Process of Agricultural Marketing托福听力原文翻译及问题答案

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Process of Agricultural Marketing托福听力原文翻译及问题答案

一、Process of Agricultural Marketing托福听力原文：

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托福听力中文翻译：

在农业领域，营销是一个复杂的系统。市场营销是以人们想要的形式和时间为人们提供他们想要的商品和服务。在农业领域，市场营销涉及到运输各种产品——粮食作物、动物产品、纤维作物、花卉、木材等。

市场营销将生产者与消费者联系在一起。所有涉及收割设备、储存和运输设施的流程和基础设施所有这些流程和基础结构都属于“农业营销技术”的大标题。农业营销技术的重点是满足消费者需求。

在农产品为消费者准备好之前，还需要做很多工作。典型的北美消费者无法处理活鸡或活牛、无壳小麦或生原木。典型的北美消费者想要现成的食物、现成的衣服、现成尺寸的木制品等等。

消费者在一年中的特定时间也想要某些产品。他们希望在情人节有玫瑰，在圣诞节有一品红。因此，生产商和营销专家必须在消费者需要时提供这些特殊产品。

将产品带给消费者需要几个过程——我们称之为营销功能。这些功能将产品从原始形式转换为消费者想要的形式，然后将其传输给消费者。收割、组装、分级、运输等功能只是农业营销的一些重要功能。

第一个功能是从农场或牧场开始收割。不同类型的产品的收获方法各不相同。有些产品是用机器收割的，而另一些则必须用手收割。收割包括各种各样的活动，例如，摘苹果、摘棉花、挖土豆、割小麦、割玫瑰、割木材、剪羊毛、挤牛奶等等。

收割后的一个非常重要的功能是组装。组装是将产品运送到中心位置，如包装棚、谷物升降机、轧棉机或加工厂。组装是将大量产品聚集在一起，以提高营销效率。市场营销专业人员希望处理大量的产品，而一些农场的产量不够大，所以他们不得不将自己的产品与其他农场的产品结合起来。

另一个功能是分级，这意味着对产品进行分类以获得一致性。分级可以在组装过程中或组装后进行。分级包括根据几个因素对产品进行划分，例如尺寸、颜色、品种或缺陷的存在。当人们购买鸡蛋时，他们想要一个统一的尺寸，而不是小、中、大鸡蛋的混合物。在对产品进行分级时使用了各种标准。有时政府会制定标准。有时，标准是由生产商协会制定的，甚至是由加工厂或超市制定的。

一个非常重要的营销功能是将产品从一个地方运送到另一个地方。牛奶从奶牛场运到加工厂。新鲜采摘的西红柿被转移到包装棚或罐头厂。小麦被移到谷物升降机。原木被移到锯木厂。农产品用各种车辆运输：货车、卡车、驳船、飞机和铁路车。

为了营销产品，必须提供某些设施——我们称之为营销基础设施——车辆、道路、铁路、装配和加工厂、储存设施等等。所有这些设施都是营销农产品所必需的基础设施。

三、Process of Agricultural Marketing托福听力问题：

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托福听力答案：

A1:正确答案：B

A2:正确答案：D

A3:正确答案：AD

A4:正确答案：A

A5:正确答案：B