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  3. To understand the marketing concept, it is only necessary to understand the difference between marketing and selling. Not too ma

To understand the marketing concept, it is only necessary to understand the difference between marketing and selling. Not too ma

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问题     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【C1】______on the efficient production of goods, and then relied on "【C2】______salesmanship" to move as much of these goods as possible. Such production and【C3】______focuses on the needs of the seller to produce goods and then【C4】______them into money.
    Marketing,【C5】______, focuses on the wants of consumers. It begins with first analyzing the【C6】______and demands of consumers and the producing goods that will satisfy them. This eye-on-the-consumer approach is known as the marketing concept, which simply means that【C7】______trying to sell【C8】______is easiest to produce or buy for resale, the makers and dealers first【C9】______to find out what the consumer wants to buy and then【C10】______making it【C11】______for【C12】______.
    This concept does not imply that business is benevolent or that consumer satisfaction is given【C13】______over profit in a company. There are always【C14】______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【C15】______understanding and catering to customers.
    A(n)【C16】______example of the importance of catering to the consumer【C17】______itself in mid-1985, when Coca Cola changed the flavor of its drink. The【C18】______of the new flavor by a【C19】______portion of the public【C20】______a prompt restoration of the Classic Coke, which was then marketed alongside the new. King Customer ruled!
【C6】
选项 A、preferences
B、likes
C、preferment
D、favorite
答案A
解析 篇章题。上下文理解题。本句讲既然营销的重心放在消费者一方，那么首先就要分析消费者的喜好和需求，也就是说要搞清楚消费者喜欢什么。选项preferences意为“偏爱，偏爱物，选择”，指两种或几种选择中更偏爱哪一种，强调个人喜好与偏爱，如：His preference is vanilla，not chocolate．他更偏爱香草味，而不是巧克力味。消费者的偏爱与需求成为营销首要分析的对象，符合常情，也符合题意，因此，为正确答案。likes“喜爱的东西，爱好”，常用于likesand dislikes这个惯用语中，意为“喜恶之物”，如：Let me make a list of his likes anddislikes．让我把他喜好和讨厌的东西列张表吧。生产者面对众多的消费者分析出他们偏爱之物现实可行，因此，与preferences相比，likes不是最佳答案。preferment“偏爱，选择”，指偏爱的行为或被偏爱的状态，如：I couldn’t believe that the prefermentwent to the younger candidate．我难以相信他们竞选择了那个年纪较轻的候选人。此选项与题意不符。favorite“特别喜欢的人或物”，如：The Old Man and the Sea is myfavorite book．《老人与海》是我最喜欢的书。最喜欢的范围更窄，不符合实际情况，因此，不能选。
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