首页
登录
职称英语
It can be argued that much consumer dissatisfaction with marketing strategie
It can be argued that much consumer dissatisfaction with marketing strategie
游客
2024-01-13
34
管理
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。
转载请注明原文地址:https://tihaiku.com/zcyy/3359331.html
相关试题推荐
Consumersshoulddo______thansimplycomplainaboutthepoorqualityofgoods.A、
Consumersshoulddo__________thansimplycomplainaboutthepoorqualityofgood
Itcanbearguedthatmuchconsumerdissatisfactionwithmarketingstrategie
Itcanbearguedthatmuchconsumerdissatisfactionwithmarketingstrategie
So-calledenvironmentalistshavearguedthattheproposedGoldenLakeDevelopmen
Manyconsumersareconcernedabouttheecologicaleffectsofwastefulpackaging.
Today’slowgasolinepricesmakeconsumerswillingtoindulgetheirpreferencef
Lightutilitytruckshavebecomepopularamongconsumerswhobuythemprimarily
Arandomsampleofshoppersrespondedtothequestionscontainedinamarketing
FilmProsellsmillionsofvideocassettesdirectlytoconsumersat$25apiecefor
随机试题
American’sLeisureActivitiesLeisureactivities【T1】______.Bothmenand
Touristsdon’thavetobookahotelreservationinadvance.[br][originaltext]
Whatisthemeaningrelationshipbetweenflowerandtulip?A、Polysemy.B、Homonymy
StrategicallysituatedinShanghai’smostprosperousandwellconnectedcentral
下列哪一条是队列研究的缺点()A.样本代表性差,易产生选择性偏倚 B.不能计
嫦娥三号卫星已于2013年12月2日凌晨1:30分在四川省西昌卫星发射中心成功发
破伤风梭菌A.牛乳培养基中“汹涌发酵”B.能产生毒性最强的毒素C.能引起机体强直
下列药物中属于DIC早期最常用抗凝药物的是A.阿司匹林 B.枸橼酸钠 C.肝
2018年江苏第一、二、三产业增加值分别为4142亿元、41248亿元和4720
投资项目决策分析与评价的基本要求包括贯彻落实科学发展观、资料数据准确可靠和()
最新回复
(
0
)