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营销策略MarketingStrategyPARTONEQuestions1—8·Lookatthestatementsbelowandthefiveextractsaboutadvertisingandpromotionfromanarticle.·Whichextract(A,B,C,DorE.doeseachstatement(1—8)referto?·Foreachstatement(1—8),makeoneletter(A,B,C,DorE.onyourAnswerSheet.·Youwillneedtousesomeoftheselettersmorethanonce.A.SMSmarketingismarketingusingamobilephone.SMSstandsforshortmessageserver,otherwiseknownastextmessaging.InshortSMSmarketingisdoneusingamobiledevicetotransfermarketingcommunicationtointerestedconsumers.It'sanareathatisgainingagreatdealofinterestbybusinessesbothsmallandlarge.B.Inaperfectworld,everybrandwouldcontainavarietyofmeanings,thebettertospeaktoavarietyofconsumers.Thetroublewithstuffingthebrandthiswayisthatthemeaningthatworksforoneconsumercanbewilderorantagonizethenext.Buildingabrandwithmanymeaningscansometimesfailspectacularly.Everyonecreatingpopularcultureistryingtosolvethisquestion.C.Marketingmanagersworkwithadvertisingandpromotionmanagerstopromotethefirm'sororganization'sproductsandservices.Withthehelpoflowerlevelmanagers,includingproductdevelopmentmanagersandmarketresearchmanagers,marketingmanagersestimatethedemandforproductsandservicesofferedbythefirmanditscompetitorsandidentifypotentialmarketsforthefirm'sproducts.D.Marketersshouldalsobeawareofthecompetitionthattheywillfacewhenpursuingapositionatamediacompany.Typically,marketersmusthaveaplethoraofsolidexperienceandavastunderstandingofthemediaindustryandthespecificchangesimpactingtheindustrytheyarelookingtoworkin.E.Convergencehassignificantlyblurredthelinesbetweenprint,internet,televisionandradio.Messagingthatusedtobetailoredforoneoutletwillnowhavetobeadjustedforawideraudience.Further,theaccessibilityoftheinternethascreatedaverydiverseandglobalcustomerbase.1、Marketersshouldalreadybefamiliarwithhowtocommunicatetheirmessagesacrossavarietyofmediums.2、Marketingmanagersalsodeveloppricingstrategiestohelpfirmsmaximizeprofitsandmarketsharewhileensuringthatthefirms'customersaresatisfied.3、Incollaborationwithsales,productdevelopment,andothermanagers,theymonitortrendsthatindicatetheneedfornewproductsandservicesandtheyoverseeproductdevelopment.4、IntheUnitedStatesalone9outof10peoplecarryamobiledeviceaccordingtoresearchdonebyMobiThinking.5、Somarketersshouldbuildtheirawarenessofdifferentculturesandrespectivesensitivities.6、SpecificallywehavesomethingtolearnfromHollywood,whichIbelievemayserveusasakindoflaboratory.7、Atpresent,SMSmarketingisconsideredtobeoneofthemoredirectandpersonalformsofmarketing.8、Somarketershavesomethingtolearnfromnonmarketers.PARTTWOQuestions9—14·ReadthetextabouttheYao'scareerdevelopmentintheU.S.·Choosethebestsentencetofilleachofthegaps.·Foreachgap(9—14),markoneletter(A-H)onyourAnswerSheet.·Donotuseanylettermorethanonce.A.Let'sstartoffbyreviewingtheformaldefinitionsofeachB.Alloftheseelementsmustnotonlyworkindependentlybuttheyalsomustworktogethertowardsthebiggergoal.C.AdvertisingonlyequalsonepieceofthepieinthestrategyD.WhilebothcomponentsareimportanttheyareverydifferentE.AdvertisingisthelargestexpenseofmostmarketingplansF.AdvertisingcanbedefinedasawaytopublicizetheinformationconsumersneedG.AfterreadingbothofthedefinitionsitiseasytounderstandhowthedifferencecanbeconfusingtothepointH.WecancomeaconclusionthatalltheelementsareimportantforadvertiserstonoteMarketingvs.Advertising:What'stheDifference?Youwilloftenfindthatmanypeopleconfusemarketingwithadvertisingorviceversa.9Knowingthedifferenceanddoingyourmarketresearchcanputyourcompanyonthepathtosubstantialgrowth.10andthenI'llgointotheexplanationofhowmarketingandadvertisingdifferfromoneanother:Advertising:Thepaid,public,non-personalannouncementofapersuasivemessagebyanidentifiedsponsor;thenon-personalpresentationorpromotionbyafirmofitsproductstoitsexistingandpotentialcustomers.Marketing:Thesystematicplanning,implementationandcontrolofamixofbusinessactivitiesintendedtobringtogetherbuyersandsellersforthemutuallyadvantageousexchangeortransferofproducts.11thatpeoplethinkofthemasone-in-thesame,soletsbreakitdownabit.Advertisingisasinglecomponentofthemarketingprocess.It'sthepartthatinvolvesgettingthewordoutconcerningyourbusiness,product,ortheservicesyouareoffering.Itinvolvestheprocessofdevelopingstrategiessuchasadplacement,frequency,etc.Advertisingincludestheplacementofanadinsuchmediumsasnewspapers,directmail,billboards,television,radio,andofcoursetheInternet.12withpublicrelationsfollowinginaclosesecondandmarketresearchnotfallingfarbehind..Thebestwaytodistinguishbetweenadvertisingandmarketingistothinkofmarketingasapie,insidethatpieyouhaveslicesofadvertising,marketresearch,mediaplanning,publicrelations,productpricing,distribution,customersupport,salesstrategy,andcommunityinvolvement.1314Marketingisaprocessthattakestimeandcaninvolvehoursofresearchforamarketingplantobeeffective.Thinkofmarketingaseverythingthatanorganizationdoestofacilitateanexchangebetweencompanyandconsumer.PARTTHREEQuestions15—20·Readthefollowingarticleonthereasonswhycustomersdon'tbuyfromyou.·Foreachquestion(15—20)markoneletter(A,B,CorD.onyourAnswerSheetfo