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
2023-08-04
24
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. 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 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] What is the main idea of the passage?
选项
A、Sales of American companies are declining due to the recession.
B、Men are not satisfied with the promotion to female customers.
C、Recession-hit companies target female customers.
D、American women have more purchasing power than men now.
答案
C
解析
由题干中的main idea of the passage可综观全文。主旨大意题。从全文来看,本文说的是在金融危机面前,美国一些受危机影响的公司把营销目标转向了女性消费者,由于女性在这场危机中所受的影响相对来说轻于男性,因此他们推出了专为女性设计的商品以提高公司产品的销量。因此C为答案。
转载请注明原文地址:https://tihaiku.com/zcyy/2896034.html
相关试题推荐
[originaltext]W:Hmm,hi.M:Hi,Iamgoingdoortodoortonighttotellpeople
[originaltext]W:Hmm,hi.M:Hi,Iamgoingdoortodoortonighttotellpeople
[originaltext]W:Hmm,hi.M:Hi,Iamgoingdoortodoortonighttotellpeople
[originaltext]W:Hmm,hi.M:Hi,Iamgoingdoortodoortonighttotellpeople
[originaltext]W:Hmm,hi.M:Hi,Iamgoingdoortodoortonighttotellpeople
[originaltext]Theyoungpeoplewhotalkofthevillageasbeing"dead"are
[originaltext]IntheUnitedStates,manypeopleoncelivedinlarge,two-an
[originaltext]IntheUnitedStates,manypeopleoncelivedinlarge,two-an
[originaltext]IntheUnitedStates,manypeopleoncelivedinlarge,two-an
[originaltext]Yuppiesareyoungpeoplewhoearnalotofmoneyandlivein
随机试题
是什么使教师与众不同?能够深深影响我们一生的教师,必然是那些能够超越自己的职务范围,负起日常工作以外的职责的教师。(81)令我们最长久怀念,
[A]abolish[B]accelerate[C]ambiguity[D]bring[E]dispense[F]evidence[G]expenditure
多环芳烃(PAH)类物质与人类健康关系非常密切,可对人类造成如致突变、致癌等多种
利害关系人认为不动产登记簿记载的事项错误,权利人不同意更正的,利害关系人可以申请
男,32岁,车祸致胸椎骨折后截瘫1年,形成3个压疮,双骶髂关节外露各形成创面约2
下列关于成本法的说法中,正确的是()。A.成本法作为一种辅助方法,主要原因是企业
前列腺增生症病人发生急性尿潴留,应首先()A.膀胱穿刺 B.导尿并
教育对文化发展的作用主要体现在( )A.保存和传递文化 B.选择和整理文化
下列行为中,不享受车辆购置税优惠政策的有()。A.个人购置的属于《新能源汽
工程竣工验收报告的附有文件包括( )。A.施工许可证 B.施工单位签署的工程
最新回复
(
0
)