BEC中级商务英语阅读模拟题

2019年BEC中级商务英语阅读模拟试题WhentwobrandsarebetterthanoneElenaAlvareztakesalookattheeffectivenessofmarketingpartnershipsInthecorporateworld,rivalryismorecommonthanco-operation.Butincreasingly;companieshavebeensettingasidetheirdifferences;thenewideaisthattwobrandnamesarebetterthanone.Sharingdatabases,strategiesandcommunicationsystemscanbethemosteffectivemeansofattractingcustomers.(G)Thispartnershipwillgiveitaccesstotheutilitycompany’sdatabaseofthousandsofcorporateclients,whowillbeofferedspecialdealsonallitsproducts.Thephilosophybehindsuchjointventuresissimple.Ineconomicallychallengingtimes,marketingpartnershipsprovideacost-effectivemethodofincreasingbrandawarenessandsales.Asoneexpertinthefieldputsit,

’Clevermarketingpartnershipsallowbrandstotargettherightpeople,cuttingdowntheabove-the-linespend.

’.....E.......Itisbettertosimplifytheprocessandgivethemonefocalpoint.Recentresearchhasindicatedthatmarketingpartnershipscanbeupto27percentmoreproductivethansinglecompanycampaigns.(9).......B.....Inparticular,itisidealforbringinginstantbrandingtocompaniesthatlackimmediateconsumerappeal.Onewell-establishedUKphonemanufacturer,ITB,wasquicktorealisethis,andformedanalliancewith7a/fcaleadingwomen’smagazine.Thephonecompanyhasbenefitedfromthestrongbrandingofthemagazine,whichhasitscustomerbaseamongprofessionalwomenintheirearly20s.....D........ThiscombinedapproachalsoofferedITBaquickrouteintoimageenhancement,andthisistrueofmanyothermarketingpartnershipdeals.Togiveanotherillustration,itisnocoincidencethatsomewell-knowncartooncharactersarecurrentlyenhancingtheimageofNascohouseholdcleaningproducts.(11).....F.......And,ofcourse,thisstrategyshouldalsoguaranteethatconsumers’insistontheseproductsratherthanrivalbrands.

childrenHowever,whileassociationwithapowerfulbrandcangiveasignificantboosttosales,beingconnectedtoadevaluedbrandcanhaveanegativeresult.Theproblemsofonebrandinevitablyimpactontheotherinapartnership.(12).....A.......Acompanymaytakeyearstorecoverfromthissortofbadpublicity.Indeed,therearenumerousexamplesofdisastrousmarketingalliances.Insuchcases,notenoughthoughthasbeengiventothepartnershipandthereasonsbehindit,andithasbroughtlittlevaluetoeitherthecustomerorthecompaniesinvolved.AInsuchcircumstances,theeffectsarefrequentlymajorandcanbelong-lasting.BSomeexpertsthereforepredictthatthisstyleofmarketingwilltakeupanincreasinglylargeproportionofmanycompanies’totalmarketingbudgets.CSuccessfulmarketingpartnershipscanconsequentlybringafinancialadvantageeventosmallandstrugglingcompaniessuchasthese.DInreturn,itspartnerenjoysabroaderdistributionplatformfromwhichtopromoteitsbrand.EWithonlyafinitenumberofconsumersinanytargetmarket,thereisnoneedtooverwhelmprospectswithcompetingmessagesfromdifferentorganisations.FThesearefairlystandarditems,butclearlythecompanyhopestotransformthembybroadeningtheassociationsconsumershavewiththebrand.GForexample,ProfitPlus,alargeUKfinancialservicescompany,hasrecentlyjoinedforceswithaleadingsupplierofelectricity.这篇文章名为《Whentwobrandsarebetterthanone个品牌强于一个，讲的是市场合作(marketingpartnership)

》，两的好处。第一段总论这种合作的好处，能够共享数据、策略和交流系统。第二、三段接着说市场合作的优势，好的市场合作能够使品牌对准正确的目标人群，同时提升生产效率。第四段是列举实例来说明这种合作是怎样有利于双方的，第五段讲的是与一个贬值的品牌合作的结果。第八题。第二段前面说市场合作供应了一种提升品牌有名度和销售的有成本效益的方法。尔后一个专家指出市场合作能够使品牌对准目