？Read this text taken from an article about Marketing Communications.？Choose the best sent
？Read this text taken from an article about Marketing Communications.
？Choose the best sentence to fill each of the gaps.
？For each gap 9—14, mark one letter (A—H) on your Answer Sheet.
？Do not use any letter more than once.
Many management writers have discussed the idea of satisfying customers’ needs and wants. H Despite the vast amount of information available on customers, finding out exactly what they require is a challenge that certain companies, such as Sainsbury's and Marks and Spencer, have found extraordinarily difficult to meet. (9) . In a report written by the research company Business Intelligence,50% of companies felt that their marketing communications were ineffective and 85 % said that any attempt to gain customer loyalty failed.
The two extremes of marketing can be summarized by looking at the difference between the East and the West. (10) . Biros, socks, Light bulbs—if it can be made and distributed then there is a market. In the prosperous West, it is the other extreme. Such is the attraction of profit that the marketing specialists are competing with some incredibly sophisticated advertising for some rather simple products! (11) . The Internet is also adding another dimension to the marketing process as is the growing resistance to subtle, clever advertising, which seems to have lost its edge in the marketplace.
Out of this turmoil there has evolved another definition of marketing known as customer relationship marketing(CRM). Customers are much less loyal than they used to be and can afford to chop and change. (12) .
Microsoft did this by reorganizing the business around the customer, splitting itself into four new divisions which focus on the customer. (13) . The call centers are likely to form. the basis of the future of marketing, although there is little evidence that they will work. (14) .
A The choice is seemingly endless, with a typical superstore stocking between 20,000 and 25,000 different lines totaling between two and four million products per store.
B In the spring of 1999,both companies announced heavy falls in profit largely due to their inability to listen to and respond to the customer.
C Consumers also dislike the synthesized voice which asks you to press certain numbers on the keypad, depending on the service required.
D Although there will always be a place and function for marketing, it is unclear whether the traditional product or brand manager will still have a job in the twenty-first century, having been replaced by customer relations managers on the end of a telephone.
E In Russia, if there is a queue, you are advised to join as it means a manufacturer has actually produced something, regardless of whether there is a specific need.
F Some companies now have customer call centers which are set up with the sole objective of handling complaint, Inquiries and after sales service.
G It is estimated that winning over a new customer can cost up to five times as much as keeping a customer, so a new definition of marketing has evolved which is identifying, attracting and retaining the most valuable customers to sustain profitable growth.
H Although the two are different, companies spend billions of pounds on market research with a view to targeting the potential customer in a more precise way.
(9)
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