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A.A.Right
B.B.Wrong
C.C.Not mentioned
答案
更多“Mark Ellingham spent quite a few days in China on his way to Australia 25 years ago”相关的问题
第1题
A.A.Right
B.B.Wrong
C.C.Not mentioned
第2题
A.A.Right
B.B.Wrong
C.C.Not mentioned
第3题
Mark Ellingham's readers are not interested in environmental protection
A.Right
B.Wrong
C.Not mentioned
第4题
Which of the following is true about the weddings in the Nineteen-Sixties and Seventies？
A．They wrote their own books to mark their wedding ceremonies.
B．They didn't wear special clothes or went even without shoes.
C．They had their wedding ceremonies in a church or a law office.
D．They spent their honeymoons on a sandy beach or on a mountainside.
第5题
Look at the article about Coca Cola and the questions below.
For each question mark one letter A, B, C, D on your Answer Sheet, for the answer you choose.
A Brief History of Coke
Nowadays, Coca-Cola's trademark is well known around the world and its products average a staggering 400 million servings per day in more than 155 countries. According to legend, it began in a three-legged kettle in the back yard of Atlanta pharmacist Dr. John Styth Permberton who carried a jug of his concoction down the street to Jacob's Pharmacyy where it was sold at the soda fountain for 5 cents a glass. Frank Robinson, Pemberton's partner and bookkeeper thought two " C" s would look good in advertising and wrote " Coca-Cola" in the flowering script. so famous today.
It is significant that Permberton spent almost twice as much money on advertising during the first years of operation as he made in profits, for the growth of Coke's popularity is as much due to the advertising and marketing strategy as it is to the quality of its product. By continually monitoring changes in consumer attitudes and behaviour, the Coca-Cola Co. has become a widely recognized leader in advertising.
Pemberton could not foresee the greatest future awaiting his soft drink and sold out. Asa Griggs Candler bought the business and organized the Coca-Cola Co. into a Georgia corporation. In 1893, he registered Coca-Cola as a trademark.
Under Candler's leadership, the company began to grow quickly. In order to instigate a demand for the product, he spent heavily on advertising. Signs were put up from coast and appeared on calendars, serving trays and other merchandising items, urging people to drink Coke. Candler's campaign paid off.
Candler was a creative talent at advertising, but showed little imagination in understanding Coke's marketing potential. In 1899, he sold the right to bottle Coke throughout most of the United State for $ 1, which he never bothered to collect. Candler saw Coke primarily as a soda-fountain drink. But two far-sighted businessmen from Chattanooga, Tennessee, Benjamin Franklin Thomas and Joseph Brown Whitehead, understood the potential, and, for the unpaid dollar, bought a franchise that became worth millions. Their agreement with Candler began the franchising bottling system that still remains the foundation of the Coca-Cola Co.'s soft drink operations. Thomas and Whitehead sold the rights to bottle Coke to franchisers in every part of the country in return for the bottler's agreement to invest in the necessary resources and effort to make the franchise a success. During the following decade, 179 bottling plants went into operation.
In the early 20th century, Coke blazed the advertising trail, developing innovative concepts that became accepted practices in the filed. One of the most effective was the distribution and redemption of complimentary tickets, entitling the holder to a glass of free Coke at the soda fountain of a dispenser.
The trademark Coca-Cola was originally coined by______.
A．Pemberton
B．a bookkeeper working for Pemberton
C．Frank Robinson
D．Asa Griggs Candler
第6题
—Look at the article about Coca Cola and the questions below.
—For each question mark one letter A, B, C, D on your Answer Sheet, for the answer you choose.
A Brief History of Coke
Nowadays, Coca-Cola's trademark is well known around the world and its products average a staggering 400 million servings per day in more than 155 countries. According to legend, it began in a three-legged kettle in the back yard of Atlanta pharmacist Dr. John Styth Permberton who carried a jug of his concoction down the street to Jacob's Pharmacyy where it was sold at the soda fountain for 5 cents a glass. Frank Robinson, Pemberton's partner and bookkeeper thought two "C"s would look good in advertising and wrote "Coca-Cola" in the flowering script. so famous today.
It is significant that Permberton spent almost twice as much money on advertising during the first years of operation as he made in profits, for the growth of Coke's popularity is as much due to the advertising and marketing strategy as it is to the quality of its product. By continually monitoring changes in consumer attitudes and behaviour, the Coca-Cola Co. has become a widely recognized leader in advertising.
Pemberton could not foresee the greatest future awaiting his soft drink and sold out. Asa Griggs Candler bought the business and organized the Coca-Cola Co. into a Georgia corporation. In 1893, he registered Co ca-Cola as a trademark.
Under Candler's leadership, the company began to grow quickly. In order to instigate a demand for the product, he spent heavily on advertising. Signs were put up from coast and appeared on calendars, serving trays and other merchandising items, urging people to drink Coke. Candler's campaign paid off.
Candler was a creative talent at advertising, but showed little imagination in understanding Coke's marketing potential. In 1899, he sold the right to bottle Coke throughout most of the United State for $1, which he never bothered to collect. Candler saw Coke primarily as a soda-fountain drink. But two far-sighted businessmen from Chattanooga, Tennessee, Benjamin Franklin Thomas and Joseph Brown Whitehead, understood the potential, and, for the unpaid dollar, bought a franchise that became worth millions.
Their agreement with Candler began the franchising bottling system that still remains the foundation of the Co ca-Cola Co.'s soft drink operations. Thomas and Whitehead sold the rights to bottle Coke to franchisers in every part of the country in return for the bottler's agreement to invest in the necessary resources and effort to make the franchise a success. During the following decade, 779 bottling plants went into operation.
In the early 20th century, Coke blazed the advertising trail, developing innovative concepts that became accepted practices in the filed. One of the most effective was the distribution and redemption of complimentary tickets, entitling the holder to a glass of free Coke at the soda fountain of a dispenser.
The trademark Coca-Cola was originally coined by ______.
A．Pemberton
B．a bookkeeper working for Pemberton
C．Frank Robinson
D．Asa Griggs Candler
第7题
Look at the statements and the materials about marketing disasters below.
Which story (A, B, C or D) does each statement 1-7 refer to ？
For each sentence, mark one letter (A, B, C or D) on your Answer Sheet.
You will need to use some of the letters more than once.
A
Hoover offered any customer who spent at least ￡ 100 on its products two complimentary flights to Europe and the US. The offer attracted more than double the anticipated applications, leading to the dismissal of three senior managers and a bill for ￡ 19 million.
B
A large computer hardware retailer positioned itself at the bottom end of the market by undercutting all its competitors. To attract customers, it even offered a 0% interest Buy Now, Pay One Year Later deal. People did buy, but unfortunately, serious cash flow problems forced the company into liquidation before customers repaid them.
C
Lever Brothers rushed Persil Power onto the market to coincide with a rival company's launch of its own new washing powder. Despite millions of pounds spent on research, Persil Power was fatally flawed, having the unfortunate effect of damaging clothes. It was quickly withdrawn and reformulated.
D
'The best has been made even better.' said the Chairman of Coca-Cola about its decision to change the flavour of Coke for the first time in its 99-year history. However, of the 150 million people who tried the new Coke, nearly two-thirds preferred the original. The company was forced to re-launch the old Coke as Coke Classic three months later.
1 Don't change something which is already a proven success.
2 Don't spend more on the promotion than the product.
3 Don't let competitors dictate your strategy.
4 If things go wrong, change the name.
5 A marketing mistake can put a company out of business.
6 Doing things too quickly can produce disastrous results.
7 Work out the exact cost of a promotional gift.
(1)
第8题
A.walk
B.wander
C.wind
D.work
第9题
？Look at the statements below and the text on mobile advertising on the opposite page.
？Which section (A, B, C or D) does each statement 1-7 refer to？
？For each statement 1- 7, mark one letter (A, B, C or D) on your Answer Sheet.
？You will need to use some of these letters more than once.
Mobile Advertising The Next Big Thing
A
Advertising on mobile phones is a tiny business. Last year spending on mobile ads was $ 871 million worldwide according to lnforma Telecoms & Media, a research firm, compared with $ 24 billion spent on internet advertising and $450 billion spent on all advertising. But marketers are hailing the mobile phone as advertising's promised land. It is destined, some say, to replace not only internet advertising,the latest fad, but also television, radio, print and billboards, the four traditional pillars of the business.
B
The 2.5 billion mobile phones around the world can potentially reach a much bigger audience than the planet's billion or so personal computers. The number of mobile phones in use is also growing much faster than the number of computers, especially in poorer countries. Furthermore, most people carry their mobile with them everywhere—something that cannot be said of television or computers.
C
Yet the biggest selling point of mobile ads is what marketing types call ' relevance' . Advertisers believe that about half of all traditional advertising does not reach the right audience. But mobile advertising through text messages is the most focused: if marketers use mobile firms' profiles of their customers cleverly enough, they can tailor their advertisements to match each subscriber's habits.
D
In September, Blyk, a new mobile operator, launched a service in Britain that aims to do just that. It offers subscribers 2]7 free text messages and 43 free minutes of voice calls per month as long as they agree to receive six advertisements by text message every day. To sign up for the service,customers must fill out a questionnaire about their hobbies and habits. So advertisers can target their messages very precisely. ' Britain is the largest, but also the trickiest European ad market, so if it works here it will work everywhere,' says Pekka Ala-Pietila, chief executive and one of the founders of Blyk.
Customers are rewarded in return for text message advertisements on their mobile phones.
