Chapter 7 Consumer buyer decision process 第7章消费者购买决策过程.doc

Chapter 7 Consumer buyer decision process 第7章消费者购买决策过程 Consumer behavior refers to the buying behavior of final customers. 消费行为是指最终用户的购买行为。 True 正确的 False 假 According to the textbook, consumer purchases are strongly influenced by cultural, social, personal and _ characteristics. 根据教科书，消费者购买有很大影响 ， 文化，社会，个人和_的特点。 psychological 心理 emotional 情绪 physical 物理 economic 经济 _ is the most basic cause of a persons wants and behavior. _是一个人的欲望和行为的最根本原因。 Greed 贪婪 Fear 恐怖 Culture 文化 Materialism 唯物主义 Social class is determined only by an individuals income. 社会阶层才能确定是由个人的收入。 True 正确的 False (Income is only one of several factors used to determine a persons social class. Other factors include ones occupation, education, wealth and type of residence.) 假 （收入只是用来确定一个人的社会阶层的若干因素之一。其他因素包括 ： 一个人的职业，教育，财富和居住类型。） The _ is the most important consumer buying organization in society. 在_是最重要的消费者购买社会组织。 school 学校 family 家庭 government 政府 business 商业 Which of the following is not a personal factor that influences a buyers decision? 以下哪一项不是个人的因素 ， 影响到买家的决定？ beliefs 信念 age 年龄 lifestyle 生活方式 personality 个性 A persons _ is his/her unique set of psychological characteristics that are relatively consistent and lasting. 一个人的_是他/她的是相对稳定和持久的心理特点 ， 独特。 self esteem 自尊 self concept 自我概念 lifestyle 生活方式 personality 个性 The process of selecting, organizing and interpreting information to form a meaningful picture of the world is referred to as _. 选拔过程中，组织和解释信息 ， 形成了世界上有意义的图片被称为_。 perception 知觉 sensation 感觉 subliminal imprinting 潜意识印记 rationalization 合理化 When a person changes his/her behavior as a result of an experience, we say that _ has occurred. 当一个人改变他/她作为一个经验的结果的行为，我们说_发生。 motivation 动机 sensation 感觉 learning 教学 perception 知觉 If a persons attitude reflects one of his/her core values, then the attitude is easy to change. 如果一个人的态度反映了他/她的核心价值观，态度是那么容易改变的。 True 正确的 False (Attitudes are difficult to change because they fit into a pattern, and changing one attitude may require difficult adjustments in many others.) 假 （态度是很难改变的 ， 因为他们进入一种模式适应，而且不断改变态度 ， 可能需要在其他许多困难的调整。） The final step in the buying decision process is _. 在购买决策过程的最后一步是_。 the purchase itself 购买本身 postpurchase behavior 购后行为 choosing the product 选择产品 getting the rebate 得到的回扣 The _ is the most important consumer buying organization in society. 在_是最重要的消费者购买社会组织。 Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services. 营销有兴趣的作用和丈夫，妻子的影响，对不同产品和服务购买儿童。 a. family 答 ： 家人 b. social class 湾社会阶级 c. opinion leader 角意见领袖 d. information search D.信息搜索 e. reference group 参照群体 People often buy the kind of clothing that shows their _ in society. 人们经常购买的服装类型 ， 显示其在社会中_。 a. attitude 答 ： 态度 b. status 湾状态 c. learning 角学习 d. motive d.动力 e. lifestyle 的生活方式 A buyers decisions also are influenced by _ such as the buyers age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept. 买家的决定也是影响_如买方的年龄和生命周期阶段，职业，经济状况，生活方式，个性和自我概念。 a. personal characteristics 答 ： 个人特征 b. learning 湾学习 c. habitual buying behavior 角习惯性购买行为 d. variety-seeking buying behavior d.各种寻求购买行为 e. psychographics 消费心理学 People change the goods and services they buy over time because of two important factors. 改变人们的商品和服务的多 ， 因为两个重要的因素时购买。 They are _. 他们是_。 a. belief and attitude 答 ： 信念和态度 b. perception and personality 湾知觉和个性 c. age and life-cycle stage 角年龄和生命周期阶段 d. groups and learning d.团体和学习 e. family and tradition 家庭和传统 The buying process starts with _the buy recognizes a problem or need. 购买过程始于_，在购买确认有问题或需要。 a. need recognition 答 ： 需要识别 b. information search B.信息搜索 c. evaluation of alternatives C.评价的替代品 d. purchase decision d的购买决策 e. separation of needs and wants 分离的需要和欲望 _ is a persons pattern of living as expressed in his or her psychographics. _一个人的生活模式在他或她的消费心理学表示。 a. Personality 答 ： 人格 b. Culture B.文化 c. Lifestyle 角生活方式 d. Motive d.动机 e. Social class e.社会阶层 Maslow has a list of human needs from the most pressing to the least pressing. 马斯洛有一个从最迫切的人类需求的名单至少迫切。 They include all of the following except _. 它们包括以下除外_。 a. physiological needs 答 ： 生理需要 b. safety needs B.安全需要 c. need recognition 认识到有必要角 d. self-actualization D.自我实现的 e. social needs E.社会需要 A _ is a descriptive thought that a person has about something. 阿_是描述一个人认为某事有。 a. lifestyle 答 ： 生活方式 b. motive 湾动机 c. belief 角信念 d. habitual behavior d.习性 e. stereotype 刻板印象 The buyer decision process consists of five stages. 买方决定过程分为五个阶段。 Which of the following is NOT one of these stages? 以下哪一项不是其中的一个阶段？ a. need recognition 答 ： 需要识别 b. information search B.信息搜索 c. variety-seeking buying behavior 角品种寻求购买行为 d. evaluation of alternatives D.评价的替代品 e. purchase decision 购买决策 f. post-purchase evaluation 楼购买后的评价 Which is not one of the stages that customers go through in the process of adopting a new product? 这是不是阶段 ， 客户通过一个通过一项新产品的过程？ a. awareness/attention 答 ： 认识/注意 b. interest B.利息 c. action C.行动 d. culture d.文化 e. desire 的愿望 Family is one of the _ factors that influence consumer behavior. 家庭是其中的因素之一_影响消费者的行为。 a. cultural A.文化 b. social B.社会 c. personal 角个人 d. psychological d.心理 e. business 业务 Lifestyles can be measured through our _. 可以衡量的生活方式通过我们_。 a. patterns of living 答 ： 生活模式 b. activities, interests, and opinions 湾活动，兴趣和意见 c. AIOs 角入息令 d. attitudes(activities), interests, and opinions d.态度（活动），兴趣和意见 e. A, B, and C 的A，B和C Cultural factors exert a broad and deep influence on consumer behavior. 文化因素必将对消费者行为的广泛而深入的影响。 The marketer needs to understand the role played by the buyers culture, subculture, and social class. 营销人员需要了解买方的文化，亚文化所起的作用，和社会阶层。 Describe the differences among culture, subculture, and social class. 描述之间的文化，亚文化的差异，社会阶层。 Culture is the most basic cause of a persons wants and behavior. 文化是一个人的欲望和行为的最根本原因。 Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations. 每一种文化中包含小亚文化，或有共同价值和共同的生活经验为基础的系统情况的人群。 Subcultures include nationalities, religions, racial groups, and geographic regions. 亚文化 ， 包括民族，宗教，种族和地理区域。 Social classes are societys relatively permanent and ordered divisions who members share similar values, interests, and behaviors. 社会阶层是社会的相对永久性的 ， 并下令部门谁成员有着相同的价值观，利益和行为。 A consumers behavior also is influenced by social factors, such as the consumers small groups, family, and social roles and status. 一个消费者的行为也受到社会的影响因素 ， 如消费者的小团体，家庭，社会作用和地位。 Explain the differences among these social factors. 在解释这些社会因素的差异。 Small groups to which a person belongs have a direct influence on what a person buys. 哪些人属于有什么一个人买小团体的直接影响。 Reference groups serve as direct or indirect points of comparison or reference in forming a persons attitudes or behaviors. An aspirational group is one to which the individual wishes to belong. Reference groups expose a person to new behaviors and lifestyles, influence a persons attitudes and self-concept, and create pressures to conform that may affect the persons product and brand choices. 参照群体为形成一个人的态度或行为的比较或参考直接或间接点。一个期望是一组的个人希望被列入。参考群体暴露一个人新的行为方式和生活方式，影响一个人的态度和自我概念，并建立符合压力可能影响人的产品和品牌的选择。 Opinion leaders are also included in reference groups. The family, furthermore, is the most important consumer buying organization in society. 舆论领袖也包括在参照群体。家庭，此外，最重要的是消费者购买的社会组织。 Marketers are interested in the roles and influence of each member. 营销有兴趣的角色和每个成员的影响力。 Social roles and status: Anna Flores plays the role of a