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资料：Word of Mouth promotion is based on the principle of pull marketing.
Word of mouth （WOM） promotion is based on the principle of pull marketing. It relies on the transmission of a positive marketing message from person to person through conversation or a personal communication such as email or text message. Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales.
Red Bull extensively uses pull marketing. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of Red Bull events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales.
The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a ripple effect.
Why does the company try to get coverage of RB events in the press?
Word of mouth （WOM） promotion is based on the principle of pull marketing. It relies on the transmission of a positive marketing message from person to person through conversation or a personal communication such as email or text message. Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales.
Red Bull extensively uses pull marketing. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of Red Bull events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales.
The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a ripple effect.
Why does the company try to get coverage of RB events in the press?
A.because it helps to generate momentum.
B.because the events are funny enough to be transmitted.
C.because it helps to create brand awareness and grow sales.
D.both A and C.
B.because the events are funny enough to be transmitted.
C.because it helps to create brand awareness and grow sales.
D.both A and C.
参考答案
参考解析
解析：本题考查的是细节理解。
【关键词】why;the company;try coverage; RB events
【主题句】第2自然段This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales. 这种报道可以鼓励消费者更多地了解产品。它通过为人们创造有趣的故事来创造动力，从而帮助创造品牌意识，促进销售。
【解析】本题的问题是“为什么公司会试图在媒体上报道红牛事件？”。选项A意为“因为它有助于产生动力”；选项B意为“因为事件足够有趣可以传播”；选项C意为“因为它有助于创造品牌知名度并促进销售”；选项D意为“A和C”。根据主题句可知，A、C选项均有提及，故选D。
【关键词】why;the company;try coverage; RB events
【主题句】第2自然段This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales. 这种报道可以鼓励消费者更多地了解产品。它通过为人们创造有趣的故事来创造动力，从而帮助创造品牌意识，促进销售。
【解析】本题的问题是“为什么公司会试图在媒体上报道红牛事件？”。选项A意为“因为它有助于产生动力”；选项B意为“因为事件足够有趣可以传播”；选项C意为“因为它有助于创造品牌知名度并促进销售”；选项D意为“A和C”。根据主题句可知，A、C选项均有提及，故选D。
更多 “资料：Word of Mouth promotion is based on the principle of pull marketing. Word of mouth （WOM） promotion is based on the principle of pull marketing. It relies on the transmission of a positive marketing message from person to person through conversation or a personal communication such as email or text message. Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales. Red Bull extensively uses pull marketing. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of Red Bull events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales. The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a ripple effect. Why does the company try to get coverage of RB events in the press?A.because it helps to generate momentum. B.because the events are funny enough to be transmitted. C.because it helps to create brand awareness and grow sales. D.both A and C.” 相关考题
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资料：For promotions to remain effective, RT company has to analyze the impact of different campaigns. Word of mouth promotions can be more difficult to measure than some traditional methods of promotion. Although healthy sales are an important measure, RT uses other measures to evaluate the effectiveness of its activities. For example:
Setting targets for sales returns from the smaller promotional activities.
Evaluating the amount of editorial coverage its activities receive in the media.
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Evaluating the online influence of RT activities in the social media. For example, on Twitter there are around 260000 followers of RT activities.On Facebook,more than 21000000 consumers like RT.
Conducting an annual brand health-check with consumers to ensure that they like the brand.
Measuring the outcomes of RT promotions is not just about return on investment. These figures do not create the whole picture. This is because it can be difficult to value word of mouth promotions on paper. Sales returns do not take not account other factors such as longer-term brand loyalty.
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资料：Word of Mouth promotion is based on the principle of pull marketing.
Word of mouth （WOM） promotion is based on the principle of pull marketing. It relies on the transmission of a positive marketing message from person to person through conversation or a personal communication such as email or text message. Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales.
Red Bull extensively uses pull marketing. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of Red Bull events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales.
The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a ripple effect.
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A.that the customers don't enjoy the drink.
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资料：Word of Mouth promotion is based on the principle of pull marketing.
Word of mouth （WOM） promotion is based on the principle of pull marketing. It relies on the transmission of a positive marketing message from person to person through conversation or a personal communication such as email or text message. Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales.
Red Bull extensively uses pull marketing. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of Red Bull events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales.
The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a ripple effect.
What is not true of pull marketing according to the passage?A.word of Mouth promotion is based on the principle of pull marketing.
B.it uses above the line promotional techniques.
C.it gets consumers to bring other countries to the product.
D.it relies on the transimission of positive message.
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