2. 外语
  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

admin2012-07-17  51
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!
In discussing the marketing concept, the author focuses on______.
选项 A、its main characteristic
B、its social impact
C、its possible consequence
D、its theoretical basis
答案D
解析 本题问在讨论市场营销概念时作者主要是围绕什么来写的。答本题需要综合概括全文，区分主旨与细节。从文章结构上看，第一段讲述传统生产与销售的关系，第二段论述营销的目的和任务，第三段论证消费者、经销者和生产者之间的相互关系并以实例说明消费指导生产这一主题。通读全文不难看出，作者的论述始终围绕着生产与消费的关系，这正是营销概念的理论基础。因此，本题的正确答案应是D“围绕着市场营销的理论基础来写的”。
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