文章作者 100test 发表时间 2009:07:08 03:28:24
来源 100Test.Com百考试题网
理论背景:三种消费者群体,三个集合的关系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(包含关系) 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(最大的集合) people who are actually exposed to the marketing program without regard to whether they need or want the product.
讲相同点(例外)These three groups are rarely identical*6A. An exception occurs occasionally in cases where customers for a particular industrial product重工业产品 may be few and easily identifiable. Such customers, all sharing a particular need, are likely to form a meaningful target, for example(小例子,可暂时不看), 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*3(新名词,重要内容) (marketing that reaches only the program target) is likely to be economically justified, and highly specialized trade media高度专业化的行业媒体*1 exist to expose members of the program target—and only*1B members of the program target—to the marketing program.
一般情况Most consumer-goods轻工业产品*2 markets are significantly different*2. Typically, there are many rather than few potential customers*2. Each represents a relatively small percentage of potential sales*2. Rarely do(倒装) members of a particular market segment group themselves neatly into a meaningful program target. There are substantial differences among consumers with similar demographic characteristics*7D. Even with all the past decade’s advances in information technology, direct selling of consumer goods is rare, and mass marketing(新名词,重要)—a marketing approach that aims at a wide audience—remains the only economically feasible mode*3C(取非). Unfortunately(古怪的语言,要看), there are few media that allow the marketer (one that deals in a market. specifically: one that promotes or sells a product or service) 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.(文章首尾呼应)
1. The passage suggests which of the following about highly specialized trade media*1