Passage Reading and English Comprehension
(a) They should be used only when direct selling is not economically feasible.
(b) They can be used to exclude from the program audience people who are not part of the program target.
(c) They are used only for very expensive products.
(d) They are rarely used in the implementation of marketing programs for industrial products.
132. According to the passage, most consumer-goods markets share which of the following characteristics?
I. Customers who differ significantly from each other
II. Large numbers of potential customers
III. Customers who each represent a small percentage of potential sales
(a) I only
(b) II only
(c) I and II only
(d) I, II, and III
133. The passage suggests which of the following about direct selling?
(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.
134. The author mentions “trousers” most likely in order to
(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
135. Which of the following best exemplifies the situation described in the last two sentences of the passage?
(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 product suitable for men age 60 and over is advertised in a magazine read by adults of all ages.
136. The passage suggests that which of the following is true about the marketing of industrial products like those discussed in the third paragraph?
(a) The market segment and program target are identical.
(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.
137. The passage supports which of the following statements about demographic characteristics 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.
138. It can be inferred from the passage that which of the following is true for most consumer-goods markets?
(a) The program audience is smaller than the market segment.
(b) The program audience and the market segment are usually identical.
(c) The program target and the program audience are not usually identical.
(d) The market segment and the program target are usually identical.
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