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　　To understand the marketing concept, ii 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 r.he 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 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!

　　1.The marketing concept discussed in the passage is, in essence_________.

　　A) a form of persuasive salesmanship

　　B) the customer-centred approach

　　C) making goods available for purchase

　　D) the practice of turning goods into money

　　2.What was the main concern of industrialists before the marketing concept was widely accepted?

　　A) The needs of the market.

　　B) The preferences of the dealer,

　　C) The efficiency of production.

　　D) The satisfaction of the user.

　　3.According to the passage, "to move as much of these goods as possible"(Line 3, Para.l} means________.

　　A) to redesign these goods for large-scale production

　　H) to transport goods as efficiently as possible

　　C) to sell the largest possible amount of goods

　　D) to dispose of these goods in large quantities

　　4.What does the restoration of the Classic Coke best illustrate?

　　A) Products must be designed to suit the taste of the consumer.

　　B) Consumers with conservative tastes are often difficult to please.

　　C) It takes time for a new product to be accepted by the public.

　　D) Traditional goods have a stronger appeal to the majority of people.

　　5.In discussing the marketing concept, the author focuses on_______________.

　　A) its social impact

　　B) its theoretical basis

　　C) its possible consequence

　　D) its main characteristic

　　答案：

　　1.從根本上來說，文章中討論的市場營銷理念是_____________。

　　A)銷售人員說服勸導的一種方式

　　B) 一種以客戶為中心的方法

　　C)根據人們的購買需求生產產品

　　D)把產品變成金錢的一種做法

　　[B]根據文章第2段“市場營銷注重顧客的需求。它首先分析顧客的喜好和需求，然后再生產出他們滿意的商品。這種著眼于顧客的銷售方式就是人們所說的市場營銷”，可推斷，市場營銷是以顧客為中心的銷售方式，因此，B與文中的內容相符。

　　2.在這種市場營銷的理念被廣泛接受之前，生產廠家們主要關心的是什么?

　　A)市場的需求。

　　B)經銷商的偏好。

　　C)生產效率。

　　D)用戶滿意度。

　　[C]根據文章第1段“從前，大多數工廠主要致力于提商生產效率，以及通過‘說服式的銷售方式’盡可能地將產品銷售出去”，故C正確。

　　3.根據文章所說，“盡可能地將這些產品轉移”(第1段第3行)的意思是_________。

　　A)重新設計這些產品以便可以大規(guī)模制造

　　B)盡可能高效地運輸產品

　　C)盡可能多地銷售產品

　　D)大批量地處理這些產品

　　[C]在文中，作者提到“大多數工廠主要致力于提高生產效率，并依靠‘說服式的銷售方式’來……像這樣的生產和銷售把注意力集中在賣方生產商品、然后把它們轉換成金錢這一需要上”，由此可知，該詞組的意思為“盡可能多地銷售產品”。因此，C與此意思一致，故C正確。

　　4.重新恢復了經典口味可樂的這個例子很好地闡述了什么?

　　A)商品的設計應該貼合消費者的口味。

　　B)那些口味保守的消費者最難取悅。

　　C)一種新的產品為公眾所接受是需要時間的。

　　D)傳統(tǒng)型產品對于大多數人來說有著更強的吸引力。

　　[A]文章第3段提到“成功的商人和生產者意識到了解和迎合顧客的口味是贏利的根本保證。有一個典型的例子可以證明滿足顧客需要的重要性”，而接下來文中舉的就是可口可樂公司重新恢復經典口味可樂的例子，由此推斷，恢復配方是為了迎合顧客的口味，A與此觀點一致。

　　5.在討論市場營銷理念的時候，作者主要關注___________。

　　A)其社會影響

　　B)其理論基礎

　　C)其可能帶來的后果

　　D)其主要特點

　　[D]從全文來看，作者旨在向讀者介紹市場營銷這一概念的基本特征，即根據顧客的需求組織生產，并通過講述可口可樂公司恢復原配方這一讓人印象深刻的例子強化了讀者對其基本特征的了解。因此，A、B和C均與所陳述的內容無關，只有D正確。

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