听力题 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 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, _____.

【正确答案】 C

【答案解析】概括题。本题涉及到文章的主旨内容。题干说“本文讨论的经销观念在本质上是……”。选择项A(“把商品变成货币的行为”；B“提供商品供人购买”；D“一种促销形式”。通读全文可知这些选项并非文章的中心议题。C项所说“以顾客为中心的思路”才是文章的主旨，特别文章最后画龙点睛：King Customer ruled!，故C是正确答案。

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

【正确答案】 B

【答案解析】细节题。根据第一段的内容：Not too many years ago，most industries concentrated primarily on the efficient production of goods，．．．possible．．．．then convert them into money．可见在新的营销观念广泛被人接受以前，企业家关心的是“生产效率”。所以B是正确答案。

单选题 According to the passage, "to move as much of these goods as possible" (Para. 1) means" _____"

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

【正确答案】 D

【答案解析】推断题。在第三段，作者引证美国可口可乐公司1985年发生的一件事。他们将新口味的可口可乐与原口味的可口可乐同时出售，结果新产品受到冷落，销售不佳。公司立即停止生产新产品，恢复生产传统口味的老产品。这一事实很好地说明了“产品设计必须适应消费者的需求。”因此，D是正确答案。

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

【正确答案】 A

【答案解析】判断题。根据第二段：新的销售观念从消费者的需求出发，首先分析他们的爱好和需求，然后生产令他们满意的产品。总而言之，着眼于消费者，生产的目的是满足他们的需求。据此不难看出，作者集中讨论的问题是新的销售观念的主要特征，而不是“它的社会影响”，不是“它可能产生的后果”，也不是“它的理论基础”。所以，A是正确答案。