MarketingLead-inQuestions•GiveyourcommentandsuggestionbasedonthefeaturesofZumoandtheirmarketingfacts.RelatedExpressions•market-focused•potentialcustomer•prospectivebuyer•nurturing•encroachmentReading(Answerthefollowingquestionsbriefly)1.Whatarethecoremarketingfunctionactivitiesformostorganizations?Theybothbelievethattheirjobistobuild,aswellasmaintainabrand,thatis,tomakesurethebrandisintact.2.Whatistheadvantageofseparatingmanagementfunctionfromthephilosophyofmarketingandotherfunctionsofmarketing?Hewantstoprovethatgettingthreefactorsright—imagery,relevanceandinnovation—cantranslateintoanadvertisingandsalesbonanzaabroad.3.Whatistheuseofmarketingasabusinessconcept?InJapan,Timotei’sadvertising,basedonimagesofablondgirlwashingherhairandamarketpositionasashampoothatofferssuperiormildness,provedsuccessfulwhenthebrandlaunchedin1985.ButinChina’sTaiwan,theadsranintoproblems.Raven-hairedChinesegirlstherefoundithardtorelatetoblondes.Foratime,thecampaignwaschangedtofeatureblackhair.4.Howtomakemarketingeffectiveasanacceptedbusinessphilosophy?Constantinnovation.5.Whatwaysistheterm“marketing”usedinpractice?In1996,anationwidefoodpoisoningepidemiccausedbypoorhygienemadethousandsill.Duringtheepidemic,peoplerememberedDomestowasadvertisedaskillinghiddengerms.Completethefollowingsentenceswithwordsandexpressionschoosingfromthetext.1.established2.maintain3.represent4.capitalizingon5.arangeof6.campaign7.consistent8.launch9.emphasison10.communicateApplyYourUnderstanding1.对大多数公司来说，核心的市场营销活动包括广告、促销和市场调查三个方面。•Formostorganizations,advertising,salespromotionandmarketingresearchwouldbeconsideredcoremarketingfunctionactivities.2.1974年，市场营销方面的先锋人物T·列维特在他所著的《经济增长之市场营销》一书中特别指出：市场营销不仅是一项商业功能，也是对整体商业目标的一种强化。•Thisaspectofmarketingwasspecificallyindentifiedin1974bythepioneeringmarketingauthorT.Levitt,inMarketingforBusinessGrowth,inwhichhestatedthatmarketingisnotjustabusinessfunction,iti...
