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  3. Marketing is the process by which goods are sold and purchased. That process may be a simple act of exchange or an intricate, se

Marketing is the process by which goods are sold and purchased. That process may be a simple act of exchange or an intricate, se

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问题     Marketing is the process by which goods are sold and purchased. That process may be a simple act of exchange or an intricate, sensitive mechanism, whereby goods and the title to them are moved from farmers, manufacturers, miners, and others who produce them to consumers. Simple marketing activities began with the development of a non-subsistence economy and interregional trade, including caravan and maritime commerce. Village fairs, town markets, and peddlers were all involved in primitive marketing activities. Later, general stores, traveling sales people, and, still later, the 20th-century chain stores became the chief marketing agencies. Modern marketing has evolved into a complex and diverse field. This field includes a wide variety of special functions such as advertising, mail-order business, public relations, retailing and merchandising, sales, transportation, wholesaling, marketing research, and pricing of goods.
    The aim of marketing is to acquire, retain, and satisfy customers. Marketers begin by identifying the market for their product. Then they tailor their efforts to satisfy the needs and wants of customers within that market. A customer may be an industrial organization such as a food processor, a wholesale or retail outlet, a transportation or warehousing company, or an individual consumer. Those firms which understand the needs of their customers and seek to satisfy them tend to be more successful than those which do not.
    Marketing costs average more than 50 percent of the total costs of consumer goods. These costs represent the value added to the product after it leaves the producer and before it reaches the final consumer — determining the shape, colors, and materials of a product while it is being designed: making the product available in conveniently located stores: guaranteeing its performance: and providing service warranties and easy credit terms.
    Marketing techniques are also used by politicians, who carefully market themselves and their programs, by city and state governments to sell bond issues, and by hospitals and universities for fund-raising purposes. Modern domestic marketing in the United States has been greatly affected by a consumer movement that calls for better and safer products, more efficient services, and truthful advertising. Extensive government regulation in almost all fields — from advertising to transportation — has also necessarily claimed the attention of marketers.
    With the growth of multinational corporations, marketing has greatly expanded its scope: many marketing managers take the whole world as their marketplace. Thus Eastman Kodak marketed its new Instamatic camera simultaneously in 28 countries in 1963 — the first time simultaneous worldwide marketing was achieved — and prepared advertising and publicity in more than 20 languages. Managers of such global activities must take into account international differences in climate, customs and business practices.
According to the passage, hospitals and universities use marketing techniques to______.
选项 A、raise fund
B、market their programs
C、sell bond issues
D、sell products
答案A
解析 事实细节题。第四段提到医院和大学也使用销售技巧达到集资的目的。故A正确。B是政客们的目的；C为市、州政府的目的；D是营销商的目的。
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