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  3. A major aspect of many firms’ marketing strategies over the past decade hav

A major aspect of many firms’ marketing strategies over the past decade hav

游客2024-11-15  20
问题     A major aspect of many firms’ marketing strategies over the
past decade have been the development of new products.【M1】______
Consumer-product companies are launching nearly 30,000 new
products each year, according to the research firm Marketing
Intelligence Service(compared with only 2,689 in 1980). The
market has become saturated new brands, which often lack any【M2】______
significant advantages that can be used as the base of an【M3】______
advertising campaign. Moreover, companies increasingly depend【M4】______
on sales promotion to encourage consumers to try these brands.
Marketers are relying less on samples, coupons, rebates,【M5】______
premiums, and other innovatively promotional tools to achieve【M6】______
trial usage of their new brands and encourage repeat purchase.
Promotions are also important in getting retailers to allocate some
of their precious shelf space by new brands. The competition for【M7】______
shelf space for new products in stores is enormous. Supermarkets
carry an average of 30,000 products(compared with 13,067 in
1982). Retailers favor of new brands with strong sales promotion【M8】______
support will bring in more customers and boost their sales and【M9】______
profits. Many retailers require special discounts or allowances
from manufacturers just to handle a new product. These slotting
fees or allowances, which are discussed later in the chapter, can
make it expensive for a manufacture to introduce a new product.【M10】______ [br] 【M3】
选项
答案 base—basis
解析 词汇错误。此处考查的是近义词的辨析。base作名词，意思为“基地，基础”，也可作不及物动词，base on是固定搭配，意思为“根据……”，basis作名词，意思为“基础”，固定搭配为on the basis of，意思为“基于……”。两者都可以表示“基础”但有细微差别，base表示实体可见的基地或基础：而basis表示抽象不可见的基础或基本准则。此处指的是“广告营销的基础”，所以应该用basis。
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