高级商务英语听说大纲课件教案 试卷 江春 ISBN 9787810786515 教案eng301j_ja_04.pdfVIP

Unit 4 Consumer Behavior 消费者行为 Learning objectives 1. In this unit students will learn vocabulary and basic concepts related to marketing and consumer behavior. 2. Students will be able to talk about different consumer behavior and marketing practices. Background reading Notes: 1. study of consumer behavior 消费行为的研究 2. a new field of study 一个新的研究领域 3. to dispose of 处理 We could dispose of large quantities if you would give us an agency. 4. marketers 营销商 5. strategic marketing decision 战略营销决策 6. cue 提示，暗示 to take ones cue from 从。。。得到暗示 7. to shape 使形成 to shape public opinion 影响或左右舆论 8. competitive advantage 竞争优势 9. discipline 学科 scientists of many disciplines 许多学科的科学家 10. anthropology 人类学 11. social psychology社会心理学 12. notion 看法，见解 have a vague notion about sth. 对某事有模糊概念 13. rational 理性的，合理的 a perfectly rational explanation 完全合乎情理的 解释 14. maximize their benefits 最大化他们的收益 Answers to the comprehension questions: 1. Consumer behavior refers to behaviors that consumers display in purchasing, using, and disposing of products and services that they expect will satisfy their needs. 2. Because the marketers can make better strategic marketing decisions if they understand their consumers’ behavior. 3. Yes, it is a relatively new field of study. Because it does not have history or body of its own. 1 4. It borrowed from other scientific disciplines such as psychology, sociology, social psychology, anthropology, and economics. 什么是消费行为？ 消费行为术语指消费者在采购、使用或处理产品或服务，以求满足其需求所 表现出的行为。对消费行为的研究是研究不同个体如何决定支出他们所有的资源 －时间、资金和精力－以用于与消费相关的项目上。其研究内容包括消费者买什 么、为什么买、何时买、哪