雅思阅读真题（Part 3）

Marketing and the information age

Part 3 · 考频：中频 · 最近考试：2021.12.11

文章内容（节选）

A 

For the early practitioners of marketing in the late 19th and early 20th centuries, the business of selling was simply a matter of continually finding new customers. By contrast, marketing managers in the current era recognise the importance of gathering information about the market and about potential customers. They recognise that if companies are to be profitable, customers must gain and retain their perceptions of value from the brands they buy over a long time frame, rather than from a single transaction. This also means that customers must see value in returning continually to the stores where they shop, as well as to the service providers they deal with.

 

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题目与答案

  1. The fact that there may be too much information to cope with
    • A
    • B
    • C
    • D
    • E
    • F

    答案：F

    原文定位：One study found that with all the information now available through supermarket scanners, a packaged goods product controller is bombarded with one million to one billion new numbers each week. As Naisbitt points out: "Running out of information is not a problem, but drowning in it is

  2. The relevance of generating repeat business
    • A
    • B
    • C
    • D
    • E
    • F

    答案：A

    原文定位：They recognise that if companies are to be profitable, customers must gain and retain their perceptions of value from the brands they buy over a long time frame, rather than from a single transaction. This also means that customers must see value in returning continually to the stores where they shop, as well as to the service providers they deal with

    同义替换：「generating repeat business」↔「returning continually」

  3. An example of personalised marketing
    • A
    • B
    • C
    • D
    • E
    • F

    答案：B

    原文定位：For instance, the subscriber-TV music channel Channel [V] encourages its viewers to sign up for text messages and email alerts that tell them when their favourite artists and songs are about to be broadcast

    同义替换：「an example」↔「For instance」，「personalised」↔「their favourite artists and songs」

  4. An illustration of a situation where commissioning new might not be advisable
    • A
    • B
    • C
    • D
    • E
    • F

    答案：H

    原文定位：For example, if an organisation estimates that launching a new product without any further information will yield a profit of $500,000, then it would be foolish to spend $30,000 for additional information that would increase the profit to only $525,000

    同义替换：「an illustration」↔「For example」，「commissioning new information」↔「spend money for additional information」，「might not be advisable」↔「would be foolish」

  5. How the greater wealth of customers enables them to select from a broader range of products
    • A
    • B
    • C
    • D
    • E
    • F

    答案：D

    原文定位：As household incomes increase, choice widens and buyers become better discriminating, so sellers need information about how buyers respond to different products and advertising campaigns

    同义替换：「greater wealth of customers」↔「household incomes increase」，「enables them to select from a broader range of products」↔「choice widens」

  6. 32 The majority of marketing statistics are gathered by government agencies.
    • YES
    • NO
    • NOT GIVEN

    答案：NO

    原文定位：While some of the information used is gathered by government bodies such as the Australian Bureau of Statistics and Statistics New Zealand, most of it is purposefully gathered by marketing organisations for client companies

    同义替换：「majority」↔「most」，「statistics」↔「research information」，「agencies」↔「bodies」

  7. 33 The move from an industrial to an information-based economy has happened more quickly in New Zealand than in Australia.
    • YES
    • NO
    • NOT GIVEN

    答案：NOT GIVEN

    原文定位：It has been suggested by the futurist and best-selling author John Naisbitt that the United States and, by observation, developed countries such as Australia, New Zealand, and Singapore are moving from industrial to information-based economies

  8. 34 Employees sometimes hide information that gives a poor impression of them.
    • YES
    • NO
    • NOT GIVEN

    答案：YES

    原文定位：In addition, subordinates may withhold information they believe will reflect badly on their performance

    同义替换：「Employees」↔「subordinates」，「sometimes hide」↔「may withhold」，「gives a poor impression of them」↔「reflect badly on their performance」

  9. 35 Managers frequently fail to make good use of the information they receive.
    • YES
    • NO
    • NOT GIVEN

    答案：YES

    原文定位：Although marketing organisations have greater capacity to provide managers with information, they often do not use it well

    同义替换：「frequently」↔「often」，「fail to make good use of」↔「do not use it well」，「receive」↔「provided to」

  10. 36 Marketing information has to be used to be valuable.
    • YES
    • NO
    • NOT GIVEN

    答案：YES

    原文定位：By itself, information is valueless - its value comes from its use

    同义替换：「has to be used to be valuable」↔「its value comes from its use」

  11. The Marketing Information System(MIS)
    37_____ →

    答案：marketing managers

    原文定位：The MIS begins and ends with marketing managers. First, it interacts with these managers to assess the information needs they have

  12. Find out their 38_____ →

    答案：information needs

    原文定位：First, it interacts with these managers to assess the information needs they have

    同义替换：「Find out」↔「assess」

  13. Developed through:
    · 39_____
    ·marketing intelligence activities
    ·research process
    ↓

    答案：internal records

    原文定位：Next, it develops the needed information from internal records, marketing intelligence activities, and the research process

  14. ← Timely and accurate data distribution ← Processed by the 40_____

    答案：analysis unit

    原文定位：The analysis unit processes the data to make it more useful

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