四六级

　　阅读向来是四级考生的复习重点，在日常练习中大家可以多吸取一些做题经验，也可以通过做练习题多总结答题技巧，下面小编为大家带来了一些英语四级阅读练习题，希望对大家有帮助！

　　To understand the marketing concept, ii is onlynecessary to understand the difference betweenmarketing and selling. Not too many years ago, mostindustries concentrated primarily on the efficientproduction of goods, and then relied on "persuasivesalesmanship" to move as much of these goods aspossible. Such production and selling focuses on the needs of the seller to produce goods andthen convert them into money.

　　Marketing, on the other hand focuses on the wants of consumers. It begins with first analyzingr.he 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 meansthat instead of trying to sell whatever is easiest to produce or buy for resale, the makers anddealers first endeavor to find out what the consumer wants to buy and then go about making itavailable for purchase.

　　This concept does not imply that business is benevolent (慈善的) or that consumersatisfaction is given priority over profit in a company. There are always two sides to everybusiness transaction-the firm and the customer-and each must be satisfied before tradeoccurs. Successful merchants and producers, however, recognize that the surest route toprofit is through understanding and catering to customers. A striking example of theimportance of catering to the consumer presented itself in mid-1985, when Coca Cola changedthe flavor of its drink. The non acceptance of the new flavor by a significant portion of thepublic brought about a prompt restoration of the Classic Coke, which was then marketedalongside the new. King Customer ruled!

　　1.The marketing concept discussed in thepassage is, in essence_________.

　　A) a form of persuasive salesmanship

　　B) the customer-centred approach

　　C) making goods available for purchase

　　D) the practice of turning goods into money

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

　　A) The needs of the market.

　　B) The preferences of the dealer,

　　C) The efficiency of production.

　　D) The satisfaction of the user.

　　3.According to the passage, "to move as much of these goods as possible"(Line 3, Para.l} means________.

　　A) to redesign these goods for large-scale production

　　H) to transport goods as efficiently as possible

　　C) to sell the largest possible amount of goods

　　D) to dispose of these goods in large quantities

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

　　A) Products must be designed to suit the taste of the consumer.

　　B) Consumers with conservative tastes are often difficult to please.

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

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

　　5.In discussing the marketing concept, the author focuses on_______________.

　　A) its social impact

　　B) its theoretical basis

　　C) its possible consequence

　　D) its main characteristic

　　参考答案：

　　1.[B]根据文章第2段“市场营销注重顾客的需求。它首先分析顾客的喜好和需求，然后再生产出他们满意的商品。这种着眼于顾客的销售方式就是人们所说的市场营销”，可推断，市场营销是以顾客为中心的销售方式，因此，B与文中的内容相符。

　　2.[C]根据文章第1段“从前，大多数工厂主要致力于提商生产效率，以及通过‘说服式的销售方式’尽可能地将产品销售出去”，故C正确。

　　3.[C]在文中，作者提到“大多数工厂主要致力于提高生产效率，并依靠‘说服式的销售方式’来……像这样的生产和销售把注意力集中在卖方生产商品、然后把它们转换成金钱这一需要上”，由此可知，该词组的意思为“尽可能多地销售产品”。因此，C与此意思一致，故C正确。

　　4.[A]文章第3段提到“成功的商人和生产者意识到了解和迎合顾客的口味是赢利的根本保证。有一个典型的例子可以证明满足顾客需要的重要性”，而接下来文中举的就是可口可乐公司重新恢复经典口味可乐的例子，由此推断，恢复配方是为了迎合顾客的口味，A与此观点一致。

　　5.[D]从全文来看，作者旨在向读者介绍市场营销这一概念的基本特征，即根据顾客的需求组织生产，并通过讲述可口可乐公司恢复原配方这一让人印象深刻的例子强化了读者对其基本特征的了解。因此，A、B和C均与所陈述的内容无关，只有D正确。

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