It can be argued that much consumer dissatisfaction with marketing strategie

游客2024-01-13 61

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 occasionally 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 highspeed 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 in- to a meaningful program target. There are substantial differences among consumers with similar demographic characteristics. Even with all the past decade’ s advances in information tech- nology, 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 in- terest and so they become annoyed. [br] The author mentions "trousers"(line 13)most likely in order to

选项 A、make a comparison between the program target and the program audience.
B、emphasize the similarities between the market segment and the program target.
C、provide an example of the way three groups of consumers are affected by a marketing program.
D、clarify the distinction between the market segment and the program target.
E、introduce the concept of the program audience.

答案 D

解析作者在L13提到“裤子”，是为了：A．比较“项目目标”和“项目观众”，不符原文。B．强调“市场部分”和“项目目标”的相似性。正相反。C．“三组消费者”，在原文L12—15尚没有把三组说全。D．正确。明确“市场部分”和“项目目标”的区别。符合原文。E．引进“项目观众”概念。位置不对。

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