首页
登录
职称英语
Never mind the fight to get people to open their wallets in the recession—so
Never mind the fight to get people to open their wallets in the recession—so
游客
2023-08-21
36
管理
问题
Never mind the fight to get people to open their wallets in the 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(暴饮)sport fans. OfficeMan, 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 office 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 the 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 their purses
B、increase their sales
C、make women happy
D、make companies fight with each other
答案
B
解析
由题干关键词in America和female consumers定位到第一段最后一句。该句指出,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/2943589.html
相关试题推荐
[originaltext](23)FewpeoplecanstandforthespiritofearlierAmericaasmu
[originaltext]Naturaldisastersaffectpeopleatalllevels.(20)Theexperienc
[originaltext]Naturaldisastersaffectpeopleatalllevels.(20)Theexperienc
[originaltext]Naturaldisastersaffectpeopleatalllevels.(20)Theexperienc
[originaltext]Manypeopledislikewalkingtothebank,standinginlonglinesa
[originaltext]W:Hi.M:Hi,I’mgoingdoortodoortonighttotellpeopleabout
[originaltext]W:Hi.M:Hi,I’mgoingdoortodoortonighttotellpeopleabout
[originaltext]IntheUnitedStates,manypeopleoncelivedinlarge,twoandth
[originaltext]IntheUnitedStates,manypeopleoncelivedinlarge,twoandth
Whenmostpeoplethinkoftheword"education,"theythinkofapupilasas
随机试题
Ecologistshadassumedthattreesintheconsistentlywarmtropicsgrewata
Whatisthemaintopicofthetalk?[originaltext]Isyourfamilyinterested
ForBECVantage,candidatesarerequiredtoproducetwopiecesofwriting:
财产保险的可保利益范围通常包括()。A.经营者对合法的预期利益有可保利益
随着国际互联网的普及,随着电子病历和远程医疗的逐步实用化,病人的医疗信息不再仅属
关于胎儿电子监护,提示胎儿缺氧的是( )A.胎动时胎心加速 B.早期减速
下列叙述正确的是A.麻黄碱遇碘化汞钾生成沉淀 B.麻黄碱主要用于治疗慢性轻度支
左边给定的是纸盒的外表面,下面哪一项不能由它折叠而成? A.如上图所示 B.
男,25岁,头外伤昏迷5分钟后清醒。送医院途中再度陷入昏迷,伴呕吐。体检:浅昏迷
最新回复
(
0
)