PART TWO
' M T, ]+ G2 q5 Z; Q8 BQuestions 8 – 12
, U8 r k, h! w ]" ~; g) p! xl Read the following text. ; P3 }3 r2 a) ~$ e4 t. c
l Choose the best sentence from the list on page 36 to fill each of the gaps. 4 `& t6 p" }7 U: q' k
l For each gap 8 – 12 mark one letter A – I on your Answer Sheet. 4 M$ f4 _% Z$ x8 N0 Y7 ?
l Do not mark any letter twice.
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, [8 ^8 W8 z, R3 \Marketing , @$ I v. r) b% D- G
In the past, the concept of marketing emphasised sales. The producer or manufacturer made a product he wanted to sell. ____ example ____ . Basically, selling the product would be accomplished by sales promotion, which included advertising and personal selling ____ (8) ____ Distribution consisted of transportation, storage, and related services such as financing, standardisation and grading, and the related risks.
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{2 l7 l+ h$ k+ S- r* R; dThe modern marketing concept encompasses all of the activities mentioned, but it is based on a different set of principles ____ (9) ____ In other words, goods should be produced only if they can be sold. Therefore, the producer should consider who is going to buy the product ------ or what the market for the product is ---- before production begins.
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0 O6 ]- s9 j8 nMarketing now involves first deciding what the customer wants, and designing and producing a product that satisfies these wants at a profit to the company ____(11)____ This is much more difficult since it involves human behaviour. ____(12)____ Thus, demand and market forces are still an important aspect of modern marketing, but they are considered prior to the production process. 9 }4 q4 C% w9 p9 D
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Example: C
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A. It subscribes to the notion that production can be economically justified only by consumption. & f3 J4 m+ ?& H w3 Y
B. Marketing was the task of figuring out how to sell the product.
4 \" M3 g u2 ?6 W) X0 M$ FC. Marketing is as important in today’s economy as the production of goods and services.
, X: [) o# C# G7 Y9 q+ cD. Production, on the other hand, is mostly an engineering problem.
! a5 z- b' f9 ]5 W+ `+ J( sE. Such markets must be created and stimulated by managers. 0 \& Z3 v% U3 C6 P1 `( r9 y
F. This is very different from making a product and then thinking about how to sell it.
- z2 T* n' Y) g. RG. More than half the cost of consumer goods can be traced to marketing activities. ! I* u) u$ E$ k* i X0 u
H. In addition to sales promotion, marketing also involved the physical distribution of the 1 A9 [3 Y) b, M1 [6 E( O) b3 m
product to the places where it was actually sold.
1 v9 [% I( ?) u" M7 o0 i9 f! `I. Instead of concentrating solely on production, the company must consider the desires of the ) J2 k) {6 ]! I7 p
consumer. ! b( Z* O5 Z- p
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答案:Questions 8 - 12: H, A, F, I, D |