题目内容
听力原文： An airline is an organization which provides aviation services for passengers and cargo. It owns or leases airlines for reasons of mutual benefits. The scale and scope of airline companies range from those with a single airplane carrying mail or cargo, to full service international airlines operating many hundreds of airplanes of various types. Airline services can be categorized as intercontinental, intra-continental, regional or domestic and may be operated as scheduled service or charters. These variations in the types of airline companies, their operating scope, and the routes they serve, make analysis of the airline industry complex. But one thing is certain: The industry is heavily influenced by the market now. In the past 50 years or so, the general trend of ownership bas gone from government-owned or government-supported to independent, for profit companies. This is a result of the government permitting greater freedom. This trend is not yet consistent across all airlines in all regions. The demand for air travel services depends on other things: needs for cargo transportation, business passenger demand, leisure passenger demand, which are all influenced by macroeconomic activity in the market. These trends are highly seasonal, and often depend on day-of-week, or time-of-day. The industry is cyclical. Four or five years of poor performance are followed by five or six years of gradual improvement in performance.
(33)
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听力原文：W: Tonight, we have the privilege to have Mr. Robertson, president of Tomorrow Media Corporation to talk about building brands. Welcome, Mr. Robertson.
M: Thanks.
W: First question: is building a brand any different today than it was 20 or 50 years ago because advertising media have changed？
M: In many ways, I don't think it is. (19)You've got to represent what that brand really is, and that doesn't change because the media changes.
W: You always tell the advertising managers not to forget that the consumer is the boss. Why is that？
M: When new chief marketing officers come in, they want to put their own stamp on things. (19)They'll make changes that might not necessarily be the essence of the brand. That is wrong.
W: Give an example, please.
M: Take an example from brands of ears. Volvo is safety. Every once in a while the Volvo officers want their cars to be known as beautiful or sporty. But that's not what people think. People think, "No, Volvo is safety. "
W: What is your suggestion to this？
M: (20)You have to be consistent in your brand building through all the media that you use, whether it's the Internet, traditional advertising, word of mouth, conferences or product placements.
W: The brand competition is now on the fire, what's your suggestion？
M: (21)The best way is to position your brands to be different from another. You need to avoid having brands represent the same thing, and consumers are not able to figure out which brand is which.
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