【VIP专享】Marketing Strategy2(张佳佳)

Author:Professor James Chan, President, Institute of Global ManagersDr. Tedmond Lai-Yin TANG, Honorary Advisor, Institute of Global ManagersMs. Carmen Ka-Man CHAN, Dept. of Marketing, Hong Kong Baptist University Consumer Behavior and Marketing StrategyIntroductionThe study of consumer helps firms and organizations improve their marketing strategies by understanding issues such as how:The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);The behavior of consumers while shopping or making other marketing decisions;Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; andHow marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.Significance of consumer behaviorUnderstanding these issues helps us adapt our strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers’ attention, we learn that to be effective,advertisements must usually be repeated extensively. We also learn that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ. Consumer behavior may be defined as: "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.Consumer behavior involves services and ideas as well as tangible products.The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.Main applications of consumer behaviorThere are four main applications of consumer behavior:The most obvious is for marketing strategy—i.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial successand (2) it is important to please initial customers, since they will in turn influence many subsequent customers’ brand choices.A second application is public policy. For example, in the 1980s of the US, Accutane, a near miracle cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers’ attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbein, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic.As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.ConclusionThere are several units in the market that can be analyzed. Our main thrust in this course is the consumer. However, we will also need to analyze our own firm’s strengths and weaknesses and those of competing firms. Suppose, for example, that we make a product aimed at older consumers, a growing segment. A competing firm that targets babies, a shrinking market, is likely to consider repositioning toward our market. To assess a competing firm’s potential threat, we need to examine its assets (e.g., technology, patents, market knowledge, awareness of its brands) against pressures it faces from the market. Finally, we need to assess conditions (themarketing environment). For example, although we may have developed a product that offers great appeal for consumers, a recession may cut demand dramatically.。

Virtual Learning Resource Centre Marketing strategy and planningOverviewIntroductionStage one: Defining strategic marketing objectivesStage two: Determining strategic focusStage three: Defining customer targetsStage four: Competitor analysisStage five: Differential advantageStage six: Marketing mixStage seven: ImplementationStage eight: Monitoring market performanceIntroductionThe terms marketing strategy and strategic market planning are often used interchangeably, which sometimes leads to confusion. We will use the term marketing strategy to mean the overall strategy of an organisation in relation to a particular market. In this learning guide we will explore the process of analysis and decision making which organisations go through as they define and implement their approach to that market. Marketing plans will form part of this process, in particular when it comes to implementation.Key aspects of the process are that it is cyclical, ie subject to constant review and reiteration; that it is dynamic, subject to changes in the environment (including customers and competition); and that it should be shared within the organisation, rather than being the sole preserve of the marketing department, if it is to be wholeheartedly adopted and implemented by the whole organisation.Two interrelated trends in marketing approaches have changed the emphasis of marketing strategy in recent years. These are relationship marketing and customer economics. The increased use of sophisticated database information in marketing has helped further the adoption of these two approaches and indeed both require such information in order to be successfully implemented. If you are specifically interested in relationship marketing, there is a further learning guide specifically on this topic.This overview will introduce a framework for the steps to be followed in a comprehensive marketing strategy process, the information and analysis required at each stage and the decisions to be taken at each stage. There are of course other possible frameworks and approaches which would be equally acceptable, provided all the key steps are included. What is crucial is to see each stage, and the whole process, as dynamic and iterative.Fig.1 : Components of marketing strategySource: Doyle, P. et al. Japanese Marketing Strategies in the UK: A Comparative study, Journal of International Business Studies Vol. 17(1) Spring 1986. Reprinted with permission from Butterworth Heinemann.Back to the topStage one: Defining strategic marketing objectivesThese will to a large extent be determined by corporate strategy, and will answer such questions as: which markets should we compete in? what should be our targets, in terms of market share and profitability, in these markets?The answer to the first question will be determined by the inherent attractiveness of the market and our ability to compete in it. A market may be attractive for a number of reasons: because there are high profits to be made in it; because it is growing; because it fits in well with or fills a gap in our existing portfolio. It is useful at this stage to carry out some structured analysis using a framework such as Michael Porter's Five Forces of Competition (see Fig. 2. below) or SWOT analysis.Fig. 2. Porter's "Five Forces of Competition" analysis© Porter, M.E. (1980) "Competitive Strategy" New York, The Free Press. Reprinted with permissionIt is crucial, however, to ask not just whether the market is inherently attractive, but whether it matches our capability profile: in other words, do we have particular strengths which will give us an advantage in the market? A good marketing strategy may be determined as much by those markets we choose not to enter as by those we do.Targets will be expressed in terms of market share or profitability, or possibly both. For example, in an early stage of the stage in the market life cycle, an organisation mayconcentrate on building share at the expense of profitability, or at a later stage may be content for share to remain static whilst profits are high.Back to the top Stage two: Determining strategic focusHaving decided which markets to compete in, the question of how to compete can be addressed. Should the focus be on growing the overall size of the market, or on taking a bigger share of an existing market (penetration)? In order to do this, should we be concentrating on getting existing customers to use more of our product, or on finding new customers or even new segments? Or can we only increase share by taking customers from our competitors?The answers to these questions will depend largely on what stage has been reached in the life cycle of the market for this product. This in turn will determine whether the market is fairly homogeneous or divided into segments or sub-segments. The more mature the market, the more fragmented it tends to be.Fig. 3.© Arnold, David (1992) The Handbook of Brand Management, Century Business. Reprinted with permission from FT Management.The product market life cycleTotal sales in a particular product market will tend to follow the curve shown in Fig. 3 aboveover a period of time. That period of time may span a hundred years or more (as would be the case for, say, washing powder or banking services) or it may be much shorter, in the case of technological innovations such as the cassette recorder or fashion-related items such as particular types of clothes or music. Each stage in the so called product market life cycle has different characteristics in terms of customers, competition, and company priorities.1.The introductory phaseCustomers: Unfamiliar with or unaware of product category. Those who do buy likely to be more experimentalist by nature. Sales lowCompetition: Likely to be lowCompany priorities: Encourage trial. Work with customers on productdevelopment to improve aspects such as packaging or documentation, or toeliminate "teething troubles"2.The growth phaseCustomers: Growing in numbers. Segments begin to appear. May be less price sensitive as category benefits more widely knownCompetition: Growing as new entrants appear.Company priorities: Build share by concentrating on distribution, creating alliances where appropriate to do this3.Early maturityCustomers: Segmentation is now more distinct and customer loyalty established as repeat purchases take placeCompetition: Intense as players attempt to secure their shareCompany priorities: Differentiate to attract and retain customers in specific target segmentste maturityCustomers: Knowledgeable, may demand low prices and high service levelsCompetition: Intense due to lack of market growth and difficulty of further differentiation. May be price basedCompany priorities: Attempt to lengthen life cycle by innovation, re-inventing product category before decline stage5.DeclineCustomers: Late adopters, eg first time buyers of microwaves or VCRsCompetition: May come more from substitute products or services than direct competition, eg plastic instead of steel components; on line services instead oflibraries or hard copy journalsCompany priorities: Re-define market whilst milking profits in early part of decline stage.Back to the top Stage three: Defining customer targetsThe first step in defining customer targets will be to understand the structure of the market interms of what segments exist and what alternative ways of segmenting the market might be possible. It is important to remember in this context that segmentation is a characteristic of the market, not something which marketeers impose upon it. In seeking to gain a better understanding of different customers' perception of value, marketeers may see certain customers with similar characteristics and perceptions as belonging together as a distinct segment, but unless those similarities actually exist, the segmentation and the target will be meaningless. Customers within one segment should be similar to each other in ways which are important for how, when, what and why they buy, and different from customers in other segments. Organisation's which find new ways of segmenting a market may also find new ways of differentiating their offering in response to a particular segment's perception of value, and will therefore gain an advantage over their competitors.Once we have a clear view of market structure, we need to decide which segment or segments to target. Certain elements will tend to make a segment attractive:size.growth.profitability.fit with company strengths.relative weakness of competition.The issue of customer economics, or choosing the right customer portfolio, is vital. Organisation's can waste large amounts of resources pursuing customers who are not sufficiently profitable, or are unattractive in other ways. This is even more important given the recent emphasis on building customer relationships. This is usually an expensive and time consuming business, so organisation's need to be sure that they are building relationships with the right customers. It is not usually possible or desirable to build relationships with all customers.As part of this stage, it will be decided whether to target only one segment, or several segments at once. Clearly this decision will be influenced by such factors as:available resources.danger of brand contamination.opportunity for economies of scale in manufacturing, marketing or distribution.Back to the top Stage four: Competitor analysisIn practice, it is clear that the analysis of competitors and the selection of customer targets will go hand in hand, since the one will exert a strong influence on the other. The decisions to be taken at this stage will relate to competitive positioning and competitive strategy. Competitor analysis is a big topic and has an important role to play at the level of corporatestrategy as well as in the marketing strategy process. If you want to look more specifically and in greater depth at competitor analysis, there is a separate learning guide on this topic. In the context of developing a marketing strategy, there are particular areas of competitor analysis to be considered. The specific questions which competitor analysis must answer at this market specific level are:what does the customer buy when he does not buy my product?what is his perception of these alternatives and how does it compare with his perception of my product?what do I know or what can I infer about my competitors' strategies in relation to their products?In answering the first question, it may help to consider at what level does the competition pose a threat in this market? There are a number of different possible levels of competition:budget level. The customer is choosing between spending his/her budget in two completely different ways, to meet completely different needs. To use an examplefrom the regional newspaper industry: does the customer buy the local paper or abar of chocolate?generic competition. The competitive product delivers the same benefit but in a different way: instead of buying the local paper, the customer listens to local radio.product category competition. Here the customer may choose between different product categories within the same industry: the customer buys a national dailynewspaper instead of the local one, or reads the free local paper delivered throughhis door, instead going out and buying one.brand competition. This is the most direct form of competition: does the customer buy one local title or the other?Organisation's will often be aware of direct brand competition, but less knowledgeable about the encroaching threat of competition at a lower level. The level at which the competitive threat is the strongest will obviously have serious implications for the organisation's strategic priorities.The second question relates more to the positioning of competitive products in the mind of the customer. The use of perceptual maps may help. Perceptual maps use the results of market research to map consumers' perceptions of competing brands in relation to attributes they consider important in determining value.They are a useful tool in determining strategies, because marketeers can see the major threats to their brand as well as the different directions in which they could move. Perceptual maps are discussed in more detail in David Arnold's book, The Handbook of Brand Management (1992) Century Business, pp.84 ff.The third question requires some thinking around the role of the particular competitive product in the competitor's portfolio as a whole. Portfolio management tools such as the Boston Consulting Group Matrix or the Directional Policy Matrix will probably be useful here. They are described briefly below.Fig. 4. The product portfolio matrixSource: Perspectives, No. 66, “The product portfolio.” Reprinted by permission from The Boston Consulting Group Inc. Boston MC. © copyright 1970The BCG product portfolio matrix classifies products according to two measures, market growth and relative market share. According to their position on the matrix, products are known as problem children (or question marks), stars, cash cows or dogs.Organisation's will tend to have a number of problem children at once, products at an early stage of the life cycle, having low market share in a fast growing market. They require a great deal of investment and support, but only some of them will survive to become mature products which can contribute to the organisation's overall revenues.Once products have succeeded in growing their market share, and whilst the market itself is still in its growth phase, they are known as stars. These products still require substantial investment to sustain their high market share position, but they are at the same time generating positive cash flows themselves.As the market moves into maturity and growth slows down, products with high market share are classified as cash cows, able to generate cash whilst requiring less support than before. These cash flows can therefore be used to support other products in the other categories. Finally, products with low market share in a low growth market are known as dogs. They may still generate some cash, but as the market moves into decline, it will not be worth it for organisation's to invest money or effort in them. Instead they are advised to cut back investment as much as possible (harvesting) or, if possible, to move out of the market (divestment).Clearly, the BCG matrix can be used by an organisation to analyse its own or its competitors' products. Both will be useful for the purpose of competitive positioning.The Directional Policy Matrix is also a two dimensional model but incorporates a number of different elements into each dimension. It is therefore more complex and also more subjective than the BCG model. (see Fig.5) It can be used to plot brands, products, geographical areas or market segments and helps managers to think through their strategy for each element in the company's portfolio (or to make assumptions about their competitors' likely strategy). The size of each circle drawn on the matrix may represent size of turnover or, if known, profit margin. Fig. 5. The directional policy matrix© Adapted from Abell, Derek F. & Hammond, John S. (1979) Strategic Market Planning:Problems and Analytical Approaches, p213. Reprinted with permission of Prentice Hall Inc.The two axes of this matrix are market attractiveness and relative strength versus the competition. Clearly, an organisation will aim to have as many products as possible in the top left hand corner, ie in a strong competitive position in an attractive market. It will almost certainly have other products in the middle of the matrix (in an attractive market but in a relatively weak competitive position) and even in the right hand corner (a weak product in an unattractive market).Looking at the portfolio in this way will help with deciding priorities and allocating resources. For example, how much will it cost to keep a product in the top right position? What other products may threaten it? If a product is in the top middle square, what resources or tactical moves would it take to shift it over to the right? And for the product in the bottom left - should it be harvested? or is it possible to shift it?Back to the topStage five: Differential advantageDifferential advantage, or competitive advantage, describes the ways in which one organisation's offering is different from and better than another's. This gives the company an advantage over its competition. Differential advantage may come from a variety of sources: superior position, superior skills or superior resources.Superior positioneg lower costs (perhaps due to location); incumbent position (eg distribution network); relationshipsSuperior skillseg specialised knowledge, technical expertise, organisational skills such as flexibilitySuperior resourceseg financial resources, geographical coverage, exclusive ingredients, experienced peopleWhatever the source of differential advantage, it must offer real value to the customer in that it meets his/her needs in a distinctive way, and is in some way better than the competition. It is the meeting point of the three C's of customer, competition and company resources. Differential advantage is at the heart of a marketing strategy and should be based on all of the preceding analysis. It can then be translated into a practical marketing plan covering the four P's of the marketing mix.Back to the top Stage six: Marketing mixThe "marketing mix" refers to the various elements of a company's offering in the market place: the product or service itself, including its packaging; the price, including any discounts or payment terms; the place, or distribution method; and the promotional mix by which the offering is communicated to the market place.Fig. 6.In addition to the traditional "four Ps" (Borden, The Concept of the Marketing Mix, Journal of Advertising Research, Vol. 4, June 1964), subsequent writers have talked about the need to include physical evidence, process and people, particularly where service products are concerned. For example, if buying an intangible financial services product such as a mortgage, the building society's offices, the ease and speed with which an application can be made, and the way in which the society's staff deal with their customers will all influence the customer's perception of the offering.The marketing plan can be produced at this stage, and will include a definition of the target market segment(s), the source of differential advantage, and a list of actions under each of the marketing mix headings, with timings, budget and responsibilities allocated.The marketing mix approach simply says that all the messages the customer receives must be consistent with each other and help to communicate the differential advantage (sometimes called the value proposition). Some have argued that the concept is outdated, relying too much on the marketing department to implement it, and needs to be replaced by a more company wide approach. It is certainly true that consistency and an integrated approach are vital in implementing marketing strategy.Back to the topStage seven: ImplementationThe implementation of marketing strategy demands good communication between the marketing function and the other parts of the organisation. The McKinsey "Seven S" model (Peters, T. & Waterman, R. (1982) "In Search of Excellence" New York, HarperCollins) may be used as a checklist to ensure that all the elements involved in implementing the strategy are consistent with each other and with the strategy itself. The "seven S's" are:Strategy itself - supported bySkills- what distinctive core tasks (functional or organisational) is the company good at performing?Shared values - what is the culture of the company? What behaviour or achievements are rewarded?Style- what is the management style? How do things get done round here?Staff - what are the people like? What is their educational or business background? What is likely to motivate them? How is their morale?Systems- what formal systems are in place that may help (or hinder) implementation? (these could be reward systems, monitoring systems, customer service systems?) What about the informal systems?Structure- what structures are in place that may help (or hinder) implementation? Is there a flat management structure? Are there (for example) project management teams, or is the organisation structured along purely functional lines?Back to the top Stage eight: Monitoring market performanceIdeally a marketing plan should also include performance targets in terms of sales and contribution, customer satisfaction, or any other measures deemed appropriate. There is a trend towards the use of non-financial measures in monitoring company performance. (Kaplan, R. S. & Norton, D.P. (1996) The Balanced Scorecard, Harvard Business School Press). The information needed for such measurements is often difficult to obtain, but as feedback mechanisms showing whether or not a strategy is being successfully implemented, they may be more useful than traditional quantitative measures. the learning guide on performance management has more information about the balanced scorecard approach.Back to the topLast modified: 02/10/2006。

前台练习题一、基础知识类1. 请简述前台的职责范围。

2. 前台接待礼仪中，如何正确使用电话沟通？3. 解释什么是5S管理，并说明其在前台工作中的应用。

4. 请列举三种前台工作中常用的办公软件。

5. 前台在处理客户投诉时应遵循哪些原则？6. 请描述前台接待客人时的基本流程。

7. 如何正确记录和传达客户的留言？8. 前台在处理突发事件时应如何应对？9. 请简述前台在处理快递和邮件时应注意的事项。

10. 请列举五种提高前台工作效率的方法。

二、沟通技巧类1. 如何运用非语言沟通技巧提高前台服务质量？2. 请举例说明如何运用同理心技巧与客户建立良好关系。

3. 在前台接待中，如何运用提问技巧引导客户？4. 请描述如何运用倾听技巧提高前台服务质量。

5. 如何运用正面语言技巧化解客户不满？6. 请列举三种提高前台沟通效果的身体语言。

7. 在前台接待中，如何运用幽默技巧缓解紧张气氛？8. 如何运用沉默技巧在适当的时候给客户留下思考空间？9. 请描述如何运用反馈技巧确保客户需求得到满足。

10. 如何运用确认技巧确保双方沟通无障碍？三、客户服务类1. 请简述前台在客户服务中的重要作用。

2. 如何根据客户需求提供个性化服务？3. 请列举三种提高客户满意度的方法。

4. 如何正确处理客户投诉？5. 请描述前台在处理客户意见反馈时应注意的事项。

6. 如何运用客户关系管理（CRM）系统提高前台服务质量？7. 请简述前台在客户服务中的危机应对策略。

8. 如何通过前台服务提升企业品牌形象？9. 请列举三种前台在客户服务中常用的沟通技巧。

10. 如何在客户服务中运用团队合作精神？四、突发事件处理类1. 请描述前台在遇到突发火灾时应如何应对。

2. 如何处理客户突然晕倒的情况？3. 请列举三种前台在处理突发事件时应遵循的原则。

4. 如何在突发事件中保持冷静和专业的态度？5. 请描述前台在遇到停电时应如何应对。

6. 如何处理客户在前台发生争吵的情况？7. 请简述前台在遇到恐怖袭击时应如何应对。

McDonald’s Marketing Strategies in China姓名：班级：学号：AbstractIn recent years, Chinese fast food companies are developing rapidly, but the market share and profit level are far below that of the western fast food corporations like McDonalds and KFC. From the aspect of average sales turnover of one single store, McDonalds is 160 times of that of Chinese fast food companies. Currently, the turnover of western fast food corporations occupies more than 1/3 of the whole Chinese fast food industry. The causes are various, yet we could not neglect the problems in service marketing such as service quality, service process, service price and physical evidence, also the daily schedule in Northern China and Southern China is different, thus the service patterns differ. In order to make the proposal more specific, I choose McDonald’s stores within a region as the objects, to analyzed its marketing strategies in China. This essay analyzes the successful McDonald’s marketing strategies in China from “4P” (product, price, place, promotion)Key words: McDonald; marketing strategies; Chinese fast food1. IntroductionMcDonald’s is a chain of fast food restaurant that specializes in fried chicken. It was in 1940 that McDonald’s first started their op erations. The pioneer of many things, the Speed Service System introduced in their very first restaurant is being followed in modern day fast food chains to this very day. Their very first mascot was a man with a head of a hamburger wearing a chef’s hat, which was replaced by McDonald’s ever popular clown man. It is estimated that McDonald’s currently serves 58 million customers each day in 119 countries. Their restaurants differ in their settings and facilities as some offer drive thru services, and some have play areas for kids while some offer counter service a lone. McDonald’s signature colors are red and yellow while their most popular products are their famous hamburgers, breakfast offers, desserts, chicken sandwiches and French fries. McDonald’s also f eature products for vegetarian customers, as well. When it comes to regional branches, McDonald’s are known to offer certain products customized to suit the food cultures of the respective regions.McDonald’s pay attention to the development of diversified and create differentiated product.2. The product strategies in China2.1 The product localizationThe first sign of success to an enterprise is that it can provide products to meet consumer demand. McDonald’s was so successful not by accident but have a lot by the constantly product innovation according to the taste of the Chinese people. McDonald’s has continually adapted to the customer’s tastes, value systems, lifestyle, l anguage and perception. McDonald’s was known for its hambu rgers, beef and pork burgers. But most Chinese like toeat rice and something variety. To follow the local taste, M cDonald’s came up with Pork Chop Curry Rice and Preserved Egg Chicken Porridge to suite the Chinese palate. This way fitting customers ’requirement and has been widely recognized by Chinese consumers. Therefore, the unification of food in McDonald’s has very strict standards, covering two aspects of qualitative and quantitative provisions.2.2 The product standardizationCore product stands at the center of the total product. It consists of the core, problem-solving benefits that consumers seek when they buy a product or service. As the world’s larg est fast food chain enterprises--- McDonald’s, in the whole process of its development, to provide customers with food, although there are regional differences for the customer, but the same is the sales all over the world of hamburgers, French fries, ice cream and soft drinks. Even if there is any change in the main product, it is only a small change. Others like Fillet-o-fish，Big Mac hamburgers are as the actual product. McDonald’s mix product to maximize sale opportunities with the limitations of its resources. Although there are big differences in eating habits and cultures in different countries, McDonald's is still committed to reducing the differences, providing a very similar product for global consumers. This management concept originated in the internationalization of chain management, the unified management mode included: unified trademark and name, unified interior design, standardization of the food supply and sales, unified national price.3. The price strategies in ChinaSuccessful pricing is a key element in marketing, ranked only next to product strategies in importance among the concerns of marketers. The specific pricing strategies that firms useto price goods and services grow out of the marketing strategies they formulate to accomplish overall organizational objectives. To establish a suitable price range, the target market of the enterprise and the target market positioning have very big concern.3.1 Identify target customersMcDonald’s caught Chinese homesick psychological needs, divide its target market segmentation for families as the unit group, and focus on the teenagers who have strong ability to accept foreign culture and new things. In addition, they have targeted design for all food, service and environment. Therefore, other family members, under the influence of young people, in order to stimulate demand, will slowly love the relaxed, pleasant dining environment in McDonald’s. Children is also an important service for McDonald’s. Every store has a baby chair and a small cart, and a variety of hanging picture, cartoon park, are all deeply favored by children.3.2 Determine the price rangeMcDo nald’s price range within the scope of the ordinary families can afford, but overall price is higher than the general price, because it adopts competitive pricing strategies. These strategies are designed to deemphasize price as a competitive variable by pricing a product or service at the general level of comparable offerings. McDonald’s mainly take the following two ways to stimulate consumer demand: the first is the psychological pricing. On the one hand, by the way of improving the dining environment to provide customers a satisfying first-rate service. That create an additional value to customers. On the other hand, the price is accurate to angle and unified throughout the country, so that’s all as to give customers a feeling of benefits. The second is through the compound fixing prices. McDonald’s mainmeals and combination of a variety of food such as toys, cola and the appropriate package price and timeless payment coupons way. A big Mac as the example, has become one of the world’s economists do comment on all income of the pointer, McDonald’s use of price survey method as the selling price of the product standard. Not only all these speed up the ordering rate, increase sales, but also offers and attract consumers, creating a win-win situation of enterprises and consumers.4. The place strategies in ChinaThe place mainly consists of the distribution channels. The distribution channel is an organized system of marketing institution and their interrelationship that enhances the physical flow of ownership of goods and service from producer to consumer or business user. It is important so that the product is available to the customer at the right place, at the right time and in the right quantity. McDonald’s from the product source, supply, sales and other links, in the premise of ensuring product safety, make better service to consumers.4.1 Strengthen the supplier managementFirst of all, in China, McDonald’s suppliers implement localization strategy, not only to ensure the quality of fresh ingredients, effectively saves transportation costs and procurement costs, but also reduce the outsourcing because of the weather, transport, customs, government policy can not predict the risk factors about. At present, McDonald’s all chicken ingredients and 85% of food packaging materials are to the Chinese local manufacturers to purchase, its overseas manufacturers to purchase only a small amount of fixed assets equipment. Secondly, star evaluation of suppliers, in order to standardize the supervision and management of suppliers, so there is a pop ular saying among suppliers: "Pass McDonald’s rating systemmanufacturers, can smoothly and easily obtain national IS09002 quality certification accreditation."4.2 Scientific and accurate locationMcDonald’s has the standardization of distribution. For businesses such as McDonald's reliance on giant adult traffic in order to increase sales, the store location will undoubtedly have an important impact on the realization of its marketing objectives. Therefore, each openi ng McDonald’s have to undergo a rigorous selection process. As usual, the first step of McDonald’s location is in planning a general busines s scope, in this part, McDonald’s to collect a lot of information, decision must base on its own market positioning and business stability and maturity of the comprehensive consideration of the enterprise is entering the region. The second is to estimate and selection traffic generation. In the established business scope, further accurate specific shop address. McDonald’s stipulate that a chain store must be built in a busy commercial area, such as a large shopping mall, supermarket, school, or government office.5. The promotion strategies in China5.1Strong advertisingThe various promotion channels being used by McDonald’s to effectively communicate the product information are given above. A clear understanding of the customer value helps decided whether the cost of promotion is worth spending. There are three main objectives of advertising for McDonald’s are to make people aware of an item, feel positive about it and remember it. The right message has to be communicated to the right audience through the right media. McDonald’s does its promotion through television, hoardings and bus shelters.They use print ads and the television programmers are also an important marketing medium for promotion. The creative way of advertising is often the use of the existing brand visual elements--corporate logo M shape. The advertising is full of human touch, and the protagonist of the ads are ordinary Chinese people. Besides, in the part of graphic advertising design, McDonald’s focus on delicious food, through the display of the appearance of delicious food to the customers attractive to catch their eye, stimulate their desire to buy.Posters and television advertisements are often used to promote the new product promotion form, its advantages lie in: first, the product is directly displayed in front of consumers, succinctly communicate to the consumer the information enterprises want to express, so that people firmly remember the brand. Second, it touches consumers taste nerve through visual stimulation, brings back the appetite of the customer, thus causes the customer’s desire, so as to achieve the purpose of sales promotion.5.2Good public relationsGood public relations are intangible assets. McDonald's to build healthy food for the idea, carried out a series of marketing public relations activities. First of all, as the leader of Chinese fast food enterprises, McDonald's have full of enthusiasm to China’s public welfare undertakings. It helps children who in remote mountainous areas through various forms, such as donations to the "Hope Project", gifts the book album, held a variety of public cultural activities. Through these series of activities, McDonald’s show Chinese consumers a responsible, caring and good enterprise image, enhance the customer's recognition of the product, and forming a virtuous circle. In addition, every McDonald’s will held birthday party to children. The party not only has a special person in charge of site and facilities, but alsoprepare birthday gifts and arrange the game interesting for the child. The original purpose of "birthday party" held by McDonald’s is not profit, but from the point of view of customers to think, in hope for reducing the pressure of the busy parents. At the same time, can also create a warm entertainment environment for children, and let children spend their wonderful childhood. It is McDonald’s people-oriented attitude, narrowing the distance with consumers, improve customer loyalty to their brand.ReferencesWebsite Sources100 Best Global Brands 2009. Retrieved 2010-01-23.Marketing Mix (bite size 4P's) British Broadcasting Corporation (BBC) Schools. Retrieved 2010-01-23.“McDonald's history. Retrieved 2010-01-23.Related to the internationalization of business like McDonald’sBookInternational Marketing; Sun Nin, Zhang Aiming; Published in 2001.6。

营销策略 Marketing StrategyPART ONEQuestions 1—8· Look at the statements below and the five extracts about advertising and promotion from an article.· Which extract (A, B, C, D orE. does each statement (1—8) refer to?· For each statement (1—8), make one letter (A, B, C, D orE. on your Answer Sheet.· You will need to use some of these letters more than once.A. SMS marketing is marketing using a mobile phone. SMS stands for short message server, otherwise known as text messaging. In short SMS marketing is done using a mobile device to transfer marketing communication to interested consumers. It's an area that is gaining a great deal of interest by businesses both small and large.B. In a perfect world, every brand would contain a variety of meanings, the better to speak to a variety of consumers. The trouble with stuffing the brand this way is that the meaning that works for one consumer can bewilder or antagonize the next. Building a brand with many meanings can sometimes fail spectacularly. Everyone creating popular culture is trying to solve this question.C. Marketing managers work with advertising and promotion managers to promote the firm's or organization's products and services. With the help of lower level managers, including product development managers and market research managers, marketing managers estimate the demand for products and services offered by the firm and its competitors and identify potential markets for the firm's products.D. Marketers should also be aware of the competition that they will face when pursuing a position at a media company. Typically, marketers must have a plethora of solid experience and a vast understanding of the media industry and the specific changes impacting the industry they are looking to work in.E. Convergence has significantly blurred the lines between print, internet, television and radio. Messaging that used to be tailored for one outlet will now have to be adjusted for a wider audience. Further, the accessibility of the internet has created a very diverse and global customer base.1、 Marketers should already be familiar with how to communicate their messages across a variety of mediums.2、 Marketing managers also develop pricing strategies to help firms maximize profits and market share while ensuring that the firms' customers are satisfied.3、 In collaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and they oversee product development.4、 In the United States alone 9 out of 10 people carry a mobile device according to research done by MobiThinking.5、 So marketers should build their awareness of different cultures and respective sensitivities.6、 Specifically we have something to learn from Hollywood, which I believe may serve us as a kind of laboratory.7、 At present, SMS marketing is considered to be one of the more direct and personal forms of marketing.8、 So marketers have something to learn from non marketers.PART TWOQuestions 9—14· Read the text about the Yao's career development in the U. S.· Choose the best sentence to fill each of the gaps.· For each gap (9—14), mark one letter (A-H) on your Answer Sheet.· Do not use any letter more than once.A. Let's start off by reviewing the formal definitions of eachB. All of these elements must not only work independently but they also must work together towards the bigger goal.C. Advertising only equals one piece of the pie in the strategyD. While both components are important they are very differentE. Advertising is the largest expense of most marketing plansF. Advertising can be defined as a way to publicize the information consumers needG. After reading both of the definitions it is easy to understand how the difference can be confusing to the pointH. We can come a conclusion that all the elements are important for advertisers to noteMarketing vs. Advertising: What's the Difference?You will often find that many people confuse marketing with advertising or vice versa. 9 Knowing the difference and doing your market research can put your company on the path to substantial growth.10and then I'll go into the explanation of how marketing and advertising differ from one another:Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.11 that people think of them as one-in-the same, so lets break it downa bit.Advertising is a single component of the marketing process. It's the part that involves get ting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategie s such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. 12 with public relations following in a close second and market research not falling far behind..The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. 1314Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.PART THREEQuestions 15—20· Read the following article on the reasons why customers don't buy from you.· For each question (15—20) mark one letter (A, B, C orD. on your Answer Sheetfor the answer you choose.Are you spending time marketing your product, but still not selling as much as you would like? The truth is consumers have needs and steps that they go through and that persuades them to buy. If your marketing is not meetingthose requirements it is probably the reasons your product is not selling. As consumers we are not just persuaded by the "price" of a product, we are moved by the benefits of the product and what it can do for us; that's our reason for purchasing. If you are finding that you are having difficulty in selling your product you may want to consider the following reasons why consumers don't buy and evaluate how you can do better at marketing your products in a way that converts consumers into your customers. They are not aware of your product.Consumers cannot purchase products they are not aware of. If you are marketing, but consumers still don't know about your product it may be time to evaluate why it's not working. Are you targeting the right market with your message? Is your message reaching those that would have an interest in your product? It's important to remember that the solution is not always more marketing, because the problem may lie with where you are marketing at, and what marketing vehicles you are using. They don't understand the benefits of your product. Consumers don't buy products solely based on price. Now, this does not mean that they don't factor in price, they do. Consumers buy based on the benefits your product brings them. If you asked your customers what the benefits of your product are, would they know? This is important. Your marketing must be centered on the benefits for your product in order for consumers to take an interest in purchasing your product. Create a list of the top three benefits of your product and use those in your marketing message. They don't feel your product has perceived value. Consumers will not buy products that they perceive as having no value. Why should customers value your product? You can use the benefits of your product to create a perceived value and it is that perceived value that helps in the sales of your product. If a customer cannot see value they will simply pass your product by. You must create that perceived value in your marketing message. They don't see how your product meets their needs. We've talked about benefits and perceived value, now let's talk about needs. Do consumers know how your product meets their needs? Does it make their life easier, save them time, and make them feel better? What need does you r product satisfy? You have to tell consumers that, don't make them guess or come up with the answer on their own, tell them and help educate them on why they need your product.15、 Which is not one of the main reasons that the consumers do not buy your products?A. The consumers don't find the way to know your product.B. The practicability of the product is not obvious.C. The product of other marketer has a more favorable price.D. Consumers don't buy anything which they think is of no value.16、 What do we learn about from the first paragraph?A. The consumers don't want to buy from you because you applied inappropriate ways in marketing the product.B. It is the benefits of the product that attract the customers to pay for it.C. A marketer should learn to summarize the reasons from the failure marketing.D. Meeting the customers' requirements appears to be of most importance in marketing techniques.17、 What does the author mean by saying "create a perceived value in your marketing message" ?A. It means that you should create a seductive message about the product to attract the consumers' attention.B. It refers to the benefits and requirements that consumers want from the product.C. It advises the marketers to use the benefits of your product to advertise.D. It is the only way that the customers can see how your product meets their needs.18、 Which is the essential concern that a customer buy a product?A. The customer really need it.B. It has a perceived value.C. It has a favorable price.D. The benefit of it sounds good.19、 A success product marketing is determined by ______.A. where the consumers get them.B. the way the consumers get them.C. the sales volume in the different sales locations.D. the awareness of your product.20、 To convert consumers into your customers, you shouldA. improve your marketing tools and strategies.B. learn about the needs and requirements of the consumers.C. pay more attention to the product itself, not the marketing.D. take more into consideration rather than simply marketing.PART FOURQuestions 21—30· Read the article below about the five W's of marketing.· Choose the correct word to fill each gap from A, B, C or D.· For each question (21—30), mark one letter (A, B, C orD. on your Answer Sheet. The Five W's of MarketingYou've heard of the Five W's: who, what, when, where, and why. They're the elements of information needed to get the full story, whether it's a journalist 21a scandal, a detective investigating a crime, or a customer service representative trying to resolve a 22There's even an old PR formula that uses the Five W's as a template for how to write a news release.Most of the time it doesn't matter in what order the 23 is gathered, as long as all five W's are ultimately 24The customer service rep's story may begin with who was offended, while the journalist may follow a lead based on what happened. The detective may start with where a crime was committed while details of who and what (not to mention when and why) are still 25 The Five W's are helpful in marketing planning as well. But unlike in other 26 the development of an effective marketing program requires that they be answered in a specific order: why, who, what, where, and when. The reasons may not be obvious, but by following this pathway you can avoid a great deal of confusion, trial and error, and blind 27 preserving your company's precious time and 28 Many marketers instinctively begin with questions about what and where, as in "what" their advertising should say or "where" it should appear. That's what gets them into 29 To 30 their marketing efforts, think why, who, what, where, and when. The order makes all the difference.21、 A. reporting B. uncovering C. exposing D. unmasking22、 A. problem B. dispute C. complaint D. issue23、 A. information B. statistics C. intelligence D. data24、 A. introduced B. proposed C. addressed D. raised25、 A. sketchy B. rough C. curt D. unshaped26、 A. fields B. occupations C. industries D. professions27、 A. alleys B. paths C. valleys D. tunnels28、 A. money B. efforts C. resources D. vigor29、 A. dilemma B. trouble C. puzzle D. uncertainty30、 A. improve B. perfect C. advance D. optimize PART FIVEQuestions 31—40· Read the article below about being different in your marketing.· For each question 31—40, write one word in CAPITAL LETTERS on your Answer Sheet.Dare to Be Different In Your MarketingDo you want to attract the attention of 31potential clients and customer? Then it's time to dare to be different. Over the last five years our marketing departments have become complacent. 32 than come up 33 new concepts, ideas, and marketing plans, we only revisit someone else's idea, 34a few things and call it our own. Do you want to create buzz 35 your products and services? Would you like people to take a look at 36 it is that you have to offer over your competitor? If you answered yes to 37 of these questions then this year I dare you to be different. Develop new ideas, actually spend time brainstorming to firm up your own company's marketing message. Stop looking at what everyone else is doing. Quit comparing your creative ideas with others. It's 38we learn that adopting the tactics and strategies of another company is just simply not 39 It's still important to do your re search regarding your competitors. However, it's more important to listen to the needs of prospects and current clients. When did it become ok to quit paying attention to our markets? We want a quick fix, a fast campaign, an instaneous idea. Daring to be 40doesn't have to be difficult, often enough it's as simple as getting back to the basics. PART SIXQuestions 41—52· Read the text below from a report about brand management.· In most lines (41—52), there is one extra word. It either is grammatically incorrect or does not fit in with the sense of the text. Some lines, however, are correct.· If a line is correct, write CORRECT on your Answer Sheet.· If there is an extra word in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet.41、 Believe it or not, your company is already being facing just that type of situation. Oh, you may not42、 have realized it, and if that's the case you probably haven't been responding as you should do.43、 The challenge you're facing, like the one above all, is complicated. It, too, has long term44、 implications. It's also expensive, and it's public—very public. Worse, if you're mishandling things, you're already damaging the health of your company. What is it? It's your branding program.45、 Don't roll up your eyes. Think about it. Companies often mismanage their brands by neglect,46、 and doing so harms their top lines, their bottom lines, and their prospects for long-term47、 success. Just because someone else hasn't dropped a bombshell on you i na breathless phone48、 call doesn't make it any less true. Like the subtle movement of the hands of a clock going, brand neglect happens slowly, almost imperceptibly, which makes it even more sinister.49、 What makes it so nonsensical is that your brand is the ultimate asset—or they should be. Your50、 brand, unlike a building, inventory, or furniture, fixtures, and equipment, needs never depreciate.51、 Quite on the contrary—brands can increase in value indefinitely as long as they're well-managed.52、 Consulting firm Interbrand estimates the market value of Coca-Cola ( KO)—not means the secret formula, not the factories, not the trucks, but the brand alone—to be more than $ 70 billion. The McDonald's (MCD. brand is worth more than $ 33 billion. Disney (DIS), $ 28 billion.答案:PART ONE1、D2、C3、C4、A5、E6、B7、A8、B PART TWO9、 10、11、 12、 13、14、PART THREE15、C 16、C 17、D 18、A 19、D 20、DPART FOUR21、B 22、C 23、A 24、C 25、A 26、D 27、A 28、C 29、B 30、DPART FIVE31、MORE 32、RATHER 33、WITH 34、CHANGE 35、ABOUT 36、WHAT 37、EITHER 38、TIME 39、ENOUGH 40、DIFFERENT PART SIX41、BEING 42、DO 43、ALL 44、CORRECT 45、UP 46、CORRECT 47、ELSE 48、GOING 49、THEY 50、CORRECT 51、ON 52、MEANS。

东博文化传媒高职单招英语考试冲刺模拟卷全文共3篇示例，供读者参考篇1Dongbo Culture and Media Vocational SchoolDirect Admission English Exam Mock PaperTime Allowed: 2 HoursGeneral Instructions:• This exam consists of four sections: Listening Comprehension, Language Use, Reading Comprehension, and Writing.• Write all answers on the answer sheet provided.• No dictionary or reference materials are permitted.• Calculators are perm itted for the Language Use section only.Listening Comprehension (20 minutes, 20 marks)In this section, you will hear two recorded passages and answer comprehension questions based on each. You will hear each passage twice. Answer all questions on the answer sheet.Passage 1: A radio advertisement for a new tech productWhat type of product is being advertised?List three key features mentioned.Who is the target consumer for this product?Passage 2: A university lecture about marketing strategies4. What are the two core principles of the strategy mentioned?5. Give one example used to illustrate each principle.6. What potential challenge is raised towards the end?Language Use (40 minutes, 40 marks)Part A: Vocabulary (20 marks)For questions 7-16, choose the best definition for the given word from the four options.AmbiguousCoherentEpitomePragmatic...Part B: Grammar (20 marks)For questions 17-26, read each sentence and identify the grammar error. Write the correction on the line provided.Between you and I, this assignment is too difficult.He would of gone to the party had he been invited.The school needs fewer parking lots and more bike racks.Neither the teacher or the students knew the answer....Reading Comprehension (50 minutes, 20 marks)Read the following passages and answer the accompanying questions on your answer sheet.Passage 1: The Rise of Artificial Intelligence (10 marks)The field of artificial intelligence (AI)...21. According to the passage, name two current applications of AI technology.22. What is one potential risk highlighted about advanced AI systems?23. How does the author suggest this risk could be mitigated?Passage 2: The Impacts of Social Media (10 marks)The emergence of social media platforms like Facebook, Twitter...24. Identify one positive impact and one negative impact discussed.25. What suggestion does the author give for responsible social media use?Writing (40 minutes, 20 marks)In a well-structured essay of 300-400 words, answer the following prompt:Some people believe that in the modern world, knowledge and skills related to media, technology and communication are more essential for success than traditional academic subjects like literature, history and science.To what extent do you agree or disagree with this perspective? Provide relevant reasons and examples to support your position.You will be evaluated on:• The clarity and relevance of your argumentation• Use of accurate vocabulary, grammar, and sentence structure• Log ical organization of ideas• Examples used to illustrate key points篇2Dongbo Culture and Media Vocational College English Entrance Exam Mock PaperEnglish has always been one of my biggest academic struggles. The complex grammar rules, massive vocabulary, and difficulty in pronunciation made it a daunting subject. However, with the Dongbo Culture and Media Vocational College entrance exam looming, I knew I had to buckle down and give it my all. This mock paper was my chance to gauge where I stood and identify areas that needed improvement before the real thing.Section I: Reading Comprehension (40 marks)The reading section contained three passages ranging from contemporary issues to literature excerpts. As I skimmed through the questions, my heart sank a little. The vocabulary wasadvanced, and the concepts were nuanced. Nonetheless, I took a deep breath and dove in, determined to do my best.Passage 1 discussed the impact of social media on mental health, particularly among teenagers. While the topic was relevant, the linguistic complexity made it challenging to grasp the finer points. I found myself rereading certain paragraphs multiple times to fully comprehend the arguments presented.Passage 2 was an excerpt from a classic novel, replete with figurative language and profound themes. Analyzing literature has never been my strong suit, but I tried to focus on the key elements, such as symbolism and character development, to answer the questions effectively.Passage 3 delved into the world of environmental sustainability, a subject I found genuinely interesting. However, the technical jargon and statistical data made it a formidable read. I made sure to pay close attention to the details and take notes as I progressed through the passage.Section II: Use of English (30 marks)This section tested our command of grammar, vocabulary, and idiomatic expressions. As I tackled the multiple-choice questions, I couldn't help but feel a twinge of self-doubt. Englishgrammar has always been my Achilles' heel, and some of the questions were downright perplexing.The error identification exercise was particularlynerve-wracking. I found myself second-guessing my choices, wondering if I had a firm grasp of the rules or if I was merely guessing. The vocabulary questions, while challenging, were a refreshing change of pace, allowing me to flex my knowledge of synonyms and word formations.Section III: Writing (30 marks)The writing section presented two tasks: a short email and an argumentative essay. The email prompt required us to respond to a scenario involving a miscommunication with a classmate. I tried to strike a balance between politeness and assertiveness, carefully structuring my response to convey the intended message.The essay, on the other hand, was a true test of our critical thinking and writing abilities. The topic centered around the role of technology in education, a subject that had both proponents and detractors. I spent a considerable amount of time outlining my thoughts and organizing my arguments before diving into the actual writing process.As I wrapped up the exam, a sense of accomplishment washed over me. Despite the challenges, I had given it my all, and that was something to be proud of. The mock paper had highlighted areas where I needed to dedicate more effort, such as vocabulary expansion and grammar reinforcement.In the weeks leading up to the actual entrance exam, I plan to diligently review the concepts I struggled with and seek guidance from my teachers and peers. The road ahead may be arduous, but with perseverance and dedication, I'm confident that I can overcome the hurdles and perform well on the big day.This mock paper has been an invaluable learning experience, serving as a wake-up call and motivating me to push myself even harder. Dongbo Culture and Media Vocational College, here I come!篇3Dongbo Culture and Media Vocational College English Exam Practice TestSection 1 - Reading ComprehensionPassage 1 (Questions 1-5)As technology rapidly advances, it is increasingly intertwined with our daily lives in both positive and negative ways. On one hand, we have incredible tools and resources at our fingertips that make accessing information, connecting with others, and achieving tasks more efficient than ever before. However, an overreliance on technology can also be detrimental, contributing to issues like social isolation, distractibility, and physical inactivity.Striking the right balance is key. While it's important to stay up-to-date on emerging innovations, we must be mindful of how much time we spend glued to our screens. Setting reasonable limits, making time to unplug, and nurturing real-world relationships and experiences should be prioritized alongside the benefits technology provides.The main idea of this passage is that:a) Technology has had only negative impacts on societyb) Finding a balance between using technology and limiting its use is idealc) We should completely abandon the use of technologyd) Technology has made the world a much better place overallAccording to the passage, some potential downsides of technology overuse include:a) Loneliness and lack of physical activityb) Being too productive and efficientc) Not being able to access enough informationd) Technology slowing down and becoming obsoleteThe author's attitude toward technology can best be described as:a) Completely opposed to its use in societyb) Overwhelmingly positive about its benefitsc) Recognizing both its advantages and potential pitfallsd) Being ambivalent and unsure about its impactsThe phrase "glued to our screens" is an example of:a) A metaphorb) An idiomc) Personificationd) HyperboleBased on the passage, which of these is NOT suggested as a way to balance technology use?a) Setting time limits on screen usageb) Making efforts to socialize face-to-facec) Getting exercise and being physically actived) Constantly checking social media on your phonePassage 2 (Questions 6-10)...Section 2 - Language UsageChoose the correct verb tense to fill in the blank:I ______ the library earlier, but I left my book at home.a) will gob) have gonec) wentd) goesIdentify the correctly punctuated sentence:a) The dog ran, quickly across the park.b) The dog, ran quickly across the park.c) The dog ran quickly, across the park.d) The dog ran quickly across the park.Fill in the blank with the appropriate pronoun:John helped ______ neighbors move into their new house.a) hisb) herc) theird) yourChoose the correct homophone to fill in the blank:Please put the clean clothes in the ______ basket.a) wasteb) waistc) weightCorrect the misplaced modifier in this sentence:Playing video games all night, her mother was frustrated with the lack of sleep.a) Playing video games all night, she frustrated her mother with the lack of sleep.b) She frustrated her mother with the lack of sleep from playing video games all night.c) Her mother was frustrated with her lack of sleep from playing video games all night....Section 3 - WritingPrompt: Many students feel significant pressure to choose a career path and course of study at a young age. What are the potential benefits and drawbacks of this? Discuss both perspectives and provide your own opinion on the matter in a multi-paragraph essay response.Section 4 - SpeakingResponse Notes:• Y ou will see a prompt describing an imaginary situation or scenario. Prepare a 1-2 minute response addressing the key points or questions raised.• After 30 seconds of preparation time, you will record your response which will be evaluated for coherence, proper grammar usage, vocabulary, and clarity.Prompt: You have been asked to give a short speech on your favorite historical figure. Explain who this person is, why they are important, and what inspirational or educational message you take from their life's work and achievements.That covers the main sections of the Dongbo Culture and Media Vocational College English exam practice test. Be sure to manage your time wisely, read all prompts and passages carefully, and do your best! Let me know if you need any clarification or have additional questions.。