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!

　　測試題

　　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

　　答案詳解

　　1.從根本上來說，文章中討論的市場營銷理念是_____________。

　　A)銷售人員說服勸導的一種方式 B) 一種以客戶為中心的方法

　　C)根據(jù)人們的購買需求生產(chǎn)產(chǎn)品 D)把產(chǎn)品變成金錢的一種做法

　　[B]根據(jù)文章第2段“市場營銷注重顧客的需求。它首先分析顧客的喜好和需求，然后再生產(chǎn)出他們滿意的商品。這種著眼于顧客的銷售方式就是人們所說的市場營銷”，可推斷，市場營銷是以顧客為中心的銷售方式，因此，B與文中的內(nèi)容相符。

　　2.在這種市場營銷的理念被廣泛接受之前，生產(chǎn)廠家們主要關(guān)心的是什么?

　　A)市場的需求。 B)經(jīng)銷商的偏好。

　　C)生產(chǎn)效率。 D)用戶滿意度。

　　[C]根據(jù)文章第1段“從前，大多數(shù)工廠主要致力于提商生產(chǎn)效率，以及通過‘說服式的銷售方式’盡可能地將產(chǎn)品銷售出去”，故C正確。

　　3.根據(jù)文章所說，“盡可能地將這些產(chǎn)品轉(zhuǎn)移”(第1段第3行)的意思是_________。

　　A)重新設計這些產(chǎn)品以便可以大規(guī)模制造

　　B)盡可能高效地運輸產(chǎn)品

　　C)盡可能多地銷售產(chǎn)品

　　D)大批量地處理這些產(chǎn)品

　　[C]在文中，作者提到“大多數(shù)工廠主要致力于提高生產(chǎn)效率，并依靠‘說服式的銷售方式’來……像這樣的生產(chǎn)和銷售把注意力集中在賣方生產(chǎn)商品、然后把它們轉(zhuǎn)換成金錢這一需要上”，由此可知，該詞組的意思為“盡可能多地銷售產(chǎn)品”。因此，C與此意思一致，故C正確。

　　4.重新恢復了經(jīng)典口味可樂的這個例子很好地闡述了什么?

　　A)商品的設計應該貼合消費者的口味。

　　B)那些口味保守的消費者最難取悅。

　　C)一種新的產(chǎn)品為公眾所接受是需要時間的。

　　D)傳統(tǒng)型產(chǎn)品對于大多數(shù)人來說有著更強的吸引力。

　　[A]文章第3段提到“成功的商人和生產(chǎn)者意識到了解和迎合顧客的口味是贏利的根本保證。有一個典型的例子可以證明滿足顧客需要的重要性”，而接下來文中舉的就是可口可樂公司重新恢復經(jīng)典口味可樂的例子，由此推斷，恢復配方是為了迎合顧客的口味，A與此觀點一致。

　　5.在討論市場營銷理念的時候，作者主要關(guān)注___________。

　　A)其社會影響 B)其理論基礎

　　C)其可能帶來的后果 D)其主要特點

　　[D]從全文來看，作者旨在向讀者介紹市場營銷這一概念的基本特征，即根據(jù)顧客的需求組織生產(chǎn)，并通過講述可口可樂公司恢復原配方這一讓人印象深刻的例子強化了讀者對其基本特征的了解。因此，A、B和C均與所陳述的內(nèi)容無關(guān)，只有D正確。

　　參考譯文

　　要理解營銷觀念，只須懂得營銷和銷售的區(qū)刖。[2]/[3]就在幾年前，大多數(shù)工廠還主要致力于提高產(chǎn)品的生產(chǎn)效率，然后依靠“說服式的銷售方式”來盡可能多地售出產(chǎn)品。這種生產(chǎn)和銷售把注意力集中在賣方生產(chǎn)商品、然后把它們轉(zhuǎn)換成金錢這一需要上。

　　與此不同的是，營銷側(cè)重于是注消費者的需要。它首先分析消費者的喜好和要求，然后生產(chǎn)出他們滿意的產(chǎn)品。[1]這種一心為顧客著想的方法被稱之為營銷觀念，它只不過意味著生產(chǎn)廠家和商家不再一心去賣那些最容易生產(chǎn)或最容易買進后脫手的東西，相反，他們首先努力去發(fā)現(xiàn)消費者想要買什么，然后想辦法提供這些東西以供購買。

　　營銷觀念并不意味著做生意是一項慈善事業(yè)，也不意味著顧客的滿意度比公司獲利更加重要。每項交易都存在著兩方——公司和顧客——只有雙方都滿意，交易才能實現(xiàn)。[4]然而，成功的商人和生產(chǎn)廠家意識到最可靠的贏利方法就是了解并滿足顧客的需要。有一個典型的例子可以證明滿足顧客需要的重要性。在20世紀80年代中期，可口可樂公司改變了飲料的口味。因為相當一部分消費者不接受這種新味道，“經(jīng)典口味可樂”得以迅速起死回生，并同新可樂一起出現(xiàn)在市場上。顧客才是說了算的國王!