Chapter 7 Consumer buyer decision process 第7章消費者購買決策過程.doc

Chapter 7 Consumer buyer decision process 第7章消費者購買決策過程 Consumer behavior refers to the buying behavior of final customers. 消費行為是指最終用戶的購買行為。 True 正確的 False 假 According to the textbook, consumer purchases are strongly influenced by cultural, social, personal and _ characteristics. 根據(jù)教科書，消費者購買有很大影響 ， 文化，社會，個人和_的特點。 psychological 心理 emotional 情緒 physical 物理 economic 經(jīng)濟 _ is the most basic cause of a persons wants and behavior. _是一個人的欲望和行為的最根本原因。 Greed 貪婪 Fear 恐怖 Culture 文化 Materialism 唯物主義 Social class is determined only by an individuals income. 社會階層才能確定是由個人的收入。 True 正確的 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 （收入只是用來確定一個人的社會階層的若干因素之一。其他因素包括 ： 一個人的職業(yè)，教育，財富和居住類型。） The _ is the most important consumer buying organization in society. 在_是最重要的消費者購買社會組織。 school 學校 family 家庭 government 政府 business 商業(yè) Which of the following is not a personal factor that influences a buyers decision? 以下哪一項不是個人的因素 ， 影響到買家的決定？ beliefs 信念 age 年齡 lifestyle 生活方式 personality 個性 A persons _ is his/her unique set of psychological characteristics that are relatively consistent and lasting. 一個人的_是他/她的是相對穩(wěn)定和持久的心理特點 ， 獨特。 self esteem 自尊 self concept 自我概念 lifestyle 生活方式 personality 個性 The process of selecting, organizing and interpreting information to form a meaningful picture of the world is referred to as _. 選拔過程中，組織和解釋信息 ， 形成了世界上有意義的圖片被稱為_。 perception 知覺 sensation 感覺 subliminal imprinting 潛意識印記 rationalization 合理化 When a person changes his/her behavior as a result of an experience, we say that _ has occurred. 當一個人改變他/她作為一個經(jīng)驗的結果的行為，我們說_發(fā)生。 motivation 動機 sensation 感覺 learning 教學 perception 知覺 If a persons attitude reflects one of his/her core values, then the attitude is easy to change. 如果一個人的態(tài)度反映了他/她的核心價值觀，態(tài)度是那么容易改變的。 True 正確的 False (Attitudes are difficult to change because they fit into a pattern, and changing one attitude may require difficult adjustments in many others.) 假 （態(tài)度是很難改變的 ， 因為他們進入一種模式適應，而且不斷改變態(tài)度 ， 可能需要在其他許多困難的調(diào)整。） The final step in the buying decision process is _. 在購買決策過程的最后一步是_。 the purchase itself 購買本身 postpurchase behavior 購后行為 choosing the product 選擇產(chǎn)品 getting the rebate 得到的回扣 The _ is the most important consumer buying organization in society. 在_是最重要的消費者購買社會組織。 Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services. 營銷有興趣的作用和丈夫，妻子的影響，對不同產(chǎn)品和服務購買兒童。 a. family 答 ： 家人 b. social class 灣社會階級 c. opinion leader 角意見領袖 d. information search D.信息搜索 e. reference group 參照群體 People often buy the kind of clothing that shows their _ in society. 人們經(jīng)常購買的服裝類型 ， 顯示其在社會中_。 a. attitude 答 ： 態(tài)度 b. status 灣狀態(tài) c. learning 角學習 d. motive d.動力 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. 買家的決定也是影響_如買方的年齡和生命周期階段，職業(yè)，經(jīng)濟狀況，生活方式，個性和自我概念。 a. personal characteristics 答 ： 個人特征 b. learning 灣學習 c. habitual buying behavior 角習慣性購買行為 d. variety-seeking buying behavior d.各種尋求購買行為 e. psychographics 消費心理學 People change the goods and services they buy over time because of two important factors. 改變?nèi)藗兊纳唐泛头盏亩?， 因為兩個重要的因素時購買。 They are _. 他們是_。 a. belief and attitude 答 ： 信念和態(tài)度 b. perception and personality 灣知覺和個性 c. age and life-cycle stage 角年齡和生命周期階段 d. groups and learning d.團體和學習 e. family and tradition 家庭和傳統(tǒng) The buying process starts with _the buy recognizes a problem or need. 購買過程始于_，在購買確認有問題或需要。 a. need recognition 答 ： 需要識別 b. information search B.信息搜索 c. evaluation of alternatives C.評價的替代品 d. purchase decision d的購買決策 e. separation of needs and wants 分離的需要和欲望 _ is a persons pattern of living as expressed in his or her psychographics. _一個人的生活模式在他或她的消費心理學表示。 a. Personality 答 ： 人格 b. Culture B.文化 c. Lifestyle 角生活方式 d. Motive d.動機 e. Social class e.社會階層 Maslow has a list of human needs from the most pressing to the least pressing. 馬斯洛有一個從最迫切的人類需求的名單至少迫切。 They include all of the following except _. 它們包括以下除外_。 a. physiological needs 答 ： 生理需要 b. safety needs B.安全需要 c. need recognition 認識到有必要角 d. self-actualization D.自我實現(xiàn)的 e. social needs E.社會需要 A _ is a descriptive thought that a person has about something. 阿_是描述一個人認為某事有。 a. lifestyle 答 ： 生活方式 b. motive 灣動機 c. belief 角信念 d. habitual behavior d.習性 e. stereotype 刻板印象 The buyer decision process consists of five stages. 買方?jīng)Q定過程分為五個階段。 Which of the following is NOT one of these stages? 以下哪一項不是其中的一個階段？ a. need recognition 答 ： 需要識別 b. information search B.信息搜索 c. variety-seeking buying behavior 角品種尋求購買行為 d. evaluation of alternatives D.評價的替代品 e. purchase decision 購買決策 f. post-purchase evaluation 樓購買后的評價 Which is not one of the stages that customers go through in the process of adopting a new product? 這是不是階段 ， 客戶通過一個通過一項新產(chǎn)品的過程？ a. awareness/attention 答 ： 認識/注意 b. interest B.利息 c. action C.行動 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_影響消費者的行為。 a. cultural A.文化 b. social B.社會 c. personal 角個人 d. psychological d.心理 e. business 業(yè)務 Lifestyles can be measured through our _. 可以衡量的生活方式通過我們_。 a. patterns of living 答 ： 生活模式 b. activities, interests, and opinions 灣活動，興趣和意見 c. AIOs 角入息令 d. attitudes(activities), interests, and opinions d.態(tài)度（活動），興趣和意見 e. A, B, and C 的A，B和C Cultural factors exert a broad and deep influence on consumer behavior. 文化因素必將對消費者行為的廣泛而深入的影響。 The marketer needs to understand the role played by the buyers culture, subculture, and social class. 營銷人員需要了解買方的文化，亞文化所起的作用，和社會階層。 Describe the differences among culture, subculture, and social class. 描述之間的文化，亞文化的差異，社會階層。 Culture is the most basic cause of a persons wants and behavior. 文化是一個人的欲望和行為的最根本原因。 Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations. 每一種文化中包含小亞文化，或有共同價值和共同的生活經(jīng)驗為基礎的系統(tǒng)情況的人群。 Subcultures include nationalities, religions, racial groups, and geographic regions. 亞文化 ， 包括民族，宗教，種族和地理區(qū)域。 Social classes are societys relatively permanent and ordered divisions who members share similar values, interests, and behaviors. 社會階層是社會的相對永久性的 ， 并下令部門誰成員有著相同的價值觀，利益和行為。 A consumers behavior also is influenced by social factors, such as the consumers small groups, family, and social roles and status. 一個消費者的行為也受到社會的影響因素 ， 如消費者的小團體，家庭，社會作用和地位。 Explain the differences among these social factors. 在解釋這些社會因素的差異。 Small groups to which a person belongs have a direct influence on what a person buys. 哪些人屬于有什么一個人買小團體的直接影響。 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. 參照群體為形成一個人的態(tài)度或行為的比較或參考直接或間接點。一個期望是一組的個人希望被列入。參考群體暴露一個人新的行為方式和生活方式，影響一個人的態(tài)度和自我概念，并建立符合壓力可能影響人的產(chǎn)品和品牌的選擇。 Opinion leaders are also included in reference groups. The family, furthermore, is the most important consumer buying organization in society. 輿論領袖也包括在參照群體。家庭，此外，最重要的是消費者購買的社會組織。 Marketers are interested in the roles and influence of each member. 營銷有興趣的角色和每個成員的影響力。 Social roles and status: Anna Flores plays the role of a