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  3. 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  36
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] Which of the following best exemplifies the situation described in the last two sentences of the passage?
选项 A、A product suitable for women age 21 -30 is marketed at meetings attended only by potential customers.
B、A company develops a new product and must develop an advertising campaign to create a market for it.
C、An idea for a specialized product remains unexplored because media exposure of the product to its few potential customers would be too expensive.
D、A new product is developed and marketers collect demographic data on potential consumers before developing a specific advertising campaign.
E、A product suitable for men age 60 and over is advertised in a magazine read by adults of all ages.
答案 E
解析 哪一个和最后两句所述情况类似?总结最后两句：大部分营销计划不能指向项目目标，因此人们大量接触自己并不感兴趣的物品的推销，而变得生气。符合此点的只有E，对60多岁以上男人适用的产品的广告出现在各年龄成人都有可能读的杂志上。
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