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
Never mind the fight to get people to open their wallets in the recession—some companies are taking a different policy, and tryi
Never mind the fight to get people to open their wallets in the recession—some companies are taking a different policy, and tryi
admin
2015-11-16
42
问题
Never mind the fight to get people to open their wallets in the recession—some companies are taking a different policy, and trying to get customers to open their purses instead. In America, where female consumers make more than 80% of discretionary(随意的)purchases, companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales.
Frito-Lay, a snack-food company owned by PepsiCo, has launched a campaign called "Only In A Woman’s World" to convince women that crisps and popcorn are not just for male, beer-guzzling(暴饮)sport fans. OfficeMan, American second-largest office-supplies company, has redesigned its notebooks and file-holders to appeal to women and has run advertisements that encourage women to make their office more colorful. For the first time, McDonald’s was a sponsor of New York Fashion Week in February, promoting a new line of hot drinks to trendsetting women.
Eric Almquist, head of global consumer insights for Bain & Company, says he is surprised it has taken a recession to get companies to focus on women. After all, it is hardly news that they control the vast majority of consumer spending.(They buy 90% of food, 55% of consumer electronics, and most of the new cars.)But the recession has prompted companies to rethink their approach. SheSpeaks that helps companies including Citibank and Philips reach women consumers, has tripled its number of clients since the recession began. Some women’s magazines, too, are benefiting as companies that had never before expressed interest in advertising with them are now doing so.
Aside from their greater purchasing power, women are valuable customers for three reasons. First, they are loyal, says Marti Barletta, author of Marketing to Women, and more likely to continue to buy a brand if they like it. Second, women are more likely than men to spread information about products they like through word of mouth and social-networking sites. Third, most of the lay-offs so far in America have been in male-dominated fields, like manufacturing and construction. This means women may bring home a greater share of household income in the months ahead and have even more buying power.
But marketing to women may not work for every company. In particular, for firms(such as some carmakers)with brands that are regarded as strongly male, " gender bending", or trying to attract the opposite sex, could enhance short-term sales but cause a longer-term decline. Jill Avery of the Simmons School of Management in Boston researched this trend with cars. When Porsche released a sport-utility vehicle designed for women, sales temporarily increased, but men started to move away from the brand, on the basis that it had compromised its masculine image. But in this recession, having a tarnished(有缺点的)brand is better than having no brand at all.
What can we learn from Paragraph 4?
选项
A、Most of the lay-offs so far in America have been in female-dominated fields.
B、Men have greater purchasing power than women.
C、Women in America may earn more than men during the recession period.
D、Men are more likely to propagate products they like than women.
答案
C
解析
根据第四段可知,除了她们更为巨大的购买力,女性成为重要顾客有以下三个原因。第一,她们很忠实;第二,她们比男性更容易通过口头和社交圈传播她们喜欢的产品信息;第三,到目前为止,美国的大多数下岗工人集中:在男性主导的领域,如制造业和建筑业。这就意味着在未来的几个月里,女性会把更多的家庭收入拿回家并且有更大的购买力。因此C)正确。
转载请注明原文地址:https://kaotiyun.com/show/FiQ7777K
0
大学英语六级
相关试题推荐
Economistsusuallystudymarkets.Now,twoAmericanshavewontheNobelPrizeineconomicsfornotstudyingmarkets.Theywills
Economistsusuallystudymarkets.Now,twoAmericanshavewontheNobelPrizeineconomicsfornotstudyingmarkets.Theywills
Economistsusuallystudymarkets.Now,twoAmericanshavewontheNobelPrizeineconomicsfornotstudyingmarkets.Theywills
Economistsusuallystudymarkets.Now,twoAmericanshavewontheNobelPrizeineconomicsfornotstudyingmarkets.Theywills
ABritishstudyhasfoundthatBvitaminscanreducebrainshrinkageinolderpeoplewithmildmemoryloss.It【B1】______thatBv
A、Itrisksthehealthygrowthofchildren.B、Itmakesweddingstooexpensivetopreparefornewcouples.C、Itmakespeoplefeel
Itcouldbepossibletolearnnewskillswhileyousleep,accordingtoAmericanscientists.ResearchersatYaleUniversityinves
Itcouldbepossibletolearnnewskillswhileyousleep,accordingtoAmericanscientists.ResearchersatYaleUniversityinves
Itcouldbepossibletolearnnewskillswhileyousleep,accordingtoAmericanscientists.ResearchersatYaleUniversityinves
随机试题
以下哪个部门应当对施工图设计文件中涉及公共利益、公众安全、工程建设强制性标准的内容进行审查?
[2014年,第119题]下列情形中,作出行政许可决定的行政机关或其上级行政机关,应当依法办理有关行政许可的注销手续的是()。
输水管道的直径为200mm,输水量为1177kN/h(重量流量),其断面平均流速为()。
以下关于外国政府贷款表述错误的是()。
关于建设工程合同订立程序的说法,正确的是()。
下列关于期权交易基本策略的说法,不正确的有()。
我国的货币政策目标是()。
企业支付的税款滞纳金应当计入()。
某公司新上任的人力资源部王经理,在一次研讨会上获得了一些他自认为不错的其他企业的培训经验,回来后就向公司主管领导提交了一份全员培训计划书,要求对公司全体人员进行为期一周的脱产计算机培训,以提升全员的计算机操作水平。不久,该计划书就获批准,公司还专门下拨十几
母亲因为我太不听话了,白天总是在外游玩,不肯规规矩矩地坐在家里,她就给我一件苦功做:每天吃了早饭,就到茶园里去采茶。从我家到茶园有二里多路,中饭是用小篮子盛着,着人送去的,我和嫂嫂还有许多采茶女,都要黄昏时候才能回家。我没有采茶的经验,
最新回复
(
0
)