顾客满意度对消费开支的影响外文翻译.docVIP

外文翻译 原文 The Effect of Customer Satisfaction on Consumer Spending Growth Material Source: http://web.ebscohost. com/ehost/detail?vid=10hid= 10hid=123sid=31ecbe6a-8d8b-4d8b-a7b1-7d5965ef8c8c%40sessionmgr111 bdata=Jmxhbmc9emgtY24mc2l0ZT1laG9zdC1saXZl#db=buhAN Author：Fornell, Claes; Rust, Roland T; Dekimpe, Marnik G The economic importance of consumer spending growth can hardly beoverestimated. In the U.S. national accounts, consumer spending represents more than 70%of gross domestic product(GDP).Therefore, it should come as no surprise that changes in consumer spending are closely monitored by public policy makers and marketing managers alike. Indeed, even fairly small changes in consumer spending have profound implications for the health of the economy as a whole and for numerous companies and industries. Neither the government nor individual firms want consumer spending to go down, and economic policy is designed to balance current spending with savings/ investments to enable spending in the future. The Federal Reserve has repeatedly cut interest rates to make borrowing(and subsequent spending)easier, while many durable goods manufacturers have switched to 0%financing to keep their sales levels up. Reports of declining consumer expenditures cause managers to adapt their marketing strategy along multiple dimensions. Increased nervousness about future consumer spending makes organizations reluctant to make long-term commitments to brand advertising, switching instead to tactics they know will drive short-term sales(Grande 2006).Retailers adjust not only their pricing strategy but also their assortment composition in the wake of reduced consumer spending. For example, amid a gloomy outlook for the U.S. economy, Wal-Mart cut prices of thousands of back-to-school items in summer 2007 and discontinued several higher-priced line. As consumer spending improves, managers make the reverse adjustments. As a case in point, increased consumer spending in summer 2004 ca