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  3. It can be argued that much consumer dissatisfaction with marketing strategies arises from an inability to aim advertising at onl

It can be argued that much consumer dissatisfaction with marketing strategies arises from an inability to aim advertising at onl

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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.
The passage supports which of the following statements about demographic characteristics and marketing?
选项 A、Demographic research is of no use in determining how successful a product will be with a particular group of consumers.
B、A program audience is usually composed of people with similar demographic characteristics.
C、Psychological factors are more important than demographic factors in defining a market segments.
D、Consumers with similar demographic characteristics do not necessarily form a meaningful program target.
E、Collecting demographic data is the first step that marketers take in designing a marketing program.
答案D
解析 哪一点关于人口特征和营销关系的说法符合原文?A．“no use”太过分，文中无。B．项目观众通常由相似特征的人组成。说反了，组成观众的人特征相差很大。C．“psychological factors”文中无。D．正确。有相似人口统计学特征的消费者不一定会组成有意义的项目目标。见原文L45—48。E．文中未提收集这些数据的问题。
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