問題詳情
V. Reading Comprehension: 2%/Each, 10% In recent years, "hunger marketing" has been applied in many promotion campaigns, especially smart phones. This is a marketing strategy where the commodity supplier deliberately gives a surprising price to attract potential customers and then restricts the supply of product, resulting in the phenomenon of excess demand. Apple’s strategy on iPhone is known to have applied hunger marketing, in which they reduce the quantity supplied and successfully trigger a higher demand to gain a higher profit. Such successful experience has been copied by many other brands; however, simple as it may seem, it doesn’t always lead to the expected outcomes. Hunger marketing can be a double-edged sword. Used well, it adds value to the brand; badly used, it will hurt the brand appeal and reduce its value. In addition to raising prices, the ultimate effect of hunger marketing also includes establishing a high-value brand image and creating higher added value for the brand. The success of hunger marketing depends on many conditions. Primarily, the product itself should have enough market potential. And the manufacturer has to build up emotional relationships with consumers to motivate their desires. Nevertheless, blindly whetting customers’ appetite will consume the customers’ patience, turning them to other competitors once it breaks through their psychological bottom line. For hunger marketing to be fully operated, the manufacturers also need to choose the best way for promotion according to their characteristics and always keep a close monitor of other competitors’ marketing strategy since consumers’ desires are partially affected by the impact of competitors’ marketing activities. To sum up, when the market is competitive, the consumer is not mature enough, and the competitiveness of products is irreplaceable, “hunger marketing” will probably succeed. (U5 related)
【題組】46.What is this article mainly about?
(A) To explain how Apple uses hunger marketing to sell iPhone successfully.
(B) To teach consumers how to identify manufacturers’ hunger marketing strategies and avoid them.
(C) To introduce hunger marketing and analyze the factors which may lead to its successful operation.
(D) To advocate the benefits of hunger marketing and encourage manufacturers to apply it.
參考答案
答案：C
難度：非常困難0
統計：A(0),B(0),C(0),D(0),E(0)