# Marketing and the information age - 科目：雅思阅读真题（Part 3） - 考频：中频 - 最近考试：2021.12.11 - 题目数：14 - 来源页：https://www.yaquan.site/paper/00c8ab40-ed1c-455c-924a-542855485eb6（在线机考练习与音频请访问该页面） - 数据更新：2026-10-29 ## 题目原文 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. B Marketing practitioners and marketing scientists have never worked more closely than they currently do. There are many reasons for this, including the fact that this is the information age where convergence in telecommunications, media and technology is causing old ways to be challenged, and new methods and tools to be tested. Customer expectations have risen as new technologies allow new approaches. 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. Competitive advantage lies in being able to recognise which customers can be given greater attention, not just because they demand it but because it makes commercial sense to provide high levels of product quality and service. C Modern marketing information systems rely on information technology to enable marketing intelligence to be gathered and to store and analyse marketing research information. 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. In the process, computer technology is used to manipulate the data and then to present the information in such a way that executives can readily identify any problems or issues, and quickly arrive at solutions. D In order to produce superior value and satisfaction for customers, marketing managers need information at almost every turn. They need information about customers - end-users and resellers - as well as competitors and governmental and other forces in the marketplace. One marketing executive put it this way: "To manage a business well is to manage its future, and to manage the future is to manage information." Increasingly, marketers are viewing information not just as an input for making better decisions but also as an important strategic asset and marketing tool. 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. E The supply of information has also increased greatly. 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. These post-industrial economies earn 70-80% of their Gross Domestic Product from services, and have entered what some commentators have termed the "Information Age" or the "Information Technology Era". F 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." Yet marketers frequently complain that they lack information of the right kind but have plenty of the wrong kind, or they claim that marketing information is so widely spread throughout the organisation that it takes great effort to locate even simple facts. In addition, subordinates may withhold information they believe will reflect badly on their performance, and important information often arrives too late to be useful, or on-time information is not accurate. So marketing managers need better information. Although marketing organisations have greater capacity to provide managers with information, they often do not use it well. As a result, many marketing organisations are now studying their managers' information needs and designing information systems specifically to meet those needs. G One solution is to use a Marketing Information System (MIS). This consists of people, equipment, and procedures which, when put together, are able to gather, analyse, evaluate and distribute needed, timely, and accurate information to marketing decision-makers. The MIS begins and ends with marketing managers. First, it interacts with these managers to assess the information needs they have. Next, it develops the needed information from internal records, marketing intelligence activities, and the research process. The analysis unit processes the data to make it more useful and, finally, the MIS distributes it to managers in the right form and at the right time to help them make better marketing decisions. H However, the costs of obtaining, processing, storing, and delivering information can mount quickly. In some cases, additional information will do little to change or improve a manager's decision, or the costs of the information will exceed the returns from the improved decision. 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. By itself, information is valueless - its value comes from its use. ## 题目与答案 ### 27. The fact that there may be too much information to cope with 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 ### 28. The relevance of generating repeat business 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」 ### 29. An example of personalised marketing 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」 ### 30. An illustration of a situation where commissioning new might not be advisable 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」 ### 31. How the greater wealth of customers enables them to select from a broader range of products 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」 ### 32. 32 The majority of marketing statistics are gathered by government agencies. 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」 ### 33. 33 The move from an industrial to an information-based economy has happened more quickly in New Zealand than in Australia. 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 ### 34. 34 Employees sometimes hide information that gives a poor impression of them. 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」 ### 35. 35 Managers frequently fail to make good use of the information they receive. 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」 ### 36. 36 Marketing information has to be used to be valuable. 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」 ### 37. The Marketing Information System(MIS) 37_____ → 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 ### 38. Find out their 38_____ → 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」 ### 39. Developed through: · 39_____ ·marketing intelligence activities ·research process ↓ 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 ### 40. ← Timely and accurate data distribution ← Processed by the 40_____ ← 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 --- 以上内容由鸭圈雅思真题库（www.yaquan.site）提供，收录近期雅思考试真题回忆，支持在线机考模式免费练习。