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

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

admin2012-10-30  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 centered 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 change 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 easiest to produce or buy for resale, the makers and dealers first try 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 meeting the needs of the consumers. A striking example of the importance of meeting the consumers’ needs happened 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!  
Which of the following statements is true according to the passage?
选项 A、A business produces goods only because they want to satisfy the needs of the public.
B、Consumer satisfaction is always the most important factor for producers to consider.
C、Both consumer satisfaction and persuasive salesmanship serve producers’ pursuit of profit.
D、Producers and merchants are very benevolent in that they focus on consumer’s satisfaction.
答案C
解析 细节题。对四个选项分别进行定位和分析判断。根据文章的基调以及作者对过去和现在的制造商和营销商们的描述，可知他们所采取的任何策略和方法都是为了追求利润，故答案为C。
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大学英语四级

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