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  3. To understand the marketing concept, it is only necessary to understand the difference between marketing and selling. Not too m

To understand the marketing concept, it is only necessary to understand the difference between marketing and selling. Not too m

admin2013-03-11  62
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 analyzing 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 the easiest to produce or buy for resale, file makers and dealers first endeavor(努力)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(交易)- 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(迎全) 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!
What does the restoration of the Classic Coke best illustrate?
选项 A、Traditional goods have a stronger appeal to the majority of people.
B、It takes time for a new product to be accepted by the public.
C、Consumers with conservative tastes are often difficult to please.
D、Products must he designed to suit the taste of the consumer.
答案D
解析 推理题。本题问的是：恢复传统可乐的例子说明了什么?根据第3段第3句和第 6句“Successful merchants and producers，however，recognize that the surest route to．profit is through understanding and catering to customers．”“King Customer ruled!”可知成功的商人和制造商应该知道赢利的最正确路径是通过了解和迎合顾客得来的，消费者才是上帝；而可口可乐公司自己推出的新口味市场不认可，又转而恢复传统口味更加说明了产品应该适合消费者的口味，故选D。
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大学英语四级

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