2. 职称英语
  3. To understand the marketing concept, it is only necessary to understand the

To understand the marketing concept, it is only necessary to understand the

游客2023-11-17  53
问题     To understand the marketing concept, it is only necessary to understand the difference between marketing and selling. Not too many years ago, most industries concentrated【C1】______on the efficient production of goods, and then relied on "【C2】______salesmanship" to move as much of these goods as possible. Such production and【C3】______focuses on the needs of the seller to produce goods and then【C4】______them into money.
    Marketing,【C5】______, focuses on the wants of consumers. It begins with first analyzing the【C6】______and demands of consumers and the producing goods that will satisfy them. This eye-on-the-consumer approach is known as the marketing concept, which simply means that【C7】______trying to sell【C8】______is easiest to produce or buy for resale, the makers and dealers first【C9】______to find out what the consumer wants to buy and then【C10】______making it【C11】______for【C12】______.
    This concept does not imply that business is benevolent or that consumer satisfaction is given【C13】______over profit in a company. There are always【C14】______to every business transaction — the firm and the customer — and each must be satisfied before trade occurs. Successful merchants and producers, however, recognize that the surest route to profit is【C15】______understanding and catering to customers.
    A(n)【C16】______example of the importance of catering to the consumer【C17】______itself in mid-1985, when Coca Cola changed the flavor of its drink. The【C18】______of the new flavor by a【C19】______portion of the public【C20】______a prompt restoration of the Classic Coke, which was then marketed alongside the new. King Customer ruled! [br] 【C6】
选项 A、preferences
B、likes
C、preferment
D、favorite
答案 A
解析 篇章题。上下文理解题。本句讲既然营销的重心放在消费者一方，那么首先就要分析消费者的喜好和需求，也就是说要搞清楚消费者喜欢什么。选项preferences意为“偏爱，偏爱物，选择”，指两种或几种选择中更偏爱哪一种，强调个人喜好与偏爱，如：His preference is vanilla，not chocolate．他更偏爱香草味，而不是巧克力味。消费者的偏爱与需求成为营销首要分析的对象，符合常情，也符合题意，因此，为正确答案。likes“喜爱的东西，爱好”，常用于likesand dislikes这个惯用语中，意为“喜恶之物”，如：Let me make a list of his likes anddislikes．让我把他喜好和讨厌的东西列张表吧。生产者面对众多的消费者分析出他们偏爱之物现实可行，因此，与preferences相比，likes不是最佳答案。preferment“偏爱，选择”，指偏爱的行为或被偏爱的状态，如：I couldn’t believe that the prefermentwent to the younger candidate．我难以相信他们竞选择了那个年纪较轻的候选人。此选项与题意不符。favorite“特别喜欢的人或物”，如：The Old Man and the Sea is myfavorite book．《老人与海》是我最喜欢的书。最喜欢的范围更窄，不符合实际情况，因此，不能选。
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