A、 How to analyze various types of advertising
B、 How to develop products that people will like
C、 How to use advertising successfully
D、 How to satisfy customer demands

【正确答案】 C

【答案解析】[听力原文]

Narrator
Listen to part of a lecture in a business class.

Professor
Let"s get started. Last time we were talking about the need for advertising. Now let"s look at how you can successfully call attention to the service or product you want to sell. To succeed, you"ve gotta develop a systematic approach. If you don"t come up with a system...a plan...you risk making decisions that waste money...or even drive away potential customers.
But what does a systematic advertising plan look like? Well, it covers what we call the four M"s.

多选题 According to the professor, what might be two results of NOT having a good advertising plan? Choose 2 answers .

A、 Delays in the introduction of new products
B、 The loss of customers
C、 Too much attention focused on one product
D、 The unnecessary spending of money

【正确答案】 B、D

【答案解析】

A、 To emphasize the advantages of marketing products to specific groups of people
B、 To illustrate how to select the most appropriate media for advertising a product
C、 To prove that it is not necessary to spend money on advertisements
D、 To show how a poorly communicated message can ruin a business

【正确答案】 B

【答案解析】

A、 It is most effective just before holidays when people give gifts.
B、 It may require quick decision making.
C、 It is a waste, since many consumers select products based on their previous experiences.
D、 It is better guided by good research than by good theories.

【正确答案】 D

【答案解析】

A、 It is difficult to understand how some customers react to advertising.
B、 It is important to ensure the quality of a product before advertising it.
C、 A poorly chosen advertising message can have negative consequences.
D、 Some businesses remain unsuccessful even when they focus on the four M"s.