阅读理解
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,______.
【正确答案】
B
【答案解析】推断题。题目询问这篇文章所讨论的市场营销的本质是______。根据文章第2段“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(市场营销注重顾客的需求。它首先分析顾客的喜好和要求，然后再生产出他们满意的商品。这种着眼于顾客的销售方式就是人们所说的市场营销)”，由此可推断，市场营销是以顾客为中心的销售方式，因此，B项与文中所陈述的内容相符。A项只是销售理论所关注的内容；C项是市场营销的一个环节，但不是其精髓；D项是任何一种商品生产都关注的内容，并不是市场营销所特有的。
单选题
What was the main concern of industrialists before the marketing concept was widely accepted?
【正确答案】
C
【答案解析】辨认事实题。题目询问市场营销这一概念被普遍采用前，企业家主要关心的问题。根据文章第1段“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(从前，大多数工厂主要关心的是生产效率，以及通过‘说服式的销售方式’尽可能地将产品销售出去)”，故C项正确。A项是市场营销理论所考虑的问题，它与文中所陈述之意相背；B项文中并没有提及此类信息；D项也是市场营销所考虑的。
单选题
According to the passage, "to move as much of these goods as possible" (Line 3, Para. I ) means______.
【正确答案】
C
【答案解析】推断题。题目询问根据此文，“to move as much of these goods as possible”的意思是____。可根据上下文来猜测其意。在文中，作者提到“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 good8 as possible. Such production and selling focuses on the needs of the seller to produce goods and then convert them into money(大多数工厂主要关注的是生产效率，并依赖“说服式的销售术”来move尽可能多的产品。像这样的生产和销售主要是依据厂方的需要进行生产，然后再将产品转化成资金)”，由此可知，该词组的意思为“尽可能多地销售产品”。因此，C项与此意思一致，故而正确。
单选题
What does the restoration of the Classic Coke best illustrate?
【正确答案】
A
【答案解析】辨认事实题。文章询问恢复原Classic Coke的配方最能说明什么问题。根据文章第3段“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(成功的商人和生产者意识到了解和迎合顾客的口味是盈利的根本保证。而可口可乐公司的例子就说明了迎合顾客口味的重要性。20世纪80年代中期公司改变了可乐的口味，但由于相当一部分顾客不喜欢这种新口味，公司又恢复了Classic Coke的配方)”，由此推断，恢复配方是为了迎合顾客的口味，A项与此观点一致；其余三项均与此观点不符。
单选题
In discussing the marketing concept, the author focuses on______.