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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  32
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 passage suggests that which of the following is true about the marketing of industrial products like those discussed in the second paragraph?
选项 A、The market segment and program target are identical.
B、Mass marketing is the only feasible way of advertising such products.
C、The marketing program cannot be directed specifically to the program target.
D、More customers would be needed to justify the expense of direct selling.
E、The program audience would necessarily be made up of potential customers, regardless of the marketing approach that was used.
答案 A
解析 哪一个和文中第二段所说的产品营销方式一致?第二段所讲，即直销的方式。A．正确。市场部分和项目目标一致，直销的特点即第一段所讲三组人合为一体。B．“mass marketing”和直销的方式对立。C．不能直指项目目标。直销恰恰可以做到此点。D．判断直销的花费，需更多消费者。无。E．“program audience”应由潜在顾客组成，不管推销手段如何。文中未提。
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