2. 职称英语
  3. To understand the marketing concept, it is only necessary to understand the

To understand the marketing concept, it is only necessary to understand the

游客2024-02-16  33
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 the easiest to produce or buy for resale, file 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(交易)- 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(迎全) 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 of the Classic Coke, which was then marketed alongside the new King Customer ruled! [br] The marketing concept discussed in the passage is, in essence,______.
选项 A、the practice of taming goods into money
B、making goods available for purchase
C、the customer-centred approach
D、a form of persuasive salesmanship
答案 C
解析 细节题。本题问的是：文章中提到的市场营销概念实际上是______。根据文章第2段第3句“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 so about making it available for purchase”，可知这种关注消费者的方法被称为市场营销概念，这种观念有别于去销售最容易生产的产品或倒卖，制造商和经营商首先了解消费者需要什么然后再去生产。这是以消费者为中心的方法，故选C。
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