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2024-10-19  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【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] 【C4】
选项 A、alter
B、modify
C、convert
D、switch
答案 C
解析 词汇题。词义辨析题。这几个词都含有变化的意义，其中alter意为“变更，更改，修改”，指在某些方面做出改变，但不失去本质的东西，如：He altered his will after heheard the news．他听到那个消息后，修改了遗嘱。modify也表“变更，修改”，但强调为适应新需要而进行的改变，如：In the newsituation，they promised to modify the termsof the contract．面临新情况，他们答应修正合同条款。switch“改变，转变”，指一种事物到另一种事物的转换，常用switch from…to…，如：You’d better switch the conver-sation to a lighter subject．你最好把谈话转移到一个更轻松的话题上。convert“变换”，指使某物转变成另一种形式、物质、状态等，常用convert into，如：Such high temperature cannot convert water into ice．这么高的温度不能将水变成冰。本句的含义为将这些生产出来的产品转化为货币的形式，根据以上对各选项的分析，convert不仅含义与其相符。用法也与本句相符，因此，为正确答案。
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