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ID:46690356
大小:55.50 KB
页数:6页
时间:2019-11-26
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1、四级基础班补充讲义Wecanseehowtheproductlifecycleworksbylookingattheintroductionofinstantcoffee.Whenitwasintroduced,mostpeopledidnotlikeitaswellasHregularncoffeeandittookseveralyearstogaingeneralacceptance(introductionstage).Atonepoint,though,Instantcoffeegrewrapidlyinpopularityand
2、manybrandswereintroduced(stageofrapidgrowth).Afterawhilepeoplebecameattachedtoonebrandandsalesleveledoff(stageofmaturity).Saleswentintoaslightdecline(衰退)whenfreeze-driedcoffeeswereintroduced(stageofdecline)・Theimportanceoftheproductlifecycletomarketersisthis:Differentstag
3、esintheproductlifecyclecallfordifferentstrategies.Thegoalistoextendproductlifesothatsalesandprofitsdonotdecline.Onestrategyiscalledmarketmodification.Itmeansthatmarketingmanagerslookfornewusersandmarketsections.Didyouknow,forexample,thatthebackpacksthatsomanystudentscarry
4、todaywereoriginallydesignedforthemilitary?Marketmodificationalsomeanssearchingforincreasedusageamongpresentcustomersorgoingforadifferentmarket,suchasseniorcitizens.Amarketermayre-positiontheproducttoappealtonewmarketsections-Anotherproductextensionstrategyiscalledproductm
5、odification.Itinvolveschangingproductquality,features,orstyletoattractnewusersormoreusagefrompresentusers.Americanautomanufacturersareusingqualityimprovementasonewaytorecaptureworldmarkets・Note,also,howautomanufacturersoncechangedstylesdramaticallyfromyeartoyeartokeepdema
6、ndfromfalling.26.Accordingtothepassage,whenpeoplegrowfondofoneparticularbrandofaproduct,itssaleswill.A)decreasegraduallyC)improveenormouslyB)becomeunstableD)remainatthesamelevel26.Thefirstparagraphtellsusthatanewproductis•A)usuallyintroducedtosatisfydifferenttastesB)often
7、moreexpensivethanoldonesC)ofteninferiortooldonesatfirstD)noteasilyacceptedbythepublic27.MarketersneedtoknowwhichofthefourstagesaproductisinsoastoA)workoutmarketingpoliciesC)promoteitsproductionB)increaseitspopularityD)speedupitslifecycle28.TheauthormentionstheexampleofHba
8、ckpacksn(Line4,Para.2)toshowtheimportanceof.A)increasingusageamongstudentsC)pleasingtheyoungaswe
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