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
74
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
Lookatthegraphic.Whatcolorpaintwillthewomanmostlikelychoose?
FortwocandidatesTimeManagementYourcompanyhasfoundthatineffectivetimemanag
Saywhatyouwant—strong明确表示自己所需
•Youwillhearadiscussionbetweentwoseniormanagers,JohnandDeborah,aboutanassistantmanager,Colin,whohasappliedf
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
•YouwillhearanintroductionofatrainingprogrammecalledEffectiveCommunications,andpartofalectureonhowtobesucce
•Readthetextbelowabouttelevisionnetwork.•Inmostofthelines41—52thereistoneextraword.Itiseithergrammatically
UnitTestingandComponentTesting--Asoftwareunitrepresentsasmallunitofsoftwareoffunctionality.
随机试题
“镶嵌细胞”为下列哪科植物的特征
肾病综合征的典型临床表现哪项对机体影响最大
游泳池设计要求。以下哪条错误?(2005,71)
股份有限公司董事会会议应有过半数的董事出席方可举行,董事会作出决议必须经出席会议的董事过半数通过()。
企业实行经营者年薪制的必备条件不包括()o
阅读材料并回答问题。某省级示范中学初三学生吴某,从小就是老师们喜欢的乖学生,他的学习成绩一直非常优秀,初一到初二两年中多次考试成绩在年级都是数一数二的。进入初三时,班主任老师找吴某谈话,告诉他老师们一致看好他,认为他有冲击中考状元的实力,希望他继续努力,
中国古代小说塑造了很多莽汉形象,他们外表威猛如金刚,性格天真似儿童,深受读者的喜爱。下列小说中莽汉的时代顺序排列正确的是:①张飞②程咬金③李逵④牛皋
利用过去的资料来预测未来状态的方法是()。
若成为白领的可能性无性别差异,按正常男女出生比率102:100计算,当这批人中的白领谈婚论嫁时,女性与男性数量应当大致相等。但实际上,某市妇联近几年举办的历次大型白领相亲活动中,报名的男女比例约为3:7,有时甚至达到2:8。这说明,文化越高的女性越难嫁,文
Christmasisthetimetomakethebelovedonesfeelspecial.Ahugandakisswouldprobablybemorethanenoughbutgiftsare
最新回复
(
0
)