學術英語管理unit6

1、LOGO Unit 6 TextAUnit 6 TextA C Consumer onsumer B Behavior ehavior InInfluencersfluencers消費行為影響因素消費行為影響因素 LOGO目 錄12文段翻譯 重點單詞LOGO消費行為研究的是人們做事情的原因。我們越能明白消費者行為消費行為研究的是人們做事情的原因。我們越能明白消費者行為的那些理智的的那些理智的(rational (rational 理智的理智的) )、情緒的和經(jīng)常潛意識的、情緒的和經(jīng)常潛意識的(subconscious (subconscious 潛意識的潛意識的) )原因，我們就越能創(chuàng)造出有效

2、原因，我們就越能創(chuàng)造出有效 的市場營銷的市場營銷活動活動(marketing campaign)(marketing campaign)。1.1.C Consumer behavior is the study of why people do what onsumer behavior is the study of why people do what they do .The better we can understand the they do .The better we can understand the rational ,emotional and often subcon

3、scious reasons for rational ,emotional and often subconscious reasons for consumers actions ,the better we will be at creating consumers actions ,the better we will be at creating effective marketing campaigns.effective marketing campaigns.LOGO那些那些好的營銷總是能讓人們做我們想要他們做的事情嗎？不。好的營銷總是能讓人們做我們想要他們做的事情嗎？不。但它

4、能以最可能的方式但它能以最可能的方式 (in a(in alight light 從從的角度；以的角度；以的方式的方式) )呈呈現(xiàn)我們品牌的故事。為了做這件事，重要的是了現(xiàn)我們品牌的故事。為了做這件事，重要的是了 解什么是消費解什么是消費者想要的，他們怎樣做的決定，為什們他們會選擇他們要的那者想要的，他們怎樣做的決定，為什們他們會選擇他們要的那個品牌以及個品牌以及 我們應該怎樣和在哪里和他們交談。我們應該怎樣和在哪里和他們交談。2.Does good marketing 2.Does good marketing always always makepeopledowhatwewantthem

5、todomakepeopledowhatwewantthemtodo？No.ButitcanpresentourbrandsstoryinthebestpossiNo.Butitcanpresentourbrandsstoryinthebestpossiblelight.Inordertodothisitisimportanttounderstanblelight.Inordertodothisitisimportanttounderstandwhatconsumerswant,howtheymakedecisions,whydwhatconsumerswant,howtheymakedeci

6、sions,whytheychoosethebrandstheydo, and how and theychoosethebrandstheydo, and how and whereweshouldtalktothem. whereweshouldtalktothem. LOGO在在一個雜貨店里花費一個小時去觀察別人購物，你會看見各種各一個雜貨店里花費一個小時去觀察別人購物，你會看見各種各樣不同類型的購物者。樣不同類型的購物者。 一些人會注重他們的任務并努力去填滿一一些人會注重他們的任務并努力去填滿一張具體的貨物清單。有些人會慢慢地比較并排張具體的貨物清單。有些人會慢慢地比較并排 的產品，決

7、定著沿的產品，決定著沿路下來什么是他們想要的。一些人注重通過促銷、優(yōu)惠券路下來什么是他們想要的。一些人注重通過促銷、優(yōu)惠券( (coupons coupons 優(yōu)惠券優(yōu)惠券) )、交易卷、交易卷(volumev(volumevljuljum m 卷卷) )獲得最好的交易。還有一些獲得最好的交易。還有一些人一直徘徊在通道中，人一直徘徊在通道中， 尋找著他們應該為周末準備什么的靈感。尋找著他們應該為周末準備什么的靈感。 3.Spend an hour in a grocery store watching other people 3.Spend an hour in a grocery stor

8、e watching other people shop. You will see a variety of different kinds of shoppers. shop. You will see a variety of different kinds of shoppers. Some are focused people on a mission trying to fulfill a Some are focused people on a mission trying to fulfill a specific list of goods . You will see ot

9、hers slowly comparing specific list of goods . You will see others slowly comparing products side by side, deciding what they want as they go products side by side, deciding what they want as they go along. Others are focused on getting the best deals through along. Others are focused on getting the

10、 best deals through sales, coupons and volume deals . And still others wander sales, coupons and volume deals . And still others wander the aisles looking for inspiration as to what they should the aisles looking for inspiration as to what they should prepare for the week. prepare for the week. LOGO

11、4.Understanding what consumers do is interesting, but 4.Understanding what consumers do is interesting, but it is only half the job. The really important thing to it is only half the job. The really important thing to understand is why they do what they do. Once you understand is why they do what th

12、ey do. Once you understand why, you can begin to predict behavior and understand why, you can begin to predict behavior and in marketing, that means sales.in marketing, that means sales.了解了解消費者做什么是很有趣的，但只是我們一半的工作。真正重消費者做什么是很有趣的，但只是我們一半的工作。真正重要的是了解他們?yōu)槭裁匆氖橇私馑麄優(yōu)槭裁?要這樣做。一旦你明白為什么，你就可以要這樣做。一旦你明白為什么，你就可以開

13、始預測行為和運用在市場上，那意味著銷售。開始預測行為和運用在市場上，那意味著銷售。5.There are two influencers on consumer behavior which 5.There are two influencers on consumer behavior which deserve our deserve our attention:environmentattention:environment and culture. and culture. 消費者行為有兩個影響因素值得我們注意：環(huán)境和文消費者行為有兩個影響因素值得我們注意：環(huán)境和文化?；?LOGOE

14、nvironment and consumer behaviorEnvironment and consumer behavior環(huán)境和環(huán)境和消費者行為消費者行為6.6. We are affected by everything around We are affected by everything around us:friends,family,advertising,trends,celebrities,prices,pastus:friends,family,advertising,trends,celebrities,prices,past experiences,statuse

15、xperiences,statusandperceivedandperceivedstatus.Allstatus.Allthesefactorsthesefactorsadduptotheenvironmentin whichwelive.adduptotheenvironmentin whichwelive.我們會受到我們周圍每個人每樣東西的影響，如朋友、家人、廣我們會受到我們周圍每個人每樣東西的影響，如朋友、家人、廣告、潮流、名人告、潮流、名人(celebrity (celebrity 名人名人) )、價格、過去的經(jīng)歷、地位和認知、價格、過去的經(jīng)歷、地位和認知地位等。所有這些因素組成了我

16、們生存的環(huán)境。地位等。所有這些因素組成了我們生存的環(huán)境。LOGO7.When you sit down for breakfast 7.When you sit down for breakfast tomorrow,pourtomorrow,pour yourself a big glass of yourself a big glass of fresh,coldfresh,cold milk.Noticemilk.Notice any any difference? The environment dictates the difference? The environment dict

17、ates the appropriateness of your beverage appropriateness of your beverage selection.Inselection.In one one environment, your beverage selection is perfectly environment, your beverage selection is perfectly appropriate and in another it is completely appropriate and in another it is completely inap

18、propriate.inappropriate.當當?shù)诙炷阕聛沓栽绮蜁r，你倒給你自己一大杯新鮮的第二天你坐下來吃早餐時，你倒給你自己一大杯新鮮的冷凍的牛奶。你覺得有人會陌冷凍的牛奶。你覺得有人會陌 生奇怪地看著你嗎？然后你生奇怪地看著你嗎？然后你去一個熱鬧的新夜店點一杯牛奶。你發(fā)現(xiàn)有什么不同了嗎？去一個熱鬧的新夜店點一杯牛奶。你發(fā)現(xiàn)有什么不同了嗎？ 環(huán)境指示你飲料選擇的適當性環(huán)境指示你飲料選擇的適當性(appropriateness(appropriateness) )。在一個環(huán)。在一個環(huán)境下，你飲料選擇是很適當境下，你飲料選擇是很適當 的，但在另一個環(huán)境下，它可的，但在另一個環(huán)境下，它可

19、能是完全不適當?shù)?。能是完全不適當?shù)?。LOGO8.In much of the world, brands are seen as a 8.In much of the world, brands are seen as a demonstration of your demonstration of your success.Oncesuccess.Once in Eastern in Eastern Europe,evenEurope,even the poorest day laborer would have had a the poorest day laborer would hav

20、e had a pack of Marlboro cigarettes to share with friends at a pack of Marlboro cigarettes to share with friends at a club.Butclub.But Marlboro cigarettes were expensive in Eastern Marlboro cigarettes were expensive in Eastern Europe.MustEurope.Must pfpf the the time,thetime,the box was filled with

21、local brand box was filled with local brand cigarettes that cost a tenth of the cigarettes that cost a tenth of the price.Theprice.The status of the status of the Marlboro package in the environment gave “badge value” Marlboro package in the environment gave “badge value” to the owner even more than

22、 the actual product.to the owner even more than the actual product.在在許多的地方，品牌被看做是你成功的象征。在東歐，即使是最窮許多的地方，品牌被看做是你成功的象征。在東歐，即使是最窮困的打零工的人困的打零工的人(day laborer (day laborer 打零工的人打零工的人) )也會在一個俱樂部里拿一包也會在一個俱樂部里拿一包萬寶路香煙和朋友分享。但是萬寶路香萬寶路香煙和朋友分享。但是萬寶路香 煙在東歐是很貴的。絕大多煙在東歐是很貴的。絕大多數(shù)時間，一箱滿是當?shù)仄放频南銦煵艜ㄙM掉其十分之一的數(shù)時間，一箱滿是當?shù)仄放频?/p>

23、香煙才會花費掉其十分之一的 價錢。價錢。在那個環(huán)境下，萬寶路包裝的地位帶給擁有者在那個環(huán)境下，萬寶路包裝的地位帶給擁有者“徽章的價值徽章的價值”甚至甚至超過實際產品超過實際產品 (actual product)(actual product)。 LOGO9.Brands can tell others who we 9.Brands can tell others who we are,whatare,what we think and we think and value,andvalue,and even signal our level of success in even signal

24、 our level of success in world.Thisworld.This all stems from the environment we live iall stems from the environment we live in and its effect n and its effect on consumer behavior.on consumer behavior.品牌品牌會告訴別人我們是誰，我們的想法、價值觀、甚至標志著我們會告訴別人我們是誰，我們的想法、價值觀、甚至標志著我們在世界上成功的水平。在世界上成功的水平。 這都來源于我們生活的環(huán)境和它所影響下的

25、這都來源于我們生活的環(huán)境和它所影響下的消費者行為。消費者行為。 10.In some developing countries Western brands were 10.In some developing countries Western brands were displayed in peoples apartments like displayed in peoples apartments like art.Aart.A box of box of Kelloggs breakfast cereal would be prominently Kelloggs breakfast

26、 cereal would be prominently displayed to tell everyone coming through the house that displayed to tell everyone coming through the house that this family was in the know and could afford expensive this family was in the know and could afford expensive Western brands.Western brands.在在一些發(fā)展中國家，西方品牌被當做

27、藝術一樣展示在人們的房子里。一箱凱洛格早餐一些發(fā)展中國家，西方品牌被當做藝術一樣展示在人們的房子里。一箱凱洛格早餐麥麥 片粥被明顯地擺放著以告訴經(jīng)過房子的每一個人，這個家庭知道并負擔得起昂貴的片粥被明顯地擺放著以告訴經(jīng)過房子的每一個人，這個家庭知道并負擔得起昂貴的西方西方 品牌產品。品牌產品。LOGO11.Your age and the generation you belong to have a 11.Your age and the generation you belong to have a huge impact on how you view the huge impact o

28、n how you view the world,whatworld,what you hold you hold true and your belief true and your belief structure.Gender,sexualstructure.Gender,sexual orientation orientation all play a major role in defining who you all play a major role in defining who you are,whatare,what you you think,howthink,how y

29、ou react and how you view the future. you react and how you view the future.你你的年齡和所在的年代對你如何看待世界、你真理觀和你的信仰的年齡和所在的年代對你如何看待世界、你真理觀和你的信仰結構都有巨大的影響。結構都有巨大的影響。 性別、性取向（性別、性取向（sexual orientationsexual orientation）、家庭）、家庭地位、教育成就（地位、教育成就（attainment attainment 成就，達到成就，達到）、）、 種族特點種族特點（ethnicity ethnicity 種族特點）種族

30、特點）、收入、地理和職業(yè)都在你確定你是誰、你想的是、收入、地理和職業(yè)都在你確定你是誰、你想的是什么、什么、 你怎樣反應以及你怎樣看待未來中扮演了一個主要的角色。你怎樣反應以及你怎樣看待未來中扮演了一個主要的角色。LOGOCulture and consumer behaviorCulture and consumer behavior文化文化和消費者行為和消費者行為 12.Culture is what defines a particular group of people at 12.Culture is what defines a particular group of people

31、at a specific time and place. It is the culmination of the a specific time and place. It is the culmination of the knowledge, values and beliefs a group of people holds in knowledge, values and beliefs a group of people holds in common. Culture is constantly evolving and changing. common. Culture is

32、 constantly evolving and changing. Who we are, what we believe, what we want out of Who we are, what we believe, what we want out of life,ourlife,our view of justice, fairness, appropriateness are all the result view of justice, fairness, appropriateness are all the result of the culture we live in.

33、of the culture we live in. 正是文化，定義了在一個特別的時間和地方一群特別的人。它是一群人共同擁正是文化，定義了在一個特別的時間和地方一群特別的人。它是一群人共同擁有的知識有的知識、價值、價值和信仰的頂點（和信仰的頂點（culmination culmination 頂點頂點）。文化在不斷地進化和變化。）。文化在不斷地進化和變化。我們是誰、我們相我們是誰、我們相 信什么、我們想要什么（信什么、我們想要什么（what we want out of lifewhat we want out of life）、）、我們關于我們關于正義、平等、適當?shù)目捶ㄕx、平等、適當?shù)目捶?/p>

34、 等都是我們所處于的文化的結果。等都是我們所處于的文化的結果。LOGO13.Countries have cultures and numerous subcultures 13.Countries have cultures and numerous subcultures within that larger culture. There are traits that are within that larger culture. There are traits that are typically American, Russian, Japanese, Indian or typi

35、cally American, Russian, Japanese, Indian or whatever country you whatever country you choose_butchoose_but within each country within each country are subcultures which make up the larger country are subcultures which make up the larger country culture. Ethnic cultures, demographic cultures and cul

36、ture. Ethnic cultures, demographic cultures and societal class cultures, which all have a huge impact on societal class cultures, which all have a huge impact on who you are, what you believe ,and how you act and who you are, what you believe ,and how you act and react.react.在在一個更大的文化（背景）下，國家有文化和大量的

37、次文化。一個更大的文化（背景）下，國家有文化和大量的次文化。代表性地美國、俄國、日代表性地美國、俄國、日 本、印度等，無論你選擇哪一個國家，本、印度等，無論你選擇哪一個國家，都有的特性就是，在每一個國家都是那些次文化都有的特性就是，在每一個國家都是那些次文化 構成更大的國構成更大的國家文化。民族的文化、地域的（家文化。民族的文化、地域的（demographicdemographic）文化和社會階層文化和社會階層（societal classsocietal class） 文化都對你是誰、你相信什么、你的行為以及文化都對你是誰、你相信什么、你的行為以及回應都有很大的影響?；貞加泻艽蟮挠绊?。LO

38、GO14.Basic geographic cultures change little over time. 14.Basic geographic cultures change little over time. Consider the collectivist cultures of many Asian Consider the collectivist cultures of many Asian countries that value the contribution of teams of countries that value the contribution of t

39、eams of people over the individual versus the individualistic people over the individual versus the individualistic cultures of much of the Western would that value the cultures of much of the Western would that value the contribution of individuals over that of the team.contribution of individuals

40、over that of the team. 基本的地理文化隨著時間而發(fā)生一些改變。想想許多亞洲國家基本的地理文化隨著時間而發(fā)生一些改變。想想許多亞洲國家的集體主義（的集體主義（collectivist collectivist 集體主義的）集體主義的）文化認為集體利益高于個文化認為集體利益高于個人利益，而與之相對的是西方國家的個人主義文人利益，而與之相對的是西方國家的個人主義文 化認為個人利化認為個人利益高于集體利益。益高于集體利益。LOGO15.But these cultures do cha15.But these cultures do changnge. For example ,

41、 consider e. For example , consider the phenomenal changes in the phenomenal changes in indiaindia. The closer it moves to . The closer it moves to capitalism and the consumer-driven culture it inspires, the capitalism and the consumer-driven culture it inspires, the faster its culture races toward

42、a more individualist culture faster its culture races toward a more individualist culture where tour value as a human being is measured by where tour value as a human being is measured by financial success. So , is India an individualistic culture financial success. So , is India an individualistic

43、culture now? No. At its heart, it will remain a collectivist culture for now? No. At its heart, it will remain a collectivist culture for many years to come. The unraveling of thousands of years many years to come. The unraveling of thousands of years of culture may probably take at least hundreds o

44、f years to of culture may probably take at least hundreds of years to change, and may never change completely.change, and may never change completely.但但這些文化在變化。比如，想想印度的驚人的（這些文化在變化。比如，想想印度的驚人的（phenomenalphenomenal）變化。它越趨向于資本）變化。它越趨向于資本 主義以及它鼓勵的客戶驅動的文化主義以及它鼓勵的客戶驅動的文化（consumer-driven cultureconsumer-dr

45、iven culture），它的文化就越快地向），它的文化就越快地向那那 種你所認為用財政上的成功（種你所認為用財政上的成功（financial successfinancial success）衡量一個人的個人主義文化方向發(fā)）衡量一個人的個人主義文化方向發(fā)展。展。 那么，印度現(xiàn)在是個人主義文化嗎？不是的。它的核心仍然是多年來形成的集那么，印度現(xiàn)在是個人主義文化嗎？不是的。它的核心仍然是多年來形成的集體主義文體主義文 化。那種幾千年來對文化的理解（化。那種幾千年來對文化的理解（unravel unravel 理解；解釋；闡明）理解；解釋；闡明）或者可能需或者可能需要花費至少要花費至少 幾百年的

46、時間去改變，或者永遠不能完全地改變。幾百年的時間去改變，或者永遠不能完全地改變。 LOGO16.Culture directly affects consumer behavior. Modern Western 16.Culture directly affects consumer behavior. Modern Western cultures such as the U.S. Tend to value whats new and whats cultures such as the U.S. Tend to value whats new and whats next. As a

47、result, products arent built to last as the chances are 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 they will be discarded for the next evolution or fashion update long before they have worn out. This doesnt

48、only hold true for clothing before they have worn out. This doesnt only hold true for clothing and and appliances:itappliances:it even goes for the permanent things in our lives even goes for the permanent things in our lives such as houses. America is one of the most mobile societies in the such as

49、 houses. America is one of the most mobile societies in the world with the average American having nearly eight different homes world with the average American having nearly eight different homes during their lifetime. By contrast, in Germany they have a saying during their lifetime. By contrast, in

50、 Germany they have a saying that when you are building your home, you are building it for that when you are building your home, you are building it for yourself and your great-grandchildren. yourself and your great-grandchildren. 文化直接影響消費者行為。現(xiàn)代西方國家的文化，如美國趨向于重視新的是什么和接下文化直接影響消費者行為?，F(xiàn)代西方國家的文化，如美國趨向于重視新的

51、是什么和接下 來的是什么。結果是，不制造過去的產品以免它們有在還沒破舊之前就被下一場革命或來的是什么。結果是，不制造過去的產品以免它們有在還沒破舊之前就被下一場革命或 時代更新被丟棄的機會。這不僅僅運用于衣服和器具，它甚至可用于我們生活中的一些時代更新被丟棄的機會。這不僅僅運用于衣服和器具，它甚至可用于我們生活中的一些 永恒持久的東西如房子。美國是世界上眾多流動易變的社會（永恒持久的東西如房子。美國是世界上眾多流動易變的社會（mobile societiesmobile societies）的國家的國家 之之一，平均美國人一生有將近一，平均美國人一生有將近 8 8 套不同的房子。相反地，在德國

52、，他們有一個說法是當套不同的房子。相反地，在德國，他們有一個說法是當 你你正在建造你的房子，你就是為你自己和你的重孫子建造房子。正在建造你的房子，你就是為你自己和你的重孫子建造房子。 LOGO17.Marketing to a global audience is simply marketing to a local 17.Marketing to a global audience is simply marketing to a local audience multiplied by the number of countries your product is audience mu

53、ltiplied by the number of countries your product is sold in. If you sold in. If you makemake the assumption that the Indian consumer the assumption that the Indian consumer will like your product for the same reasons and use it in the same will like your product for the same reasons and use it in th

54、e same way as a German or French consumer, you are likely to lose big way as a German or French consumer, you are likely to lose big time, or at least not win at the level you could have youd time, or at least not win at the level you could have youd targeted each market individually. targeted each

55、market individually. 向全球觀眾營銷可以簡單地對當?shù)赜^眾營銷以增加你產品向全球觀眾營銷可以簡單地對當?shù)赜^眾營銷以增加你產品銷售的國家數(shù)量。如果你假定銷售的國家數(shù)量。如果你假定 印度消費者會以同樣的理由印度消費者會以同樣的理由喜歡你的產品并用和一個德國或法國消費者一樣的方式使喜歡你的產品并用和一個德國或法國消費者一樣的方式使 用它，你可能會失去很多時間，或至少無法達到你單獨地用它，你可能會失去很多時間，或至少無法達到你單獨地把每個市場作為目標的銷售水把每個市場作為目標的銷售水 平。平。 LOGO除此之外除此之外，營銷人喜歡全球品牌，營銷人喜歡全球品牌(global brand

56、s)(global brands)。你可以用相同的包裝和廣告你可以用相同的包裝和廣告來銷售一來銷售一 件產品給多于件產品給多于 60 60 億的人們，這個想法讓所有的會計師都感到興奮。億的人們，這個想法讓所有的會計師都感到興奮。一些品牌取得了成一些品牌取得了成 功，如萬寶路、可樂、英特爾、微軟和諾基亞。但其他功，如萬寶路、可樂、英特爾、微軟和諾基亞。但其他的品牌要求從市場到市場作大量的品牌要求從市場到市場作大量 的（的（substantialsubstantial）調整。一種滿是漂白劑調整。一種滿是漂白劑（bleach bleach 漂白劑）的干衣房清潔劑（漂白劑）的干衣房清潔劑（deterg

57、entdetergent） 會把超會把超（ ultra- ultra-超；極）超；極）白的白的衣服交到一個一心想要（衣服交到一個一心想要（obsessed obsessed 一心想（做某事）；著迷）一心想（做某事）；著迷） 潔凈度的市場，潔凈度的市場，但對于一個重視環(huán)保的市場或一個難以得到水的市場，這可能是一個大但對于一個重視環(huán)保的市場或一個難以得到水的市場，這可能是一個大 災災難。難。 18.Despite this ,marketers like global brands. The idea that you 18.Despite this ,marketers like global brands. The idea that you can sell one product to more than six billion people with the same can sell