首页
登录
职称英语
You will hear a conversation between a sociologist and a retailer. They talk abo
You will hear a conversation between a sociologist and a retailer. They talk abo
游客
2025-05-24
21
管理
问题
You will hear a conversation between a sociologist and a retailer. They talk about what is going to influence the life style and how the life style will affect the purchasing process.
For each question(23-30), mark one letter(A, B or C)for the correct answer.
After you have listened once, replay the recording. [br] Sometimes, the reference groups have the most impact on the purchasing process, so a retailer must pay much attention to the reference groups composed by
Retailer: A person’s life style has a significant effect on the purchasing process. So how do I determine and understand the life style of my target market?
Sociologist: The consumer’s activities, interests, and opinions or AIO can be used to analyze life styles and their impact on purchase behavior. Activities, interests , and opinions are especially useful when they can be related to demographic data. Grouping people according to these three criteria will reveal substantial differences in product usage, time spent shopping, enjoyment of shopping experience, location and hours of the store, and so on. A typical consumer AIO survey would include questions on membership, hobbies , travel, shopping, work, and entertainment activities, involvement in the home, the family, and community interests and feelings about economics, politics, and advertising. The use of the AIO measurement has also been called psychographics; it is in the early stages of development.
Retailer: So the AIO survey of consumers is not enough. What else should I pay attention to?
Sociologist: Culture, social class, reference groups and class consciousness are social dimensions of life style that have an impact on purchasing behavior. A person’s culture affects the importance of family, religion, education and other concerts. North Americans act differently than South Americans or Europeans because of their cultural heritage. For example, in the United States, purchasing decisions are more decentralized; religion has a declining impact on behavior. From a retailing perspective, the norms or standards of behavior that are influenced by culture are most important. Culture has an impact on all aspects of the purchasing process.
Retailer: How do social classes influence a person’s purchasing behavior?
Sociologist: Lower-class consumers have limited information sources and seek local, friendly retailers. Middle class consumers utilize media information and extensive search. They are willing to shop out of their neighborhoods. Upper- class consumers use media information and shop at prestige stores. For products or services that are conspicuous, reference groups have an important role in the purchasing process. Those reference groups that are face-to- face have the most impact on the purchasing process. The different types and uses of reference groups need to be understood, As an example, one’s neighbours are a membership reference group. However, a retailer must distinguish between the use of neighbours as a reference group by suburbanites and the use by city dwellers. The suburbanite will follow his or her neighbours and know them much better. City dwellers are more independent and know little about their neighbours.
Retailer: Don’t you think motives are very important in purchasing behavior?
Sociologist: Yes. Personality, motives, and performance are individual dimensions of life style that have an impact on purchasing behavior. A consumer’s personality traits affect the purchase process. For an impatient person, the process is short. For someone with little selfconfidence, the process is long. Post purchase satisfaction is very important to a status seeker. Consumers have different motives(reasons)when they buy products. Motives are critical when the consumer ranks alternatives and makes a final decision. Motives do change in different situations. A person’s performance in various roles determines his or her social acceptance and influences the purchasing process.
Retailer: Thank you very much. I think I’ve learned about the importance of life style
选项
A、family members.
B、suburbanites.
C、city dwellers.
答案
A
解析
通过Those reference groups that are face—to—face have the most impact on the purchasingprocess可知,那些容易面对面交流的顾客群体容易影响购买行为,因此只有A项中的家庭成员是最符合这个群体的。
转载请注明原文地址:http://tihaiku.com/zcyy/4088297.html
相关试题推荐
Lookatthenotesbelow.Youwillhearaphoneconversationbetweenamanageran
Lookatthenotesbelow.Youwillhearaphoneconversationbetweenamanageran
Lookatthenotesbelow.Youwillhearaphoneconversationbetweenamanageran
Lookatthenotebelow.Youwillhearaconversationaboutaletter.TheBradfor
Youwillhearaconversationbetweenainterviewerandamanwhoishuntingajo
Youwillhearaconversationbetweenainterviewerandamanwhoishuntingajo
Youwillhearaconversationbetweenainterviewerandamanwhoishuntingajo
Youwillhearadialoguebetweenamanandawoman,talkingaboutprocedureoff
Youwillhearadialoguebetweenamanandawoman,talkingaboutprocedureoff
Youwillhearadialoguebetweenamanandawoman,talkingaboutprocedureoff
随机试题
Completethenotesbelow.WriteNOMORETHANTWOWORDSAND/ORANUMBERforeach
ExpositionExpositioniswritingthatexplains.Mostoft
Thecomingoftherailwaysinthe1830stransformedsocietyandeconomiclif
消防电梯是火灾情况下运送消防器材和消防人员的专用消防设施。消防电梯井、机房与相邻
信用卡个人贷款业务与一般贷款业务的不同的是( )。A.信用卡个人贷款业务仅需支
患者男性,28岁。施工时不慎从4米高处跌下,半小时后被送入急诊室。体检:左侧
高温作业所致中暑,症见烦热口渴,头晕乏力。中成药宜选用A.脑乐静 B.清暑解毒
下述哪项不是糖皮质激素使用的绝对禁忌证A.消化道溃疡 B.重度高血压 C.活
采用概算定额法编制设计概算的主要工作步骤有:①套用各子目的综合单价;②搜集基础资
调节正常人体氧化磷酸化速率的主要因素是A.甲状腺素 B.氧的浓度 C.被氧化
最新回复
(
0
)