课时作业(二十二) 题型组合练——练速度(限时：40分钟) Ⅰ.阅读理解 A
Bring any group of business owners or managers together，ask them the best way to promote their organizations，and you'll get different answers.That comes as no surprise.When it comes to promoting a business，trying to find the single choice is rarely wise.You'll see business owners and managers try radio advertising.When that doesn't produce the results they want，they'll change to sending direct mail.When that doesn't create a jump in sales，they'll buy TV commercials.When that falls short of their expectations，they'll try a new online strategy...and it goes on and on.
For most companies，the best approach is a mix of different channels，organized in ways that allow each to build upon the others.The channel that will work best in a given situation depends on a lot of factors，including the company itself，its audience，the message being conveyed，the environment，and many more.
Just that radio worked well for a company's last effort doesn't mean that TV advertising wouldn't be a better choice this time.Or maybe the right channel is direct mail.There's no simple answer，because there are so many variables. If your audience is broad，then maybe radio or newspaper advertising is the right choice.If you're targeting a carefully defined group, such as former
customers，direct mail or email will probably perform better.
There are two important lessons here.The first is not to concentrate on trying to find a single channel that will serve all of the company's needs，because it just doesn't exist.The second lesson is that before you spend the first dollar to promote your business，you need to do more than a little learning.You'll really need to understand your customers，your marketplace，your competitors，and the environments in which you do business.And you need a good understanding of what makes one marketing channel right for one situation，but not another.
[语篇解读] 本文为一篇说明文。作者介绍了公司常用的促销策略。 1．According to Paragraph 1，there are no . A．cheap ads C．perfect ads
B．unsuccessful ads D．allpurpose ads
解析：推理判断题。根据第一段可知，如果把公司老板或经理们聚在一起问他们促销的最佳方法，他们会有不同的答案。这不足为奇。为了达到他们预想的促销效果，公司不断采取不同的方式做广告。由此可推出：没有完美的广告，故答案为C项。 答案：C
2．What is the best way to promote a business? A．Using a channel that serves all of your budget. B．Putting ads on various channels at the same time. C．Creating an ad that appeals to all your customers.
D．Advertising on a channel available to consumers.
解析：事实细节题。根据第二段第一句可知促销的最好方法是：同时使用不同的方式做广告。故答案为B项。 答案：B
3．When it comes to choosing an ad for a business，we should . A．stay away from TV advertising
B．choose it based on the specific situation C．advertise on the radio or on the newspaper D．choose it according to your customers' budget
解析：推理判断题。根据第三段可推知：在选择广告形式时要具体情况具体分析，不能一概而论。故答案为B项。 答案：B
4．Before deciding on a marketing channel，you need to . A．ask for your customers' advice B．compare different advertising
C．realize the problems with your business D．make research on all related factors
解析：推理判断题。根据第二段第二句及最后一段第三、四句可推知：在决定营销方式前，要对所有相关要素进行研究，故答案为D项。其他选项均未被提及，故被排除。 答案：D B