首页
登录
职称英语
Never mind the fight to get people to open their wallets in die recession—so
Never mind the fight to get people to open their wallets in die recession—so
游客
2023-08-05
73
管理
问题
Never mind the fight to get people to open their wallets in die recession—some companies are taking a different policy, and trying to get customers to open their purses instead. In America, where female consumers make more than 80% of discretionary (随意的) purchases, companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales.
Frito-Lay, a snack-food company owned by PepsiCo, has launched a campaign called " Only In A Woman’s World" to convince women that crisps and popcorn are not just for male, beer-guzzling (爆饮) sport fans. OfficeMax, American second-largest office-supplies company, has redesigned its notebooks and file-holders to appeal to women and has run advertisements that encourage women to make their offices more colorful. For the first time, McDonald’s was a sponsor of New York Fashion Week in February, promoting a new line of hot drinks to trendsetting women.
Eric Almquist, head of global consumer insights for Bain & Company, says he is surprised it has taken a recession to get companies to focus on women. After all, it is hardly news that they control the vast majority of consumer spending. (They buy 90% of food,55% of consumer electronics, and most of the new cars.) But die recession has prompted companies to rethink their approach. SheSpeaks that helps companies including Citibank and Philips reach women consumers, has tripled its number of clients since the recession began. Some women’s magazines, too, are benefiting as companies that had never before expressed interest in advertising with them are now doing so.
Aside from their greater purchasing power, women are valuable customers for three reasons. First, they are loyal, says Marti Barletta, author of Marketing to Women, and more likely to continue to buy a brand if they like it. Second, women are more likely than men to spread information about products they like through word of mouth and social-networking sites. Third, most of the lay-offs so far in America have been in male-dominated fields, like manufacturing and construction. This means women may bring home a greater share of household income in the months ahead and have even more buying power.
But marketing to women may not work for every company. In particular, for firms (such as some carmakers) with brands that are regarded as strongly male, " gender bending", or trying to attract the opposite sex, could enhance short-term sales but cause a longer-term decline. Jill Avery of the Simmons School of Management in Boston researched this trend with cars. When Porsche released a sport-utility vehicle designed for women, sales temporarily increased, but men started to move away from the brand, on the basis that it had compromised its masculine image. But in this recession, having a tarnished (有缺点的) brand is better than having no brand at all. [br] According to the passage, companies in America begin to attract female consumers in order to
选项
A、open customers’ purses
B、increase their sales
C、make women happy
D、make companies fight with each other
答案
B
解析
由题干中的companies in America和female consumers定位到第一段最后一句。细节辨认题。定位句指出,美国的一些公司为了提高销量已经开始量身打造为吸引女性而特别制造的产品和广告宣传信息,故B)正确。
转载请注明原文地址:http://tihaiku.com/zcyy/2899204.html
相关试题推荐
[originaltext]Somepeoplechoosetotightlygraspthepastandstaystucki
[originaltext]Somepeoplechoosetotightlygraspthepastandstaystucki
[originaltext]Somepeoplechoosetotightlygraspthepastandstaystucki
[originaltext]Ibelievethatoneofthebestwaystoconnectwithpeoplean
[originaltext]Whencaughtinpouringrainwithoutanumbrella,mostpeople
[originaltext]Whencaughtinpouringrainwithoutanumbrella,mostpeople
[originaltext]Whencaughtinpouringrainwithoutanumbrella,mostpeople
[originaltext]W:Mr.Kim.Lotsofpeoplearesufferingfrombeingunableto
A、Peoplearedrivingcarswithelectricity.B、Scientistsareproducingcleanere
A、ThePolishpeoplecannowspendtheirleisuretoneinvariousways.B、ThePoli
随机试题
Duringthelastfewyears,therehasbeenan【B1】______increaseinthenu
《建筑灭火器配置设计规范》(GB50140)不适用于生产或储存()。A.炸药
()组织享有名称权,有权依法决定、使用、变更、转让或者许可他人使用自己的名
人体实验应该得到受试者完全知情同意,并在没有任何压力和自愿的状态下进行,这一原则
甲苯咪唑的抗虫作用机制是A、使虫体神经-肌肉去极化,引起痉挛和麻痹 B、抑制虫
下列药物中,属于抗代谢药的是A.白消安 B.阿糖胞苷 C.长春新碱 D.放
2013年3月末,金融机构人民币各项贷款余额65.76万亿元,同比增长14.9%
心理咨询师在咨询中没有使用的技术是( )A、自我开放 B、对峙技术
A.复方鱼腥草片 B.锡类散 C.黄氏响声丸 D.玄麦甘桔颗粒 E.口炎
拱式桥与同跨径的梁式的桥上部结构相比,其弯矩和变形要小很多,原因在于()的
最新回复
(
0
)