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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

admin2010-02-20  63
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 salesman ship" 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 eyeontheconsumer 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(慈善的) 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 customers. A striking example of the importance of catering to the consumer presented itself in mid1985, 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 does the restoration of the Classic Coke best illustrate?
选项 A、Traditional goods have a stronger appeal to the majority of people.
B、It takes time for a new product to be accepted by the public.
C、Consumers with conservative tastes are often difficult to please.
D、Products must be designed to suit the taste of the consumer.
答案D
解析 细节推理题。本题考的是所举的例子说明了什么问题。这个例子在原文的最后一段，那么我们只要找出这一段的主题句即可。通过阅读本段可知，主题句是“successful merchants and producers, however, recognize that the surest route to profit is through understanding and catering to customers”，而选项D)正好符合此句。所以答案为D)。
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