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  3. You are going to read a list of headings and a text about market. Choose the most suitable heading from the list A—F for each nu

You are going to read a list of headings and a text about market. Choose the most suitable heading from the list A—F for each nu

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问题     You are going to read a list of headings and a text about market. Choose the most suitable heading from the list A—F for each numbered paragraph (41—45). The first paragraph of the text is not numbered. There is one extra heading which you do not need to use.

A. Market Data
B. Market Prosperity
C. Secret of Success
D. Questions to Ask
E. Understanding Your Market
F. Market Research

    Successful small business expansions and new job formation lead the way in creating new markets, innovations and jobs that fuel economic growth and prosperity.
    In recognition of the importance of small business to a strong economy, the U.S. Small Business Administration (SBA) is pleased to help meet the information needs of existing business owners and aspiring entrepreneurs.
(41)______.
    Your business will not succeed just because you want it to succeed. Determining if there is a market for your products or services is the most critical item of planning. Once you decide on your product or service, you must analyze your market—a process involving interviewing competitors, suppliers and new customers.
    Before you begin researching your market, however, you should take a brief, but close, look at your product or service from an objective standpoint. You should ask yourself the following questions:
—Is this product or service in constant demand?
—How many competitors provide the same service or product?
—Can I create a demand for my product or service?
—Can I compete effectively in price, quality and delivery?
—Can I price my product or service to assure a profit?
    Once you are satisfied that these preliminary questions are answered, move on to performing your research.
(42)______.
    It is extremely beneficial to investigate a market because the information gathered can increase your profit potential. Specifically, it:
—Indicates alternative sales approaches to your market.
—Provides a more accurate base for making profit assumptions.
—Aids in the organization of marketing activities.
—Assists in the development of critical short/mid-term goals.
—Helps establish your market’s profit boundaries.
    Unfortunately, many entrepreneurs fail to complete this critical section of their business plan. Collecting research data can be frustrating unless you have defined your goals and organized the collection and analysis process. To prevent this from happening, you must plan how you will collect, sort and analyze the information. Maintain a notebook and file in which to store, organize and retrieve data as needed.
(43)______.
    Your research should ask these questions..
—Who are your customers?
—Where are they located?
—What are their needs and resources?
—Is your service or product essential in their operations pr activities?
—Can the customer afford your service or product?
—Where can you create a demand for your service or product?
—What areas within your market are declining or growing?
—What is the general economy of your service or product area?
(44)______.
    Knowing your market requires an understanding not only of your product, but also of your customers’ socioeconomic characteristics. This information will serve as a map in letting you know what is ahead.
    More market information can be found in,
—Library listings of trade associations and journals.
—Regional planning organizations’ studies on growth trends.
—Banks, realtors and insurance companies.
—Competitors.
—Customer surveys in your market area.
    Once you have obtained and analyzed this information, it will become the foundation of your business plan. Research information is important because it supports the basic assumptions in your financial projection—your reason for going into business.
(45)______.
    To be successful, a small business owner must know the market. Market research is simply an orderly, objective way of learning about people—the people who will buy from you.
选项
答案E
解析     本题要求选择段落标题填入空白，使段落标题和段落内容保持一致。本段标题下的内容是："你的生意并不是因为你想要它成功就会成功的。测定你的产品和服务是否有销路是制订计划中最关键的一条。一旦你决定了要经营的产品和服务，你必须分析你的市场—一个涉及访谈竞争对手、供货厂商和新顾客的过程。然而，在开始调研市场之前，你应该从一个客观的立场简要但仔细地审查一下你的产品和服务。你应该向自己提出下列问题：
    —这种产品和服务是否有持久重复的要求?
    —有多少竞争对手提供同样的服务和产品?
    —我能为我的产品和服务开辟新的需求吗?
    —我能在价格、质量和交货上进行有效的竞争吗?
    一我能在产品和服务的定价上确保利润吗?
    一旦你对这些初步问题的回答感到满意，你便可以开始做市场调研"。
    从上述内容看，本段的中心思想是：决定做生意前，必须分析市场、了解市场的需求。可见，本段的标题应为[E] Understanding Your Market(了解你的市场)。
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