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When everything is available for sale on your smartphone, why is your mailbox still filled with catalogs? The old-school marketi

admin2015-03-20  6
问题     When everything is available for sale on your smartphone, why is your mailbox still filled with catalogs? The old-school marketing format has survived to play a crucial creative role in modern e-commerce. Today, the catalog is bait for customers, like a store window display, and a source of inspiration, the way roaming through store aisles can be. The hope is shoppers will mark pages they like and then head online, or into a store, to buy.
    Today’s catalogs are no longer phone-book-size compilations of every item a retailer sells. Instead, they have fewer pages and merchandise descriptions, and more and bigger photos and lifestyle images.
    For retailers, creating the inspiration comes with hefty costs, including expensive photo shoots and rising postage rates. However, the potential for boosting sales has brought new interest in print catalogs. Some retailers founded primarily online are entering the fray, including Bonobos, the menswear brand built on the idea of better-fitting pants.
    Marketers mailed 11.9 billion catalogs in 2013, according to the Direct Marketing Association, marking the first uptick in years. Total catalog circulation is still far below the 2007 peak of 19.6 billion. The 2008 recession forced catalog companies to cut dead wood out of their mailing lists and get smarter about how and when they mail.
    Due to catalogs, the sale amount is rising. "Now, some 20% of the website’ s first-time customers are placing their order after having received a catalog," says Craig Elbert, vice president of marketing for Bonobos. They spend 1.5 times as much as new shoppers who didn’t receive a catalog first.
    However, catalogs require months of advance planning and production. "It’s easy to fake out a yoga studio so it looks like winter," says Tess Roering, Athleta vice president of creative and marketing. But for skiing, she says, "We need to go to places that have real snow." Thus, the Athleta team is set to travel to New Zealand in a few months.
    Besides, long catalog-making leads brands into specific products. After Athleta featured blue-and-yellow running tights on its April catalog cover, the tights arrived in stores 10 days late. Catalogs sent shoppers to stores for a product that wasn’ t there.
    "It’s disappointing," Ms. Roering says, "however, once the tights were in stock, they sold well. So every coin has two sides."
What is the passage mainly about?
选项 A、The old-school marketing format’ s function on sales.
B、Retailers’ complaining about the cost of catalogs.
C、How to make catalog-making time-saving.
D、Catalogs’ promotion on the sale of products and its disadvantages.
答案D
解析 纵观全文，首段介绍纸质商品目录这种传统营销形式在现代网购时代起着关键作用。随后指出尽管成本很高，零售商还是乐于邮寄商品目录，因为它可以大大增加商品销售量。最后交代了尽管商品目录耗时且成本高，但仍然受到零售商的重视，因此D项“商品目录册对商品销售额的提高及其缺点”为正确答案。A项只谈到商品目录的作用，以偏概全。B项与文章主题相反。C项内容没有在文中得以体现。
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