首页
登录
职称英语
[originaltext]W: Tonight, we have the privilege to have Mr. Robertson, presiden
[originaltext]W: Tonight, we have the privilege to have Mr. Robertson, presiden
游客
2024-05-13
8
管理
问题
W: Tonight, we have the privilege to have Mr. Robertson, president of Tomorrow Media Corporation to talk about building brands. Welcome, Mr. Robertson.
M: Thanks.
W: First question: is building a brand any different today than it was 20 or 50 years ago because advertising media have changed?
M: In many ways, I don’t think it is. (19)You’ve got to represent what that brand really is, and that doesn’t change because the media changes.
W: You always tell the advertising managers not to forget that the consumer is the boss. Why is that?
M: When new chief marketing officers come in, they want to put their own stamp on things. (19)They’ll make changes that might not necessarily be the essence of the brand. That is wrong.
W: Give an example, please.
M: Take an example from brands of ears. Volvo is safety. Every once in a while the Volvo officers want their cars to be known as beautiful or sporty. But that’s not what people think. People think, "No, Volvo is safety. "
W: What is your suggestion to this?
M: (20)You have to be consistent in your brand building through all the media that you use, whether it’s the Internet, traditional advertising, word of mouth, conferences or product placements.
W: The brand competition is now on the fire, what’s your suggestion?
M: (21)The best way is to position your brands to be different from another. You need to avoid having brands represent the same thing, and consumers are not able to figure out which brand is which.
选项
A、Volvo takes safe approach in branding.
B、Companies shouldn’t change their brand image all the time.
C、The manager’s ideas are usually different from those of consumers.
D、Their managers need to be changed.
答案
B
解析
对话中Robertson先生提到沃尔沃的例子,其中说每一个新到任的市场总监都会在沃尔沃的品牌上做一些改动,但是消费者却始终认为沃尔沃汽车最重要的是安全性能,并且由此可以推断,公司不应该经常改动广告形象,故选B项。
转载请注明原文地址:https://tihaiku.com/zcyy/3597155.html
相关试题推荐
[originaltext]Centuriesago,duringtheMiddleAges,mostofthelandinEur
[originaltext]M:Manypeopleseemtobeonadiet.Haveyounoticedthat,Anna?
[originaltext]M:Manypeopleseemtobeonadiet.Haveyounoticedthat,Anna?
[originaltext]M:MissHanson,thankyouforsendingmethisnote.I’msorryto
[originaltext]M:MissHanson,thankyouforsendingmethisnote.I’msorryto
[originaltext]M:MissHanson,thankyouforsendingmethisnote.I’msorryto
[originaltext]M:MissHanson,thankyouforsendingmethisnote.I’msorryto
[originaltext]M:MissHanson,thankyouforsendingmethisnote.I’msorryto
[originaltext]M:MissHanson,thankyouforsendingmethisnote.I’msorryto
[originaltext]Thegreatadvanceinrockettheory40yearsagoshowedthatl
随机试题
Thesuddendeathofanadmiredpublicpersonalwaysseemsanimpossibility.
在外耳道能达到最佳共振的频率是()A.2800Hz B.3800H
体重/身高身高体重 A.正常>2SD
慢性呼吸衰竭患者,应采取的吸氧方法A.间歇高浓度 B.持续高浓度 C.间歇低
A.垂体后叶素 B.华法林 C.氨甲苯酸 D.枸橼酸钠 E.硫酸鱼精蛋白
共用题干 患者男,36岁。确诊伤寒入院,数天来体温持续在40℃左右,今日4PM
简述教育法律的纵向结构层次。
疮疡初起如粟,根脚坚硬较深,麻木,顶白而痛者为A.痈 B.疔 C.疽 D.
王某家里的一部手机无法正常使用,遂让其家里的小时工刘某拿出去扔掉。刘某将该手机修
关于施工企业项目经理部的说法,正确的有()。A.项目经理经施工企业授权管理施工
最新回复
(
0
)