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2024-02-16  29
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 primarily on the efficient production of goods, and then relied on "persuasive salesmanship" to move as much of these goods as possible. Such production and selling focuses on the needs of the seller to produce goods and then convert them into money.
    Marketing, on the other hand, focuses on the wants of consumers. It begins with first analyzing the preferences and demands of consumers and then producing goods that will satisfy them. This eye-on-the- consumer approach is known as the marketing concept, which simply means that instead of trying to sell whatever is the easiest to produce or buy for resale, file makers and dealers first endeavor(努力)to find out what the consumer wants to buy and then go about making it available for purchase.
    This concept does not imply that business is benevolent (慈善的)or that consumer satisfaction is given priority over profit in a company. There are always two sides to every business transaction(交易)- 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 through understanding and catering to(迎全) customers. A striking example of the importance of catering to the consumer presented itself in mid-1985,  when Coca Cola changed the flavor of its drink. The non-acceptance of the new flavor by a significant portion of the public brought about a prompt restoration of the Classic Coke, which was then marketed alongside the new King Customer ruled! [br] In discussing the marketing concept, the author focuses on______.
选项 A、its main characteristic
B、its social impact
C、its possible consequence
D、its theoretical basis
答案 A
解析 主旨题。本题问的是：在谈市场营销概念的时候，作者主要谈了______。综合全文内容，进行归纳和推理后发现，在谈市场营销概念的时候，作者着重介绍了它的特点，即分析消费者的要求和喜好，提供迎合消费者的产品，故选A。
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