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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F
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："调研市场是极为有益的，因为你收集到的信息能为你增加获利的潜力。具体地说，信息能够：
    —表明对你的市场可以采取的各种可供选择的销售方法；
    —为做出获利的各种假定提供更为准确的根据；
    —对组织营销活动有帮助；
    —帮助形成关键性的短期和中期目标；
    —有助于确定你市场的利润界限。
    不幸的是，许多企业家未能实现他们业务计划中的这个重要部分。如果你不能明确你的各项目标，并且使收集和分析资料的工作条理化，那么收集调研数据可能会是令人沮丧的。为了防止这种情况发生，你必须对如何收集、分类和分析信息资料做出计划。保持一本记事本和一个文件箱，以便根据需要对数据资料进行储存、整理和检索"。
    上一段的结尾句就提到"…你便可以开始做市场调研"。从本段内容看，本段的中心思想是；市场调研。这一点从本段起始句即可看出，故应选[F]Market Research (市场调研)。
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