Test Three
I.Match the following words in Column A and their definitions in Column B. (10 points)
Column A                Column B
1. customer loyalty  a. the actual price you pay for each click in your pay-per-click
marketing campaigns
2. e-mail direct marketing  b. to describe the behavior of repeat customers, as well as those who offer good ratings, reviews, or testimonials
3. target audience   c. Give the new product to others for free, then ask them to give you their opinions and attach product pictures and videos, which can help to improve the ranking and recognition of the product.
4. letter of credit    d. Divide your potential customer base by their permanent or
recent location.
5. social media marketing  e. the particular group of people to which an advertisement, a product, a website or a television or radio programme is directed
6. search engine marketing f. a kind of marketing means that enterprises send e-mails to target customers, establish communication channels with target customers, and directly convey relevant information to them to promote sales
7. product evaluation  g. a letter from a bank allowing the person who has it to take a
particular amount of money from a bank in another country
8. collectivism    h. a form of Internet marketing involving the promotion of a website by increasing a website’s overall visibility within search engine results pages
9. cost per click    i. emphasis on collective rather than individual action or identity
10. geographic segmentation j. techniques that target social networks and applications to
spread brand awareness or promote particular products
II.Read the statements below based on the text, decide whether they are true or not. Mark “T” for true and “F” for false. (10 points)
1.Germans prefer a very a casual communication tone, which contrasts with Americans who gravitate towards a more formal approach.
2.Cultural differences are absent when customers speak the same language.
3.No marketing category has the longevity of email marketing. While some marketing trends come and go, email remains the most powerful channel available to the modern marketer.
4.Amazon’s web store focuses on complexity of experience, process, and functionality.
5.Amazon’s visual design might not be streamlined, minimal, beautiful, or engage people on an emotional level, but it is immensely useful.
6.Only writing great blog posts will be good enough for product promotion.
7.Working with a third-party fulfillment company can help you simplify sales process.
8.A marketplace model is a platform where many companies sell their products alongside their competitors.
9.The business type should not influence the company’s social media marketing strategy.
10.Social media marketing can help increase website traffic and raise brand awareness.
III.Reading Comprehension. (20 points)
Passage One
How we look and how we appear to others probably worries us more than when we are in our teens or early twenties than at any other time in our life. Few of us are content to accept ourselves as we are, and few are brave enough to ignore the trends of fashion.
Most fashion magazines or TV advertisements try to persuade us that we should dress in a certain way or behave in a certain manner. If we do, they tell us, we will be able to meet new people with confidence and deal with every situation confidently and without embarrassment. Changing fashion, of course, does not apply just to dress. A barber today does not cut a boy’s hair in the same way as he used to, and girls don’t make up in the same way as their mothers and grandmothers did. The advertisers show us the latest fashionable styles and we are constantly under pressure to follow the fashion in case our friends think we are odd or dull.
What causes fashion to change? Sometimes convenience or practical necessity or just the fancy of an influential person can establish a fashion. Take hats for example. In cold climate, early buildings were cold inside, so people wore hats indoors as well as outside. In recent times, the late President Kennedy caused a depression in the American hat industry by not wearing hats. More American men have followed his example.
There is also a cyclical pattern in fashion. In the 1920s in Europe and America, short skirt
minimal
s became fashionable. After World War Two, they dropped to ankle length. Then they got shorter and shorter until the miniskirt was in fashion. After a few more years, skirts became longer again.
Today, society is much freer and easier than it used to be. It is no longer necessary to dress like everyone else. Within reason, you can dress as you like or do your hair the way you like instead of the way you should because it is the fashion. The popularity of jeans and the “untidy” look seems to be a reaction against the increasingly expensive fashions of the top fashion houses.

版权声明：本站内容均来自互联网，仅供演示用，请勿用于商业和其他非法用途。如果侵犯了您的权益请与我们联系QQ:729038198，我们将在24小时内删除。