[单项选择]

U.S. direct marketers are taking advantage of the trends of the market and natural advantages which provide good opportunities in Japan. And the future looks promising, too. In particular, the appreciation of the yen, or what the Japanese refer to as endaka (日元升值), has made many U.S. products much more affordable and desirable to the Japanese consumers. Also, through direct marketing U. S. companies can bypass the multitier distribution channels and provide the Japanese consumers with a product that is priced very competitively to the retail product. Another advantage is that the Japanese market consists of a very affluent society with a high income. Direct marketing allows the Japanese consumers to increase their leisure time by staying at home and shopping. This is very important since leisure time is a very precious commodity in a society which typically has a long work week. (Japanese direct marketers have also taken note of this factor, as evidenced by the trend of stagnant
A. Evaluation.
B. Enjoyment.
C. Gratitude.
D. Increase in value.

[单项选择]

U.S. direct marketers are taking advantage of the trends of the market and natural advantages which provide good opportunities in Japan. And the future looks promising, too. In particular, the appreciation of the yen, or what the Japanese refer to as endaka (日元升值), has made many U.S. products much more affordable and desirable to the Japanese consumers. Also, through direct marketing U. S. companies can bypass the multitier distribution channels and provide the Japanese consumers with a product that is priced very competitively to the retail product. Another advantage is that the Japanese market consists of a very affluent society with a high income. Direct marketing allows the Japanese consumers to increase their leisure time by staying at home and shopping. This is very important since leisure time is a very precious commodity in a society which typically has a long work week. (Japanese direct marketers have also taken note of this factor, as evidenced by the trend of stagnant
A. The reason why U.S. products are now welcomed in Japan.
B. U.S. marketers want to expand their markets to Japan.
C. The author gives a comparison between U.S. and Japanese products.
D. With their high income, Japanese people can now afford U.S. products.

[填空题]By taking advantage of the United States’ ______, other major powers of the world have made great progress in the relationship with African countries.

[简答题]absolute advantage

[单项选择]As marketers increase their communication through both print and electronic channels, the opportunity for （　）is growing rapidly.
A. fraud
B. jargon
C. pledge
D. motivation

[简答题]

How Marketers Target Kids

Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents’ buying decisions and they are the adult consumers of the future. Industry spending on advertising to children has exploded in the past decade, increasing from a mere $100 million in 1990 to more than $2 billion in 2000.
Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids.
Here are some of the strategies marketers employ to target kids: Pester(纠缠) Power
Today’s kids have more autonomy and decision-making power within the family than in previous generations, so it follows that kids are

[单项选择]

How Marketers Target Kids

Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents’ buying decisions and they are the adult consumers of the future. Industry spending on advertising to children has exploded in the past decade, increasing from a mere $100 million in 1990 to more than $2 billion in 2000.
Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids.
Here are some of the strategies marketers employ to target kids: Pester(纠缠) Power
Today’s kids have more autonomy and decision-making power within the family than in previous generations, so it follows that kids are vocal ab
A. they don’t earn as much money as before
B. they don’t have enough time for their kids
C. they postpone children until later in life
D. they think time is more precious than money

[单项选择]Marketers should find out （）customers want
A. what   
B. which
C. that   
D. with

[填空题]What enables the marketers anticipate customers’ behaviors