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1、精品文档_银行招聘考试(面试部分)-相同项单选集1、Thetraditionaldistinctionbetweenproductsthatsatisfyneedsandthosethatsatisfywantsisnolongeradequatetodescribeclassesofproducts.Intodaysprosperoussocietiesthedistinctionhasbecomeblurredbecausesomanywantshavebeenturnedintoneeds.Awriter,forinstance,canworkwithpaperandpencils.Th
2、esearelegitimateneedsforthetask.Buttheworkcanbedonemorequicklyandefficientlywithawordprocessor.Thusacomputerissoonviewedasaneedratherthanawant.Inthefieldofmarketing,consumergoodsareclassedaccordingtothewayinwhichtheyarepurchased.Thetwomaincategoriesareconveniencegoodsandshoppinggoods.Twolessertypesa
3、respecialtygoodsandunsoughtgoods.Itmustbeemphasizedthatallofthesetypesarebasedonthewayshoppersthinkaboutproducts,notonthenatureoftheproductsthemselves.WhatisregardedasaconvenienceiteminFrance(wine,forexample)maybeaspecialtygoodintheUnitedStates.Peopledonotspendagreatdealoftimeshoppingforsuchconvenie
4、nceitemsasgroceries,newspapers,toothpaste,razorblades,aspirin,andcandy.Thebuyingofconveniencegoodsmaybedoneroutinely,assomefamiliesbuygroceriesonceaweek.Suchregularlypurchaseditemsarecalledstaples.Sometimesconvenienceproductsareboughtonimpulse:someonehasasuddendesireforanicecreamsundaeonahotday.Orth
5、eymaybepurchasedasemergencyitems.Shoppinggoodsareitemsforwhichcustomerssearch.Theycompareprices,quality,andstyles,andmayvisitanumberofstoresbeforemakingadecision.Buyinganautomobileisoftendonethisway.Shoppinggoodsfallintotwoclasses:thosethatareperceivedasbasicallythesameandthosethatareregardedasdiffe
6、rent.Itemsthatarelookeduponasbasicallythesameincludesuchthingsashomeappliances,televisionsets,andautomobiles.Havingdecidedonthemodeldesired,thecustomerisprimarilyinterestedingettingtheitematthemostfavorableprice.Itemsregardedasinherentlydifferentincludeclothing,furniture,anddishes.Quality,style,andf
7、ashionwilleithertakeprecedenceoverprice,ortheywillnotmatteratall.Specialtygoodshavecharacteristicsthatimpelcustomerstomakespecialeffortstofindthem.Pricemaybenoconsiderationatall.Specialtygoodscanincludealmostanykindofproduct.Normally,specialtygoodshaveabrandnameorotherdistinguishingcharacteristics.U
8、nsoughtgoodsareitemsaconsumerdoesnotnecessarilywantorneedormaynotevenknowabout.Promotionoradvertisingbringssuchgoodstotheconsumersattention.TheproductcouldbesomethingnewonthemarketastheSonyWalkmanoncewasoritmaybeafairlystandardservice,suchaslifeinsurance,forwhichmostpeoplewillusuallynotbothershoppin
9、g.Awordprocessorcanbelookedonassatisfying_ratherthan_ifitbecomestheonlymeanstoanend.A.awant,aneedB.aneed,awantC.amachine,atoolD.atool,amachine2、Thetraditionaldistinctionbetweenproductsthatsatisfyneedsandthosethatsatisfywantsisnolongeradequatetodescribeclassesofproducts.Intodaysprosperoussocietiesthe
10、distinctionhasbecomeblurredbecausesomanywantshavebeenturnedintoneeds.Awriter,forinstance,canworkwithpaperandpencils.Thesearelegitimateneedsforthetask.Buttheworkcanbedonemorequicklyandefficientlywithawordprocessor.Thusacomputerissoonviewedasaneedratherthanawant.Inthefieldofmarketing,consumergoodsarec
11、lassedaccordingtothewayinwhichtheyarepurchased.Thetwomaincategoriesareconveniencegoodsandshoppinggoods.Twolessertypesarespecialtygoodsandunsoughtgoods.Itmustbeemphasizedthatallofthesetypesarebasedonthewayshoppersthinkaboutproducts,notonthenatureoftheproductsthemselves.Whatisregardedasaconvenienceite
12、minFrance(wine,forexample)maybeaspecialtygoodintheUnitedStates.Peopledonotspendagreatdealoftimeshoppingforsuchconvenienceitemsasgroceries,newspapers,toothpaste,razorblades,aspirin,andcandy.Thebuyingofconveniencegoodsmaybedoneroutinely,assomefamiliesbuygroceriesonceaweek.Suchregularlypurchaseditemsar
13、ecalledstaples.Sometimesconvenienceproductsareboughtonimpulse:someonehasasuddendesireforanicecreamsundaeonahotday.Ortheymaybepurchasedasemergencyitems.Shoppinggoodsareitemsforwhichcustomerssearch.Theycompareprices,quality,andstyles,andmayvisitanumberofstoresbeforemakingadecision.Buyinganautomobileis
14、oftendonethisway.Shoppinggoodsfallintotwoclasses:thosethatareperceivedasbasicallythesameandthosethatareregardedasdifferent.Itemsthatarelookeduponasbasicallythesameincludesuchthingsashomeappliances,televisionsets,andautomobiles.Havingdecidedonthemodeldesired,thecustomerisprimarilyinterestedingettingt
15、heitematthemostfavorableprice.Itemsregardedasinherentlydifferentincludeclothing,furniture,anddishes.Quality,style,andfashionwilleithertakeprecedenceoverprice,ortheywillnotmatteratall.Specialtygoodshavecharacteristicsthatimpelcustomerstomakespecialeffortstofindthem.Pricemaybenoconsiderationatall.Specialtygoodscanincludealmostanykindofproduct.Normally,specialtygoodshaveabrandnameorotherdistinguishingcharacteristics.Unsoughtgoodsareitemsaconsumerdoesnotnecessarilywantorneedormaynotevenknowabout.Promotionoradvertisingbringssuchgoodstotheconsumersattention.Theproductcouldbeso
