To understand the marketing concept, it is
|
71. [A] effective
|
[B] adequate
|
only necessary, to understand the difference be-
|
[C] competent
|
[D] efficient
|
tween marketing and selling. Not too many years
|
72. [A] fell
|
[B] took
|
ago, most industries concentrated primarily on
|
[C] relied
|
[D] lived
|
the 61 production of goods, and then
|
73. [A] directs
|
[B] focuses
|
62 "persuasive salesmanship" to move as
|
[C] aims
|
[D] insists
|
much of these goods as possible. Such production
|
74. [A] convert
|
[B] alter
|
and selling 63 on the needs of the seller to
|
[C] persuade
|
[D]modify
|
produce goods and then 64 them into money.
|
75. [A]fantasies
|
[B]preferences
|
Marketing, on the other hand, focuses on
|
[C] choices
|
[D]alternatives
|
the wants of consumers. It begins with first ana-
|
76. [A]influence
|
[B]convince
|
lyzing the 65 and demands of consumers
|
[C] entertain
|
[D]satisfy
|
and then producing goods that will 66
|
77. [A]access
|
[B]methods
|
them. This eye-on-the-consumer 67 is
|
[C] approach
|
[D]trend
|
known as the marketing concept, which simply
|
78. [A]available
|
[B]approachable
|
means that instead of trying to sell whatever is
|
[C] adaptable
|
[D]transferable
|
easiest to produce or buy for resale, the makers
|
79. [A]measure
|
[B]step
|
and dealers first try to find out what the consumer
|
[C] operation
|
[D]arrangement
|
wants to buy and then go about making it
|
80. [A]convey
|
[B]impose
|
___68 for purchase. Every 69 —design,
|
[C] imply
|
[D]involve
|
production, distribution, promotion — is made
|
81. [A]publicity
|
[B]privilege
|
according to consumer demand.
|
[C] popularity
|
[D]priority
|
This concept does not 70 that consumer
|
82. [A]views
|
[B]surfaces
|
satisfaction is given 71 over profit in a
|
[C] sides
|
[D]phenomena
|
company. There are always two 72 to every
|
83. [A]appears
|
[B]occurs
|
business activity — the firm and the customer
|
[C] exists
|
[D]succeeds
|
and each must be satisfied before trade 73 .
|
84. [A]however
|
[B] therefore
|
Successful merchants and producers, 74 ,
|
[C] furthermore
|
[D]moreover
|
recognized that the surest route to profit is
|
85. [A]across
|
[B]with
|
___75 understanding customers. This concept
|
[C] upon
|
[D]through
|
has been recognized in such slogans as "Have it |
86. [A]presented
|
[B]submitted
|
your way," and "You are the boss". A good ex-
|
[C] offered
|
[D]delivered
|
ample of the importance of satisfying the con-
|
87. [A]mode
|
[B]flavor
|
sumer 76 itself in mid-1985. when Coca
|
[C]sense
|
[D]feel
|
Cola changed the 77 of its drink. The non-
|
88. [A]fragment
|
[B]slice
|
acceptance of the change by a significant
|
[C]segment
|
[D]portion
|
78 of the public brought
|
89. [A]about
|
[B] forth
|
restoration of the Classic Coke, which was then
|
[C] forward
|
[D]out
|
marketed alongside the new. King Customer
|
90. [A]controlled
|
[B] operated
|
80 .
|
[C] ruled
|
[D]managed |
