大全－35－6 严重怀疑答案是不是出错！

Passage 35 (35/63)

It can be argued that much consumer
dissatisfaction with marketing strategies arises from an inability to
aim advertising at only the likely buyers of a given product.

There are three groups of consumers who
are affected by the marketing process. First, there is the market
segment—people who need the commodity in question. Second, there is the
program target—people in the market segment with the “best fit”
characteristics for a specific product. Lots
of people may need trousers, but only a few qualify as likely buyers of
very expensive designer trousers. Finally, there is the program
audience―all people who are actually exposed to the marketing program
without regard to whether they need or want the product.

These three groups are rarely
identical. An exception occurs occasionally in cases where customers
for a particular industrial product may be few and easily identifiable.
Such customers, all sharing a particular need, are likely to form a
meaningful target, for example, all companies with a particular
application of the product in question, such as high-speed fillers of
bottles at breweries. In such circumstances, direct selling (marketing
that reaches only the program target) is likely to be economically
justified, and highly specialized trade media exist to expose members
of the program target—and only members of the program target—to the
marketing program.

Most consumer-goods markets are
significantly different. Typically, there are many rather than few
potential customers. Each represents a relatively small percentage of
potential sales. Rarely do members of a particular market segment group
themselves neatly into a meaningful program target. There are
substantial differences among consumers with similar demographic
characteristics. Even with all the past decade’s advances in
information technology, direct selling of consumer goods is rare, and
mass marketing—a marketing approach that aims at a wide
audience—remains the only economically feasible mode. Unfortunately, there are few media that allow the marketer (one that deals in a market; specifically:
one that promotes or sells a product or service) to direct a marketing
program exclusively to the program target. Inevitably, people get
exposed to a great deal of marketing for products in which they have no
interest and so they become annoyed.

6. The passage suggests that
which of the following is true about the marketing of industrial
products like those discussed in the third paragraph?

(A) The market segment and program target are identical.

(B) Mass marketing is the only feasible way of advertising such products.

(C) The marketing program cannot be directed specifically to the program target.

(D) More customers would be needed to justify the expense of direct selling.（A）

A 没错看下面这句话：

“An exception occurs occasionally in cases where customers for a particular industrial product may be few and easily identifiable。”