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The Five W’s of Marketing You’ve heard of the Five W’s: who, what, when, where, and why. They’re the elements of information needed to get the full story, whether it’s a journalist (21) a scandal, a detective investigating a crime, or a customer service representative trying to resolve a (22) There’s even an old PR formula that uses the Five W’s as a template for how to write a news release. Most of the time it doesn’t matter in what order the (23) is gathered, as long as all five W’s are ultimately (24) The customer service rep’s story may begin with who was offended, while the journalist may follow a lead based on what happened. The detective may start with where a crime was committed while details of who and what (not to mention when and why) are still (25) The Five W’s are helpful in marketing planning as well. But unlike in other (26) the development of an effective marketing program requires that they be answered in a specific order: why, who, what, where, and when. The reasons may not be obvious, but by following this pathway you can avoid a great deal of confusion, trial and error, and blind (27) preserving your company’s precious time and (28) Many marketers instinctively begin with questions about what and where, as in "what" their advertising should say or "where" it should appear. That’s what gets them into (29) To (30) their marketing efforts, think why, who, what, where, and when. The order makes all the difference.
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注册会计师在出具法规、合同遵循情况的特殊目的审计报告时，应当在意见段中指明法规、合同所涉及财务会计规定的遵循情况。 ( )
Are you spending time marketing your product, but still not selling as much as you would like The truth is consumers have needs and steps that they go through and that persuades them to buy. If your marketing is not meeting those requirements it is probably the reasons your product is not selling. As consumers we are not just persuaded by the "price" of a product, we are moved by the benefits of the product and what it can do for us; that’s our reason for purchasing. If you are finding that you are having difficulty in selling your product you may want to consider the following reasons why consumers don’t buy and evaluate how you can do better at marketing your products in a way that converts consumers into your customers. They are not aware of your product. Consumers cannot purchase products they are not aware of. If you are marketing, but consumers still don’t know about your product it may be time to evaluate why it’s not working. Are you targeting the right market with your message Is your message reaching those that would have an interest in your product It’s important to remember that the solution is not always more marketing, because the problem may lie with where you are marketing at, and what marketing vehicles you are using. They don’t understand the benefits of your product. Consumers don’t buy products solely based on price. Now, this does not mean that they don’t factor in price, they do. Consumers buy based on the benefits your product brings them. If you asked your customers what the benefits of your product are, would they know This is important. Your marketing must be centered on the benefits for your product in order for consumers to take an interest in purchasing your product. Create a list of the top three benefits of your product and use those in your marketing message. They don’t feel your product has perceived value. Consumers will not buy products that they perceive as having no value. Why should customers value your product You can use the benefits of your product to create a perceived value and it is that perceived value that helps in the sales of your product. If a customer cannot see value they will simply pass your product by. You must create that perceived value in your marketing message. They don’t see how your product meets their needs. We’ve talked about benefits and perceived value, now let’s talk about needs. Do consumers know how your product meets their needs Does it make their life easier, save them time, and make them feel better What need does your product satisfy You have to tell consumers that, don’t make them guess or come up with the answer on their own, tell them and help educate them on why they need your product. What do we learn about from the first paragraph
Questions 11 to 18 are based on the conversation you have just heard
X公司是ABC会计师事务所的审计客户，A公司是与X公司在同一城市、往来频繁的客户，也是X公司的最大的债务人。2006年初，除了留下少量财务人员给其各个债权人造成公司照常经营的假象外，A公司基本已人去楼空。同年2月，ABC事务所开始实施对 X公司2005年度会计报表的审计业务，2月20日提交了审计报告。其中，李星负责应收账款项目的审计。2006年3月初，在知悉A公司主要管理人员携款出逃后，X公司立即以注册会计师工作有过失导致其巨额款项无法收回为由，向法院提起诉讼。假定在法庭辩论时，存在以下情况，请分别作出正确的判断。 X公司的股东认为，前任会计师事务所在所出具的审计报告中曾以A公司欠款金额巨大、 X公司能否正常收回这部分款项存在很大的不确定性为由，出具了带强调事项段的无保留意见审计报告，ABC事务所首次接受委托审计X公司2005年度会计报表，理应与前任进行充分的沟通，但审计人员并未向X公司提出这方面的要求，属于缺乏基本职业道德的行为，应承担过失责任。 ( )
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