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 following article about marketing and ethics and the questions on the opposite page. • For each question (15-20), mar
• Read the following article about marketing and ethics and the questions on the opposite page. • For each question (15-20), mar
admin
2010-01-28
18
问题
• Read the following article about marketing and ethics and the questions on the opposite page.
• For each question (15-20), mark one letter (A, B, C or D) on your Answer Sheet.
Corporate social responsibility and sustainability are ethical choices that companies make about how they do business. Current thinking indicates that, as a society, we are beginning to appreciate more fully that there must be limits to our consumption of natural resources, and that business activities must take greater account of this impact on society and economies, as well as the environment in which we live. It is well documented that the corporate sector is in a position of unparalleled dominance and that the global resources of a rising number of multinational companies dwarf many of the national economies in which they operate.
Market liberalisation and privatisation have created new global markets, and extended the role of the private sector in public services and civil infrastructure projects. As a result, businesses are now heavily involved in public policy issues throughout the world. For these reasons, businesses must be accountable - not just to shareholders but to consumers, employees and other stakeholders. This means that as corporations continue to grow in power, their responsibility grows too, increasing the number of ethical considerations they must face. Companies who ignore this development will increasingly find themselves challenged by different groups of stakeholders questioning the values and practices of businesses.
These issues present major challenges for the role of marketing, and an opportunity for a timely response for individual marketers to consider what this means in their day-to-day work. Marketing is the guardian of the brand, so a company’s marketing team must be able to take account of how social and cultural changes impact on the health of the brand. How is this to be addressed by marketers? How widely does marketing engage with the company’s stakeholders? A more holistic, inclusive approach across the business is required to safeguard the brand’s intangible assets of trust, goodwill and long-term value to the business. Marketers may aim to establish whether they can connect with customers in a way that extends the marketer’s role beyond merely communicating the offer to prospective buyers. Marketing’s role could well come to be seen more broadly in terms of connecting with stakeholders not only in terms of value, but values.
In a world where intangible assets and corporate reputation are critical components of corporate success, it is inevitable that these newer approaches to marketing are becoming involved with ethics and sustainability issues. It means that marketers can enjoy new opportunities to add value to brands. There are tangible benefits to be gained in product development, innovation and competitive advantage when broader sustainability and ethical considerations are taken into account.
But if marketing is about selling more and sustainability is about consuming fewer resources and producing less pollution, how on earth are marketers supposed to pursue both goals at the same time? Perhaps it’s easy to overestimate the depth and scale of the opposition between these goals - and to underestimate the degree to which marketers can align traditional corporate objectives with those of ethics and sustainability. Marketing’s core role is to align what the business produces to what the market wants - the route to increased sales.
It all means that the firm must invest money, people and resources only in the things that add value for customers. It requires the business not to waste any effort, money or resources doing things that don’t add value for users. Responsible marketing, in other words, is actually all about helping business avoid and eliminate waste, as well as continuing to manage natural or manmade resources. It is an important role for marketers and one that has not been fully recognised or appreciated in terms of potential to create innovative solutions.
In the third paragraph, it is suggested that marketers
选项
A、should devise stricter social and financial categories.
B、need to attract new categories of customers.
C、should have a greater input in the design of products.
D、need to expand their areas of activity.
答案
D
解析
转载请注明原文地址:https://kaotiyun.com/show/ZYKd777K
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
Whathasthecompanyrecentlydone?
WhatdoesthecompanyplantodoinChina?
Whatdoesthecompanywanttodo?
Lookatthegraphic.Whatcolorpaintwillthewomanmostlikelychoose?
Whattypeofbusinessisbeingdescribed?
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Task5StaffTurnoverAsseveralmembersofstaffhaverecentlyleftthecompanyyouworkfor,themanagementisinvestigatingt
ManagementSkills:theimportanceofeffectivedecision-makingprocedureswithinacompany
Askingquestions征询
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
随机试题
催化剂只能改变反应达到平衡的时间,不能改变平衡的状态。 ()
某患者,25岁,女性,停经3个月,阴道淋漓流血2个月,阴道前壁有胡桃大紫蓝色结节,子宫软,如孕4个半月大小,尿妊娠试验(+),应考虑为()
菲德罗河是一条依次流经甲乙丙丁四国的多国河流。1966年,甲乙丙丁四国就该河流的航行事项缔结条约,规定缔约国船舶可以在四国境内的该河流中通航。2005年底,甲国新当选的政府宣布:因乙国政府未能按照条约的规定按时维修其境内航道标志,所以甲国不再受上述条约的拘
国内生产总值的形态可以分为()。
某密码由4位不同数字组成,已知密码各位数字之和为偶数,则密码有多少种?
怎样理解师生之间的心理关系?
材料一:建立健全与经济发展水平相适应的社会保障体系,是建成完善的社会主义市场经济体制的主要内容,是贯彻以人为本为核心的科学发展观、构建社会主义和谐社会的必然要求。材料二:胡锦涛同志《在省部级主要领导干部提高构建社会主义和谐社会能力专题研讨班上的讲话
一项调查发现,拥有平板电脑人数最多的班级,也是计算机成绩最好的班级。因此可得出结论:利用平板电脑可以提高学生的计算机成绩。下列哪项如果为真,最能加强上述结论?()
现代社会,技术进步会导致相互间信任感减弱,但能实现公众信息___________和甄别能力的提升,也让公众开始___________甚至怀疑一贯坚持的传统。填入画横线部分最恰当的一项是:
皮亚杰认为,同化是指个体调节自己的内部结构以适应特定刺激的过程。当个体遇到不能用原有图式同化的新刺激时,便要对原有的图式加以修改或重建,以适应环境。
最新回复
(
0
)