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.

     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 meeting to customers. A striking example of the importance of meeting 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 part of the public brought about a prompt(果断的) restoration(恢复) of the Classic Coke, which was then marketed alongside new. King Customer ruled!

The marketing concept discussed in the passage is, in fact, __________.

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

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.

According to the passage, the underlined part "to move as much of these goods as possible" ( Para. 1 ) 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

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.

It gives me great pleasure today to say a few words in praise of a man we will all miss very much. To be honest, I can't imagine we will do without him when he's gone.
　　Bill Masters almost single-handed built up our sales force in the Houston area and developed the market position that we enjoy today. In only six years, he has brought the firm from a very low fifth position in the area sales to the point where we now outsell all but one of our competitors. Not only have we got 37 per cent of the market under Bill's leadership; we are increasing our share with each passing month.
　　As you know, the company has moved Bill to northern California to work his sales magic in one of this company's most competitive(竞争的) areas. But we know that if anyone can do it, Bill Masters can, and I know you all join me in wishing him the best of luck in his new work.
【小题1】The speech was made _______.

At 227 billion yuan ($33 billion) for 2008, Guangdong's cultural industries accounted for 6.4 percent of its GDP and experienced a growth rate of 13.8 percent.  But Lai admits that size does not equal weight. "Our businesses are mostly small, financing difficult and brands few."

One local brand that has made it big is Pleasant Goat and Big, Big Wolf, also translated as Happy Sheep and Gray Wolf, China's most popular cartoon series currently being aired. But Liu Manyi, general manager of Creative Power Entertaining Inc, the firm behind the hit show, is not laughing to the bank. Instead she is bitter: "Pirate discs were all over the streets before our first movie hit the screen. Their images appear on all kinds of products. All this has no proper licensing."

In case you don't know, China produces the largest amount of animated(动画的) programming in the world. But quantity is not quality. Behind every Pleasant Goat there are tens of thousands of flops. The best way for the government to promote the country's creative industries is to crack down on piracy (盗版). Hollywood often raises its voice about being victimized (受害) in China. Truth be told, Hollywood is probably the least affected since there is a quota system for China's importation of Hollywood films.

Many Chinese producers are taking baby steps and the domestic market is all they have. If their rights in the home market are not protected, they will never see the day their products find a foreign audience.

The sudden closure(关闭) of BT websites where copyrighted materials used to flow freely suggests a determination on the part of the government to take intellectual property rights seriously. This kind of websites is bad for us, so we should ban them.

Much of the news coming out of the 2009 International Cultural Industries Forum was encouraging. China's film industry is expected to get 6 billion yuan ($879 million) in box office receipts this year. A decade from now, this number may go up to 30 billion, according to some forecasts.

If the government takes serious action against online and offline pirates, China's creative industries may well have a bright future.

What does the underlined sentence in paragraph 1 mean?

A. Fast as the development of Guangdong's cultural industries is, they don’t have a big challenge in the world.

B. Guangdong's cultural industries can make a big profit although they are just the small companies.

C. Guangdong's cultural industries make a big contribution to its GDP because of their strong economic power.

       D. The development of Guangdong's cultural industries cannot catch up with any other industries.

What does Liu Manyi think about Pleasant Goat and Big, Big Wolf?

A. It is a failure since it is a local brand.

B. It is a success but cannot get the expected profit.

C. Its profit from the images has been shared legally.

D. Pirate discs make it more popular among the children.

Hollywood films are mentioned to tell us that __________.

A. Hollywood films make our creative industries have less space to survive

B. it is piracy that makes it possible for Hollywood films to get less influenced

C. our creative industries need enough protection to have a bright future

D. foreign films have taken up more market in China than the local ones

Which of the following statements is TRUE?

A. Chinese creative industries are more advanced than foreign ones.

B. The domestic market is of little significance to the survival of Chinese creative industries.

C. BT websites stand in the way of the development of Chinese creative industries.

D. The growth of China's film industry is always slow and needs more support.

In which column of a newspaper will you probably read this passage?

A. Regional    B. Economic     C. Sports    D. Education

When I worked as the general manager of the firm, I sometimes had _____ to visit London on business.  

A. opportunity    B. possibility    C. occasion    D. chance

Since Mr. Evans took over the firm last month, he _____ to the busy schedule.

A. adapted              B. has adapted                  C. had adapted          D. adapts