问题 单项选择题 案例分析题

江西凤凰光学仪器(集团)公司的前身是江西光学仪器总厂。它是我国少数几家技术实力雄厚的照相机生产厂家之一,其生产的凤凰系列照相机,因镜头质量优良、机械性能卓越而备受消费者青睐,是少数叫得响的国产照相机之一。

尤其是“江光”在20世纪80年代开发投产的凤凰205相机,曾经风靡全国。尽管当时的最高年产量达到了23万架,但商品仍然供不应求,销售商要排队等候提货。然而,好景不长,80年代末期,一种来自境外的塑料壳全自动照相机(俗称“傻瓜”相机),洪水般地涌入我国。大量走私相机的涌入,使我国照相机行业面临灭顶之灾。因为“傻瓜”相机不仅操作简单,而且价格低廉,正好迎合了中国消费者的口味。在这股汹涌的“傻瓜”洪水冲击下,国产相机几乎全军覆没,几家幸存的企业也是苟延残喘。

“江光”自然也未能幸免。在短短几年时间里,凤凰205相机由最高年产量25万架跌至7万架:“江光”由年创造利税过千万元到亏损超过500万元。

面对这样的环境和形势,“江光”顺应潮流,向市场推出了自己的“傻瓜”相机——凤凰602、604。但是由于商品的内在质量和外观设计都无法与国外或合资的同类商品相媲美,商品销售不出去,大批凤凰“傻瓜”相机积压。“江光”不仅没有借“傻瓜”相机走出困境,反而变得更加困难。

凤凰在“傻瓜”相机市场上受挫,使“江光”面临新的选择,目标市场定位问题被重新提到议事日程上来:到底是集中力量在竞争日益激烈的“傻瓜”相机市场抢一口饭吃,还是重新寻找目标顾客,并开发新商品来满足他们的需求

经过对市场和企业自身条件认真分析和比较,“江光”公司明智地决定退出“傻瓜”相机市场,另辟蹊径。从当前的市场环境来看,尽管“傻瓜”相机的目标市场是需求巨大的普通消费者(非专业的相机使用者),但是这个市场的竞争也日趋白热化。尤为重要的是,在“傻瓜”相机的竞争中,国内相机生产厂家处于明显的劣势。因为全自动照相机需要高质量的电子元件和塑料配件,换句话说,需要相关产业较高水平的支持,而我国在这方面与国外尚存在一定的差距,因此,生产出来的“傻瓜”相机很难与国外同类商品相抗衡。而从“江光”自身条件来看,它的光学镜头和机械制造技术有其独到之处。比如,“江光”生产的镜头,其质量完全可以和代表国际最高水准的德国的蔡斯镜头相媲美;“江光”生产的纵走式钢片快门,也曾令日本一家大企业眼红,主动要求与“江光”合作。另外,内地的劳动力成本也较低。就凭着镜头、快门以及廉价劳动力这三条,“江光”在生产照相机的基础上就此国外厂家有优势。

综合分析上述的各种利弊后,“江光”公司毅然决定退出“傻瓜”相机市场,以自己的技术优势来为专业摄影人员和一些具有一定专业知识的摄影爱好者服务。这个目标市场虽然不大,但相对稳定,而且随着人们生活水平的提高呈不断扩大的趋势。他们最为关注的是相机质量(镜头和机械性能)和性能价格比,这正是“江光”的优势所在。当时,国际相机专业市场上正流行一种金属壳单镜头反光照相机,“江光”决定以此为突破口,打入国际专业相机市场。

根据以上资料,请回答下列问题:

“江光”公司目前采用的目标市场营销战略是()。

A.无差异性营销战略

B.差异性营销战略

C.集中性营销战略

D.形象差异化营销战略

答案

参考答案:C

解析:

集中性营销战略是指企业在将整体市场分割为若干细分市场后,只选择其中某一细分市场作为目标市场,为该市场开发一种商品,实行集中营销。案例中,“江光”公司利用技术优势选择专业摄影人员和一些具有一定专业知识的摄影爱好者为目标群体,集中生产金属壳单镜头反光照相机,属于集中性营销战略。

单项选择题

If the past couple of weeks are any indication, mainstream media may be primed for a comeback. In July, The Washington Post published its massive "Top Secret America" series, painstakingly detailing the growth of the US intelligence community after 9/11. When it ran, New York Observer editor Kyle Pope crowed (on Twitter, ironically), "Show me the bloggers who could have done this !" The Los Angeles Times recently mobilized a community to action when it broke the news that top city officials in Bell, Caiif. , one of the poorest cities in Los Angeles county, were raking in annual salaries ranging from $100,000 to $ 800,000.
Clearly, if mainstream media is an aging fighter against the ropes, it still has a few punches left to throw. But such make-a-difference journalism requires lots of time and money, something most news outlets don’t have. And it runs counter to the frantic pace of modern, Web-driven newsrooms. So for journalism to survive in the Digital Age, it needs to be simultaneously fast-paced and substantive, snarky and thought-provoking. Or, at the very least, it must find some middle ground where illuminating investigative pieces and Mel Gibson telephone call mash-ups can coexist.
The 24/7 newsroom has become an intractable part of the media landscape, and the Web is the primary battleground news outlets have to win in order to stay competitive. That has forced journalists to become much more mindful of online traffic, which can sap morale. As a recent New York Times piece put it.- "Young journalists who once dreamed of trotting the globe in pursuit of a story are instead shackled to their computers, where they try to eke out a fresh thought or be first to report anything that will impress Google algorithms and draw readers their way. " But the Washington Post and Los Angeles Times pieces demonstrate that, regardless of whether the stories appear in print or online, reporters still need the time and space to be effective watchdogs--to track down sources and slog through financial disclosures, and court documents that often fill the better part of a journalist’s working life.
Right out of college, I spent several years working for a mid-size regional daily newspaper. I covered endless city and county government meetings, reported on crime and education, and learned that reporters should always carry a sensible pair of shoes in their car in case they are sent into the mountains to cover a wildfire. In my relatively short time in the newspaper trenches, I developed a profound respect for the people who do the decidedly unglamorous work of keeping government honest for little pay and even less job security.
The Pew Research Center’s State of the News Media 2010 report found that, while reported journalism is contracting and commentary and analysis is growing, 99 percent of the links on blogs circle back to the mainstream press. (Just four outlets--BBC, CNN, The New York Times, and The Washington Post--account for 80 percent of all links. ) The report concludes that new media are largely filled with debate that is dependent on the shrinking base of reporting coming from old media. The same report included polling data showing that 72 percent of Americans feel that most news sources are biased in their coverage, feel overwhelmed rather than informed by the amount of news and information they’re taking in.
I’m not advocating a return to some supposed halcyon period before the Internet. I’m still a product of my generation. I like the alacrity of the Web and admire its ability to connect people around the world, and to aggregate and spread information at lightning speed. It s warming glow gives me probably 90 percent of the news I consume, and I enjoy commenting on articles that friends post on Facebook.
But I hope it won’t make me sound prematurely aged to say that sometimes the Internet exhausts me. That I’m troubled by how frequently I find myself sucked into the blogging vortex of endless linkage, circuitous kvetching, and petty media infighting. I often emerge from these binges hours later, bleary-eyed and less informed than when I started.
The media need to be quick and smart. They should tell us something new, rather than simply recycle outrage. Some of the watchdog role has been shouldered by nonprofit outfits like the Pulitzer Prize-winning ProPublica--which has recruited a number of top investigative reporters with a mission of producing journalism in the public interest--as well as smaller nonprofit ventures springing up around the country.
Many old-school media outlets are moving, toward a primarily Web-focused model. The "Top Secret America" series may be the best example to date of a deeply reported piece that probably could not have been achieved without the resources and support of a major news operation, but which is also packaged appealingly for the Web. All of this seems to indicate that, despite reported journalism’s painful contractions, a few small inroads are being made toward creating a new model for news. Solid reporting and thoughtful analysis shouldn’t be the sole province of a dying medium.

The Pew Research Center’s State of the News Media 2010 report concludes that______.

A. most links on blogs and debates from new media are still dependent on old medina
B. new media are separated farther away from old media
C. reported journalism, commentary and analysis are growing
D. with rapidly developing new media, the coverage of news becomes more balanced