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（理念） 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 to customers．A striking example of the importance of meeting 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 part of the public brought about a prompt（果斷的） restoration（恢復(fù)） of the Classic Coke, which was then marketed alongside new．King Customer ruled!

1.The marketing concept discussed in the passage is, in fact, __________.

       A．the practice of turning goods into money

       B．making goods available for purchase

       C．the customer- centered approach

       D．a(chǎn) form of persuasive salesmanship

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, the underlined part "to move as much of these goods as possible" （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[來(lái)源:學(xué)_科_網(wǎng)Z_X_X_K]

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.

 

【答案】

 

1.C

2.B

3.A

4.D

【解析】

 

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科目：高中英語(yǔ) 來(lái)源：江蘇同步題 題型：閱讀理解

閱讀理解
     Today we tell you about some new understanding of why cutting the main branch of a plant or tree
can lead to better development.
     The findings are from researchers on two_continents.Professor Prezemyslaw Prusinkiewicz of the
University of Calgary in Canada led the research with scientists from Britain and Sweden.Their study
appears in the Proceedings of the National Academy of Sciences.
     Researchers have known since the 1930s that the actively growing tip of a plant produces a hormone(荷爾蒙) called auxin(生長(zhǎng)素). This hormone flows down the main stem.Scientists say the auxin has
an indirect effect on buds(芽) on the side of the stem to prevent branching.
     These buds themselves also produce auxin.The research suggests that to grow, they have to be able
to export the hormone into the main stem.But the flow from the stem tip prevents them from doing this.
The researchers wanted to find out how this blocking happens.
     Professor Prusinkiewicz is on leave in Australia, but he sent us an email suggesting a simple way to
underst and the process.Think of a major road crowded with traffic.So many cars are on the main road
that the cars on the side roads cannot enter.
      The stem is like the crowded main road.The new research shows that the buds on the side cannot
export their auxin into the main stem because it is too full.But if that main shoot is pruned(修剪), other
buds below it can start exporting.They are no longer prevented from growing.
     Ottoline Leyser from the University of York says that after a plant is pruned, all the inhibited(被抑制的) shoot tips compete with each other to grow.In doing this, the branches influence each other's growth.
Nearby shoot tips are more likely to affect each other than those that are far apart from each other.
      Professor Leyser says the strongest branches grow best, wherever they may be on the plant.The
study found that the main shoot grows the best of all not because of its position at the top of the plant,
but mostly because it got there first.

1. The underlined part "two continents" in Paragraph 2 refers to "________".
A. Asia and Africa  
B. Africa and Europe
C. North America and Europe
D. Australia and Europe

2. Professor Prusinkiewicz compares the cars on the side roads to ________.
A. plant stems  
B. plant buds
C. the leaves of a plant  
D. the roots of a plant

3. To make the buds on the side of the stem to grow better, the main shoot should ________.
A. be cut off
B. be protected
C. be watered as much as possible
D. be given much auxin

4. According to the passage, which of the following is TRUE?
A. Researchers have recently found out that the growing tip of a plant produces hormones.
B. Auxin has a direct effect on buds to keep branches from growing.
C. Buds on the side of the stem can't produce hormones.
D. In order to grow, the buds on the side of the stem export the hormones into the main stem.

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