Unit 5 Consumer Behavior公開課一等獎(jiǎng)省優(yōu)質(zhì)課大賽獲獎(jiǎng)?wù)n件

商務(wù)英語(yǔ)閱讀高等學(xué)校英語(yǔ)拓展系列教程BusinessEnglishReadingUnit5ConsumerBehaviorContents2341Warmup1.TermStudy2.OutlineandQuestions3.MoreInformation4.Discussion5.Thenewmillenniumisnotjustanewbeginning;itisacontinuationoftrendsinhumanbehaviorthathavebeenfollowingcyclicalpatternsthroughoutourcountry’shistory.Justbecausewehaveenteredaneweradoesnotmeanwehavetostartfromscratchwhenitcomestointerpretingwhycertainconsumersareloyaltocertainbrands,andwhattypeoffactorsinfluencetheseallegiances.Back1.WarmupTextAText

BBack1.Warmup(TextA)Warm-upactivities:Nearlyeveryonebuysproductstheyneveractuallyuse.Whydoesithappen?Isadvertisingandmarketingtheculprit?Nowinterviewyourclassmatesandgettheiranswerstothefollowingquestions:

Haveyoueverboughtanyproductthatyouneveractuallyuse?Whendidyoubuyit?Whydidyoubuyit?Whydidn’tyouuseit?Howdidyoueventuallydowithit?Selectapurchasethatwassignificanttoyouanddescribebothyourthoughtsandactionsasyouproceedthrougheachofthedecision-makingsteps.Forexample,youmightexplainwhatyoudidtogatherinformationaboutaproduct,howyouevaluateditsalternativesandwhatemotionsyoumayhaveaftermakingyourdecision(confidence,uncertainty,anxietyaboutmakingtherightdecision,etc.).Back1.Warmup(TextA)TextA(terms)Isthereanygenderdifferenceintheshoppingbehaviorsofmenandwomen?Doyouunderstandtheeffectsofmusicinretailsetting?Howmuchdoyouknowabouthedonicproductsandutilitarianproducts?Back1.Warmup(TextB)TextB(terms)2.TermStudyBackTextAConsumingPassion:HumanPsychologyShapestheShoppingACNielsenSurveyUnveils“TheFiveFacesofChineseConsumers”TextBBackMarketSegmentation

Amarketsegmentisagroupofpeopleororganizationssharingoneormorecharacteristicsthatcausethemtohavesimilarproductand/orserviceneeds.Atruemarketsegmentmeetsallofthefollowingcriteria:itisdistinctfromothersegments(differentsegmentshavedifferentneeds);itishomogeneouswithinthesegment(exhibitscommonneeds);itrespondssimilarlytoamarketstimulus,anditcanbereachedbyamarketintervention.2.TermStudy2.TermStudyBackMarketSegmentationmarketsegmentsThepurposeforsegmentingamarketistoallowyourmarketing/salesprogramtofocusonthesubsetofprospectsthatare“mostlikely"topurchaseyouroffering.Ifdoneproperlythiswillhelptoinsurethehighestreturnforyourmarketing/salesexpenditures.BackFMCG(FastMovingConsumerGoods)

theproductsthataresoldquicklyatrelativelylowcost.Thoughtheabsoluteprofitisrelativelysmall,theygenerallysellinlargequantities,sothecumulativeprofitonsuchproductscanbelarge;ExamplesofFMCGgenerallyincludeawiderangeoffrequentlypurchasedconsumerproductssuchastoiletries,soap,cosmetics,teethcleaningproducts,glassware,lightbulbs,batteries,paperproductsandplasticgoods;

FMCGmayalsoincludepharmaceuticals,consumerelectronics,packagedfoodproductsanddrinks,etc.2.TermStudyTextA(outline)Back2.TermStudyConsumerBehaviorThestudyofwhen,why,how,whereandwhatpeopledoordonotbuyproducts.Itblendselementsfrompsychology,sociology,social,anthropologyandeconomics.itattemptstounderstandthebuyerdecisionmakingprocess,bothindividuallyandingroups;itstudiescharacteristicsofindividualconsumerssuchasdemographicsandbehavioralvariables;italsotriestoassessinfluencesontheconsumerfromgroupssuchasfamily,friends,referencegroups,andsocietyingeneral;itisbasedonconsumerbuyingbehavior,withthecustomerplayingthethreedistinctrolesofuser,payerandbuyer.Back2.TermStudySoftEconomy(軟經(jīng)濟(jì))所謂軟經(jīng)濟(jì)是指主要消耗人力資源和信息資源第三產(chǎn)業(yè)和第四產(chǎn)業(yè)；所謂硬經(jīng)濟(jì)(HardEconomy)是指大量消耗自然資源第一產(chǎn)業(yè)和第二產(chǎn)業(yè)。教授認(rèn)為，在一個(gè)當(dāng)代化城市，其經(jīng)濟(jì)騰飛發(fā)展需要兩翼，一翼是硬經(jīng)濟(jì)，如家電、紡織、汽車制造、化工產(chǎn)業(yè)等；另一翼是軟經(jīng)濟(jì)，如旅游節(jié)會(huì)、品牌打造、精神文明建設(shè)等。TextB(outline)Back3.OutlineandQuestionsACNielsenSurveyUnveils“TheFiveFacesofChineseConsumers”ConsumingPassion:HumanPsychologyShapestheShoppingTextATextB3.OutlineandQuestionsTextAOutlineI.TheFiveFacesofChineseConsumersAdventurersWorker

BeesValue-hunters

Herds

LaggardsBackMore3.OutlineandQuestionsTextAOutlineII.MostWantedBrandsinChinaandWhyWereTheyPreferredIII.OtherBrandsAreUndercuttingandIgnoringtheNeedsofConsumersConclusion:Marketersshouldtargetdifferentsegmentsindifferentstagesoftheproductlifecycle.IV.TheMythofAdvertisementsConclusion:Spendthemoneyeffectivelyandtargettherightsegments.BackMore3.OutlineandQuestionsTextAOutlineV.ALessonLearnedAboutBuildingaPowerfulBrandConclusions:Caterforwhatyourcustomerwants,targettherightsegmentandensureawell-balancedsegmentmixtosuitdifferentsegments;Seethattherearedifferentsegments,understandthecitydifferences,findthesegments’differences,andtargetthemwithanall-roundeffortyetspendyouradvertisingandpromotionsbudgetwisely.BackMoreinformation3.OutlineandQuestionsTextBOutlineI.(paras.1-3)Overallstatement:Therearecertaingeneralbehaviorpatternswhenpeoplesetouttoshop.II.(paras.4-26)Findingsofthestudyofhumanbehavior:Menspendlesstimeinastore,whilewomentendtobelessgoal-oriented;Productplacementinthestoremustappealtodifferentagegroupsaswellasdifferentgenders;etc.III.(para.27)Conclusion:Certainhumanimpulses—suchastheneedtoexpressregardforothers—remainsconstant.BackMoreinformation4.MoreInformationBlackboxmodelTheBuyer’sBlackboxBackBack4.MoreInformationBlackboxmodelEnvironmentalFactorsBuyers'BlackBoxBuyers’ResponseMarketingStimuliEnvironmentalStimuliBuyerCharacteristicsDecisionProcessProductPricePlacePromotionEconomicTechnologicalPoliticalCulturalDemographicNaturalAttitudesMotivationPerceptionsPersonalityLifestyleKnowledgeProblemrecognitionInformationsearchAlternativeevaluationPurchasedecisionPost-purchasebehaviorProductchoice

Brandchoice

Dealerchoice

Purchasetiming

Purchaseamount4.MoreInformationBackBlackboxmodelTheblackboxmodelshowstheinteractionofstimuli,consumercharacteristics,decisionprocessandconsumerresponses.Itisrelatedtotheblackboxtheoryofbehaviorism,wherethefocusisnotsetontheprocessesinsideaconsumer,buttherelationbetweenthestimuliandtheresponseoftheconsumer.BackThemarketingstimuliareplannedandprocessedbythecompanies,whereastheenvironmentalstimulusaregivenbysocialfactors,basedontheeconomical,politicalandculturalcircumstancesofasociety.Thebuyersblackboxcontainsthebuyercharacteristicsandthedecisionprocess,whichdeterminesthebuyersrespo