试述定位理论的基本要点。
参考答案：
（1）营销传播活动的目标是使品牌、公司或产品在消费者心目中获得一个据点，一个认定的区域位置，或者占有一席之地。
（2）营销活动应将火力集中于一个狭小的目标，在消费者心理下功夫，在消费者心目中创造出一个心理位置。
（3）应运用事件营销创造独有位置，特别“第一说法、第一事件、第一位置”。创造第一，消费者难以忘怀。
（4）营销传播表现出的差异性，并不是指产品的特殊功能，而是要显示品牌之间的类的区别。
（5）这样定位一旦建立，无论何时何地，只要消费者产生了相关的需求，就会自动地首先想到广告中的这种品牌、这家公司的产品，“先入为主”
In this section you will find after each of the passages a number of questions or unfinished statements about the passage, each with 4 (A, B, C and D) choices to answer the question or complete the statement. You must choose the one which you think fits best. Blacken the corresponding letter as required on your Machine-scoring ANSWER SHEET.
| Questions 61-70 are based on the following passage. While some international couriers are showing signs of exhaustion, EMS (Express Mail Service), the generic name for the courier services of post offices, seems to be finding its stride. Known as Datapost in Britain, as Chronopost in France, and as A1-Barid al-Mumtaz in Saudi Arabia, EMS is now second in the international courier business (jointly with TNT Skypack). Last year it delivered 5.6 million items, weighing less than 20 kilograms each, across borders. That and its annual growth rate of around 5 percent have worried DHL, the market leader, enough for it to counter-attack in the Courts. On October 26, a Dutch judge ruled against DHL on all three counts filed against the Dutch post office: that the three-initial name was too close to DHL’s; that the orange lines in the EMS logo were too similar to DHL’s dark red ones; and that the claim to the widest route system in the world was unfounded. DHL has threatened the Swiss post office with similar action, but it may reconsider after the Dutch ruling. EMS has some advantages over the private couriers. One is a dense ready-made network of offices, especially in Europe, the avowed target area of the private couriers. Another advantage is a long tradition of working with customs authorities. In a business where minutes count, it pays to have good friends at customs. That advantage particularly irritates the private couriers because there is no legal way to combat such unquantifiable coziness. The private courier services are also annoyed because in countries like Switzerland and Italy, where the post office is officially a monopoly, they pay it a fee. In Switzerland DHL says it pays more than SFr lm ($ 708,000) "to the competition" each year. In France the couriers have won a battle for exoneration. Although governments are under little pressure to keep prices artificially low, EMS is often cheaper than the private couriers, but not always. A recent test in Britain (on a domestic route) showed Datapost about halfway between the least and the most expensive, but gave it full marks for speed and service. Each national EMS is free to set its rates and follow its own rules on things like bulk discounts. The Universal Postal Union, based in Berne, determines how costs and revenues are split between sending and receiving countries, and standardizes procedures. More than 100 postal administrations have linked into the system—and more are coming, including Russia’s. That makes the feisty EMS particularly happy since its rivals have not been allowed to serve anywhere in Russia. |
The word "stride" underlined in Paragraph 1 means ______.
A．advance
B．pride
C．position
D．route