Exercises
Text Comprehension
I.Decide whether each of the following statements is true or false.
1.According to Theodore Hesburgh，the very essence of leadership is that you have a vision for which you cannot blow a trumpet on every occasion.
2.PepsiCo promises to continually improve all aspects of the world for all people and all countries.
3.A vision statement communicates the improved future that we hope to create within our global community，while a mission statement applies the vision to the company's present action and situation.
4.As a matter of fact，Ford Motor Company didn't dream big in the early 1900s when the automobile was just emerging.
5.Everybody wishes to step beyond the need to maintain their physical and emotional security and discover a greater purpose for life.
II.Answer the following questions.
1.How will employees feel about the vision statements made by their companies？
2.Should mission statements be made in a way that inspires employees and stakeholders？
3.What is the key point to keep in mind when it comes to vision statement and mission statement？
4.Why do some people choose not to dream big and believe that vision and mission statements should be realistic？
5.How did Ford manage to improve the accessibility and affordability of its products to people worldwide？
Vocabulary
I.Match the words and expressions on the left with the explanations on the right.
1.marketing a.debase，depreciate
2.advances b.an interpretation that removes obstacles to understanding
3.affordability c.a third party who temporarily holds money or property while its owner is still being determined
4.promotional mix d.a name，term，design or other feature that distinguishes one seller's product from those of others
5.devaluate e.behaviour intended to make your opponents lose confidence or feel afraid
6.stakeholder f.a blend of promotional variables chosen by marketers to help a firm reach its goals
7.define g.communicating the value of a product or service to customers，for the purpose of selling that product or service
8.psychological warfare h.attempts to establish a friendly or an amorous relationship or a business agreement
9.clarification i.show（a line，shape，feature，etc）clearly；outline
10.brand j.ability to pay；capacity to pay
II.Determine the exact meaning of each of the underlined words and translate each sentence into Chinese.
1.The robber was released on bail.
2.The police have released no further details about the crime.
3.Death is often a welcome release from pain.
4.Which of the new releases do you think are really good？
5.The vital spark that would have brought the play to life was missing.
6.It is absolutely vital that the matter is kept secret.
7.We are vitally concerned to win public support.
8.She kneed her attacker in the vitals and ran away.
9.This poem communicates the author’s despair.
10.My garden communicates with the one next door by means of a gate.11.One cannot identify happiness with wealth.
12.I found it hard to identify with any of the characters in the film.
13.She asked for an advance on her salary.
14.Share prices showed significant advances today.
15.Scientists have advanced a new theory to explain this phenomenon.
III.Complete each of the following sentences with an appropriate form of the word given in brackets.
1.She had a kind of________zeal about bringing culture to the masses.（mission）
2.Henry，by contrast，thought it was the duty of his subjects to support him in this or any other purpose he might________.（vision）
3.The dog was bouncing with health and________.（vital）
4.We only had time to pack a few________before we left.（essence）
5.Fear comes from________of the unknown.It happens to all of us.（certain）
6.I don't think Peter is fit for this position，because I don't find him very________.（communicate）
7.Let me share with you some interesting observations that I believe serve as great________lessons.（motivate）
8.The companies were greatly________by the postal delays.（convenient）
9.It has become a________tale of the pitfalls of international mergers and acquisitions.（caution）
10.All your changes of plan have made me totally________.（confuse）
11.The________allege that manufacturers failed to warn doctors that their drugs should be used only in limited circumstances.（claim）
12.The bookcase can easily be________with a screwdriver.（assembly）
13.The principle of unity of command is useful in the________of authority-responsibility relationships.（clarify）
14.It helps point out some of the________barriers you have in making better food choices.（behavior）
15.All the products can be________to the client's exact requirements.（person）
IV.Fill in the blanks，each using one of the words in its appropriate form.
clear clarify clarification personal personify personalize
Model:My memory is not clear on that point.
1.Giving people time to get to know one another will make the meeting less________.
2.I want to keep next weekend________so that I can do some gardening.
3.Justice is often________as a blindfolded woman holding a pair of scales.
4.The union has written to Detroit asking for________of the situation.
5.Ms.Mayawati has sparked controversy for building statues of herself and other Dalit icons，but she denies encouraging a________cult.
6.Park your car about nine inches________of the kerb.
7.In business circles he is noted for his flair and________of vision.
8.The horse________the fence easily.
9.He is kindness________.
10.The terms of the contract are very________，so I refuse to sign it.
11.I hope it________up this afternoon.
12.She was the________of elegance.
13.In a small company，you will receive more________service.
14.Thank you for writing and allowing me to________the present position.
15.________rather than loudness is often the main requirement in speaking.
V.Choose the right word to complete each sentence.
1.When smartphones first appeared on the scene in 2007，there was little indication they would________on traditional online marketing.
A.protrude B.intrude C.infuse D.obstruct
2.As wireless speeds improved，along with the phones themselves，smartphones emerged as a________for the web.Today there's nothing out of the ordinary about browsing your phone the way you might browse the Internet on your laptop.
A.proxy B.prod C.prompt D.prop
3.________ads，however，are a notoriously ineffectual advertising medium.
A.Barter B.Bunker C.Banner D.Batter
4.Yet now that more than half of Americans own smartphones and a growing number have________，is there any reason to keep content marketing off these increasingly popular devices？
A.tabloids B.plates C.pills D.tablets
5.Thus，a successful marketing campaign must respect the intelligence of these________，providing them with helpful information that promises authenticity and integrity.
A.prospects B.visions C.hopes D.outlooks
6.Do not be misled into thinking that this savvy consumer wants the information to be________down to accommodate the dimensions of a mobile screen.
A.dumbed B.dulled C.muted D.blunted
7.The island has no income tax，so it generates the majority of its income from tourists like you and me through something called a VAT，or value-added tax，which is quite________.
A.haughty B.hefty C.husky D.bulky
8.Now marketers randomly use the enticing title of leader in headlines in a desperate attempt to be________.
A.seen B.found C.noticed D.perceived
9.Like chefs，marketers invent new recipes，follow the recipes of other marketers，and modify existing recipes based on availability of________.
A.particles B.materials C.ingredients D.components
10.As we near the middle of Q3，now is a good time to chart your progress，evaluate what has changed in the past eight months，and resolve how you can end this year with a________.
A.pound B.bang C.clang D.pang
11.B2B，it would seem，is inherently left-brained，with logical elements dominating companies'messaging strategies.Yet，according to recent research，the right-brained，emotional components should not be________.
A.overseen B.overestimated C.overplayed D.overlooked
12.A company that is able to produce a powerful，customer-centric experience that focuses on the moments that matter most to the buyer is likely to gain________business.
A.repeat B.repetitive C.repetition D.repetitiveness
13.The first step in marketing is to________the market—divide it into groups with shared needs and desires.
A.fragment B.integrate C.dismantle D.segment
14.Poor customer service will destroy customer loyalty very quickly，while________customer service will encourage consumers to continue to purchase our products and refer others to our business.
A.inceptive B.exceptional C.inclusive D.perceptive
15.Although in times past，B-to-B consumers might have been________about choosing their mobile devices for serious work or research，they now make little distinction between their phones，their tablets and their PCs.
A.weird B.weary C.wizard D.wary
Cloze
Decide which of the choices given below would best complete the passage if inserted in the corresponding blanks.
Of all the mystical powers associated with teenagers，my favorite is how____1__media-savvy they are.The Wall Street Journal has been sounding this theme in a current series of articles about marketing to kids，called“Buying Gen Y.”
Today's topic is teen movies，and the producer of one teen____2__tells us that the thing about Gen Y is:“They can tell when they're being marketed to.”As an example of the fact that，as the Journal____3__it，“the ability to____4__marketing messages is like a birthright，”teens reveal that they can tell a good movie____5__from a bad one，and tend to____6__away from actually going to see the movies that look bad.They can also____7__，simply by decoding the marketing messages，that American Beauty and American Pie are different sorts of films____8__at different sorts of audiences.Another teen points out that Hollywood movies can be superficial and deal in stereotypes，which is a mistake because“our generation is very diverse”.This is an insight，because as everyone knows，all previous generations have consisted entirely of middle-aged，white marketing executives.
It turns out that a key factor to this new generation's____9__savvy is that Internet thing，which you may not be familiar with if you aren't a teenager yourself.“The Internet allows teenagers to rely on each other for movie information，”the Journal reports.This，too，is an insight:When I was a teenager，for instance，there was no___10___way for me to obtain movie-related information from the roughly 2，000 other teenagers at my high school.The Internet really does change everything.
I really don't mean to___11___on the Journal，whose marketing___12___is generally excellent.And certainly the paper's current Gen Y musings are no more superficial than anyone else's.（A recent Fortune piece found it“surprising”that today's teens say they want to build loving families when they grow up，and further reported that teens'friends are important to them and that they“don't want to be consumed___13___work”.As opposed to what？Prior groups of 17-year-olds who were indifferent to their peers and aspired to put in long hours at a meaningless job and cheat on their spouses some day？）
Obviously it's true that teenagers have different___14___and respond to different messages than non-teenagers do.And certainly I don't doubt that teenagers know when they're being marketed to.But really，at this point，is there anyone alive who can't tell when they're being marketed to？If awareness of marketing negated consumption，the American economy would______15___to a halt immediately.Teenagers don't like to be marketed to，they know it's happening all the time，and yet they keep on buying things that are made for and marketed to them.That doesn't make teenagers different from practically every American who is old enough to spend money；it makes them precisely the same.
1.A.incredulously B.incredibly C.critically D.crucially
2.A.flick B.flirt C.flip D.flap
3.A.lays B.names C.puts D.reads
4.A.encode B.recode C.recoil D.decode
5.A.traitor B.tailor C.trailer D.theater
6.A.shy B.timid C.shame D.cowardice
7.A.concern B.discern C.disconcert D.extinguish
8.A.to target B.targeting C.aimed D.to aim
9.A.startling B.shocking C.terrifying D.panicking
10.A.comparable B.comparative C.contrastive D.contrary
11.A.choose B.pick C.select D.opt
12.A.cover B.covering C.coverture D.coverage
13.A.with B.on C.for D.at
14.A.pallets B.tastes C.palates D.flavors
15.A.gride B.griddle C.ground D.grind
Grammar
I.Fill in each blank with an appropriate attributive word to complete each English sentence according to the Chinese given.
Model:He is on his way home.他在回家途中。
1.He is one of the few workers________today who took part in the strike.他是参加过这次罢工还活着的少数工人之一。
2.Most of the people________are the students.唱歌的人多数是学生。
3.Their high standard showed the progress they________.他们的高水平表明了他们取得的进步。
4.It’s the only solution________.这是唯一可能的解决办法。
5.He was the only person________at the moment.他是那时唯一醒着的人。
6.Are there any tickets________？还有票吗？
7.He has been sent to somewhere________.他被派到某个特定的地方去了。
8.He wanted to get someone________to help in this work.他想找个可靠的人帮忙做这项工作。
9.He hasn't man________to admit his mistake.他没有勇于认错的大丈夫气概。
10.Little________remains to be done.再没有什么剩下的事要做的了。
II.Fill in each blank of the following sentences with a proper relative word.
Example:
Do you still remember the place________we visited last week？
Key:that/which
1.I still remember the night________I first came to the house.
2.Mr.Black is going to Beijing in October，________is the best season there.
3.I will never forget the days________I spent with your family.
4.I'll never forget the last day________we spent together.
5.This is the school________I used to study.
6.Have you ever been to Hangzhou，________is famous for the West Lake？
7.Have you ever been to Hangzhou，________lies the West Lake？
8.Tom will go to Shanghai，________live his two brothers.
9.I live in Beijing，________is the capital of China.
10.There was a time________there were slaves in the USA.
11.It is the third time________you have made the same mistake.
12.It was in the street________I met John yesterday.
13.It was about 600 years ago________the first clock with a face and an hour hand was made.
14.The moment________I saw you，I recognized you.
15.This is the very novel about________we’ve talked so much.
16.This is the way________he did it.
17.Who is the student________was late for school today？
18.Who________knows him wants to make friends with him？
19.He lives in the room________window faces to the south.
20.This is Mr.John for________son I brought a book yesterday.
III.Choose the best one to complete each sentence.
1.This is the reason________they are all against the plan.
A.which B.that C.why D.what
2.It was not until late in the evening________the traveler found a hotel.
A.which B.that C.as D.where
3.I didn't like the way________she spoke to me.
A.which B.that C.how D.as
4.This is________I can do for you right now.
A.which B.that C.what D.as
5.It was at our college library________I borrowed the novel.
A.which B.in which C.that D.where
6.I have seen trees，________open at sunrise and close at sunset.
A.which the leaves B.of which leaves C.whose leaves D.its leaves
7.All________is needed is a supply of oil.
A.the thing B.that C.what D.which
8.The foreign guests，________were scientists，were warmly welcomed at the airport.
A.most of whom B.most of them C.most of which D.most of those
9.On the train I saw a student________I thought was your sister.
A.who B.whom C.which D.that
10.Is the river________through the town very long？
A.flows B.that flows C.which flow D.the one flows
Translation
I.Translate the following into Chinese.
Marketing ethics，regardless of the product offered or the market targeted，sets the guidelines for which good marketing is practiced.When companies create high ethical standards upon which to approach marketing they are participating in ethical marketing.To market ethically and effectively one should be reminded that all marketing decisions and efforts are necessary to meet and suit the needs of customers，suppliers，and business partners.Ethical behavior should be enforced throughout company culture and through company practices.
However，marketers have been known to market questionable products to the public.These tend to be controversial products in that they appeal to some while offending others.An example of such a product that is sold regularly today is a cheap handgun.America is a country in which its citizens have the right to bear arms，yet these weapons are criticized by the public because they are sold at a low price making it rather easy to purchase by members of less affluent communities.Critics have referred to these weapons as“Saturday Night Specials”referring to the negative connotation that they are purchased to commit crimes.In defense of the critics'opinions，if in fact these guns are purchased with the intent to commit such crimes，then one must question the ethics behind marketing these products to criminals.Is the marketer facilitating the crime by appealing to this target market with a weapon that is easily accessible？While the argument in this case may seem unethical due to the questionable nature of these cheap handguns，this argument does not apply to the sale of all guns.That is because weapons that are legally sold to customers at an affordable rate for safety purposes，self-defense，hunting，and law enforcement are perfectly ethical due to the fact that they are safe product that is marketed to a responsible consumer.This comparison supports the fact that ethical marketing can be perceived differently by consumers depending on the nature of the product that is being sold.
II.Translate the following into English by using the words or phrases provided in brackets.
1.该公司执电子行业之牛耳。（premier）
2.总裁派了一个人来对我们要求的东西作出安排。（look to）
3.我毫不含糊地把我对他的看法告诉了他！（in no uncertain terms）
4.在处理紧急事件时，速度是非常重要的。（essence）
5.她是一位善于诱导学生努力学习的教师。（motivate）
Speaking
I.Mini-talk
As one of the four basic elements of the market mix，promotion refers to raising customer awareness of a product or brand，generating sales，and creating brand loyalty.
So please give a mini-talk on the topic“What is important when one works as a sales promoter？”
II.Discussion
Marketing research is the process or set of processes that links the consumers，customers，and end users to the marketer through information—information used to identify and define marketing opportunities and problems；generate，refine，and evaluate marketing actions；monitor marketing performance；and improve understanding of marketing as a process.Marketing research specifies the information required to address these issues，designs the method for collecting information，manages and implements the data collection process，analyzes the results，and communicates the findings and their implications.
So please have a group discussion about the techniques of marketing research.