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
Never mind the fight to get people to open their wallets in die recession—some companies are taking a different policy, and tryi
Never mind the fight to get people to open their wallets in die recession—some companies are taking a different policy, and tryi
admin
2021-12-15
31
问题
Never mind the fight to get people to open their wallets in die recession—some companies are taking a different policy, and trying to get customers to open their purses instead. In America, where female consumers make more than 80% of discretionary (随意的) purchases, companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales.
Frito-Lay, a snack-food company owned by PepsiCo, has launched a campaign called " Only In A Woman’s World" to convince women that crisps and popcorn are not just for male, beer-guzzling (爆饮) sport fans. OfficeMax, American second-largest office-supplies company, has redesigned its notebooks and file-holders to appeal to women and has run advertisements that encourage women to make their offices more colorful. For the first time, McDonald’s was a sponsor of New York Fashion Week in February, promoting a new line of hot drinks to trendsetting women.
Eric Almquist, head of global consumer insights for Bain & Company, says he is surprised it has taken a recession to get companies to focus on women. After all, it is hardly news that they control the vast majority of consumer spending. (They buy 90% of food,55% of consumer electronics, and most of the new cars.) But die recession has prompted companies to rethink their approach. SheSpeaks that helps companies including Citibank and Philips reach women consumers, has tripled its number of clients since the recession began. Some women’s magazines, too, are benefiting as companies that had never before expressed interest in advertising with them are now doing so.
Aside from their greater purchasing power, women are valuable customers for three reasons. First, they are loyal, says Marti Barletta, author of Marketing to Women, and more likely to continue to buy a brand if they like it. Second, women are more likely than men to spread information about products they like through word of mouth and social-networking sites. Third, most of the lay-offs so far in America have been in male-dominated fields, like manufacturing and construction. This means women may bring home a greater share of household income in the months ahead and have even more buying power.
But marketing to women may not work for every company. In particular, for firms (such as some carmakers) with brands that are regarded as strongly male, " gender bending", or trying to attract the opposite sex, could enhance short-term sales but cause a longer-term decline. Jill Avery of the Simmons School of Management in Boston researched this trend with cars. When Porsche released a sport-utility vehicle designed for women, sales temporarily increased, but men started to move away from the brand, on the basis that it had compromised its masculine image. But in this recession, having a tarnished (有缺点的) brand is better than having no brand at all.
The author provides the example of McDonald’s in Paragraph 2 in order to show that________.
选项
A、McDonald’s began to be engaged in the fashion line
B、McDonald’s was willing to support New York Fashion Week
C、hot drinks were popular among women
D、McDonald’s began to focus on women to promote its products
答案
D
解析
由题干中的McDonald’s in Paragraph 2定位到第二段最后一句。推理判断题。定位句表明,麦当劳公司也首次成为在二月举行的纽约时装周的赞助商,向那些喜欢创新潮流的女士们推销一款新的热饮产品。因此麦当劳公司的真正目的是把产品的促销攻势转向女性消费者,故D)表述正确。
转载请注明原文地址:https://jikaoti.com/ti/JiaFFFFM
0
大学英语六级
相关试题推荐
A、Clearerroadsigns.B、Morepeopledrivingsafely.C、Strictertrafficrules.D、Moreself-drivingtrucksontheroad.B细节推断题。女士在
A、Revisethetermsandconditionsofthecontract.B、Consultherlawyerabouttheinsurancepolicy.C、TalktothemanagerofSaf
A、Byaskingpeopletoreporttheirsleephabits.B、Byobservingpeople’ssleeppatternsinlabs.C、Byhavingpeoplewearmotion-
A、Herpreviousdebthadn’tbeenclearedyet.B、Hercredithistorywasconsideredpoor.C、Shehadapparentlyaskedfortoomuch.
A、Hehasmanycreditcards.B、Hedidn’tconsultthewomanbefore.C、Hepaysmoreattentiontotheaccounts.D、Hepayslittleatt
PresidentObamahasbeentakingsomeheatintechnologycirclesovercommentshemadeatacommencementaddressovertheweekend
A、Toincreaseshoeseriesandoutput.B、Toconsolidatedifferentstylesoncampus.C、Toreceivemoresupportfromthesociety.D
A、Participationinsportsisrelevanttopositiveeffects.B、Participationinsportsincreasesfemalecollegeattendance.C、Part
A、Heoftenborrowsmoneyfromothers.B、Hehasjustreceivedhismonthlypay.C、Hecan’tpayoffhiscreditcards.D、Hehaskept
随机试题
信息系统的开发过程一般包括系统规划、系统分析、系统设计、系统实施和系统_____五个步骤。
心绞痛诊断的最重要依据为
以下哪项试验室发现有助于鉴别缺铁和维生素B12缺乏
“备案号”栏:()。“标记唛码及备注”栏:()。
小偷张某在某购物商店窃得游客王某的钱包后逃逸,王某发现后急追。张某逃跑中撞上欲借用商店厕所的李某,因商店地板湿滑,李某摔成重伤。下列说法错误的是()。
220年,()废汉献帝自立,建立魏国。
东方市人民政府市政发(2014)067号东方市人民政府通报全市市民:今日本市部分地区出现一种人心惶惶的传说,称一种罕见的流感病毒已传入我市并造成几十人死亡。经本市安检部门证实,这是完全没有任何事实根据的,本市从未发生过一起此
太阳系的小行星带分布在()。
结合材料回答问题:材料1若夫美、法民政,英、德宪法,地远俗殊,变久迹绝,臣故请皇上以俄大彼得之心为心法,以日本明治之敢为政法也。然求其时地不远,教俗略同,成效已彰,推移即时,若名书佳画,墨迹尚存,而易于临摹,如宫室衣裳,裁量恰符,而立可
Overthelasttwoyears,inthePCbusinessMichaelDellhasbeenbeatenlikearentedmule.Hiscompanycontinuestolosemarke
最新回复
(
0
)