business marketing

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• High-value purchases are relatively common in which business markets?

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• International commodity markets, labor markets and resource markets make up economic globalization.

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• Institutional markets are distinguished from other business markets by _________.

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• Marketers and business researchers should carefully study the customer wants and needs.

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• The 7Ps of marketing mix is mainly applicable to product marketing.

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• Foreign exchange market is the biggest financial market in the world.

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• (3) According to the author, the best marketing for small businesses is .

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• The four major types of business markets are ________.

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• Marketing is an approach to business that puts ______ at the heart of business decisions.

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• In which of the following business markets are high-volume purchases likely to be a characteristic?

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• The three basic forms of business in a market economy are sole proprietorship, and corporation.

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• The generic business-level strategies are cost leadership, differentiation, and mass marketing.（）

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• The definition of market for business purposes focuses on purchasers.

  A．Right B．Wrong C．Not mentioned

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• At this point, your company wants to move away from mass marketing and engage in target marketing. The three steps to take, in order, are market segmentation, marketing positioning, and target marketing. ( )

  对 错

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• This is a market in which enterprising businesses_____for the demands of teenagers and older youths in all their rock mania and pop-art forms.

  A．cater B．entitle C．appeal D．subject

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• Last year, 35 percent of final year students expected to enter the graduate job market, compared 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

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• 听力原文：Interviewer: What’s the name of your company Interviewee: The Atlas Copco Group.I听力原文：Interviewer: What’s the name of your company Interviewee: The Atlas Copco Group. Interviewer: What line of business are you in Interviewee: We’re in the mining and industrial sector. Interviewer: What goods or services does your company provide Interviewee: We make compressors and other equipment for the mining and construction industries. Interviewer: How many employees does your company have Interviewee: Over 21,000 world-wide. Interviewer: Where are your headquarters Interviewee: In Sweden, in the capital, Stockholm. Interviewer: Where are your main markets Interviewee: Well, we operate world-wide, but our main market is the Europe Union. （）

  A．The mining industry． B．The service industry． C．The construction industry． D．The light industry．

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• The main goal of business marketing is_____

  A．to build up a high image in the market B．to acquire and keep customers C．to outdo the competitors ads D．to spend as little as possible and only when sales are needed

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• Apart from borrowing from hanks, a firm or an individual can obtain funds in a financial market in two ways. The most common method is to issue a (61) , such as a bond or a mortgage, which is a (62) by the borrower to pay the holder of it at (63) until a specified date, when a final payment is made. The (64) of it is the time of expiration date. The second method of raising funds is by issuing (65) , such as common stock, which are claims to share in the net income and the assets of a business.

  (46) A．debt instrument B．letter of credit C．letter of guarantee D．certificate of deposit

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• 听力原文：Nike is one of the most powerful marketing companies in the business world today, but it had very small beginnings. The global giant company stated in the 1960s with the company's founders selling cheap Japanese sport shoes to American high school athletes at school track meetings, using a supply of shoes they kept in their cars.

  What is the purpose of this talk？ A．Introducing a product B．Telling a company's history C．Complaining a product D．Promoting sales

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• The future of business lies not in selling products but in selling dreams and emotions, according to Rolf Jensen, director of the Copenhagen Institute for Futures Studies. In his new book, The Dream Society, he profiles six distinct "emotional markets".

  The Market for Adventures offers customers safaris, theme parks, sports, and action/ adventure TV shows and movies. Nike's ties to the "Adventure" market made it willing to pay a reported ＄400 million simply for the right to sponsor Brazil's outstanding national soccer team, thereby boosting the brand's image as the footwear of champions. Such an investment makes sense in a market where consumers find many products with comparable features and quality and must find some reason to choose one over the others. The Market for Love, Friendship, and Togetherness has such offerings as perfume, gifts, home photography, restaurants, and entertainment. Tapping the "Togetherness" market, Guinness Brewery has teamed with an Irish firm to establish a chain for "authentic" Irish pubs in cities around the world--where Irish charm and British beer sell briskly in each other's company. The Market for Care recently offered a product that captured children's desire to nurture and care for pets. The Tamagotchi is a demanding little electronic puppy that beeps for attention from its owner. Real pets are becoming hotel amenities in some places. The Who-Am-I Market offers products that proclaim their owner's identity, like fashion, automobiles, and accessories. Louis Vuitton suitcases, for instance, tell a story that their owners want to tell the world: "I am an exciting person, gliding with perfect ease through pos}t hotels all over the world, and I do it in style. ' Other consumers may want their purchases to proclaim their environmental awareness, so they may buy "bird friendly" coffee, grown only in shaded areas so endangered birds may be preserved. Eco-Sustainable Shady coffee and Caribou Coffee's Rainforest Blend are among several such offerings. The Peace of Mind Market features nostalgia, history, and antiques. In rapidly changing times, many people seek the serenity of the familiar, be it the bistros of Paris or small-town life in the US. For instance, First National Bank in Brookings, South Dakota, proclaims, "We strive to maintain the small-town banking atmosphere while growing and changing with the technological age. " The Conviction Market, last of the six markets, includes "green" products, humane testing, and worker welfare. While many companies may be reluctant to become overly political, they can highlight their involvement in the community and market to their customers' need to make purchase that are in line with their convictions. Among companies taking this approach are British Petroleum, which uses its Web site to report on the company's Community Development Programme, and Mobil, which accentuates its concern for local populations of countries in which it does business. Jenson believes that companies will increasingly let consumers in on the story-telling process. Companies will come to value storytellers not only in their creative advertising departments, but in executive positions, where refashioning a company's history and traditions into an appealing myth will be crucial for winning the enthusiasm of employees, the affection of customers, and the respect of the general public. As the stories get better, sales should soar. What may be Roll Jensen's main purpose of classifying these six distinct markets？ A．To classify different companies into corresponding market. B．To invite businesses to consider how to best profit from them. C．To set some models for companies in the market. D．To predict trends in the market.

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• Thus a______task is to assess the future market for such a vehicle, and then to perform. a business analysis to compute the potential return on investment that the private industry can expect.

  A．partial B．practical C．periodical D．critical

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• The alignment of charitable giving with business strategy, company skills and market needs is called______（）

  A．shareholder responsibility B．CSR value curve C．strategic philanthropy D．performance assessment

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• When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment, it is employing a__ strategy（）

  A．defined B．focus C．value-added D．competitive advantage E．customer-focused

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