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2024-03-02  24
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 salesman ship" 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 eyeontheconsumer approach is known as the marketing concept, which simply means that instead of trying to sell whatever is easiest to produce or buy for resale, the makers and dealers first endeavor 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—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 customers. A striking example of the importance of catering to the consumer presented itself in mid1985, when Coca Cola changed the flavor of its drink. The nonacceptance 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] According to the passage, "to move ms much of these goods as possible" (Sentence 2, Paragraph 1)means "______".
选项 A、to sell the largest possible amount of goods
B、to transport goods ms efficiently as possible
C、to dispose of these goods in large quantities
D、to redesign these goods for largescale production
答案 A
解析 原文理解题。通过回原文定位可知，本题对应于第一段的第二句话“... 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...”。这一题其实考的是指代关系，后一句的production对应于前文的the efficient production of goods，而后一句的selling对应的正是前文的to move as much of these goods as possible，所以答案为A)。
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