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题库 / Prep2007E1-CR-31
Manufacturers issue cents-off coupons to get consumers to try their brand of product with the hope that the consumers who try their brand will switch their brand loyalty. So in the initial marketing of their new brand X, Hartman Industries should issue cents-off coupons, thereby attracting a large segment of potential consumers as loyal customers.
Which of the following, if true, casts the most serious doubt on the likelihood that the marketing strategy recommended above will have the result that is claimed?
Many consumers are unlikely to try new brands of products unless offered an inducement to do so.
The consumers whose purchases are strongly influenced by cents-off coupons tend not to become loyal customers of any particular brand.
Many grocery stores attract customers by doubling the face value of manufacturer's coupons.
Typically less than one-third of the coupons issued by a manufacturer are redeemed by consumers.
A marketing campaign that uses cents-off coupons is most effective when combined with a television advertising campaign.
手段
运用COC→用户对品牌变忠诚
削弱，即说明手段没用、或副作用
A、除非用刺激，用户不尝试新牌子，加强（COC算是刺激）
B、会被COC吸引的用户不会对任何牌子忠诚，削弱，CORRECT
C、many stores的促销手段，与COC、用户忠诚度无关
D、少于1/3的优惠券被顾客兑现，与用户忠诚度无关
E、COC与TV广告结合效果好，与用户忠诚度无关
方案模式，可行性不行
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Plan: 发放优惠券； Goal：使得很多潜在客户尝试他们的产品，成为忠实客户
choice B:受到优惠券影响的消费者，本身就不太会成为任何品牌的忠实客户
key point:"attracting a large segment of potential consumers as loyal customers by sending cent-off coupons"
(a) 前提，scope 無關。
(b) 削弱，會被吸引的這種人不會成為任何一個品牌的忠實顧客。
(c) 他方法無關，
(d) 手段之前，scope 無關
(e) 手段之後，scope 無關
Manufacturers issue cents-off coupons to get consumers to try their brand of product with the hope that the consumers who try their brand will switch their brand loyalty.
第一个to do做目的状语，修饰issue，发行优惠券以获取顾客；第二个to do是定语，修饰consumers，获取顾客，这些顾客将会尝试他们的品牌；with the hope做状语，修饰issue，带着什么样的希望发行优惠券。
issue sth to sb，发行，发布
the face value面值，票面价值；redeem，兑换票券，偿付贷款
Plan: 发放优惠券； Goal：使得很多潜在客户尝试他们的产品，成为忠实客户
choice B:受到优惠券影响的消费者，本身就不太会成为任何品牌的忠实客户
方案推理
方案：issue cents-off coupons
目的：thereby attracting a large segment of potential consumers as loyal customers
削弱
B选项，既方案的可行性。