首页
登录
职称英语
NarratorListen to part of a lecture in a marketing class.Now get ready to answ
NarratorListen to part of a lecture in a marketing class.Now get ready to answ
游客
2024-01-03
17
管理
问题
Narrator
Listen to part of a lecture in a marketing class.
Now get ready to answer the questions. You may use your notes to help you answer. [br] According to the professor, which of the following activities is not included in marketing?
Narrator
Listen to part of a lecture in a marketing class.
Professor
Production and marketing of goods, services, and causes are the essence of economic life in any society. All organizations perform these two basic functions to satisfy their commitments to society, their customers, and their owners. They create a benefit that economists call utility. Utility is the power of a good or service in satisfying a need. There are four basic kinds of utility, that is, form utility, time utility, place utility and ownership utility.
First, let’s have a look at form utility. Form utility is created when the firm changes raw materials and component inputs into finished goods and services. For example, RAC uses glass, plastics, metals, circuit boards and other components to create a television set. Ethan Allen produces a sofa with such materials as fabric, thread, wood, springs, and down feathers. The television show Friends starts with writers, actors, scripts, director, producer, technical crew, and sound stage. Although marketing offers these products to the consumers, it is the organization’s production department that actually creates the form utility.
But, marketing creates the other three kinds of utility, namely, time utility, place utility and ownership utility. When consumers need goods and services, if they can find the goods and services at the right time and the right place, time utility and place utility are created. For example, Federal Express and Airborne Express provide overnight courier service. They create time utility. People can buy newspapers, snacks, and soft drink at vending machines. These vending machines focus on providing place utility.
Now I will explain what ownership utility is. When consumers buy goods and services, the title of goods and services are transferred. In this case, ownership utility is created.
Now, let’s look at this example. Uh...on planes, in front of the seats, there are GTE Airfone, so that air travelers can make calls, send e-mail messages, retrieve voice mail and even surf the Internet from 35 000 feet above the earth. Customers may swipe a credit card along a special reader and then the telephone is activated. By doing this, the customers buy the service. So, here, you may have seen marketing’s function in creating utilities.
All organizations must create utility in order to survive. To create utility, the foundation is to design and produce market goods, services and ideas that can satisfy consumers’ needs However, only recently have people noticed that marketing is extremely important for an organization.
Then, you may ask what marketing exactly is. If you ask five people to define the term marketing, you may get five definitions. People are continuously exposed to advertisements and personal selling, so marketing may be simply selling. Or... marketing only begins after the goods or services are produced.
Actually, marketing involves other activities. For instance, you have to analyze customers’ needs and seek essential information before you design and produce goods or services. After selling the goods or services, you still need to maintain relationships with costumers. Besides, marketing exists not only in profit-oriented firms but also in thousands of not-for-profit organizations.
All of these factors are taken into account in today’s definition of marketing. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives.
As we can see, in this definition, all organizational functions are involved. So, we can say, marketing serves the interests of both society and the organizations, or, say, the interests of both the consumers and the enterprises. Is that OK? ...Maybe... in another way. We see, the four variables of marketing are also included, that is, product, price, promotion and distribution. In addition, this definition also emphasizes creating and maintaining relationship with customers. Finally, it recognizes that marketing applies to not-for-profit organizations as well as to profit-oriented businesses. So, you must have got a clear understanding of marketing now.
Now get ready to answer the questions. You may use your notes to help you answer.
1. In the lecture, the professor describes the utilities that are created by the two basic functions productions and marketing. Indicate which of the following is by production and which is by marketing. Tick in the correct box for each phrase.
2. Why does the professor cite GTE Airfone as an example?
3. According to the professor, which of the following activities is not included in marketing?
4. Why does the professor take Federal Express and Airborne Express as an example in his lecture?
5. What is the intended meaning of the professor when he says this?
Professor
If you ask five people to define the term marketing, you may get five definitions. People are continuously exposed to advertisements and personal selling, so, marketing may be simply selling. Or... marketing only begins after the goods or services are produced.
Listen again to part of the lecture. Then answer the question.
Professor
As we can see, in this definition, all organizational functions are involved. So, we can say, marketing serves the interests of both society and the organizations, or, say, the interests of both the consumers and the enterprises. Is that OK? ... Maybe... in another way.
6. Why does the professor say this?
Professor
Is that OK?
选项
A、Analyzing customers needs.
B、Securing necessary information.
C、Designing and producing goods or services.
D、Creating and maintaining relationships.
答案
C
解析
本题为细节题,考查考生对营销概念中所包含的细节的理解。根据教授对marketing概念的解释,选项A(分析客户需求)、选项B(获取所需信息)和选项D(建立和维持各种关系)均包括在marketing的活动之内。这些要点体现在一小段话中:“For instance,you have toanalyze customer’s need and seek essential information before you design and produce goods orservices.After selling the goods or services,you still need to maintain relationships withcostumers.”而选项C(设计和生产产品或服务)属于生产的内容,而非营销的内容,故选择C项。
转载请注明原文地址:https://tihaiku.com/zcyy/3330603.html
相关试题推荐
Choosethecorrectletter,A,BorC.[br]Thelecturewasorganisedby[origina
Choosethecorrectletter,A,BorC.[br]Whydidthelecturerchoosetofocus
Choosethecorrectletter,A,BorC.[br]Whydidthelecturerchoosetofocus
StrategiesforeffectiveuseoflecturesDosome【L25】________【L26】________ands
StrategiesforeffectiveuseoflecturesDosome【L25】________【L26】________ands
Lecturesaregoodforthelecturersbecausetheycan[originaltext](I=IndraP=
ChoosethecorrectletterA,BorC.[br]Accordingtothelecturer,postgraduat
NarratorListentoapartofatalkinahistorylecture.[img]2011q1/ct_etoe
NarratorListentoapartofatalkinahistorylecture.[img]2011q1/ct_etoe
NarratorListentoapartofatalkinahistorylecture.[img]2011q1/ct_etoe
随机试题
Forthispart,youareallowed30minutestowriteashortessay.Youshouldsta
伸缩缝把建筑分成两个独立的温度区,所以从基础到上部结构在结构和构造上全部要完全独
关于联合卡环的叙述错误的是()A.缺点是不能防止食物嵌塞 B.由两
下列不属于医疗费用保险的是()。A:住院费用保险 B:外科手术费用保险 C:
各种运输方式内外部的各个方面的构成和联系,就是( )。 A.运输系统
江河大厦工程,由江河集团有限公司投资建设,东胜建筑有限公司任施工总承包,建标监理
A. B. C. D.
A.双侧肾动脉狭窄 B.心力衰竭 C.痛风 D.冠心病 E.哮喘患者,男
A.微混浊的黄色黏稠性液体 B.乳白色豆渣样分泌物 C.淡黄色清亮液体,含淋
(2013年真题)某建设项目业主采用如下图所示的组织结构模式。关于业主和各参与方
最新回复
(
0
)