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2024-02-19  24
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 centered 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 change 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 try 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 meeting the needs of the consumers. A striking example of the importance of meeting the consumers’ needs happened 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 author used the example of Coca-cola to show ______.
选项 A、both the firm and the customers must be satisfied before trade occurs
B、a new product is hard to be accepted by the majority of the consumers
C、Classic Coke is much better than the new flavor produced by Coca-cola
D、a product must be designed to satisfy the demands of most consumers
答案 D
解析 写作意图题。首先根据题干中的the example of Coca-cola进行定位，根据最后一段第四句A striking example of the importance of meeting the consumers’ needs happened in mid-1985可知，作者引用这个例子是为了表明满足消费者需求的重要性，故答案为D。
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