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  3. "When a customer enters my store, forget me. He is king", claimed John Wanam

"When a customer enters my store, forget me. He is king", claimed John Wanam

游客2024-05-07  20
问题     "When a customer enters my store, forget me. He is king", claimed John Wanamaker, who in 1876 turned an abandoned railway store in Philadelphia into one of the world’s first department stores. This revolutionary concept changed the face of retailing and led to the development of advertising and marketing as we know it today.
    But compelling as that slogan was, in truth the shopper was cheated of the crown. Although manufacturing efficiency boosted the variety of goods and lowered prices, advertising provided most information about products. Through much of the past century, ads spoke to a captive audience confined to just a few radio or television channels or a limited number of publications. Now media choice has exploded too, and consumers select what they want from a far greater variety of sources-- especially with a few clicks of a computer mouse. Thanks to the internet, the consumer is finally seizing power.
    As our survey in this issue shows, consumer power has profound implications for companies, because it is changing the way the world shops. Many firms already claim to be "customer-driven or consumer-centric". Now their claims will be tested as never before. Trading on shoppers’ ignorance will no longer be possible: people will know-- and soon tell others, even those without the internet-- that prices in the next town are cheaper or that certain goods are inferior. The internet is working wonders in raising standards. Good and honest firms should benefit most.
    But it is also intensifying competition. Today, window shopping takes place online. People can compare products, prices and reputations. They can read what companies say about products in far greater detail, but also how that matches up with the opinions of others, and-- most importantly of all-- discover what previous buyers have to say. News, groups and websites constantly review products and services.
    This is changing the nature of consumer decisions. Until recently, consumers usually learned about a product and made their choice at the same time. People would often visit a department store or dealership to seek advice from a salesman, look at his recommendations and then buy. Now, for many, each of these steps is separate. For instance, Ford is finding that eight out of ten of its customers have already used the internet to decide what car they want to buy-- and what they are willing to pay-- even before they arrive at a showroom. When that happens consumers will truly be kings, and only those firms ready and able to serve these new monarchs will survive. [br] Trading on shoppers’ ignorance will be impossible because
选项 A、firms have decided to be honest to shoppers.
B、shoppers are becoming cleverer than before.
C、shoppers have full information about goods and prices through internet.
D、shoppers are protesting against trading on their ignorance.
答案 C
解析 本题问“为什么利用消费者的无知做生意的历史椅一去不复返”。由关键词"trading on shoppers’ ignorance"可定位相关部分在文中第三段三行处。文中提到"Trading on shoppers’ ignorance will no longer be possible：people will know —and soon tell others，even those without the internet —that prices in the next town are cheap
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