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2025-03-19  31
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 ana-lyzing 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 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) 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 (迎合) 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 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 as much of these goods as possible" (Lines 3~4, Para. 1) means______.
选项 A、to sell the largest possible amount of goods
B、to transport goods as efficiently as possible
C、to dispose of these goods in large quantities
D、to redesign these goods for large-scale production
答案 A
解析 本题要求根据上下文判断常用词组的特定含义。根据上下文不难理解文章第一段第二句中move goods应是指商品的流通，即“销售，推销”的意思，不可能是运输或移动货物的意思。因此，本题的正确答案应是A“尽可能多地推销大量的产品”。
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