首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
• Read this text taken from an article about marketing. • Choose the best sentence from the opposite page to fill each of the ga
• Read this text taken from an article about marketing. • Choose the best sentence from the opposite page to fill each of the ga
admin
2014-02-15
84
问题
• Read this text taken from an article about marketing.
• Choose the best sentence from the opposite page 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.
How effective is your marketing?
Gone are the days when companies had departments full of staff whose role nobody understood. Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses. And rightly so. But when it comes to marketing, what is effectiveness, how do you measure it, and why is its measurement so important?
Businesses are starting to recognise the key marketing questions. Are we providing the right products for the right people at the right price? Are our brands better than those of our competitors? (9) That’s because marketing is not the fluffy stuff that can be axed when the going gets tough - it is the essence of business. So if marketing is important, it follows that it pays to know if yours is working.
The first stage in the process is understanding your current position. How successful is your brand today? What is your market share? You should equip yourself with some sound facts and figures on which to base your conclusions. (10) It could be simply to boost sales. You may want to reinforce your leadership in a market or trounce a competitive brand. Influencing future profitability, possibly by building a short-term brand share, may be a priority. A clear objective is essential.
But how do you know if your marketing is achieving your goals? (11) Their success is not just related to how many boxes leave the factory. Effectiveness may not be tangible. It may be financial, it may not. ’The brand’ is an intangible asset, but it is now seen as an important one. Quantifying the value of an intangible asset is a difficult, but not impossible, task.
It is also necessary to evaluate both long-term effectiveness and the short-term outcomes of any campaign. (12) But the care of a brand is a marathon, not a sprint, and it is important not to lose sight of the long-term consequences.
Choosing the right measurement tools to evaluate a campaign is another important issue. (13) The accuracy they thus ensure should be consistent over time and correspond to the wider objectives of the business. Ultimately, marketing must deliver profit.
The essential debate should no longer be about the importance of marketing, but what we should do to measure its effectiveness, and what measures will ensure survival. (14) But to others it is likely to be a controversial issue - and one which can produce responses leading to widely different directions for their enterprises.
A Having done that, next comes establishing what it is that marketing activities should be achieving.
B Because of this, you may want to generate return on investment, perhaps by raising the quality of your brand.
C This shift in focus will be taken as read by the most successful businesses.
D Addressing such issues should mean that profits take care of themselves.
E Concerning the latter, it may be tempting to be seduced by efforts that yield quick results and satisfy investor pressure for immediate returns.
F These should be precise and based on empirical data.
G Good strategies are not necessarily linked to production or sales figures.
H Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses.
选项
答案
F
解析
转载请注明原文地址:https://www.kaotiyun.com/show/yw7d777K
本试题收录于:
BEC高级阅读题库BEC商务英语分类
0
BEC高级阅读
BEC商务英语
相关试题推荐
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
(Thecandidatechoosesonetopicandspeaksaboutitforoneminute.)A.MarketResearch:theimportanceofdoingmarketresearc
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
YouwillhearapassagebetweenJohnandLarry,whoarediscussingthethornyissueofputtingmotivationaltechniquesintoprac
YouwillhearapassagebetweenJohnandLarry,whoarediscussingthethornyissueofputtingmotivationaltechniquesintoprac
•Lookatthestatementsbelowandthenewsaboutbusinesstravelontheoppositepage.•Whichnews(A,B,C,DorE)doeseach
随机试题
A.一侧或双侧静脉曲张B.喘鸣C.肺不张D.声音嘶哑E.百日咳样咳嗽肺门结核淋巴结肿大,压迫支气管使其部分堵塞,可出现
有关合剂的说法不正确的是
以下关于眶下孔的叙述中哪项是错误的()
根据《中华人民共和国土地管理法实施条例》规定,乡(镇)土地利用总体规划经依法批准后,乡(镇)人民政府应当在本行政区域内予以公告。公告内容应当包括()。
合同的订立,应当遵循平等、自愿、公平、________原则。()
关于行政执行的含义,从公共行政的()的意义理解,行政执行即为行政执法活动。
宪法的根本地位取决于其确认、维护和巩固国家权力和政治制度,确认、保护和巩固经济基础,促进法制的完备和健全,并保障公民的基本权利和义务。()
依据《中华人民共和国行政处罚法》的规定,具有管理公共事务职能的组织成为行政处罚主体的条件有()。
ThefirstknownsettlersofBritainwere______.
【S1】【S10】
最新回复
(
0
)