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 mass 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 sellers to produce
goods and then make money by selling them.
Marketing, on the other hand, focuses on the wants of consumers. It beans 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. Every step -- design, production, distribution, promotion — is made according.
This concept does not mean that consumer satisfaction is given priority (优先) over profit in a company. There are always two sides to every business activity — the firm and the customer —and each must be satisfied before trade occurs. Successful businessmen and producers, however, recognize that the surest way to profit is through understanding customers. This concept has been recognized, such as "Have It Your Way," and "You're the Boss." A good example of the importance of satisfying the consumer presented itself in mid-1985, when Coca Cola changed the taste of its drink. The non-acceptance of the new taste by a significant part of the public brought about a quick return to the Classic Coke, which was then marketed along with the new. King Consumer rules!
71. A good knowledge of the difference between marketing and selling leads to .
A. the mass production of goods
B. a perfect command of salesmanship
C. a basic command of the marketing concept
D. the process of selling goods to earn money
72. Not too long ago, industries focused on .
A. moving goods to the market
B. the demands of consumers
C. the selling of new products
D. producing and selling goods
73. The focus of marketing lies in
A. an understanding of consumer needs
B. the quick movement of goods
C. developing new wants for consumer goods
C. making goods readily available to customers
74. The last sentence of the passage suggests that
A. the consumer should be allowed to do things in his way
B. the consumer should be treated like a king
C. the consumer should have the final say in selling products
D. the consumer should be advised on what to say
75. What will be discussed in the next paragraph?
A. How to make a profit for a company.
B. How to meet the demands of consumers.
C. How to persuade people into buying goods.
D. How to improve the quality of goods.
