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 extract from an article about market targeting, and the questions followed. •For each question 15--20, mark
•Read the following extract from an article about market targeting, and the questions followed. •For each question 15--20, mark
admin
2010-01-28
40
问题
•Read the following extract from an article about market targeting, and the questions followed.
•For each question 15--20, mark one letter (A, B, C, or D) on your Answer Sheet for the answer you choose.
The company might decide to ignore market segment differences and go for the whole market with one market offer. This approach focuses on what is common in the needs of consumers rather than on what is difficult. Product and marketing programs are designed to appeal to most buyers. Mass distribution and mass advertising are relied on. An example of undifferentiated marketing would be the launch of a new chocolate bar targeted at everyone. This approach provides cost economics. Production, inventory and transportation costs are kept low by the single product line. Similarly, advertising, market research and product management costs are kept low. However, most modern marketers have strong doubts about this strategy. It is very difficult to develop a product or brand that will satisfy all customers. Heavy competition will usually be attracted and therefore margins will often be low.
A company may decide to target several market segments and design separate offers for each. General Motors tries to produce a car for every ’purse, purpose and personality’. By establishing a strong position in several segments, consumers’ overall identification with the company will be strengthened and therefore provide a better chance of repeat purchasing. Differentiated marketing typically creates more total sales than undifferentiated marketing. But the production and marketing costs are increased. In some cases, ’over segmentation’ can Occur and a company may try to broaden its base. For example, the target market for Johnson ’ & Johnsen’s baby shampoo was broadened to include adults. Many countries see a third possibility that is especially appealing when company resources are limited. Instead of going for a small share of a large market, the firm goes for a large share of a submarket. Many examples of concentrated marketing can be found. In computers Sinclair targeted the bottom end of the home computer market; in cars, Saab focuses on the luxury sports car market; in clothes, Laura Ashley originally targeted a distinct segment of the women’s clothes market.
Through this approach, a strong market position can be achieved, operating costs can be kept low and, if targeted well, the firm can earn a high rate of return on its investment. At the same time, higher than normal risks are involved. The particular market segment can tarn sour; larger competitors may well enter the same segment with many more marketing resources. For these reasons, many companies prefer to diversify in several segments.
In terms of application, many factors must be considered when choosing one of the above strategies. When a firm’s resources are limited, concentrated marketing make the most sense. Undifferentiated marketing is more suited when the product is homogeneous like grapefruit or steel. The product’s stage in its life cycle must also be considered. When a new product is introduced, it is often practical to launch just one version and in that case undifferentiated or concentrated marketing makes the most sense. Differentiated marketing is more applicable to more mature products. Finally, competitors~ marketing strategies are important.
According to the last paragraph, why is differentiated marketing more suitable for products which are in the mature stage of their product life cycle?
选项
A、Because of a firm’s limited resources.
B、Because of the homogeneous product.
C、Because of competition.
D、Because of better service.
答案
C
解析
转载请注明原文地址:https://kaotiyun.com/show/glKd777K
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、 C(A)marketing和market的发音相似.注意不要搞混。(B)使用问题中的new的反义词old。设置陷阱。(C)首先确认是新任经理,之后补充说明其他的信息,故为正确答案。
A、 B、 C、 B确认IsabellaShaw是不是新市场营销部部长的否定疑问句。(A)是重复问句中的单词marketing、有重复词错误的错误选项;听到That’sright(C)像是对的,但补充说明的主语不是问
(Thecandidatechoosesonetopicandspeaksaboutitforoneminute.)A.Careerdevelopment:theimportanceofacquiringarange
Task9TrainingOverseasExpansionTheRetailCompanyyouworkforintendstoexpandintoforeignmarketsandneedstotrainloc
Task9TrainingOverseasExpansionTheRetailCompanyyouworkforintendstoexpandintoforeignmarketsandneedstotrainloc
Canyoutellmewhyyouchooseyourparticularcareer?(Whatsparkedyourinterestinyourmajor?Howdidyoufirstgetinvolved
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
TASKONE—ADVANTAGE•Forquestions13—17,matchtheextractswiththeadvantages,listedA—H.•Foreachextract,choosetheadv
•Readthetextbelowaboutthelogistics.•Inmostofthelines41-52thereisoneextraword.Itiseithergrammaticallyinco
•Readthearticleaboutinternationalauditingstandards.•Foreachquestion31-40,writeonewordinCAPITALLETTERSonyour
随机试题
代表“听眶线”的英文缩写是
一般来说,部门经理、科室主任属于组织的()
下列关于护患关系的理解不正确的是()。
X线管放置较长时间再次使用前,必须做的工作是
阅读下面这首诗,完成后面的题目。炉中煤(节选)一眷念祖国的情绪郭沫若啊,我年青的女郎!我不辜负你的殷勤,你也不要辜负了我的思量。我为我心爱的人儿,燃到了这般模样!如果请你来为
毛泽东思想的科学涵义不包含以下哪项内容?()
行使国家立法权的机关是()。
提出“泛智”教育思想,主张“教育是把一切知识教给一切人类的全部艺术”的教育家是:
A、 B、 C、 C
•Readthearticlebelowaboutbusinessbookreviews.•ChoosethebestsentencefromthelistA-Gtofilleachofthegaps.
最新回复
(
0
)