泉州湖北专升本英语阅读理解练习题及答案解析

　　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 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 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 endeavor(努力) 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(恢复) of the Classic Coke, which was then marketed alongside new. King Customer ruled!

　　问题：

　　1.The marketing concept discussed in the passage is, in essence, ( ) .

　　A.the practice of turning goods into money

　　B.making goods available for purchase

　　C.the customer-centered approach

　　D.a form of persuasive salesmanship

　　【精析】C 推理判断题。根据文章第二段第一句“Marketing, on the other hand, focuses on the wants of consumers.”和第三句“This eyeontheconsumer approach is known as the marketing concept…”可以推知，本文讨论的市场营销观念本质上是以顾客为中心。故选C。

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

　　A.The needs of the market.

　　B.The efficiency of production.

　　C.They realize that it is more important to prevent violence from happening.

　　D.They realize that trying to stop crime is as important as the prevention of crime.

　　【精析】B 事实细节题。根据文章第一段第二句话“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.”可知，在市场营销观念被广泛接受之前，实业家们最关心的是生产效率。故选B。

　　3.According to the passage,“to move as much of these goods as possible” (Par1) means “( ) ”.

　　A.to sell the largest possible amount of goods

　　B.to transport goods as efficiently as possible

　　C.to dispose of these goods in large quantities

　　D.to redesign these goods for large-scale production

　　【精析】A 词语理解题。本题关键在于对move一词的理解。根据文章第一段第二句 “…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.”可知，厂家强调生产效率，并依赖“有说服力的销售技巧”来尽可能地move更多产品。由此可推知，move在此作“销售”讲，所以选项A为正确答案。

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

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

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

　　C.Consumers with conservative tastes are often difficult to please.

　　D.Products must be designed to suit the taste of the consumer.

　　【精析】D 推理判断题。根据文章第三段第三句“…the surest route to profit is through understanding and catering to customers.”可知，后面所列举的可口可乐的例子是为了证明生产者以消费者为中心的重要性，其中，cater to意为“迎合(……的需要)”，与D项的suit the taste of同义。故D项为正确答案。

　　5.In discussing the marketing concept, the author focuses on ( ) .

　　A.its main characteristic

　　B.its social impact

　　C.its possible consequence

　　D.its theoretical basis

　　【精析】A 推理判断题。文章第一段介绍了“市场营销”概念普及之前的情况：生产厂商只关心生产效率和产品销售;第二段介绍了市场营销的概念及其特点;第三段进一步分析了营销概念的特征并举例说明。由此可知，文章主要是围绕市场营销的特征来说明的。