PASSAGE 2:

Marketing is the process by which a product or service

originates and is then priced, promoted, and
distributed to consumers. In large corporations the principal
marketing functions precede the manufacture of products.
They involve market research and product development,
design, and testing.
 Marketing concentrates primarily on the buyers, or
consumers. After determining the customers’ needs and
desires, marketers develop strategies that are designed to
educate customers about a product’s most important
features, persuade them to buy it, and then to enhance
their satisfaction with the purchase. Today businesses
believe that it is more profitable to sell to existing
customers than to new ones.
 Marketing includes planning, organizing, directing, and
controlling the decision-making regarding product lines,
pricing, promotion, and servicing. In addition, the marketing
department of a business firm is responsible for the physical
distribution of the products, determining the channels of
distribution that will be used, and supervising the profitable
flow of goods from the factory.
 Marketing research helps businesses identify consumer
needs and wants so a company can develop and promote
products more successfully. There are two types of
research: qualitative and quantitative. To gain a general
impression of the market, consumers, or the product,
companies generally start with qualitative research. This
approach asks open-ended rather than yes or no questions
in order to enable people to explain their thoughts, feelings,
or beliefs in detail. One of the most common qualitative
research techniques is the focus group.
6. What will probably the following paragraph of this passage be?
1) The definition of qualitative research
2) The introduction of the third type of research
3) Examples of yes-no questions
4) The definition of the focus group
7. We can infer from the passage that a question like “Are you
interested in the new product?” ______________.
1) is a good question for a qualitative research
2) can show us people’s feelings towards our product/service
3) is a yes or no question which is heavily used for qualitative
research
4) is not very appropriate for a qualitative research
8. What does "they" in line 3 refer to?
1) corporations
2) consumers
3) functions
4) products
9. According to the passage it is NOT true that _______________.
1) companies rarely start with quantitative research
2) the marketing department of a business firm is accountable for
the physical distribution of the products
3) nowadays businesses believe that it is more beneficial to sell to
existing sellers than to new ones
4) the focus group is not a technique used in quantitative research
10. According to the passage _____________________________.
1) in large corporations the principal marketing functions follow the
manufacture of products
2) marketing focuses mainly on the purchasers, or consumers
3) today businesses suppose that it is more beneficial to sell to new
purchasers than to existing ones
4) in qualitative research we are mostly dealing with yes or no
questions