首页
登录
公务员类
It can be argued that much consumer diss
It can be argued that much consumer diss
资格题库
2022-08-02
162
问题
It can be argued that much consumer dissatisfaction with marketing strategies arises from an inability to aim advertising at only the likely buyers of a given product. There are three groups of consumers who are affected by the marketing process. First, there is the market segment—people who need the commodity in question. Second, there is the program target—people in the market segment with the “best fit” characteristics for a specific product. Lots of people may need trousers, but only a few qualify as likely buyers of very expensive designer trousers. Finally, there is the program audience—all people who are actually exposed to the marketing program without regard to whether they need or want the product These three groups are rarely identical. An exception occurs in cases where customers for a particular industrial product may be few and easily identifiable. Such customers, all sharing a particular need, are likely to form a meaningful target, for example, all companies with a particular application of the product in question, such as high-speed fillers of bottles at breweries. In such circumstances, direct selling (marketing that reaches only the program target) is likely to be economically justified, and highly specialized trade media exist to expose members of the program target—and only members of the program target—to the marketing program. Most consumer-goods markets are significantly different. Typically, there are many rather than few potential customers. Each represents a relatively small percentage of potential sales. Rarely do members of a particular market segment group themselves neatly into a meaningful program target. There are substantial differences among consumers with similar demographic characteristics. Even with all the past decade’s advances in information technology, direct selling of consumer goods is rare, and mass marketing—a marketing approach that aims at a wide audience—remains the only economically feasible mode. Unfortunately, there are few media that allow the marketer to direct a marketing program exclusively to the program target. Inevitably, people get exposed to a great deal of marketing for products in which they have no interest and so they become annoyed.The passage suggests which of the following about highly specialized trade media?A.They should be used only when direct selling is not economically feasible.B.They can be used to exclude from the program audience people who are not part of the program target.C.They are used only for very expensive products.D.They are rarely used in the implementation of marketing programs for industrial products.
选项
A.They should be used only when direct selling is not economically feasible.
B.They can be used to exclude from the program audience people who are not part of the program target.
C.They are used only for very expensive products.
D.They are rarely used in the implementation of marketing programs for industrial products.
答案
B
解析
由文章第二段,…highly specialized trade media exist to expose members of the program target…可知,高度特定化的媒体是针对有购买意向的特定人群的。故选B。
转载请注明原文地址:http://tihaiku.com/gongwuyuan/2635680.html
本试题收录于:
英语言文学 军队文职题库军队文职人员招聘分类
英语言文学 军队文职
军队文职人员招聘
相关试题推荐
Itcanbearguedthatmuchconsumerdiss
Itcanbearguedthatmuchconsumerdiss
Itcanbearguedthatmuchconsumerdiss
Itcanbearguedthatmuchconsumerdiss
Itcanbearguedthatmuchconsumerdiss
随机试题
【B1】[br]【B5】A、remarkablyB、essentiallyC、speciallyD、particularlyD副词辨义题。此处以Su
Somanyofusholdontolittleresentmentsthatmayhavestemmedfromanar
14岁中学男生,半天前突然发生四肢麻木、无力、酸痛,伴吞咽、发音困难。无排尿障碍
下列关于流脑的叙述,不正确的是A.皮肤瘀点主要是由于休克或DIC所致 B.病原
某混凝土试块强度值不满足规范要求,但经法定检测单位对混凝土实体强度经过法定检测后
审计机关受本级人民政府委托提出的审计工作报告的报告对象是( )。[2009年中
Thechangeinthatvillagewasmiraculou
家庭健康护理的目的是A.维持和提高家庭的健康水平及其家庭自我保健功能 B.调节
各种运输方式内外部的各个方面的构成和联系,就是( )。 A.运输系统
某餐具厂主要生产陶瓷餐具、不锈钢餐具和一次性PP聚丙烯餐具。下列说法中,错误的有
最新回复
(
0
)