网站首页 练习题 成语大全 造句 名词解释 经典语录 名人语录
当前位置:国文精选馆 > 练习题 > 

Whatdoconsumersreallywant?That’saquestionmarketresearch...

栏目: 练习题 / 发布于: / 人气:1.93W

问题详情:

Whatdoconsumersreallywant?That’saquestionmarketresearch...

What do consumers really want? That’s a question market researchers would love to answer. But since people don’t always say what they think, marketers would need direct access to consumers’ thoughts to get the truth.

And now, in a way, that is possible.At the “Mind of the Market” laboratory at Harvard Business School, researchers are looking inside shoppers’ skulls to develop more effective advertisements and marketing styles.Using imaging techniques that measure blood flow to various parts of the brain, the Harvard team hopes to predict how consumers will react to particular products and to discover the most effective ways to present information.Stephen Kosslyn, a professor of psychology at Harvard, and business school professor Gerald Zaltman, oversee the lab.“The goal is not to influence people’s preferences,” says Kosslyn, “just to speak to their actual desires."

The group’s findings, though still preliminary (初步的), could change how firms develop and market new products.The Harvard group use position emission tomography (PET) scans to monitor the brain activity.These PET scans, along with other imaging techniques, enable researchers to see which parts of the brain are active during specific tasks(such as remembering a word)elations (相互关系) have been found between blood flow to specific areas and future behavior.Because of this, Harvard researchers believe the scans can also predict future purchasing patterns.According to an unpublished paper the group produced, “It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to certain materials, but also whether they tend to want those materials months later.”

The Harvard group is now moving into the next stage of experiments.They will explore how people remember advertisements as part of an effort to predict how they will react to a product after having seen an ad.The researchers believe that once key areas of the brain are identified, scans on about two dozen volunteers will be enough to draw conclusions about the reactions of specific sections of the population.Large corporations-including Coca Cola, Eastman Kodak, General Motors, and Hallmark-have already signed up to fund further investigations.

For their financial support, these firms gain access to the experiments but cannot control them.If Kosslyn and Zahman and their team really can read the mind of the market, then consumers may find it even harder to get those advertising jingles-out of their heads.

1.Which of the following statements can be the best title for this passage?

A.Reading the Mind of the Market.

B.Influencing the Customers’ Choice.

C.Influencing the Style of Advertising.

D.Experimenting with the Way to Foretell

2.Why do the Harvard researchers use scientific technology in the experiments?

A.Because they want to find a better way to persuade people into purchasing patterns in the future in the different market.

B.Because they don’t trust the findings already done by other researchers.

C.Because they want to see how particular products can influence consumers and find out the most effective ways to advertise.

D.Because they think the marketing strategies can actually be changed after the experiments.

3.The following statements are true except that    

       A.People sometimes hide their true feelings when questioned by the marketing surveyors.

       B.Stephen Kosslyn and Gerald Zaltman are in charge of the experiment and think ill of the study.

       C.Harvard researchers have found some relation between people’s brain and future behavior.

       D.Many large companies finance the Harvard group’s further investigations.

4.What does “to speak to” in the 2nd paragraph mean?

A.To communicate with.                         B.To say to.

C.To talk to.                                         D.To respond to.

5.The last sentence of the passage implies that ___________.

A.it is very likely that customers will buy unnecessary things just depending on the ads in the future.

B.in fact, the real purpose of Harvard group’s research is to attract more consumers into the market.

C.Coca Cola or the General Motors can exploit the findings of the experiments in their own marketing.

D.consumers may find it more difficult to get out of the advertising jungle and it may cause them headaches.

【回答】

ACBDA

知识点:阅读理解

题型:未分类

Tags:
热门文章
下列反应,产物的颜*按红*、红褐*、淡黄*、蓝*顺序排列的是①金属*在纯氧中燃烧 ②FeSO4溶液中滴入NaO... 有关下图及实验的描述正确的是A.用*图装置电解精炼铝B.用乙图装置制备C.*图装置可制得金属锰,用同样的装置可... 如图所示,比荷为e/m的电子从左侧垂直于界面、垂直于磁场*入宽度为d、磁感应强度为B的匀强磁场区域,要从右侧面... (1)Al2(SO4)3溶液加热蒸干并灼烧最终得到物质是     (填化学式),AlCl3溶液加热蒸干并灼烧最... 某赛季,*、乙两名篮球运动员都参加了11场比赛,他们每场比赛得分的情况用如图所示的茎叶的图表示,则*、乙两名运... 人们进行什么样的人生选择,走什么样的人生道路,实际上都是在一定的价值观指导下进行的。这说明( )A.价值观对... 如图,四边形内接于,点在的延长线上,若,则 2010年4月14日青海玉树发生了7.1级地震。请你结合下图及所学生物学知识,解答抗震救灾中对伤员的救援及处理...  R、T、Q、W在元素周期表中的相对位置如图所示,其中T所处的周期序数与族序数相等。下列判断不正确的是( )... 下列有关微粒的说法错误的是( )A.原子、分子、离子都是构成物质的微粒B.*原子失去1个电子形成*离子C.过... *化*()是工业上冶炼黄金的重要原料,工业上生产*化*的化学方程式为2Na+2C+2NH3=2NaCN+3H2...  已知在坐标平面内有一点,若,那么点的位置在(    )A.原点          B.轴上         ... 一件商品提价25%后发现销路不是很好,欲恢复原价,则应降价A.40%B.20%C.25%D.15%试题*练习...  Holidayis________timeforleisure.Butmakinggooduseof____... 电解饱和食盐水,当*极附近有0.8mol*氧化*生成时,导线中通过的电子的物质的量是( )A.0.16mol...
推荐内容