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!
The marketing concept discussed in the passage is, in essence, ______.
选项 A、the practice of turning goods into money
B、making goods available for purchase
C、the customer-centred approach
D、a form of persuasive salesmanship
答案C
解析 本题是一道具体细节题。问本文中所谈到的市场营销实质上是什么。本题要求根据内容判断定义。利用查阅式阅读法，注意文章中下定义的句子。我们可以在文章第二段第三句中找到be known as这一常用的定义表达结构。这一段指出，市场营销也关注消费者的需求。市场营销首先要分析顾客的喜好和需求，然后生产满足其需要的产品。这种关注消费者的方法被叫做市场营销。因此，本题的正确答案应是C“市场营销实质上就是以顾客为中心的经营方式”。
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