出版社:圣才考研网 中国石化出版社 (2013-05出版)
ISBN:9787511421111
章节摘录
版权页: It can be argued that much consumer dissatisfaction with marketing strategies arises from an in-ability to aim advertising at only the likely buyers of a given product. There are three groups of con-sumers who are affected by the marketing process. First, there is the market segment-people whoneed the commodity in question. Second, there is the program target-people in the market segmentwith the "best fit" characteristics for a specific product. Lots of people may need trousers, but onlya 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 whetherthey need or want the product. These three groups are rarely identical. An exception occurs in cases where customers for aparticular 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 thanfew potential customers. Each represents a relatively small percentage of potential sales. Rarely domembers of a particular market segment group themselves neatly into a meaningful program target.There are substantial differences among consumers with similar demographic characteristics. Evenwith all the past decade' s advances in information technology, direct selling of consumer goods israre, 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 amarketing program exclusively to the program target. Inevitably, people get exposed to a great dealof marketing for products in which they have no interest and so they become annoyed.
书籍目录
第1章《翻译硕士英语》考试指导(1) 1.1《翻译硕士英语》考试大纲(1) 1.2《翻译硕士英语》大纲解读(2) 第2章翻译硕士英语考研真题详解(5) 对外经济贸易大学2011年翻译硕士英语考研真题(5) 参考答案及解析(13) 对外经济贸易大学2012年翻译硕士英语考研真题(17) 参考答案及解析(26) 北京航空航天大学2011年翻译硕士英语考研真题(33) 参考答案及解析(41) 北京航空航天大学2012年翻译硕士英语考研真题(47) 参考答案及解析(55) 南开大学2010年翻译硕士英语考研真题(61) 参考答案及解析(70) 南开大学2011年翻译硕士英语考研真题(76) 参考答案及解析(85) 天津外国语大学2012年翻译硕士英语考研真题(89) 参考答案及解析(97) 武汉大学2012年翻译硕士英语考研真题(102) 参考答案及解析(110) 中山大学2011年翻译硕士英语考研真题(115) 参考答案及解析(123) 中山大学2012年翻译硕士英语考研真题(129) 参考答案及解析(138) 厦门大学2010年翻译硕士英语考研真题(144) 参考答案及解析(155) 四川大学2010年翻译硕士英语考研真题(162) 参考答案及解析(172) 四川外语学院2012年翻译硕士英语考研真题(177) 参考答案及解析(190) 第3章《翻译硕士英语》模拟试题及详解(197) 模拟试题一(197) 参考答案及解析(206) 模拟试题二(211) 参考答案及解析(219) 模拟试题三(224) 参考答案及解析(233) 模拟试题四(238) 参考答案及解析(245) 模拟试题五(250) 参考答案及解析(257) 模拟试题六(262) 参考答案及解析(269)
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