复合题 Directions: For passages 1 to 4, each passage is followed by some questions or unfinished statements. For each of them there are four choices marked A, B, C. and D. Decide on the best choice and write the corresponding letter on the Answer Sheet.

Passage 3

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, _____.

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】本文主要讲作者对于市场这一概念的理解和看法，作者首先在第一段提到了传统的市场观，后面详细论述了现在新型的市场观，现在的市场观是以顾客为中心的，首先从顾客的需要开始。

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 efficiency of production
C、 The satisfaction of the user
D、 The preferences of the dealer

【正确答案】 B

【答案解析】细节题，信息主要在第一段。由“Not too many years ago, most industries concentrated primarily on the efficient production of goods”可知，以前大多数企业都只关注产品的高效生产。

单选题 According to the passage, “to move as much of these goods as possible” in 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】句意理解题。由“relied on “persuasive salesmanship””可知他们是想尽可能多地卖掉这些商品。

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】可口可乐为迎合顾客的口味而更改配方这说明了企业必须要生产符合消费者需要的商品，有需要才会有市场，有市场企业才能生存。

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】归纳总结题。综合全文我们发现作者主要想强调的就是新型的市场观是以消费者为中心的，企业要做的就是怎样更好地满足消费者的需求，而这正是新型市场观的最大特点。