What is the significance of applying contextual integrity to questions of privacy？
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&8226;Read this text taken from an article about marketing.
&8226;Choose the best sentence from the opposite page to fill each of the gaps.
&8226;For each gap (9-14), mark one letter (A-H) on your Answer Sheet.
&8226;Do not use any letter more than once.
How effective is your marketing？
Gone are the days when companies had departments full of staff whose role nobody understood. Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses. And rightly so. But when it comes to marketing, what is effectiveness, how do you measure it, and why is its measurement so important？
Businesses are starting to recognise the key marketing questions. Are we providing the right products for the right people at the right price？ Are our brands better than those of our competitors？ (9) That's because marketing is not the fluffy stuff that can be axed when the going gets tough - it is the essence of business. So if marketing is important, it follows that it pays to know if yours is working.
The first stage in the process is understanding your current position. How successful is your brand today？ What is your market share？ You should equip yourself with some sound facts and figures on which to base your conclusions. (10) It could be simply to boost sales. You may want to reinforce your leadership in a market or trounce a competitive brand. Influencing future profitability, possibly by building a short-term brand share, may be a priority. A clear objective is essential.
But how do you know if your marketing is achieving your goals？ (11) Their success is not just related to how many boxes leave the factory. Effectiveness may not be tangible. It may be financial, it may not. 'The brand' is an intangible asset, but it is now seen as an important one. Quantifying the value of an intangible asset is a difficult, but not impossible, task.
It is also necessary to evaluate both long-term effectiveness and the short-term outcomes of any campaign. (12) But the care of a brand is a marathon, not a sprint, and it is important not to lose sight of the long-term consequences.
Choosing the right measurement tools to evaluate a campaign is another important issue. (13) The accuracy they thus ensure should be consistent over time and correspond to the wider objectives of the business. Ultimately, marketing must deliver profit.
The essential debate should no longer be about the importance of marketing, but what we should do to measure its effectiveness, and what measures will ensure survival. (14) But to others it is likely to be a controversial issue - and one which can produce responses leading to widely different directions for their enterprises.
A Having done that, next comes establishing what it is that marketing activities should be achieving.
B Because of this, you may want to generate return on investment, perhaps by raising the quality of your brand.
C This shift in focus will be taken as read by the most successful businesses.
D Addressing such issues should mean that profits take care of themselves.
E Concerning the latter, it may be tempting to be seduced by efforts that yield quick results and satisfy investor pressure for immediate returns.
F These should be precise and based on empirical data.
G Good strategies are not necessarily linked to production or sales figures.
H Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses.
(9)
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&8226;Read the extract below from the annual report of a bed manufacturer.
&8226;In most of the lines (41-52) there is one extra word. It is either grammatically incorrect or does not fit in with the sense of the text. Some lines, however, are correct.
&8226;If a line is correct, write CORRECT on your Answer Sheet.
&8226;If there is an extra word in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet.
CHIEF EXECUTIVE’S REVIEW
The prime focus for management recently has been the integration into the Group of Damon Beds. This acquisition is very much greater part of our strategy to grow our
41 presence in the UK branded furniture market. We are neither convinced that
42 leveraging the proven brand management expertise of which we are proud is the
43 optimum route to continued and sustainable growth in shareholder value. Overall,
44 sales grew more quickly than 9%, to reach ￡125 million. This represents a small
45 increase in market share such as our strategy to build share in growing, added value
46 sectors gains momentum. Our established brands had another excellent year with
47 volumes and turnover at record levels. While we have increased capacity to cope with
48 significantly increased demand, boosted by the return to television advertising in early
49 last year. The purpose of the campaign is how to reinforce our position as the UK's
50 leading volume bed business by improving brand awareness still further on and, more
51 importantly, communicating to consumers regarding the message about the uniqueness
52 of the product and yet the benefits and reasons for choosing our beds. Early indications show that the campaign is already having the desired effect.
(41)
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He is particularly skilled at forecasting important developments.
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What the author and his wife are waiting for？ __ .
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How much percent of adults can be kept from growing into a weak condition and lifelong problem if researchers learn how the disorder takes root？