Itcanbearguedthatmuchconsumerdissatisfactionwithmarketingstrategiesarisesfromaninabilitytoaimadvertisingatonlythelikelybuyersofagivenproduct.Therearethreegroupsofconsumerswhoareaffectedbythemarketingprocess.First,thereisthemarketsegment—peoplewhoneedthecommodityinquestion.Second,thereistheprogramtarget—peopleinthemarketsegmentwiththe“bestfit”characteristicsforaspecificproduct.Lotsofpeoplemayneedtrousers,butonlyafewqualifyaslikelybuyersofveryexpensivedesignertrousers.Finally,thereistheprogramaudience—allpeoplewhoareactuallyexposedtothemarketingprogramwithoutregardtowhethertheyneedorwanttheproduct Thesethreegroupsarerarelyidentical.Anexceptionoccursincaseswherecustomersforaparticularindustrialproductmaybefewandeasilyidentifiable.Suchcustomers,allsharingaparticularneed,arelikelytoformameaningfultarget,forexample,allcompanieswithaparticularapplicationoftheproductinquestion,suchashigh-speedfillersofbottlesatbreweries.Insuchcircumstances,directselling(marketingthatreachesonlytheprogramtarget)islikelytobeeconomicallyjustified,andhighlyspecializedtrademediaexisttoexposemembersoftheprogramtarget—andonlymembersoftheprogramtarget—tothemarketingprogram. Mostconsumer-goodsmarketsaresignificantlydifferent.Typically,therearemanyratherthanfewpotentialcustomers.Eachrepresentsarelativelysmallpercentageofpotentialsales.Rarelydomembersofaparticularmarketsegmentgroupthemselvesneatlyintoameaningfulprogramtarget.Therearesubstantialdifferencesamongconsumerswithsimilardemographiccharacteristics.Evenwithallthepastdecade’sadvancesininformationtechnology,directsellingofconsumergoodsisrare,andmassmarketing—amarketingapproachthataimsatawideaudience—remainstheonlyeconomicallyfeasiblemode.Unfortunately,therearefewmediathatallowthemarketertodirectamarketingprogramexclusivelytotheprogramtarget.Inevitably,peoplegetexposedtoagreatdealofmarketingforproductsinwhichtheyhavenointerestandsotheybecomeannoyed. “theproductinquestion”inLine5Paragraph2means_____.
A.“the product in the previous question”
B.“the product under discussion”
C.“the product on sale”
D.“the product in doubt”
正确答案是B