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
63
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.
What is the main idea of the passage?
选项
A、Sales of American companies are declining due to the recession.
B、Men are not satisfied with the promotion to female customers.
C、Recession-hit companies target female customers.
D、American women have more purchasing power than men now.
答案
C
解析
由题干中的main idea of the passage可综观全文。主旨大意题。从全文来看,本文说的是在金融危机面前,美国一些受危机影响的公司把营销目标转向了女性消费者,由于女性在这场危机中所受的影响相对来说轻于男性,因此他们推出了专为女性设计的商品以提高公司产品的销量。因此C)为答案。
转载请注明原文地址:https://kaotiyun.com/show/mDx7777K
0
大学英语六级
相关试题推荐
A、Byaskingpeopletoreporttheirsleephabits.B、Byobservingpeople’ssleeppatternsinlabs.C、Byhavingpeoplewearmotion-
Backin1964,inhisbookGamesPeoplePlay,psychiatristEricBernedescribedapatternofconversationhecalled"WhyDon’tYo
A、Granttheemployeesalongholidaytorelax.B、Hiremoreemployeestoincreaseproductivity.C、Preparesometelevisionsforem
PresidentObamahasbeentakingsomeheatintechnologycirclesovercommentshemadeatacommencementaddressovertheweekend
PresidentObamahasbeentakingsomeheatintechnologycirclesovercommentshemadeatacommencementaddressovertheweekend
A、Toincreaseshoeseriesandoutput.B、Toconsolidatedifferentstylesoncampus.C、Toreceivemoresupportfromthesociety.D
A、Toincreaseshoeseriesandoutput.B、Toconsolidatedifferentstylesoncampus.C、Toreceivemoresupportfromthesociety.D
A、Launchinganinitiativetoincreasetheincomeofcoffeeproducers.B、Eliminatingilliteracyoncropproductionandmarketing
A、Launchinganinitiativetoincreasetheincomeofcoffeeproducers.B、Eliminatingilliteracyoncropproductionandmarketing
随机试题
毒性药品每张处方发药量不得超过二类精神药品每张处方发药量
【背景资料】某五星级酒店工程,地下局部3层,基坑开挖深度12m。经过招标确定了参建各方,并签订相关合同。施工中发生如下事件:事件一:施工地点地下水位相对较高,施工单位采取了合理的降水方法。事件二:由于基坑施工时正是雨
可转换债券的资金冻结日期为T+2日。()
()是指债权银行因情况紧急,不立即申请财产保全将会使其合法权益受到难以弥补的损失,因而在起诉前向人民法院申请采取财产保全措施。
(2006年考试真题)企业按规定计算缴纳的下列税金,应当计入相关资产成本的是()。
“茅盾文学奖”是中国长篇小说的最高文学奖项之一,下列获“茅盾文学奖”的是()。
SQLServer2008支持多种数据库备份类型和还原方式。下列关于数据库备份和恢复的说法,错误的是()。
查询客户名称中有"网络"二字的客户信息的正确SQL命令是( )。
AmericanYouthIssuesForyearsnow,we’veheardthegripesbyandaboutmillennials.Theirplightseemssovery21stcentury
A、Shewasabsent-minded.B、Shebrokeherankle.C、Theicewasslippery.D、Theicecracked.D由原文可知,当女士走在薄薄的冰面上的时候,冰面一下子就裂开了,然后她就掉
最新回复
(
0
)