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
51
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.
The author provides the example of McDonald’s in Paragraph 2 in order to show that________.
选项
A、McDonald’s began to be engaged in the fashion line
B、McDonald’s was willing to support New York Fashion Week
C、hot drinks were popular among women
D、McDonald’s began to focus on women to promote its products
答案
D
解析
由题干中的McDonald’s in Paragraph 2定位到第二段最后一句。推理判断题。定位句表明,麦当劳公司也首次成为在二月举行的纽约时装周的赞助商,向那些喜欢创新潮流的女士们推销一款新的热饮产品。因此麦当劳公司的真正目的是把产品的促销攻势转向女性消费者,故D)表述正确。
转载请注明原文地址:https://kaotiyun.com/show/LDx7777K
0
大学英语六级
相关试题推荐
A、Theydifferintheirappreciationofmusic.B、Theyfocustheirattentionondifferentthings.C、Theyfingerthepianokeysin
A、Herpreviousdebthadn’tbeenclearedyet.B、Hercredithistorywasconsideredpoor.C、Shehadapparentlyaskedfortoomuch.
A、Theirappreciationofhelpfromtheoutsiders.B、Theirsenseofsharingandcaring.C、Theirreadinesstoadapttotechnology.
PresidentObamahasbeentakingsomeheatintechnologycirclesovercommentshemadeatacommencementaddressovertheweekend
中国经济轻松回升到了政府制定的增长目标,然而投资者却喜忧参半。一方面,他们很高兴看到作为亚洲和拉美国家增长引擎(engine)的中国回归正轨。另一方面,他们又担心中国可能再次利用宽松的信贷政策(creditpolicy)保证增长,引发更深层次的问题。
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、Cooperationandconcession.B、Equalityandmutualbenefit.C、Exchangingdailynecessities.D、Introducingadvancedtechnology.
A、Launchinganinitiativetoincreasetheincomeofcoffeeproducers.B、Eliminatingilliteracyoncropproductionandmarketing
A、Itrequirestoomuchtravelingtodifferentcities.B、Itlimitsinteractionamongstudents.C、Itwillincreaseclasssize.D、I
随机试题
免疫应答的活化阶段是T、B淋巴细胞在接受抗原信号后发生的一系列阶段是
A.急性肠梗阻B.感染性休克C.肺炎高热D.慢性十二指肠瘘E.挤压综合征高钾血症的常见病因是
患者,女,31岁。经前或经期小腹胀痛拒按,经血量少,行而不畅,血色紫黯有块,块下痛暂减;乳房胀痛,胸闷不舒;舌质紫黯有瘀点,脉弦。辩证为
在社会主义市场经济条件下,我国投资宏观调控的方式以间接调控为主,其主要手段有()。
电话银行是通过()及人工服务应答方式为客户提供金融服务的。
陈老师所在的学校正在进行一项教育实验项目。一天,负责这个项目的叶教授来学校指导,旁听了陈老师的课。课后,陈老师与叶教授就这个项目进行了交流,还就班上晓丽的情况专门请教了叶教授。因为晓丽虽然学习很努力,学习成绩也很好,但是她似乎在与人交流方面存在一定的困难,
瓶子里装有浓度为21%的盐水500g,现在分别加入300g的盐水A和700g的盐水B后,瓶子里的盐水浓度变为19%。现已知所加的盐水A中所含盐分是盐水B的2倍,问盐水A的浓度为多少?
使用枪支的犯罪比其他类型的犯罪更容易导致命案。但是,大多数使用枪支的犯罪并没有导致命案。因此,没有必要在刑法中把非法使用枪支作为一种严重刑事犯罪,同其他刑事犯罪区分开来。上述论证中的逻辑漏洞,与以下哪项中出现的最为类似?
Wetriedtorestrictourconversationtoargumentsrelevanttothetopic.
A、Sonandmother.B、Customerandshopassistant.C、ClerkandbossD、Studentandteacher.B信息词bought和department可说明他们的关系是顾客和售货员。
最新回复
(
0
)