Passage 35 結(jié)論解釋型（消費者群體）
主題It can be argued that（用不太肯定的句式） much consumer dissatisfaction with marketing strategies arises from an inability to aim advertising at only the likely buyers of a given product.（判斷句——主題句）
理論背景：三種消費者群體，三個集合的關(guān)系There are three groups of consumers who are affected by the marketing process. First, there is the market segment—people who need the commodity in question. Second, there is the program target—people in（包含關(guān)系） the market segment with the “best fit” characteristics for a specific product. Lots of people may need trousers, but only a few qualify as likely buyers of very expensive designer trousers. Finally, there is the program audience―all（的集合） people who are actually exposed to the marketing program without regard to whether they need or want the product.
講相同點（例外）These three groups are rarely identical*6A. An exception occurs occasionally in cases where customers for a particular industrial product重工業(yè)產(chǎn)品 may be few and easily identifiable. Such customers, all sharing a particular need, are likely to form a meaningful target, for example（小例子，可暫時不看）, all companies with a particular application of the product in question, such as high-speed fillers of bottles at breweries. In such circumstances, direct selling*3（新名詞，重要內(nèi)容） (marketing that reaches only the program target) is likely to be economically justified, and highly specialized trade media高度專業(yè)化的行業(yè)媒體*1 exist to expose members of the program target—and only*1B members of the program target—to the marketing program.
一般情況Most consumer-goods輕工業(yè)產(chǎn)品*2 markets are significantly different*2. Typically, there are many rather than few potential customers*2. Each represents a relatively small percentage of potential sales*2. Rarely do（倒裝） members of a particular market segment group themselves neatly into a meaningful program target. There are substantial differences among consumers with similar demographic characteristics*7D. Even with all the past decade’s advances in information technology, direct selling of consumer goods is rare, and mass marketing（新名詞，重要）—a marketing approach that aims at a wide audience—remains the only economically feasible mode*3C（取非）. Unfortunately（古怪的語言，要看）, there are few media that allow the marketer (one that deals in a market; specifically: one that promotes or sells a product or service) to direct a marketing program exclusively to the program target. Inevitably, people get exposed to a great deal of marketing for products in which they have no interest and so they become annoyed.（文章首尾呼應(yīng)）
1. The passage suggests which of the following about highly specialized trade media*1（第三段，例外情況用直銷手段）?信息題（有定位）ADE反，C無
(A) They should be used only when direct selling is not economically feasible.說反了
(B) They can be used to exclude*1B from the program audience people who are not part of the program target.
(C) They are used only for very expensive沒提到過 products.
(D) They are rarely說反了 used in the implementation of marketing programs for industrial products.（B）
(E) They are used only when direct selling has not reached the appropriate market segment.說反了，和A差不多
2. According to the passage, most consumer-goods*2（最后一段） markets share which of the following characteristics?
I. Customers who differ significantly*2 from each other
II. Large numbers of potential customers*2
III. Customers who each represent a small percentage of potential sales*2
(A) I only
(B) II only
(C) I and II only
(D) II and III only（E）
(E) I, II, and III
3. The passage suggests which of the following about direct selling*3?信息題（有定位）（第三段）
(A) It is used in the marketing of most沒提到過 industrial products.
(B) It is often used in cases where there is a large沒提到過 program target.
(C) It is not economically feasible*3C for most marketing programs.
(D) It is used only for products for which there are many說反了 potential customers.（C）
(E) It is less successful只是使用情況不同，沒法比 at directing a marketing program to the target audience than are other marketing approaches.
4. The author mentions “trousers” (lines 9 and 11) most likely in order to舉例作用題（第二段，講MS和PT的概念）
(A) make a comparison between the program target and the program audience
(B) emphasize the similarities between the market segment and the program target
(C) provide an example of the way three groups of consumers are affected by a marketing program
(D) clarify the distinction between the market segment and the program target結(jié)論：MS比PT范圍要大，屬于MS不一定屬于PT（D）
(E) introduce the concept of the program audience
5. Which of the following best exemplifies the situation described in the last two sentences of the passage?類比題
(A) A product suitable for women age 21-30 is marketed at meetings attended only by potential customers.
(B) A company develops a new product and must develop an advertising campaign to create a market for it.
(C) An idea for a specialized product remains unexplored because media exposure of the product to its few potential customers would be too expensive.
(D) A new product is developed and marketers collect demographic data on potential consumers before developing a specific advertising campaign.（E）
(E) A product suitable for men age 60 and over is advertised in a magazine read by adults of all ages.廣告針對一些不要這些產(chǎn)品的人
6. The passage suggests that which of the following is true about the marketing of industrial products（第三段） like those discussed in the third paragraph?信息題（有定位）
(A) The market segment and program target are identical*6A.（第三段開頭）
(B) Mass marketing is the only feasible way of advertising such products.
(C) The marketing program cannot be directed specifically to the program target.
(D) More customers would be needed to justify the expense of direct selling.（A）
(E) The program audience would necessarily be made up of potential customers, regardless of the marketing approach that was used.
7. The passage supports which of the following statements about demographic characteristics*7（33-35行） and marketing?
(A) Demographic research is of no use in determining how successful a product will be with a particular group of consumers.
(B) A program audience is usually composed of people with similar demographic characteristics.
(C) Psychological factors are more important than demographic factors in defining a market segments.
(D) Consumers with similar demographic characteristics do not necessarily form a meaningful program target*7D.（D）
(E) Collecting demographic data is the first step that marketers take in designing a marketing program.
8. It can be inferred from the passage that which of the following is true for most consumer-goods markets*8?信息題（有定位）（最后一段）ABCD反
(A) The program audience is smaller than the market segment.說反了
(B) The program audience and the market segment are usually identical.說反了
(C) The market segment and the program target are usually identical.說反了
(D) The program target is larger than the market segment.說反了（E）
(E) The program target and the program audience are not usually identical.
主題It can be argued that（用不太肯定的句式） much consumer dissatisfaction with marketing strategies arises from an inability to aim advertising at only the likely buyers of a given product.（判斷句——主題句）
理論背景：三種消費者群體，三個集合的關(guān)系There are three groups of consumers who are affected by the marketing process. First, there is the market segment—people who need the commodity in question. Second, there is the program target—people in（包含關(guān)系） the market segment with the “best fit” characteristics for a specific product. Lots of people may need trousers, but only a few qualify as likely buyers of very expensive designer trousers. Finally, there is the program audience―all（的集合） people who are actually exposed to the marketing program without regard to whether they need or want the product.
講相同點（例外）These three groups are rarely identical*6A. An exception occurs occasionally in cases where customers for a particular industrial product重工業(yè)產(chǎn)品 may be few and easily identifiable. Such customers, all sharing a particular need, are likely to form a meaningful target, for example（小例子，可暫時不看）, all companies with a particular application of the product in question, such as high-speed fillers of bottles at breweries. In such circumstances, direct selling*3（新名詞，重要內(nèi)容） (marketing that reaches only the program target) is likely to be economically justified, and highly specialized trade media高度專業(yè)化的行業(yè)媒體*1 exist to expose members of the program target—and only*1B members of the program target—to the marketing program.
一般情況Most consumer-goods輕工業(yè)產(chǎn)品*2 markets are significantly different*2. Typically, there are many rather than few potential customers*2. Each represents a relatively small percentage of potential sales*2. Rarely do（倒裝） members of a particular market segment group themselves neatly into a meaningful program target. There are substantial differences among consumers with similar demographic characteristics*7D. Even with all the past decade’s advances in information technology, direct selling of consumer goods is rare, and mass marketing（新名詞，重要）—a marketing approach that aims at a wide audience—remains the only economically feasible mode*3C（取非）. Unfortunately（古怪的語言，要看）, there are few media that allow the marketer (one that deals in a market; specifically: one that promotes or sells a product or service) to direct a marketing program exclusively to the program target. Inevitably, people get exposed to a great deal of marketing for products in which they have no interest and so they become annoyed.（文章首尾呼應(yīng)）
1. The passage suggests which of the following about highly specialized trade media*1（第三段，例外情況用直銷手段）?信息題（有定位）ADE反，C無
(A) They should be used only when direct selling is not economically feasible.說反了
(B) They can be used to exclude*1B from the program audience people who are not part of the program target.
(C) They are used only for very expensive沒提到過 products.
(D) They are rarely說反了 used in the implementation of marketing programs for industrial products.（B）
(E) They are used only when direct selling has not reached the appropriate market segment.說反了，和A差不多
2. According to the passage, most consumer-goods*2（最后一段） markets share which of the following characteristics?
I. Customers who differ significantly*2 from each other
II. Large numbers of potential customers*2
III. Customers who each represent a small percentage of potential sales*2
(A) I only
(B) II only
(C) I and II only
(D) II and III only（E）
(E) I, II, and III
3. The passage suggests which of the following about direct selling*3?信息題（有定位）（第三段）
(A) It is used in the marketing of most沒提到過 industrial products.
(B) It is often used in cases where there is a large沒提到過 program target.
(C) It is not economically feasible*3C for most marketing programs.
(D) It is used only for products for which there are many說反了 potential customers.（C）
(E) It is less successful只是使用情況不同，沒法比 at directing a marketing program to the target audience than are other marketing approaches.
4. The author mentions “trousers” (lines 9 and 11) most likely in order to舉例作用題（第二段，講MS和PT的概念）
(A) make a comparison between the program target and the program audience
(B) emphasize the similarities between the market segment and the program target
(C) provide an example of the way three groups of consumers are affected by a marketing program
(D) clarify the distinction between the market segment and the program target結(jié)論：MS比PT范圍要大，屬于MS不一定屬于PT（D）
(E) introduce the concept of the program audience
5. Which of the following best exemplifies the situation described in the last two sentences of the passage?類比題
(A) A product suitable for women age 21-30 is marketed at meetings attended only by potential customers.
(B) A company develops a new product and must develop an advertising campaign to create a market for it.
(C) An idea for a specialized product remains unexplored because media exposure of the product to its few potential customers would be too expensive.
(D) A new product is developed and marketers collect demographic data on potential consumers before developing a specific advertising campaign.（E）
(E) A product suitable for men age 60 and over is advertised in a magazine read by adults of all ages.廣告針對一些不要這些產(chǎn)品的人
6. The passage suggests that which of the following is true about the marketing of industrial products（第三段） like those discussed in the third paragraph?信息題（有定位）
(A) The market segment and program target are identical*6A.（第三段開頭）
(B) Mass marketing is the only feasible way of advertising such products.
(C) The marketing program cannot be directed specifically to the program target.
(D) More customers would be needed to justify the expense of direct selling.（A）
(E) The program audience would necessarily be made up of potential customers, regardless of the marketing approach that was used.
7. The passage supports which of the following statements about demographic characteristics*7（33-35行） and marketing?
(A) Demographic research is of no use in determining how successful a product will be with a particular group of consumers.
(B) A program audience is usually composed of people with similar demographic characteristics.
(C) Psychological factors are more important than demographic factors in defining a market segments.
(D) Consumers with similar demographic characteristics do not necessarily form a meaningful program target*7D.（D）
(E) Collecting demographic data is the first step that marketers take in designing a marketing program.
8. It can be inferred from the passage that which of the following is true for most consumer-goods markets*8?信息題（有定位）（最后一段）ABCD反
(A) The program audience is smaller than the market segment.說反了
(B) The program audience and the market segment are usually identical.說反了
(C) The market segment and the program target are usually identical.說反了
(D) The program target is larger than the market segment.說反了（E）
(E) The program target and the program audience are not usually identical.