When a consumer finds that an item she or he bought is faulty or in some way does not live up to the manufacturer's claim for it, the first step is to present the warranty, or any other records which

第1题

When a buyer experiences consumer surplus, the seller experiences a loss.（)

第2题

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 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!

1.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 salesmanshi

2.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

3.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

4.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

5.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

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第3题

When launched in 1997, DVD recorder was considered ______ .A．technological breakthroughB．m

When launched in 1997, DVD recorder was considered ______ .

A．technological breakthrough

B．momentous phenomenon in the film industry

C．total failure

D．the fastest growing consumer appliance

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第4题

When a consumer finds that an item she or he bought is faulty or in some other way does no

t live up to the manufacturer's claim for it, the first step is to present the warranty (保单), or any other records which might help, at the store of purchase. In most cases, this action will produce results. However if it does not, there are various means the consumer may use to gain satisfaction.

A simple and common method used by many consumers is to complain directly to the store manager. In general, the "higher up" the consumer takes his or her complaint, the faster he or she can expect it to be settled. In such a case, it is usually settled in the consumer's favor, assuming he or she has a just claim.

Consumers should complain in person whenever possible, but if they cannot get to the place of purchase, it is acceptable to phone or write the complaint in a letter.

Complaining is usually most effective when it is done politely but firmly, and especially when the consumer can demonstrate what is wrong with the item in question. If this cannot be done, the consumer will succeed best by presenting specific information as to what is wrong, rather than by making general statements. For example, "The left speaker does not work at all and the sound coming out of the right one is unclear" is better than "This stereo (立体声音响) does not work."

The store manager may advise the consumer to write to the manufacturer. If so, the consumer should do this, stating the complaint as politely and as firmly as possible. But if a polite complaint does not achieve the desired result, the consumer can go a step further. She or he can threaten to take the seller to court or report the seller to a private or public organization responsible for protecting consumers' rights.

When a consumer finds that his purchase has a fault in it, the first thing he should do is to ______.

A．complain personally to the manager

B．threaten to take the matter to court

C．write a firm letter of complaint to the store of purchase

D．show some written proof of the purchase to the store

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第5题

They went________ they could find a stream.

A.where

B.wherever

C.when

D.unless

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第6题

When people are surrounded by () communication and encouragement, they can find the courage to try, fail, redo, and try again.

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第7题

Customer service is the service or care that a consumer receives before,during and ater a purchase. It's one of the factorsthat come in to play when a consumer is delermining buying value,the other is the qualtly of the product or service thatisbeingConsumers oten must encounter an experience to not only be a satistled cutomer,but a loyal customer. Customer serviceis a part of that experience.Top notch service will createand a rturning customer,which is what we all must strive forExcellent customer service isto businesses today It's a component that is oten missing,unfortunatly Howdo you provide great customer service? Always make your customeraGreet them in a friendly manner,whetherthat be via telephone. email or in person.Let them know you are there 10 help and that you wl ake care of them not only belore the sal but ater as wel ATer lnathriving business customers are notit's a requirement for businesses to survive.

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第8题

Over the past decade,many companies had perfected the art of creating automatic behaviors-

Over the past decade, many companies had perfected the art of creating automatic behaviors-habits-among consumers. These habits have helped companies earn billions of dollars when customers eat snacks or wipe counters almost without thinking, often in response to a carefully designed set of daily cues.

"There are fundamental public health problems, like dirty hands instead of a soap habit, that remain killers only because we can't figure out how to change people's habit," said Dr. Curtis, the director the Hygiene Center at the London School of Hygiene & Tropical Medicine. " We wanted to learn from private industry how to create new behaviors that happen automatically. "

The companies that Dr. Curtis turned to-Procter & Gamble, Colgate-Palmolive and Unilever-had invested hundreds of millions of dollars finding the subtle cues in consumers' lives that corporations could use to introduce new routines.

If you look hard enough, you'll find that many of the products we use every day-chewing gums, skin moisturizers, disinfecting wipes, air fresheners, water purifiers, health snacks, teeth whiteners, fabric softeners, vitamins are results of manufactured habits. A century ago, few people regularly brushed their teeth multiple times a day. Today, because of shrewd advertising and public health campaigns, many Americans habitually give their pearly whites a cavity- preventing scrub twice a day, often with Colgate, Crest or one of the other brands.

A few decades ago, many people didn't drink water outside of a meal. Then beverage companies started bottling the production of far-off springs, and now office workers unthinkingly sip bottled water all day long. Chewing gum, once bought primarily by adolescent boys, is now featured in commercials as a breath freshener and teeth cleanser for use after a meal. Skin moisturizers are advertised as part of morning beauty rituals, slipped in between hair brushing and putting on makeup.

"Our products succeed when they become part of daily or weekly patterns", said Carol Berning, a consumer psychologist who recently retired from Procter & Gamble, the company that sold $76 billion of Tide, Crest and other products last year. "Creating positive habit is a huge part of improving our consumers' lives, and it's essential to making new products commercially viable. "

Through experiments and observation, social scientists like Dr. Berning have learned that there is power in tying certain behaviors to habitual cues through ruthless advertising. As this new science of habit has emerged, controversies have erupted when the tactics have been used to sell questionable beauty creams or unhealthy foods.

According to Dr. Curtis, habits like hand washing with soap______.

A．should be further cultivated

B．should be changed gradually

C．are deeply rooted in history

D．arc basically private concern

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第9题

Most people will find it easier to speed on a highway when everybody ______ is driving ove

r the speed limit.

A．too

B．also

C．else

D．alone

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第10题

Only when we hurried to the airport______the flight was cancelled.A．we foundB．did we findC

Only when we hurried to the airport______the flight was cancelled.

A．we found

B．did we find

C．have we found

D．we have found

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