Is Your Company Really Market-driven?
. G, |2 R `( tWe now know that being customer-oriented is only part of what it means to be market-driven. About fifty years ago, Peter Drucker, the management philosopher, appeared to __0__ what it means to be market-driven when he described the so-called “marketing concept”. He __21__ marketing with customer orientation. He said that to be market-driven meant always __22__ the customer first and continuously improving the value of the service to the customer. Profit was the reward for creating a satisfied customer. Drucker used General Electric as an example of the new marketing __23__. The US company has __24__ its new product development process so that it begins with research into customers’ needs and wants, rather than by __25__ market-testing ideas which have been developed in laboratories.- ?; I* Y3 y+ N) g' b9 D, R6 ?
Unfortunately, Drucker’s marketing concept __26__ strategic guidance. He described an organizational culture – a set of values and beliefs about the importance of the customer – which makes a company customer-oriented. However, he did not offer any __27__ on how to become market-driven: that is, knowing which customers to serve or how to go about serving them., Q ~6 B) J0 @4 R' |, N- U% A* ]
In recent years, marketing scholars have __28__ the definition of being market-driven to include not just customer orientation but also __29__ of competitors’ product offerings and the discipline of profit orientation in the analysis of product/market opportunities. This broader concept of market orientation __30__ that of customer orientation.
+ s4 z, g: B% M0. a. summarize b. conclude c. point d. draw
0 F4 I1 z3 e. m* q% H21. a. referred b. concerned c. equated d. balanced
1 l1 S7 o2 n1 J9 M) b. d22. a. having b. putting c. doing d. taking V8 q, ^7 g8 V# |" }( p& _
23. a. instance b. means c. occurrence d. approach
: S7 P: T& u h7 a, M% A24. a. differed b. fitted c. modified d. transferred
4 y2 p4 Z8 u1 i U D- m25. a. simply b. easily c. clearly d. barely
" W* }; a( Q3 @ I" R# P" X26. a. lacked b. missed c. deducted d. subtracted' E4 L+ c- s4 e H+ \
27. a. aspects b. issues c. ways d. guideline: s+ h, O0 ~& B- R
28. a. grown b. expanded c. spread d. prolonged
+ z Z9 |2 U/ p9 i# X% G7 j7 N29. a. compensation b. account c. consideration d. attention5 J5 O5 Y1 V! Q, [# A
30. a. returns b. substitutes c. replaces d. supplies |
发表于 2012-8-14 19:47:01
