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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

admin2013-06-03  29
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 salesmanships" to move as much of these goods as possible. Such 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 endeavor to find out what the consumer want to buy and then go about making it available for purchase.
    This concept does not imply that business is benevolent 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 consumer--and each must be satisfied before trade occurs. Successful merchants and producer, however, recognize that the surest route to profit is through understanding and catering to consumers. A striking example of the importance of catering to the consumer presented itself in mid-1985, when coca cola changed the flavor of the drink. The non-acceptance of the new flavor by a significant portion of the pubic brought about a prompt restoration of the classic Coke, which was then marketed alongside the new King Customer ruled!
Coca cola is used as an example of ______.
选项 A、the effectiveness of persuasive salesmanships
B、the importance of eye-on-the-consumer approach
C、the failure of a company which concentrated on profit only
D、the failure of a company which concentrated on consumer satisfaction only
答案B
解析 细节推理题。可口可乐公司曾有改变饮料口味的失败尝试，证明不受消费者欢迎的产品是没有理想的销路的，从而说明关注消费者的重要性。
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大学英语四级

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