首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
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
admin
2014-09-18
47
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。
转载请注明原文地址:https://kaotiyun.com/show/CgtO777K
本试题收录于:
GMAT VERBAL题库GMAT分类
0
GMAT VERBAL
GMAT
相关试题推荐
Ayoungster’ssocialdevelopmenthasaprofoundeffectonhisacademicprogress.Kidswhohavetroublegettingalongwiththeir
Normallyastudentmustattendanumberofcoursesinordertograduate,andeachcoursewhichheattendsgiveshimagradewhic
______English,sheisstudyingJapaneseandFrench.
WhentheUnitedStatesCongresscreatedYellowstoneNationalParkin1872,thegoalwastosetasideaplacewhereAmericanscou
Withthepossibleexceptionofequalrights,perhapsthemostcontroversialissueacrosstheUnitedStatestodayisthedeathpe
SpeakerA:Howiseverythinggoingwithyou?SpeakerB:______
Waterprobleminthefuturewillbecomemoreintenseandmorecomplex.Ourincreasingpopulationwilltremendouslyincreaseurba
Throughoutthepastcenturyhumanitydideverythinginitspowertocontrolnature.Wedammedearth’srivers,choppeddownthef
Itwaswhileshewassleepinginherbedroom______athiefbrokeintothehouse.
随机试题
Whenitcomestoeatingsmartforyourheart,thinkingaboutshort-termfixesandsimplifylifewithastraightforwardapproach
有关医院感染的描述,错误的是
A、肉苁蓉B、当归C、何首乌D、天冬E、麦冬既补肾助阳,又润肠通便的药物是
高速公路技术状况评定对路面抗滑性能的最低检测频率要求为()。
甲公司合法取得该地块的土地使用权,应()。甲公司转让商场时,应当()。
等于()。
( )的作用之一是使项目管理人员一直清楚地了解合同实施情况,对合同实施的现状、趋向和结果有一个清醒的认识。
在国际航空货物运输中,承运鲜活易腐货物前必须查阅LAR的第七部分:关于各个国家对鲜活易腐物品进出口、转口的运输规定,例如机场能否提供冷库等等,确定无误后方可承运。
形成房地产供给的条件有()。
Sincewearesocialbeings,thequalityofourlives【S1】______inlargemeasureonourinterpersonalrelationships.Onestrength
最新回复
(
0
)