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
• Read the following article about the four Ps of the marketing mix and the questions that follow. • For each Question 15-20, ma
• Read the following article about the four Ps of the marketing mix and the questions that follow. • For each Question 15-20, ma
admin
2013-02-14
98
问题
• Read the following article about the four Ps of the marketing mix and the questions that follow.
• For each Question 15-20, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose.
The variety of smaller market segments within the consumer and business market is enormous, and the firm that is good at target marketing will have a valuable edge over its competitors. But identifying the market is only part of the task. The other basic element in any total marketing program is the marketing mix.
The marketing mix can be defined as the blend of product, price, promotion, and placement (or distribution) that satisfies the demands of the chosen market segment. The four Ps have to fit closely together. And, as we shall see, the key to effective marketing is the ability to adjust each of the four factors in response to the demands of the target market.
Product
A businessperson’s first marketing decision concerns the products or services that will attract customers in the target market. The key is to determine consumers’ needs and wants and translate them into desirable products and services. Rising crime rates, for example, have created a target market among small businesses for a growing number of security services. Similarly, the rapid increase in the number of working women has inspired clothing manufacturers to include more high-priced ladies’ suits in their overall product mix: many women have discovered they need to "dress for success" just the way men do.
Changing conditions require the continuous reevaluation of product lines. At Procter & Gamble, alert executives saw rising detergent costs as a threat to continued high-volume usage of their products in the home and added to their list of products a number of cloth substitute paper products, including Pampers disposable baby diapers. Pampers now outsell P & G’s Tide detergent.
After picking the products to be developed businesspeople make other marketing decisions about each one. These include selecting a brand name, designing a package and establishing a product guarantee.
Price
Having made the basic decisions about the product line, the marketing manager must decide how the company should price its products. Perhaps a policy based on low prices will increase profits to the greatest possible amount. Supermarkets have used this tactic successfully on two levels. Most offer unbranded, so-called generic products at the lowest price and offer their own brand, usually at a slightly higher price, in addition to the highest-price commercial brands. On the other hand, the desirability of some products depends on a high-quality image, which a high price helps to confer. Curtis Mathes brand televisions are advertised as the "the most expensive television set in America and worth it," and come with a four year limited warranty.
Promotion
Very often the most important decision a marketing manager makes is how the manufacturer should inform prospective customers about its products. This involves promotion, which includes the sales approach. Some marketing strategists, like those at Avon Products, may decide to emphasize direct selling and spend most of their promotion dollars to train and pay salespeople. Others, like producers of soap and headache remedies, promote their products through advertising, primarily on television. Department stores also spend heavily on advertising, but they choose newspapers as the most effective medium. The alternatives are many and the choice may determine the success of a marketing effort.
Placement
The fourth element in the marketing mix is placement (or distribution): how the manufacturer gets its products to the customers. Transportation is the major factor here, but placement also entails decisions about distribution outlets. Tupperware, for example, distributes directly to the consumer through its party approach. Most apparel companies, on the other hand, sell to retailers, who resell to consumers. In short, there are many ways of distributing goods.
The Right Combination
Finding the best mix of product, price, promotion, and placement has become an increasingly complex task for most businesses. Marketing directors have found that even the most subtle changes--in the shape or color of packaging, for instance, or the way the product is displayed in a store--can have a decisive impact on a product’s success, quite apart from its actual quality. In effect, you may have built a better mousetrap, but unless you package it well, set up good distribution, target your advertising appropriately, and offer a good warranty, the world won’t necessarily take notice.
Indeed, it has become more common to reverse the process and go to the market for new ideas rather than go into production with an untested idea and then attemp to find a market for it.
From the first two paragraphs we can learn that the most important element of effective marketing is ____
选项
A、to make the top quality products that satisfy the demands of the chosen market segment
B、to combine and adjust the four factors in such a way that they meet the demands of the target market
C、to sell goods at the lowest prices so as to satisfy the demands of the target market
D、to make good use of all kinds of media to advertise the goods and attract more consumers
答案
B
解析
转载请注明原文地址:https://kaotiyun.com/show/NX7d777K
本试题收录于:
BEC高级阅读题库BEC商务英语分类
0
BEC高级阅读
BEC商务英语
相关试题推荐
A、 B、 C、 A托付回人事科时转交文件的Wouldyoumind表委婉的请求句型。(B)是和问句内容无关的回答,是在对方提出提供帮助时可能使用的回答:(C)是重复问句中的personneloffice、有重复词
Lookatthegraphic.Whichcellphoneplanwillthemanmostlikelychoose?
Communication:thefactorsinvolvedingivinganeffectivepresentation
Canyougiveanexampleofhowyouworkedeffectivelywithpeopletoaccomplishanimportantresult?
Theinterlocutorasksyouquestionsonanumberofwork-relatedandnonwork-relatedsubjects.
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
Thechartbelowshowsthemainreasonsforstudyamongpeopleofdifferentagegroups.Usingtheinformationinthechart,w
•Readthetextbelowaboutthelogistics.•Inmostofthelines41-52thereisoneextraword.Itiseithergrammaticallyinco
UnitTestingandComponentTesting--Asoftwareunitrepresentsasmallunitofsoftwareoffunctionality.
UnitTestingandComponentTesting--Asoftwareunitrepresentsasmallunitofsoftwareoffunctionality.
随机试题
下列属于数字集成电路的是()。
A.肺癌B.乳腺癌C.皮肤癌D.肠道腺瘤病携带突变APC基因者易患
实脾散的功用是
调制箍围药,取其清凉解毒作用的,应选用()
(2006年)图8—39所示电路中,变压器视为理想的,R2=R1,则输出电压与输入电压的有效值之比为()。
纳税人发生解散、破产、撤销以及其他情形,依法终止纳税义务的,按照规定不需要在工商行政管理部门办理注销登记的,应当自有关机关批准或宣布终止之日起()日内,办理注销税务登记。
在《普通高中生物学课程标准(2017年版)》中,课程的基本理念不包括()。
根据以下资料,回答以下问题。2011年全国社会消费品零售总额达183919亿元,比2002年增长2.8倍,年均增长达16.1%。2011年城镇人均消费支出15160.9元,是2002年的2.5倍:2011年农村人均消费5221元,是20
[2001年]设总体服从正态分布N(0,22),而X1,X2,…X15是来自总体X的简单随机样本,则随机变量服从__________分布,参数为___________.
下列设备中,可以作为微机输入设备的是______。
最新回复
(
0
)