Consumer buying behavior
消費者購買行為
Consumers making purchase decisions follow a series of steps.
消費者做出購買決定經歷了幾個步驟。
The buying process begins when a consumer recognizes a product need or want.
購買過程是從消費者意識到他(她)需要某個產品開始的。
An advertisement, a free sample or a product display can trigger need recognition.
一個廣告、一件免費試用品或是產品展示都能觸發(fā)消費者的購買意識。
The buyer then searches for information about and compares alternative products.
接著,購買者開始了解相關產品的情況,并對幾種類似的產品進行了比較。
After evaluating the different options, the consumer decides on a product, uses it, and determines how well it performs or meets expectations.
對各種不同的選擇進行掂量之后,消費者最后選定某一種產品,經過試用,確定這一產品在多大程度上滿足他(她)的期望。
The consumer’s level of satisfaction or dissatisfaction determines future purchases.
消費者的滿意或不滿意程度往往會決定他(她)未來是否會繼續(xù)購買這一產品。
After buying a product, especially something expensive, consumers sometimes worry that they bought the wrong brand or that they should not have bought the product at all.
買下某一件產品之后,尤其是昂貴的產品,消費者有時會擔心他們買錯了品牌或是認為其根本就不需要購買該產品。
Often firms try to reduce buyers’ doubts through advertising or providing follow-up information or service.
許多公司通過廣告或提供后續(xù)信息或服務來減輕購買者的擔憂。
Several factors affect buying decisions of consumers.
影響消費者的購買決定有幾個因素,
People are influenced by social factors(e.g., family members, peers),
其中有社會因素(如家庭成員、同齡人的影響)、
psychological factors(attitudes, personality), personal characteristics ( age, education),
心理因素(如態(tài)度、個性)、個體特征(如年齡、受教育情況)
and specific conditions that exist at the time of a purchase decision.
以及在作出購買決定時所存在的具體情況。
Consumer attitudes toward a firm and its products certainly affect the success or failure of its marketing strategy.
消費者對某一公司及其產品的態(tài)度當然影響到該公司市場營銷策略的成敗。
If enough consumers have strong negative attitudes toward some part of a firm’s marketing mix, the firm may try to change consumer attitudes to make them more favorable.
如果眾多的消費者對某一公司營銷組合的某些部分持否定的態(tài)度,那么該公司也許應該努力使消費者的態(tài)度朝有利的方向轉變。
Changing negative consumer attitudes to positive ones is usally a long, difficult, expensive task.
要把消費者的否定態(tài)度轉變?yōu)榭隙ㄊ且粋漫長、堅信和代價高昂的任務。
PART ONE: INTERVIEW
(1) What can a company do to keep its customers?
公司應如何留住顧客?
First, it must understand what its customers need. Second, it must do everything it can to provide products and services to meet or exceed customers needs. Third, it must go out of its way to keep its customers so that they will come and bring others.
(2) How can a company respond to demanding customers?
公司該如何應對挑剔的顧客?
By showing sensitivity and attention to customer needs and expectations.
(3) Is it important for a company to establish rapport and long-term relationships with its customers?(Why?/Why not?)
公司與顧客建立持久的良好關系很重要嗎?(為什么?)
Yes, it’s important, because the company can establish repeat business. This makes good sense. It costs significantly less to keep a customer than to get a new one.
(4) Is providing quality products important in retaining customers? (Why?/Why not?)
提供高質量的產品對留住顧客是否重要?(為什么?)
Yes, it is important, because customers usually expect quality. If their expectations cannot be met, they may show impatience, as a result, they may switch to other suppliers.
PART TWO: MINI-PRESENTATION
What is important when…?
Maintaining customer loyalty 維持顧客的忠誠度應注意哪些要點?
l Discounts 折扣
l Quality products 高質量的產品
l
When maintaining customer loyalty, it is important to offer discounts to regular customers. By offering discounts, a company can make its existing customers happy and remain loyal to the company’s products.
The quality of products is also important, because customers expect good quality. If the product cannot meet their expectations, they may get disappointed, and as a result, they would try other brands of products.
In addition, quality service is also important. Successful businesses try to supply service and follow-up in a timely manner to retain their customers. If a business is losing customers. It will lose profits.
維持顧客忠誠度的時候,為老主顧提供打折服務是很重要的。通過提供折扣,公司可以讓現有的客戶滿意并且保留他們對產品的忠誠度。
產品的質量也很重要,因為客戶期望高質量。如果產品不能滿足他們的希望,他們會感到失望,結果是,他們會嘗試其他品牌的產品。
除此之外,高品質的服務也很重要。成功的企業(yè)試圖提供服務緊接著是及時的意義上來保留客戶。如果公司損失了客戶,那么將會損失利益。
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