Process of Agricultural Marketing托福聽力原文翻譯及問題答案

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Process of Agricultural Marketing托福聽力原文翻譯及問題答案

一、Process of Agricultural Marketing托福聽力原文：

In the field of agriculture,marketing is sort of a complex system.Marketing is supplying people with goods and services—what people want,in the form they want it,and when they want it.In agriculture,marketing involves moving a wide range of products—food crops,animal products,fiber crops,flowers,wood,and so on.

Marketing links the producer with the consumer.All of the processes and infrastructure involved—harvesting equipment,storage and transportation facilities—all of these processes and infrastructure come under the broad heading of“agricultural marketing technology.”The focus of agricultural marketing technology is on meeting consumer demand.

A lot has to be done before farm products are ready for the consumer.The typical North American consumer can’t deal with live chickens or cattle,unshelled wheat,or raw logs.Typical North American consumers want their food ready to cook,their clothes ready to wear,their wood products in sizes ready to use,and so on.

Consumers also want certain products at certain times of the year.They expect to have roses at Valentine’s Day and poinsettias at Christmas.So,producers and marketing specialists have to make these special products available when consumers want them.

Getting products to consumers involves several processes—we call them marketing functions.These functions convert the product from its original form into the form that consumers want,and then transport it to the consumers.Functions such as harvesting,assembling,grading,transporting—these are just some of the important functions of agricultural marketing.

The first function,harvesting—this begins on the farm or ranch.Harvesting methods vary for different types of products.Some products are harvested by machine,while others have to be harvested by hand.Harvesting includes a wide variety of activities—for example,picking apples,picking cotton,digging potatoes,cutting wheat,cutting roses,cutting timber,shearing sheep,milking cows,and so on.

A very important function that comes after harvesting is assembling.Assembling is the delivery of a product to a central location,like a packing shed,grain elevator,cotton gin,or processing plant.Assembling is gathering large quantities together to make marketing more efficient.Marketing professionals want to deal with large volumes,and some farms don’t have large enough volumes,so they have to combine their product with the product of other farms.

Another function is grading,which means sorting products for uniformity.Grading can take place during or after assembling.Grading involves dividing up the product on the basis of several factors—for example,size,color,variety,or the presence of defects.When people buy eggs,they kind of want a uniform size,not a mixture of small,medium,and large eggs.Various standards are used in grading products.Sometimes the government sets the standards.Sometimes the standards are set by an association of producers,or even by the processing plant or supermarket.

A very important marketing function is transporting,moving the product from one place to another.Milk is moved from the dairy farm to a processing plant.Freshly picked tomatoes are moved to the packing shed or cannery.Wheat is moved to the grain elevator.Logs are moved to the sawmill.Agricultural products are transported in various kinds of vehicles:wagons,trucks,barges,airplanes,and railroad cars.

In order to market products,certain facilities must be available—what we call marketing infrastructure—the vehicles,roads,railroads,assembling and processing plants,storage facilities,and so on.All of these facilities are necessary infrastructure for marketing agricultural goods.

二、Process of Agricultural Marketing托福聽力中文翻譯：

在農(nóng)業(yè)領(lǐng)域，營銷是一個復(fù)雜的系統(tǒng)。市場營銷是以人們想要的形式和時間為人們提供他們想要的商品和服務(wù)。在農(nóng)業(yè)領(lǐng)域，市場營銷涉及到運輸各種產(chǎn)品——糧食作物、動物產(chǎn)品、纖維作物、花卉、木材等。

市場營銷將生產(chǎn)者與消費者聯(lián)系在一起。所有涉及收割設(shè)備、儲存和運輸設(shè)施的流程和基礎(chǔ)設(shè)施所有這些流程和基礎(chǔ)結(jié)構(gòu)都屬于“農(nóng)業(yè)營銷技術(shù)”的大標(biāo)題。農(nóng)業(yè)營銷技術(shù)的重點是滿足消費者需求。

在農(nóng)產(chǎn)品為消費者準(zhǔn)備好之前，還需要做很多工作。典型的北美消費者無法處理活雞或活牛、無殼小麥或生原木。典型的北美消費者想要現(xiàn)成的食物、現(xiàn)成的衣服、現(xiàn)成尺寸的木制品等等。

消費者在一年中的特定時間也想要某些產(chǎn)品。他們希望在情人節(jié)有玫瑰，在圣誕節(jié)有一品紅。因此，生產(chǎn)商和營銷專家必須在消費者需要時提供這些特殊產(chǎn)品。

將產(chǎn)品帶給消費者需要幾個過程——我們稱之為營銷功能。這些功能將產(chǎn)品從原始形式轉(zhuǎn)換為消費者想要的形式，然后將其傳輸給消費者。收割、組裝、分級、運輸?shù)裙δ苤皇寝r(nóng)業(yè)營銷的一些重要功能。

第一個功能是從農(nóng)場或牧場開始收割。不同類型的產(chǎn)品的收獲方法各不相同。有些產(chǎn)品是用機器收割的，而另一些則必須用手收割。收割包括各種各樣的活動，例如，摘蘋果、摘棉花、挖土豆、割小麥、割玫瑰、割木材、剪羊毛、擠牛奶等等。

收割后的一個非常重要的功能是組裝。組裝是將產(chǎn)品運送到中心位置，如包裝棚、谷物升降機、軋棉機或加工廠。組裝是將大量產(chǎn)品聚集在一起，以提高營銷效率。市場營銷專業(yè)人員希望處理大量的產(chǎn)品，而一些農(nóng)場的產(chǎn)量不夠大，所以他們不得不將自己的產(chǎn)品與其他農(nóng)場的產(chǎn)品結(jié)合起來。

另一個功能是分級，這意味著對產(chǎn)品進行分類以獲得一致性。分級可以在組裝過程中或組裝后進行。分級包括根據(jù)幾個因素對產(chǎn)品進行劃分，例如尺寸、顏色、品種或缺陷的存在。當(dāng)人們購買雞蛋時，他們想要一個統(tǒng)一的尺寸，而不是小、中、大雞蛋的混合物。在對產(chǎn)品進行分級時使用了各種標(biāo)準(zhǔn)。有時政府會制定標(biāo)準(zhǔn)。有時，標(biāo)準(zhǔn)是由生產(chǎn)商協(xié)會制定的，甚至是由加工廠或超市制定的。

一個非常重要的營銷功能是將產(chǎn)品從一個地方運送到另一個地方。牛奶從奶牛場運到加工廠。新鮮采摘的西紅柿被轉(zhuǎn)移到包裝棚或罐頭廠。小麥被移到谷物升降機。原木被移到鋸木廠。農(nóng)產(chǎn)品用各種車輛運輸：貨車、卡車、駁船、飛機和鐵路車。

為了營銷產(chǎn)品，必須提供某些設(shè)施——我們稱之為營銷基礎(chǔ)設(shè)施——車輛、道路、鐵路、裝配和加工廠、儲存設(shè)施等等。所有這些設(shè)施都是營銷農(nóng)產(chǎn)品所必需的基礎(chǔ)設(shè)施。

三、Process of Agricultural Marketing托福聽力問題：

Q1:1.What does the professor mainly discuss?

A.Recent advances in agricultural technology

B.How farm products are supplied to consumers

C.Methods that farmers use to increase production

D.Ways of transporting farm products to stores

Q2:2.Why does the professor say this:

A.To illustrate the unreasonable demands of the typical consumer

B.To compare consumers in North America with those in other places

C.To give examples of common agricultural products in North America

D.To explain why agricultural marketing technology is necessary

Q3:3.Which of the following are examples of the marketing function of harvesting?

Click on two answers.

A.Picking cotton

B.Sorting eggs by size

C.Moving corn to a grain elevator

D.Milking cows

Q4:4.According to the professor,why is assembling an important function in agricultural marketing?

A.It allows markets to deal efficiently with large quantities.

B.It gives consumers a variety of products to choose from.

C.It results in products of uniform size,color,or quality.

D.It helps farmers make decisions about what crops to grow.

Q5:5.What is the purpose of grading agricultural products?

A.It encourages farmers to produce crops of the highest quality.

B.It enables consumers to buy products that meet uniform standards.

C.It allows the government to regulate agricultural markets.

D.It promotes the development of better marketing infrastructure.

四、Process of Agricultural Marketing托福聽力答案：

A1:正確答案：B

A2:正確答案：D

A3:正確答案：AD

A4:正確答案：A

A5:正確答案：B

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