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[主观题]

Marketing planning involves designing activities relating to marketing __________ and the changing marketing environment.

A、A. trends

B、B. objectives

C、C. circle

D、D. focus

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第1题

The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" mediasuch as television commercials and print advertisementsstill play a major role , companies today can exploit many alternative forms of media. Consumers passionate about a product may create "earned" media by willingly promoting it to friends, and a company .may leverage "owned" media by sending e-mail alerts about products and sales to customers registered with its Web site. The way consumers now approach the process of making purchase decisions means that marketing's impact stems from a broad range of factors beyond conventional paid media.

Paid and owned media are controlled by marketers promoting their own products. For earned media, such marketers act as the initiator for users' responses. But in some cases, one marketer's owned media become another marketer's paid mediafor instance, when an e-commerce retailer sells ad space on its Web site. We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment. This trend, which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products. Besides generating income, the presence of other marketers makes the site seem objective, gives companies opportunities to learn valuable information about the appeal of other companies' marketing, and may help expand user traffic for all companies concerned.

The same dramatic technological changes that have provided marketers with more ( and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.

If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk. In such a case, the company's response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.

Consumers may create "earned" media when they are______.

A．obsessed with online shopping at certain Web sites.

B．inspired by product-promoting e-mails sent to them.

C．eager to help their friends promote quality products.

D．enthusiastic about recommending their favorite products.

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第2题

Consumers may create "earned" media when they are______.

A．obsessed with online shopping at certain Web sites.

B．inspired by product-promoting e-mails sent to them.

C．eager to help their friends promote quality products.

D．enthusiastic about recommending their favorite products.

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第3题

A. Modeler

1. Two years of work experience with a top management consulting firm and Master's degree from top university in quantitative disciplines, such as engineering, operations research, statistics, econometrics, applied math, or physics.

2. English fluency, written and oral.

3. Ability and desire to learn quickly.

4. Drive, entrepreneurial spirit.

B. Intern

1. Major in Art, IT, Marketing, Human resources management.

2. Master/bachelor.

3. Mature in major.

4. Fluent-English oral and written, CET-6. and above.

5. Out-going, good team player with excellent interpersonal skill.

6. Leader in campus activities a plus.

C. Assistant Manager

1. Deep knowledge of Chinese equities markets, and client network, plus knowledge of transactions technologies.

2. Proficient in both Chinese (Mandarin, reading and speaking) and English.

3. Fast behaviors.

4. 3—5 years' experience at either information vendor/trading systems vendor, or at financial markets firm/organization.

5. Good communication, analytical, interpersonal and project management skills.

6. Good knowledge of marketing strategy and market research, and ability to apply practically to support decision-making and execution.

D. China Content Specialist

1. Deep knowledge of China equities and equities-related content is a must.

2. Proficient in both Chinese (Mandarin, reading and speaking) and English.

3. Fast behaviors.

4. 3 years' experience at either information vendor, or at financial markets firm/organization.

5. Good analytical, interpersonal, project management and communication skills.

6. Degree holder in Marketing, Financial Management or related disciplines.

The applicants need to have worked in a consulting company.

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第4题

MEMO

To: All employees

From: Frank Palmer, CEO

Date: October 3

Subject: Budgeting for marketing

We will need annual revenues of more than $3,000,000 to support our marketing plan. Currently, an average of 5.0% of our total sales is used for marketing expenses. We need to increase that amount from this year. It is our belief that strong marketing will make us more competitive.

Our rival, Poliris Corp., has increased their revenues by investing more into marketing. However, we will not invest more in marketing activities if our revenues decrease. According to our analysts, we can anticipate at least a 3% rise next quarter.

Please send me any questions, comments or suggestions you might have about this matter by e-mail at palmer@nova.com.

To: Frank Palmer <palmer@nova.com>

From: Karen Livingston <karen@nova.com>, Human Relations Director

Date: October 4

Subject: Budgeting for marketing

Dear Frank Palmer,

I have a question about the memo you sent out. How often will revenues be tracked? I believe that we need to keep track of how much revenue increase we will have as a result of this new marketing budget plan. We also need to consider our fixed costs such as salaried staff. I believe this plan will require more staff, so we should be considering those extra costs.

I'd like to go over these points, as well as other issues in relation to the staff, with you in person. Please let me know if you are available for a meeting on Friday. I'm meeting with a client in the morning, so the afternoon would be best.

Regards,

Karen Livingston

What is the purpose of the memo?

A．To set up a meeting to discuss the budget

B．To tell employees about money for marketing

C．To ask the employees for comments about the budget

D．To alert the employees about hiring more staff

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第5题

What should a good marketing plan be like, according to the passage?

A．It is an academic and complex document.

B．It should follow the college marketing textbook.

C．it"s all about the ways to attract your target market.

D．It should include planning process and the completed action plan.

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第6题

The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want to be competitive.

Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results.

Translation mistakes are at the heart of many blunders in international advertising.

General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new (star)" and means "star" in many languages, but in spoken Spanish it can sound like "no va", meaning "it doesn't go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales "picked up" dramatically.

Marketing blunders have also been made by food and beverage companies. One American food company's friendly "Jolly Green Giant" (for advertising vegetables) became something quite different when it was translated into Arabic as "Intimidating Green Ogre".

When translated into German, Pepsi's popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave": No wonder customers in Germany didn't rush out to buy Pepsi.

Successful international marketing doesn't stop with good translations--other aspects of culture must be researched and understood if marketers are to avoid blunders.

When marketers do not understand and appreciate the values, tastes, geography, climate, superstitions, religion, or economy of a culture, they fail to capture their target market.

For example, an American designer tried to introduce a new perfume into the Latin American market but the product aroused little interest. The main reason was that the camellia used in it was traditionally used for funerals in many South American countries..

Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translations and more sensitive to cultural distinctions.

The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back translation" to reduce the possibility of blunders.

The process uses one person to translate a message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings.

In designing advertisements for other countries, messages need to be short and simple.

They should also avoid jokes, since what is considered funny in one part of the world may not be so humorous in another.

The best title of this passage might be ______.

A．Culture Is Very Important in Advertising

B．Avoid Cultural Misunderstanding between Nations

C．Overcome Cultural Shock in Different Countries

D．Advertisements Reflect Various Life Styles

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第7题

The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want to be competitive. Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results. Translation mistakes are at the heart of many blunders in international advertising.

General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new (star)" and means "star" in many languages, but in spoken Spanish it can sound like "nova", meaning "it doesn't go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales picked up dramatically.

When translated into German, Pepsi's popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave". No wonder customers in Germany didn't rush out to buy Pepsi.

Even a company with an excellent international track record like Kentucky Fried Chicken is not immune to the perils of faulty translation. Many sales were lost when the catch phrase "finger licking food" became "eat with your fingers off" in Chinese translation.

A manufacturer of one laundry detergent also made an expensive mistake in the Middle East. Its advertisements showed a picture of a pile of dirty clothes on the left, a box of the company's detergent in the middle, and clean clothes on the right. Unfortunately, the message was incorrectly interpreted because most people looked at it from right to left, the way Arabic is read.

Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translation and more sensitive to cultural distinctions. The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back translation" to reduce the possibility of blunders. The process uses one person to translate a message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings.

It can be inferred that Chevrolet Nova ______.

A．was originally aimed at the market of Latin countries

B．suffered a severe sales slide in the Spanish market

C．did not have as good performance as Caribe

D．was popular outside the Spanish market

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第8题

General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new(star)" and means "star" in many languages, but in spoken Spanish it can sound like "nova", meaning "it doesn't go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales picked up dramatically.

When translated into German, Pepsi's popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave". No wonder customers in Germany didn't rush out to buy Pepsi.

Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translation and more sensitive to cultural distinctions. The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back ranslation" to reduce the possibility of blunders. The process uses one person to translate a message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings.

The phrase "the catch phrase"(Line 2, Para. 5) has the closest meaning to ______.

A．the promotion slogan

B．the marketing strategy

C．the secret recipe

D．the pleasant taste

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第9题

Public relations is management function that creates, develops, and carries out policies and programs to influence public opinion or public reaction about an idea, a product, or an organization. The field of public relations has become an important part of the economic, social and political pattern of life in many nations. That field includes advertising, promotional activities, and press contact. Public relations also exists at the same time in business with marketing and merchandising to create the climate in which all selling functions occur.

Public relations activities in the modern world help institutions to cope successfully with many problems, to build prestige for an individual or a group, to promote products, and to win elections. The majority of public relations workers are staff employees working within a corporate or institutional framework. Others operate in public relations counseling firms.

In industry, public relations personnel keep management informed of changes in the opinions of Various publics(that is, the groups of people whose support is needed): employees, stockholders(股东), customers, suppliers, dealers, the community, and the government. These professionals counsel management as to the impact of any action or lack of action on the behavior. of the target audiences. Once an organizational decision has been made, the public relations person has the task of communicating this information to the public using methods that promote understanding, and desired behavior. For example, a hospital merger, an industrial plant closing, or the introduction of a new product all require public relations planning and skill.

Public relations activities are a major part of the political affairs in many nations. Politicians seeking office, government agencies seeking acceptance and cooperation, officials seeking support for their policies, and foreign governments seeking aid and allies abroad all make extensive use of counseling services provided by public relations specialists.

Public relations also play an important role in the entertainment industry. The theater, motion pictures, sports, restaurants, and individuals all use public relations services to in crease their business or add to their image. Other public relations clients are educational, social service and charitable institutions, trade unions, religious groups, and professional societies.

The successful public relations practitioner(从业者) is a specialist in communication arts and persuasion. Specialized skills are required to handle public opinion research, media relations, direct mail activities, institutional advertising, publications, film and video production, and special events. Public relations services are so far virtually unused in many developing nations, but they are likely to be a future government concern.

In Paragraph One, the author mainly tells us _________.

A．the methods of public relations

B．the activities of public relations

C．the functions of public relations

D．the definition of public relations

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第10题

Canada's Competition Bureau has some new guidelines governing on-line advertising and marketing that businesses with websites should keep in mind when making claims about products and services. On February 18, 2003, the Bureau clarified the rules relating to on-line advertising and marketing in an Information Bulletin addressing the application of the Competition Act to representations on the Internet.

The Competition Act basically sets out rules relating to misleading representations and deceptive marketing practices. The Bulletin was issued to foster obedience with the Competition Act and ensure greater fairness, predictability and transparency in its application to representations made on the Internet. Specifically, it contains criminal and civil provisions that prohibit misleading representations and deceptive marketing practices related to products or services. Any representation that is false or misleading in a "material respect" is prohibited. As determined by the courts, a representation is deemed misleading in a material respect if it conveys a false impression to the ordinary citizen and would likely influence his or her decision to purchase the product.

Although the Bulletin is not legally binding on the Competition Bureau, it sets out the Bureau's position that the Competition Act applies equally to false or misleading representations regardless of the medium in which they are made. The rules set out in the Competition Act will be applied in a manner that is neutral—neither biasing business activity toward or away from the Internet. The Competition Bureau is of the opinion that responsibility for false or misleading advertisements lies with the person who "causes" the representation to be made. In the on-line context, this would typically be the business that controls the content of the website and for whom the website is made available.

The Bulletin provides guidance to businesses operating websites and presents the Bureau's opinion on the application of the Competition Act to representations made on-line. Obviously, determining whether or not a particular representation is false or misleading will depend on all of the circumstances surrounding the representation. Businesses concerned about the potential application of the provisions on misleading representations and deceptive marketing practices in the Competition Act to their websites should consult with their legal advisor.

According to the article, the function of the bulletin put out by the Competition Bureau was to ______.

A．eliminate deceptive on-line advertising

B．introduce the Competition Act

C．clarify roles related to on-line advertising and marketing

D．inform. the Canadian public about deceptive marketing practices

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