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  3. Never mind the fight to get people to open their wallets in the recession—some companies are taking a different policy, and tryi

Never mind the fight to get people to open their wallets in the recession—some companies are taking a different policy, and tryi

admin2022-10-23  60
问题     Never mind the fight to get people to open their wallets in the recession—some companies are taking a different policy, and trying to get customers to open their purses instead. In America, where female consumers make more than 80％ of discretionary (随意的) purchases, companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales.
    Frito-Lay, a snack-food company owned by PepsiCo, has launched a campaign called " Only In A Woman’s World" to convince women that crisps and popcorn are not just for male, beer-guzzling (暴饮) sport fans. OfficeMax, American second-largest office-supplies company, has redesigned its notebooks and file-holders to appeal to women and has run advertisements that encourage women to make their offices more colorful. For the first time, McDonald’s was a sponsor of New York Fashion Week in February, promoting a new line of hot drinks to trendsetting women.
    Eric Almquist, head of global consumer insights for Bain & Company, says he is surprised it has taken a recession to get companies to focus on women. After all, it is hardly news that they control the vast majority of consumer spending. (They buy 90％ of food, 55％ of consumer electronics, and most of the new cars.) But the recession has prompted companies to rethink their approach. SheSpeaks that helps companies including Citibank and Philips reach women consumers, has tripled its number of clients since the recession began. Some women’s magazines, too, are benefiting as companies that had never before expressed interest in advertising with them are now doing so.
    Aside from their greater purchasing power, women are valuable customers for three reasons. First, they are loyal, says Marti Barletta, author of Marketing to Women, and more likely to continue to buy a brand if they like it. Second, women are more likely than men to spread information about products they like through word of mouth and social-networking sites. Third, most of the lay-offs so far in America have been in male-dominated fields, like manufacturing and construction. This means women may bring home a greater share of household income in the months ahead and have even more buying power.
But marketing to women may not work for every company. In particular, for firms (such as some carmakers) with brands that are regarded as strongly male, " gender bending", or trying to attract the opposite sex, could enhance short-term sales but cause a longer-term decline. Jill Avery of the Simmons School of Management in Boston researched this trend with cars. When Porsche released a sport-utility vehicle designed for women, sales temporarily increased, but men started to move away from the brand, on the basis that it had compromised its masculine image. But in this recession, having a tarnished (有缺点的) brand is better than having no brand at all.  
The author provides the example of McDonald’s in Paragraph 2 in order to show that________.
选项 A、McDonald’s began to be engaged in the fashion line
B、McDonald’s was willing to support New York Fashion Week
C、hot drinks were popular among women
D、McDonald’s began to focus on women to promote its products
答案D
解析 由题干中的McDonald’s in Paragraph 2定位到第二段最后一句。推理判断题。定位句表明，麦当劳公司也首次成为在二月举行的纽约时装周的赞助商，向那些喜欢创新潮流的女士们推销一款新的热饮产品。因此麦当劳公司的真正目的是把产品的促销攻势转向女性消费者，故D表述正确。
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