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 the article below about marketing partnerships. Choose the best sentence from the opposite page to fill each of the gaps. F
Read the article below about marketing partnerships. Choose the best sentence from the opposite page to fill each of the gaps. F
admin
2012-01-22
53
问题
Read the article below about marketing partnerships.
Choose the best sentence from the opposite page to fill each of the gaps.
For each gap (8-12), mark one letter (A-G) on your Answer Sheet.
Do not use any letter more than once.
When two brands are better than one
Elena Alvarez takes a look at the effectiveness of marketing partnerships
In the corporate world, rivalry is more common than co-operation. But increasingly, companies have been setting aside their differences; the new idea is that two brand names are better than one. Sharing databases, strategies and communication systems can be the most effective means of attracting customers. This partnership will give it access to the utility company’s database of thousands of corporate clients, who will be offered special deals on all its products. The philosophy behind such joint ventures is simple. In economically challenging times, marketing partnerships provide a cost-effective method of increasing brand awareness and sales. As one expert in the field puts it, ’Clever marketing partnerships allow brands to target the right people, cutting down the above-the-line spend.’ (8) It is better to simplify the process and give them one focal point.
Recent research has indicated that marketing partnerships can be up to 27 per cent more productive than single company campaigns. (9) In particular, it is ideal for bringing instant branding to companies that lack immediate consumer appeal.
One well-established UK phone manufacturer, ITB, was quick to realise this, and formed an alliance with Talk, a leading women’s magazine. The phone company has benefited from the strong branding of the magazine, which has its customer base among professional women in their early 20s. (10) This combined approach also offered ITB a quick route into image enhancement, and this is true of many other marketing partnership deals. To give another illustration, it is no coincidence that some well-known cartoon characters are currently enhancing the image of Nasco household cleaning products. (11) And, of course, this strategy should also guarantee that consumers’ children insist on these products rather than rival brands.
However, while association with a powerful brand can give a significant boost to sales, being connected to a devalued brand can have a negative result. The problems of one brand inevitably impact on the other in a partnership. (12) A company may take years to recover from this sort of bad publicity. Indeed, there are numerous examples of disastrous marketing alliances. In such cases, not enough thought has been given to the partnership and the reasons behind it, and it has brought little value to either the customer or the companies involved.
A. In such circumstances, the effects are frequently major and can be long-lasting.
B. Some experts therefore predict that this style of marketing will take up an increasingly large proportion of many companies’ total marketing budgets.
C. Successful marketing partnerships can consequently bring a financial advantage even to small and struggling companies such as these.
D. In return, its partner enjoys a broader distribution platform from which to promote its brand.
E. With only a finite number of consumers in any target market, there is no need to overwhelm prospects with competing messages from different organisations.
F. These are fairly standard items, but clearly the company hopes to transform them by broadening the associations consumers have with the brand.
G. For example, Profit Plus, a large UK financial services company, has recently joined forces with a leading supplier of electricity.
选项
答案
E
解析
转载请注明原文地址:https://kaotiyun.com/show/D1oO777K
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
•Readthearticlebelowaboutinterviewing.•Foreachquestion31-40,writeonewordinCAPITALLETTERSonyourAnswerSheet.
•Readthearticlebelowaboutinterviewing.•Foreachquestion31-40,writeonewordinCAPITALLETTERSonyourAnswerSheet.
Readthearticlebelowaboutmonopoly.ChoosethebestwordtofilleachgapfromA,B,CorDontheoppositepage.Foreachq
ReadthetextbelowabouttheevolutionofAmericanbusiness.Inmostofthelines41—52thereisoneextraword.Itiseither
LookatthestatementsbelowandatthefiveextractsfromanarticleaboutSwindlinginInternationalTrade.Whicharticle(A,B
LookatthestatementsbelowandatthefiveextractsfromanarticleaboutSwindlinginInternationalTrade.Whicharticle(A,B
LookatthestatementsbelowandatthefiveextractsfromanarticleaboutSwindlinginInternationalTrade.Whicharticle(A,B
LookatthestatementsbelowandatthefiveextractsfromanarticleaboutSwindlinginInternationalTrade.Whicharticle(A,B
•Readtheadvertisementbelowaboutarewardprogram.•Inmostofthelines41-52thereisoneextraword.Itiseithergrammati
Readthetextbelowabouthowtoformagoodmanager.Inmostofthelines41—52thereisoneextraword.Itiseithergrammatic
随机试题
《文心雕龙》作者是()。
我不知道她失业后会怎样。
黄女士,48岁,半年前因月经不调到医院就医,未查出明显病变,疑为围绝经期月经不调。问诊中符合可疑诊断的是()
A.梅毒B.淋病C.软下疳D.性病淋巴肉芽肿(LGV)E.非淋菌性尿道炎梅毒螺旋体可导致的疾病为
益母草的性状特征有( )。
服务项目的合同多数属于(),合同的成立基于客户对咨询服务方的信任,如信任不能延续,则委托人(客户)在支付了通知期前的应付服务费后,有权随时解除合同。
工程施工过程中发生索赔事件以后,承包人首先要做的工作是()。
关于建设工程项目管理规划的说法,正确的有()。
甲公司有关投资业务资料如下:(1)2011年1月2日,甲公司对乙公司投资,取得乙公司90%的股权,取得成本为9000万元,乙公司可辨认净资产公允价值总额为9500万元。(2)按购买日公允价值计算的2011年乙公司实现净利润4000万元,乙公司因可供出售
下列作者中,曾获得“茅盾文学奖”的有()。
最新回复
(
0
)