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[判断题]

Marketing is rather than just distributing goods from the manufacturer to the final customer.（）

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发布时间：2022-06-01

更多“Marketing is rather than just distributing goods from the manufacturer to the final customer.（）”相关的问题

第1题

Marketing is bigger than just distributing goods from the manufacturer to the final customer.（）

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第2题

Marketing is （） just distributing goods from the manufacturer to the final customer.

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第3题

Marketing is （） just distributing goods from the manufacturer to the final customer.

A.rather than

B.other than

C.bigger than

D.more than

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第4题

Marketing is more than just distributing goods from the manufacturer to the final customer.（）

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第5题

Marketing is other than just distributing goods from the manufacturer to the final customer.（）

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第6题

It can be argued that much consumer dissatisfaction with marketing strategies arises from

an inability to aim advertising at only the likely buyers of a given product. There are three groups of consumers who are affected by the marketing process. First, there is the market segment-people who need the commodity in question. Second, there is the program target-people in the market segment with the "best fit" characteristics for a specific product. Lots of people may need trousers, but only a few qualify as likely buyers of very expensive designer trousers. Finally, there is the program audience all people who are actually exposed to the marketing program without regard to whether they need or want the product.

These three groups are rarely identical. An exception occurs occasionally in cases where customers for a particular industrial product may be few and easily identifiable. Such customers, all sharing a particular need, are likely to form. a meaningful target, for example, all companies with a particular application of the product in question, such as high-speed fillers of bottles at breweries. In such circumstances, direct selling (marketing that reaches only the program target) is likely to be economically justified, and highly specialized trade media exist to expose members of the program target--and only members of the program target--to the marketing program.

Most consumer-goods markets are significantly different. Typically, there are many rather than few potential customers. Each represents a relatively small percentage of potential sales. Rarely do members of a particular market segment group themselves neatly into a meaningful program target. There are substantial differences among consumers with similar demographic characteristics. Even with all the past decade's advances in information technology, direct selling of consumer goods is rare, and mass marketing--a marketing approach that aims at a wide audience--remains the only economically feasible mode. Unfortunately, there are few media that allow the marketer to direct a marketing program exclusively to the program target. Inevitably, people get exposed to a great deal of marketing for products in which they have no interest and so they become annoyed.

The author implies which of the following about specialized trade media？

A．They can be used only when direct selling is not economically feasible.

B．They are used only for very expensive products.

C．They are rarely used in marketing programs for industrial products.

D．They are used only when direct selling has not reached the appropriate segment.

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第7题

Baidu, China's leading search engine company, has unveiled its own eyewear called

Baidu Eye. It is said to be a different product from Google Glass in terms of functionality.

The company demonstrated a working prototype on September 3 at its annual Technology Innovation Conference in Beijing. It bears a similarity to Google Glass, but it has no screen. Instead, the device uses a camera to scan objects, and focuses on analyzing information around its user and beaming that to a smartphone.

Baidu says the device is designed to support image search. The company's CEO Robin Li believes in five years' time, people will get used to searching by image and audio rather than text. Li has given an example of how one can take advantage of Baidu Eye, "If you are in a shopping mall and come across a woman whose skirt looks really attractive, you take a photo of her skirt using Baidu Eye, and you'll get to know where to buy one for yourself.

According to Kaiser Kuo, Baidu's director of international communications, Baidu Eye can also recognize voice and gesture, "You can use voice commands, or gesture commands - like expanding to zoom, or circling an object in your field of view with your finger.

Baidu is yet to announce a release date or marketing plans for Baidu Eye.

1.Baidu is China's leading search engine company.{T; F}

2.Baidulaunched a product that has more functions than Google Glasson September 3.{T; F}

3.Baidu Eyecanscan objects with its small screen.{T; F}

4.The company’s CEO Robin Li believes thatpeople will get used to searching by text.{T; F}

5. Baidu has already announced the release of Baidu Eye.{T; F}

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第8题

Cooperative competition. Competitive cooperation. Confused？ Airline alliances have travele

rs scratching their heads over what' s going on in the skies. Some folks view alliances as a blessing to travelers, offering seamless travel, reduced fares and enhanced frequent-flyer benefits. Others see a conspiracy of big business, causing decreased competition, increased fares and fewer choices. Whatever your opinion, there' s no escaping airline alliances: the marketing hype is unrelenting, with each of the two mega-groupings. One world and Star Alliance, promoting itself as the best choice for all travelers. And, even if you turn away from their ads, chances are they will figure in any of your travel plans. By the end of the year, one world and Star Alliance will between them control more than 40% of the traffic in the sky. Some pundits predict that figure will be more like 75% in 10 years.

But why, after years of often ferocious competition, have airlines decided to band together？ Let' s just say the timing is mutually convenient. North American airlines, having exhausted all means of earning customer loyalty at home, have been looking for ways to reach out to foreign flyers. Asian carriers are still burring from the region-wide economic downturn that began two years ago— just when some of the airlines were taking delivery of new aircraft. Alliances also allow carriers to cut costs and increase profits by pooling manpower resources on the ground (rather than each airline maintaining its own ground crew) and code-sharing--the practice of two partners selling tickets and operating only one aircraft.

So alliances are terrific for airlines, but are they good for the passenger？ Absolutely, say the airlines: think to the lounges, the joint FFP (frequent flyer programme) benefits, the round-the- world fares, and the global service networks. Then there' s the promise of "seamless" travel: the ability to, say, travel form. Singapore to Rome to New York to Rio de Janiero, all on one ticket, without having to wait hours for connections or worry about your bags. Sounds utopian？ Peter Buecking, Cathay Pacific' s director of sales and marketing, thinks that seamless travel is still evolving. "It's fair to say that these links are only in their infancy. The key to seamlessness rests in infrastructure and information sharing. We' re working on this." Henry Ma, spokesperson for Star Alliance in Hong Kong, lists stone of the other benefits for consumers: "Global travelers have an easier time making connections and planning their itineraries." Ma claims alliances also assure passengers consistent service standards.

Critics of alliances say the much-touted benefits to the consumer are mostly pie in the sky, that alliances are all about reducing costs for the airlines, rationalizing services and running joint marketing programmes. Jeff Blyskal, associate editor of Consumer Reports magazine, says the promotional ballyhoo over alliances is much ado about nothing. "I don' t see much of a gain for consumers: alliances are just a marketing gimmick. And as far as seamless travel goes, I' II believe it when I see it. Most airlines can ' t even get their own connections under control, let alone coordinate with another airline."

Blyskal believes alliances will ultimately result in decreased flight choices and increased costs for consumers. Instead of two airlines competing and each operating a flight on the same route at 70% capacity, the allied pair will share the route and ran one full flight. Since fewer seats will be available, passengers will be obliged to pay more for tickets.

The truth about alliances and their merits probably lies somewhere between the travel utopia presented by the players and the evil empires portrayed by their critics. And how much they affect you depends on what kind of traveler you are.

Those who h

A．Delight.

B．Indifference.

C．Objection.

D．Puzzlement.

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第9题

Guidelines for food labelling are made with good intentions, but they end up leaving consu

mers baffled by ambiguous marketing rather than giving them the facts. Eating【B1】______has never been especially easy, but【B2】______the rules were straightforward: cut down on fat, get most calories from carbs and eat five portions of fruit and vegetables a day. In recent years, though, those simple rules have become more【B3】______Saturated fat, for example, may not be as【B4】______as we once thought. Avoiding it may drive us to【B5】______eat more sugar. Amid the【B6】______there was always the five-a-day rule to【B7】______back on. But even that is now being sliced, diced and mashed. A long and deliberate process of " de-bittering" has made fruit and veg tastier, but stripped them【B8】______some of their most valuable【B9】______They are still a healthy option, but may be less so than we have been led to believe. It is easy, but【B10】______, to blame the food industry. Growers and retailers are only【B11】______to consumer demand. But how many consumers have heard of de-bittering？ Can you demand something you dont know about？ The real【B12】______is a lack of reliable information,【B13】______by well-meaning but counterproductive rules on food labelling. This problem is exposed【B14】______what happens when the industry【B15】______a variety such as Beneforte broccoli, bred to be high in a nutrient with proven anticancer【B16】______But when retailers want to【B17】______this fact, they find their hands are tied.【B18】______giving evidence-based information, they have to use science-lite slogans such as "Naturally high in the plant nutrients, glucosinolates, with an exquisite sweet flavour. " That is the worst of all worlds,【B19】______healthfulness with sweetness—the opposite of what is going on in other fruit and veg. Food labelling rules are guided by the belief that consumers are incapable of understanding nuanced【B20】______information. That is patronising and past its sell-by date.

【B1】

A．healthily

B．hastily

C．heartily

D．heavily

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第10题

Airline Alliances Cooperative competition. Competitive cooperation. Confused？ Airline

alliances have travelers scratching their heads over whats going on in the skies. Some folks view alliances as a blessing to travelers, offering seamless travel, reduced fares and enhanced frequent-flyer benefits. Others see a conspiracy of big businesses, causing decreased competition, increased fares and fewer choices. Whatever your opinion is, there are no escaping airline alliances: the marketing hype is unrelenting, with each of the two mega-groupings. Oneworld and Star Alliance promote themselves as the best choice for all travelers. And, even if you turn away from their ads, chances are they will figure in any of your travel plans. But why, after years of often ferocious competition, have airlines decided to band together？ Lets just say the timing is mutually convenient. North American Airlines, having exhausted all means of earning customer loyalty at home, have been looking for ways to reach out to foreign flyers. Asian carriers are still hurting from the region—the wide economic downturn that began two years ago just when some of the airlines were taking delivery of new aircraft. Alliances also allow carriers to cut costs and increase profits by pooling manpower resources on the ground (rather than each airline maintaining its own ground crew) and code-sharing—the practice of two partners selling tickets and operating only one aircraft. So alliances are terrific for airlines—but are they good for the passenger？ Absolutely, say the airlines: think of the lounges, the joint FFP (frequent flyer programme) benefits, the round-the-world fares, and the global service networks. Then there is the promise of "seamless" travel: the ability to, say, travel from Singapore to Rome to New York to Rio de Janeiro, all on one ticket, without having to wait hours for connections or worry about your bags. Sounds Utopian？ Peter Buecking, Cathay Pacifics Director of Sales and Marketing, thinks that seamless travel is still evolving. "The key to seamlessness rests in infrastructure and information sharing. We are working on this." Henry Ma, spokesperson for Star Alliance in Hong Kong, lists some of the other benefits for customers: "Global travelers have an easier time making connections and planning their itineraries." Ma claims alliances also assure passengers consistent service standards. Critics of alliances say the much touted benefits to the customer are mostly pie in the sky, that alliances are all about reducing costs for the airlines, rationalizing services and running joint marketing programmes. Consumer Reports Senior Editor Jeff Blyskal says the promotional ballyhoo over alliances is much ado about nothing. "I dont see much of a gain for consumers: alliances are just a marketing gimmick. Most airlines can not even get their own connections under control, let alone coordinate with another airline. " Blyskal believes alliances will ultimately result in decreased flight choices and increased costs for consumers. Instead of two airlines competing and each operating a flight on the same route at 70% capacity, the allied pair will share the route and run one full flight. Since fewer seats will be available, passengers will be obliged to pay more for tickets. The truth about alliances and their merits probably lies somewhere between the travel Utopia presented by the players, and the evil empires portrayed by their critics. And how much they affect you depends on what kind of traveler you are. Those whove already made the elite grade in the FFP of a major airline stand to benefit the most when it joints an alliance: then they enjoy the FFP perks and advantages on any and all of the member carriers. For example, if you are a Marco Polo Club "gold" member of Cathay Pacifics Asia Miles FFP, you will automatically be treated as a valuable customer by all members of Oneworld, of which Cathay Pacific is a member. For those who havent made the top grade in any FFP, alliances might be a way of simplifying the earning of frequent flyer miles. For example, I belong to United Airlines Mileage Plus and generally fly less than 25000 miles a year. But I earn miles with every flight I take on Star Alliance member—All Nippon Airways and Thai Airways. (A)if you fly less than I do, you might be smarter to stay out of the FFP game altogether. (B)The only real benefit infrequent flyers can draw from an alliance is an inexpensive round-the-world fare. (C)The bottom lines for all the marketing hype, alliances arent all things to all people—but everybody can get some benefit out of them. (D)

According to the passage, which is the best word to describe air travelers reaction to airline alliances？

A．Delighted.

B．Indifferent.

C．Objective.

D．Varie

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第11题

When Thomas Keller, one of America's foremost chefs, announced that on Sept. 1 he would ab

olish the practice of tipping at Per Se, his luxury restaurant in New York City, and replace it with a European-style. service charge, I knew three groups would be opposed: customers, servers and restaurant owners. These three groups are all committed to tipping—as they quickly made clear on Web sites. To oppose tipping, it seems, is to be ant capitalist, and maybe even a little French.

But Mr. Keller is right to move away from tipping—and it's worth exploring why just about everyone else in the restaurant world is wrong to stick with the practice.

Customers believe in tipping because they think it makes economic sense. "Waiters know that they won't get paid if they don't do a good job" is how most advocates of the system would put it. To be sure, this is a tempting, apparently rational statement about economic theory, but it appears to have little applicability to the real world of restaurants.

Michael Lynn, an associate professor of consumer behavior. and marketing at Cornell's School of Hotel Administration, has conducted dozens of studies of tipping and has concluded that consumers' assessments of the quality of service correlate weakly to the amount they tip.

Rather, customers are likely to tip more in response to servers touching them lightly and leaning forward next to the table to make conversation than to how often their water glass is refilled—in other words, customers tip more when they like the server, not when the service is good. Mr. Lynn's studies also indicate that male customers increase their tips for female servers while female customers increase their tips for male servers.

What's more, consumers seem to forget that the tip increases as the bill increases. Thus, the tipping system is an open invitation to what restaurant professionals call "upselling": every bottle of imported water, every espresso and every cocktail is extra money in the server's pocket. Aggressive upselling for tips is often rewarded while low-key, quality service often goes unrecognized.

In addition, the practice of tip pooling, which is the norm in fine-dining restaurants and is becoming more common in every kind of restaurant above the level of a greasy spoon, has ruined whatever effect voting with your tip might have had on an individual waiter. In an unreasonable outcome, you are punishing the good waiters in the restaurant by not tipping the bad one. Indeed, there appears to be little connection between tipping and good service.

It may be inferred that a European-style. service ______.

A．is tipping-free

B．charges little tip

C．is the author's initiative

D．is offered at Per Se

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