentintheU.S.

  ·Choosethebestsentencetofilleachofthegaps.

  ·Foreachgap（9—14）,markoneletter（A-H）onyourAnswerSheet.

  ·Donotuseanylettermorethanonce.

  A.Let'sstartoffbyreviewingtheformaldefinitionsofeach

  B.Alloftheseelementsmustnotonlyworkindependentlybuttheyalsomustworktogethertowardsthebiggergoal.

  C.Advertisingonlyequalsonepieceofthepieinthestrategy

  D.Whilebothcomponentsareimportanttheyareverydifferent

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  E.Advertisingisthelargestexpenseofmostmarketingplans

  F.Advertisingcanbedefinedasawaytopublicizetheinformationconsumersneed

  G.Afterreadingbothofthedefinitionsitiseasytounderstandhowthedifferencecanbe confusingtothepoint

  H.Wecancomeaconclusionthatalltheelementsareimportantforadvertiserstonote

  Marketingvs.Advertising:

What'stheDifference

  Youwilloftenfindthatmanypeopleconfusemarketingwithadvertisingorviceversa.9Knowingthedifferenceanddoingyourmarketresearchcanputyourcompanyonthepathtosubstantialgrowth.

  10andthenI'llgointotheexplanationofhowmarketingandadvertisingdifferfrom oneanother:

  Advertising:

Thepaid,public,non-personalannouncementofapersuasivemessagebyanidentifiedsponsor;thenon-personalpresentationorpromotionbyafirmofitsproductstoitsexistingandpotentialcustomers.

  Marketing:

Thesystematicplanning,implementationandcontrolofamixofbusinessactivitiesintendedtobringtogetherbuyersandsellersforthemutuallyadvantageousexchangeor transferofproducts.

  11thatpeoplethinkofthemasone-in-thesame,soletsbreakitdownabit.

  Advertisingisasinglecomponentofthemarketingprocess.It'sthepartthatinvolvesgettingthewordoutconcerningyourbusiness,product,ortheservicesyouareoffering.Itinvolvestheprocessofdevelopingstrategiessuchasadplacement,frequency,etc.Advertisingincludestheplacementofanadinsuchmediumsasnewspapers,directmail,billboards,television,radio,andofcoursetheInternet.12withpublicrelationsfollowinginaclosesecondandmarketresearchnotfallingfarbehind..

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  Thebestwaytodistinguishbetweenadvertisingandmarketingistothinkofmarketingasa pie,insidethatpieyouhaveslicesofadvertising,marketresearch,mediaplanning,publicrelations,productpricing,distribution,customersupport,salesstrategy,andcommunityinvolvement.1314Marketingisaprocessthattakestimeandcaninvolvehoursofresearchforamarketingplantobeeffective.Thinkofmarketingaseverythingthatanorganizationdoestofacilitateanexchangebetweencompanyandconsumer.

PARTTHREE

Questions15—20

  ·Readthefollowingarticleonthereasonswhycustomersdon'tbuyfromyou.

  ·Foreachquestion（15—20）markoneletter（A,B,CorD.onyourAnswerSheetfor theansweryouchoose.

  Areyouspendingtimemarketingyourproduct,butstillnotsellingasmuchasyouwould likeThetruthisconsumershaveneedsandstepsthattheygothroughandthatpersuadesthemtobuy.Ifyourmarketingisnotmeetingthoserequirementsitisprobablythereasonsyourproductisnotselling.Asconsumerswearenotjustpersuadedbythe"price"ofaproduct,wearemovedbythebenefitsoftheproductandwhatitcandoforus;that'sourreasonforpurchasing.Ifyouarefindingthatyouarehavingdifficultyinsellingyourproductyoumaywanttoconsiderthefollowingreasonswhyconsumersdon'tbuyandevaluatehowyoucandobetteratmarketingyourproductsinawaythatconvertsconsumersintoyourcustomers.Theyarenotawareofyourproduct.

  Consumerscannotpurchaseproductstheyarenotawareof.Ifyouaremarketing,butconsumersstilldon'tknowaboutyourproductitmaybetimetoevaluatewhyit'snotworking.Are youtargetingtherightmarketwithyourmessageIsyourmessagereachingthosethatwouldhaveaninterestinyourproductIt'simportanttorememberthatthesolutionisnotalwaysmoremarketing,becausetheproblemmayliewithwhereyouaremarketingat,andwhatmarketingvehiclesyouareusing.Theydon'tunderstandthebenefitsofyourproduct.Consumersdon'tbuyproductssolelybasedonprice.Now,thisdoesnotmeanthattheydon'tfactorinprice,theydo.Consumersbuybasedonthebenefitsyourproductbringsthem.Ifyouaskedyourcustomerswhatthebenefitsofyourproductare,wouldtheyknowThisisimportant.Yourmarketingmustbecenteredonthebenefitsforyourproductinorderforconsumerstotakeaninterestinpurchasingyourproduct.Createalistofthetopthreebenefitsofyourproductandusethoseinyourmarketingmessage.Theydon'tfeelyourproducthasperceivedvalue.Consumerswillnotbuyproductsthattheyperceiveashavingnovalue.WhyshouldcustomersvalueyourproductYoucanusethebenefitsofyourproducttocreateaperceivedvalueanditisthatperceivedvaluethathelpsinthesalesofyourproduct.Ifacustomercannotseevaluetheywillsimplypassyourproductby.Youmustcreatethatperceivedvalueinyourmarketingmessage.Theydon'tseehowyourproductmeetstheirneeds.

  We'vetalkedaboutbenefitsandperceivedvalue,nowlet'stalkaboutneeds.Doconsumers knowhowyourproductmeetstheirneedsDoesitmaketheirlifeeasier,savethemtime,andmakethemfeelbetterWhatneeddoesyourproductsatisfyYouhavetotellconsumersthat,don'tmakethemguessorcomeupwiththeanswerontheirown,tellthemandhelpeducatethemonwhytheyneedyourproduct.

15、Whichisnotoneofthemainreasonsthattheconsumersdonotbuyyourproducts

  A.Theconsumersdon'tfindthewaytoknowyourproduct.

，

  B.Thepracticabilityoftheproductisnotobvious.

  C.Theproductofothermarketerhasamorefavorableprice.

  D.Consumersdon'tbuyanythingwhichtheythinkisofnovalue.

16、Whatdowelearnaboutfromthefirstparagraph

  A.Theconsumersdon'twanttobuyfromyoubecauseyouappliedinappropriatewaysin marketingtheproduct.

  B.Itisthebenefitsoftheproductthatattractthecustomerstopayforit.

  C.Amarketershouldlearntosummarizethereasonsfromthefailuremarketing.

  D.Meetingthecustomers'requirementsappearstobeofmostimportanceinmarketing techniques.

17、Whatdoestheauthormeanbysaying"createaperceivedvalueinyourmarketingmessage"

  A.Itmeansthatyoushouldcreateaseductivemessageabouttheproducttoattractthe consumers'attention.

  B.Itreferstothebenefitsandrequirements