剑桥商务英语中级考试真题演练 .pdf

剑桥商务英语中级考试真题演练 剑桥商务英语中级考试真题演练 When two brands are better than one Elena Alvarez takes a look at the effectiveness of marketing partnerships In the corporate world, rivalry is more mon than co-operation. But increasingly; panies have been setting aside their differences; the new idea is that two brand names are better than one. Sharing databases, strategies and munication systems can be the most effective means of attracting customers. (G )This partnership will give it access to the utility panys database of thousands of corporate clients, who will be offered special deals on all its products. 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 pany caigns.(9) B In 第 1 页 共 6 页 particular, it is ideal for bringing instant branding to panies 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 womens magazine. The phone pany has benefited from the strong branding of the magazine, which has its customer base among professional women in their early 20s. (10) D This bined 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)FAnd, 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 第 2 页 共 6 页 in a partnership.(12)