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  3. We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced, most peopl

We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced, most peopl

admin2012-02-02  53
问题     We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced, most people did not like it as well as "regular" coffee, and it took several years to gain general acceptance (introduction stage). At one point, though, instant coffee grew rapidly in popularity, and many brands were introduced (stage of rapid growth). After a while, people became attached to one brand and sales leveled off (stage of maturity). Sales went into a slight decline (衰退) when freeze-dried coffees were introduced (stage of decline).
    The importance of the product life cycle to marketers is this: Different stages in the product life cycle call for different strategies. The goal is to extend product life so that sales and profits do not decline. One strategy is called market modification. It means that marketing managers look for new users and market sections. Did you know, for example, that the backpacks that so many students carry today were originally designed for the military?
    Market modification also means searching for increased usage among present customers or going for a different market, such as senior citizens. A marketer may re-position the product to appeal to new market sections.
    Another product extension strategy is called product modification. It involves changing product quality, features, or style to attract new users or more usage from present users. American auto manufacturers are using quality improvement as one way to recapture world markets. Note, also, how auto manufacturers once changed styles dramatically from year to year to keep demand from falling. (262 words)
The author mentions the example of " backpacks" (Line 5, Para. 2) to show the importance of______.
选项 A、pleasing the young as well as the old
B、exploring new market sections
C、increasing usage among students
D、serving both military and civil needs
答案B
解析 本题属于综合归纳题。做此题需联系上下文。作者谈到一个营销战略是市场更新，即营销经理要寻找新的用户和新的市场。然后作者以书包为例来证明这一点：过去军用的袋子现在被学生当做书包用。因此，作者在这里用的写作手法是例证法，先提出观点，然后举例证明，故本题的正确答案为B。
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