Part IV Cloze (15 minutes)
Directions: There are 20 blanks in the following passage. For each blank there are four choices marked [A] ,[B] ,[C] and [D] on the right side of the paper. You should choose the ONE that best fits into the passage. Then mark the corresponding letter on the Answer Sheet with a single line through the centre.
To understand the marketing concept, it is
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71. [A] effective
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[B] adequate
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only necessary, to understand the difference be-
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[C] competent
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[D] efficient
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tween marketing and selling. Not too many years
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72. [A] fell
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[B] took
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ago, most industries concentrated primarily on
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[C] relied
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[D] lived
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the 61 production of goods, and then
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73. [A] directs
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[B] focuses
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62 "persuasive salesmanship" to move as
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[C] aims
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[D] insists
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much of these goods as possible. Such production
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74. [A] convert
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[B] alter
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and selling 63 on the needs of the seller to
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[C] persuade
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[D]modify
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produce goods and then 64 them into money.
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75. [A]fantasies
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[B]preferences
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Marketing, on the other hand, focuses on
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[C] choices
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[D]alternatives
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the wants of consumers. It begins with first ana-
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76. [A]influence
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[B]convince
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lyzing the 65 and demands of consumers
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[C] entertain
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[D]satisfy
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and then producing goods that will 66
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77. [A]access
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[B]methods
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them. This eye-on-the-consumer 67 is
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[C] approach
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[D]trend
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known as the marketing concept, which simply
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78. [A]available
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[B]approachable
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means that instead of trying to sell whatever is
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[C] adaptable
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[D]transferable
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easiest to produce or buy for resale, the makers
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79. [A]measure
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[B]step
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and dealers first try to find out what the consumer
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[C] operation
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[D]arrangement
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wants to buy and then go about making it
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80. [A]convey
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[B]impose
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___68 for purchase. Every 69 —design,
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[C] imply
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[D]involve
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production, distribution, promotion — is made
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81. [A]publicity
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[B]privilege
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according to consumer demand.
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[C] popularity
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[D]priority
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This concept does not 70 that consumer
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82. [A]views
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[B]surfaces
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satisfaction is given 71 over profit in a
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[C] sides
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[D]phenomena
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company. There are always two 72 to every
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83. [A]appears
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[B]occurs
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business activity — the firm and the customer
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[C] exists
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[D]succeeds
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and each must be satisfied before trade 73 .
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84. [A]however
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[B] therefore
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Successful merchants and producers, 74 ,
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[C] furthermore
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[D]moreover
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recognized that the surest route to profit is
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85. [A]across
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[B]with
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___75 understanding customers. This concept
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[C] upon
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[D]through
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has been recognized in such slogans as "Have it |
86. [A]presented
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[B]submitted
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your way," and "You are the boss". A good ex-
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[C] offered
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[D]delivered
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ample of the importance of satisfying the con-
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87. [A]mode
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[B]flavor
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sumer 76 itself in mid-1985. when Coca
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[C]sense
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[D]feel
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Cola changed the 77 of its drink. The non-
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88. [A]fragment
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[B]slice
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acceptance of the change by a significant
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[C]segment
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[D]portion
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78 of the public brought
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89. [A]about
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[B] forth
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restoration of the Classic Coke, which was then
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[C] forward
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[D]out
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marketed alongside the new. King Customer
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90. [A]controlled
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[B] operated
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80 .
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[C] ruled
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[D]managed |
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