问题 单项选择题

【真题试题】(2007年案例分析第三大题,第79—82题)某移动通信公司2001年冬在广东试点新的移动通讯品牌,名为M,定位在“没钱又想时髦”的年轻人(15~25岁),初始重心是“批量短信优惠”,把“短信”发展为第五媒体。取得成功后,该公司2003年春将“M”推向全国,欲将其打造为与N品牌并列、但专为年轻时尚人士量身订制的移动通信品牌。该品牌定位为“时尚、好玩与探索”,并设计了学生、时尚办公和娱乐套餐。据公司调查,中国父母对独生子女的“补贴”可观。M推广活动在高校密集区以学生为主,许多高校后勤部门成为其合作伙伴。M分段推广主题:2003年春推出“我的地盘听我的”;夏秋推出“玩转年轻人的通讯自治区”;2003年秋至2004年春推出“就在M亮出特权身份”;2004年秋推出“玩转到积极追求创业理想”。终端有营业厅、品牌店、加盟店和授权店等。代言人是某著名歌星。该公司通过设立俱乐部、M专线和网站、发行M杂志、组织M夏令营、万名大学生街头舞蹈表演和会员聚会,使其成员可以最先听到某歌星的歌曲,以优惠价买到其演唱会门票。为维系年轻人忠诚度,在大学生返校高峰,该公司的一些地区公司在火车站免费接M学子,与麦当劳联合推出“M套餐”(优惠6.5元/套)。该品牌推出16个月后,据调查,M目标受众品牌知名度为80%,美誉度为73%。总客户数达2000万人。

该公司M品牌分期推广主题不包括( )。

A.玩转年轻人的通讯自治区

B.批量短信优惠

C.我的地盘听我的

D.玩转到积极追求创业理想

答案

参考答案:B

解析:本题涉及的考点是传播企业的定位的推广方法。题中案例已经非常明确地指出了其分期推广主题包括“我的地盘听我的”、“玩转年轻人的通讯自治区”、“就在M亮出特权身份”、“玩转到积极追求创业理想”。因此,本题的正确答案为B。批量短信优惠是其初始重心。

阅读理解

阅读理解。

      Each Tuesday afternoon, after the bell rings for the fourth period, Liu becomes a fashion designer. At the

same time, the rest of the students at the High School Attached to Yunnan Normal University in Kunming are

also having classes a little bit different from the usual ones. Some students dance, others create robots, and

still others review films. These are just a few of the other 27 elective (选修的) courses besides Liu's sewing

class that the school began to offer last month.

      "The fashion design class has become the bright point of my week. I learn how to choose colors and

fabrics (织物) as well as sewing and sketching (素描) skills. It's all helping me to realize the dream of

becoming a fashion designer I've had since I was a little girl," Liu said.

      Design is Liu's favorite, but for other students the electives are interesting lessons which relieve (舒缓)

the pressures of schoolwork. Some students, for example, are learning how to play bridge. Chen Xi, 15, is

one of them. She said, "Many people think that playing a card game like this in class is a waste of time. But

in fact, bridge is a very challenging game that helps develop memory and math skills."

1. How often do the students have elective classes? [ ]

A. Once a week

B. Once a month

C. Once a term

D. Once a year

2. How many elective courses had the school offered by last month? [ ]

A. 27

B. 28

C. 26

D. 25

3. Why did the students like to have elective classes?[ ]

A. Because the elective classes are easier.

B. Because they needn't do any homework in the elective classes.

C. Because they can get an opportunity to relieve their pressures.

D. Because they want to be fashion designers in the future.

4. According to the passage many people think _____ in class is a waste of time.[ ]

A. dancing

B. creating robots

C. playing a card game

D. reviewing films

名词解释