单选题
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 easiest to produce or buy for resale, the makers and dealers
first try to fred out what the consumer wants to buy and then go about making it
according to consumer demand. This concept does not imply that
consumer satisfaction is given priority over profit in a company. There are
always two sides to every business activity--the fkrrn and the customer. Each
must be satisfied before trade occurs. Successful merchants and producer and
each must be satisfied before trade occurs. Successful merchants and producers,
however, recognize that the surest route to profit is through understanding
customers. This concept has been recognized in such slogans as "Have It Your
Way" and "You're the Boss". A good example of the importance of satisfying 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
A good knowledge of the difference between marketing and selling leads
to______
A. the efficient production of goods
B. a perfect command of salesmanship
C. a basic command of the marketing concept
D. the conversion of goods into money
【正确答案】
C
【答案解析】[解析] 细节题。解题点在第1段第l句。文章提到“To understand the marketing concept，it is only necessary to understand the difference between marketing and selling”，所以正确答案是C选项。
单选题
Not too long ago, industries focused on______
A. producing and selling goods
B. the needs and wants of customers
C. the selling of new products
D. moving goods to the market
【正确答案】
A
【答案解析】[解析] 细节题。解题点在第1段第2句。文章提到“most industries concentrated Drimarilv on the efficient production of goods，and then relied on“persuasive salesmanship”to move as much of these goods as possible”，所以企业关注的是production of goods和persuasive salesmanship。因此正确答案是A选项。
单选题
The very core of marketing lies in ______
A. all understanding of consumer needs
B. the efficient movement of goods
C. developing new wants for consumer goods
D. making goods readily available to customers
【正确答案】
A
【答案解析】[解析] 细节题。解题点在第2段第1句。由原文“Marketing，on the other hand，focuses on the wants ofconsumers”可知营销的核心是满足顾客的需求，与A项答案一致，所以正确 答案是A选项。
单选题
A successful business deal can take place only when______
A. the customer is satisfied at the expense of the company
B. a company makes a big profit
C. consumer satisfaction and company profit are given equal importance
D. priority is given to the requirements of the customer
【正确答案】
C
【答案解析】[解析] 推理题。解题点在第3段第2句，即“There are always two sides to every business activity—the firm and the customer and each must be satisfied before trade occurs．”其意思是只 有顾客和厂家都满意的情况下，交易才能进行。C选项的意思是顾客满意和公司盈利同样重 要。由第一句知，公司满意主要指的是获得利润。因此，正确答案是C选项。
单选题
The last sentence of the passage suggests that ______
A. the consumer should be allowed to do things his own way
B. the consumer should be treated like a king
C. the consumer should have the final say in the selling of any
product