PASSAGE 35 *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 5) 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 10) 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. * 15) These three groups are rarely identical. An exception occurs occasionally in cases where customers for a particular industrial product may be few and easily iden- tifiable. Such customers, all sharing a particular need, are likely to form a meaningful target, for example, all 20) companies with a particular application of the product in question, such as high-speed fillers of bottles at brew- eries. In such circumstances, direct selling marketing that reaches only the program target) is likely to be economically justified, and highly specialized trade 25) 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 30) 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 35) 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 40) are few media that allow the marketer 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. 我说的就是这篇,感觉十分的对不上点,可能相关题材都不熟悉的原因,读的非常的茫然 后来看来并不难,但是就是怪了,怎么都挑不出来 6. The passage suggests that which of the following is trueabout the marketing of industrial products like thosediscussed in the third paragraph? (A) The market segment and program target areidentical. (B) Mass marketing is the only feasible way ofadvertising such products. (C) The marketing program cannot be directedspecifically to the program target. (D) More customers would be needed to justify theexpense of direct selling. (E) The program audience would necessarily be madeup of potential customers, regardless of themarketing approach that was used. 定在哪??? 8. It can be inferred from the passage that which of thefollowing is true for most consumer-goods markets? (A) The program audience is smaller than the marketsegment. (B) The program audience and the market segment areusually identical. (C) The market segment and the program target areusually identical. (D) The program target is larger than the marketsegment. (E) The program target and the program audience arenot usually identical 怀疑6,8 本身就矛盾都,天,i am so stupid 顾风大哥,你做这两篇的时候什么情况,快快交流一下 little dou大哥,你怎么看待第二篇??? |