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
2024-03-07
45
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] According to the passage, companies in America begin to attract female consumers in order to________.
选项
A、open customers’ purses
B、increase their sales
C、make women happy
D、make companies fight with each other
答案
B
解析
由题干中的companies in America和female consumers定位到第一段最后一句。细节辨认题。定位句指出,美国的一些公司为了提高销量已经开始量身打造为吸引女性而特别制造的产品和广告宣传信息,故B正确。
转载请注明原文地址:https://tihaiku.com/zcyy/3512290.html
相关试题推荐
[originaltext]Somepeoplechoosetotightlygraspthepastandstaystucki
[originaltext]Somepeoplechoosetotightlygraspthepastandstaystucki
[originaltext]Somepeoplechoosetotightlygraspthepastandstaystucki
[originaltext]Ibelievethatoneofthebestwaystoconnectwithpeoplean
[originaltext]Whencaughtinpouringrainwithoutanumbrella,mostpeople
[originaltext]Whencaughtinpouringrainwithoutanumbrella,mostpeople
[originaltext]W:Mr.Kim.Lotsofpeoplearesufferingfrombeingunableto
[originaltext]W:Mr.Kim.Lotsofpeoplearesufferingfrombeingunableto
[originaltext]W:Mr.Kim.Lotsofpeoplearesufferingfrombeingunableto
A、Treescanprotectcropsfromwind.B、Cropsgrowingontreeshelpfeedpeople.
随机试题
Gmail(GoogleEmail)NoticeSubject:YourGmailaccounth
THELIFECYCLEOFASTARIthasbeenconservativelyestim
道德与社会经济的关系应如何把握?
目前的回弹测虽曲线不适应下列哪些情况()A.特殊混凝土 B.浸水混凝土 C
医院内感染常规监测中下列哪项是错误的()A.医院内感染高危科室高危人群监测
西红花药材的主产地是A:西藏B:西班牙及希腊C:马来西亚,新加坡D:越南,
4、工作许可人应是经车间(工区、公司、中心)生产领导书面批准的有一定工作经验的运
危机处理是指突如其来的一个事件爆发以后,政府怎么处理,怎么应对。危机管理则更全面
简述现代企业人力资源管理各个历史发展阶段的特点。
消渴病并发中风偏瘫的机理是A.虚热炽热,痰阻经络 B.肾阴亏损,精血不足 C
最新回复
(
0
)