营销策略+Marketing+Strategy.docx
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营销策略+Marketing+Strategy.docx
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营销策略+Marketing+Strategy
营销策略MarketingStrategy
PARTONE
Questions1—8
·Lookatthestatementsbelowandthefiveextractsaboutadvertisingandpromotionfrom anarticle.
·Whichextract(A,B,C,DorE.doeseachstatement(1—8)referto
·Foreachstatement(1—8),makeoneletter(A,B,C,DorE.onyourAnswerSheet.
·Youwillneedtousesomeoftheselettersmorethanonce.
A.SMSmarketingismarketingusingamobilephone.SMSstandsforshortmessageserver,otherwiseknownastextmessaging.InshortSMSmarketingisdoneusingamobiledeviceto transfermarketingcommunicationtointerestedconsumers.It'sanareathatisgainingagreatdealofinterestbybusinessesbothsmallandlarge.
B.Inaperfectworld,everybrandwouldcontainavarietyofmeanings,thebettertospeak toavarietyofconsumers.Thetroublewithstuffingthebrandthiswayisthatthemeaningthatworksforoneconsumercanbewilderorantagonizethenext.Buildingabrandwithmanymeaningscansometimesfailspectacularly.Everyonecreatingpopularcultureistryingtosolvethisquestion.
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C.Marketingmanagersworkwithadvertisingandpromotionmanagerstopromotethe firm'sororganization'sproductsandservices.Withthehelpoflowerlevelmanagers,includingproductdevelopmentmanagersandmarketresearchmanagers,marketingmanagersestimatethedemandforproductsandservicesofferedbythefirmanditscompetitorsandidentifypotentialmarketsforthefirm'sproducts.
D.Marketersshouldalsobeawareofthecompetitionthattheywillfacewhenpursuinga positionatamediacompany.Typically,marketersmusthaveaplethoraofsolidexperienceandavastunderstandingofthemediaindustryandthespecificchangesimpactingtheindustrytheyarelookingtoworkin.
E.Convergencehassignificantlyblurredthelinesbetweenprint,internet,televisionandradio.Messagingthatusedtobetailoredforoneoutletwillnowhavetobeadjustedforawideraudience.Further,theaccessibilityoftheinternethascreatedaverydiverseandglobalcustomerbase.
1、Marketersshouldalreadybefamiliarwithhowtocommunicatetheirmessagesacrossa varietyofmediums.
2、Marketingmanagersalsodeveloppricingstrategiestohelpfirmsmaximizeprofitsand marketsharewhileensuringthatthefirms'customersaresatisfied.
3、Incollaborationwithsales,productdevelopment,andothermanagers,theymonitor trendsthatindicatetheneedfornewproductsandservicesandtheyoverseeproductdevelopment.
4、IntheUnitedStatesalone9outof10peoplecarryamobiledeviceaccordingtoresearch donebyMobiThinking.
5、Somarketersshouldbuildtheirawarenessofdifferentculturesandrespectivesensitivities.
6、SpecificallywehavesomethingtolearnfromHollywood,whichIbelievemayserveus asakindoflaboratory.
7、Atpresent,SMSmarketingisconsideredtobeoneofthemoredirectandpersonalforms ofmarketing.
8、Somarketershavesomethingtolearnfromnonmarketers.
}
PARTTWO
Questions9—14
·ReadthetextabouttheYao'scareerdevelopmentintheU.S.
·Choosethebestsentencetofilleachofthegaps.
·Foreachgap(9—14),markoneletter(A-H)onyourAnswerSheet.
·Donotuseanylettermorethanonce.
A.Let'sstartoffbyreviewingtheformaldefinitionsofeach
B.Alloftheseelementsmustnotonlyworkindependentlybuttheyalsomustworktogethertowardsthebiggergoal.
C.Advertisingonlyequalsonepieceofthepieinthestrategy
D.Whilebothcomponentsareimportanttheyareverydifferent
(
E.Advertisingisthelargestexpenseofmostmarketingplans
F.Advertisingcanbedefinedasawaytopublicizetheinformationconsumersneed
G.Afterreadingbothofthedefinitionsitiseasytounderstandhowthedifferencecanbe confusingtothepoint
H.Wecancomeaconclusionthatalltheelementsareimportantforadvertiserstonote
Marketingvs.Advertising:
What'stheDifference
Youwilloftenfindthatmanypeopleconfusemarketingwithadvertisingorviceversa.9Knowingthedifferenceanddoingyourmarketresearchcanputyourcompanyonthepathtosubstantialgrowth.
10andthenI'llgointotheexplanationofhowmarketingandadvertisingdifferfrom oneanother:
Advertising:
Thepaid,public,non-personalannouncementofapersuasivemessagebyanidentifiedsponsor;thenon-personalpresentationorpromotionbyafirmofitsproductstoitsexistingandpotentialcustomers.
Marketing:
Thesystematicplanning,implementationandcontrolofamixofbusinessactivitiesintendedtobringtogetherbuyersandsellersforthemutuallyadvantageousexchangeor transferofproducts.
11thatpeoplethinkofthemasone-in-thesame,soletsbreakitdownabit.
Advertisingisasinglecomponentofthemarketingprocess.It'sthepartthatinvolvesgettingthewordoutconcerningyourbusiness,product,ortheservicesyouareoffering.Itinvolvestheprocessofdevelopingstrategiessuchasadplacement,frequency,etc.Advertisingincludestheplacementofanadinsuchmediumsasnewspapers,directmail,billboards,television,radio,andofcoursetheInternet.12withpublicrelationsfollowinginaclosesecondandmarketresearchnotfallingfarbehind..
$
Thebestwaytodistinguishbetweenadvertisingandmarketingistothinkofmarketingasa pie,insidethatpieyouhaveslicesofadvertising,marketresearch,mediaplanning,publicrelations,productpricing,distribution,customersupport,salesstrategy,andcommunityinvolvement.1314Marketingisaprocessthattakestimeandcaninvolvehoursofresearchforamarketingplantobeeffective.Thinkofmarketingaseverythingthatanorganizationdoestofacilitateanexchangebetweencompanyandconsumer.
PARTTHREE
Questions15—20
·Readthefollowingarticleonthereasonswhycustomersdon'tbuyfromyou.
·Foreachquestion(15—20)markoneletter(A,B,CorD.onyourAnswerSheetfor theansweryouchoose.
Areyouspendingtimemarketingyourproduct,butstillnotsellingasmuchasyouwould likeThetruthisconsumershaveneedsandstepsthattheygothroughandthatpersuadesthemtobuy.Ifyourmarketingisnotmeetingthoserequirementsitisprobablythereasonsyourproductisnotselling.Asconsumerswearenotjustpersuadedbythe"price"ofaproduct,wearemovedbythebenefitsoftheproductandwhatitcandoforus;that'sourreasonforpurchasing.Ifyouarefindingthatyouarehavingdifficultyinsellingyourproductyoumaywanttoconsiderthefollowingreasonswhyconsumersdon'tbuyandevaluatehowyoucandobetteratmarketingyourproductsinawaythatconvertsconsumersintoyourcustomers.Theyarenotawareofyourproduct.
Consumerscannotpurchaseproductstheyarenotawareof.Ifyouaremarketing,butconsumersstilldon'tknowaboutyourproductitmaybetimetoevaluatewhyit'snotworking.Are youtargetingtherightmarketwithyourmessageIsyourmessagereachingthosethatwouldhaveaninterestinyourproductIt'simportanttorememberthatthesolutionisnotalwaysmoremarketing,becausetheproblemmayliewithwhereyouaremarketingat,andwhatmarketingvehiclesyouareusing.Theydon'tunderstandthebenefitsofyourproduct.Consumersdon'tbuyproductssolelybasedonprice.Now,thisdoesnotmeanthattheydon'tfactorinprice,theydo.Consumersbuybasedonthebenefitsyourproductbringsthem.Ifyouaskedyourcustomerswhatthebenefitsofyourproductare,wouldtheyknowThisisimportant.Yourmarketingmustbecenteredonthebenefitsforyourproductinorderforconsumerstotakeaninterestinpurchasingyourproduct.Createalistofthetopthreebenefitsofyourproductandusethoseinyourmarketingmessage.Theydon'tfeelyourproducthasperceivedvalue.Consumerswillnotbuyproductsthattheyperceiveashavingnovalue.WhyshouldcustomersvalueyourproductYoucanusethebenefitsofyourproducttocreateaperceivedvalueanditisthatperceivedvaluethathelpsinthesalesofyourproduct.Ifacustomercannotseevaluetheywillsimplypassyourproductby.Youmustcreatethatperceivedvalueinyourmarketingmessage.Theydon'tseehowyourproductmeetstheirneeds.
We'vetalkedaboutbenefitsandperceivedvalue,nowlet'stalkaboutneeds.Doconsumers knowhowyourproductmeetstheirneedsDoesitmaketheirlifeeasier,savethemtime,andmakethemfeelbetterWhatneeddoesyourproductsatisfyYouhavetotellconsumersthat,don'tmakethemguessorcomeupwiththeanswerontheirown,tellthemandhelpeducatethemonwhytheyneedyourproduct.
15、Whichisnotoneofthemainreasonsthattheconsumersdonotbuyyourproducts
A.Theconsumersdon'tfindthewaytoknowyourproduct.
,
B.Thepracticabilityoftheproductisnotobvious.
C.Theproductofothermarketerhasamorefavorableprice.
D.Consumersdon'tbuyanythingwhichtheythinkisofnovalue.
16、Whatdowelearnaboutfromthefirstparagraph
A.Theconsumersdon'twanttobuyfromyoubecauseyouappliedinappropriatewaysin marketingtheproduct.
B.Itisthebenefitsoftheproductthatattractthecustomerstopayforit.
C.Amarketershouldlearntosummarizethereasonsfromthefailuremarketing.
D.Meetingthecustomers'requirementsappearstobeofmostimportanceinmarketing techniques.
17、Whatdoestheauthormeanbysaying"createaperceivedvalueinyourmarketingmessage"
A.Itmeansthatyoushouldcreateaseductivemessageabouttheproducttoattractthe consumers'attention.
B.Itreferstothebenefitsandrequirements
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