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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