To understand the marketing concept, it is

71. [A] effective

[B] adequate

only necessary, to understand the difference be-

[C] competent

[D] efficient

tween marketing and selling. Not too many years

72. [A] fell

[B] took

ago, most industries concentrated primarily on

[C] relied

[D] lived

the   61   production of goods, and then

73. [A] directs

[B] focuses

   62    "persuasive salesmanship" to move as

[C] aims

[D] insists

much of these goods as possible. Such production

74. [A] convert

[B] alter

and selling   63     on the needs of the seller to

         [C] persuade

[D]modify

produce goods and then   64   them into money.­

75. [A]fantasies

[B]preferences

Marketing, on the other hand, focuses on

[C] choices

[D]alternatives

the wants of consumers. It begins with first ana­-

76. [A]influence

[B]convince

lyzing the   65   and demands of consumers

[C] entertain

[D]satisfy

and then producing goods that will   66 

77. [A]access

[B]methods

them. This eye-on-the-consumer    67    is

[C] approach

[D]trend

known as the marketing concept, which simply

78. [A]available

[B]approachable

means that instead of trying to sell whatever is

[C] adaptable

[D]transferable

easiest to produce or buy for resale, the makers

79. [A]measure

[B]step

and dealers first try to find out what the consum­er

[C] operation

[D]arrangement

wants to buy and then go about making it

80. [A]convey

[B]impose

___68 for purchase. Every   69    —design,

[C] imply

[D]involve

production, distribution, promotion — is made

81. [A]publicity

[B]privilege

according to consumer demand.

[C] popularity

[D]priority

This concept does not   70   that consum­er

82. [A]views

[B]surfaces

satisfaction is given   71   over profit in a

[C] sides

[D]phenomena

company. There are always two   72   to every

83. [A]appears

[B]occurs

business activity — the firm and the customer

[C] exists

[D]succeeds

and each must be satisfied before trade   73  .

84. [A]however

[B] therefore

Successful merchants and producers,   74   ,

[C] furthermore

[D]moreover

recognized that the surest route to profit is

85. [A]across

[B]with

___75   understanding customers. This concept

[C] upon

[D]through

has been recognized in such slogans as "Have it

86. [A]presented

[B]submitted

your way," and "You are the boss". A good ex-

[C] offered

[D]delivered

ample of the importance of satisfying the con-

87. [A]mode

[B]flavor

sumer   76   itself in mid-1985. when Coca

[C]sense

[D]feel

Cola changed the   77   of its drink. The non-

88. [A]fragment

[B]slice

acceptance of the change by a significant

[C]segment

[D]portion

   78   of the public brought   

89. [A]about

[B] forth

restoration of the Classic Coke, which was then

[C] forward

[D]out

marketed alongside the new. King Customer

90. [A]controlled

[B] operated

   80   .

[C] ruled

[D]managed