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. Thepassagesuggestswhichofthefollowingaboutdirectselling?
A.It is used in the marketing of most industrial products.
B.It is often used in cases where there is a large program target.
C.It is not economically feasible for most marketing programs.
D.It is used only for products for which there are many potential customers.
正确答案是C