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1、剑桥商务英语中级模拟74READINGPARTONE•Lookatthestatementsbelowandthetextaboutthemarketingprinciple.•Whichsection(A,B,CorD.doeseachstatement(1-7)referto?•Foreachstatement(1-7)，markoneletter(A,B，CorD・onyourAnswerSheet.•Youwillneedtousesomeoftheselettersmorethanonce・MarketingPrincipleABrilliantmarketerstrytokeep
2、openandflexible,yetthereisoneunchangingmaximwhichtheyshare:customersbuyproductstoacquirebenefits•Thosefewwordsholdthesecretofmanyaninnovativeorganisation1ssuccess.Itisaprinciplewhichcanbeappliedtoalmostanyproduct/marketdecision.Theprincipleitselfisalmostdeceptivelysimple,whichiswhysomemarketerspass
3、itby.Thesuccessfulmarketingorganisationwillpaymorethanlipservicetoitsmeaning,becauseitrepresentsthemostbasicyetmostimportantprincipleofmarketing•BCustomersdonotbuyaproductfortheproductitself.Customersbuycleanfloors,notfloorpolish.Theybuysecurity,notinsurancepolicies,highperformanceengines(orstatus)
4、,notFerraris；betterlubrication,notindustrialcuttingoil.Aninnovativetoolmanufacturerrealised,throughthecourseofitsrelationshipwithitscustomers,thatamajorproblemontheproductionfloorwasthetimelostinchangingabrasivediscs•Withthisinmind,themanufacturerhasinthepastfewmonthsbeenexertinghimselftogettheprob
5、lemsolvedwiththehelpofagroupoftechnicians.CThecompanyinvestedalotoftimeandmoneyinseekingasolution,andinventedahighlyspecialisedsystemofbindinggrittodisc.Theresultwasanewdiscwhichhadalongerlifeandcouldberemovedandreplacedfasterthantheoldtype.Thisgavetheorganisation1scustomersthebenefitofmoreefficien
6、tproductiontimeandbettervalueformoney.Thebenefitintheexampleservedadualpurpose:itgavethecustomertheadvantageoftime-savingandcost-effectiveness,andatthesametimesolvedatraditionalproblemofchangingdiscs.Theproblem1inthiscasewasacustomerneedwhichhadtobesatisfied.DTheconceptofcustomerbenefitsshowstheimp
7、ortanceofanorganisationbeingorientatedtowardsthecustomer,ormarket,ratherthantheproduct,Anorganisation,forexample,manufacturingaddingmachinesinamarketingenvironmentwhichismovingtowardscalculatorswillsoonfind
