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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

admin2012-07-17  35
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!
What was the main concern of industrialists before the marketing concept was widely accepted?
选项 A、The needs of the market.
B、The efficiency of production.
C、The satisfaction of the user.
D、The preferences of the dealer.
答案B
解析 本题是一道具体细节题。问在市场营销这一概念被广泛接受之前企业家们主要关心的是什么。利用查阅式阅读法，我们可以在文章第一段第二句中找到相关信息。这句话指出，不久以前，大多数企业主要关心产品的生产效率问题，然后就依靠有说服力的推销术尽可能多地推销产品。因此，本题的正确答案应是B“他们主要关心的是产品的生产效率”。
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