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[originaltext] [16] Well, my current research is really about consumer behav
[originaltext] [16] Well, my current research is really about consumer behav
游客
2023-08-15
25
管理
问题
[16] Well, my current research is really about consumer behaviour. So recently I’ve looked at young people’s drinking and it’s obviously a major concern to Government at the moment.
I’ve also looked at how older people are represented in the media; again, it’s of major current interest with older people becoming a much larger proportion of UK and indeed world society.
I’m also interested in how consumers operate online, and how that online behaviour might be different from how they operate offline when they go to the shops.
Well, I think that the important thing here is to actually understand what’s happening from the consumers’ perspective. One of the things that businesses and indeed Government organizations often fail to do is to really see what is happening from the consumers’ perspective.
[17] For example, in the case of young people’s drinking, one of the things that I’ve identified is that drinking for people, say between the ages of 18 and 24, is all about the social activity.
A lot of the Government advertising has been about individual responsibility, but actually understanding that drinking is very much about the social activity and finding ways to help young people get home safely and not end up in hospital is one of the things that we’ve tried to present there.
The key thing about consumer behaviour is that it’s very much about how consumers change. Markets always change faster than marketing, so we have to look at what consumers are doing.
Currently I teach consumer behaviour to undergraduates in their second year and we look at all kinds of things in consumer behaviour and particularly how consumers are presented in advertising.
So they get involved by looking at advertising, and really critically assessing the consumer behaviour aspects of it and getting involved sometimes doing primary research.
[18] For example, last year my students spent a week looking at their own purchasing and analyzed it in detail from shopping to the relationship that they have with their retail banks and their mobile phone providers. I think they found it very useful and it also helped them identify just what kind of budgets they had too.
The fact of the matter is that there’s a whole range of interesting research out there and I think as the years go on, there’s going to be much more for us to consider and certainly much more for students to become involved in.
Questions 16 to 18 are based on the recording you have just heard.
16. What is the speaker currently doing?
17. What has the speaker found about young people’s drinking?
18. What does the speaker say that his students did last year?
选项
A、They spent a week studying their own purchasing behaviour.
B、They researched the impact of mobile phones on young people.
C、They analysed their family budgets over the years.
D、They conducted a thorough research on advertising.
答案
A
解析
浏览四个选项,根据选项中出现的they以及spent,researched,analysed,conducted等表示过去时的词可推测,此题与they过去的行为有关。题干问的是关于他的学生去年所做的事,演讲者说了什么。讲座中演讲者说为了研究消费行为,去年他的学生花了一周的时间观察自己的购买行为,并且详细分析了从购物到他们与零售银行以及手机供应商之间的关系,故答案为A。B项(他们研究了手机对年轻人的影响),讲座中是指消费者与手机供应商之间的关系,而非手机对年轻人的影响,故排除;C项(他们分析了多年来自己的家庭预算),讲座中指的是个人预算而非家庭预算,故排除;D项(他们针对广告进行了一个全面的研究),从讲座中无法得出此结论,故排除。
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