学术英语管理unit6.pptxVIP

Unit 6 TextA Consumer BehaviorInfluencers消费行为影响因素 目 录文段翻译12 重点单词1.Consumer behavior is the study of why people do what they do .The better we can understand the rational ,emotional and often subconscious reasons for consumers’ actions ,the better we will be at creating effective marketing campaigns.消费行为研究的是人们做事情的原因。我们越能明白消费者行为的那些理智的(rational 理智的)、情绪的和经常潜意识的(subconscious 潜意识的)原因，我们就越能创造出有效 的市场营销活动(marketing campaign)。2.Does good marketing always? make?people?do?what?we?want?them?to?do？No.But?it?can?present?our?brands?story?in?the?best?possible?light.?In?order?to?do?this?it?is?important?to?understand?what?consumers?want,?how?they?make?decisions,?why?they?choose?the?brands?they?do, and ?how? and where?we?should?talk?to?them. 那些好的营销总是能让人们做我们想要他们做的事情吗？不。但它能以最可能的方式 (in a…light 从…的角度；以…的方式)呈现我们品牌的故事。为了做这件事，重要的是了 解什么是消费者想要的，他们怎样做的决定，为什们他们会选择他们要的那个品牌以及 我们应该怎样和在哪里和他们交谈。3.Spend an hour in a grocery store watching other people shop. You will see a variety of different kinds of shoppers. Some are focused people on a mission trying to fulfill a specific list of goods . You will see others slowly comparing products side by side, deciding what they want as they go along. Others are focused on getting the best deals through sales, coupons and volume deals . And still others wander the aisles looking for inspiration as to what they should prepare for the week. 在一个杂货店里花费一个小时去观察别人购物，你会看见各种各样不同类型的购物者。 一些人会注重他们的任务并努力去填满一张具体的货物清单。有些人会慢慢地比较并排 的产品，决定着沿路下来什么是他们想要的。一些人注重通过促销、优惠券(coupons 优惠券)、交易卷(volume[v?lju?m] 卷)获得最好的交易。还有一些人一直徘徊在通道中， 寻找着他们应该为周末准备什么的灵感。 4.Understanding what consumers do is interesting, but it is only half the job. The really important thing to understand is why they do what they do. Once you understand why, you can begin to predict behavior and in marketing, that means sales.了解消费者做什么是很有趣的，但只是我们一半的工作。真正重要的是了解他们为什么 要这样做。一旦你明白为什么，你就可以开始预测行为和运用在市场上，那意味着销售。5.There are two influencers on consumer behavior which deserve our attention:environment and culture. 消费者行为有两个影响因素值得我们注意：