2019年BEC中級商務英語閱讀模擬試題WhentwobrandsarebetterthanoneElenaAlvareztakesalookattheeffectivenessofmarketingpartnershipsInthecorporateworld,rivalryismorecommonthanco-operation.Butincreasingly;companieshavebeensettingasidetheirdifferences;thenewideaisthattwobrandnamesarebetterthanone.Sharingdatabases,strategiesandcommunicationsystemscanbethemosteffectivemeansofattractingcustomers.(G)Thispartnershipwillgiveitaccesstotheutilitycompany’sdatabaseofthousandsofcorporateclients,whowillbeofferedspecialdealsonallitsproducts.Thephilosophybehindsuchjointventuresissimple.Ineconomicallychallengingtimes,marketingpartnershipsprovideacost-effectivemethodofincreasingbrandawarenessandsales.Asoneexpertinthefieldputsit,

’Clevermarketingpartnershipsallowbrandstotargettherightpeople,cuttingdowntheabove-the-linespend.

’.....E.......Itisbettertosimplifytheprocessandgivethemonefocalpoint.Recentresearchhasindicatedthatmarketingpartnershipscanbeupto27percentmoreproductivethansinglecompanycampaigns.(9).......B.....Inparticular,itisidealforbringinginstantbrandingtocompaniesthatlackimmediateconsumerappeal.Onewell-establishedUKphonemanufacturer,ITB,wasquicktorealisethis,andformedanalliancewith7a/fcaleadingwomen’smagazine.Thephonecompanyhasbenefitedfromthestrongbrandingofthemagazine,whichhasitscustomerbaseamongprofessionalwomenintheirearly20s.....D........ThiscombinedapproachalsoofferedITBaquickrouteintoimageenhancement,andthisistrueofmanyothermarketingpartnershipdeals.Togiveanotherillustration,itisnocoincidencethatsomewell-knowncartooncharactersarecurrentlyenhancingtheimageofNascohouseholdcleaningproducts.(11).....F.......And,ofcourse,thisstrategyshouldalsoguaranteethatconsumers’insistontheseproductsratherthanrivalbrands.

childrenHowever,whileassociationwithapowerfulbrandcangiveasignificantboosttosales,beingconnectedtoadevaluedbrandcanhaveanegativeresult.Theproblemsofonebrandinevitablyimpactontheotherinapartnership.(12).....A.......Acompanymaytakeyearstorecoverfromthissortofbadpublicity.Indeed,therearenumerousexamplesofdisastrousmarketingalliances.Insuchcases,notenoughthoughthasbeengiventothepartnershipandthereasonsbehindit,andithasbroughtlittlevaluetoeitherthecustomerorthecompaniesinvolved.AInsuchcircumstances,theeffectsarefrequentlymajorandcanbelong-lasting.BSomeexpertsthereforepredictthatthisstyleofmarketingwilltakeupanincreasinglylargeproportionofmanycompanies’totalmarketingbudgets.CSuccessfulmarketingpartnershipscanconsequentlybringafinancialadvantageeventosmallandstrugglingcompaniessuchasthese.DInreturn,itspartnerenjoysabroaderdistributionplatformfromwhichtopromoteitsbrand.EWithonlyafinitenumberofconsumersinanytargetmarket,thereisnoneedtooverwhelmprospectswithcompetingmessagesfromdifferentorganisations.FThesearefairlystandarditems,butclearlythecompanyhopestotransformthembybroadeningtheassociationsconsumershavewiththebrand.GForexample,ProfitPlus,alargeUKfinancialservicescompany,hasrecentlyjoinedforceswithaleadingsupplierofelectricity.這篇文章名為《Whentwobrandsarebetterthanone個品牌強于一個，講的是市場合作(marketingpartnership)

》，兩的好處。第一段總論這種合作的好處，能夠共享數據、策略和交流系統。第二、三段接著說市場合作的優勢，好的市場合作能夠使品牌對準正確的目標人群，同時提升生產效率。第四段是列舉實例來說明這種合作是怎樣有利于雙方的，第五段講的是與一個貶值的品牌合作的結果。第八題。第二段前面說市場合作供應了一種提升品牌有名度和銷售的有成本效益的方法。爾后一個專家指出市場合作能夠使品牌對準目