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 to find out what the consumer wants to buy and then go about making it available for purchase.

　　注：第一段說selling，第二段說marketing

　　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!

　　26.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 - centred approach

　　D) a form of persuasive salesmanship

　　注：原文第三段，cater to customer基于客戶的，A和B是兩者共同特征，D對應第一段selling。

　　27.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) The satisfaction of the user.

　　D) The preferences of the dealer.

　　注：第一段第二句。

　　28.According to the passage, “to move as much of these goods as possible” (Lines 3 -4 ), Para. I) 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

　　29.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.

　　30.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

　　注：寫作方法題。答題要問What? 能回答，選項是對的。本文講市場營銷的特點。

　　33. The word "dubious" ( L. 2, Para. 2) most probably means

　　A) valuable

　　B) useful

　　C) doubtful

　　D) helpful

　　注：爛的，沒意義的

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