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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

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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 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 (努力) 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 mid-1985, when Coca Cola changed the flavor of its drink. The non-acceptance of the new flavor by a significant portion of the public brought about a prompt restoration (恢复) of the Classic Coke, which was then marketed alongside new. King Customer ruled!
In discussing the marketing concept, the author focuses on______.
选项 A、its main characteristic
B、its social impact
C、its possible consequence
D、its theoretical basis
答案A
解析 推理判断题。文章第一段介绍了“市场营销”概念普及之前的情况：生产厂商只关心生产效率和产品销售；第二段介绍了市场营销的概念及其特点；第三段进一步分析了营销概念的特征并举例说明。由此可知，文章主要是围绕市场营销的特征来说明的。
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