2. 外语
  3. Read the following extract from an article about what airline alliances will take to people and those airline companies, and the

Read the following extract from an article about what airline alliances will take to people and those airline companies, and the

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问题 Read the following extract from an article about what airline alliances will take to people and those airline companies, and the questions followed.
For each question 15—20. mark one letter(A, B, C, or D)on your Answer Sheet for the answer you choose.
Marketing, a vital part of any business undertaking, is a group of activities designed to facilitate and expedite exchanges. Marketing activities ensure that the products consumers want to purchase are available at a price they are willing to pay and that consumers know that the product is available. These activities occur in a dynamic environment—that is, an environment of constantly changing laws, regulations, social pressures and opinions, economic conditions, and technological advances. The marketing concept is the basic philosophy that guides all marketing activities. The marketing concept states that an organization should try to satisfy customers’ needs by means of a set of coordinated activities. These activities also allow the organization to achieve its own goals.
According to the marketing concept, a business must find out what consumers need and want and then develop the product, service, or idea that fulfills their need or want. The business must them get the product(or service, or idea)to the customer. The process does not stop there. The business must continue to alter, adapt, and develop products to keep pace with the changing needs and wants of consumers. Although customer satisfaction is the goal of the marketing concept, a business must coordinate its marketing activities so that it can achieve its own objectives. If it does not achieve its own objectives, it will not stay in business for long. For example, a company could sell VCRs $ 100 and give customers a life time guarantee with each one. That would be great for the customers but not so great for the organization. Obviously companies must strike a balance between achieving organizational objectives and satisfying customers.
To understand the marketing concept, it is also important to note what marketing is not manipulation to get consumers to buy products they don’t want. Marketing is not just selling and advertising. It is a systematic approach to satisfying customers. An exchange doest not necessarily take place just because buyers and sellers have something of value to exchange. Each party must be willing to give up its respective "something of value" to receive the "something" held by the other. Your money or credit-for compact discs, Codes, football tickets, or a new pair of shoes, because you consider these products more valuable or important to you than holding on to your money or credit potential.
As a matter of fact. Marketing has evolved from a production to a consumer orientation. From the Industrial Revolution until the 1920s, most companies were in the production era. Producers believed that consumers would open their arms and pocketbooks to buy whatever they produced. "If we can make it, it will sell" was the management thinking characteristic of the production era.
By about 1930, companies had more production capability than ever before. The good quality product not longer sold itself. This led many firms to enter the sales era in which they believed that a good sales force could sell almost anything. It was a time when a company emphasizes selling because of increased competition.
According to the fifth paragraph, to be knowledgeable of the marketing concept, we should be aware of the fact that______.
选项 A、marketing is manipulation to get consumers to buy products
B、advertising plays an important role in marketing
C、marketing is a systematic process of satisfying consumers
D、sales and promotion are critical
答案A
解析
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