阅读理解

In this section there are five reading passages followed by a total of 20 multiple-choice questions and 5 short answer questions. Please read the passages and then write your answers on the ANSWER SHEET.

TEXT A

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

【正确答案】 B

【答案解析】根据文章第二段“Marketing, on the other hand focuses on the wants of consumers.”可推断，市场营销是以顾客为中心的销售方式，因此，B与文中的内容相符。

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

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

【正确答案】 C

【答案解析】根据文章第一段“Not too many years ago, most industries concentrated primarily on the efficient production of goods”，故C正确。

单选题 According to Paragraph One, “to move as much of these goods as possible” means _____.

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

【正确答案】 C

【答案解析】在文中，作者提到“大多数工厂主要致力于提高生产效率，并依靠‘说服式的销售方式’来……像这样的生产和销售把注意力集中在卖方生产商品、然后把它们转换成金钱这一需要上”，由此可知，该词组的意思为“尽可能多地销售产品”。因此，C与此意思一致，故C正确。

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

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

【正确答案】 A

【答案解析】文章第三段提到“成功的商人和生产者意识到了解和迎合顾客的口味是赢利的根本保证。有一个典型的例子可以证明满足顾客需要的重要性”，而接下来文中举的就是可口可乐公司重新恢复经典口味可乐的例子，由此推断，恢复配方是为了迎合顾客的口味，A与此观点一致。

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

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

【正确答案】 D

【答案解析】从全文来看，作者旨在向读者介绍市场营销这一概念的基本特征，即根据顾客的需求组织生产，并通过讲述可口可乐公司恢复原配方这一让人印象深刻的例子强化了读者对其基本特征的了解。因此，A，B和C均与所陈述的内容无关，只有D正确。