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《考研英语毕金献阅读理解》节选(2)

http://www.sina.com.cn   2008年08月05日 15:42   恩波教育

  Part B

  Directions:

  You are going to read a list of headings and a text about marketing strategies. Choose the most suitable heading from the list A — F for each numbered paragraph (21 — 25). The first and last paragraphs of the text are not numbered. There is one extra heading which you do not need to use. Mark your answers on ANSWER SHEET 1. (10 points)[A] Which marketing tactic must an entity take?

  [B] Quality first, competition second

  [C] Exemplify offensive measures

  [D] Complex factors cause due market analysis

  [E] The motive for proceeds also functions

  [F] Strategy varies with external conditions

  There are three general marketing strategies that an organization can adopt.

  21.

  The first is an aggressive strategy, characterized by generating a great deal of promotion, varying prices, changing the times and places at which the products/services are offered, differentiating the products/services from those of competing organizations, hiring creative salespersons to promote the products/services, spending lots of money on marketing activities, and so forth.

  22.

  The second general marketing strategy is a minimal one, characterized by doing very little promotion, pricing below market, offering services at traditional places and times, spending very little money on promotion and salespersons, and so forth. The third is a balanced marketing strategy, an in-between strategy that differs from an aggressive strategy and a minimal strategy only in degree. These three strategies are appropriate alternatives for any organization. However, not every organization needs an aggressive strategy, nor does every organization need a balanced strategy or a minimal one. The situation facing each entity is obviously different, calling for an analysis of the factors that dictate which of the three alternative strategies is most suitable for each organization.

  23.

  The first major factor is the nature of the market competition facing the organization. If it is in a monopoly position, with no direct competitors in its market area, then a minimal marketing strategy is suitable. However, if the organization is in an oligopoly market position, with a few competitors in its market area, then a balanced marketing strategy is called for. If there is a high degree of competition and several competing products/services in its market area, this would suggest an aggressive marketing strategy. Further, if there are many other forms of indirect competition, then the organization should pursue a balanced marketing strategy.

  24.

  The second major factor is the quality of the products/services offered. If the organization has high-quality products/services, a minimal marketing strategy is called for, other factors being equal. If it is in a weak market position with low-quality products/services, a minimal marketing strategy should be pursued. If the products/services are of medium quality, this would suggest a balanced strategy.

  25.

  The third major factor is the revenue strategies that the managers may desire to pursue. For example, if the managers want to maximize the organization’s revenues from its products’ services, then the organization should adopt an aggressive marketing strategy. If it wants to minimize revenues, then it should pursue a minimal strategy. However, if it wants to balance its revenues — not maximizing and not minimizing — then a balanced marketing strategy is called for. These factors may be summarized and put into decision model for an administrator to use in deciding which general marketing strategy his/her organization should use. Once the strengths and weaknesses are weighted for each factor, an overall evaluation can be completed, allowing the administrator to arrive at an overall decision — that is ,whether to follow an aggressive, balanced, or minimal general marketing strategy.

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