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
94
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
Whattypeofbusinessdoesthespeakermostlikelyworkfor?
Canyoutellmewhyyouchooseyourparticularcareer?(Whatsparkedyourinterestinyourmajor?Howdidyoufirstgetinvolved
DoyouthinkthattheInternetisaneffectivechannelformarketingacompany’sproducts?
•Youwillhearadiscussionbetweentwoseniormanagers,JohnandDeborah,aboutanassistantmanager,Colin,whohasappliedf
•Youwillhearadiscussionbetweentwoseniormanagers,JohnandDeborah,aboutanassistantmanager,Colin,whohasappliedf
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
•Thepiechartshowsthehumanresourcescomponentsofaninternationalcompany.•Usingtheinformationfromthepiechart,wr
•Readthetextbelowaboutthelogistics.•Inmostofthelines41-52thereisoneextraword.Itiseithergrammaticallyinco
•Readthetextbelowabouttelevisionnetwork.•Inmostofthelines41—52thereistoneextraword.Itiseithergrammatically
UnitTestingandComponentTesting--Asoftwareunitrepresentsasmallunitofsoftwareoffunctionality.
随机试题
学前儿童科学教育活动的组织主要有哪些方法?
A.20/20mmB.10/20mmC.10/10mmD.5/10mmE.2/2mm颅脑CT横断面常规扫描的层厚/层距是
患者,女,29岁,体重200kg。体检时发现血糖和血脂均在正常值高线,医师建议患者调整饮食结构,每日的谷物摄取量为
下列账户中,属于往来账户的是( )。
2011年3月中旬,日本大地震造成核泄漏后,浙江、广东、江苏、北京等地的各大超市、甚至农村的小卖部,都出现了抢购食盐的状况,个别商家也趁机大幅提价。请你从消费者、商家和政府部门三个角度。谈谈应如何正常应对这种抢购风潮?
从所给的四个选项中,选择最合适的一个填入问号处,使之呈现一定的规律性:
从现代化发展的一般规律来看.一个国家的现代化,最难也是最关键的,就是人的现代化。现在讲到文化建设,大家往往比较关注文化设施,比较关注文化产业创造了多少经济价值,并以此来衡量一个地区、一个城市文化发展的程度和水平,而往往忽略了人,忽视了人的文明素质、文化修养
在算法的4个特性中,算法必须能在执行有限个步骤之后终止指的是算法的______特性。
有三个关系R、S和T如下:其中关系T由关系R和S通过某种操作得到,该操作为
______类是所有类的根,它所包含的属性和方法被所有类继承。()
最新回复
(
0
)