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Marketing plan is a written document that acts as a guidebook of marketing objectives for the marketing manager.

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第1题

Marketing plan is a written document that acts as a(n) _________ of marketing objectives for the marketing manager.

A、A. summary

B、B. introduction

C、C. guidebook

D、D. reflection

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第2题

听力原文： OK, uh lets um, lets start. Uh, today were gonna talk about marketing. Does marketing create or satisfy needs? As stated in Chapter one, marketing shapes consumers needs and wants, they do not create those needs. Needs are basic human requirements that preexists marketers. The hierarchy of needs that exists is physiological including basic food, water, and shelter; safety, that is, selfpreservation; social, that is, love and friendship; personal including status, and self-respect; and self-actualization, that means, personal fulfillment. These needs can be stated, real, unstated, delight, and secret. Needs, wants, and demands are a core foundation for marketing. Marketing is the process of identifying, influencing, and satisfying those needs, on human and society. Marketers do not just respond to consumers needs. The basic desire to survive is a need. A specific fulfillment of that need is a want. Demands are wants for specific products or services, with the ability to buy. A skillful marketer understands the needs, influences the wants, and promotes ideas that lead consumers to make unnecessary purchases. The skillful marketer takes the basic need to a higher level that stimulates and generates a need or want that influences and motivates the consumers to satisfy that want. Marketing does not offer one-dimensional products, but multi-dimensional products offerings promoted through a variety of choices and propaganda. However, budgets, needs, and wants help the consumer to make the specific choice. Herein is the marketers ability to shape the needs and wants, and then satisfy those needs and wants. Critics claim that marketers create new products and services for the consuming public, and make them believe they are needs so consumers will buy more and spend money unnecessarily. I believe the notion of creating a new need is false. As stated in chapter one of the text, "needs are basic human requirements." Wants on the other hand, "are shaped by ones society." It is my belief that marketers are able to research, exactly what the needs are of specific markets, and apply marketing techniques and tools to best fit consumers needs. Consumers already have specific needs and wants, and marketers are just utilizing the Information Age and specific information about target markets so that their products and services are highly demanded. Many tools are available today that marketers can leverage to gather mass quantities of information about specific markets. They then manipulate that information to develop products and services that match exactly what that specific market desires; therefore consumers want more of that commodity. Peter Drucker once stated, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available, is exactly why critics claim consumers are spending unnecessarily. Another reason I believe the critics who claim, "Marketers shape the needs and wants of consumers," say this because of what consumers have today compared to what they had in the past; increased buying power, greater variety of goods and services, greater amount of information, greater ease in interacting and placing orders, and the ability to compare with other consumers. All of these factors are not because marketers have created new needs and wants, but because they utilize those trends to better meet the needs and wants of consumers. Marketing has become almost entirely consumer driven, which means that marketers select their target market and then create the product or service that is most needed and demanded. In conclusion, marketing has just become a first-mover business, where the first company that discovers the target market specific needs and wants will develop a product or service to satisfy that market. With the increased buying power that is apparent today and the decrease in brand loyalty, consumers are likely to buy those products and services offered because they are available.Narrator Listen to part of a lecture in a business class. Now get ready to answer the questions. You may use your notes to help you answer.

What is the talk mainly about?

A．Whether the market creates or satisfies the needs.

B．The relationship between marketing and customers.

C．What should marketers do to launch a new product.

D．What should marketers do to develop a new market.

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第3题

Marketing involves selling products and services, but that doesn’t mean marketing is limited to sales activities.()

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第4题

Marketing, in economics, is that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer.

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第5题

TRAINING OPPORTUNITIES FOR LOCAL BUSINESSES

Aseries of 15 one-day courses is being planned for small businesses in the Scar brook area during September and October. The focus will be on practical training in a range of business skills areas, including presentation skills, marketing on the internet, negotiating effectively and dealing with difficult clients.

The courses are being run by a recently founded training organisation, Scar brook Training Company (STC). This organisation is a partnership between Scar brook Council and the town's Business Development Agency, which has been training Scar brook businesses for a number of years.

A spokesperson for the company confirmed that STC, which receives government funding, is offering these courses free of charge. This is an excellent opportunity for local businesspeople, who would otherwise expect to pay as much as ￡250 to attend a one-day business skills course.

Although firms are allowed to register a maximum of two employees per course, participants may attend as many courses as they wish. Bookings will take place for the two weeks following an open day at STC on 27 August. STC recommends that applications for places are submitted as soon as possible to avoid disappointment.

For further information, contact STC on: 0859 211432 or online at: http://www, stc.co.uk.

Courses are aimed at companies in and around Scar brook.

A．Right

B．Wrong

C．Doesn't say

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第6题

The Name Game

Each year, business executives around the world struggle to find original and catchy names for their companies and their companies' products, According to business experts, these decisions are among the most important decisions that firms ever make. A name is the first point of contact that a company has with the world, and it can be an effective marketing tool. And respected names have value. When a company is sold, there is often a fee for transferring the company name to the new owners. The rights to the names Indian Motorcycles and Pan Am Airlines were sold years after those companies went bankrupt. Names are so important that some companies hire special naming firms that develop a list of names, test them at focus groups, screen them to be sure they are available, and then trademark the final selections. But how do firms decide on names?

Ways of playing the name game

Some companies cheese straightforward names. These may include the name or names of the founders (Proctor & Gamble, Hewlett Packard), the place where they first did business (Minnesota Mining and Manufacturing, Mutual of New York), or their primary products (General Electric, General Motors). To make a straightforward name memorable, though, is a challenge.

Some companies are mainly identified by initials. International Business Machines is almost universally called IBM, American Telephone and Telegraph has become AT&T, and Kentucky Fried Chicken has consciously chosen to be known as KFC. In some cases, though, it is not exactly clear what the initials stand for. The computer company NBI's initials stand for "Nothing But Initials." Or take the case of IKEA, the Swedish design firm: The initials IK come from the name of the founder, Ingvar Komrat. The E comes from the name of his family farm, Elmtaryd, and the A comes from the nearby town of Agunnaryd. Some firms create names by a process called "morpheme (词素)construction," first shortening and then fusing parts of the company's full names. For example, United Information Systems is generally referred to as Unisys and Federal Express as FedEx. FedEx saved money with its new name too: the shorter name cost $1,000 less to paint on each of the company's 10,000 trucks. Some companies use unusual spellings of common names: Cingular for Singular, Citibank for City Bank, and Sunkist for Sun Kissed.

Some companies choose names that are inspired by other company names. According to the founder of the Carnation evaporated-milk company, the name for his product was suggested, strangely enough, by a brand of cigars known as Carnations. Steve Jobs, founder of Apple Computers, was a Beatles fan, and he named his company after Apple Records, the label founded by the Beatles. This "borrowing" is perfectly legal as long as the two companies are not in the same line of business. (Reportedly, Steve Jobs had to sign an agreement not to produce records.) However, in some cases, company lawyers have said that use of their name, or even part of their name, results in "dilution" of the strength of that name, and they have sued other companies to prevent this. Toys-R-Us, for example, has tried to protect the "R-Us" portion of their name even when it has been applied to completely different products, such as cheese or flowers or guns, and McDonald's has tried to prevent companies from using the "Mc" prefix that has been used for many of their products.

Some firms have chosen names that have nothing to do with their business. Apple is not in the fruit business; it makes computers. Red pepper does not sell spices; it sells software. Domino's has nothing to do with games; it makes pizza. A number of companies have chosen off-the-wall or playful names for their products. There are those naming experts who warn against this, saying that consumers will not take these seriously, and in the case of Boo. com, they may have been fight:

A．Y

B．N

C．NG

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第7题

It's believed that the success of any brand is determined by the ______ of marketing.

A．expenditure

B．knowledge

C．reputation

D．practice

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第8题

?Read this text taken from a book on marketing management.

?Choose the best sentence to fill each of the gaps.

?For each gap (9-14), mark one letter (A-H) on your Answer Sheet.

?Do not use any letter more than once.

The Development of the Shoe Industry

From 1900 until 1940s, approximately 400 shoe manufacturers were operating in New England; by 1985, only 10 percent remained. Despite the market pressures, Murrayhill remained profitable and had even diversified its distribution channels by establishing direct mail cataloging in the late 1970s. Murrayhill survived by producing a premium-quality product that was difficult to duplicate and that appealed to a narrow market segment willing to pay high prices for Murrayhill quality. As fashion became a more important component of men's shoe purchasing behavior. and casual styles became more popular, the company broadened its product line to include several fashionable and light-weight styles that retained the famous Murrayhill quality. (9) In 1985, the men's premium shoe market was considered to include brands with a price range of $ 75 or higher. Murrayhill, Inc. Hohnston & Murphy, E.T. Wright & Company, Alien Edmonds, and Florsheim were the major domestic manufacturers producing premium shoes. Measuring market share within the industry was difficult because so many of the manufacturers were private companies, like Murrayhill. (10) Alien Edmonds, headquartered in Wisconsin, relied primarily on nonproprietary retail outlets for its distribution. Its advertising was sizable, with expenditures in $1 million to $2 million range. (11) .Alien Edmonds also operated a small direct mail catalog business, the majority of whose costs were handled by Edmonds's retail accounts. E.T. Wright & Company, headquartered in Massachusetts, operated an extensive direct mail business and, like Murrayhill, relied on non-proprietary distribution. (12) Florsheim's product line covered several price points, including those in the premium market. Florsheim was, by far, the strongest competitor, with an estimated market share of 18 percent and both non-proprietary retail distribution channels. Hanover, a medium priced shoe manufacturer, also was noted for its direct distribution system. (13) .Imports accounted for a 50 percent share of the total men's shoe market. Bally, the strongest competitor, was the leading imported brand in this market before 1975 and maintained a market share of close to 25 percent at that time. By 1985, other imported brands included Baker Benjes, Cole Ham, Ferragamo, Bruno Magli, and Church's. (14) .Most of the imported brands were lighter in weight and designed to appeal to more fashion-conscious consumers.

A The continued labor intensity of shoe manufacturing made the industry vulnerable to lowe-priced imports.

B In addition, these companies were not always in direct competition because distribution channels differed.

C Despite the market pressures, Murrayhill remained profitable and had even diversified its distribution channels by establishing direct mail cataloging in the late 1970s.

D Johnston & Murrayhill, on the other hand, operated proprietary retail outlets and experimented in the mail order business for both men's and ladies' premium shoes.

E Most of this was spent promoting brand name awareness to consumers.

F The company owned over 100 proprietary retail stores, operated a successful mail order business, and produced private label footwear for J.C. Penney&Sears, Roebuck department stores.

G The imported products differed from the domestic premium brands, however.

H Nonetheless

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