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
71
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
Thesinglemostimportantfactorthatcontributestosuccessiswhatyoudoeverysingleday.Itisassimpleasthat.Youhabit
Aroundoneinahundreddeathsworldwideisduetopassivesmoking,whichkillsanestimated600,000peopleayear,WorldHealth
Aroundoneinahundreddeathsworldwideisduetopassivesmoking,whichkillsanestimated600,000peopleayear,WorldHealth
Longbeforerecordedhistory,ourancestorswerebathingforpleasureandhealth.Manhasfoundmanyinterestingwaystotakehi
EveryoneseemstohateAmerica’slateststabatimmigrationreform,whichwentbeforethefullSenatethisweek.Immigrantgroup
IusedtoboastthatBritainwasarelativelyuncorruptsociety.LookatFrance,Iwouldsay,whereahighproportionofrecent
Americaissaidtohavethemostsuccessfuleconomicsysteminhistory.Butsometimesitbreaks.Sotoodothebigbanks,themo
EatingouthasbecomeasAmericanasapplepie,butforthosemanningthekitchen,restaurantworkisanythingbutanAmericand
Fiftyyearsago,RobertSolowpublishedthefirstoftwopapersoneconomicgrowththateventuallywonhimaNobelprize.Celebr
父亲是个胖子,走过去自然要费事些。我本来要去的,他不肯,只好让他去。我看见他戴着黑布小帽,穿着黑布大马褂,深青布棉袍,蹒跚地走到铁道边,慢慢探身下去,尚不大难。可是他穿过铁道,要爬上那边月台,就不容易了。他用两手攀着上面,两脚再向上缩,他肥胖的身子向左微倾
随机试题
Therewereathousandreasonsnottostop.Iwasrunninglateforaveryimportant...well,whateveritwasthatIwasrunning
血浆总磷脂中含量最多的是
最早应用的移植是
甲乙丙丁4人组成一个运输有限合伙企业,合伙协议规定甲、乙为普通合伙人,丙、丁为有限合伙人。某日,丁为合伙企业运送石材,路遇法院拍卖房屋,丁想替合伙企业竞买该房,于是以合伙企业的名义将石材质押给徐某,借得20万元,竞买了房子。徐某的债权若得不到实现,应当向谁
企业采用重置成本、可变现净值、现值和公允价值计量的,应当保证所确定的会计要素金额能够取得并可靠计量。()
根据以下资料,回答以下题。2013年10月份,社会消费品零售总额21491亿元,同比名义增长13.3%。其中,限额以上企业(单位)消费品零售额10579亿元,增长12.4%。1~10月份,社会消费品零售总额190308亿元,同比增长13.0%。按经
Vi8ualFoxPro0的项目文件的扩展名是______。
有如下语句序列:Dima,bAsIntegerPrintaPrintb执行以上语句序列,下列叙述中错误的是
Oneafternoon,whenthelessonswereover,JohnandMikeGreendidn’tgohome.They(11)inschooltohelptheirteacher.The
Itmaycomeasasurprisetomanyanexhaustedmotherorfather—butthinkingaboutyourchildrencouldimproveyourmemory,ast
最新回复
(
0
)