学术英语管理

1、,Unit 6 TextA Consumer Behavior Influencers 消费行为影响因素,目 录,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)。,1.Consumer behavior is the study of why people do what they do .The better we can understand the rational ,emotional and o

2、ften subconscious reasons for consumers actions ,the better we will be at creating effective marketing campaigns.,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 alight 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。,2.Does good marketing always make people do what

3、 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.,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。

4、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(volumevljum 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。,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

5、 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

6、what they should prepare for the week.,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

7、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：环境和文化。,Environment and consumer behavior 环境和消费者行为 6. We are affected by everything around us:friends,family,advertisi

8、ng,trends,celebrities,prices,past experiences,status and perceived status.All these factors add up to the environment in which we live.,我们会受到我们周围每个人每样东西的影响，如朋友、家人、广告、潮流、名人(celebrity 名人)、价格、过去的经历、地位和认知地位等。所有这些因素组成了我们生存的环境。,7.When you sit down for breakfast tomorrow,pour yourself a big glass of fresh,

9、cold milk.Notice any difference? The environment dictates the appropriateness of your beverage selection.In one environment, your beverage selection is perfectly appropriate and in another it is completely inappropriate.,当第二天你坐下来吃早餐时，你倒给你自己一大杯新鲜的冷冻的牛奶。你觉得有人会陌 生奇怪地看着你吗？然后你去一个热闹的新夜店点一杯牛奶。你发现有什么不同了吗？ 环

10、境指示你饮料选择的适当性(appropriateness)。在一个环境下，你饮料选择是很适当 的，但在另一个环境下，它可能是完全不适当的。,8.In much of the world, brands are seen as a demonstration of your success.Once in Eastern Europe,even the poorest day laborer would have had a pack of Marlboro cigarettes to share with friends at a club.But Marlboro cigarettes we

11、re expensive in Eastern Europe.Must pf the time,the box was filled with local brand cigarettes that cost a tenth of the price.The status of the Marlboro package in the environment gave “badge value” to the owner even more than the actual product.,在许多的地方，品牌被看做是你成功的象征。在东欧，即使是最穷困的打零工的人(day laborer 打零工的

12、人)也会在一个俱乐部里拿一包万宝路香烟和朋友分享。但是万宝路香 烟在东欧是很贵的。绝大多数时间，一箱满是当地品牌的香烟才会花费掉其十分之一的 价钱。在那个环境下，万宝路包装的地位带给拥有者“徽章的价值”甚至超过实际产品 (actual product)。,9.Brands can tell others who we are,what we think and value,and even signal our level of success in world.This all stems from the environment we live in and its effect on c

13、onsumer behavior.,品牌会告诉别人我们是谁，我们的想法、价值观、甚至标志着我们在世界上成功的水平。 这都来源于我们生活的环境和它所影响下的消费者行为。,10.In some developing countries Western brands were displayed in peoples apartments like art.A box of Kelloggs breakfast cereal would be prominently displayed to tell everyone coming through the house that this famil

14、y was in the know and could afford expensive Western brands.,在一些发展中国家，西方品牌被当做艺术一样展示在人们的房子里。一箱凯洛格早餐麦 片粥被明显地摆放着以告诉经过房子的每一个人，这个家庭知道并负担得起昂贵的西方 品牌产品。,11.Your age and the generation you belong to have a huge impact on how you view the world,what you hold true and your belief structure.Gender,sexual orient

15、ation all play a major role in defining who you are,what you think,how you react and how you view the future.,你的年龄和所在的年代对你如何看待世界、你真理观和你的信仰结构都有巨大的影响。 性别、性取向（sexual orientation）、家庭地位、教育成就（attainment 成就，达到）、 种族特点（ethnicity 种族特点）、收入、地理和职业都在你确定你是谁、你想的是什么、 你怎样反应以及你怎样看待未来中扮演了一个主要的角色。,Culture and consumer b

16、ehavior 文化和消费者行为 12.Culture is what defines a particular group of people at a specific time and place. It is the culmination of the knowledge, values and beliefs a group of people holds in common. Culture is constantly evolving and changing. Who we are, what we believe, what we want out of life,our

17、view of justice, fairness, appropriateness are all the result of the culture we live in.,正是文化，定义了在一个特别的时间和地方一群特别的人。它是一群人共同拥有的知识、价值和信仰的顶点（culmination 顶点）。文化在不断地进化和变化。我们是谁、我们相 信什么、我们想要什么（what we want out of life）、我们关于正义、平等、适当的看法 等都是我们所处于的文化的结果。,13.Countries have cultures and numerous subcultures withi

18、n that larger culture. There are traits that are typically American, Russian, Japanese, Indian or whatever country you choose_but within each country are subcultures which make up the larger country culture. Ethnic cultures, demographic cultures and societal class cultures, which all have a huge imp

19、act on who you are, what you believe ,and how you act and react.,在一个更大的文化（背景）下，国家有文化和大量的次文化。代表性地美国、俄国、日 本、印度等，无论你选择哪一个国家，都有的特性就是，在每一个国家都是那些次文化 构成更大的国家文化。民族的文化、地域的（demographic）文化和社会阶层（societal class） 文化都对你是谁、你相信什么、你的行为以及回应都有很大的影响。,14.Basic geographic cultures change little over time. Consider the col

20、lectivist cultures of many Asian countries that value the contribution of teams of people over the individual versus the individualistic cultures of much of the Western would that value the contribution of individuals over that of the team.,基本的地理文化随着时间而发生一些改变。想想许多亚洲国家的集体主义（collectivist 集体主义的）文化认为集体利

21、益高于个人利益，而与之相对的是西方国家的个人主义文 化认为个人利益高于集体利益。,15.But these cultures do change. For example , consider the phenomenal changes in india. The closer it moves to capitalism and the consumer-driven culture it inspires, the faster its culture races toward a more individualist culture where tour value as a huma

22、n being is measured by financial success. So , is India an individualistic culture now? No. At its heart, it will remain a collectivist culture for many years to come. The unraveling of thousands of years of culture may probably take at least hundreds of years to change, and may never change complet

23、ely.,但这些文化在变化。比如，想想印度的惊人的（phenomenal）变化。它越趋向于资本 主义以及它鼓励的客户驱动的文化（consumer-driven culture），它的文化就越快地向那 种你所认为用财政上的成功（financial success）衡量一个人的个人主义文化方向发展。 那么，印度现在是个人主义文化吗？不是的。它的核心仍然是多年来形成的集体主义文 化。那种几千年来对文化的理解（unravel 理解；解释；阐明）或者可能需要花费至少 几百年的时间去改变，或者永远不能完全地改变。,16.Culture directly affects consumer behavior.

24、 Modern Western cultures such as the U.S. Tend to value whats new and whats next. As a result, products arent built to last as the chances are they will be discarded for the next evolution or fashion update long before they have worn out. This doesnt only hold true for clothing and appliances:it eve

25、n goes for the permanent things in our lives such as houses. America is one of the most mobile societies in the world with the average American having nearly eight different homes during their lifetime. By contrast, in Germany they have a saying that when you are building your home, you are building

26、 it for yourself and your great-grandchildren.,文化直接影响消费者行为。现代西方国家的文化，如美国趋向于重视新的是什么和接下 来的是什么。结果是，不制造过去的产品以免它们有在还没破旧之前就被下一场革命或 时代更新被丢弃的机会。这不仅仅运用于衣服和器具，它甚至可用于我们生活中的一些 永恒持久的东西如房子。美国是世界上众多流动易变的社会（mobile societies）的国家 之一，平均美国人一生有将近 8 套不同的房子。相反地，在德国，他们有一个说法是当 你正在建造你的房子，你就是为你自己和你的重孙子建造房子。,17.Marketing to a

27、global audience is simply marketing to a local audience multiplied by the number of countries your product is sold in. If you make the assumption that the Indian consumer will like your product for the same reasons and use it in the same way as a German or French consumer, you are likely to lose big

28、 time, or at least not win at the level you could have youd targeted each market individually.,向全球观众营销可以简单地对当地观众营销以增加你产品销售的国家数量。如果你假定 印度消费者会以同样的理由喜欢你的产品并用和一个德国或法国消费者一样的方式使 用它，你可能会失去很多时间，或至少无法达到你单独地把每个市场作为目标的销售水 平。,除此之外，营销人喜欢全球品牌(global brands)。你可以用相同的包装和广告来销售一 件产品给多于 60 亿的人们，这个想法让所有的会计师都感到兴奋。一些品牌取得了成 功，如万宝路、可乐、英特尔、微软和诺基亚。但其他的品牌要求从市场到市场作大量 的（substantial）调整。一种满是漂白剂（bleach 漂白剂）的干衣房清洁剂（detergent） 会把超（ ultra-超；极）白的衣服交到一个一心想要（obsessed 一心想（做某事）；着迷） 洁净度的市场，但对于一个重视环保的市场或一个难以得到水的市场，这可能是一个大 灾难。,18.Despite this ,marketers like global brands. The idea that you can sell one product to more than six bill