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  3. It can be argued that much consumer dissatisfaction with marketing strategies arises from an inability to aim advertising at onl

It can be argued that much consumer dissatisfaction with marketing strategies arises from an inability to aim advertising at onl

admin2010-01-07  36
问题    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.  
The author suggests which of the following about direct selling?
选项 A、It is used in the marketing of most industrial products.
B、It is not economically feasible for most marketing programs.
C、It is used only for products for which there are many potential customers.
D、It is less successful than other marketing methods in searching for customers.
答案B
解析 根据第二段可知直销有很大的局限性。作者指出在一些特殊的情况下，直销在经济上是可行的。由此推断在许多情况下，直销是不可行的。
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