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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

admin2012-06-18  48
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 analyzing 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 try to find out what the consumer wants to buy and then go about making it according to consumer demand.
    This concept does not imply that consumer satisfaction is given priority over profit in a company. There are always two sides to every business activity—the firm and the customer, each must be satisfied before trade occurs. Successful merchants and producer and each must be satisfied before trade occurs. Successful merchants and producers,however, recognize that the surest route to profit is through understanding customers,this concept has been recognized in such slogans as"Have It Your Way." And "You’ re the Boss."A good example of the importance of satisfying the consumer presented itself in mid 1985, when Coca Cola changed the flavor of its drink. The non-acceptance of the new flavor by a significant portion of the public brought about a prompt restoration of the Classic Coke, which was then marketed a-longside the new King Customer ruled!
A successful business deal can take place only when____.
选项 A、the customer is satisfied at the expense of the company
B、a company makes a big profit
C、consumer satisfaction and company profit are given equal importance
D、priority is given to the requirements of the customer
答案C
解析 推理题。解题点在第三段第二句。即“There are always two sides to every business activity-the firm and the customer and each must be satisfied before trade occurs．”意思是“只有在顾客和厂家都满意的情况下，交易才能进行”。C选项的意思是“顾客满意和公司盈利同样重要”。由第一句知，公司满意主要指的是获得利润。因此，正确答案是C选项。
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