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
1 Some consumer researchers distinguish between so-called rational motives and emotional (or non-rational) motives. In a mark
1 Some consumer researchers distinguish between so-called rational motives and emotional (or non-rational) motives. In a mark
admin
2010-03-25
88
问题
1 Some consumer researchers distinguish between so-called rational motives and emotional (or non-rational) motives. In a marketing context, the term rationality implies that the consumer selects goals based on totally objective criteria, such as size, weight, price, or miles per gallon. Emotional motives imply the selection of goals according to personal or subjective criteria (the desire for individuality, pride, fear, affection and status).
2 The assumption underlying this distinction is that subjective or emotional criteria do not maximize utility or satisfaction. However, it is reasonable to assume that consumers always attempt to select alternatives that, in their view, are to maximize satisfaction. Obviously, the assessment of satisfaction is a very personal process, based upon the individual’s own need structure as well as on past behavioral, social, and learning experiences. What may appear as irrational to an outside observer may be perfectly rational within the context of the consumer’s own psychological field. For example, a product purchased to enhance one’s self-image (such as a fragrance) is a perfectly rational form of consumer behavior. If the behavior did not appear rational to the person who undertakes it at the time that it is undertaken, obviously he or she would not do it. Therefore the distinction between rational and emotional motives does not appear to be warranted.
3 Indeed, some researchers go so far as to suggest that emphasis on "needs" obscures the rational, or conscious, nature of most consumer motivation. They claim that consumers act consciously to maximize their gains and minimize their losses; that they act not from subconscious drives but from rational preferences, or what they perceive to be in their own best interests.
4 Marketers who agree with this view are reluctant to spend either time or money to uncover subconscious buyer motives. Instead, they try to identify problems that consumers experience with products then on the market. For example, instead of trying to identify any special needs that consumers may have for dog food, the marketer will try to discover any problems that consumers are experiencing with existing brands of dog food. If the marketer discovers that many dog foods leave an unpleasant odor in the refrigerator, he or she can develop a new product that solves this consumer problem and then run advertisements that announce to dog owners that the new product does not impart unpleasant odors. Thus, rather than address consumers’ expressed needs, such marketers attempt to discover and solve consumers’ problems and thereby achieve market success.
The author seems to suggest getting to know ______ is critical to market success.
选项
A、consumers’ problems
B、consumers’ motives
C、consumers’ experience
D、consumers’ needs
答案
A
解析
本题为细节理解题。据第4段最后1句可知。
转载请注明原文地址:https://kaotiyun.com/show/EFqO777K
0
专业英语八级
相关试题推荐
Mostgiftedpeopleareambitiousforitisnaturalforaveryablemantorequirescopeforhisabilitiesandtowantthoseabil
Afteradecades-longsearchforamanageablebalancebetweenmotherhoodandcareer,agroupofAmericanwomenhavefoundworkin
Afteradecades-longsearchforamanageablebalancebetweenmotherhoodandcareer,agroupofAmericanwomenhavefoundworkin
EmmaWaydidnotbecomeafigureofcontemptforBritishcyclistsbecauseshenudgedTobyHockleyoffhisbicycleandintoahed
A、Artsandculture.B、Internationalnews.C、Crimeinvestigation.D、Humanintereststories.C
Speakingtwolanguagesratherthanjustonehasobviouspracticalbenefitsinanincreasinglyglobalizedworld.Butinrecentye
NewsReport:Robotshavenotonlyledtothedisappearanceofsomeposts,butareforcinglowerwagesonhumanlaborers.Howcan
A、Shedrovethewrongwayonfreewaysandcausedanaccident.B、Sherandownsixpeopleindrunkdrivingona"girls’nightout"
AtthebeginningofthepassagethewritersoundscriticalofThefollowingadjectivescanbesuitablyappliedtoCookeEXCEPT
TheprimarypurposeoftheUSanti-smokinglegislationis
随机试题
亚里士多德把一人掌权的正常国家称为______。
小儿体表面积计算与成人的不同点是
全口义齿基托与唾液或黏膜与唾液之间产生的吸力称为
胰岛β细胞瘤饱食或高糖饮食后
用人单位应当自用工之日起()日内为其职工向社会保险机构申请办理社会保险登记。(2016年)
甲公司与乙公司订立的买卖合同约定:甲公司向乙公司购买西服价款总值为9万元,甲公司于8月1日前向乙公司预先支付货款6万元,余款于10月15日在乙公司交付西服后2日内一次付清。甲公司以资金周转困难为由,未按合同约定预先支付货款6万元。10月15日,甲公司要求乙
东兴公司是一家大型对外贸易国有企业,最近公司分管人力的党委书记张东总能听到人力资源部门的工作人员抱怨时间不够用,单位人事工作忙得焦头烂额,还经常得不到理解甚至“背黑锅”。这边人事经理整日被总经理催着要公司下一年的用人计划、培训计划、干部队伍建设计划以及相关
若变量x,y满足y≤1,x+y≥0,x一y一2≤0,若实数z是2x和一4y的等差中项,则z的最大值等于()。
最简捷有效的影响儿童身心发展的方式是()
垄断资本主义的实质是()
最新回复
(
0
)