Marketing creates task utility, but not time or place utility

In the second paragraph, what features does differentiated marketing have compared with undifferentiated marketing？

A．Consumers will purchase less. Differentiated marketing creates less total sales and the production as well as marketing costs are reduced.

B．Consumers will purchase more. Differentiated marketing creates more total sales and the production as well as marketing costs are reduced.

C．Consumers will purchase less. Differentiated marketing creates more total sales and the production as well as marketing costs are increased.

D．Consumers will purchase more. Differentiated marketing creates more total sales and the production as well as marketing costs are increased.

A、The brand is a foundation in marketing communication.

B、Branded products is one of the best ways to attract loyal customers.

C、Brand serves as a guide to understanding the purpose of business objectives.

D、Brand not only creates loyal customers, but it creates loyal employees.

and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing adds value in the form. of utility, or the power of a product or service to satisfy a need. It creates place utility by making products available where customers want them, time utility by making products available when customers want them, and possession utility by transferring the ownership of products to buyers.

Business people focused on the production of goods from the Industrial Revolution until the early twentieth century, and on the selling of goods from the 1920s to the 1950s. Marketing received little attention up to that point. After 1950, however, business people recognized that their enterprises involved not only production and selling but also the satisfaction of customers'needs. They began to implement the marketing concept, a business philosophy that involves the entire business organization in the dual process of satisfying customer needs and achieving the organization's goals.

Implementation of the marketing concept begins and ends with marketing information about customers — first to determine what customers need, and later to evaluate how well the firm is meeting those needs.

21. Marketing adds value in the form. of utility, or the power of a product or service to satisfy a need.

22. Business people focused on the production of goods from the Industrial Revolution until the 19 century.

23. From 1920s to 1950s, marketing received a lot of attention from public.

24. Business people began to implement the marketing concept, a business philosophy that involves the process of satisfying customer needs and achieving the organization's goal.

25. Implementation of the marketing concept begins and ends with marketing information about customers.

owed.

？For each question 15--20, mark one letter (A, B, C, or D) on your Answer Sheet for the answer you choose.

The company might decide to ignore market segment differences and go for the whole market with one market offer. This approach focuses on what is common in the needs of consumers rather than on what is difficult. Product and marketing programs are designed to appeal to most buyers. Mass distribution and mass advertising are relied on. An example of undifferentiated marketing would be the launch of a new chocolate bar targeted at everyone. This approach provides cost economics. Production, inventory and transportation costs are kept low by the single product line. Similarly, advertising, market research and product management costs are kept low. However, most modern marketers have strong doubts about this strategy. It is very difficult to develop a product or brand that will satisfy all customers. Heavy competition will usually be attracted and therefore margins will often be low.

A company may decide to target several market segments and design separate offers for each. General Motors tries to produce a car for every 'purse, purpose and personality'. By establishing a strong position in several segments, consumers’ overall identification with the company will be strengthened and therefore provide a better chance of repeat purchasing. Differentiated marketing typically creates more total sales than undifferentiated marketing. But the production and marketing costs are increased. In some cases, 'over segmentation' can Occur and a company may try to broaden its base. For example, the target market for Johnson ' & Johnsen’s baby shampoo was broadened to include adults. Many countries see a third possibility that is especially appealing when company resources are limited. Instead of going for a small share of a large market, the firm goes for a large share of a submarket. Many examples of concentrated marketing can be found. In computers Sinclair targeted the bottom end of the home computer market； in cars, Saab focuses on the luxury sports car market; in clothes, Laura Ashley originally targeted a distinct segment of the women’s clothes market.

Through this approach, a strong market position can be achieved, operating costs can be kept low and, if targeted well, the firm can earn a high rate of return on its investment. At the same time, higher than normal risks are involved. The particular market segment can tarn sour； larger competitors may well enter the same segment with many more marketing resources. For these reasons, many companies prefer to diversify in several segments.

In terms of application, many factors must be considered when choosing one of the above strategies. When a firm's resources are limited, concentrated marketing make the most sense. Undifferentiated marketing is more suited when the product is homogeneous like grapefruit or steel. The product's stage in its life cycle must also be considered. When a new product is introduced, it is often practical to launch just one version and in that case undifferentiated or concentrated marketing makes the most sense. Differentiated marketing is more applicable to more mature products. Finally, competitors~ marketing strategies are important.

According to the first paragraph, what the main advantage does undifferentiated marketing have？

A．Costs are low.

B．The products can meet all customers' needs.

C．It is very good for competition.

D．The products are more attractive.

mpared with 49 percent in 1998; the number wanting to start their own business has risen from 35 percent to 43 percent in five years.

Jason Frank, the marketing and research director at the communications agency SAS, says this creates tough competition for the good graduates. "Companies are finding it difficult and expensive to attract top talent," he says. "The people doing this sort of thing (running their own businesses) are often the sort of people that they want."

The supermarket giant Sainsbury's conducted a lot of research into what graduates wanted in an employer and used this information to develop appealing graduate advertising. Unfortunately, the reality didn't always match the glitz. "People would say things such as, 'Where's my office？' but there wasn't one--it's working on the shop floor," says the director of the recruitment department. This mismatch was one of the reasons cited when people left the scheme early. "Where it becomes difficult for us is that retail isn't seen as a sexy career. In the past we've fallen into the trap of trying to compete about being sexy, but now we're looking at what the job actually involves. Let's be really honest with them about what life's going to look like." Now graduates know before they start that they will be expected to work hard on the shop floor in return for early responsibility, such as running their own team.

Frank says that a warts-and-all approach to recruitment marketing will probably reduce the number of applicants, but should also make sure the people who do apply are a better fit for the company. "When people go in with the wrong expectations everyone's wasting their time. The student starts on a bad note, there's not a cultural fit, he might not have the right skills and the company will spend ￡100,000 training him and he will be gone in two years," Frank advises companies to use a niche marketing approach that targets segments of the student population, rather than trying to get everyone on every campus to read their brochure. It's also up to students to ensure that they think carefully about what work environment will suit them. Frank says that many fail to do any research at all. "They end up sending out applications to the companies that they have heard of in campus advertising, regardless of whether they truly know what the company does."

By his words in Paragraph 2, Jason Frank means that the drop in the number of graduates who enter the job market ______.

A．makes it difficult for good graduates to start their own business

B．creates fierce competition among companies to attract good graduates

C．creates tough competition among graduates to get a position in large companies

D．makes it difficult for companies to recruit talented people with work experience

arketing create or satisfy needs？ As stated in Chapter one, marketing shapes consumers needs and wants, they do not create those needs. Needs are basic human requirements that preexists marketers. The hierarchy of needs that exists is physiological including basic food, water, and shelter; safety, that is, selfpreservation; social, that is, love and friendship; personal including status, and self-respect; and self-actualization, that means, personal fulfillment. These needs can be stated, real, unstated, delight, and secret. Needs, wants, and demands are a core foundation for marketing. Marketing is the process of identifying, influencing, and satisfying those needs, on human and society. Marketers do not just respond to consumers needs. The basic desire to survive is a need. A specific fulfillment of that need is a want. Demands are wants for specific products or services, with the ability to buy. A skillful marketer understands the needs, influences the wants, and promotes ideas that lead consumers to make unnecessary purchases. The skillful marketer takes the basic need to a higher level that stimulates and generates a need or want that influences and motivates the consumers to satisfy that want. Marketing does not offer one-dimensional products, but multi-dimensional products offerings promoted through a variety of choices and propaganda. However, budgets, needs, and wants help the consumer to make the specific choice. Herein is the marketers ability to shape the needs and wants, and then satisfy those needs and wants. Critics claim that marketers create new products and services for the consuming public, and make them believe they are needs so consumers will buy more and spend money unnecessarily. I believe the notion of creating a new need is false. As stated in chapter one of the text, "needs are basic human requirements." Wants on the other hand, "are shaped by ones society." It is my belief that marketers are able to research, exactly what the needs are of specific markets, and apply marketing techniques and tools to best fit consumers needs. Consumers already have specific needs and wants, and marketers are just utilizing the Information Age and specific information about target markets so that their products and services are highly demanded. Many tools are available today that marketers can leverage to gather mass quantities of information about specific markets. They then manipulate that information to develop products and services that match exactly what that specific market desires; therefore consumers want more of that commodity. Peter Drucker once stated, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available, is exactly why critics claim consumers are spending unnecessarily. Another reason I believe the critics who claim, "Marketers shape the needs and wants of consumers," say this because of what consumers have today compared to what they had in the past; increased buying power, greater variety of goods and services, greater amount of information, greater ease in interacting and placing orders, and the ability to compare with other consumers. All of these factors are not because marketers have created new needs and wants, but because they utilize those trends to better meet the needs and wants of consumers. Marketing has become almost entirely consumer driven, which means that marketers select their target market and then create the product or service that is most needed and demanded. In conclusion, marketing has just become a first-mover business, where the first company that discovers the target market specific needs and wants will develop a product or service to satisfy that market. With the increased buying power that is apparent today and the decrease in brand loyalty, consumers are likely to buy those products and services offered because they are available.Narrator Listen to part of a lecture in a business class. Now get ready to answer the questions. You may use your notes to help you answer.

What is the talk mainly about？

A．Whether the market creates or satisfies the needs.

B．The relationship between marketing and customers.

C．What should marketers do to launch a new product.

D．What should marketers do to develop a new market.

ts um, lets start. Uh, today were gonna talk about marketing. Does marketing create or satisfy needs？ As stated in Chapter one, marketing shapes consumers needs and wants, they do not create those needs. Needs are basic human requirements that preexists marketers. The hierarchy of needs that exists is physiological including basic food, water, and shelter; safety, that is, selfpreservation; social, that is, love and friendship; personal including status, and self-respect; and self-actualization, that means, personal fulfillment. These needs can be stated, real, unstated, delight, and secret. Needs, wants, and demands are a core foundation for marketing. Marketing is the process of identifying, influencing, and satisfying those needs, on human and society. Marketers do not just respond to consumers needs. The basic desire to survive is a need. A specific fulfillment of that need is a want. Demands are wants for specific products or services, with the ability to buy. A skillful marketer understands the needs, influences the wants, and promotes ideas that lead consumers to make unnecessary purchases. The skillful marketer takes the basic need to a higher level that stimulates and generates a need or want that influences and motivates the consumers to satisfy that want. Marketing does not offer one-dimensional products, but multi-dimensional products offerings promoted through a variety of choices and propaganda. However, budgets, needs, and wants help the consumer to make the specific choice. Herein is the marketers ability to shape the needs and wants, and then satisfy those needs and wants. Critics claim that marketers create new products and services for the consuming public, and make them believe they are needs so consumers will buy more and spend money unnecessarily. I believe the notion of creating a new need is false. As stated in chapter one of the text, "needs are basic human requirements. " Wants on the other hand, "are shaped by ones society. " It is my belief that marketers are able to research, exactly what the needs are of specific markets, and apply marketing techniques and tools to best fit consumers needs. Consumers already have specific needs and wants, and marketers are just utilizing the Information Age and specific information about target markets so that their products and services are highly demanded. Many tools are available today that marketers can leverage to gather mass quantities of information about specific markets. They then manipulate that information to develop products and services that match exactly what that specific market desires; therefore consumers want more of that commodity. Peter Drucker once stated, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available, is exactly why critics claim consumers are spending unnecessarily. Another reason I believe the critics who claim, "Marketers shape the needs and wants of consumers," say this because of what consumers have today compared to what they had in the past; increased buying power, greater variety of goods and services, greater amount of information, greater ease in interacting and placing orders, and the ability to compare with other consumers. All of these factors are not because marketers have created new needs and wants, but because they utilize those trends to better meet the needs and wants of consumers. Marketing has become almost entirely consumer driven, which means that marketers select their target market and then create the product or service that is most needed and demanded. In conclusion, marketing has just become a first-mover business, where the first company that discovers the target market specific needs and wants will develop a product or service to satisfy that market. With the increased buying power that is apparent today and the decrease in brand loyalty, consumers are likely to buy those products and services offered because they are available. Now get ready to answer the questions. You may use your notes to help you answer. 1. What is the talk mainly about？ 2. In the lecture, the professor mentioned the hierarchy of needs. Tick the correct box for the needs mentioned in the listening material. 3. Why does the professor mention the hierarchy of needs？ 4. According to the professor, what is NOT included when talking about marketing？ 5. What does the professor mean when he says this？ Professor All of these factors are not because marketers have created new needs and wants, but because they utilize those trends to better meet the needs and wants of consumers. Marketing has become almost entirely consumer driven, which means that marketers select their target market and then create the product or service that is most needed and demanded. 6. Why does the professor say this？ Professor OK, uh lets urn, lets start. Uh, today were gonna talk about marketing. Does marketing create or satisfy needs？Narrator Listen to part of a lecture in a business class. Now get ready to answer the questions. You may use your notes to help you answer.

What is the talk mainly about？

A．Whether the market creates or satisfies the needs.

B．The relationship between marketing and customers.

C．What should marketers do to launch a new product.

D．What should marketers do to develop a new market.

nd programs to influence public opinion or public reaction about an idea, a product, or an organization. The field of public relations has become an important part of the economic, social and political pattern of life in many nations. That field includes advertising, promotional activities, and press contact. Public relations also exists at the same time in business with marketing and merchandising to create the climate in which all selling functions occur.

Public relations activities in the modern world help institutions to cope successfully with many problems, to build prestige for an individual or a group, to promote products, and to win elections. The majority of public relations workers are staff employees working within a corporate or institutional framework. Others operate in public relations counseling firms.

In industry, public relations personnel keep management informed of changes in the opinions of various publics(that is, the groups of people whose support is needed): employees, stockholders(股东),customers, suppliers, dealers, the community, and the government. These professionals counsel management as to the impact of any action or lack of action on the behavior. f the target audiences. Once an organizational decision has been made, the public relations person has the task of communicating this information to the public using methods that promote understanding, and desired behavior. For example, a hospital merger, an industrial plant closing, or the introduction of a new product all require public relations planning and skill.

Public relations activities are a major part of the political affairs in many nations. Politicians seeking office, government agencies seeking acceptance and cooperation, officials seeking support for their policies, and foreign governments seeking aid and allies abroad all make extensive use of counseling services provided by public relations specialists.

Public relations also play an important role in the entertainment industry. The theater, motion pictures, sports, restaurants, and individuals all use public relations services to increase their business or add to their image. Other public relations clients are educational, social service and charitable institutions, trade unions, religious groups, and professional societies.

The successful public relations practitioner(从业者) is a specialist in communication arts and persuasion. Specialized skills are required to handle public opinion research, media relations, direct mail activities, institutional advertising, publications, film and video production, and special events. Public relations services are so far virtually unused in many developing nations, but they are likely to be a future government concern.

In Paragraph One, the author mainly tells us ______.

A．the methods of public relations

B．the activities of public relations

C．the functions of public relations

D．the definition of public relations

r，followed by a summary which is an email sent to Mike’s friend，Paul．You should complete the email below suing no more than three words for each blank from the passage．Remember to write the answer on the answer sheet． Questions 66－70are based on the following passage． “I’ve just heard that Mike’s moved jobs，”said Jack to Peter．”The strange thing is that he’s moved to a much smaller firm and he’s usually so aambitious．It doesn’t sound like the kind of thing he’d do．Moving to a larger firm would be much more his style．” Peter replied，”I was talking to him briefly last night，but he didn’t have time to give me any details．He said he’d tell me all about it next time we meet．I gather that he still liked the work he was doing，but themarketing department，where he worked，had become a revolving door．A lot of people left before Mike did and their replacements are saying no time at all ． That must be very unsettling for everyone．” Just then，Mike walked in and they asked him what had happened to make him change jobs． He began to tell them the background to his move． “To put it in a nutshell，it’s all the fault of the new marketing director．About six months ago，management decided that as a company we didn’t have a high enough profile and they got rid of Jeff Jones ， who was head of marketing ， and appointed someone to improve the image of the company．Unfortunately，the new broom is one of those people who takes an instant dislike to some people and sets out to make their lives a misery． I don’t know what he’s done for the public image of the firm，but morale has hit rock bottom．It’s particularly sad because Jeff Jones was a good boss and it was a very happy department when he was there．” Peter said，”That’s dreadful．It’s very difficult to work under such circumstances．How did you get on with him？” “I got on with him all right ， I suppose， but his mood could change from one minute to another．None of us knew where we stood with him．I decided early on to get out while the going was good and was lucky enough to get a job with Smith&Jones ． They’re a much smaller company，but you can see that they’re going place．They treat their staff well and so they stay around．” “It might be in the end a good career move，then，” said Jack．”Perhaps he did you a favour， after all．” “Certainly，”said Jack． “I’ve taken a cut in salary at the moment，but looking ta the big picture I can see that my promotion prospects are much better．” “You wouldn’t go back to your old job if this new man left，then？”asked Peter． “After the way management let him treat us？” asked Mike．”You must be joking！”QuestionsHi Paul， I’ve just changed jobs．I’ve moved to（1）______，Smith and Jones，and will take a pay cutbut it’s wroth it as the （2）are much better here．The main reason for leaving the old company is that the new marketing director had turned the office environment from a happy one to one with low（3）______．If he disliked someone，he would make（4）______．Though I（5）______him， I couldn’t be sure when would turn on me．So I decided to leave．Wish me luck． Cheers， Mike