资料：Thesocietalmarketingconcept-名校题库网

资料：The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumers short-run wants and consumer long-run welfare.Is a firm that satisfies the immediate needs and wants of target markets always doing what’s best for consumers in the long run？ The societal marketing concept holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumers and society’s well-being.

Consider today’s flourishing bottled water industry.You may view bottled water companies as offering a convenient，tasty，and healthy product.Its packaging suggests “green” images of pristine lakes and snow-capped mountains.Yet making，filling，and shipping billions of plastic bottles generates huge amounts of carbon dioxide emissions that contribute substantially to global warming Further，the plastic bottles pose a substantial recycling and solid waste disposal problem.Thus，in satisfying short- term consumer wants，the highly successful bottled water industry may be causing environmental problems that run against society’s long-run interests.

What is the purpose of this excerpt？

A.To introduce the flourishing bottled water industry
B.To explain about the societal marketing concept
C.To discuss environmental problems
D.To explain about the pure marketing concept

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答案： B

本题解析：

本题考查的是主旨大意。

【关键词】purpose

【主题句】第1自然段The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumers short-run wants and consumer long-run welfare.The societal marketing concept holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumers and society’s well-being.社会营销概念质疑了纯粹的营销概念是否忽视了消费者短期需求与消费者长期福利之间可能存在的冲突。社会营销理念认为，营销策略应该以维持或改善消费者和社会福祉的方式为客户创造价值。

第2自然段Consider today’s flourishing bottled water industry.考虑一下今天蓬勃发展的瓶装水行业。

【解析】本题的问题是“这节摘录的目的是什么？”。A选项“介绍蓬勃发展的瓶装水行业”；B选项“解释社会营销概念”；C选项“讨论环境问题”；D选项“解释纯粹的营销理念”。通读文章发现，开头介绍社会营销概念，之后通过引入瓶装水行业案例解释说明，故选B。