2023年全國碩士研究生考試考研英語一試題真題（含答案詳解+作文范文）_第1頁
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1、標題：PositioningTheBattlefYourMind原文：PositioningDefinedPositioningstartswithaproduct.Apieceofmerchiseaserviceacompanyaninstitutionevenaperson.Perhapsyourself.Butpositioningisnotwhatyoudotoaproduct.Positioningiswhatyoudotot

2、hemindoftheprospect.Thatisyoupositiontheproductinthemindoftheprospect.Anewerdefinition:“Howyoudifferentiateyourselfinthemindofyourprospect.“Soitsincrecttocalltheconcept“productpositioning.“Asifyouweredoingsomethingtothep

3、roductitself.Notthatpositioningdoesntinvolvechange.Itdoes.Butchangesmadeinthenamethepricethepackagearereallynotchangesintheproductatall.Theyrebasicallycosmeticchangesdonefthepurposeofsecuringawthwhilepositionintheprospec

4、tsmind.Positioningisalsothefirstbodyofthoughtthatcomestogripswiththeproblemsofgettingheardinourovercommunicatedsociety.HowPositioningGotStartedIfonewdcanbesaidtohavemarkedthecourseofadvertisinginthepastdecadethewdis“posi

5、tioning.“Positioninghasbecomethebuzzwdofadvertisingmarketingpeople.NotonlyinAmericabutaroundthewld.Mostpeoplethinkpositioninggotstartedin1972whenwewroteaseriesofarticlesentitled“ThePositioningEra“fthetradepaperAdvertisin

6、gAge.Sincethenwehavegivenmethan500speechesonpositioningtoadvertisinggroupsin16differentcountriesaroundthewld.wehavegivenawaymethan120000copiesofour“l(fā)ittleangebooklet“whichreprintstheAdvertisingAgearticles.WhatPositioning

7、IsAllAboutWhatsthenameofthesecondhighestmountaininthewldWhatsthenameofthefirstpersonyouevermadelovewithWhatsthenameofthesecondThefirstpersonthefirstmountainthefirstcompanytooccupythepositioninthemindisgoingtobeawfullyhar

8、dtodislodge.KodakinphotographyIBMincomputersXeroxinplainpapercopiersHertzinrentacarsCocaincolaGeneralinelectric.WhatdothesebrshaveincommonTheywereallthefirstbrsinthemindintheircategies.Todaythesebrsarestilltheleadingbrsi

9、ntheircategies.“Itsbettertobefirstthanitistobebetter“isbyfarthemostpowerfulpositioningidea.Thefirstthingyouneedto“fixyourmessageindeliblyinthemind“isnotamessageatall.Itsamind.Aninnocentmind.Amindthathasnotbeenburnishedby

10、someoneelsesbr.Whatstrueinbusinessistrueinnaturetoo.“Imprinting“isthetermanimalbiologistsusetodescribethefirstencounterbetweenanewbnanimalitsnaturalmother.Ittakesonlyafewsecondstofixindeliblyinthememyoftheyounganimalthei

11、dentityofitsparent.Youmightthinkallduckslookalikebutevenadayoldducklingwillalwaysrecognizeitsmothernomatterhowmuchyoumixuptheflock.Wellthatsnotquitetrue.Iftheimprintingprocessisinterruptedbythesubstitutionofadogcatevenah

12、umanbeingtheducklingwilltreatthesubstituteasitsnaturalmother.Nomatterhowdifferentthecreaturelooks.Fallinginloveisasimilarphenomenon.Whilepeoplearemeivethanduckstheyrenotnearlyasiveasyoumightthink.Whatcountsmostisreceptiv

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