FastFood (口语课堂用)PPT课件
快餐文化
Diego英语小讲堂(2)
In the mid 1930s，there was nothing new about fried chicken ，Colonel Harland D Sanders found a way to combine 11 herbs and spices with flour to create a finger licking’ good coating，he called “ Coloneling ”。but he was forced to sell his burgeoning restaurant when a new Interstate Highway was built through his property. So, at the age of 66, Colonel Sanders found himself travelling the country with his special seasonings, his pressure-cooker and a new plan: franchises.
Diego英语小讲堂(2)
Diego英语小讲堂(2)
Fast food is the term given to food that can be prepared and served very quickly .As we all known , American has so many fast food chain stores, such as McDonald's, Pizza Hut, and KFC. Many people, particularly youngsters take American fast food at least twice a week. Fast-food culture is the product of the accelerated day life of people ,as well the product of people's pursuing fame and benefits and it shows the fact that man concentrate much more on "how it looks "than “ how it works". Fast food can serve your mouth well , but fails to serve your body well for it's poor supply of nutrients . so does the fastfood culture.
美国fastfood(课堂PPT)
the picture
12
like dicos
in 1994 C De Keshi fried chicken originated in the United States southern state of Texas, hina chengdu.
13
In 1996, new group will buy it, and investment of $50000000, a sound management system, improve the management system, and to set up CIS system, make it become the new group after the "Chef Kang" brand after the brothers.
8
9
The business began in 1940, with a restaurant opened by siblings Dick and Mac McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant.
American food
------fast food
1
ห้องสมุดไป่ตู้
Fast food is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with low quality preparation and served to the customer in a packaged form for take out/take away.
Unit 3 Fast food说课稿
Unit 3 Fast food一、说教材Part1 Analysis of teaching material.二、说教法Part2 Analysis of teaching methods.三、说教学流程Part3 Analysis of teaching procedures.1.1．教学内容本单元所有内容都是围绕快餐展开的，本课为第一课时，这样的一个话题是与我们的日常生活相关,所以它有助于提高学生学习兴趣,提高他们的英语口语。
功能是描述快餐和来描述人们正在做什么。
如果学生学好这一课,这将对于他们谈论麦当劳工作经历是一个极大的帮助。
This lecture is about Text A in Unit 3. <fast food> The topic is fast food. Such a topic is related to our daily life, so it is helpful to raise students’ learning interest and to improve their spoken English. The function is to describe the fast food and to describe the working experience working in a fast food restaurant. If the students can have a good command of the lecture, it will be a great help and easy for them to understand the job in McDonald's.1.2. 教学目标：【知识目标】1.掌握有关中西方饮食的词汇。
Pizza，Beijing roast duck2.学会如何表达对快餐文化的看法。
FastFood ppt课件
ppt课件
1
Big Mac
ppt课件
2
spicy McWings
fruit pie
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3
shake
hot chocolate
ppt课件
4
sundae
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5
chicken classic sandwich
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6
chicken McNuggets
so that: introducing an adverbial clause of purpose
e.g. She raised her voice so that everyone could hear it. 为了让大家都能听见，她提高了嗓门。
ppt课件
19
目的状语从句（The adverbial clause of purpose in English） 目的状语从句一般由so that或in order that 等引导，表示特定的 目的或意图。
ppt课件
12
I enjoy eating at McDonald’s or KFC because
ppt课件
13
I don’t enjoy eating at McDonald’s or KFC mainly because
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14
Tasks
Lead-in Spot Dictation Skimming and Scanning
hand sth. to sb： pass sth. to sb. e.g. She handed her ticket to the ticket collector. 她把票递it was very important to place the carton of fries with the McDonald’s name facing the customer so that they could receive the advertising message loud and clear.(Para.4)
Fast_food_culture_中西方快餐文化PPT课件
4.Travellers, as well, such as pilgrims on route to a holy site, were among the customers.
The background United Kingdom
1. The development of trawler fishing in the mid-nineteenth century led to the development of a British favourite, fish and chips, and the first shop in 1860.
Fast Food Culture
• Fast food is the term given to food that can be
prepared and served very quickly,while any meals with low preparation time can be considered to be fast food.Typically,the term refers to food sold in a restaurant or store with preheated or precooked imfredients and served to the costomer in a packaged form for take-out.
实用综合教程2Unit3FastFood
Unit 3 Fast FoodSection I Listening and SpeakingI Teaching Objectives1. To grasp the main teaching objectives of Unit 3.2. To be able to talk about food.3. To study the new words and expressions of Text A.II Teaching ProceduresStep 1 Introduce the main teaching objectives of this unit briefly. And lead Ss to get to know the theme of this Unit.Step 2 Listening Practice1. Play the recording of Practice A---Short Dialogues, Ss try to choose the best answer to the questions they hear.Questions：1) How many people come to eat?2) What does the man buy?3) What can we know from the man’s response?4) What does the man mean?5) Does the man like chocolate?Key: B A C D B2.Play the recording of Practice B---Short conversation, Ss try to choosethe best answer according to what they have heard.Questions：1)How many people are coming to the Blue Frog?2) Who is the man coming together with?3) What drink does the man order for himself?4) What side does the man order?5) What does the man order for his friend?Key: A C A B D3.Play the recording of Practice C---Dictation, Ss try to fill in the blanksin the passage according to what they have heard.Before listening, give students 2 minutes to read through the passage and try to get familiar with the following words and phrases (Bothpronunciation and Chinese meaning) to get better performance.typical, clothing, customer, affordKey: 11. way of life 12. service 13. preparing14. orders 15. traditional and expensiveStep 3 Speaking Practice --- DiscussionDiscussion1. Divide the Ss into groups. Each group should have no more than six students.2. Appoint a leader for each group.3. Encourage the Ss to take turns speaking in the discussion.4. Encourage the Ss to have their own ideas.Presentation1. Invite one student from each group to present the ideas of the group to the whole class.2. Encourage the Ss to speak rather than read their notes.3. After the presentations, the teacher may sum up and give some comments.Step 4 New Words and Expressions of Text A1.uniform n. 制服uniformity n.相同(性)；统一(性)，一致(性)e.g. The pressure towards uniformity constantly threatens to erode local traditions.2.operation n. 运作，运转；手术e.g. Protective clothes must be worn when the machine is in operation.Phrase:come/go into operation 开始生效3. register n.收银机；登记，注册；挂号e.g. Figure 2 presents a conceptual view of the “register patient” services function.v. 登记，注册；挂号邮寄e.g. We are registering the baby’s birth this morning.registration n.登记，注册；挂号e.g. The registration of students for the course will begin on Thursday morning.4.control n. the power to command, direct or influence 控制，支配e.g.I prefer living alone because I feel I have more control over my life.vt. command, direct or influence 控制Phrase:(1) have/take control of/over 对……有所控制(2) lose control of 失去对……的控制(3) under control/ out of/beyond control 处于掌控之中/失控controllable/uncontrollable adj.可以控制的/无法控制的5. type n.类型e.g. There have been several incidents of this type in recent weeks. typical adj.典型的e.g. Below is an example of a typical business letter.6. press vt. 压，挤，按e.g. (1) The little boys pressed their noses against the glass.（2）What happens if I press the button?（3）The crowd pressed around her, hoping for her autograph.7. combination n 组合，结合，合并，联合e.g. A combination of factors may be responsible for the increase in cancer. 多种因素可能导致了癌症发病率的上升。
六年级下英语公开课课件-unit2 Food and health join in 剑桥英语
六年级下英语公开课课件-unit2 Food and health join in 剑桥英语
糙米
六年级下英语公开课课件-unit2 Food and health join in 剑桥英语
六年级下英语公开课课件-unit2 Food and health join in 剑桥英语 六年级下英语公开课课件-unit2 Food and health join in 剑桥英语
健康的蛋白质
六年级下英语公开课课件-unit2 Food and health join in 剑桥英语
六年级下英语公开课课件-unit2 Food and health join in 剑桥英语
Healthy
Eating
Plate
六年级下英语公开课课件-unit2 Food and health join in 剑桥英语
六年级下英语公开课课件-unit2 Food and health join in 剑桥英语
六年级下英语公开课课件-unit2 Food and health join in 剑桥英语
Question
What can you do for your health?
六年级下英语公开课课件-unit2 Food and health join in 剑桥英语
六年级下英语公开课课件-unit2 Food and health join in 剑桥英语
Summary 小结
Do more exercise. 多做运动 Eat different kinds of food. 吃 多种种类的食物 Don’t eat fast food. 不要吃快餐 Sleep well. 好的睡眠
Unit 3 Fast Food
Unit 3 Fast FoodTeaching time:Teaching class:Teaching Aims：1.Enlarge students’ vocabulary relating to Western and Chinese foods and drinks;2.Get to know the differences between Chinese and Western table manners;3.Be able to order foods in English4.Get some tips about the adverbial clauses of purpose and result in English;5.Learn how to read and write a note of congratulations.Teaching Important and Difficult Points1. The usage of words and expressions2. Grammar: The adverbial clause of purpose3. Writing: write a note of congratulations4. Listening: pay attention to the listening skills and contents.5. Speaking: words and sentence patterns relating to orderingTeaching Methods:1. Task-based teaching method2. Situation teaching methodTeaching periods: 7Teaching Procedures:Period 1-2 Listening and SpeakingPeriod 1: ListeningTask 11 Ask the students to read the choices of Task 1, and let them predict what the questions would be;2 Play the recording three times, and let the students write down their answers.3 Ask the students repeat the questions they hear;4 Check the answers with students.Keys: Can we have a table for three?What does the man buy?Would you like fries with your burger?What would you like for dessert?Task 21 Ask the students to read the passage first.2 Play the recording three times, and let the students write down their answers.3 Check the answers with students.4 Ask the students to summarize the main idea of the passage.Fast food restaurants are popular in the United States because they are typical of the American(1)__way of life___ . First of all, a customer may wear any kind of clothing there. Second, the(2)_service_ there is fast. People who are busy do not want to spend time (3) preparing their own food or waiting for a long time while someone else is making it. In fast food restaurants the food is usually ready before a customer (4)___orders__it. Finally, the food in a fast food restaurant is not expensive. Many customers may not be able to afford to eat at a more (5) __traditional and expensive_restaurant very often.Period 2 SpeakingStep 1 Lead-inAmerican Table MannersDuring a meal, Americans show their hospitality differently from Chinese. An American host or hostess will usually offer food or drink only once. If you want something to eat or drink, accept it the first time it is offered. Do not refuse it, expecting that the host or hostess will make a second offer or insist on serving the food or drink. If the food served is something you are unfamiliar with, ask for just a little. If you do not like it, you should be honest and polite. Frequently guests are expected to help themselves to food and it is polite to finish all the food on your plate. In a restaurant, you must tip the waitress or waiter. It is customary to tip 15% of the bill, and to tip more if the service is good. It is not necessary to tip people in cafeterias or fast food restaurants. In European and some Asian restaurants, service is often included in the bill. In such situations, it is not necessary to leave a tip.Step 2 Encourage the students to talk about the differences between Western table manners and Chinese table manners.Step 3 Ask the students to make dialogues with the following words and sentence patterns.Words relating to Western foods:Ice cream 冰淇淋cheese cake 芝士蛋糕Potato chips 薯条French fries炸薯条Sandwich 三明治hamburger 汉堡包Pizza 比萨macaroni 通心粉Hotdog 热狗muffin 松饼Cheese 奶酪potage 浓汤Steak 牛排fried chicken 炸鸡Bacon 熏肉cupcake 纸杯蛋糕Pasta 意大利面Pancake 煎饼Sushi寿司Apple pie 苹果派Salad 沙拉green salad 蔬菜沙拉fruit salad 水果沙拉Dessert 甜品kebab 烤肉串Words relating to Chinese foods：麻婆豆腐Mapo tofu 鱼香茄子eggplant sautéed with spicy garlic sauce 火锅hotpot 蛋炒饭fried rice with eggs宫保鸡丁Kungpao chicken 西红柿炒鸡蛋scrambled eggs with tomatoes香酥鸡crispy chicken 水饺boiled dumpling清蒸桂鱼steamed Mandarin fish 紫菜汤seaweed soup糖醋排骨sweet and sour pork steak 酸甜咕噜肉sweet and sour porkOrdering 点餐：May I have a menu, please? 请给我菜单。
fast food 课件
1.Would you like to
Yes,I'd like to. Certainly,I'd love to. No,I'd like to have Chinese food. 2.I'd like to order/have
eat fast food? eat dumplings? drink Qingdao Beer? have a hamburger?
1.At a fast food restaurant,I often order…
2.She takes …out of… 3.Are there many kinds of…in the…,such as…? 4.Why did you call me?Because… 5.The dumplings with vegetables and meat are…, aren't they?
Many Chinese people don't like western food because they think it is tasteless.The Chinese ______ fast food is delicious,especialy the dumplings _____vegetables and meat. with
含义 ( 比萨 ) ( 三明治 ) ( 汉堡包 ) ( 水饺 ) ( 饭店 ) ( 可口的 ) (定菜、点菜)
p_zz_ i a a i s_ndw_ch h_mb__g__ a ur er u i d_mpl_ng r_st__r_nt e au a e iou d_lic___s or __der
单词pizzasandwichhamburgerhamburgerdumplingrestaurantdeliciousorder含义比三明治汉堡包汉堡包水饭可口的定菜点菜萨饺店单词比萨三明治汉堡包hamburger汉堡包水饺饭店可口的定菜点菜order含义pizzasandwichhamburgerdumplingrestaurantdeliciouspzzsndwchhmbgaurerdmplngrstrntdlicsderoriaaiguieauaeioua
fast food
The Effect of Customer Trust on Customer Loyalty and Repurchase Intention:The Moderating Influence of Perceived CSRBYKwok Tak Yuen04006429Marketing OptionAn Honours Degree Project Submitted to theSchool of Business in Partial FulfillmentOf the Graduation Requirement for the Degree ofBachelor of Business Administration (Honours)Hong Kong Baptist UniversityHong KongApril 2007ACKNOWLEDGEMENTCompleting this honours project involved efforts from many people, and I wish to express my gratitude and appreciation to all of them.First and foremost, I would like to express my heartfelt thanks, admiration and respect to my supervisor, Ms Amy Mak, for her valuable advices and guidance given. She has been giving me support during the whole process.I would also take this opportunity to express my special thanks to my friends, especially for Ivan and Claudia. Without their help, this paper cannot be finished on time.Last but not the least, let me express my deepest gratitude to my parents and sister, Kannie. Their love enabled me to concentrate on my study. The motivation and enduring support of my beloved family members can never be over-stated.ABSTRACTCorporate Social Responsibility (CSR) has been becoming more and more important in business environment. This study discusses the impact of the rising interest in CSR issues on customer responses. Although some prior researches had commented CSR’s effect on customer responses, however, it is far from enough. The study develops and tests a conceptual framework, which predicts that Perceived CSR towards the company from customers moderates the positive relationship between Customer Trust and Customer Loyalty in the context of pharmaceutical chain stores in Hong Kong. At the same time, the study will re-examine the relationship between Customer Trust and Customer Loyalty; and re-examine the relationship between Customer Loyalty and Repurchase Intent of customers.The results generally support for this framework, except for the moderating direction of the Perceived CSR. Notably, it was found that with Low Perceived CSR towards the company, customers Trust- Loyalty relationship is stronger than the customers with High Perceived CSR. And some implications were therefore drawn from the result.Table of ContentAcknowledgement I Abstract II1. Introduction 12. Statement of the Problems 23. Literature Review 43.1 The Evolution of Marketing Concept 43.2 Breakthrough of Relationship Marketing 73.3 Customer Trust 83.4 Customer Loyalty 93.5 The Development of the Link between Customer Trust and10Loyalty3.5.1 Trust in the Industrial market 103.5.2 Trust in the Consumer Market 113.5.3 The consequence of loyalty: Intention to Repurchase 123.6 Corporate Social Responsibility (CSR) 133.7 CSR’s relationship with customers’ trust-loyalty link 154.Objectives of the Study 175Statement of Hypotheses 186 Methodology 196.1 Research Design 196.2 Questionnaire Design 207 Findings and Analysis 227.1 Demographic and other Related Characteristics 227.2 Analysis 227.2.1 Factor Analysis and Reliability Test 227.2.2 Hierarchical Multiple Regressions 237.2.2.1 Relationship between Customer Trust and23Customer Loyalty7.2.2.2 Moderating effect on Perceived CSR on Customer23Trust- Loyalty Link7.2.2.3 Relationship between Customer Loyalty and25Repurchase Intention8 Discussions and Implications 259 Recommendation 2710 Limitations 2811 Conclusions 29Reference 30Appendix 37Figures 38Tables 40Questionnaires 43 SPSS Output 591 INTRODUCTIONIn today’s competitive business environment, marketing managers are trying their best to allocate as many resources as possible into programs that have been designed to satisfy existing customers and build up a long term stable relationship. It is because, on average, existing customers account for about two-thirds of a typical firm’s total revenues (V avra, 1994). Further, it is more expensive for most firms to attract a new customer than it is to service or retain existing ones (Kotler, 1994). Therefore, it is not surprising that both academicians and practitioners are trying to understand the determinants of customer satisfaction, trust and loyalty. At the same time, marketing managers are also interested in knowing what level of trust or loyalty will translate into increased customer retention (repurchase intent), and thus sustainable development and long term profitability.Traditionally, marketing literature has viewed customer satisfaction as the most important factor leading to repurchase intent (Oliver, 1980; Bearden and Teel, 1983). However, recent studies show that trust will be more suitable for measuring the customer loyalty and thus the repurchase decision (Woodruff, 1997).In this research, three main issues in the area of customer trust and long term relationship will be investigated. Firstly, the relationship between the customer trust and customer loyalty will be reexamined. Then the second focus will be the moderating effect of Perceived CSR towards a company on the customer trust-loyalty link. It is because of the increasing importance of CSR in our daily life, especially in the eyes of the consumers. It is believed that with the perceived importance of CSR in the consumers’ eyes, CSR will exert a foreseeable moderating impact in the link of customer trust-loyalty. And lastly, the paper will also try to reexamine the link between the customer loyalty and repurchase intention. Hopefully, after the research,more contribution will be developed for the sustainable development in marketing.2STATEMENT OF THE PROBLEMSAfter getting through the ages of production orientation, product orientation, selling orientation, marketing orientation and societal marketing orientation, we are now in the years of relationship marketing (Kotler, 1994). From the changes of the business forms, it is not difficult to discover that running a business is no longer just to consider how to make profit, but also to bear certain responsibilities in society. And such kind of issue further extends the companies’ view from a business level to a community or society level. This also reflects a fact that consumers’ value are changing in society, companies have to adapt to the changing value of consumers and seek for long term relationship with consumers so as to survive and grow.Marketers have long been interested in the concept of brand loyalty because brand loyalty is a measure of the relationship that a customer has to a brand (Aaker, 1991). Brand loyalty brings the firm many benefits, including repeat purchases, positive word of mouth, long term relationship and sustainable development. Despite the understanding of the customer loyalty, many of the conducted researches only focus on the link between the customers’ satisfaction and customers’ loyalty. And some scholars started to question the relevance between satisfaction and loyalty. In1992, O’ Shaughnessy suggested that underlying loyalty is always trust, a willingness to act without calculating immediate costs and benefits. Therefore, loyalty to a brand can’t be isolated from trust to the brand. Later, some scholars tried to further complete the say of trust-loyalty link (e.g. Jonathan, Janghyuk & Lawrence, 2001; Serkan Aydin & Gokhan Ozer, 2005).In recent years, Corporate Social Responsibility (CSR) has become a focus inacademicians, consultants and practitioners. It is because CSR is closely linked to the sustainable development in business. It is not difficult to see that those good companies in Fortune 500 have been honored as good corporate citizenship with increasing contribution and giving to society. It is partly because of the rising emphasis on the ethical standard of companies and the concern of our living environment (greenhouse effect, pollution, etc). Several researchers found that CSR may affect, either directly or indirectly, consumer product responses (Brown, 1998; Brwon and Dacin, 1997), customer- company identification (Sen and Bhattacharya, 2001), and more recently, customers’ product attitude (Berens, V an Riel, and V an Bruggen, 2005)Despite its importance, many previous researchers only focused on its link to the financial performance (e.g. Pava, Moses L. and Joshua Krausz (1996); Xueming L. and Bhattacharya, 2006). However, there is relative less detail discussion or strong evidence in proving its vitals in the customer relationship aspect. Corporate Social Responsibility (CSR) is a concept derived from the Societal Marketing concept and closely linked to the Relationship Marketing. It is believed that being socially responsible; companies will gain more reputation and better image in the market which helps to develop a better relationship with consumers. And it is believed that relationship will dominate the business world in the coming future (Ahmad and Buttle 2001).Therefore, the research will try to serve as an attempt to prove and support the relationship between Perceived Corporate Social Responsibility (CSR) towards a company and the real business world by examining its moderating effect in the trust-loyalty link. And thus generate some implications for management.3LITERATURE REVIEW3.1 The Evolution of Marketing ConceptBefore the 1960, there was any collective marketing concept. However, in January of 1960, the article entitled “The Marketing Revolution” by Robert Keith that published in the Journal of Marketing started the new era of marketing. Although his article leads the marketing research into a new generation, he still faced many questions by his colleagues (e.g. Fullerton, 1988). But no one can deny the fact that his article served as a source of explanation and justification for the coming academicians.In the article, Robert described four “eras” that the organization progressed. These were the contemporary general phenomenon in the business field. After the publication, many scholars started to modify and further explain its marketing concepts. One of most famous is Philip Kotler.Kotler extended Robert’s four eras into five eras in considering the business progress stages. Both of them believe the concept of eras is in a form of hierarchy, with the later era is better and more sophisticated than the previous one (Keith, 1960; Kotler, 1994).The first era is termed the “Production” concept. It is roughly begun from just before 1900. The production concept emphasized that if company can build products at affordable prices, they will eventually sell themselves. As a result, the major objective of firms adhering to the production concept is to minimize costs, yet still maintain product quality. If costs can be reduced, prices can then be lowered. Costs are reduced by attempting to increase production volume and distribution efficiencies as much as possible. One of the best examples of the production concept is Henry Ford’s Model T.Later on, the second era--- the “Product” concept holds that consumers will favor those products that offer the most quality, performance, or innovative features. Companies focusing on this concept concentrate on making superior products and improving them over time. They assume that buyers admire well-made products and can appraise quality and performance. However, they sometimes do not realize what the market needs.The production and product concepts predominated business thinking until the early 1930’s. At about that time, dramatic changes in supply and demand relationships came about as a result of the Great Depression. The supply of goods now far outstripped the demand for these goods. People just quit buying. The economy was at rock bottom as unemployment reached nearly 30% of the population. As a result, many firms turned to a different philosophy of conducting business: Products, even good ones, don't necessarily sell themselves. Customers must be convinced to buy products.This is the third era ---“Selling” concept. At this period, practitioners of this philosophy pursued the objective of maximizing sales revenue via very aggressive promotion in order to stimulate demand. In other words, the 'hard sell' became the basic philosophy of doing business. The assumption was that people were not going to buy the product unless they were forced to buy in some way. Believers in this philosophy began to really beef up their promotion programs. Firms pumped large sums of money and other resources into advertising, geared up larger sales forces, and retrained sales people to emphasize more aggressive selling techniques.Until 1950s, at that point in time, consumers started to rebel. They were fed up with businesses trying to push products on them that they did not necessarily want or need. In other words, they wanted businesses to be more responsive to their wants andneeds. The marketing concept as we know began to emerge. It is so called the fourth era of marketing evolution. The best example of this concept is probably the General Electric as its philosophy of conducting business would be one of filling the identified needs of its customers, rather than bending the will of the customer to fit the needs of the company. The most central premise of the marketing concept states that company should first find out what the customer wants and needs by research. It then strives to develop marketing program aimed at fulfilling those wants and needs with satisfaction better than the competitors (Kotler, 1994). This starts to focus on the customers as the pivotal point for business activity. (Barksdale and Darden, 1971).The fifth, and supposedly highest stage of evolution in marketing philosophies is what Kotler terms the “Societal marketing” concept. In the writings of 1972, 1977 and 1994, Kotler clearly states his belief that the societal marketing concept is a higher and more enlightened plane of marketing thought and practice, and suggests that this new concept represents an attempt to harmonize the goals of business to the occasionally conflicting goals of society. Also, it postulates that the "the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and society's well-being (Kotler, 1994, p. 29). It should be noted that the societal marketing concept is founded upon one dominant and critical proposition. This is the assumption that "consumers' wants do not always coincide with their long-run interests or society's long-run interests," and that, given this, marketers should place the "emphasis on 'long-run consumer and societal well beings" (Kotler, 1977b). As a result, the societal marketing concept represents an endorsement and justification for the social responsibility of business in contemporary society.3.2 Breakthrough of Relationship MarketingThe term relationship marketing appeared in the marketing literature for the first time in a paper by Berry (1983). In the paper, Berry defined relationship marketing as “attracting, maintaining and - in multi-service organization - enhancing customer relationship” (p.25). He even stated that developing close relationships with customers and turning them into loyal ones are important aspects of marketing (Berry, 1983). However, the concept of relationship marketing has long been discussed by mainly contemporary research into industrial and services marketing. They suggested that a relational approach to marketing is required.In the late 1970s, Industrial Marketing and Purchasing (IMP) Group proposed the "interaction/network approach". According to the interaction approach, both buyer and seller are active participants in the market, and the inter-organizational links become institutionalized into a set of roles that each company expects the other to perform. According to the network approach, when there is a business relationship between two companies, they will also be affected by other companies that they work with and these will have an indirect effect on the relationship.Another major breakthrough came with the concept of marketing of services. In the early 1970s, marketing of services started to emerge as a separate area of marketing, with concepts and models of its own, geared to typical characteristics of services (Grönroos, 1997). Delivering quality service is now considered an essential strategy for success and survival in today's competitive environment (Gummesson 1998; Peck 1995, p.104; Grönroos 1996; and Caruana and Pitt 1997). Meanwhile, the move towards competition through superior service in the manufacturing sector is now clearly visible across a wide range of industries and it is becoming harder and harder to compete on manufacturing excellence alone.From both the marketing of services and the interaction/network approach to industrial marketing resulted new research in recognition of relational approaches as key competitive advantages. Thus, issues of customer retention, customers' lifetime value, and the importance of long lasting relationships between company and its customers, have gained increasing attention in marketing theory and practice. Customer retention management and long lasting customer relationships has the potential for delivering substantial benefits to firms in terms of long term profitability (Ahmad and Buttle 2001, p.41).The new concept of relationship marketing suggests that instead of the narrow, transactional, one-sale-at-a time view of marketing, marketing should more strongly emphasize relationships. Franklin (2001, p. 354) suggests there has been a noticeable shift away from traditional notions of marketing, such as economic exchange, transactions marketing and the marketing mix, towards a concern for the development of meaningful (human), long term relationships and a shift in emphasis from economics to psychology and sociology, namely the behavioral sciences.3.3 Customer TrustTrust is defined as the expectation of the parties in a transaction and the risks associated with assuming and acting on such expectations (Deutsch 1958). An individual has trust in the occurrence of an event if he or she expects its occurrence. Trust is the willingness to rely on another party in the face of risk. This willingness stems from an understanding of the other part based on past experience. It also involves an expectation that the other party will cause a positive outcome, despite the possibility that the action may cause a negative outcome (Worchel, 1979)Trust is an expectation set within particular contextual parameters and constraints. Lewis and Weigert (1985) argue that trust is not only having the predictability but alsothe confidence in the face of risk. The line of argument is followed by Boon and Holmes. Boon and Holmes (1991) defined trust as a state involving confident positive expectation about another’s motives with respect to oneself in risky situations. The relationship is further consolidated by Lau and Lee (1999). They suggested that there is a direct and positive relationship between trust and loyalty in consumer markets.Although there is some debate in the literature regarding satisfaction's affect on loyalty and repurchase intentions. Many have found a direct link (e.g. Bearden and Teel, 1983; Cronin and Taylor, 1992; Oliver et al., 1997; Selnes, 1998), while others suggest that trust is the dominant antecedent of repurchase intentions (e.g. Doney and Cannon, 1997). The debate has clearly not yet been settled as Ranaweera and Prabhu (2003) found both trust and satisfaction to have strong positive effects on customer retention. In addition, Garbarino and Johnson (1999) found satisfaction to be a key for occasional customers, while trust was more important for consistent customers. In this paper, trust will be adopted as the antecedence of repurchase intent because trust has the concept of intention to continue the relationship while satisfaction does not have. 3.4 Customer LoyaltyCustomer loyalty expresses an intended behavior related to the service or the company. This includes the likelihood of future renewal of service contracts, how likely it is that the customer changes patronage, how likely the customer is to provide positive word-of-mouth, or the likelihood of customers providing voice. If alternatives exist or switching barriers are low, management discovers the organization's inability to satisfy its customers, customers will choose either exit or voice (Hirschman, 1970). Exit implies that the customers stop buying the company's services while voice is customer complaints expressing the consumers' dissatisfaction directly to the company. Customers' exit or change of patronage will have an impact on thelong-term revenue of the company. Effects caused from changes in the retention rate are exponential (not linear) with regard to effects on the long-term revenue (Andreassen, 1995; Reichel and Sasser, 1990).Customers may be loyal due to high switching barriers or lack of real alternatives. Customers may also be loyal because they are satisfied and thus want to continue the relationship. History has proven that most barriers to exit are limited with regard to durability; companies tend to consider customer satisfaction the only viable strategy in order to keep existing customers. Several authors have found a positive correlation between customer satisfaction and loyalty (Anderson and Sullivan, 1993; Bolton and Drew, 1991; Fornell, 1992).Notwithstanding the recognized importance of the customer satisfaction in predicting the customers’ loyalty, trust is recently advocated to be a more accurate indicator in projecting the customers’ loyalty. It is because trust embraces the belief in the corporation or firms which provides outcomes not only present but also in the future while customer satisfaction concept does not include this extent. Therefore, the effect of trust on loyalty is believed to be larger than the effect of customer satisfaction (Jonathan, et al., 2001) and thus, repurchase intent. And it is also conceived that more researches should be spent in this area to generate a more fulfilled concept about customer loyalty.3.5 The Development of the Link between Customer Trust and Loyalty3.5.1 Trust in the Industrial marketAs the competitive environment changes, trust is becoming more and more important in industrial marketing. Nowadays, business firms seek to build a collaborative relationship, which is trust, with their customers so as to maximize their profit-making opportunities or potentials. It is achievable and relatively cost effectivein the industrial market because the number of customers is smaller and each customer purchases a larger amount of goods from the supplier. This also explains why most transactions are based on the high level of trust (Dwyer, Schurr and Oh, 1987; Morgan and Hunt, 1994). With such relational forms of exchange, parties involved are focusing on the long-term benefits by enhancing competitiveness and reducing transaction cost (Noordeweier et al., 1990)In Industrial marketing literatures, there are two main ways in elaborating the trust concept. They are either a feature of relationship quality (Dwyer and Oh, 1987; Crosby et al., 1990) or a component or relationship quality (Anderson and Narus, 1984, 1990; Anderson and Weitz, 1990). The followed researches further develop trust into perceived credibility and benevolence of the target (Doney and Cannon, 1997). Perceived credibility focuses on the objective credibility of the exchange partner, the expectancy that the partner’s word or written statement can be relied on. Benevolence is the extent to which one partner is genuinely interested in the other’s welfare and motivated to seek joint gain. According to them, trust is developed through a process of calculating the costs and rewards of the party cheating or staying in the relationship. Trust exists when the costs of being caught cheating exceed its benefits.3.5.2 Trust in the Consumer MarketIn recent years, businesses in consumer-goods markets face greater pressures as more consumers become deal-loyal (Donath, 1994). To win back loyalty and to emulate the success of industrial marketers, consumer marketers began to embrace the idea of building relationships with customers and winning their trust (Bennet, 1996). Conceptualizations of trust in the consumer marketing literatures, however, have generally been lacking. In the consumer market, there are too many anonymous consumers, making it unlikely that the selling organization could develop personalrelationships with each customer. Thus, consumer marketers may have to rely on a symbol- the brand-to build the relationship. The brand becomes a substitute for human contact between the organization and its consumers, trust may be developed with it.Nowadays, seeking for relationship with parties no longer only exists in Industrial markets. With the breakthrough of the technology, seeking and maintaining the relationship with customers can be easily applied in the consumer market.3.5.3 The consequence of loyalty: Intention to RepurchaseThe concept of repurchase intention is adopted and modified from both the social psychology and marketing literature. In social psychology, the intention to continue in a relationship is referred to as relationship maintenance by social exchange theory (Thibaut and Kelley, 1959) and interdependence theory (Kelley and Thibaut, 1978). Prior researches in marketing has deemed behavioral tendency and emotional attachment in the concept (Morgan and Hunt, 1994; Kumar. Scheer and Steenkamp, 1995). In marketing, repurchase intent has been studied in the areas of customer satisfaction, loyalty and retention. And it has been used as an indicator for actual repurchase behavior or customer retention (Patterson et al. 1997). The measures of repurchase intent are usually obtained from surveys of current customers assessing their tendency to purchase the same brand, same product or same service, from the same company, or from the same salesperson.Customer repurchase intentions are frequently determined by perceived value (Dodds, 1991; Cronin et al, 2000). Perceived value is based on customers’ careful evaluation of a product, service or company (Zeithaml, 1998), and can be summarized as a trade-off between perceived benefits and perceived costs (Lovelock, 2000). Therefore, when perceived benefits enjoyed by consumers outweigh the perceived costs, their repurchase intentions tend to be high (Dickson & Sawyer, 1990; Lee &Cunningham, 1996; Cronin et al, 2000; Brady et al, 2001). It is believed that there is a cause and effect relationship between customer loyalty and repurchase intention. As mentioned early in this paper, trust and loyalty can also be seen as trade-off between benefits and costs. It is then believed that customer loyalty contains a certain amount of perceived value, if not all.In today’s competitive business environment, companies are striking to retain their existing customers through many loyalty programs. Their ultimate goals are the success of retention and the gain of repurchase intention of customers. In this paper, the relationship between the loyalty and repurchase intention will be reexamined.3.6 Corporate Social Responsibility (CSR)CSR may not new to the world as similar concept has appeared since the Industrial Revolution. At that time, people started to recognize that the power of the machines was over the man’s. And this leads to a gap between wealthy people and workers. This then raised major issues of responsibility and morality in society. As the living standard of people became to improve over the ages, the issue is left behind gradually.Although it has been appeared for a long history, it also generates debates among different scholars. Therefore, there are quite a lot of different meanings in the different fields of studies. Let’s have a review of some scholars’ definition about CSR.Concerning the CSR, Joseph Mcguire (1963) suggested that the corporation has not only economic and legal obligations, but also certain responsibilities to society which extend beyond those obligations.In 1989, Carroll developed the CSR concept into a four-part model. It includes discretionary responsibilities (voluntary community involvement), ethical responsibilities (no questionable practices), legal responsibilities (fulfill all laws) and。
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写在最后
成功的基础在于好的学习习惯
The foundation of success lies in good habits
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谢谢大家
荣幸这一路，与你同行
It'S An Honor To Walk With You All The Way
讲师：XXXXXX XX年XX月XX日
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I don’t enjoy eating at McDonald’s or KFC mainly because
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Tasks
Lead-in Spot Dictation Skimming and Scanning
Part Division of Text A Language Focus Assignment
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_S_p__o_t _D_ic__ta_t_io_n_
Before I worked in a McDonald’s as a ____te_m__p_o_ra_ry __e_m__p_lo_y_e_e_, I knew nothing about the ________o_p_eration of a fast food restaurant. All the ______s_t_a_ff_ members wore their _u_n_if_o_r_m_s_ there and had to keep them clean all day. As for me, all I needed to do was to _____p_r_e_s_s the ___b_u_t_to_n_s__ and call for supplies after taking the customers’ orders. There were buttons for ___c_o_m_b_i_n_a_tion meals and other ____s_p_e_c_ia. lAs manager was always sticking around so that everything went well and was under good ___c_o_n_t_ro_l__. I don’t like fast food so much. All I wanted from the job was some working experience. 16
Part 2 (Paragraphs 5-6):
My experience with the first customer.
Part 3 (Paragraphs 7-9):
Other tasks I have to handle and the help I had.
Part 4 (Paragraph 10):
Unit 3 Fast Food
1
Big Mac
2
spicy McWings
fruit pie
3
shake
hot chocolate
n classic sandwich
6
chicken McNuggets
7
salad and French fries
snacks and sides
8
McMuffin
9
beverages
10
McCafe
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Do you like fast food? Do you like eating at McDonald’s or KFC? Why or why not?
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I enjoy eating at McDonald’s or KFC because
Conclusion: it was the most
unforgettable day in my working
experience.
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My First Day at McDonald’s Language Focus
1. My uniform hat and apron were handed to me and a helpful McDonald’s assistant explained the operation of the cash register.(Para.1) hand sth. to sb： pass sth. to sb. e.g. She handed her ticket to the ticket collector. 她把票递给检票员。
Part Division of Text A
My First Day at McDonald’s
The text can be divided into 4 parts:
Part 1 (Paragraphs 1-4): Things I was told to do as a cash register in a McDonald’s.