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
72
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.
The lesson we can draw from the passage about promotion is ______.
选项
A、marketing strategists usually emphasize direct selling and spend a lot on training and paying salespeople
B、it is very effective to promote products through advertising on television
C、newspapers is the most effective and widely used medium among marketing strategists
D、there are many alternatives for promotion and the key factor leading to success in the market is the choice
答案
D
解析
转载请注明原文地址:https://kaotiyun.com/show/tX7d777K
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
WhattypeofbusinessisMegan’sThreads?
Howdidthespeakerlearnaboutthebusiness?
Howdidthespeakerlearnaboutthebusiness?
Whattypeofbusinessdothespeakersmostlikelyworkfor?
Theinterlocutorasksyouquestionsonanumberofwork-relatedandnonwork-relatedsubjects.(Thecandidatechoosesonetop
Answeringreceptionist’squestions回答接待员询问
•Youwillhearadiscussionbetweentwoseniormanagers,JohnandDeborah,aboutanassistantmanager,Colin,whohasappliedf
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
•Readthetextbelowaboutthelogistics.•Inmostofthelines41-52thereisoneextraword.Itiseithergrammaticallyinco
随机试题
民事诉讼证据有哪几种?
中药七叶一枝花的正名是()。
根据我国的《反补贴条例》进行调查、采取反补贴措施的补贴,必须具有专向性。下列情形中,具有专向性的补贴是()。
下列哪些行为,若其给商业秘密的权利人造成重大损失的,构成侵犯商业秘密?()
经风险调整的资本收益率(RAROC)的计算公式是()。
合伙企业损益分配的原则是()。
2014年,A省服务业增加值最大的行业是()。
社会化是指个体与社会互动,逐渐养成独特的个性和人格,从生物人转变为社会人,并通过社会文化的内化和角色知识的学习,逐渐适应社会生活的过程。在此过程中,社会文化得以累积和延续,社会结构得以维持和发展,人的个性得以健全和完善。根据上述定义,下列不属于个体社会化
Inthefirstparagraph,theauthorismainlyconcernedwith______.Theauthorwritesthisarticleprimarilyinorderto______.
(2013年下半年上午试题27、28)假设系统中有三类互斥资源R1、R2和R3,可用资源数分别为10、5和3。在T0时刻系统中有P1、P2、P3、P4和P5五个进程,这些进程对资源的最大需求量和已分配资源数如表3.2所示,此时系统剩余的可用资源数分别为__
最新回复
(
0
)