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Elena Alvarez takes a look at the effectiveness of marketing partnerships

In the corporate world, rivalry is more common than co-operation. But increasingly; companies have been setting aside their differences; the new idea is that two brand names are better than one. Sharing databases, strategies and communication systems can be the most effective means of attracting customers. (G )This partnership will give it access to the utility company’s database of thousands of corporate clients, who will be offered special deals on all its products.

The philosophy behind such joint ventures is simple. In economically challenging times, marketing partnerships provide a cost-effective method of increasing brand awareness and sales. As one expert in the field puts it, ’Clever marketing partnerships allow brands to target the right people, cutting down the above-the-line spend.’

(8) .....E....... It is better to simplify the

process and give them one focal point.

Recent research has indicated that marketing partnerships can be up to 27 per cent more productive than single company campaigns.(9) .......B..... In particular, it is ideal for bringing instant branding to companies that lack immediate consumer appeal.

One well-established UK phone manufacturer, ITB, was quick to realise this, and formed an alliance with 7a/fc a leading women’s magazine. The phone company has benefited from the strong branding of the magazine, which has its customer base among professional women in their early 20s. (10) ....D........ This combined approach also offered ITB a quick route into image enhancement, and this is true of many other marketing partnership deals. To give another illustration, it is no coincidence that some well-known cartoon characters are currently enhancing the image of Nasco household cleaning products.(11).....F.......And, of course, this strategy should also guarantee that consumers’ children insist on these products rather than rival brands.

However, while association with a powerful brand can give a significant boost to sales, being connected to a devalued brand can have a negative result. The problems of one brand inevitably impact on the other in a

partnership.(12).....A.......A company may take years to recover from this sort of bad publicity. Indeed, there are numerous examples of disastrous marketing alliances. In such cases, not enough thought has been given to the partnership and the reasons behind it, and it has brought little value to either the customer or the companies involved.

A In such circumstances, the effects are frequently major and can be long-lasting.

B Some experts therefore predict that this style of marketing will take up an increasingly large proportion of many companies’ total marketing budgets.

C Successful marketing partnerships can consequently

bring a financial advantage even to small and struggling companies such as these.

D In return, its partner enjoys a broader distribution platform from which to promote its brand.

E With only a finite number of consumers in any target market, there is no need to overwhelm prospects with

competing messages from different organisations.

F These are fairly standard items, but clearly the company hopes to transform them by broadening the

associations consumers have with the brand.

G For example, Profit Plus, a large UK financial

services company, has recently joined forces with a leading supplier of electricity.

这篇文章名为《When two brands are better than one》，两

个品牌强于一个，讲的是市场合作(marketing partnership)的好处。

第一段总论这种合作的好处，能够共享数据、策略和交流系统。第二、三段接着说市场合作的优势，好的市场合作能够使品牌对准准确的目

标人群，同时提升生产效率。第四段是列举实例来说明这种合作是怎

样有利于双方的，第五段讲的是与一个贬值的品牌合作的后果。

第八题。第二段前面说市场合作提供了一种提升品牌知名度和销

售的有成本效益的方法。然后一个专家指出市场合作能够使品牌对准

目标人群，并削减线上支出。第八空的后面说使过程简化会比较好。

整个这个段都是在讲市场合作的好处，从内容上看，E是最适合填入第八空的。但E选项的内容需要重点理解：任何一个目标市场上都只有

有限的消费者，没有必要通过从不同的机构竞争信息的方式来赢得潜

在客户。E的说法是从反面来证明市场合作的优势和必要性。

prospects在这里是潜在客户的意思。

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商务英语初级模拟试题（14） (1/5)READINGPART ONE●Look at the questions 1--5.●In each question, which sentence is correct?●For each question, mark one letter (A、B、or C) on your Answer Sheet. 第1题 If at anytime you wish to cancel your subscription, notify us in writing.If you want to cancel the subscription, A.you should send them a written notice. B.you can only make it at a specified period. C.you can contact them by phone. 下一题 (2/5)READINGPART ONE●Look at the questions 1--5.●In each question, which sentence is correct?●For each question, mark one letter (A、B、or C) on your Answer Sheet. 第2题 Licensed edition for sale in Singapore, not for export elsewhere. A.This book can only be exported to Singapore. B.The book should get a license from Singapore before sale. C.This book is sold just in Singapore. 上一题下一题 (3/5)READINGPART ONE●Look at the questions 1--5.●In each question, which sentence is correct?●For each question, mark one letter (A、B、or C) on your Answer Sheet. 第3题 Please apply in your own handwriting, enclosing your resume, to Charles Box, European Sales Office, Broadway Equipment Ltd. A.Application letters should not be typed. B.Applicants are required to write the application letter by themselves. C.The resume need to be sent separately. 上一题下一题 (4/5)READINGPART ONE●Look at the questions 1--5.●In each question, which sentence is correct?●For each question, mark one letter (A、B、or C) on your Answer Sheet. 第4题 DESTINATION FLIGHT NO. DEPARTS ARRIVES Copenhagen BA994 11:10 13:35 Frankfurt SR843 08:10 11:05 Munich LH 077 13:30 17:55 Toronto AC841 12:35 14:50 A.Every flight departs in the morning. B.Two flights go to the same country. C.All flights arrive in the afternoon. 上一题下一题 (5/5)READINGPART ONE●Look at the questions 1--5.●In each question, which sentence is correct?●For each question, mark one letter (A、B、or C) on your Answer Sheet. 第5题 Please allow 4 to 6 weeks after receipt of your payment for delivery of the first issue. A.It takes 4 or 6 weeks to receive your payment.