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Test of Marketing Course Part I Match the terms on the left with the definitions below by putting the numbers into the blanks beside the letters. 1. market 2. marketing mix 3. market research 4. primary data 5. market segmentation 6. geographical factors 7. brand 8. speciality goods 9. product line 10. unique selling proposition 11. product life cycle 12. price war 13. retailer 14. direct marketing 15. personal selling 16. redeemable coupon 17. market challengers 18. public relations 19. sales promotions 20. trade show A. ____durable goods with unique characteristics that informed consumers have to go to a particular store to buy B. ____region, population density, size of town and climate C. ____the presentation of goods or services to potential customers by sales representatives D. ____-the collection, analysis and reporting of data about the size of a potential market, about consumers’ tastes and habits, their reactions to particular product features, packaging features, and so on. E. ____reciprocal price cuts between competitors F. ____ data collected specifically for a piece of market research, by way of questionnaires, interviews, etc. G. ____a certificate offering customers a price reduction on a particular product H. ____all potential customers sharing a particular need or want I. ____the act of dividing a market into distinct groups of buyers who have different requirements or buying habits J. ____short-term tactics designed to stimulate either earlier or stronger sales of a product K. ____a name, sign, symbol, design, etc. used to identify and to differentiate a product from those of competitors L. ____activities designed to improve or maintain or protect a company’s or a product’s image M. ____a large commercial or industrial exhibition where buyers and sellers of a particular type of goods meet to do business N. ____a unique feature that differentiates a product from its competitors O. P. Q. ____the standard pattern of sales of a product over the period that it is marketed ____a merchant such as a shopkeeper who sells to the final customer ____the process of developing, pricing, distributing and promoting the goods or services that satisfy consumers’ needs R. ____a group of closely related products, which usually have the same function and are sold to the same customer groups through the same outlets S. ____the company with the second-largest market share T. ____reaching consumers without any intermediaries by sending them catalogues, telephoning them, etc. Keys: 8—6—15—3—12—4—16—1—5—19—7—18—20—10—11—13—2—9—17—14 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. A. B. C. D. E. F. G. H. market marketing mix secondary data market segment demographic factors brand product product differentiation convenience goods product line stretching market penetration advertising budget sales agent sales promotions free sample loss leader economies of scale publicity product life cycle market share ____the set of all the various elements in a marketing program, and the way a company integrates them ____anything capable of satisfying a need or want of the consumer ____a form of sales promotion in which a product is given to consumers to encourage them to try it ____a popular product sold at a loss, in order to attract customers to a store ____data used in market research that have been previously collected for other purposes ____all potential customers sharing a particular need or want ____lengthening a company’s product line, either moving up-market or down-market in order to reach new customers, to enter growing or more profitable market segments, to react to competitors’ initiatives, and so on ____the amount of money a company plans to spend in developing its advertising and buying media time and space I. J. ____age, sex, family size, stage in the family life cycle ____the sales of a company (or a brand or a product) expressed as a percentage of total sales in a given market K. ____reductions in unit costs generated by large-scale production L. ____cheap and simple “low involvement” products which people use regularly and buy frequently with little effort in comparing alternatives M. ____mention of a company or its products that is not paid for, in any medium received by a company’s customers or potential customers N. ____a person who negotiates purchases and sales in return for commission or fee O. ____part of a market P. ____the standard pattern of sales of a product over the period that it is marketed Q. ____the attempt to increase or maximize sales, rather than current profits, by selling at a low price R. ____the practice of making a product different from those of competitors S. ____short-term tactics designed to stimulate either earlier or stronger sales of a product T. ____a name, sign, symbol, design, etc. used to identify and to differentiate a product from those of competitors Keys: 2—7—15—16—3—1—10—12—5—20—17—9—18—13—4—19—11—8—14—6 1. marketing 2. questionnaire 3. shopping goods 4. consumer behavior 5. brand loyalty 6. product launch 7. product differentiation 8. product mix 9. product line filling 10. market skimming 11. advertising campaign 12. sales volume 13. sales intermediaries 14. public relations 15. sales promotions 16. market leaders 17. free sample 18. product life cycle 19. marketing channel 20. odd-pricing A. ____the set of intermediaries a company uses to get its goods to end users B. ____the process of developing, pricing, distributing and promoting the goods or services that satisfy consumers’ needs C. ____all the people or organizations in the marketing channel between producers and customers D. ____a form of sales promotion in which a product is given to consumers to encourage them to try it E. ____charging a high price for a new product, and making a profit from only a few customers F. ____activities designed to improve or maintain or protect a company’s or a product’s image G. ____the standard pattern of sales of a product over the period that it is marketed H. ____how different people react to marketing stimuli, depending on their psychology, their cultural and social background, and their economic situation I. ____the company with the largest market share J. ____a list of questions sent to target customers in market research K. ____short-term tactics designed to stimulate either earlier or stronger sales of a product L. ____adding further items in that part of a product range which a line already covers, in order to in compete in competitors’ niches, to utilize excess production capacity, and so on M. ____“high involvement” products for which consumers generally search for information, evaluate different models, compare prices, and take time to make a selection N. ____the set of all the product lines and items offered by a manufacturer or a seller O. ____the commitment of consumers to a particular brand P. ____the practice of selling something at e.g. £7.95 so that customers think of £7 rather than £8 Q. ____the total quantity of a company’s sales R. ____the introduction of a new product onto the market S. ____the advertising of a particular product during a particular period of time T. ____the practice of making a product different from those of competitors Keys: 19—1—13—17—10—14—18—4—16—2—15—9—3—8—5—20—12—6—11—7 Part II. Answer the following questions briefly: 1. What are the 4ps? 2. What are the four stages of product life cycles? 3. Which do clothing and services belong to, consumer goods or consumer durables? 4. What is the best way to remain the market leader? 5. What does the marketing communication mix include? 6. Which stage of product life cycles is the longest? 7. What does the well-known “4 P’s” classification of the marketing mix include? 8. Which source of information is more important when we do market research, our own accounts department or primary data from customers? 9. What are the four basic promotional tools? 10. What promotional tool is the most important for consumer goods? 11. What does AIDA stand for according to the theory of marketing English? 12. What are the four basic promotional tools? 13. What does the well-known “4 P’s” classification of the marketing mix mean? 14. What stages does the standard product life cycle involve? 15. Is setting a high price for a new product and making a profit from only a few customers called market-skimming pricing? Keys: 1. Product, Price, Promotion and Place. 2. Introduction, growth, maturity and decline. 3. Consumer goods. 4. To increase market share even further. 5. Advertising, sales promotion, personal selling and public relations / publicity. 6. Maturity. 7. Product, Price, Promotion and Place. 8. Our own accounts department. 9. Advertising, sales promotion, personal selling and public relations / publicity. 10. Advertising. 11. Attention, Interest, Desire, and Action. 12. Advertising, sales promotion, personal selling and public relations / publicity. 13. Product, Price, Promotion and Place. 14. Introduction, growth, maturity and decline. 15. Yes, it is. Part III Cloze Complete the text using the words given, change the form when necessary: 1. set up, provide, communicate, advertising agency, is known as, spend, satisfy, display , target market, call, product decide on, Large companies could easily (1)______ their own advertising departments, but they tend to hire the services of a/an (2)___________. A contract to produce the advertisements for a specific company, product, or service (3)_______ a/an account. The client company generally (4)_________ its advertising budget, the amount of money it plans to (5) ______in developing its advertising and buying media time or space. It also (6)______ a brief, or a statement of the objectives of the advertising, as well as an overall advertising strategy concerning what message is to be (7)______. The choice of how and where to advertise ( newspapers and magazines ads, radio and television commercials, cinema ads, posters on hoardings (GB) or billboards (US), point-of-purchase (8)_______ in stores, mailings of leaflets, brochures or booklets, and so on), and in what proportions, is called a media plan. The set of customers whose needs a company plans to satisfy, and therefore to expose to an advertisement are known as the (9)_______. The advertising of a particular product or service during a particular period of time (10) _______an advertising campaign. Keys: (1) set up, (2)advertising agency, (3)is known as, (4)decides on, (5)spend, (6)provides, (7)communicated, (8) displays, (9)target market, (10) is called 2. find ,market leader,protect ,market share,market follower, total market, exploit,innovate,increase,market research,niches, distribution, The aim of a (1) __________ is obviously to remain the leader. The best way to achieve this is to increase (2) __________ even further. If this is not possible, the leader will at least attempt to (3) _______ its current market share. A good idea is to try to (4) _______ ways to increase the (5) _________. This will benefit everyone in the field, but the market leader more than its competitors. A market can be (6) ________ by finding new users for a product, by stimulating more usage of a product, or by (7) __________ new uses, which can sometimes be uncovered by carrying out (8)____________ with existing customers. To protect a market share, a company can(9)__________ in products, customer services, (10)_____ channels, cost reductions, and so on; it can extend and stretch its product lines to leave less room for competitions; and it can confront competitors directly in expensive sales promotion campaigns. Keys: (1) market leader, (2) market share, (3) protect , (4) find, (5) total market, (6) increased, (7) exploiting, (8) market research,(9)innovate, (10)distribution 3. sales, opinion, internal, expensive, accounts department,develop, include,market research, customer,gather,survey data, Lots of people think that (1) _______ just means going out and asking consumers for their (2)_______ of products, but that’s not true. Actually, talking to (3)______ is a relatively minor market research tool, because it’s very (4)______. In fact, personal interviewing is the very last thing we’d do. We usually find that our own (5)___________, which keeps records of sales, orders, inventory size, and so on, is far more important source of information. Our (6)______ representatives are another good source. There are also a lot of printed sources of secondary (7)_______ we can use, (8)_________ daily, weekly and monthly business newspapers, magazines and trade journals, our competitors’ annual reports, official government statistics and reports published by private market research companies. We only engage in field work, and (9)_______primary data from customers, middlemen, and so on, if both(10)________ research (analysis of data already available in the accounts and sales departments) and secondary data (available in printed sources) are inadequate. Keys: (1) market research (2)opinions (3)customers (4)expensive (5)accounts department (6)sales (7)data (8)including (9)gather (10)internal 4. I do a lot of management training each year for the Circle K Company. Among the 1 we discuss in our classes is the 2 of quality employees(雇员). “What has caused you to stay 3 enough to become a manager?” I asked. After a while a new manager took the 4 and said slowly, “It was a baseball glove.” Cynthia said she used to 5 a Circle K clerk job as an interim(临时的)one while she looked for something 6 . On her second day behind the counter, she received a (an ) 7 from her nine-year-old son, Jessie. He 8 a baseball glove for the little League. She 9 that as a single mother, money was 10 , and her first check would have to go for paying 11 . When Cynthia arrived for work the next morning, Partircia, the store manager asked her to come to her small office and handed her a box. “I overheard you 12 to your son yesterday,” she said, “and I know that it is 13 to explain things to kids. This is a baseball glove for Jessie. I know you have to pay bills 14 you can buy gloves. You know we can’t 15 good people like you as 16 as we would like to; but we do 17 and I want you to know how 18 you are to us .” Cynthia’s story shows vividly that people 19 more how much a (n) 20 cares than how much he pays . 1.A.topics B.problems C.difficulties D.lessons 2.A.employing B.praising C.keeping D.improving 3.A.soon B.long C.strong D.calm 4.A.position B.decision C.question D.advice 5.A.take B.change C.lose D.consider 6.A.lighter B.easier C.better D.higher 7.A.letter B.call C.answer D.email 8.A.bought B.kept C.needed D.offered 9.A.complained B.explained C.understood D.admitted 10.A.short B.enough C.spare D.tight 11.A.food B.education C.clothes D.bills 12.A.talking B.crying C.arguing D.scolding 13.A.easy B.hard C.simple D.nice 14.A.after B.until C.when D.before 15.A.value B.remain C.pay D.fire 16.A.much B.many C.pleasant D.possible 17.A.regret B.agree C.worry D.care 18.A.excellent B.important C.thankful D.thoughtful 19.A.remember B.refuse C.thank D.realize 20.A.mother B.clerk C.official D.manager Keys:1—5 ACBCA 6—10CBCBD 11—15 DABDC 16—20 ADBAD 5. Sometimes a person may have an idea about himself that will prevent him doing a good job. He may have the 1 that he is not able to do it. A child may think he is stupid because he does not understand how to make the 2 use of his mental faculties (才能). Older people may think that they are too old to 3 anything new because of their old age. A person who believes that he is unable will not make a real 4 ,because he feels it 5 be useless. He won’t work with the confidence necessary for success, and he won’t work 6 . He is 7 likely to fail, and the failure will 8 his belief in his incompetence (无能)。 Adler, a famous doctor, had 9 like this. When he was a small boy, he had a poor 10 in maths. His teacher told his 11 he had no ability in maths in order that they would not 12 too much of him. In this way, they too 13 the idea. He accepted 14 mistaken thinking of his ability, felt that it was useless to 15 , and was even poorer at maths, 16 they expected. One day he worked out a problem which 17 of the other students had been able to solve. He succeeded in solving the problem. This gave him confidence. He now 18 with interest, determination and purpose, and he soon became especially good at 19 .He not only proved that he could learn maths well, but luckily he learned early in his life from his own experience that if a person goes at a job with determination and purpose, he may 20 himself as well as others by his ability. 1. A. belief B. way C. method D. condition 2.A. biggest B. best C. highest D. deepest 3.A. teach B. learn C. accept D. use 4.A. decision B. success C. effort D. trouble 5.A. will B. should C. must D. can 6.A. well B. hard C. fast D. carefully 7.A. truly B. really C. however D. therefore 8. A. change B. strengthen C. become D. get rid of 9.A. an experience B. an example C. an experiment D. a story 10.A. interest B. thought C. beginning D. ending 11.A. classmates B. friends C. neighbours D. parents 12.A. ask B. expect C. get D. win 13.A. developed B. proposed C. discovered D. found 14.A. his B. her C. its D. their 15. A. manage B. succeed C. try D. act 16.A. though B. when C. as D. because 17.A. none B. all C. many D. most 18. A. lived B. worked C. played D. graduated 19.A. lessons B. studies C. jobs D. maths 20.A. encourage B. teach C. astonish D. admire Keys:1—5ABBCA 6—10BDBAC 11—15DBADC 16—20CABDA Part III Reading Comprehension 1. Market segmentation means dividing a market into distinct subsets of customers with different needs, according to different variables that can play a role in purchasing decisions. These can include geographical factors—region, population density (urban, suburban, rural), size of town, and climate; demographic factors such as age, sex, family size, or stage in the family life cycle; and other variables including income, occupation, education, social class, life style, and personality. If there is only one brand in a market, it is likely to be positioned in the centre, so as to attract the most consumers possible. Appealing to all groups from the centre with an undifferentiated product gives a company the largest potential market, while minimizing production, inventory, market research and product management costs. A new competitor can either situate its product next to the existing one, in a straightforward battle for market share, or try to find a corner of the market in order to gain the loyalty of a consumer group not satisfied with the centre brand. If there are several brands in the market, they are likely to position themselves fairly evenly throughout the space and show real differences to match differences in consumer preference. If, on the other hand, several producers are competing for the largest centre segment, new entrants onto the market will probably find that smaller segments with less competition are more profitable. In fact, targeting a particular market segment is often the only realistic strategy for firms with limited resources, although it can be risky, as the segment might get smaller or even disappear, or be attacked by a larger competitor. At the beginning of a product’s life cycle, companies often produce only one version, and attempt to develop demand by undifferentiated marketing, before switching to differentiated marketing in the product’s maturity stage. Differentiated marketing involves developing several brands, each positioned in a different segment. This obviously maximizes total sales, but equally increases R&D, planning, market research, forecasting, production, promotion, administration and inventory costs. 1. When dividing a market into distinct subsets of customers, marketers should consider A. geographical factors. B. demographic factors. C. psychological factors. D. all of the above. 2. If there is only one brand in a market, marketers tend to A. position the products everywhere in the market. B. attract the largest potential market with an undifferentiated product. C. minimize production and profits. D. maximize product management costs. 3. Which statement is not true when there are several brands in a market? A. Different brands can satisfy different customer preference B. Several producers are competing for the largest market share. C. New entrants find that larger segment with more competition are more profitable. D. Firms with limited resources are absolutely inferior in the competition. 4. “ maturity stage” (underlined) in paragraph 4 means: A. introducing a product into a market; B. abandoning a product C. maximizing product sales; D. minimizing product sales. 5. The passage are mainly about A. marketing B. branding C. pricing D. market segmentation Keys: 1—5: D B A C D 2. In a market containing several similar competing products, producers can augment their basic product with additional services and benefits such as customer advice, delivery, credit facilities, a warranty or guarantee, maintenance, after-sales service, and so on, in order to distinguish it from competitors’ offers. Most producers also differentiate their products by branding them. Some manufacturers, such as Yamaha, Microsoft, and Colgate, use their name (the “family name”) for all their products. Others market various products under individual brand names, so that many customers are unaware of the name of the manufacturing company. For instance, Unilever and Proctor & Gamble, the major producers of soap powders, famously have a multi-brand strategy which allows them to compete in various market segments, and to fill shelf space in shops, thus leaving less room for competitors. This also gives them a greater chance of getting some of brand-switchers. In addition to famous manufactures’ brands, there are also wholesalers’ and retailers’ brands. For example, most large supermarket chains now offer their “own-label” brands, many of which are made by one of the better-known manufacturers. Brand names should of course be easy to recognize and remember. They should also be easy to pronounce and, especially for international brands, should not mean something embarrassing in a foreign language! As well as a name and a logo, many brands also have easily recognizable packaging. Of course packaging should also be functional: in other words, the container or wrapper should protect the product inside, be informative, convenient to open, inexpensive to produce, and ecological (preferably biodegradable). 1. 2. 3. 4. 5. Keys: 3. In order to distinguish their products from competitors’, producers usually abandon their additional services and benefits to customers. ( ) Multi-brand strategy allows producers to compete in the largest market segments, e.g., P&G. ( ) Multi-brand strategy is better than unique-brand strategy. ( ) most large supermarket chains now may have brands for their shops, not for their products. ( ) When translating a brand name into a foreign language, people should not neglect cultural differences. ( ) FFFFT Marketing Channels Some manufacturers direct marketing, selling their goods directly to the end-users. They can reach these consumers with their own door-to-door sales reps; by direct mail (sending catalogues, leaflets, brochures, order forms, and so on by post); by telephone selling; or by advertising and receiving orders via the Internet. Most producers, however, use a marketing channel involving one or more specialized intermediaries. If there’s only one intermediary, it could be a dealer or retailer for consumer goods, or a sales agent or broker for industrial goods. More complex channels add further intermediaries such as transport companies, wholesalers, and independent distributions. Of course, the choice of which physical distribution channels to use should not come at the end of the marketing process. On the contrary, according to the logic of marketing, companies should with considerations such as the location of target customers, and work back to raw material sources and manufacturing. In other words, decisions about the location of manufacturing and assembly plants and warehouses, inventory levels, and transport methods should ideally begin with the needs of customers. These are essentially a short delivery time and a guarantee that products arrive in good condition. Yet the demands of retailers and customers clearly also have to be balanced against excessive inventory costs, as large inventories tie up capital and increase the risk of spoilage or obsolescence. 1. According to the passage, some manufacturers do direct marketing by . A. a dealer B. a retailer C. a sales agent D. themselves or sales reps 2. An individual firm’s success depends on not only how well it performs, but also on how well its entire supply chain and compete with competitors’ channels. A. its manager B. its products C. marketing channels D. its plant 3. Make a product available to the buyers requires building relationship with not only customers, but also with key . A. market leaders B. key suppliers and resellers C. competitors D. other manufacturers 4. Channel decisions making should be more purposeful. Designing a channel system first calls for analyzing . A. customer needs B. products quality C. employees D. capital 5. In designing marketing channels, manufacturers consider practically. A. market conditions B. their capital C. inventory and delivery D. all of the above Keys: D C B A D 4. A company’s marketing strategies—sets of principles designed to achieve long-term objectives obviously depend on its size and position in the market. Other determining factors are the extent of the company’s resources, the strategies of its competitors, the behavior of the consumers in the target market, the stage in the product life-cycle of the products it markets, and the overall macro-economic environment. The aim of a market leader is obviously to remain the leader. The best way to achieve this is to increase market share even further. If this is not possible, the leader will at least attempt to protect its current market share. A good idea is to try to find ways to increase the total market. This will benefit everyone in the field, but the market leader more than its competitors. A market can be increased by finding new user for a product, by stimulating more usage of a product, or by exploiting new user, which can sometimes be uncovered by carrying out market research with existing customers. To protect a market share, a company can innovate in products, customer services, distribution channels, cost reductions, and so on; it can extend and stretch its product lines to leave less room for competitors; and it can confront competitors directly in expensive sales promotion campaigns. Market challengers can either attempt to attack the leader, or to increase their share by attacking various market followers. If they choose to attack the leader, market challengers can use most of the strategies also available to market leaders: product innovation, price reductions, cheaper or higher quality versions, improved services, distribution channel innovations, manufacturing cost reduction, intensive advertising, and so on. Market followers are in a difficult position. They are usually the favorite target of market challengers. They can reduce prices, improve products or services, and so on, but the market leader and challenger will usually be able to retaliate successfully. A market follower that takes on a large company in a price war is certain to lose, given its lesser resources. 1 If a market leader succeeds in increasing the size of the total market, its competitors benefit. ( ) 2 The size of a market can be increased without attracting any new consumers. ( ) 3 Market challengers generally attack the leader and market followers. ( ) 4 Market challengers cannot use the same strategies as leaders. ( ) 5 Market challengers can attack leaders by way of any of the four P’s of the marketing mix. ( ) Keys: T T F F T 5. A. Just five one-hundredths of an inch thick, light golden in color and with a perfect “saddle curl,” the Lay’s potato chip seems an unlikely weapon for global domination. But its maker, Frito-Lay, thinks otherwise. “Potato chips are a snack food for the world,” said Salman Amin, the company’s head of global marketing. Amin believes there is no corner of the world that can resist the charms of a Frito-Lay potato chip. Frito-Lay is the biggest snack maker in America owned by PepsiCo and accounts for over half of the parent company’s $3 billion annual profits. But the U.S. snack food market is largely saturated, and to grow the company has to look overseas. Its strategy rests on two beliefs: first a global product offers economies of scale with which local brands cannot compete. And second, consumers in the 21st century are drawn to “global” as a concept. “Global” does not mean products that are consciously identified as American, but ones that consumes--especially young people are linked across cultures by shared beliefs and tastes. Potato chips are an American invention, but most Chinese, for instance, do not know that Frito-Lay is an American company. Instead, Riskey, the company’s research and development head, would hope they associate the brand with the new world of global communications and business. With brand perception a crucial factor, Riskey ordered a redesign of the Frito-Lay logo(标识).The logo, along with the company’s long-held marketing image of the “irresistibility” of its chips would help facilitate the company’s global expansion. The executives acknowledge that they try to swing national eating habits to a food created in America, but they deny that amounts to economic imperialism. Rater, they see Frito-Lay as spreading the benefits of free enterprise across the world. “We’re making products in those countries, we’re adapting them to the tastes of those countries, building businesses and employing people and changing lives,” said Steve Reinemund, PepsiCo’s chief executive. 1.It is the belief of Foito-Lay’s head of global marking that_____. A. Potato chips can hardly be used as a weapon to dominate the world market B. Their company must find new ways to promote domestic sales C. The light golden color enhances the charm of their company’s potato chips D. People the world over enjoy eating their company’s potato chips 2.What do we learn about Frito-Lay from Paragraph 2? A. Its products use to be popular among overseas consumers. B. Its expansion has caused fierce competition in the snack market. C. It gives half of its annual profits to its parent company. D. It needs to turn to the world market for development. 3.One of the assumptions on which Frito-Lay bases its development strategy is that_____. A. consumers worldwide today are attracted by global brands B. local brands cannot compete successfully with American brands C. products suiting Chinese consumers’ needs bring more profits D. products identified as American will have promising market value 4.Why did Riskey have the Frito-Lay logo redesigned? A.To suit changing tastes of young consumers. B. To promote the company’s strategy of globalization. C.To change the company’s long-held marketing image. D. To compete with other American chip producers. 5.Frito-Lay’s executives claim that the promoting of American foo in the international market______. A.won’t affect the eating habits of the local people B. will lead to economic imperialism C. will be in the interest of the local people D. won’t spoil the taste of their chips Keys:DDABC 6. Advertisers Perform a Useful Service to the Community Advertisers tend to think big and perhaps this is why they’re always coming in for criticism. Their critics seem to resent them because they have a flair for self-promotion and because they have so much money to throw around. ‘It’s iniquitous,’ they say, ‘that this entirely unproductive industry (if we can call it that) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…’ The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods derives largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement. Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall or reading railway byelaws while waiting for a train? Would you like to read only closely printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of calamities. We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price! Another thing we mustn’t forget is the ‘small ads.’ which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the ‘hatch, match and dispatch’ column but by far the most fascinating section is the personal or ‘agony’ column. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is! 1.What is main idea of this passage? A. Advertisement. B. The benefits of advertisement. C. Advertisers perform a useful service to communities. D. The costs of advertisement. 2.The attitude of the author toward advertisers is A. appreciative. B. trustworthy. C. critical. D. dissatisfactory. 3.Why do the critics criticize advertisers? A. Because advertisers often brag. B. Because critics think advertisement is a “waste of money”. C. Because customers are encouraged to buy more than necessary. D. Because customers pay more. 4.Which of the following is Not True? A. Advertisement makes contribution to our pockets and we may know everything. B. We can buy what we want. C. Good quality products don’t need to be advertised. D. Advertisement makes our life colorful. 5.The passage is __________. A. Narration. B. Description. C. Criticism. D. Argumentation. Keys: 1.C 2.A 3.A 4. C 5. C 7. When a consumer finds that an item she or he bought is faulty or in some other way does not live up to the manufacturer’s claim for it , the first step is to present the warranty(保单),or any other records which might help, at the store of purchase. In most cases, this action will produce results. However, if it does not , there are various means the consumer may use to gain satisfaction. A simple and common method used by many consumers is to complain directly to the store manager. In general, the “higher up ” the consumer takes his or her complaint, the faster the or she can expect it to be settled. In such a case, it is usually settled in the consumer’s favour, assuming he or she has a just claim. Consumers should complain in person whenever possible, but it they connot get to the place of purchase ,it is acceptable to phone or write the complaint in a letter. Complaining is usually most effective when it is done politely but firmly, and especially when the consumer can demonstrate what is wrong with the item in question. If this cannot be done , the consumer will succeed best by presenting specific information as to what is wrong , rather than by making general statements. For example, “The left speaker does not work at all and the sound coming out of the right one is unclear” is better than “This stereo(立体声音响) does not work” The store manager may advise the consumer to write to the manufacturer. If so , the consumer should do this ,stating the complaint as firmly as possible. But if a polite complaint does not achieve the desired result, the consumer can go a step further. She or he can threaten to take the seller to court or report the seller to a private or organization responsible for protecting consumers’ rights. 1. When a con summer finds that his purchase has a fault in it, the first thing he should do is to _ A. complain personally to the manager B. threaten to take the matter to court C. write a firm letter of complaint to the store of purchase D. show some written proof of the purchase to the store 2. If a consumer wants a quick settlement of his problem, it’s better to complain to _____ A. a shop assistant B. a store manager C. the manufacturer D. a public organization 3. The most effective complaint can be made by __________ A. showing the faulty item to the manufacturer B). explaining exactly what is wrong with the item C. saying firmly that the item is of poor quality D. asking politely to change the item 4. The phrase “live up to”(Line2 Para.1) in the context means________ A. meet the standard of B. realize the purpose of C. fulfil the demands of D. keep the promise of 5. The passage tells us ______________ A. how to settle a consumer’s complaint about a faulty item B. how to make an effective complaint about a faulty item C. how to avoid buying a faulty item D. how to deal with complaints from customers Keys: 1. D 2.B 3. B 4. A 5. B 8. As she walked round the huge department store,Edith reflected how difficult it was to choose a suitable Christmas present for her father.She wish that he was as easy to please as her mother, who was always delighted with perfume. Besides,shoppong at this time of the year was a most disgreeable experience :people trod on your toes,poked you with their elbows and almost knocked you overin their haste to get to a bargain ahead of you. Partly to have a rest, Edith paused in front of a counter where some attracive ties were on display. "They are real silk," the assistant assured her, trying to tempt her. "Worth double the price." But edit knew from past experience that her choice of ties hardly ever pleased her father. She moved on reluctantly and then quite by chance, stopped where a small crowd of man had gathered round a counter. She found some good quality pipes on sale-----and the prices were very reasonable. Edith did not hesitate for long : although her father only smoked a pipe occasionally, she knew that this was a present which was bund to please him. When she got home,with her small well-chosen present concealed in her handbag, her parents were already at the supper table. Her mother was in an especially cheerful mood, "Your father has at last to decided to stop smoking." She informed her daughter. 1.Edith's father _______. A. did not like present B. never got present C. preferred ties D. was difficult to choose a present for 2.The assistant spoke to Edith because she seemed_______. A.attractive B.interested in ties C.tired D.in need of comfort 3.Edith stopped at the next counter_________. A.purosely B.suddenly C.unwillingly D.accidentally 4.Edith's father smoked a pipe_______. A.when he was obliged B.on social occasions C.from time to time D.when he was delighted 5.Shopping was very disagreeable at that time of the year because_______. A.coustomers trod on each other's toes B.coustomers poked each other with their elbows C.customers knocked each other D.customers were doing their shopping in a great hurry Keys: D B D C D Part IV Translation. 1. to create long-term demand 2. to identify consumer needs 3. sales presentation 4. to imitate the market leaders’ products 5. market segmentation 6. to place information in new media 7. to recommend products or services to their friends 8. to maximize profits 9. sales representatives 10. market followers 11. Value and satisfaction 12. Exchange and dealing 13. product elimination 14. marketing skimming 15. market segmentation 16. total quality marketing 17. non-profit organization market 18. marketing research 19. market demand potential 20. intensive growth strategies 21. market penetration strategy 22. product development strategy 23. undifferentiated marketing tactics 24. information advertising 25. personal selling Part V Case Analyze Case One KFC has carried out a new promotional strategy----to provide Chinese breakfast which is proved to be a great success. Analyze this case. Hints: Cultural environment has played an important role in this case. It seems KFC has learned a lot about Chinese eating habits, such as having rice porridges for breakfast. Case Two Read the following passage and analyze the various localization strategies adopted by Unilever to strengthen its position in China? What is your opinion on the effectiveness of these strategies? Hints: According to the passage and the current success of Unilever. In spite of major difficulties, Unilever was committed to building and sustaining a successful business in China. The company therefore adopted several measures like enhanced research and development, modern management systems and large scale organizational restructuring to anticipate and integrate the needs and aspirations(热望, 渴望)of the Chinese customers into its growth plan. In the mid 1980s and 1990s, the large number of joint ventures entered by the company failed to earn profits for the multinational and also proved unsuccessful in integrating Unilever to mainstream Chinese economy. Therefore, in 1999, the company entered into large scale consolidation(巩固, 合并) and integrated(结合) its various units under one holding company. Special localized strategies like hiring of local employees, setting up an R&D unit, and planning for stock market listing were initiated to strengthen the company’s position in China. Unilever China responded to the complex needs of the country’s consumers by developing a portfolio of brands-both local and global, and incorporated traditional Chinese sciences with technological enhancements. The company aimed to identify itself as the brand that was quality conscious and consistently endeavored to meet local needs and tastes. Global brands-Dove, Lux, Ponds, Lipton-promised international expertise in their formulation and development but had local professionals to manage them to ease communication between the company and its customers. Similarly, local brands such as Hazeline and Lao Cai soy sauce benefited from Unilever’s extensive knowledge and resources, without losing their local character. Thus, Unilever China endeavored to balance global and local needs by developing solutions that satisfied the demands of its target consumer segment. Case Three Analyze: P&G has different brands in one category and they compete with each other. P&G,Procter & Gamble (宝洁公司) Different brands of Consumer goods: cosmetics, shampoo, soap, shaver, toothbrush & toothpaste, washing powder (laundry detergent), dishwashing detergent, tissues and towels, deodorant 除臭剂, fabric softener, skin care potions, foods……) Moreover, P&G has additional brands in each category for different international markets. For example, it sells 16 different laundry product brands in Latin America and 19 in Europe, the middle East and Africa. Hints: According to Market segmentation and multi-brand stretagy, and try to get the better suggestions. Case Four Nokia 3810 is the leading company of cell phone. Why has it succeeded in Asia? Read the following passage and analyze this case. The Nokia 3810 is a small and compact phone with a large display. Commenting on the most significant features of the Nokia 3810 which best reflect the Asian end-user’s demand, Mr Lichfield added that Asian consumers have strong preferences for small, compact, lightweight phones of high quality and stylish design. They also expect very long operating times and olli increasingly for features that are designed for their uniqur needs. The Nokia 3810 fulfils all these requirements and further provides the Asian language user interface and Asian SMS for greater relevance and ease of use. It also offers very loud ringing tones, a feature preferred by some Asian consumers, and a range of Asian ringing melodies. The full range of local languages supported by the Nokia 3810 Asian language user interface and Asian SMS includes simplified and traditional Chinese, Thai, Bahasa Malaysia, Bahasa Indonesia and English. This makes the Nokia 3810 and the Nokia 8110 plus the first phones with the capability to display both simplified and traditional Chinese and Thai characters in one phone. Small and lightweight, the Nokia 3801 offers impressive performance. With a standard or vibrating battery, the Nokia 3810 weighs only 187 grams, offering up to 95 hours of standby or up to 2 hours 45 minutes of talk time. The extended battery provides up to 250 standby or up to 7 hours of talk time. With the slim Lithim-ion battery, the Nokia 3810 weighs a feather-light 146 grams, and offer up to 70 hours of standby or up to 2 hours talk time Hints: Case Five a. features of product b. consumers’ needs cultural differences Oral practices: discussion Read the following dialogues and discuss with your partner whether they suit the situation properly or not. If not, try to improve them. Situation 1 Juliet Wang (A) is new at Chengye Imports and Exports Company. She is receiving a call from a foreign customer (B). A: (picking up the phone) Hello! Who are you looking for? B: Can I speak to Manager Song? A: Sorry, he is not in now. Who are you? B: I’m Bob Smith, one of his customers. A: What do you call him for? B: I have something urgent to talk over with him. When will he be in? A: I don’t know. Please call later. Situation 2: A: Hi, Mary. Fancy meeting you here! B: Hi, Lily. Nice to see you. A: Where are you going, Mary? B: I’m going to see a friend of mine at the Bund. A: Who’s that? Are you going to see your boyfriend? B: No, he’s just an old friend. Anyway, I don’t think there is anything to do with you. Bye. A: Bye. Discussion: Situation 1: In this case, when picking up the phone, the first response for her to make should be: “Hello. Chengye Imports and Exports Company. Can I help you?” When the person needed on the phone is not available at the time, she should offer to pass on a message and take notes: e.g. who called, for what he called and what the caller’s telephone number is. Situation 2: In this case, all the questions Lily asked are related to personal affairs or privacy in western cultures. That’s why Mary was reluctant to answer the questions and got annoyed in the end. Westerners have a very strong sense of privacy, all the questions Lily asked which are frequently heard in conversations among Chinese people, would be generally regarded as an intrusion on people’s privacy in western cultures. Case Six Read each slogan on the left and try to determine the product or brand that it refers to. 1) Breakfast of Champions 2)Don't Leave Home Without It 3)Enjoy the Ride 4)Fly the Friendly Skies 5)Generation Next 6)Good to the Last Drop 7)I Love What You Do For Me 8)It's Everywhere You Want To Be 9)Just Do It 10)Obey Your Thirst 11)Reach Out and Touch Someone 12)Sometimes You Feel Like a Nut 13)The Ultimate Driving Machine 14)We Bring Good Things to Life 15)Where's the Beef? Keys: 1)Wheaties 2) American Express 3) Nissan 4) United Airlines 5) Pepsi 6) Maxwell House 7) Toyota 8) Visa 9) Nike 10) Sprite 11) AT&T 12) Almond Joy 13) BMW Automobiles 14) General Electric 15) Wendy's Restaurants