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  3. You are going to read a list of headings and a text about market. Choose the most suitable heading from the list A—F for each nu

You are going to read a list of headings and a text about market. Choose the most suitable heading from the list A—F for each nu

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问题     You are going to read a list of headings and a text about market. Choose the most suitable heading from the list A—F for each numbered paragraph (41—45). The first paragraph of the text is not numbered. There is one extra heading which you do not need to use.

A. Market Data
B. Market Prosperity
C. Secret of Success
D. Questions to Ask
E. Understanding Your Market
F. Market Research

    Successful small business expansions and new job formation lead the way in creating new markets, innovations and jobs that fuel economic growth and prosperity.
    In recognition of the importance of small business to a strong economy, the U.S. Small Business Administration (SBA) is pleased to help meet the information needs of existing business owners and aspiring entrepreneurs.
(41)______.
    Your business will not succeed just because you want it to succeed. Determining if there is a market for your products or services is the most critical item of planning. Once you decide on your product or service, you must analyze your market—a process involving interviewing competitors, suppliers and new customers.
    Before you begin researching your market, however, you should take a brief, but close, look at your product or service from an objective standpoint. You should ask yourself the following questions:
—Is this product or service in constant demand?
—How many competitors provide the same service or product?
—Can I create a demand for my product or service?
—Can I compete effectively in price, quality and delivery?
—Can I price my product or service to assure a profit?
    Once you are satisfied that these preliminary questions are answered, move on to performing your research.
(42)______.
    It is extremely beneficial to investigate a market because the information gathered can increase your profit potential. Specifically, it:
—Indicates alternative sales approaches to your market.
—Provides a more accurate base for making profit assumptions.
—Aids in the organization of marketing activities.
—Assists in the development of critical short/mid-term goals.
—Helps establish your market’s profit boundaries.
    Unfortunately, many entrepreneurs fail to complete this critical section of their business plan. Collecting research data can be frustrating unless you have defined your goals and organized the collection and analysis process. To prevent this from happening, you must plan how you will collect, sort and analyze the information. Maintain a notebook and file in which to store, organize and retrieve data as needed.
(43)______.
    Your research should ask these questions..
—Who are your customers?
—Where are they located?
—What are their needs and resources?
—Is your service or product essential in their operations pr activities?
—Can the customer afford your service or product?
—Where can you create a demand for your service or product?
—What areas within your market are declining or growing?
—What is the general economy of your service or product area?
(44)______.
    Knowing your market requires an understanding not only of your product, but also of your customers’ socioeconomic characteristics. This information will serve as a map in letting you know what is ahead.
    More market information can be found in,
—Library listings of trade associations and journals.
—Regional planning organizations’ studies on growth trends.
—Banks, realtors and insurance companies.
—Competitors.
—Customer surveys in your market area.
    Once you have obtained and analyzed this information, it will become the foundation of your business plan. Research information is important because it supports the basic assumptions in your financial projection—your reason for going into business.
(45)______.
    To be successful, a small business owner must know the market. Market research is simply an orderly, objective way of learning about people—the people who will buy from you.

选项
答案A
解析 本题要求选择段落标题填入空白，使段落标题和段落内容保持一致。本段标题下的内容是："在了解市场方面，不仅要求了解你的产品，而且还要求了解顾客的社会经济特点。这种信息如同一幅地图，使你知道什么东西在前面等着你。
    从以下几处可以找到更多的市场信息：
    —图书馆中有关贸易社团和期刊的目录；
    —各地区的计划机构有关未来发展趋势的研究报告；
    —银行、房地产经纪人和保险公司；
    —竞争对手；
    —有关你市场地区中客户的调查报告。
    当你获取并分析这些信息之后，它将成为你的业务计划的根据。调研所得的信息之所以重要是因为它支持你的财务规划的基本设想—你做生意的理由"。
    本段内容告诉我们，调查研究、了解市场、了解你的产品而且还要了解顾客的社会经济特点，这些数据资料是制订业务计划的根据。故应选Market Data(市场数据)。
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