Marketing plan is a written document that acts as a（n) _________ of marketing objectives f

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第1题

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

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第2题

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

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第3题

The example of Proctor and Gamble's famous Ivory S...

The example of Proctor and Gamble's famous Ivory Soap shows the potential that lies in mass marketing and planned, a______ and the importance of recognizable b______ names. Ivory Soap, first produced in 1879, was well p______ with clever slogans. These slogans, particularly the idea that the soap is so pure that it floats, p______ so successful that they are still p______ today. At the same time, the use of the radio serial for Ivory promotion gave rise to the e______ "soap opera", which has become a modern g______ phenomenon. The development of Proctor and Gamble itself, from a small-scale operation founded by two i______ to a multinational empire of today serves as a good example to build brand names.

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第4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5题

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第6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7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8题

1 The Great Western Cake Company (GWCC) is a well-established manufacturer of specialist flour confectionery

products, including cakes. GWCC sells its products to national supermarket chains. The company’s success during

recent years is largely attributable to its ability to develop innovative products which appeal to the food selectors within

national supermarket chains.

The marketing department of Superstores plc, a national supermarket chain has asked GWCC to manufacture a cake

known as the ‘Mighty Ben’. Mighty Ben is a character who has recently appeared in a film which was broadcast

around the world. The cake is expected to have a minimum market life of one year although the marketing department

consider that this might extend to eighteen months.

The management accountant of GWCC has collated the following estimated information in respect of the Mighty Ben

cake:

(1) Superstores plc has decided on a launch price of ￡20·25 for the Mighty Ben cake and it is expected that this

price will be maintained for the duration of the product’s life. Superstores plc will apply a 35% mark-up on the

purchase price of each cake from GWCC.

(2) Sales of the Mighty Ben cake are expected to be 100,000 units per month during the first twelve months.

Thereafter sales of the Mighty Ben cake are expected to decrease by 10,000 units in each subsequent month.

(3) Due to the relatively short shelf-life of the Mighty Ben cake, management has decided to manufacture the cakes

on a ‘just-in-time’ basis for delivery in accordance with agreed schedules. The cakes will be manufactured in

batches of 1,000. Direct materials input into the baking process will cost ￡7,000 per batch for each of the first

three months’ production. The material cost of the next three months’ production is expected to be 95% of the

cost of the first three months’ production. All batches manufactured thereafter will cost 90% of the cost of the

second three months’ production.

(4) Packaging costs will amount to ￡0·75 per cake. The original costs of the artwork and design of the packaging

will amount to ￡24,000. Superstores plc will reimburse GWCC ￡8,000 in the event that the product is

withdrawn from sale after twelve months.

(5) The design of the Mighty Ben cake is such that it is required to be hand-finished. A 75% learning curve will

apply to the total labour time requirement until the end of month five. Thereafter a steady state will apply with

labour time required per batch stabilising at that of the final batch in month five. The labour requirement for the

first batch of Mighty Ben cakes to be manufactured is expected to be 6,000 hours at ￡10 per hour.

(6) A royalty of 5% of sales revenue (subject to a maximum royalty of ￡1·1 million) will be payable by GWCC to the

owners of the Mighty Ben copyright.

(7) Variable overheads are estimated at ￡3·50 per direct labour hour.

(8) The manufacture of the Mighty Ben cake will increase fixed overheads by ￡75,000 per month.

(9) In order to provide a production facility dedicated to the Mighty Ben cake, an investment of ￡1,900,000 will be

required and this will be fully depreciated over twelve months.

(10) The directors of GWCC require an average annual return of 35% on their investment over 12 months and

18 months.

(11) Ignore taxation and the present value of cash flows.

Note: Learning curve formula:

y = axb

where y = average cost per batch

a = the cost of the initial batch

x = the total number of batches

b = learning index (= –0·415 for 75% learning rate)

Required:

(a) Prepare detailed calculations to show whether the manufacture of Mighty Ben cakes will provide the required

rate of return for GWCC over periods of twelve months and eighteen months. (20 marks)

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第9题

It sometimes seems that plans for emissions trading are piling up even faster than the greenhouse gases they are designed to curb. In late July the first emission exchange in Australia and Canada opened, in anticipation of mandatory carbon-trading schemes in both countries. America already has a healthy voluntary carbon market, and will soon add an obligatory one for utilities in certain states. But the evidence from the most advanced such "cap-and-trade" programme, the European Union's Emissions Trading Scheme (ETS), suggests that companies are struggling to make the most of carbon markets.

In theory, cap-and-trade schemes allow firms to reduce their emissions at the lowest possible cost. Governments put a limit on the amount firms can pollute, and issue an equivalent number of allowances. Those companies that find they do not have enough must either cut emissions or buy spare allowances from others. But for the system to work efficiently, firms must take advantage of all opportunities to reduce the costs of participation.

Not all of them do, however. Last year, after the price of European allowances plunged, New Carbon Finance, a research firm, and Cantor CO2e, a brokerage, surveyed 452 participants in the ETS. The price had fallen because it had become obvious that governments had issued too many allowances and the market would soon be flooded. Yet 31% of respondents with allowances to spare said they would not sell them until the end of 2006, just in case a last minute surge in their emissions left them short. Another 16% said they would wait until the end of this year, when the first phase of the ETS winds up. This caution has cost them dearly. The price of permits, which was roughly 15 ($19) at the time, is now less than 0.15 ( $0.21).

The root of the problem, says Guy Turner of New Carbon Finance, is that many companies view the ETS as a regulatory burden, rather than a chance to make money. They tend to put environmental experts, rather than financial whizzes, in charge of their participation in the scheme. The former, in turn, tend to concentrate on making sure that their firm has enough allowances, rather than on maximising their value. They are seldom used to trading, and are sometimes uncomfortable with the idea of "profiteering" from a system designed to cut pollution. Moreover, they have little incentive to stick their necks out by proposing elaborate transactions in the carbon markets, since they are unlikely to be rewarded if they succeed, but risk dismissal if something goes wrong. Governments do not help matters by handing out allowances to polluters for free, giving them little incentive to capitalise on what are actually valuable assets.

James Emanuel of Cantor CO2e points to several signs that firms are not exploiting carbontrading opportunities to the full. One example is the difference in price between European allowances and Certified Emission Reductions (CERs), which are carbon credits derived from emissions cuts in poor countries. Under the ETS, CERs are interchangeable with European allowances, within certain limits. Yet they are much cheaper. Firms holding European allowances could sell them now, buy CERs instead, and pocket the difference. The persistent difference in price suggests that few are doing so.

By the same token, on the futures market, there is hardly any difference between the price of European allowances to be delivered in 2008 and those to be delivered in 2009. Since firms receive their allowances from governments more than a year before they actually need them for compliance purposes, they could sell them and sign a futures contract agreeing to buy the permits they need a year later, at only marginally higher cost. This is tantamount to taking out a loan at an enticingly low interest rate.

What is ETS? In what way does it help to reduce carbon emissions?

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第10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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Marketing plan is a written document that acts as a（n) _________ of marketing objectives for the marketing manager.