(完整word版)Chapter7Consumerbuyerdecisionprocess第7章消费者购买决策过程.pdf

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1、Chapter 7 Consumer buyer decision process 第 7 章消费者购买决策过程Consumer behavior refers to the buying behavior of final customers.消费行为是指最终用户的购买行为。True 正确的False 假According to the textbook,consumer purchases are strongly influenced by cultural,social,personal and _ characteristics.根据教科书，消费者购买有很大影响，文化，社会，个人和_

2、的特点。psychological 心理emotional 情绪physical 物理economic 经济_ is the most basic cause of a persons wants and behavior._是一个人的欲望和行为的最根本原因。Greed 贪婪Fear 恐怖Culture 文化Materialism 唯物主义Social class is determined only by an individuals income.社会阶层才能确定是由个人的收入。True 正确的False(Income is only one of several factors used

3、 to determine a persons social class.Other factors include ones occupation,education,wealth and type of residence.)假（收入只是用来确定一个人的社会阶层的若干因素之一。其他因素包括：一个人的职业，教育，财富和居住类型。）The _ is the most important consumer buying organization in society.在_是最重要的消费者购买社会组织。school 学校family 家庭government 政府business 商业Which

4、of the following is not a personal factor that influences a buyers decision?以下哪一项不是个人的因素，影响到买家的决定？beliefs 信念age 年龄lifestyle 生活方式personality 个性A persons _ is his/her unique set of psychological characteristics that are relatively consistent and lasting.一个人的_是他/她的是相对稳定和持久的心理特点，独特。self esteem 自尊self co

5、ncept 自我概念lifestyle 生活方式personality 个性The process of selecting,organizing and interpreting information to form a meaningful picture of the world is referred to as _.选拔过程中，组织和解释信息，形成了世界上有意义的图片被称为_。perception 知觉sensation 感觉subliminal imprinting 潜意识印记rationalization 合理化When a person changes his/her beh

6、avior as a result of an experience,we say that _ has occurred.当一个人改变他/她作精品资料-欢迎下载-欢迎下载 名师归纳-第 1 页，共 4 页 -为一个经验的结果的行为，我们说_发生。motivation 动机sensation 感觉learning 教学perception 知觉If a persons attitude reflects one of his/her core values,then the attitude is easy to change.如果一个人的态度反映了他/她的核心价值观，态度是那么容易改变的。T

7、rue 正确的False(Attitudes are difficult to change because they fit into a pattern,and changing one attitude may require difficult adjustments in many others.)假（态度是很难改变的，因为他们进入一种模式适应，而且不断改变态度，可能需要在其他许多困难的调整。）The final step in the buying decision process is _.在购买决策过程的最后一步是_。the purchase itself 购买本身postpu

8、rchase behavior 购后行为choosing the product 选择产品getting the rebate 得到的回扣The _ is the most important consumer buying organization in society.在_是最重要的消费者购买社会组织。Marketers are interested in the roles and influence of the husband,wife,and children on the purchase of different products and services.营销有兴趣的作用和丈

9、夫，妻子的影响，对不同产品和服务购买儿童。a.family 答：家人b.social class 湾社会阶级c.opinion leader 角意见领袖d.information search D.信息搜索e.reference group 参照群体People often buy the kind of clothing that shows their _ in society.人们经常购买的服装类型，显示其在社会中_。a.attitude 答：态度b.status 湾状态c.learning 角学习d.motive d.动力e.lifestyle 的生活方式A buyers decisi

10、ons also are influenced by _ such as the buyers age and life-cycle stage,occupation,economic situation,lifestyle,and personality and self-concept.买家的决定也是影响_如买方的年龄和生命周期阶段，职业，经济状况，生活方式，个性和自我概念。a.personal characteristics 答：个人特征b.learning 湾学习c.habitual buying behavior 角习惯性购买行为d.variety-seeking buying be

11、havior d.各种寻求购买行为e.psychographics 消费心理学People change the goods and services they buy over time because of two important factors.改变人们的商品和服务的多，因为两个重要的因素时购买。They are _.他们是 _。a.belief and attitude 答：信念和态度b.perception and personality 湾知觉和个性c.age and life-cycle stage 角年龄和生命周期阶段d.groups and learning d.团体和学

12、习e.family and tradition 家庭和传统精品资料-欢迎下载-欢迎下载 名师归纳-第 2 页，共 4 页 -文档编码:CM9Y6B7P10Z5 HQ9G5X10B5P5 ZT4Q8A4H5H8文档编码:CM9Y6B7P10Z5 HQ9G5X10B5P5 ZT4Q8A4H5H8文档编码:CM9Y6B7P10Z5 HQ9G5X10B5P5 ZT4Q8A4H5H8文档编码:CM9Y6B7P10Z5 HQ9G5X10B5P5 ZT4Q8A4H5H8文档编码:CM9Y6B7P10Z5 HQ9G5X10B5P5 ZT4Q8A4H5H8文档编码:CM9Y6B7P10Z5 HQ9G5X10B5

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19、rts with _ the buy recognizes a problem or need.购买过程始于_，在购买确认有问题或需要。a.need recognition 答：需要识别b.information search B.信息搜索c.evaluation of alternatives C.评价的替代品d.purchase decision d 的购买决策e.separation of needs and wants 分离的需要和欲望_ is a persons pattern of living as expressed in his or her psychographics._

20、 一个人的生活模式在他或她的消费心理学表示。a.Personality 答：人格b.Culture B.文化c.Lifestyle 角生活方式d.Motive d.动机e.Social class e.社会阶层Maslow has a list of human needs from the most pressing to the least pressing.马斯洛有一个从最迫切的人类需求的名单至少迫切。They include all of the following except _.它们包括以下除外_。a.physiological needs 答：生理需要b.safety need

21、s B.安全需要c.need recognition 认识到有必要角d.self-actualization D.自我实现的e.social needs E.社会需要A _ is a descriptive thought that a person has about something.阿_是描述一个人认为某事有。a.lifestyle 答：生活方式b.motive 湾动机c.belief 角信念d.habitual behavior d.习性e.stereotype 刻板印象The buyer decision process consists of five stages.买方决定过程

22、分为五个阶段。Which of the following is NOT one of these stages?以下哪一项不是其中的一个阶段？a.need recognition 答：需要识别b.information search B.信息搜索c.variety-seeking buying behavior 角品种寻求购买行为d.evaluation of alternatives D.评价的替代品e.purchase decision 购买决策f.post-purchase evaluation 楼购买后的评价Which is not one of the stages that cu

23、stomers go through in the process of adopting a new product?这是不是阶段，客户通过一个通过一项新产品的过程？a.awareness/attention 答：认识/注意b.interest B.利息c.action C.行动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_影响消费者的行为。精品资料-欢迎下载-欢迎下载 名师归纳-第 3 页，共 4 页 -文档编码:CM9Y6B7P10Z

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31、d through our _.可以衡量的生活方式通过我们_。a.patterns of living 答：生活模式b.activities,interests,and opinions 湾活动，兴趣和意见c.AIOs 角入息令d.attitudes(activities),interests,and opinions d.态度（活动），兴趣和意见e.A,B,and C 的 A，B 和 C Cultural factors exert a broad and deep influence on consumer behavior.文化因素必将对消费者行为的广泛而深入的影响。The market

32、er needs to understand the role played by the buyers culture,subculture,and social class.营销人员需要了解买方的文化，亚文化所起的作用，和社会阶层。Describe the differences among culture,subculture,and social class.描述之间的文化，亚文化的差异，社会阶层。Culture is the most basic cause of a persons wants and behavior.文化是一个人的欲望和行为的最根本原因。Each culture

33、 contains smaller subcultures,or groups of people with shared value systems based on common life experiences and situations.每一种文化中包含小亚文化，或有共同价值和共同的生活经验为基础的系统情况的人群。Subcultures include nationalities,religions,racial groups,and geographic regions.亚文化，包括民族，宗教，种族和地理区域。Social classes are societys relative

34、ly permanent and ordered divisions who members share similar values,interests,and behaviors.社会阶层是社会的相对永久性的，并下令部门谁成员有着相同的价值观，利益和行为。A consumers behavior also is influenced by social factors,such as the consumers small groups,family,and social roles and status.一个消费者的行为也受到社会的影响因素，如消费者的小团体，家庭，社会作用和地位。Exp

35、lain the differences among these social factors.在解释这些社会因素的差异。Small groups to which a person belongs have a direct influence on what a person buys.哪些人属于有什么一个人买小团体的直接影响。Reference groups serve as direct or indirect points of comparison or reference in forming a persons attitudes or behaviors.An aspirat

36、ional 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.参照群体为形成一个人的态度或行为的比较或参考直接或间接点。一个期望是一组的个人希望被

37、列入。参考群体暴露一个人新的行为方式和生活方式，影响一个人的态度和自我概念，并建立符合压力可能影响人的产品和品牌的选择。Opinion leaders are also included in reference groups.The family,furthermore,is the most important consumer buying organization in society.舆论领袖也包括在参照群体。家庭，此外，最重要的是消费者购买的社会组织。Marketers are interested in the roles and influence of each member

38、.营销有兴趣的角色和每个成员的影响力。Social roles and status:Anna Flores plays the role of a daughter and a wife,and in her company she plays the role of a brand manager.A role consists of the activities people are expected to perform according to the persons around them.社会作用和地位：安娜扮演一个女儿和妻子的角色，在她的公司，她扮演一个品牌经理的角色。甲角色由

39、人的活动预计将履行根据周围的人。Anna will buy the kind of clothes that reflect her role and status.安娜将买衣服的那种反映她的作用和地位。Explain Maslows needs hierarchy(等次，层级说明马斯洛的需要层次（等次，层级）.）。Maslow suggested that our unfulfilled needs are enough to motivate us and that our needs are arranged in a hierarchy.马斯洛认为，我们的未获满足的需求，足以激励我们，

40、我们需要在一个层次安排。The hierarchy of needs includes:physiological,safety,social,self-esteem,and self-actualization.层次的需要包括：生理，安全，社会，自尊和自我实现。Maslow suggested that we fill the bottom-level,basic needs first before moving up the hierarchy.马斯洛认为，我们填补底水平，基本需求，然后提出了第一个层次。精品资料-欢迎下载-欢迎下载 名师归纳-第 4 页，共 4 页 -文档编码:CM9Y

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