英语六级篇章阅读练习：营销观念

　　To understand the marketing concept, ii 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 r.he 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!

　　测试题

　　1.The marketing concept discussed in the passage is, in essence_________.

　　A) a form of persuasive salesmanship

　　B) the customer-centred approach

　　C) making goods available for purchase

　　D) the practice of turning goods into money

　　2.What was the main concern of industrialists before the marketing concept was widely accepted?

　　A) The needs of the market. B) The preferences of the dealer,

　　C) The efficiency of production. D) The satisfaction of the user.

　　3.According to the passage, "to move as much of these goods as possible"(Line 3, Para.l} means________.

　　A) to redesign these goods for large-scale production

　　H) to transport goods as efficiently as possible

　　C) to sell the largest possible amount of goods

　　D) to dispose of these goods in large quantities

　　4.What does the restoration of the Classic Coke best illustrate?

　　A) Products must be designed to suit the taste of the consumer.

　　B) Consumers with conservative tastes are often difficult to please.

　　C) It takes time for a new product to be accepted by the public.

　　D) Traditional goods have a stronger appeal to the majority of people.

　　5.In discussing the marketing concept, the author focuses on_______________.

　　A) its social impact B) its theoretical basis

　　C) its possible consequence D) its main characteristic

　　答案详解

　　1.从根本上来说，文章中讨论的市场营销理念是_____________。

　　A)销售人员说服劝导的一种方式 B) 一种以客户为中心的方法

　　C)根据人们的购买需求生产产品 D)把产品变成金钱的一种做法

　　[B]根据文章第2段“市场营销注重顾客的需求。它首先分析顾客的喜好和需求，然后再生产出他们满意的商品。这种着眼于顾客的销售方式就是人们所说的市场营销”，可推断，市场营销是以顾客为中心的销售方式，因此，B与文中的内容相符。

　　2.在这种市场营销的理念被广泛接受之前，生产厂家们主要关心的是什么?

　　A)市场的需求。 B)经销商的偏好。

　　C)生产效率。 D)用户满意度。

　　[C]根据文章第1段“从前，大多数工厂主要致力于提商生产效率，以及通过‘说服式的销售方式’尽可能地将产品销售出去”，故C正确。

　　3.根据文章所说，“尽可能地将这些产品转移”(第1段第3行)的意思是_________。

　　A)重新设计这些产品以便可以大规模制造

　　B)尽可能高效地运输产品

　　C)尽可能多地销售产品

　　D)大批量地处理这些产品

　　[C]在文中，作者提到“大多数工厂主要致力于提高生产效率，并依靠‘说服式的销售方式’来……像这样的生产和销售把注意力集中在卖方生产商品、然后把它们转换成金钱这一需要上”，由此可知，该词组的意思为“尽可能多地销售产品”。因此，C与此意思一致，故C正确。

　　4.重新恢复了经典口味可乐的这个例子很好地阐述了什么?

　　A)商品的设计应该贴合消费者的口味。

　　B)那些口味保守的消费者最难取悦。

　　C)一种新的产品为公众所接受是需要时间的。

　　D)传统型产品对于大多数人来说有着更强的吸引力。

　　[A]文章第3段提到“成功的商人和生产者意识到了解和迎合顾客的口味是赢利的根本保证。有一个典型的例子可以证明满足顾客需要的重要性”，而接下来文中举的就是可口可乐公司重新恢复经典口味可乐的例子，由此推断，恢复配方是为了迎合顾客的口味，A与此观点一致。

　　5.在讨论市场营销理念的时候，作者主要关注___________。

　　A)其社会影响 B)其理论基础

　　C)其可能带来的后果 D)其主要特点

　　[D]从全文来看，作者旨在向读者介绍市场营销这一概念的基本特征，即根据顾客的需求组织生产，并通过讲述可口可乐公司恢复原配方这一让人印象深刻的例子强化了读者对其基本特征的了解。因此，A、B和C均与所陈述的内容无关，只有D正确。

　　参考译文

　　要理解营销观念，只须懂得营销和销售的区刖。[2]/[3]就在几年前，大多数工厂还主要致力于提高产品的生产效率，然后依靠“说服式的销售方式”来尽可能多地售出产品。这种生产和销售把注意力集中在卖方生产商品、然后把它们转换成金钱这一需要上。

　　与此不同的是，营销侧重于是注消费者的需要。它首先分析消费者的喜好和要求，然后生产出他们满意的产品。[1]这种一心为顾客着想的方法被称之为营销观念，它只不过意味着生产厂家和商家不再一心去卖那些最容易生产或最容易买进后脱手的东西，相反，他们首先努力去发现消费者想要买什么，然后想办法提供这些东西以供购买。

　　营销观念并不意味着做生意是一项慈善事业，也不意味着顾客的满意度比公司获利更加重要。每项交易都存在着两方——公司和顾客——只有双方都满意，交易才能实现。[4]然而，成功的商人和生产厂家意识到最可靠的赢利方法就是了解并满足顾客的需要。有一个典型的例子可以证明满足顾客需要的重要性。在20世纪80年代中期，可口可乐公司改变了饮料的口味。因为相当一部分消费者不接受这种新味道，“经典口味可乐”得以迅速起死回生，并同新可乐一起出现在市场上。顾客才是说了算的国王!