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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

admin2012-07-17  43
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 ana-lyzing 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 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) 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 (迎合) customers. A striking example of the importance of catering to the consumer presented itself in mid-1985, 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 taste are often difficult to please.
D、Products must be designed to suit the taste of the consumer.
答案D
解析 本题是一道根据具体细节题推断类问题。问传统可乐的恢复生产证明了什么。本题需要进行因果关系的判断和推理。利用查阅式阅读法，根据文章第三段的最后一句，新的可乐味道没有被广大消费者所接受，才造成了传统可乐的迅速恢复生产。由此我们可以推断出，产品设计必须适合消费者的口味。因此，本题的正确答案应是D。
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