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  3. Marshall Field’s, a department store in Chicago, has long used the motto(座右铭

Marshall Field’s, a department store in Chicago, has long used the motto(座右铭

游客2025-03-12  25
问题     Marshall Field’s, a department store in Chicago, has long used the motto(座右铭): "Give the lady what she wants. " Finding out what the customer wants is one of the problems marketing research tries to solve. Marketing research has been defined as trying to analyze marketing problems scientifically. It studies people as buyers and sellers, examining their habits, attitudes, preferences, dislikes, and purchasing power. It often studies specific groups of people, such as teenagers, high-income groups, or senior citizens. Marketing research also investigates distribution systems, pricing, promotion, product design, packaging, brand names, and almost every aspect of the seller-buyer relationship.
    Marketing research is divided into number of sub-areas. Advertising research attempts to find out the effectiveness of advertising. It also seeks to learn the best media for advertising specific products: television, newspapers, radio, magazines, billboards, and others. Market analysis tries to identify and measure markets for specific products and to estimate sales potential. Markets may be differentiated by population groups or by geography. Some types of clothing are more likely to sell in Florida and California than in the northern Midwest. Some cosmetics(化妆品)will appeal more to black customers than to white customers. Performance analysis helps a company learn how well it is meeting its goals of sales and profits. Product research covers the whole area of new-product development. Marketing research is an expensive undertaking, and its costs are built into the prices of products. [br] As far as advertising is concerned, television______.
选项 A、is the best medium for direct advertising
B、is the best medium for indirect advertising
C、is a suitable medium only for certain goods
D、is the quickest and cheapest means of advertising
答案 C
解析 本题为事实细节题，提问的是就广告效应而言，下列关于电视的哪项论述是对的。第二段指出，广告研究的目的在于找到最有效的广告手段，也研究为某种产品做广告的最佳媒体。由此推断，电视与其他媒体一样，不是所有产品的最佳广告媒体，因此选项C)“电视只适合某些产品的促销”为正确答案。
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