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 die recession—some companies are taking a different policy, and tryi
Never mind the fight to get people to open their wallets in die recession—some companies are taking a different policy, and tryi
admin
2021-12-15
78
问题
Never mind the fight to get people to open their wallets in die 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 (爆饮) sport fans. OfficeMax, 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 offices 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 die 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.
According to the passage, companies in America begin to attract female consumers in order to
选项
A、open customers’ purses
B、increase their sales
C、make women happy
D、make companies fight with each other
答案
B
解析
由题干中的companies in America和female consumers定位到第一段最后一句。细节辨认题。定位句指出,美国的一些公司为了提高销量已经开始量身打造为吸引女性而特别制造的产品和广告宣传信息,故B)正确。
转载请注明原文地址:https://kaotiyun.com/show/GDx7777K
0
大学英语六级
相关试题推荐
OfficialsattheWhiteHouseannouncedanewspacepolicyfocusedonmanagingtheincreasingnumberofsatellitesthatcompanies
A、Clearerroadsigns.B、Morepeopledrivingsafely.C、Strictertrafficrules.D、Moreself-drivingtrucksontheroad.B细节推断题。女士在
A、Herpreviousdebthadn’tbeenclearedyet.B、Hercredithistorywasconsideredpoor.C、Shehadapparentlyaskedfortoomuch.
A、Granttheemployeesalongholidaytorelax.B、Hiremoreemployeestoincreaseproductivity.C、Preparesometelevisionsforem
PresidentObamahasbeentakingsomeheatintechnologycirclesovercommentshemadeatacommencementaddressovertheweekend
PresidentObamahasbeentakingsomeheatintechnologycirclesovercommentshemadeatacommencementaddressovertheweekend
指南针的发明,促进了中国人的航海(navigation)事业。中国人配合对潮汐、季风(monsoon)等的观察,在航海中创造了一套实用性很强的导航技术(navigationtechnology)。正是凭借这样的导航技术,才出现了像郑和下西洋(Zheng
A、Participationinsportsisrelevanttopositiveeffects.B、Participationinsportsincreasesfemalecollegeattendance.C、Part
A、Itrequirestoomuchtravelingtodifferentcities.B、Itlimitsinteractionamongstudents.C、Itwillincreaseclasssize.D、I
随机试题
长期使用广谱抗生素可引起
男,1岁半,其基础代谢所需热量占总热量的比例为
下列属于项目经理对所属各施工队考核内容的是( )。
2012年5月,具有通信工程施工总承包一级资质的A施工单位,承接了500个基站的设备安装任务,每个基站工程造价15万元,合同工期90天。设备及材料由建设单位采购,施工单位负责从仓库运至相应站点。项目部编制了施工组织设计,建设单位批准后,工程按计划进行。开
教育法规和教育政策都决定于上层建筑,具有共同的目的。()
恩格斯曾指出:社会上一旦有技术上的需要,则这种需要会比十所大学更能把科学推向前进。这段话主要说明()。
一、注意事项1.中论考试与传统的作文考试不同,是分析驾驭材料的能力与表达能力并重的考试。2.仔细阅读给定的资料,按照后面提出的“作答要求”依次作答。二、给定资料1.农业污染已占全国污染的半壁江山。根据第一次全国污染源普查结果显
若函数f(x)满足方程f"(x)+f’(x)一2f(x)=0及f"(x)+f(x)=2ex,则f(x)=_________。
______doeshewritewell,______healsospeakswell.
WhatistrueaboutTom?
最新回复
(
0
)