高职国际进阶英语综合教程1 unit3课文原文和译文

Text A How they make you buy
Be careful when you go into a supermarket! A lot of clever people are good at making you buy more – and more.
It’s 3 o’clock on a Saturday afternoon. You go to a supermarket to buy a few things you need: just coffee, milk and eggs. You take a trolley and that’s your first mistake. Now you won’t feel the weight of the things you buy, so you might buy more. And the trolley is so big and deep!
You go into the store and first you pass beautiful flowers and plants. Then you see the fruit and vegetables. Those red, green and yellow peppers look so delicious and fresh. And they’re on special offer. Perhaps you’ll take just one packet. And then you come to the bread counter. Oh, that fresh bread smells so good! Much better than yesterday’s bread at home. Perhaps you’ll just buy ... And so it goes on.
Notes from the marketing managers
1Displays of fruit, vegetables and flowers just inside a store are common.
They give customers a feeling of healthy living before they reach the other ordinary items.
2Special offers near the entrance help shoppers start shopping. And when the first item is in the trolley, there will soon be more.
3The store is often painted green. This gives shoppers that natural feeling.
Bakery, fish and delicatessen counters also offer fresh, healthy goods.
4Many large supermarkets now sell other goods, for example clothes and electrical products.
5Milk, eggs or butter are always at the back of the shop. So shoppers must pass many things that are nice but that they don’t really need.
6Big brand names and items like precooked meals are very profitable, so they are often clearly displayed to get the customer’s attention.
7Magazines and sweets are at the checkouts where shoppers have to wait.
And that is where they see the information about the other services the supermarket offers such as cheap travels or mobile phones.
8Paying with the supermarket’s own credit card is so easy. Buy now, pay later. A lot of supermarkets give you loyalty cards. You can collect points and with the points you can get some money back or free gifts. So please come back very soon.
译文：
被动消费
步入大型超市时，千万不能大意！很多精明狡诈的人非常善于让你买买买。

周六下午3点。

你到超市买些你真正需要的物品，也就是咖啡、牛奶和鸡蛋。

你推了一辆手推车，这是你犯的第一个错误。

现在你根本感受不到所购商品的重量，自然你可能会越买越多。

别忘了，手推车可是又大又深。

进入超市，首先会经过的是美丽的鲜花和植物。

再往前走，水果与蔬菜映入眼帘。

红椒、青椒和黄椒看上去如此新鲜诱人，而且还在特价优惠！或许你也就拿一盒。

接着你走到了面包柜台。

哦，新鲜的面包香气扑鼻！比昨天家里的面包好多了。

或许你会就买一点儿……可是如此也就停不下来了。

市场销售经理们所做的手记
1 店内通常会摆放水果、蔬菜与鲜花。

这会让顾客购买其他普通商品前产生一种健康生活的感觉。

2 入口处的特价优惠商品会让顾客开始购物。

一旦第一件商品放入手推车，随之很快就会有越来越多的商品放入手推车。

3 店内的装饰通常为绿色。

这会令人感到清新自然。

面包、鱼类和熟食柜台也要提供新鲜健康食物。

4 许多大型超市现在还卖其他商品，比如衣服和电子产品。

5 牛奶、鸡蛋或奶油总是放在超市的后面。

这样顾客必须经过一大堆好看但并非真正需要的商品。

6 大品牌商品以及那些诸如熟菜之类的东西利润很高，所以通常会摆放得十分巧妙，以吸引顾客的注意。

7 杂志和糖果摆放在购物者需要排队等待的结账柜台旁。

这里他们可以看到超市提供的其他服务信息，比如像廉价旅游、手机等。

8 用超市的信用卡支付会十分便利。

可以先购物，后付款。

许多超市会为你办积分卡。

你可以通过积分换回部分款项或者获得免费礼品。

所以请你一定要尽早再次光顾哦。

Text B Shopping mall or cyber-mall?
With a partner, talk about the following questions:
1.Have you ever compared products and prices on the Internet before
buying something in the shops?
2.Have you ever bought — or sold — anything online? If not, might you in
the future?
The Internet is part of everyday life for most young people: about three-quarters of 18-to 24-year-olds regularly go online. Since the mid-1990s, online sales have been increasing by over 25% per year. Last year goods and services worth $93 billion were bought online.
In the beginning, many people thought that this would be the end of traditional shopping. Are ordinary shops and even shopping malls going to close? Will millions of shop assistants lose their jobs?
Well, Internet shopping certainly has big advantages. Travel websites can quickly find the cheapest flights, for example, and fares cost less than they do from a travel agent. Most Internet prices are lower than shop prices. It can also be very convenient to do your shopping from home, day or night.
However, orders can take two weeks or more to arrive, and you have to return the article if something is wrong. Many people worry about the security of their credit
card details. Some also miss the fun of shopping with friends.
For some retailers, online shopping has been successful. Perhaps surprisingly, some traditional retailers have also done well. The Internet can offer a bigger market to small, specialist shops, for example. Bill Ross, owner of a farm shop, says, “Using the Net is like opening shops all over Britain.”
Big traditional retailers have introduced their customers to “multichannel shopping” even more successfully. Multichannel shopping means shopping through multiple channels. Customers can go into a store or order online. With “Click and Collect,” the customer can order online and his order is delivered to a store in his neighbourhood. He can then collect it when he has time. This means he does not have to pay the cost of delivery. With “Buy Online and Return In-Store,” the customer does not have to go to the post office but again just to his local store. So multichannel shopping’s biggest winner is often the customer. Look at American car buyers: 75% now research everything from cost to colour on the Internet before they go to the car dealer with the best offer.
It now seems clear that Internet shopping is not going to replace traditional retailing. Rather, it is making traditional retailing more flexible, efficient and competitive. This is great news for the consumer.
译文：
购物中心还是网上商城？
因特网与大多数年轻人的日常生活息息相关：大约四分之三的18—24岁的年青人会经常上网。

自20世纪90年代中期开始，网上销售额每年以25%以上的比例大幅增长，去年网上所售商品和服务价值达930亿美元。

起初，很多人以为这将终结传统购物。

普通商店，乃至购物中心也会关门大吉吗？大量的商店服务员会因此失业吗？
的确，网上购物有其巨大优势。

比如说，旅游网站上可以迅速找到最便宜的航班，机票价格低于旅游社的报价。

网上价格大多都低于实体店的价格。

在家中即可购物，十分便利，不分白天和夜晚。

然而，订购的物品可能要花两周或者更长时间才能送到，如果东西有问题还要退货。

不少人担心信用卡信息安全问题，还有人怀念和朋友一起购物时的乐趣。

对于有些零售商而言，网上销售十分成功。

或许有些传统零售商生意也惊人地好。

例如，因特网可以为小型的特种商品商店提供更大的市场。

一家农产品商店的店主比尔·罗斯说，“利用网络，就如同在整个英国到处开设分店一样。

”
大型传统零销商在把顾客引入“多渠道购物”方面甚至更为成功。

所谓多渠道购物就是通过多种渠道购物。

顾客可以走进实体店，也可以在网上订购。

通过“点击提货”，顾客可以网上下单，所订商品就会送到顾客附近的商店。

然后顾客就可以在自己有时间的时候去取货。

这就意味着顾客无需支付送货费用。

通过“在线购买实体店退货”，顾客无需前往邮局，同样只需前往当地的实体店。

所以说，多渠道购物的最大赢家常常是顾客。

就拿美国购车者为例：75%的购车人现在都是先上网查阅，对汽车从价格到颜色一一做足功课，然后才到性价比最高的汽车经销商买车。

现在看来，很明显网上购物不会取代传统零售。

相反，它只会让传统零售更加灵活高效，更具竞争性。

这对消费者而言绝对是个好消息。