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  3. Marketing Principle A Brilliant marketers try to keep open

Marketing Principle A Brilliant marketers try to keep open

游客2025-05-19  28
问题                  Marketing Principle
    A  Brilliant marketers try to keep open and flexible, yet there is one unchanging maxim which they share: customers buy products to acquire benefits. Those few words hold the secret of many an innovative organisation’s success. It is a principle which can be applied to almost any product/market decision. The principle itself is almost deceptively simple, which is why some marketers pass it by. The successful marketing organisation will pay more than lip service to its meaning,  because it represents the most basic yet most important principle of marketing.
    B  Customers do not buy a product for the product itself. Customers buy clean floors,  not floor polish. They buy security, not insurance policies, high performance engines (or status), not Ferraris; better lubrication, not industrial cutting oil. An innovative tool manufacturer realised, through the course of its relationship with its customers, that a major problem on the production floor was the time lost in changing abrasive discs. With this in mind, the manufacturer has in the past few months been exerting himself to get the problem solved with the help of a group of technicians.
    C  The company invested a lot of time and money in seeking a solution, and invented a highly specialised system of binding grit to disc. The result was a new disc which had a longer life and could be removed and replaced faster than the old type. This gave the organisation’s customers the benefit of more efficient production time and better value for money. The benefit in the example served a dual purpose: it gave the customer the advantage of time-saving and cost-effectiveness, and at the same time solved a traditional problem of changing discs. The ’problem’ in this case was a customer need which had to be satisfied.
    D  The concept of customer benefits shows the importance of an organisation being orientated towards the customer, or market, rather than the product, An organisation, for example, manufacturing adding machines in a marketing environment which is moving towards calculators will soon find itself and its product obsolete. It must consider what the benefits of its product are—in this case computing sums accurately and quickly—and make sure that it is providing that benefit better than any other organisation. If a more cost-effective method of computing comes along, the customer will naturally be attracted to that product which incorporates those developments and can therefore provide increased benefits. [br] If the principle is established in practice, it will enhance the performance of the marketing organisation.
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答案 A
解析 题目意为：如果这一理念得以付诸实践，营销部门的业绩将会提高。A段指出“Those few words hold the secret of many an innovative organisation’s success.”即：这几个字反映出不少具有创新意识的部门的成功秘诀。其中，文中的secret of many an innovative organisation’s success与题干中的“If the principle is established in practice, it will enhance the performance of the marketing organisation.”相对应。
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