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  3. Mass production, the defining characteristic of the Second Wave economy, becomes increasingly obsolete as firms install informat

Mass production, the defining characteristic of the Second Wave economy, becomes increasingly obsolete as firms install informat

admin2010-02-21  83
问题    Mass production, the defining characteristic of the Second Wave economy, becomes increasingly obsolete as firms install information intensive, often robotized manufacturing systems capable of endless cheap variation, even customization. The revolutionary result is, in effect, the de-massification of mass production.
   The shift toward smart flex-techs promotes diversity and feeds consumer choice to the point that a Wal-Mart store can offer the buyer nearly 110,000 products in various types, sizes, models and colors to choose among. But Wal-Mart is a mass merchandiser. Increasingly, the mass market itself is breaking up into differentiated niches as customer needs diverge and better information makes it possible for businesses to identify and serve micro-markets.
   Specialty stores, boutiques, superstores, TV home-shopping systems, computer based buying, direct mail and other systems provide a growing diversity of channels through which producers can distribute their wares to customers in an increasingly de-massified marketplace. When we wrote Future Shock in the late 1960s, visionary marketers began talking about "market segmentation". Today they no longer focus on "segments" but on "particles"—family units and even single individuals. Meanwhile, advertising is targeted at smaller and smaller market segments reached through increasingly de-massified media. The dramatic breakup of mass audiences is underscored by the crisis of the once great TV networks, ABC, CBS, and NBC, at a time when Tele-Communications, Inc. of Denver, announces a fiber-optic network capable of providing viewers with five hundred interactive channels of television. Such systems mean that sellers will be able to target buyers with even greater precision. The simultaneous de-massification of production, distribution and communication revolutionizes the economy and shifts it from homogeneity toward extreme heterogeneity.
The author calls those marketers "visionary" mainly because ______.
选项 A、they began talking about "market segmentation" in 1960s
B、they focus on "market particles"
C、they have a good sense of market prediction
D、they are good at identifying micro-markets
答案C
解析 visionary指有预见力的，有远见的。即have the ability to imagine how a country, society, industry, etc. will develop in the future and to plan in a suitable way。之所以说那些marketers是有预见力的，是因为文中第三段说在20世纪60年代末这些人会谈“市场分割”，而到今天他们不再关注于“部分”，而是关注于“微粒”即家庭甚至个人消费者。所以可以看出他们是很能随着时代的变化而做出不同的市场定位的，既表明他们是很有预见力的。所以本题选C。
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