[简答题]The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" media—such as television commercials and print advertisements—still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create "earned" media by willingly promoting it to friends, and a company may leverage" owned" media by sending e-mail alerts about products and sales to customers registered with its Web site. The way consumers now approach the process of making purchase decisions means that marketing’s impact stems from a broad range of factors beyond conventional paid media.
Paid and owned media are controlled by marketers promoting their own products. For earned media, such marketers act as the initiator for users’ responses. But in some cases, one marketer’s owned media become another marketer’s paid media—for instance, when an e-commerce retailer sells ad space on its Web site. We define su

[简答题]

The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" media—such as television commercials and print advertisements—still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create "earned" media by willingly promoting it to friends, and a company may leverage" owned" media by sending e-mail alerts about products and sales to customers registered with its Web site. The way consumers now approach the process of making purchase decisions means that marketing’s impact stems from a broad range of factors beyond conventional paid media.
Paid and owned media are controlled by marketers promoting their own products. For earned media, such marketers act as the initiator for users’ responses. But in some cases, one marketer’s owned media become another marketer’s paid media—for instanc

[单项选择]（）I was so impressed by these words that I used them immediately for a Christmas card and later for a moving novel
A. 我被这些话打动了，马上把它们用到圣诞贺卡上，后来又写进一部感人的小说中。
B. 我对这些词汇留下了很好的印象，迅速写到了一张圣诞贺卡上，然后又写了—部动人的小说。
C. 这些语句对我来说印象太深了，以至于我立即把它们用到了圣诞贺卡上，后来又用到了一部感人的小说中，
D. 我记住了这些话语，当场把它们写到圣诞贺卡上，后来又写进一部可以活动的小说中。

[填空题]If their marketing team (success) （　）, they will increase their profits by 20 percent.

[填空题]If their marketing team (success)（）, they will increase their profits by 20 percent.

[填空题]If their marketing team (success)（　）, they will increase their profits by 20 percent.

[填空题]If their marketing team (success)______, they will increase their profits by 20 percent.

[填空题]If their marketing team (success) ______, they will increase their profits by 20 percent.

[简答题]The attitude of some top management used to be "The machine belongs to the company; the worker is made for the machine; or, the worker belongs to the company and exists to satisfy its needs." Entertaining such a perspective today would border on lunacy (精神错乱), although managers can be found who act as though they still prescribe to it. The simple fact is that no employee works primarily to satisfy the needs of any organization. He labors first and foremost to meet his concern for the welfare of the firm. Additionally, the leader soon learns to accept his people as he finds them rather than as he would like them to be. Even if he is unhappy with their performance, he knows that the only possible starting point, for improvement, is where they are and as they are at a given time. Five facts are at the heart of any mutual perception process. First, initial impressions tend to be lasting as well as erroneous, it is necessary not only that the manage-leader perceive his people accurately but that he make it easy for them to see him as he is without sham or flimflam (欺诈). Second, a person perceives what he looks for and very little else. This means that the manager should emphasize the positive in sizing up his people. If he is aware of their limitations, he is also conscious of the fact that he will not make much progress with them by focusing on deficiencies. Far too much time is wasted in most organizations on attempts to eradicate defects. It would be wiser to concentrate on capitalizing on assets and building strengths. Third, needs govern perceptions. At the outset of any relationship, there is bound to be some uncertainty on both sides. If he is an unframed picture to his subordinates, the manager realizes that they are not sure just how to go about relating to him. His responsibility is to be authentic in his dealings with them and open to interaction with them. Authenticity and openness in dealing with his subordinates ’’will help them satisfy their need to know where they stand, how they should relate to him, what kind of person he is, and how he intends to manage. Then they will get a true picture of him and how he operates without wasting time second-guessing and playing games with him. The fourth fact is that attitudes govern perceptions. A positive, supportive attitude is readily sensed by employees, who, even if they are school-dull, are generally life-bright. Finally, perceptions are really transactions between the people involved. As the leader must allow his people opportunities to interact with him, so he must also interact with them. In this way, both will make the getting-to-know-you process efficient and rapid. What kind of attitude should a manager take so as to have good understanding of the workers