资料：Word of Mouth promotion is based on the principle of pull marketing.
Word of mouth （WOM） promotion is based on the principle of pull marketing. It relies on the transmission of a positive marketing message from person to person through conversation or a personal communication such as email or text message. Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales.
Red Bull extensively uses pull marketing. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of Red Bull events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales.
The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a ripple effect.
What may discourage the consumers to introduce the product to others?
- A.that the customers don't enjoy the drink
- B.that the campaign is made regularly
- C.that the customers always see the coverage of the company in magazines
- D.all above
正确答案及解析
正确答案
解析
本题考查的是细节理解。
【关键词】What; may discourage the consumers ; to introduce to others
【主题句】第3自然段As people experience the drink and appreciate its qualities, they become advocates for the brand. 当人们体验到这种饮料并欣赏它的品质时，他们就成为了这个品牌的代言人。
【解析】本题的问题是“什么会阻止消费者把产品介绍给别人呢？”。选项A意为“顾客不喜欢这种饮料”；选项B意为“这个活动定期进行”；选项C意为“顾客总是在杂志上看到公司的报道”；选项D意为“上述所有”。根据主题句可知，人们喜欢这种饮料的时候才会介绍给别人，反之，不喜欢的话就不会介绍给别人，故选A。
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