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 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.
1.The passage suggests which of the following about highly specialized trade media?
2.The passage suggests which of the following about direct selling?
3.Which of the following best exemplifies the situation described in the last two sentences of the passage?
4.The passage suggests that which of the following is true about the marketing of industrial products like those discussed in the second paragraph?
5.It can be inferred from the passage that which of the following is true for most consumer-goods markets?
问题1选项
A.They are used only for very expensive products.
B.They should be used only when direct selling is not economically possible.
C.They can be used to exclude from the program audience people who are not part of the program target.
D.They are rarely used in the implementation of marketing programs for industrial products.
问题2选项
A.It is used in the marketing of most industrial products.
B.It is often used in cases where there is a large program target.
C.It is not economically feasible for most marketing programs.
D.It is used only for products for which there are many potential customers.
问题3选项
A.A product suitable for women age 21-30 is marketed at meetings attended only by potential customers.
B.A company develops a new product and must develop an advertising campaign to create a market for it.
C.An idea for a specialized product remains unexplored because media exposure of the product to its few potential customers would be too expensive.
D.A product suitable for men age 60 and over is advertised in a magazine read by adults of all ages.
问题4选项
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.
问题5选项
A.The program audience is smaller than the market segment.
B.The program audience and the market segment are usually identical.
C.The market segment and the program target are usually identical.
D.The program target and the program audience are not usually identical.
第1题:C
第2题:C
第3题:D
第4题:A
第5题:D
1.判断推理题。根据文章第一段,“There are three groups of consumers who are affected by the marketing process. First…people who need the commodity in question. Second…people in the market segment with the ‘best fit’ characteristics for a specific product… Finally… all people who are actually exposed to the marketing program…”,可知有三种消费者受到市场营销的影响。第一种是真正需要商品的人,第二种是适合某种特殊商品的人,第三种是接触到营销项目的所有人。根据文章第二段最后一句,“…highly specialized trade media exist to expose members of the program target and only members of the program target — to the marketing program.”,高度专业化的行业媒体的存在是为了让营销项目的目标成员和只有接触营销目标的成员了解营销方案。可判断出高度专业化的行业媒体可以用来把不属于营销目标的人排除在营销计划之外。选项C符合题意。
2.判断推理题。根据文章第三段,“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.”,尽管在过去的十年里,信息技术取得了很大的进步,但直接销售消费品还是很少见的,而大众营销——一种针对广大受众的营销方式——仍然是唯一经济上可行的模式。可判断出直接销售目前仍然不是经济上可能的模式。选项C符合题意。
3.判断推理题。根据文章最后两句,“Unfortunately, there 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.”,不幸的是,很少有媒体允许营销人员将营销计划完全针对计划目标。不可避免地,人们会接触到大量的营销产品,而他们对这些产品并不感兴趣,而且会感到厌烦。可判断出一种适合60岁以上男性的产品在各年龄段的成年人都能阅读的杂志上登广告,这种现象刚好反映了这一问题。选项D符合题意。
4.判断推理题。根据文章第二段,“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…”,在特定工业产品的客户可能很少且很容易识别的情况下,偶尔会出现例外。这些共有特定需求的客户很可能形成一个有意义的目标,可判断出特定工业产品的细分市场和营销目标是一致的。选项A符合题意。
5.判断推理题。根据文章第三段,“Most consumer-goods markets are significantly different. Typically, there are many rather than few potential customers.”,大多数消费品的市场都有很大的区别。通常,这些市场的潜在客户很多。可判断出大多数消费品市场的市场目标和营销受众是不一致的,存在区别。选项D符合题意。