题目内容
？Read the following extract from an article about market targeting, and the questions followed.
？For each question 15--20, mark one letter (A, B, C, or D) on your Answer Sheet for the answer you choose.
The company might decide to ignore market segment differences and go for the whole market with one market offer. This approach focuses on what is common in the needs of consumers rather than on what is difficult. Product and marketing programs are designed to appeal to most buyers. Mass distribution and mass advertising are relied on. An example of undifferentiated marketing would be the launch of a new chocolate bar targeted at everyone. This approach provides cost economics. Production, inventory and transportation costs are kept low by the single product line. Similarly, advertising, market research and product management costs are kept low. However, most modern marketers have strong doubts about this strategy. It is very difficult to develop a product or brand that will satisfy all customers. Heavy competition will usually be attracted and therefore margins will often be low.
A company may decide to target several market segments and design separate offers for each. General Motors tries to produce a car for every 'purse, purpose and personality'. By establishing a strong position in several segments, consumers’ overall identification with the company will be strengthened and therefore provide a better chance of repeat purchasing. Differentiated marketing typically creates more total sales than undifferentiated marketing. But the production and marketing costs are increased. In some cases, 'over segmentation' can Occur and a company may try to broaden its base. For example, the target market for Johnson ' & Johnsen’s baby shampoo was broadened to include adults. Many countries see a third possibility that is especially appealing when company resources are limited. Instead of going for a small share of a large market, the firm goes for a large share of a submarket. Many examples of concentrated marketing can be found. In computers Sinclair targeted the bottom end of the home computer market； in cars, Saab focuses on the luxury sports car market; in clothes, Laura Ashley originally targeted a distinct segment of the women’s clothes market.
Through this approach, a strong market position can be achieved, operating costs can be kept low and, if targeted well, the firm can earn a high rate of return on its investment. At the same time, higher than normal risks are involved. The particular market segment can tarn sour； larger competitors may well enter the same segment with many more marketing resources. For these reasons, many companies prefer to diversify in several segments.
In terms of application, many factors must be considered when choosing one of the above strategies. When a firm's resources are limited, concentrated marketing make the most sense. Undifferentiated marketing is more suited when the product is homogeneous like grapefruit or steel. The product's stage in its life cycle must also be considered. When a new product is introduced, it is often practical to launch just one version and in that case undifferentiated or concentrated marketing makes the most sense. Differentiated marketing is more applicable to more mature products. Finally, competitors~ marketing strategies are important.
According to the first paragraph, what the main advantage does undifferentiated marketing have？
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Which of the following is NOT a U. city？
Although many calls we make are absolutely unnecessary, mobile phones can surely bring us
听力原文： Started in 1636, Harvard University is the oldest of all the colleges and universities in the United States. Yale, Princeton, and Dartmouth were opened soon after Harvard. They were all started before the American Revolution made the thirteen colonies into states.
In the early years, these schools were much alike. Only young men attended college. All the students studied the same subjects and everyone learned Latin and Greek. Little was known about science then, and one kind of school could teach everything that was known about the world. When the students graduated, most of them became ministers or teachers.
In 1782, Harvard started a medical school for young men who wanted to become doctors. Later, lawyers could receive their training in Harvard Law School. In 1825, Harvard began teaching modem languages, such as French and German, as well as Latin and Greek. Soon it began teaching American history.
As knowledge increased, Harvard and other colleges began to teach many new subjects. Students were allowed to choose the subjects that interested them.
Special colleges for women were started. New state universities began to teach such subjects as farming, engineering and business. Today, there are many different kinds of colleges and universities. Most of them are divided into smaller schools that deal with special fields of learning. There is so much to learn that one kind of school cannot offer it all.
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Our skins let us know whether the air is moist or dry, whether surfaces are wet without being sticky or slippery. From the uniformity (均匀) of slight pressure, we can be aware how deeply a finger is thrust (刺) into water at body temperature, even if the finger is enclosed in a rubber glove that keeps the skin completely dry. Many other animals, with highly sensitive skins appear to be able to learn still more about their environment. Often they do so without employing any of the five senses.
By observing the capabilities of other members of the animal kingdom we come to realise that a human being has far more possibilities than are utilized. We neglect ever so many of our senses in concentrating on the five major ones. At the same time a comparison between animals and man draws attention to the limitations of each sense. The part of the spectrum (光谱) seen by colour conscious man as red is non-existent for honey-bees. But a bee can see far more in flowers than us, because the ultra-violet (紫外线) to which our eyes are blind is a stimulating (刺激的) part of the insect's spectrum and for honey-bees at least constitutes (构成，组成) a separate colour.
From the passage we realise that ______.
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