单选题 One of the most powerful strategic planning tools a business can possess is a marketing plan. Here is not referring to an academic exercise found in college marketing textbooks. Your marketing plan should be a simple (in some cases, one-page) document that specifically answers who you are, what you do, who needs what you do and how you plan to attract their attention. It"s a combination of the planning process and the completed action plan.
Follow these seven simple steps to build the perfect marketing plan:
Step 1: Narrow your market focus. Try to describe your ideal customer in the narrowest and most detailed terms possible, as though you"re describing him or her to a referral source.
Step 2: Position your business. Figure out what you do best and what your target market wants. Maybe it"s how you serve a niche or package your products. If you don"t know what it is, call up three or four of your clients and ask them why they buy from you. Craft a core marketing message that allows you to quickly differentiate your business.
Step 3: Create education-based marketing materials. Recreate all your marketing materials, including your website, to focus on education. Make certain every word in your marketing materials speaks of your core messages and to your target market.
Step 4: Never cold call. Make sure all your advertising is geared toward creating prospects, not customers. You must find ways to educate before you sell. Your target market needs to learn how you provide value in a way that makes them want to pay a premium for your services or products. You simply can"t do this in a 3-inch-by-4-inch ad. Your ad must get viewers to ask for more information. Then you can proceed to selling. Determine all the ways you can get your education-based messages in front of your narrowly defined target market.
Step 5: Earn media attention. Create a list of journalists who cover your industry or community, and build relationships with each by becoming a reliable resource of information. Plan out an entire year of new items you can promote by season or event.
Step 6: Expect referrals. Create a referral marketing engine that systematically turns each client and referral network into a kind of unpaid sales pro. You must instill a referral marketing mind-set into your business"s culture. Do this by making every customer a marketing and referral contact. Map every contact and build processes that focus on referrals.
Step 7: Live by a calendar. After you complete steps 1 through 6, determine what you need to do to put them into action. Then create an annual marketing calendar, noting the required monthly, weekly and daily appointments necessary to move your plan forward.

单选题 What should a good marketing plan be like, according to the passage?

【正确答案】 D

【答案解析】[解析] 事实细节题。由题干关键词marketing plan定位到第一段第二至第四句：Here is not referring to an academic exercise found in college marketing textbooks. Your marketing plan should be a simple (in some cases, one-page) document...It"s a combination of the planning process and the completed action plan.可知，这里指的并不是在大学的市场营销课本上出现的学术练习，市场营销计划应该是简洁明了(有时只需要一页纸就可以记录下来)的一份文件。它是计划过程和整套行动计划的结合体。D与原文一致，故正确。A“它是一份学术性的而且复杂的报告”、B“它必须要与大学的市场营销课上的学术练习一致”，与原文表述相反；C它是吸引你的目标市场的一种方法，这个只是一个方面，并不全面，故不准确。

单选题 How can you position your business?

【正确答案】 B

【答案解析】[解析] 推理判断题。由题干关键词position your business定位到第四段可知，要深入理解你最擅长的方面和你的销售对象的需求。如果你不知道怎么写，你可以拜访3或4位客户，问问他们为什么要买你的产品。起草一份核心销售文件，使你可以很快地看出自己公司与其他公司的区别所在。故B“利用你的优势找到你的客户的需要”与原文相符，为正确答案。A“必要的时候冷访”与原文中Step 4不符，而且文章也没有提及通过冷访来了解客户需求；C“跟随其他成功企业的模式向他们学习”和D“向你的客户灌输你的产品的优点”在原文都未提及，均排除。

单选题 Which of the following is TRUE about the education-based marketing?

【正确答案】 B

【答案解析】[解析] 事实细节题。由题干关键词the education-based marketing定位到第五段第二句Recreate all your marketing materials, including your website, to focus on education.可知，创造以引导为基础的销售材料，重新设计你的销售材料，包括你的网页，把重点放在引导上。故B“你扮演一个咨询师的角色，告诉你的客户他们的问题和你可以提供的解决方案”与原文以引导为基础一致，故正确。由此可排除A“你扮演一个销售人员的角色，把销售信息传递给你的客户”；C“如果你的客户决定买你的产品，你需要给他们提供良好的学习机会”、D“你必须保证你的资料来自于市场营销的教科书”在原文并未体现，可排除。

单选题 What is the function of your business advertisement?

【正确答案】 C

【答案解析】[解析] 事实细节题。由题干关键词business advertisement定位到第六段第四、五、六句Your target market needs to learn how you provide value in a way...must get viewers to ask for more information.可知，你的销售对象需要知道你凭什么让他们在你提供的服务和产品上花钱。你的广告必须让看的人有进一步了解更多信息的需求。故C“告诉你的客户关于你的产品的信息以激起他们想要了解更多的好奇心”符合文义。A“告诉你的客户关于你的产品的一切来吸引他们”、B“告诉你的客户如何支付”、D“鼓励你的客户尽可能多的买走你的产品”均与原文不符，故都排除。

单选题 Which of the following statements is TRUE according to the passage?

【正确答案】 A

【答案解析】[解析] 事实细节题。由第八段第二句Create a referral marketing engine that systematically turns each client and referral network into a kind of unpaid sales pro.可知，应该建立一种推荐式销售机制，它可以系统地把每一个客户和推荐式的网络都变成一种不需要花钱的推销方式。故A“一个成功的商人应该要把每个客户都变成一种推销方式”与原文相符。而排除B“一个成功的商人不应该为客户和推销式网络付出任何东西”；原文并没有把各个步骤的重要性作比较，这些是有机的整体，故C“一个成功的商人应该把注意力放在第7步上而不是1～6步上”错误；文章也没有拿客户和记者作比较，故D“一个成功的商人应该意识到在推销商品的过程中，应该把注意力放在客户身上而不是记者身上”也排除。