To understand the marketing concept, it is only necessary to understand the difference between marketing and selling. Not too many years ago, most industries centered 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 focus on the needs of the seller to produce goods and then change 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 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 meeting the needs of the consumers. A striking example of the importance of meeting the consumers' needs happened 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 pubs brought about a prompt restoration of the Classic Coke, which was then marketed alongside the new. King Customer ruled!(1)To put it in a simpler way, the marketing concept is（）.A、 a kind of persuasive salesmanshipB、an effort to turn goods into moneyC、a customer-centered approachD、a surest way to greater profit(2)According to the passage, most industries in the near past focused on（）.A、the demands of the marketB、the efficiency of productionC、the preferences of consumersD、the satisfaction of consumers(3)The author used the example of Coca-Cola to show（）.A、both the firm and the customers must be satisfied before trade occursB、a new product is hard to be accepted by the majority of the consumersC、 Classic Coke is much better than the new flavor produced by Coca-ColaD、a product must be designed to satisfy the demands of most consumers(4)Which of the following statements is true according to the passage?（）A、A business produces goods only because they want to satisfy the needs of the public.B、 Consumer satisfaction is always the most important factor for producers to consider.C、Both consumer satisfaction and persuasive salesmanship serve producers' pursuit of profit.D、Producers and merchants are very benevolent in that they focus on consumers' satisfaction.(5)The phrase "to move as much of these goods as possible" in Paragraph 1 means（）.A、to sell the largest possible amount of goodsB、to make the goods as attractive as possibleC、to produce the goods as efficiently as possibleD、to focus greatly on the needs of the consumers

第1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(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!

1.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 salesmanshi

2.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

3.According to the passage, “to move as much of these goods as possible” (Lines 3-4, Para.I) 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

4.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

5.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

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第2题

Marketing is the process of planning and executing the conception, pricing, promotion,

and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing adds value in the form. of utility, or the power of a product or service to satisfy a need. It creates place utility by making products available where customers want them, time utility by making products available when customers want them, and possession utility by transferring the ownership of products to buyers.

Business people focused on the production of goods from the Industrial Revolution until the early twentieth century, and on the selling of goods from the 1920s to the 1950s. Marketing received little attention up to that point. After 1950, however, business people recognized that their enterprises involved not only production and selling but also the satisfaction of customers'needs. They began to implement the marketing concept, a business philosophy that involves the entire business organization in the dual process of satisfying customer needs and achieving the organization's goals.

Implementation of the marketing concept begins and ends with marketing information about customers — first to determine what customers need, and later to evaluate how well the firm is meeting those needs.

21. Marketing adds value in the form. of utility, or the power of a product or service to satisfy a need.

22. Business people focused on the production of goods from the Industrial Revolution until the 19 century.

23. From 1920s to 1950s, marketing received a lot of attention from public.

24. Business people began to implement the marketing concept, a business philosophy that involves the process of satisfying customer needs and achieving the organization's goal.

25. Implementation of the marketing concept begins and ends with marketing information about customers.

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第3题

Which of the following is the reason why we should learn a second language？A.Because m

Which of the following is the reason why we should learn a second language？

A.Because most countries today, because of increasing urbanization, international commerce, tourism, business travel, and modern technology have begun to embrace the concept of a society that is multicultural. And evidently, a globalized multicultural society would naturally be multilingual.

B.Because learning a second language not only challenges your mind, but also enriches your soul, so to speak.

C.Because by learning a second language, and perhaps even more, we can understand each other better and deal with each other with more empathy and consideration.

D.Because when people learn a second language, they become a valuable asset to the community.

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第4题

The marketing concept and the selling concept are different. Starts from market and gets profits through customer satisfaction.

A．The marketing concept

B．The selling concept

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第5题

societal marketing concept

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第6题

The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short - run and long - run welfare.（）

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第7题

Neil Borden popularized the idea of the marketing mix and the concept of the four Ps in the 1950s.（)

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第8题

An organization’s marketing and selling activities should be carried out under a well－

An organization’s marketing and selling activities should be carried out under a well-thought-out philosophy of efficiency, effectiveness, and socially responsibility, which is just the concept of marketing.()

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第9题

Why does the professor talk about the cafeteria on campus？

A．To give an example of an effective service design

B．To illustrate how service standards can inform service design

C．To help the man understand a service problem

D．To illustrate the concept of a service gap

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第10题

The "zero defect" concept was proposed by:A.DemingB.JuranC.CrosbyD.TagushiE.A and D only

The "zero defect" concept was proposed by:

A . Deming