It can be argued that much consumer dissatisfaction with marketing strategies arises from an inability to aim advertising at only the likely buyers of a given product. 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 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 people who are actually exposed to the marketing program without regard to whether they need or want the product.
These three groups are rarely identical. An exception occurs in cases where customers for a particular industrial product may be few and easily identifiable. Such customers, all sha
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.
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