阅读理解

Directions: Read the following passages and answer the questions. Choose the most appropriate answer for each question and circle the letter on the answer sheet. Remember to write the letter corresponding to the question number.

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 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 of the Classic Coke, which was then marketed alongside the new. King Customer ruled!

单选题 The marketing concept discussed in the passage is, in essence, ______.

A、 the practice of turning goods into money
B、 making goods available for purchase
C、 the customer-centred approach
D、 a form of persuasive salesmanship

【正确答案】 C

【答案解析】通过第二段第二句“This eye-on-the-consumer approach is known as the marketing concept…”可知，营销概念着眼于消费者，即以消费者为中心。故选C。

单选题 What was the main concern of industrialists before the marketing conceptwas widely accepted?

A、 The needs of the market.
B、 The efficiency of production.
C、 The satisfaction of the user.
D、 The preferences of the dealer.

【正确答案】 B

【答案解析】通过第一段第二句“Not too many years ago, most industries concentrated primarily on the efficient production of goods…”可知，营销概念广为接受之前，大多数行业主要关心商品的高效生产。故B是最佳答案。

单选题 According to the passage, “to move as much of these goods as possible”(Line 3, Para. 1) means “______”.

A、 to sell the largest possible amount of goods
B、 to transport goods as efficiently as possible
C、 to dispose of these goods in large quantities
D、 to redesign these goods for large-scale production

【正确答案】 A

【答案解析】由第一段最后一句“Such production and selling focuses on the needs of the seller to produce goods and then convert them into money.”可得出，说服式推销就是为了卖尽可能多的产品，从而达到终极目标即赚钱。故A最符合。

单选题 What does the restoration of the Classic Coke best illustrate?

A、 Traditional goods have a stronger appeal to the majority of people.
B、 It takes time for a new product to be accepted by the public.
C、 Consumers with conservative tastes are often difficult to please.
D、 Products must be designed to suit the taste of the consumer.

【正确答案】 D

【答案解析】从最后一段最后两句话“The non-acceptance of the new flavor by a significant portion of the public…King Customer ruled!”可以看出，可口可乐改变口味后，再次重拾消费者欢迎。这也说明产品必须要符合消费者口味。故选D。

单选题 In discussing the marketing concept, the author focuses on ______.

A、 its main characteristic
B、 its social impact
C、 its possible consequence
D、 its theoretical basis

【正确答案】 A

【答案解析】此题可用排除法。结合全文，作者重在描述营销概念本身，围绕生产销售与消费者之间的关系，着重描述有关这一概念的特点，而未提及其社会影响、造成的可能后果或者理论基础。故A是正确选项。