Enhancing the Consumer-Product Relationship Lessons from the QVC Home Shopping Channel

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满足顾客需求英语作文

满足顾客需求英语作文Meeting Customer Needs。

In today's competitive business world, meeting customer needs is an essential part of any successful business strategy. Customers are the lifeblood of any business, and without them, a business cannot survive. Therefore, it is important for businesses to understand their customers' needs and provide them with the products and services that they want. In this essay, I will discuss the importance of meeting customer needs and some strategies that businesses can use to achieve this goal.The first step in meeting customer needs is to understand what those needs are. This requires businesses to conduct market research to identify the needs and preferences of their target customers. This can be done through surveys, focus groups, and other research methods. Once businesses have a clear understanding of their customers' needs, they can develop products and servicesthat meet those needs.Another important strategy for meeting customer needs is to provide excellent customer service. Customers want to feel valued and appreciated, and businesses that provide excellent customer service are more likely to retain their customers and attract new ones. This can be achieved by training employees to be friendly, helpful, and responsive to customers' needs. Businesses can also use technology, such as chatbots and online support, to provide 24/7 customer service.In addition to providing excellent customer service, businesses can also meet customer needs by offering a wide variety of products and services. Customers have different needs and preferences, and businesses that offer a diverse range of products and services are more likely to attract and retain customers. This can be achieved by regularly updating product lines, offering customization options, and providing complementary services.Finally, businesses can meet customer needs by offeringcompetitive pricing. Customers are always looking for the best value for their money, and businesses that offer competitive pricing are more likely to attract and retain customers. This can be achieved by regularly monitoring competitors' prices and adjusting prices accordingly.In conclusion, meeting customer needs is an essential part of any successful business strategy. Businesses that understand their customers' needs, provide excellent customer service, offer a wide variety of products and services, and offer competitive pricing are more likely to attract and retain customers. By focusing on meeting customer needs, businesses can build a loyal customer base and achieve long-term success.。

企业与消费者之间的关系以及重要性英语作文

企业与消费者之间的关系以及重要性英语作文Businesses and consumers have a symbiotic relationship that is crucial for the success and growth of both parties. Consumers provide the demand and purchasing power that sustains businesses, while businesses offer the products and services that fulfill consumer needs and desires. This interconnected dynamic is essential for a thriving economy and the overall well-being of society.At the core of this relationship is the principle of value exchange. Consumers are willing to part with their money in exchange for goods and services that enhance their lives in some way whether it's through utility satisfaction utility satisfaction, emotional fulfillment, or status signaling. Businesses, in turn, leverage their resources, expertise, and innovation to create these valuable offerings. This mutually beneficial transaction forms the foundation of a market economy.From the business perspective, understanding and catering toconsumer needs is paramount. Businesses must closely monitor market trends, consumer behavior, and changing preferences in order to develop products and services that resonate with their target audience. Effective market research, customer segmentation, and product development strategies are essential for businesses to remain competitive and stay relevant in the eyes of consumers.Businesses that fail to adapt to evolving consumer demands often find themselves struggling to maintain market share and profitability. The rapid pace of technological change, shifting societal values, and the increasing power of informed and empowered consumers have made it increasingly challenging for businesses to anticipate and meet consumer expectations. Businesses that can successfully navigate these dynamic market conditions and forge strong connections with their customers are more likely to thrive in the long run.On the consumer side, the relationship with businesses is driven by a desire for quality, value, and a positive overall experience. Consumers seek out products and services that not only fulfill their functional needs but also align with their personal values, preferences, and aspirations. In an age of abundant choice, consumers have become more discerning and demanding, expecting businesses to provide exceptional customer service, transparent pricing, and ethical business practices.The rise of social media and online review platforms has amplified the voice of consumers, giving them greater influence over a business's reputation and success. Positive word-of-mouth and customer advocacy can be powerful drivers of business growth, while negative experiences can quickly spread and damage a company's brand image. Businesses that prioritize customer satisfaction, responsiveness, and proactive engagement are more likely to cultivate loyal and engaged consumer bases.Moreover, the relationship between businesses and consumers extends beyond individual transactions. Consumers increasingly expect businesses to take a broader social and environmental responsibility, addressing issues such as sustainability, diversity, and community involvement. Businesses that demonstrate a genuine commitment to these concerns and integrate them into their core operations often enjoy greater consumer trust and loyalty.The COVID-19 pandemic has further highlighted the critical importance of the business-consumer relationship. Businesses that were able to quickly adapt to the changing needs and concerns of consumers during the crisis, such as by offering contactless services, e-commerce solutions, and flexible policies, were better positioned to weather the economic challenges. Conversely, businesses that failed to prioritize consumer needs and safety measures facedsignificant setbacks and, in some cases, even permanent closure.Looking to the future, the business-consumer relationship will continue to evolve, driven by technological advancements, shifting societal values, and the changing needs and preferences of consumers. Businesses that can anticipate and respond to these changes, while maintaining a strong focus on customer-centricity, are more likely to thrive in the years to come.In conclusion, the relationship between businesses and consumers is a fundamental and dynamic one that shapes the economic and social landscape. By fostering a mutually beneficial exchange of value, businesses and consumers can contribute to a thriving and sustainable economy. As the world continues to evolve, the ability of businesses to understand, engage, and meet the evolving needs of consumers will be a key determinant of their long-term success and relevance.。

消费者购买家电时考虑因素的英语作文

消费者购买家电时考虑因素的英语作文When consumers purchase home appliances, there areseveral factors to consider. The first factor is the brand reputation. Consumers often lean towards well-known and reputable brands that have established a track record of producing high-quality products. They trust these brands to deliver reliable and durable appliances that meet their needs.Another important factor is the price of the appliance. Consumers have different budget constraints, and they arelikely to choose appliances that are within their price range. However, they also consider the value for money – whetherthe appliance justifies its price tag in terms of features, quality, and performance.The size and capacity of the appliance also play acrucial role in the decision-making process. Consumers needto consider whether the appliance fits their living space andwhether it can accommodate their household needs. For example, a family of four might need a larger refrigerator compared to a single person living alone.Functionality and features are also essential considerations when purchasing home appliances. Consumerslook for appliances that offer convenience, efficiency, and advanced technology. For instance, they might prefer awashing machine with multiple wash cycles and energy-saving features.Consumers also take into account the energy efficiency of the appliance. They are conscious of their environmental impact and utility bills, so they opt for appliances with a high energy efficiency rating. Energy-efficient appliancesnot only reduce electricity consumption but also contributeto a greener environment.Lastly, after-sales service and warranty terms arecrucial factors for consumers. They want to ensure that theycan rely on the manufacturer or retailer for assistance in case of any issues with the appliance. A good warranty policy can provide consumers with peace of mind and protectionagainst potential defects.In conclusion, consumers consider various factors when purchasing home appliances, including brand reputation, price, size, functionality, energy efficiency, and after-sales service. By weighing these factors carefully, consumers can make informed decisions and choose appliances that best suit their needs and preferences.。

说服顾客购买特定的产品应该英语作文

说服顾客购买特定的产品应该英语作文篇1Oh dear customers, have you ever come across a product that simply exceeds all your expectations? Well, let me introduce you to our remarkable offering! This product is not just another ordinary item on the market. When it comes to performance, it outshines its counterparts with its superior speed and efficiency. You won't believe how smoothly it operates! And guess what? The price is incredibly reasonable. Compared to similar products, it offers unbeatable value for money. Don't you think it's a steal? Not only that, but the quality is top-notch. It's durable and reliable, ensuring long-term satisfaction. Many customers who have used it have raved about its excellence. They say things like, "This is the best purchase I've ever made!" So, why hesitate? Don't miss out on this amazing product that combines outstanding performance, affordability, and superior quality. It's a game-changer that will enhance your life in ways you can't even imagine! Isn't it time to make a smart choice and embrace this wonderful opportunity?篇2Have you ever felt frustrated by the lack of efficiency in your work or the dissatisfaction with your current life quality? Well, let me introduce to you a remarkable product that will undoubtedly change all that!This product is designed to significantly enhance your work efficiency. Imagine being able to complete tasks in half the time you usually take! It streamlines complex processes and eliminates unnecessary steps, allowing you to focus on what truly matters. How amazing is that?Not only does it boost your professional life, but it also improves your quality of life. For instance, it provides you with more leisure time to enjoy with your family and friends. Isn't that something you've always desired?Let me share with you a success story. Mr. Smith was constantly struggling with his workload until he discovered our product. Now, he not only finishes his work on time but also has enough energy to pursue his hobbies.So, why wait? Seize this opportunity and transform your life today! Don't you want to experience such wonderful changes?篇3Let me introduce you to a truly remarkable product that is set to revolutionize your life! This product is not just an ordinary offering; it embodies cutting-edge technology and innovation that you won't find elsewhere.For instance, it incorporates state-of-the-art artificial intelligence that can adapt to your specific needs and preferences. It's like having a personal assistant that understands you perfectly! And the future upgrade plans? They are nothing short of amazing! We are constantly working to enhanceits features and capabilities, ensuring it remains at the forefront of technological advancements.Compare it to traditional products in the market. Those are often limited and lack the dynamic adaptability that our product offers. Ours is designed to evolve with your changing requirements, providing you with long-term value and satisfaction.Don't miss out on this opportunity to own a product that is not only innovative today but has a promising future ahead. Isn't it time to embrace the new and transform your experience? Make the smart choice and invest in this exceptional product now!篇4When it comes to purchasing a product, brand reputation and after-sales service are crucial factors that should not be overlooked. Let me introduce to you a remarkable product that is truly worth your investment! This product comes from a brand with a long and glorious history. For decades, it has been dedicated to providing top-quality products and has received numerous awards and recognition. Just imagine the trust and satisfaction that countless customers have placed in this brand over the years! Moreover, the after-sales service is simply outstanding. The company offers a comprehensive warranty, ensuring that any potential issues will be addressed promptly and efficiently. They have a professional team of technicians available 24/7 to provide assistance and support. Don'tyou think it's amazing? Isn't this the kind of product and service you've been looking for? So, don't hesitate any longer. Make the smart choice and purchase this amazing product today! You won't regret it!篇5In today's rapidly evolving market, the demand for our specific product is experiencing an astonishing upward trend! You might wonder why. Well, let me elaborate. Consider the changing lifestyles and technological advancements. Our product has seamlessly adapted to meet these changes. For instance, in the professional workspace, it boosts productivity and efficiency, allowing you to complete tasks with ease and speed. Isn't that what you're striving for in your career?In the domestic setting, it simplifies daily chores and adds a touch of convenience and comfort to your home life. Imagine coming back from a tiring day and having this product handle all your worries!Moreover, as the market continues to expand and the need for such solutions grows, investing in our product now ensures that you stay ahead of the curve. Don't you want to be part of this progressive wave and enjoy the benefits it brings?So, dear customers, make the wise choice and embrace our product. You won't regret it!。

跨境电子商务英语--01-答案1.1

Part 1.1 The definition and classification of cross-border e-commerceWarming-up ActivitiesListening参考答案及译文：1.manufacturers译文：和其他厂商相比,贵方产品质量上乘。

2.reflects译文：产品质量也反映了产品背后的过程。

所以我们必须得先从网上搜索一下产品质量才行。

3.requirements译文：样品应符合标准的要求。

你从网上搜索过没有?4.re-inspect译文：你希望在哪里复验商品呢?5.discharged译文：我们只检查在这里卸下的货。

New Core VocabulariesTask1 Translate the following sentences into English, using the expressions in Brackets.参考答案1.Employees should have a voice in the decision-making process.2.The firm manufactures and retails its own range of sportswear.3.They combined vigorous brushwork with decorative arrangements of form and colour.Task2 Match the English words in the left column with the English explanation in the right column.参考答案1.clearance 2.operational 3.verticalTask3 Match the English words in the left column with the English explanation in the right column.参考答案ers advance through the program by answering a series of questions.2.More and more small and medium-sized enterprises hope that the service management can be provided as third-party platform to be recognized and selected.3.Our company has advanced production technology and perfect after-sales service. 1. Complete the following sentences by translating the Chinese given in the brackets into English.参考答案1. produced under rigid quality controls译文：我们的产品都有严格的质量管制。

商务英语精读答案

商务英语精读答案【篇一：新编商务英语精读4 unit6】p class=txt>teaching aim1． cognitive information（认知信息）：public relations；methods for public relations2? language focus（内容重点）— key words：Ⅰ． positive, hoax, victim, specialize, recommendation, strength, hospitality, convention, standard, briefing, video, demonstrate;Ⅱ． labor union, politician, feature, corporate, survey, lobby, vote, expansion— phrases：Ⅰ． follow up on, take action, take to, place emphasis on,．．． to; Ⅱ． keep up withlook to, roll out, treat— word study：fake, integrate, emphasis, release, recommend— useful structures：．．．fall under the umbrella ofmore than twice as likely．．．roll out the red carpet forserve the needs of ．．．— grammar： the use of pronouns3? communicative skills（交际技能）— expressions： expressions at a hotel— reading： hotel brochures— basic writing： telephone messagesreading ibackground information1. overview of public relationsassociations, held in mexico city, in august 1978, was the art and of analyzing , predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the .others define it as the practice of managing between an organization and its publics public relations describes the various methods a company uses to disseminate传播messages about its products, services, or overall image to its customers, employees, stockholders, suppliers, or other interested members of the community． the point of public relations is to make the public think favorably about the company and its offerings，待出售的产品上市的股票． commonly used tools of public relations include news releases, press conferences, speaking engagements, and community service programs． although advertising is closely—related to public relationsas it too is concerned with promoting and gaining public acceptance for the company’s products —． the effect ofgood public relations is to lessen the gap between how an organization sees itself and how others outside theorganization perceive it． public relations involves two-way communication between an organization and its public． it（拥护者，顾客）on requires listening to the constituencieswhich an organization depends as well as analyzing and understanding the attitudes and behaviors of those audiences． only then can an organization undertake aneffective public relations campaign． many small businessowners elect to handle the public relations activities for their own companies, while others choose to hire a public relations specialist． managers of somewhat larger firms, on the other hand, frequently contract with external public relations or advertising agencies to enhance their corporate image（企业形象）． but whatever option is chosen, the head of a company．is ultimately responsible for its public relations2. public relations versus advertisingpublic relations and advertising are two industries that are very different even though they’re commonly confused as（性质属being one and the same． the following ten properties性）just scratch the surface（只做了肤浅的研究）of the many．differences between advertising and public relationspaid space or free coverageadvertising： the company pays for ad space． you know广播or be published．exactly when that ad will air宣传 for thepublic relations： your job is to get free publicitycompany． from news conferences to press releases, you’refocused on getting free media exposure for the company andits products／services．creative control vs． no controladvertising： since you’re paying for the space, you have．creative control on what goes into that adpublic relations： you have no control over how the mediapresents your information, if they decide to use your info at有义务的to cover 报道采访yourall． they’re not obligatedevent or publish your press release just because you sentsomething to them．保存期限保质期shelf lifeadvertising： since you pay for the space, you can run yourads over and over for as long as your budget allows． an ad．generally has a longer shelf life than one press releasepublic relations： you only submit 递交 a press release abouta new product once． you only submit a press release about anews conference once． the pr exposure you receive is only circulated 传播once． an editor won’t publish your same press．release three or four times in their magazinewise consumersadvertising： consumers know when they’re reading an．advertisement they’re trying to be sold a product or servicepublic relations： when someone reads a third-party articlewritten about your product or views coverage of your event ontv, they’re seeing something you didn’t’t pay for with ad dollars．and view it differently than they do paid advertisingcreativity or a nose for news新闻敏感advertising： in advertising, you get to exercise yourcreativity in creating new ad campaignsand materials．public relations： in public relations, you have to have a nosefor news and be able to generate buzz流传谣传 through thatnews． you exercise your creativity, to an extent, in the way you search for new news to release to the media．in-house or out on the townadvertising： if you’re working at an ad agency, your main contacts接触人，联系人 are your co-w orkers and the agency’s clients． if you buy and plan ad space on behalf of代表 the client, then you’ll also interact with media sales peoplepublic relations： you interact with the media and limited to in house内部的 communications． you’re in constant touch with．your contacts at the print publications and broadcast mediatarget audience目标客户 or hooked editoradvertising：you’re looking for your target audience and advertising accordingly． y ou wouldn’t advertise a women’stv network in a male-oriented sports magazine．public relations： you must have an angle and hook editors to get them to use information for an article, to run登出a press release or to cover your event.limited or unlimited contactadvertising： some industry pros职业的;专业人员havecontact with the clients． others like copywriters or graphic designers美术设计员，美编 in the agency may not meet with．the client at allpublic relations： in public relations, you are very visible to the media． pr pros aren’t always called on拜访 for the good news． if there was an accident at your company, you mayhave to give a statement 声明or on-camera 拍摄的，录制的． you may represent your company as interview to journalistsa spokesperson at an event． or you may work withincommunity relations公众关系服务机构to show your companyis actively involved in good work and is committed to the city and its citizens．special eventsadvertising： if your company sponsors an event, you赞扬鼓励 wouldn’t want to take out an ad giving yourself a paton the back for being such a great company． this is whereyour pr department steps in插手介入．public relations： if you’re sponsoring an event, you can send． they mayout a press release and the media might pick it uppublish the information or cover the event．writing styleadvertising： buy this product! act now! call today! these are all things you can say in an advertisement． you want to usethose buzz words行话套话 to motivate people to buy your product．-nonsense严肃public relations： you’re strictly writing in a no的news format格式． any blatant公然的露骨的俗丽的commercial messages商业广告 in your communications消息；信息are disregarded by the media．3. goals of public relationssome of the main goals of public relations are to create, maintain, and protect the organization’s reputation, enhance． studies haveits prestige, and present a favorable imageshown that consumers often base their purchase decisions onlations can have a definitea company’s reputation, so public reimpact on sales and revenue． public relations can be an effective part of a company’soverall marketing strategy． in the case of a for-profit company, public relations and marketing should becoordinated to be sure they are working to achieve the same objectives．another major public relations goal is to create． this involves such functions as good will for the organizationemployee relations, stockholder and investor relations, media relations, and community relations． public relations may function to educate certain audiences about many thingsrelevant to the organization— including the business in— general, new legislation, and how to use a particular productas well as to overcome misconceptions误解，错误想法，错误印象 and prejudices． for example, a nonprofit organization may attempt to educate the public regarding a certain point of view, while trade associations贸易协会；商业团体may undertake educational programs regarding particular industries and their products and practices．4. areas of public relationspublic relations is a multifaceted多层面的activity involving different audiences as well as different types of organizations,． as a result, there areall with different goals and objectives．several specific areas of public relationsproduct public relations public relations and marketing work together closely when it comes to promoting a new or existing product or service． public relations plays an important role in new product introductions by creating awareness知名度, differentiating the product from other similar products, and even changing consumer behavior． public relations can help introduce new products through staging a variety of special events and handling sensitive situations． public relations is often called on to 用来give existing products and services a可见性；清晰boost推动宣扬 by creating or renewing visibility程度． public relations can interest the media in familiar products and services in a number of ways, including holding seminars研讨会 for journalists, staging a special media day, and supplying the media with printed materials ranging from “backgrounders”政府官员举行的记者招待会；提供背景资料的简报或报告（in-depth news releases） to booklets and brochures． changes in existing products offer additionalpublic relations opportunities to focus consumers’attention． an effective public relations campaign can help to properly position a product and overcome negative．perceptions on the part of the general publicemployee relations employees are one of the most important audiences a company has, andan ongoing public relations program is necessary to maintain employee good will as well as to uphold the company’s imageand reputation among its employees． the essence of a good employee relations program is keeping employees informedand providing them withchannels of communication to upper levels ofmanagement． a range of communication devices were used, including a monthly tabloid文摘；摘要and magazine, a定期出版的)时事通quarterly video magazine, local newsletters (讯, bulletin boards布告栏；公告板 and a call-in电话点播telephone service． suggestion systems are another effective way to improveemployee management communications． other public relations programs focusing onemployees include training them as company public relations representatives; explaining benefits programs福利计划 to them; offering them educational, volunteer, and citizenship opportunities; and staging special events such as picnics or open houses家庭招待会，开放参观日for them． publicrelations can also play a role in recruiting new employees; handlingreorganizations重组整顿, relocations, and mergers; and resolving labor disputes劳动争议；劳资纠纷financial relations financial relations involves communicating not only with a company’s stockholders, but also with the wider community of financial analysts 财务分析员and potential股东关系plan can investors． an effective investor relationsincrease the value of a company’s stock and make it easier to raise additional capital． in some cases special meetings with financial analysts are necessary to overcome adverse 不利的 publicity, negative perceptions about a company, or investor indifference． a tour of a company’s facilities may help generate interest among the financial community金融界；财经界． mailings and ongoing communications can help acompany achieve visibility among potential investors and financial analysts． annual reports and stockholder meetingsare the two most important public relations tools for maintaining good investor relations． some companies hold regional or quarterly meetings in addition to the usual annual meeting． other companies reach more stockholders bymoving the location of their annual meeting from city to city． annual reports can be complemented by quarterlyreports and dividend check股利支票 inserts插页． companiesthat wish to provide additional communications with stockholders may send them a newsletter or company magazine． personal letters to new stockholders and a quickresponse to inquiries insure an additional measure of good will信誉好意．community relations a comprehensive, ongoing communityrelations program can help virtually any organization achieve visibility as a good community citizen and gain the good will of the community in which it operates． banks, utilities公用事业,radio and television stations, and major retailers are some ofthe types of organizations most likely to have ongoingprograms that might include supporting urban renewal城市重建；都市美化, performing arts programs, social andeducational programs, children’s programs, community organizations, and construction projects． on a more limitedscale, small businesses may achieve community visibility by sponsoring local sports teams or other events． support maybe financial or take the form of employeeparticipation． organizations conduct a variety of specialprograms to improve community relations, including providing employee volunteers to work on community projects,sponsoring educational and literacy文化 programs, stagingopen houses and conducting plant tours, celebrating anniversaries, and mounting special exhibits． organizationsare recognized as good community citizens when they support programs that improve the quality of life in their community, including crime prevention, employment就业, environmental programs, clean-up and beautification, recycling, andrestoration．crisis communications public relations practitioners becomeheavily involved in crisis communications whenever there is amajor accident or natural disaster affecting an organizationand its community． other types of crises involve bankruptcy, product failures, and management wrongdoing． in somecases, crises call for an organization to become involved in helping potential victims; in other cases, the crisis may require rebuilding an organization’s image the main objective of sucha plan is to provide accurate information quickly in order to reduce uncertainty． government and political relations public relations in the political arena covers a wide range of activities, including staging debates, holding seminars for governmentleaders, influencing proposed legislation, and testifying beforea congressional committee． political candidates engage inpublic relations, as do government agencies at differentlevels． trade associations and other types of organizations attempt to block unfavorable legislation and support favorable legislation in a number of ways．public relations in the public interest organizations attempt to generate good will and position【篇二：新编商务英语精读1教案】号教学时间：2013 年月日unit one essentials of business (1)content text: the nature of business difficult points1. talk about some words, phrases or expressions about business;2. there are many new words in the text;3. translate some difficult sentences of the text. page 2: warming-upwork with your group and think out as many words, phrasesor expressions as possible about business.1) are you interested in business? why or not?2) what activities do you think can be labeled as business activities?3) have you ever been involved in any businessactivities before?4) what do you think is important for successi n today’s business world?(teacher’s book: page 24)good management, adequate planning, sufficient financial resources, healthy cash flow, controlled spending and theability to collect money owing, effective marketing, a good product and service. part two: 15 minutespage 5: new words no.1-17 to the first 6 paragraphs of the text 1. divide the words in two groups: no.1-10; no.11-17; 2. leadthe students to spell the words one by one; 3. repeat thewords and play translating game;4. mark the words in the three paragraphs and recognize them. part three: 30 minutespage 2: translate and understand the first 6 paragraphs of the text1. read the first 6 paragraphs silently and pay attention to the difficult points;2. translate each sentence into chinese and mark some language points:3. review by reading each paragraph twice;4. review by asking some questions: some from no. i, page 81) what does ―business‖ mean in the text? the key comes from paragraph 1:it means the human activity related to material things. it’s necessary for civilization. and it is found in all societies, even the simplest ones. it’s the activity of producing anddistributing goods and services.2) what are the four basic factors of production? the keycomes from paragraph 2:they are land, labor, capital, and entrepreneurship. 3) what does the term ―land‖ in this text refer? the key comes from paragraph 3:here, the term land is used most general way. it refers not only to a piece of real estate where we might build a factory, but it also means all the raw materials used for production.some materials are on the earth’s surface, and some are underthe surface. and some raw materials may be extracted from theair. all of the raw materials for production come from the land, the air, and the oceans.4) what does the term ―labor‖ refer to in this passage? thekey comes from paragraph 4:it refers to the use of mental or physical work to produce goods. most labor changes raw materials into finishedproducts and then distributes these to buyers. 5) what is the general meaning of ―capital‖ in everyday language? the key comes from paragraph 6:it means several things. the most general meaning is wealth or money. 6) what does the term ―capital‖ refer to according to this passage? the key comes from paragraph 6:but it also refers to the equipment that money purchases. it’s all the things that workers use in production and distribution. it refers anything that helps to produce and distribute goods. 5. read the first 6 paragraphs together to review. part four: 10 minutespage 6: new words no.18-32 to the rest 3 paragraphs of thetext1. divide the words in two groups: no.18-28; no.29-32 with the9 phrases; 2. lead the students to spell the words one by one; 3. repeat the words and play translating game;4. mark the words in the paragraphs and recognize them.part five: 15 minutespage 3: translate and understand the rest three paragraphs of the text1. read the paragraphs silently one by one and know what are your difficult points;2. translate each sentence into chinese and mark some language points:3. review by reading each paragraph twice:4. review by asking some questions from no. 1, page 8 questions:7) what is called entrepreneurship?the key comes from paragraph 7:putting together land, labor, and capital to make something of value, is called entrepreneurship8) what responsibilities should an entrepreneur take?the key comes from paragraph 7:the entrepreneur is the person responsible for controlling and directing the other three factors. he is the leader, and the employees follow his direction.9) what kind of problems will a company cause to peoplewhen it goes bankrupt? the key comes from paragraph 9:it means the company becomes unable to pay its debt, itcauses problems for many people. it’s hard for the employees who have to seek work elsewhere; the customers must look for another place to buy the products; creditors usually lose some money to the company. but the entrepreneur takes the biggestrisk if the business succeeds or fails. he must pay them up to the limit of his ability to pay.10) when will the entrepreneur make a profit and when will he suffer a loss? the key comes from paragraph 9:if he is skillful and lucky, the money he receives from his business venture will pay for the land, labor, and capital and there will still be extra money remaining for him. this extra money is the profit. if the money he receives from the business venture is not enough to pay all of the costs, the difference is the loss.5. read the rest 3 paragraphs together to review.【篇三：新编商务英语精读2】s=txt>1.2.3.4. the shop assistant was accused of theft and taken to the police station. human rights lawyers have accused the police beating martin to death. he resolutely denied the accusationthat he had accepted bribes. she was fired, even though she offered to buy dishwashing detergent for the center.5. bargains are offered as all inducement for more customersto come and buy6. all houses built are sold and the ones being built has already been under offer.7. children could hardly resist the temptation of the wonderful look and tantalizing smell of thefruits on the dinner table.8. this type of plastic is highly resistant to steam and acid.9. any policy that creates unemployment is likely to meet with strong resistance.10. the memory of the last disaster had faded from people’s mind.11. your natural hair colour begins to fade as you grow older.12. the sound of the motorboat fade away in the distance.13. the consumption of alcoholic beverages are strictly prohibited in some countries.14. they are prohibited from revealing details about/to the candidates.15. all schools strictly enforce the prohibition against smoking on school grounds.16. during his summer holidays he soaked himself in his new novel．17. the decoration firm soaked me for the decorations they didto my apartment．18. the rain had come in through the bottom of our tent and completely soaked our clothes.19. i almost lost control of the business i had worked so hardto build．20. mary used diet and exercise to bring her weight under control．21. the installed computer systems will control the lighting, heating and security of your house.22. she eventually achieved her goal of becoming a professor．23. the charity committee is said to have already achieved its goal of collecting．100,000 dollars for the poor and the homeless24. landing on the moon for the first time was regarded as an epic achievement of the human race.25. to carry out this project would require increasing the investment by 40%.26.all the incoming students are required to take placement examination as soon as they get registered.27.as science and technology have advanced，therequirement for back-breaking toil has diminished.28. she has been racking her brains for quite a long time, but so far she has accomplished nothing.29. the task to turn china into one of the most powerful countries will not be accomplished in one generation．30. the accomplishment of the leaning tasks depends mainlyupon the efforts of both teachers and students.31.it was considered inappropriate for a government official to engage in commerce.32 the old professor engaged himself in making a dictionaryfor the advanced learners of english.33.once mrs smith engages you in conversation, you’re stuck with her for at least half an hour.to the theater to see plays or operas34.i can’t afford goingevery week.35 many smaller companies simply can not afford to buyhealth insurance for employees and remain in business.36.meetings with that man of great achievement always affordme much pleasure.37.the great company is headed by people confident enoughto recruit people better than themselves.38.at most banks, young recruits spend a few months workingas tellers.39.they failed in their recruitment of qualified violinists for their music club.going to sell your old furniture, you’d better have 40.if you areit evaluated by an expert first.41.it is dead wrong to evaluate people by their appearance.42.the great writer’s biography is a reliable evaluation of his life.e your mother’s advice.43.it was very stupid of you to ignor44.he continued on his way, ignorant of the danger that lay ahead.45.the ignorance of law is no excuse for any offense no matter how trivial it is.46.he’s still hesitating over whether or not to take the job offered by a small company.47.shy people are usually hesitant about asking for help.48.well-educated people should have no hesitation in deciding what is right and what is wrong.49.whatever your reason for borrowing, we have the loan thatsuits your needs.50.if you want to make yourself a good speaker, you shouldalways suit your speech to your audience.51.steve was wearing a red silk shirt that didn’t suit him at all.52.those shoes are not suitable for walking in the hilly countryside.53.i resent being spied on when i am reading or writing in my office.54.he was resentful of the way he had been treated.55.they felt resentment that nobody paid serious attention otheir proposal.56.passengers are allowed one item of hand luggage each onthe flight.57.the policemen do not allow parking in this street since the traffic here is heavy.58.in working with this cloth, you must allow for shrinkage.59.the maximum allowable dosage of this medicine is tablets a day.60.we were favorably impressed with the new product anddecided to buy it.61.father impressed on me the value of hard work.62.her book did not make much impression on the public atfirst.63.what we have seen is so im pressive that we’ll never forgetthe scene.translation unit6-71. she used to sell modern art but now she deals in antiques.2. the electric home appliance enterprise puts great emphasis on after-sales service. so it hasgained a very good reputation among its customers.3. his wife has been laid off. as the only bread-winner of the family, he can’t afford to lose hisjob.4. a sound investment is sure to bring good profits.e attack of virus.5. our computers can’t work normally for thso heaps of data is waiting forprocessing.6. as none of the secretaries was available when he wanted to have a contract typed, he had totype it himself.7. it is considered inappropriate for a president to engage in business dealings.8. in the united states, completing a four-year-program in the university does not qualify you asa doctor.9. john promised that he would see that noting was wasted.10. the leaders in charge of the government departments must be able to serve the people heartand soul.11. i many state-owned enterprises are making every possible effort to get rid of their debts sothat the aim of making profits can be realized as soon as possible12. banks nowadays seem to be accommodating theircustomers more than they used to be.13. in general, people want shorter working hours but higher wages.14. are you implying that the fault lies with the management?15. the department store has no way out but either to close down or to sell the whole building.16. the 1ast thing that i can bear is his 1ndifiefferce to everything.／her best17. during an interview , the interviewer will try histo make you feel free to speakyour mind.18. your feeling of having nothing to do in the company is, in effect, a signal that you will be。

国际市场营销全球营销学每章课后习题答案

全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。

Howafter-salesservicequalitydimensionsaffectcustomer

African Journal of Business Management Vol. 5(17), pp. 7658-7664, 4 September, 2011Available online at /AJBMISSN 1993-8233 ©2011 Academic JournalsFull Length Research PaperHow after-sales service quality dimensions affectcustomer satisfactionAlireza Fazlzadeh1, Fatemeh Bagherzadeh2 and Pegah Mohamadi2*1School of Economics, Tabriz Branch, Islamic AzadUniversity, Tabriz, Iran.2School of management, Master of international Marketing management, Islamic azad university-tabriz, Iran.Accepted 29 April, 2011An understanding of the effect of after-sales services in satisfaction and post behavioural intentions is important to services marketing managers because it allows them to differentiate their offering substantially, in a way that strengths the relationship with their clientele in the short, as well as in the long run. The purpose of this paper is to investigate the effect of after-sales services on customers’ satisfaction as well as on their behavioural intentions, namely “repurchase intention” and “word-of-mouth” (WOM). The research conducted followed a quantitative methodology. The selected research tool was a questionnaire. The study conducted was targeted at customers of a large retail chain marketing home appliances in Iran and 302 usable responses were utilised. A path analysis was performed using the “Amos 18” software. Findings show that after-sales service quality, affect satisfaction, which in turn affects behavioural intentions. Hence, after-sales services affect the overall offering and thus, the quality of the relationship with customers.Key words:Retailing, after-sales services, service quality, customer satisfaction, word-of-mouth, repurchase intention.INTRODUCTIONThe role of service quality is widely recognized as being a critical determinant for the success of an organization in today's competitive environment. Any decline in customer satisfaction due to poor service quality would be a matter of concern. Consumers being more aware of rising standards in service, prompted by competitive trends, have developed higher expectations. In other words, service quality aspects possess a substantial strategic role for companies. This does not happen only in the pure service sectors, but also in many others where service is a considerable part of the augmented product. Indeed, the concept of “service quality” can be used by all sectors, since practically everywhere, the total product-offering is a mixture comprised of tangible and intangible part (Shostack, 1977). This also emerges in the case of retailing.In addition, in a context of global competition and *Corresponding author. E-mail: Mohamadi.pegah25@. Tel: +98-914-348-4738. decreasing profits from product sales, the after-sales services and activities (that is, those taking place after the purchase of the product and devoted to support customers in the usage and disposal of goods) constitute a relevant profit source as well as a key differentiator for manufacturing companies and resellers (Wise and Baumgartner, 1999; Levitt, 1983) profit generated by after-sales services is often higher than the one obtained with sales; the service market can be four or five times larger than the market for products (Bundschuh and Dezvane, 2003) and it may generate at least three times the turnover of the original purchase during a given product's life-cycle (Wise and Baumgartner, 1999).In this paper, it is argued that after-sales services appear to be exceptionally signiﬁcant to the overall “product-mixture” provided by retail companies, since they affect both the customers’ satisfaction and their behavioral intentions. We concur with the view that after-sales services play a critical role in relationship building, and as such, they should be examined and evaluated attentively when obeying service quality theory. Besides, although the topic of service delivery has been frequentlytreated in the literature, its relation to the “product-service mixture offering” has been relatively neglected and it is even more so when the service quality aspect is also brought into the discussion.Emphasis has been given in the managerial imply-cations, since it is managers who make decisions in the retailing ﬁrms, regarding how to add value to the total offering they bring to the market.BACKGROUNDAfter-sales services and retailingRetailing includes all the activities involved in selling goods or services directly to final consumers for personal, non-business use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing. Any organization selling to final consumers – whether it is a manufacturer, wholesaler, or retailer – is doing retailing. It dose not matter how the good or services are sold (by person, mail, telephone, vending machine, or internet) or where they are sold (in a store, on the street, or in the consumer home) (Kotler, 2008). Peterson and Balasubramanian (2002), in their extensive work on “retailing in the 21st century”, suggest that the role of retailing stands out clearly, as being to serve as the interface between ﬁrm and customer, what remains under-explored is to determine the ways to “increase the value of the (retailing) ﬁrm”.Besides, regarding the related issue of “what is the basis of retail store choice and satisfaction”, various authors suggest that academics should give emphasis to the ways “satisfaction can be converted into higher retail earnings”, which are the ways through which this relationship will be proved beneﬁcial in twofold, through satisfaction and performance. Both remarks manifest a need for further exploitation of the value-adding elements of the total offering. These are elements that are enhancing the core product-service offered and are embodied in the total offering during the selling process, prior as well as after the sale closing stage. According to some authors, the search for sustainable competitive advantages in retailing gives the after-sales services a pivotal role in the relationship between customers and sellers.As a term, “after-sales services” has been used the most, to describe services that are provided to the customer after the products have been delivered (Vitasek, 2005). The same services are sometimes also called “ﬁeld services”, when they are embodied in the main characteristics that are located at a customer’s site (Simmons, 2001). “After-sales support” (Agnihothri et al., 2002) as well as “technical support” or even just “services”, are terms also found in the literature (Gofﬁn and New, 2001). “After-sales services” are often (Lele and Karmarkar, 1983) referred to as “product supportFazlzadeh et al. 7659 activities”, meaning, all activities that support the product-centric transaction. The after-sales service constitutes a means to uncover customer needs and a strategic driver for customer retention. It represents, in fact, “one of the few constant connections that customers have with a brand” (Gallagher et al., 2005), influencing customer satisfaction and loyalty. Finally, after-sales service is a way to allow a continuous improvement of product design and quality (Armistead and Clark, 1992; Cohen and Whang, 1997; Thoben et al., 2001). The perception of after-sales as a source of competitive advantage and business opportunity requires a shift from a traditional product-centric view, in which after-sales is considered a “necessary evil” (Lele,1997) to customer-centric view. Furthermore, the term “after-sales services” has been approached in the literature under two broad perspec-tives. When referring to service providing companies, after-sales services are being treated as one among several supplementary service elements provided by them (Oliva and Kallenberg, 2003). On the other hand, when referring to tangible goods, they are mostly seen as operative activities of some, or all members of the distribution chain (Gaiardelli et al., 2007). Such services are the transport/delivery to clients, the installation, the product-related training, the hot line and advice by the help desk, any repairing service and even the recycling process.The theory of distribution services argues that the merchandise of explicit products or services is to be seen embodied in a variety of distribution services (Betancourt and Gautschi, 1988). According to the particular theory, these services accompany the merchandise possessing one of the two primary components or retailing (Barber and Tietje, 2003) and can be split further into ﬁve groups; assortment, information, location and ambiance and “assurance of immediate product delivery at the desired time and in the desired form” (Betancourt and Gautschi, 1988).This research adopts the view offered by Oliva and Kallenberg (2003), under which both the tangible as well as the intangible part of the offering are treated to their full potential. Referring to the tangible and the intangible combination of an offering, they distinguish between the “product-installed base” as the “total number of products currently under use”, and the “installed base services” as “the range of product- and process-related services required by an end-user over the useful life of a product in order to run it effectively in the context of its operating process”. According to this view, the relationship between the seller and the buyer does not end in the store when the tangible product is purchased, but goes beyond this for as long as the offering lasts.Along these lines, “delivery” is often the ﬁrst among the services offered after the sale. Besides installation which follows, posses a distinct and remarkable after-sales service, wherefore Gofﬁn (1999) refers as being one among the seven elements of customer support.7660 Afr.J.Bus. Manage.After-sales services and customer satisfactionIt is well known that the margin from after-sales service is much larger than that from the product. That is, after-sales service is considered a key revenue generator in certain categories (Cohen et al., 2006; Cohen and Whang, 1997). Hence, on one hand, offering a large number of extra after-sales service plans to consumers, leads to higher profitability. Recent marketing management focuses on lifetime value of a customer and maintaining long-term relationships with customers (Gupta and Lehmann, 2007).From this customer-relationship viewpoint, after-sales service is regarded as an important factor that has an impact on establishing good relationships with customers. On the other hand, a default and free basic after-sales service, also plays an important role in attracting more customer attention in a market with severe brand competition (Chien, 2005). Offering adequate after-sales service to customers has become a major generator of revenue, profit, and competency in modern industries (Cohen et al., 2006; Cohen and Kunreuther, 2007). Accepting the claim that returning customers are the most profitable ones, as they require less marketing effort and relationship building, after-sales service acquires a critical role as a means to achieve customer satisfaction and retention (Alexander et al., 2002).After-sales services and service qualityQuality in services provides a competitive factor for continued consumption, especially when intangibility relations are tightened between quality and services. Service quality plays a notable role as a source of sustainable competitive advantage for the companies. Several categorizations do exist in the literature regarding the different kinds of service quality. Although there is no conclusive agreement among the academics, nevertheless, all views recognise that the overall service quality is a multi-dimensional construct. One of the pioneers was Gronroos (1978, 1982) who recognized the need and usefulness of developing valid and distinct measures of service quality. Groonroos (1984) cate-gorises service quality in the “technical” service, referring to what service the customers are actually receiving and to the “functional” service, meaning the process of the delivery of the service. The first service quality measurement model was developed by Parasuraman et al. (1988). It was introduced by the name of service quality (SERVQUAL). This particular view treats quality as the construct constituted by different encounter characteristics. Rust and Oliver (1994), among others, claim that service quality is constituted by three broad sub-dimensions; the personnel-related, the tangible offering related and the service-scape-related.When applying the quality theory to after-sales services, the authors believe that after-sales services are contributing to the “technical quality” of the overall service, which is, inﬂuencing substantially the “what is the customer receiving”? In parallel, inﬂuencing the way (“How”) the central service is being delivered, playing therefore, a critical role in the “functional” aspect of service quality. If one utilizes as basis not the Nordic model, but the “extended” “three-component model”, proposed by Rust and Oliver (1994), again it seems that after-sales services are closely related to both, the “service product” and the “service delivery” dimensions of quality.With the on going discussion, two of the three main drifts of interests regarding service quality are being touched. The third, regarding evaluation matters of the provided service quality, will be treated under the relation of service quality dimensions with the construct of performance.The positive perceptions and attitudes of the target customers towards the quality-elements offered by the ﬁrm, leads to both attractions of new customers, thanks to word-of-mouth (WOM) communication and recommendations of the existing customers, as well as to enhancement of the relationship of the company with its current customers by making them more loyal and committed.Word of mouth (WOM) is informal advice passed between consumers. It is usually interactive, swift, and lacking in commercial bias. WOM is a powerful influence on consumer behavior. Keaveney (1995) noted that 50% of service provider replacements were found in this way. WOM may be positive (PWOM), encouraging brand choice, or negative (NWOM), discouraging brand choice. Word-of-mouth is a frequently encountered variable in the service literature. Typically, it is viewed as a component in a satisfaction-profit framework (sometimes also labeled as the service-profit chain; Heskett et al., 1994), in the sense that satisfaction (or other global evaluations, such as perceived service quality) is assumed to affect word of mouth, which in turn is assumed to affect the firm’s profitability. Several studies also show that other global evaluation variables, such as perceived service quality and perceived service value, are positively associated with word-of-mouth transmission (Danaher and Rust, 1996; Fullerton and Taylor, 2002; Hartline and Jones, 1996; Sweeney and Soutar, 2001).In this context, customer satisfaction has been the subject of a substantial body of literature (Rust and Oliver, 1994), because of its inﬂuence on customer behavioural intentions and attitudes (Anderson and Sullivan, 1993; Cronin and Taylor, 1992). Regarding behavioural intentions, Zeithaml et al. (1996) suggest that favourable behavioural intentions are mostly in the form of customers’ referrals and recommendations, customers’ willingness for re-purchasing, as well as customers’ willingness to spend more money with the particular company or to pay more for the products of thisFazlzadeh et al. 7661Table 1. Questions measuring main variables.Latent variables MeanDelivery service qualityReliability in delivery times 3.43Quality of the product packaging when delivered 3.42Transfer of product to your place 3.33Quality of the product itself when delivered 3.39 Reception of the proper invoice/delivery papers 3.27Kindness and friendliness of the delivery personnel 3.57 Appearance of the delivery personnel (uniform, cleanness) 3.47Installation service qualityAccurate information about time of installation 3.31Time elapsed between delivery and installation 3.36 Attentiveness of installation personnel in order to avoid damages 3.16Flawless of the installation 3.17Kindness and friendliness of the installation personnel 3.22Advice and instructions given by the technicians 3.28Overall satisfactionLevel of satisfaction from their co-operation with the retailer in the context of the particular purchase 3.51Re-purchase intentionIntention to prefer the same retailer in the next purchase of a new homeappliance3.49Word of mouthIntention to recommend the retailer to friends and relatives 3.25company.METHODOLOGYThis study attempt to understand affect quality of after-sales services on customer overall satisfaction and on their behavioural intentions to re-purchase and to recommend (Word-of-Mouth). According to the Rigopoulou et al. (2008), we used a behavioural model in which the following latent variables are included:1) “Delivery” service quality, that this variable is measured as a latent one using seven indicators, including the “reliability in delivery times” (D1), the “quality of the product packaging when delivered” (D2), the “transfer of product” (D3), the “quality of the product itself when delivered” (D4), the “reception of the proper invoice/delivery papers” (D5), the “kindness and friendliness of the delivery personnel” (D6) and the “appearance of the delivery personnel” (D7).2) “Installation” service quality, that this variable is measured as a latent one using six indicators, including the “accurate information about time of installation” (I1), the “time elapsed between delivery and installation” (I2), the “attentiveness of installation personnel in order to avoid damages” (I3), the “flawless of the installation” (I4), the “kindness and friendliness of the installation personnel” (I5) and the “advice and instructions given by the technicians” (I6). In the model, the following measurement variables are included:i. “Overall Satisfaction”, which refers to the customers’ level of satisfaction from their co-operation with the retailer in the context of the particular purchase.ii. “Repurchase Intention” which is related to the customers’ intention to prefer the same retailer in the next purchase of a new electric appliance.iii. “Word-of-Mouth” which refers to the customers’ intention to recommend the retailer to their friends and relatives.The product category under examination is home appliances in Iran that offer after-sales services to customers. The research conducted was based on questionnaire as a research tool. Overall, a total of 302 usable responses were included in the research conducted. The variables (Table 1) were measured on ﬁve-point scales anchored “completely dissatisﬁed” and “fully satisﬁed” or “deﬁnitely yes” – “deﬁnitely no”, respectively. The structural equation modelling (SEM) was performed using the “Amos 18” software.RESULTSTable 1 show that, respondents feel quite satisfied from7662 Afr.J.Bus. Manage.Table 2. Goodness of ﬁt test results for the model.Variable ࣑ GFI AGFI NFI TLI IFI CFI RMSEA Value96.30.9630.9400.9860.9970.9980.9980.022Figure 1. The model.both after-sales services offered, namely “delivery” and “installation”. The mean score of the satisfaction regarding the “delivery” is 3.45, while the respective score for “installation” is slightly lower (3.25). The vastmajority of the speciﬁc quality elements of the two services, were judged by the respondents to be quite satisfactorily provided, with mean scores from 3.27to 3.57 for delivery and 3.16 to 3.36 for installation, Mean scores for “word of mouth” (3.25) and “repurchase intention” (3.49). For the scales reliability analysis, Cronbach α, were calculated for both latent variable measurement scales. Results revealed that both “delivery” (αD = 0.972) and “installation” (αI = 0.947) scales were reliable.According to the results, as presented in Table 2, all the important indicators of the model ﬁt, as suggested by Hoyle (1995), have accepted values. For this reason, thismodel is considered as an acceptable one (Figure 1). As (Figure 1) indicated:1. “Delivery” and “installation” service quality positively affect customers’ overall satisfaction.2. “Delivery” and “installation” service quality positively affect customer’s intention for recommendations.3. “Delivery” and “installation” service quality positively affect customers re-purchase intentions.4. Overall, satisfaction positively affects customers’ intentions to recommend the retailer to friends and relatives.5. Overall, satisfaction positively affects customers’ re-purchase intentions.ConclusionCustomer satisfaction has been studied and recognizedInstallationOverall satisfactionas an important factor in the management literature for the past few decades. Studies indicate that there are links among customer satisfaction, customer loyalty, and profitability. Companies frequently concentrate on new customers, as they assume that current customers are satisfied. However, this is not necessarily the case. Several researchers argue that investing in existing customers is viable because of the lifetime value of the customer and because many customers need after-purchase reassurance.Our study examines the relationship between after-sales services, customer satisfaction and customers’ behavioural intentions. Based on the main ﬁndings of the literature review in the retailing context, it comes out that after-sales service quality affect satisfaction, which in turn affects behavioural intentions. Our results confirmﬁndings of the Rigopoulou et al. (2008), and these results stated that after-sales services affect the perceived value by the customer and thus, the quality of the relationship between buyers and sellers. It became clear that the importance of quality of after-sales services for customer satisfaction could be crucial; furthermore, customer satisfaction was measurable.Therefore, the importance of the quality of after-sales services and customer satisfaction were highlighted in the present study. After-sales improvements can only take place with a realization that customer satisfaction would be strongly influenced by the quality of the after-sales delivery. After-sales presents differentiation poten-tial that producers can use to strengthen their operations. However, the difference between the existence of potential and the actual achievement of competitive advantage must be taken into consideration. Potential can only be converted to competitive advantage if the organization is able to persuade customers to place equal subjective value on that aspect of the organization’s offerings.REFERENCESAgnihothri S, Sivasubramanian N, Simmons D (2002). Leveraging technology to improve ﬁeld service. Int. J. Serv. Ind. Manage., 13 (1): 47-68.Anderson EW, Sullivan MW (1993). The antecedents and consequences of customer satisfaction for ﬁrms. Mark. Sci., 12(2): 125-43.Alexander WL, Alexander S, Dayal JJ, Dempsey JD, Vander Ark (2002). The secret life of factory service centres. McKinsey Q., (3): 106–115.Armistead C, Clark G (1992). Customer Service Support Implementing Effective Strategies. FT Books, Pitman Publishing, London.Barber CS, Tietje BC (2004). A distribution services approach for developing effective competitive strategies against ‘big box’ retailers.J. Retail. Consum. Serv., 11(2): 95-107.Betancourt RR, Gautschi DA (1988). The economics of retail ﬁrms.Manage. Decis. 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关于购买家电时应注意英语考研图画作文1When it comes to buying home appliances, there are several important factors that need to be taken into consideration.First of all, price is a crucial element. We should make sure that the price is reasonable and within our budget. However, we should not simply choose the cheapest one. Sometimes, a slightly higher - priced appliance may offer better quality and more functions.Function is another key aspect. For example, if we are buying a refrigerator, we need to ensure that it has enough storage space to meet our daily needs. A washing machine should have different washing modes to deal with various types of clothes.Brand also matters a great deal. Well -known brands usually have a good reputation, which means they are more likely to provide reliable products and better after - sales service.Energy efficiency is becoming increasingly important nowadays. An energy -efficient appliance can not only save electricity bills but also contribute to environmental protection.Last but not least, don't forget to check the warranty policy. A good warranty can give us peace of mind in case there are any problems with the appliance. In conclusion, by considering these factors carefully, we can make a more informed decision when buying home appliances.2When it comes to purchasing home appliances, there are several crucial factorsthat consumers need to take into account.First and foremost, quality certification is of utmost importance. For many electrical appliances, such as refrigerators, washing machines and ovens, having recognized quality certifications like CE in Europe or UL in the United States can be a strong indication of their safety and reliability. These certifications ensure that the products have passed strict tests regarding electrical safety, energy efficiency and performance standards. Without proper quality certifications, the appliances may pose potential risks to users, such as electrical shocks or fires.Secondly, after - sales service cannot be overlooked. A brand with excellent after -sales service can provide timely assistance when the appliance encounters problems. For example, if a newly -bought air conditioner breaks down suddenly during a hot summer, a company with good after -sales service will dispatch technicians quickly to repair it, minimizing the inconvenience to the customer. Some well -known brands offer extended warranties, free maintenance within a certain period, and 24 - hour customer service hotlines, which are all very attractive features for consumers.Finally, product compatibility should also be considered, especially for smart home appliances. In today's digital age, many people are building smart homes. 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Another aspect is the smart functions. In modern times, a TV with easy -to -use smart features like built -in apps for streaming services and a user - friendly interface is very desirable.For washing machines, the washing capacity is a key point. If you have a large family, a washing machine with a bigger capacity can save you a lot of time by allowing you to wash more clothes in one cycle. Different washing modes are also important. Delicate mode for silk and woolen clothes, and strong mode for heavily soiled items can ensure that all kinds of clothes are properly washed.In addition to these specific features of different appliances, comparing prices and preferential activities among different merchants is also necessary. Sometimes, a certain store may offer a big discount or some free accessories. We should not rush into buying an appliance without doing enough research. We can visit different physical stores or check online shopping platforms to find the best deal. By carefully considering all these aspects, we can make a more informed decision when purchasing home appliances.4When it comes to purchasing home appliances, there are several important factors that need to be taken into account.First of all, environmental protection indicators are crucial. Appliances with high environmental protection indicators are more friendly to the environment. For example, energy -efficient refrigerators consume less electricity, which not only reduces our electricity bills but also contributes to the conservation of energy resources and the reduction of carbon emissions. In today's world whereenvironmental protection is of great significance, choosing such appliances is a responsible choice for both our own living environment and the global environment.Secondly, the service life of home appliances cannot be ignored. Appliances with a long service life generally have higher cost - effectiveness. Consider a washing machine. If it can be used for a long time without frequent breakdowns and replacements, it can save us a lot of money in the long run. High - quality materials and advanced manufacturing processes usually ensure a longer service life of home appliances.Finally, the ease of operation is also an important consideration. Appliances that are easy to operate are suitable for users of all ages. For instance, a simple - to - use microwave oven with clear buttons and functions can be easily mastered by the elderly and children. This can bring great convenience to our daily life and make the use of home appliances a pleasant experience rather than a troublesome task.In conclusion, when buying home appliances, we should comprehensively consider environmental protection indicators, service life and ease of operation to ensure that we can choose the most suitable appliances for our needs.5When it comes to purchasing home appliances, there are several important aspects that we need to pay attention to.First of all, market research is essential. We should keep an eye on the popular trends of home appliances. Different types of home appliances may have different trends in different seasons or years. For example, smart appliances are becoming more and more popular nowadays. They can be connected to our smartphones and be controlled remotely, which brings great convenience to our lives. By understanding these trends, we can make more informed decisions and choose appliances that are not only in line with the current fashion but also meet our long -term needs.Secondly, user reviews play a crucial role. We can check online platforms or ask friends and family who have used certain appliances. User reviews can give us a clear picture of the product's advantages and disadvantages. If a product has a lot of positive reviews regarding its durability, functionality, and ease of use, it is more likely to be a good choice. On the contrary, if there are many complaints about a particular appliance, such as frequent breakdowns or poor after - sales service, we should think twice before buying it.Finally, it is highly recommended to have a hands - on experience. If possible, we should go to the physical stores to test the operation of the home appliances. We can check the buttons, the interface, and the overall feel of the appliance. For example, when buying a refrigerator, we can open the door to see if it is easy to open and close, and whether the internal space layout meets our requirements. By doing so, we can ensure that the appliance we choose is truly suitable for us.In conclusion, when purchasing home appliances, market research, user reviews, and hands - on experience are all important factors that we cannot ignore. Only by carefully considering these aspects can we buy home appliances that are satisfactory and cost - effective.。

一个消费者的倡议书英文

一个消费者的倡议书英文Dear [Company Name],I am writing to express my concerns and suggestions regarding your products and services as a loyal consumer. As a responsible consumer, I firmly believe in the importance of sharing feedback to help in the improvements and development of your offerings.Firstly, I would like to appreciate the effort your company puts into producing high-quality products. The attention to detail and commitment to excellence have always been evident. However, I would like to highlight a few areas where I believe there is room for improvement.One aspect that particularly stands out to me is the packaging of your products. While I understand the importance of attractive packaging to catch the consumers' attention, I would like to emphasize the need for eco-friendly materials. Considering the rising concerns about environmental degradation, it would be highly appreciated if your company strives to use more sustainable packaging options, such as biodegradable or recyclable materials. This initiative would not only contribute to conservation efforts but also attract environmentally-conscious consumers. Furthermore, the convenience of online shopping cannot be overstated in today's digital age. As an avid online shopper, I have noticed occasional delays in delivery and lack of tracking information for orders. I kindly suggest focusing on addressing these issues to enhance the overall customer experience. Providing real-time updates and ensuring timely delivery would significantlycontribute to customer satisfaction and loyalty.Moreover, I have noticed a lack of diversity in your promotional campaigns. Representation matters, and embracing diversity can help your brand capture a wider audience. By featuring individuals from different backgrounds, ethnicities, and age groups, your company can create a more inclusive image, making consumers like myself feel seen and valued.Lastly, I would like to propose the introduction of a loyalty rewards program. Rewarding repeat customers with exclusive discounts, promotions, or personalized offers would not only encourage customer retention but also generate positive word-of-mouth marketing.In conclusion, I genuinely appreciate the efforts your company has made thus far in providing quality products and services. However, by addressing the issues of eco-friendly packaging, improving online shopping convenience, enhancing diversity in marketing campaigns, and introducing a loyalty rewards program, I believe your company can further excel in its commitment to customer satisfaction and make a positive impact on society.Thank you for considering my suggestions, and I hope my feedback contributes to the continuous growth and success of your esteemed company.Sincerely,[Your Name]。

如何做一个合格的消费者英语六级作文

如何做一个合格的消费者英语六级作文全文共6篇示例，供读者参考篇1How to Be a Good ConsumerHi friends! Today I want to talk to you about being a good consumer. What does that mean? Well, it means making smart choices when you spend your money on stuff. It's important to be a good consumer because it helps you, your family, and even the whole world!The first step to being a good consumer is learning the difference between things you want and things you need. The things you need are really important - like food, water, a place to live, clothes to wear, and so on. The things you want are just extras that would be nice to have, but you can live without them. Like the latest video game, a fancy new bike, or a giant lollipop as big as your head! Those would all be awesome, but you don't absolutely need them to survive. Whenever you're deciding whether to spend your money, ask yourself "Is this something I truly need or just something I want?" It's okay to get yourself atreat sometimes, but you've got to make sure all your needs are covered first.Another part of being a good consumer is doing your research before making a purchase. Don't just buy the first thing you see - compare your options! Look at different brands, different models, different prices. Read reviews online from people who have bought the product already. That way you can make sure you're getting the best quality for your money. My dad is always telling me "We work hard for our money, so we need to spend it wisely on good products that will last."You should also consider whether a product is really worth the price. Sometimes companies try to charge way too much money for something, just because they put a popular brand name or logo on it. Like a plain t-shirt with a brand name can cost 30 when a plain shirt with no logo is only 5! That brand name shirt isn't 6 times better quality, they just charge more because they know people will pay for the logo. As a smart consumer, you've got to be careful about getting ripped off.Watching out for tricks that companies use to make you spend more money is another important part of being a good consumer. Have you ever gone to the grocery store with your parents when you're hungry? Everything looks so delicious andyou want it all! That's because grocery stores are designed to make you buy more stuff than you need. They put tempting snacks in the checkout line, they play yummy baking smells through the vents, and they make the veggie section dark and boring compared to the candy section which is all bright and colorful. Marketing tricks like that can really sucker you into spending more than you wanted!Speaking of grocery stores, being a good consumer also means being aware of things like food waste, packaging waste, and environmental impact. Buying exactly what you need and will eat helps cut down on food being thrown away. And buying products with minimal packaging or reusable/recyclable packaging creates less trash in landfills. You can even bring reusable bags to carry your groceries! Taking little steps like that is good for the planet.Another way to be an awesome consumer is by supporting companies that treat their workers and the environment well. Some companies try to save money by overworking employees or polluting nature with their factories. As a consumer, you can "vote with your dollars" and choose to buy products from companies that have fair labor practices and care about sustainability. Your money is powerful!It's also good to be a conscious consumer when it comes to advertising. Ads are everywhere trying to convince you that you absolutely need the latest product to be happy. But most of the time, those products won't actually make you that much happier. You've got to learn to separate facts from manipulation in advertising. If something sounds too good to be true, it probably is!One final tip for being a great consumer: Take good care of the things you buy so you don't have to replace them as often. Whether it's an electronic device, clothing, toys, or anything else, following the manufacturer's instructions on maintenance and cleaning will help your purchases last much longer. My mom is always nagging me to be more careful with my things so they don't break as fast. I've got to admit, she's right!So there you have it friends - lots of great advice for being a smart, responsible, environmental-friendly consumer. It might seem like a lot to think about, but you'll get the hang of it with practice. The most important thing is to be thoughtful about how you spend your money rather than just buying anything and everything you see. Making good consumer decisions helps you, your family, and the whole planet. How awesome is that? Okay,time for me to go return this monster truck I impulsively bought last week...just kidding! See you next time!篇2How to Be a Good ConsumerHi friends! Today I want to talk to you about being a good consumer. What does that mean? Well, a consumer is someone who buys and uses products and services. Pretty much all of us are consumers! We consume things like food, toys, clothes, books, video games, and so much more.Being a good consumer is really篇3How to Be a Qualified ConsumerHi friends! My name is Emily and I'm going to teach you all about being a qualified consumer today. That means knowing how to spend your money wisely and make good choices when buying things. It's super important, even for kids like us!The first step is doing your research before making any big purchases. Let's say you really want the latest video game that all your friends have been talking about. Before asking your parentsto buy it, you should look up reviews online from people who have already played it. See what they liked and didn't like about the game. Watch some gameplay videos too so you can see if it actually looks fun or not.If the reviews are mostly positive and the gameplay looks awesome, then it might be worth the money! But if lots of people are complaining about bugs or saying the game is boring, you may want to skip it. Nobody wants to waste their hard-earned allowance on something lame, right?Speaking of allowances, it's also really important to make a budget and stick to it. That means planning out how you'll spend your money instead of just blowing it all in one place. Maybe you get 10 a week from your parents. You could put 5 in your piggy bank for saving up for something awesome later. The other 5 lets you buy a treat like an ice cream or some stickers that week.Having a budget helps you spend responsibly and not go overboard. It's too easy to fritter away all your cash on cheap plastic toys or junk food that you'll forget about in a week. Setting aside money for your bigger goals, like that sweet new skateboard you've been eyeing, will feel so much more rewarding.Once you've done your research and made a budget, it's time to actually go shopping! This is where you need to be a smart consumer and find the best value for your money. You don't just want to buy the first option you see without comparing prices and quality.Let's look at an example. Say you've saved up 20 to buy a new backpack for school and you really want one with a cool design of your favorite superhero on it. You find one for 25 at the store near your house. It's bright and vibrant, with the superhero emblem printed right on the front pocket. Awesome, right?But before whipping out your cash, you should check a few other places too. Maybe you could find that same backpack for cheaper online. Or perhaps a store further away has an even cooler backpack design of that superhero doing a sweet kick-flip down to 18. Taking the time to compare your options helps you get the best product for your budget.You'll also want to check reviews to make sure the backpack is well-made and won't rip after a few weeks of use. Spending a few more dollars on a higher quality one could be better than replacing a cheaply made bag every year.Another important skill is recognizing marketing tricks that companies use to get you to spend more money than you needto. For example, let's say you see an ad for an "amazing value pack" of your favorite candy that comes with twice as much as the regular size...but it costs three times the price! That's actually not a very good value at all when you do the math.Companies also lovetry to make you think you're getting a great "limited time" deal to rush you into buying. But that same deal Probably comes back again a few months later. Don't feel pressured to impulse buy something you'll regret.Finally, be a skeptical consumer and don't just believe every claim companies make about their products. If a cereal commercial tells you their cereal is "part of a nutritious breakfast," well, that's pretty vague. The cereal itself could still be full of sugar and empty calories. Always check nutrition labels and ingredients instead of going by flashy advertising alone.The same goes for brands that hype up their products as being environmentally friendly or ethically made. While that's awesome if it's true, make sure to verify those claims through trusted third-party sources before buying. Some companies will greenwash their products and stretch the truth to get youreco-conscious money.Whew, there's a lot to keep in mind to be a qualified consumer! But don't worry, it gets easier with practice. Do yourresearch, budget carefully, compare options, and stay wary of marketing ploys. Before you know it, you'll be a super savvy shopper scoring the best values every time!I hope these tips help you learn to spend your money wisely from an early age. Having good consumer skills will save you so much money and buyers remorse throughout your whole life. Keep making smart choices, friends!篇4How to Be a Qualified ConsumerHi friends! Today I want to talk to you about being a good consumer. As kids, we don't have lots of money to spend, but we still buy things sometimes with our allowance or gift money. It's important that we learn to be smart consumers from a young age!First of all, what is a consumer? A consumer is someone who buys goods and services. Whenever you buy a toy, a book, an ice cream cone, or pay to go to a movie, you are being a consumer. Companies try really hard to get consumers to buy their products through advertising and marketing. That's why we see so many commercials on TV and online.To be a good consumer, we need to learn to make wise choices about what we spend our money on. We shouldn't just buy anything companies try to sell us. Instead, we need to be selective and spend our money carefully on things we really need or really want.One of the most important things is to do your research before making a purchase. Don't just buy the first thing you see. Look at different options, compare prices, read reviews from other consumers. These days, it's easy to go online and quickly find a ton of information about any product.For example, let's say you want to buy a new video game. You can't just get the first one you see advertised. You need to look at gameplay videos, read reviews from kids your age, compare prices at different stores. You may find that one game gets much better reviews than another. Or that one store has it for 10 less. Doing this research helps ensure you spend your money wisely on a good product.It's also really important to understand exactly what you are buying. As consumers, we have to be careful about misleading marketing and make sure we know what we're really getting. Companies often try to hype up their products and make them seem much better than they really are.A commercial for a new snack might make it look absolutely delicious. But when you read the nutrition label, you see it's actually full of sugar, fat and artificial ingredients. That's not a very healthy snack at all! The advertising was deceiving. So we have to look beyond the flashy commercials and promises to understand what we're truly buying.Another key part of being a good consumer is considering if we truly need or want something before buying it. We all know what it's like to really, really want a toy after seeing an exciting commercial for it. Companies make their products look extremely appealing so that we desperately want them.But often, that crazy desire goes away quickly after we get the toy. Or we realize it's not nearly as fun as it looked. That's why it's best to wait a little while instead of instantly buying anything we impulsively want. Give it some time and thought first.It's also good to consider if there are more affordable alternatives that could satisfy us just as well. For instance, instead of asking for the very expensive branded toy, we could look for a similar but cheaper generic version. As long as it's safe and does the same thing, it may be a smarter purchase.And of course, we should always live within our means as consumers. There's no point in spending more money than we actually have or can afford. That's how people can get into debt problems. We have to be realistic about our budgets and money limits when shopping.Finally, I want to talk about being a responsible and ethical consumer. This means being conscious about where products come from and how they are made. We shouldn't support companies that utilize unethical practices like child labor, environmental destruction or animal cruelty.Whenever possible, we should try to buy products that are ethically made with sustainable and eco-friendly practices. We can also support local businesses, artists and entrepreneurs in our communities. Buying from regular people instead of huge corporations is good!As you can see, there's a lot to think about to be a truly good consumer. We have to do research, read labels carefully, resist misleading advertising and impulse buys, live within our means, and be ethical. It's not just a matter of carelessly buying whatever looks fun in the moment. We have to make wise, informed, and principled decisions as consumers.I know it sounds like a lot of work, but it's an important skill to develop. The companies selling products obviously care most about making money from us as consumers. We have to look out for our own interests and be smart about how we spend. That way, our money gets used effectively and not wasted.If we all become more qualified and conscientious consumers from a young age, we'll end up making better purchases throughout our whole lives. We'll get good value for our money and support good companies and products. So let's all try our best to be awesome consumers, ok? Our future selves will thank us!篇5How to Be a Good ConsumerHey kids! Do you ever go shopping with your parents or family? Maybe you love looking at all the cool toys, video games, and clothes in the stores. Or perhaps you get excited thinking about which yummy snacks you want to buy. Shopping can definitely be fun!But did you know that being a good consumer is about more than just buying whatever looks good? There are some important things to keep in mind so you don't waste money orharm the environment. Let me share some tips with you on how to be a smart and responsible consumer!Tip #1: Make a List Before ShoppingBefore heading to the store, take a few minutes to make a list of what you actually need. This prevents you from impulse buying a bunch of stuff you don't really want or need. Your parents will really appreciate you helping to stick to a budget! Making a list also allows you to plan ahead and avoid forgetting important items.Tip #2: Research ProductsOnce you know what you want to buy, do a little research on different brands, models, and options before making your choice. Read reviews online from other customers to get an idea of which products are good quality and worth the price. This can save you from ending up with something disappointing or having to replace it quickly.Tip #3: Buy Quality Over QuantityWhen possible, it's better to buy one or two really nice,well-made items rather than a bunch of cheap stuff that won't last very long. Quality products tend to be more durable and longer-lasting, so you get your money's worth in the end.They're also usually better for the environment since you don't have to keep replacing them as often.Tip #4: Look for Eco-Friendly OptionsSpeaking of the environment, it's important to keep sustainability in mind when shopping. Whenever you can, choose products made from recyclable or renewable materials. Also, be on the lookout for items with minimal packaging to cut down on waste. Buying second-hand items is another great eco-friendly option that keeps stuff out of landfills.Tip #5: Only Buy What You NeedA big part of being a good consumer is only purchasing things you really need and will actually use, rather than just buying stuff because it looks cool or fun at the moment. Getting into the habit of making mindful purchases prevents a lot of waste and clutter. So unless it's something you truly need, it's best to walk away!Tip #6: Take Care of Your BelongingsTo get the most value and longevity out of the things you do buy, you have to take good care of them. Follow any care instructions and clean/maintain your items properly. Fixing andrepairing products when possible, rather than instantly replacing them, is also an excellent way to be a responsible consumer.Tip #7: Recycle and DonateEventually, there will come a time when you need to get rid of some possessions you no longer use or want. Instead of just throwing those items in the trash, look into recycling or donating them. Recycling keeps materials out of landfills, while donating allows others to reuse your unwanted belongings.There you have it - seven tips for being a smart, eco-friendly consumer! I know it might seem like a lot to remember at first, but I'm certain you can do it. Making good choices as a consumer helps the environment, saves money, and sets you up for success. Doesn't that sound awesome?So next time you go shopping with your family, keep these tips in mind. You'll be a super responsible kid consumer in no time! Just remember to have fun while being wise with your purchases. Happy shopping!篇6How to Be a Good ConsumerHi friends! Today I want to talk to you about being a good consumer. When you're a kid, you probably don't think too much about consuming and buying stuff. Your parents usually buy what you need. But as you get older, you'll start spending your own money and it's important to be a smart consumer.Being a good consumer means making wise choices when you spend your money. It means not wasting money on junk you don't really need. It means doing research to find the best products at the best prices. And it means understanding your rights as a consumer too!The first step to being a good consumer is learning the difference between wants and needs. A need is something you must have to survive, like food, water, shelter and clothing. A want is something you would just really like to have, like a new video game or toy. It's okay to spend money on wants sometimes, but you have to make sure you take care of your needs first.When you're deciding if you really need something, ask yourself questions like: Will I actually use this? How long will it last? Is there a cheaper option that works just as well? Doing a little thinking first can save you a lot of money in the long run.The next step is research, research, research! Before you spend your money, you should always look into the options out there. Read reviews online, ask friends and family for advice, and compare prices at different stores. Sometimes the cheapest option isn't the best quality. And sometimes you can get a great deal by buying used or looking for sales and coupons.My top tips for researching products are: make a list of the features you really want, set a budget range, read reviews from multiple sources, and don't just automatically choose the most popular brand name. The more you research, the less likely you'll be disappointed with your purchases.Okay, so you've figured out your needs, done your research, and picked out a product. Now it's time to be a smart shopper when you actually go to buy it. Some great shopping tips are:•Make a shopping list and stick to it - not having a plan makes it too easy to overspend on impulse buys•Never go shopping when you're hungry, tired or stressed - you'll be tempted to splurge•Wait 24 hours before buying anything over 20 or so - taking a pause can prevent buyer's remorse•Pay with cash instead of credit cards when possible - it's harder to overspend with limited cash•Check for discounts like coupons, promo codes, student deals, etc.•Compare prices online and in-store•Avoid buying extended warranties for inexpensive itemsIf you aren't careful, it's really easy to waste money through bad shopping habits. But if you stick to a smart game plan, you can save tons of money as a consumer.The last key part of being a good consumer is knowing your rights. Thanks to consumer protection laws, you have rights when you buy goods and services. As a consumer, you have the right to:•Be treated fairly and not get tricked by deceptive market ing or sales practices•Get what you paid for - products should work as advertised•Receive refunds and returns for defective merchandise•Have access to important product information like ingredients or materials•Get proper warnings about hazards or risks associated with a product•Not get charged for items you didn't agree to buyIf a business ever violates your consumer rights, you can report them to consumer protection agencies and possibly get your money back or other compensation.Overall, being a good consumer means being smart with your money from start to finish. Do research, make wise choices, be a savvy shopper, and know your rights. If you develop good consumer habits early on, you'll save yourself so much money, time, and hassle in the long run.Spending money is actually a skill, and it's one that takes practice. Start trying out these consumer tips with your allowance money and you'll be a skilled shopper before you know it. Remember, every cent you waste is a cent you can't spend on something you really want later. So be a good consumer now and watch your savings grow!。

介绍产品和客户之间的对话英语作文

介绍产品和客户之间的对话英语作文Customer: Hi, I'm interested in learning more about your products. Can you tell me about the features and benefits?Product: Sure, I'd be happy to. Our product is a high-quality, durable and user-friendly tool that is designed to meet the needs of professionals in various industries. It offers a wide range of features including advanced technology, ergonomic design, and versatile functionality. The benefits of our product include increased productivity, improved efficiency, and cost savings.顾客：你好，我对你们的产品很感兴趣，可以告诉我一些产品的特点和优势吗？产品：当然，我很乐意。

我们的产品是一款高质量、耐用且用户友好的工具，旨在满足各行业专业人士的需求。

它提供了一系列的功能，包括先进技术、人体工程学设计和多功能性。

我们产品的优势包括提高生产力、提高效率和节约成本。

Customer: That sounds impressive. Can you provide more details about the technology used in your product?Product: Absolutely. Our product utilizes state-of-the-art technology that is designed to enhance performance andreliability. It incorporates advanced sensors, precision engineering, and intelligent control systems to deliver superior results. The technology used in our product setsit apart from other similar products on the market.顾客：听起来很不错。

消费者购买家电时考虑因素的英语作文

English Essay on Factors Consumers Consider When Purchasing Home AppliancesTitle: Navigating the World of Home Appliances: Key Considerations forConsumersIn today's digital age, home appliances have become indispensable components of modern living, enhancing our daily routines and making life more convenient. However, with an abundance of choices available in the market, selecting the right home appliances can be a daunting task. Here are some of the key factors that consumers typically consider when making such purchases.1. Budget and Cost-Effectiveness:One of the foremost considerations for any consumer is their budget. Home appliances come in a wide range of prices, and it's essential to identify the products that offer the best value for money. Consumers often compare prices, features, and long-term running costs to ensure they make a cost-effective decision.2. Quality and Durability:The quality and durability of home appliances are paramount to their longevity and overall satisfaction. Consumers look for brands with a proven reputation for reliability and durability, as well as favorable customer reviews. High-quality appliances tend to perform better, require fewer repairs, and ultimately save money in the long run.3. Energy Efficiency:With the increasing awareness of environmental conservation and energy bills, energy efficiency has become a significant factor in purchasing decisions. Consumers prefer appliances with low energy consumption ratings, such as those certified by ENERGY STAR, as they help reduce electricity bills and contribute to a greener planet.4. Features and Technology:Advancements in technology have led to home appliances equipped with an array of innovative features. Consumers often weigh the importance of these features based on their lifestyle and needs. For instance, smart appliances that can be controlled remotely or integrated with home automation systems are highly sought after by tech-savvy individuals.5. Design and Aesthetics:The design and aesthetics of home appliances also play a role in consumers' purchasing decisions. Appliances that blend seamlessly into the home's interior design or offer a sleek, modern look can enhance the overall appearance of the living space. Color, size, and style are all important considerations.6. Warranty and Customer Service:A robust warranty policy and excellent customer service are crucial for consumers.A lengthy warranty can provide peace of mind, knowing that any issues that arise during the coverage period will be addressed promptly. Additionally, responsiveand helpful customer service can significantly impact the overall satisfaction witha product.7. Brand Reputation:The reputation of the brand is another factor that influences consumers' choices. Brands with a long history of delivering quality products and excellent customer service tend to have a higher level of trust among consumers.In conclusion, when purchasing home appliances, consumers consider a multitude of factors ranging from budget and quality to energy efficiency, features, design, warranty, and brand reputation. By carefully weighing these considerations, consumers can make informed decisions that align with their needs, preferences, and values.中文翻译：消费者购买家电时考虑的因素标题：家电世界导航：消费者购买时的主要考虑因素在当今的数字化时代，家电已成为现代生活中不可或缺的一部分，它们改善了我们的日常活动，使生活更加便捷。

跨境电商英语作文有关卖产品的注意事项

跨境电商英语作文有关卖产品的注意事项1. Emphasize the positive effects of the product.Online consumers are still risk-averse and cannot see the physical image of the products they buy online, so it is important to see if your product descriptions can make consumers feel trusted. In particular, emphasise what benefits your product has that users are unaware of. Research shows that consumers do not read the entire description, so headlines can be used to emphasise the focus of the product.2. Less is more.It should be as concise as possible, no one wants to see article like on a product description - unless you are selling a product. Keep text descriptions for specific products to 100-300 words. Keep an eye on your headline, if the consumer doesn't like the headline they will ignore it.3. Be as truthful as possible.Don't describe the product too absurdly. Sellers may think their product is the best in the world, but try to avoid using these descriptions if they can't really be proven, as this will only make your product look worse. If the product has won an award, make a note of it or prove that your product is really good through consumer feedback. Not only are customer reviews good for SEO, but they will also increase sales by 18%.4. Know the user.No matter what the seller is selling, answering potential user questions helps communication. Be empathetic with the consumer. Sellers and buyers feel differently about product descriptions, so an onlooker's perspective can help you see things from the consumer's point of view. Customers are looking for the value of your item, they want to understand the benefits of the item, why they would need it, how they are going to use it and how it will solve these problems for them.5. Refuse to copy and paste.When entering a shop, sellers certainly don't want to see a salesperson pointing to the person next to them and saying, "The product is exactly as he says it is". The same product description. Copying and pasting it on another website does not help you win customers and Google is penalised for it. Therefore, it's best to be original in your descriptions and use your language to attract customers and not bore them.。

消费者购买家电时考虑因素的英语作文

消费者购买家电时考虑因素的英语作文When consumers consider purchasing home appliances,there are several factors that they take into account. These factors can include the brand reputation, product features, energy efficiency, price, and after-sales service.First and foremost, consumers often consider the brand reputation when purchasing home appliances. A well-established and reputable brand often gives consumers a sense of trust and reliability in the product. They aremore likely to choose a brand that has a good reputationfor quality and durability.Secondly, consumers also look at the features of the product. They want to ensure that the appliance has the functionalities that meet their specific needs. For example, when purchasing a refrigerator, consumers might look for features such as adjustable shelves, ice and water dispensers, and energy-saving modes.Energy efficiency is another important consideration for consumers. With the increasing awareness of environmental issues, many consumers are looking for appliances that areenergy-efficient. They want to minimize their environmental impact and reduce their utility bills at the same time.Of course, price is always a significant factor in any purchasing decision. Consumers want to ensure that they are getting a good value for their money. They may compareprices from different retailers and look for promotions or discounts to get the best deal.Finally, after-sales service is also crucial for consumers. They want to know that if they encounter any issues with the appliance, the manufacturer or retailerwill provide adequate support and assistance. This can include warranties, easy access to spare parts, and responsive customer service.In conclusion, when purchasing home appliances, consumers consider factors such as brand reputation,product features, energy efficiency, price, and after-sales service. These considerations help them make informed decisions and ensure that they are getting the bestpossible product for their needs.消费者购买家电时考虑的因素有很多。

消费者英语发言稿范文

Good morning/afternoon/evening! It is a great pleasure to stand before you today and share my thoughts as a consumer. As we navigate the vast landscape of products and services available in the market, it is essential that we, as consumers, voice our opinions, concerns, and expectations. In this speech, I will discuss the importance of consumer rights, the challenges we face, and the role we play in shaping the market.First and foremost, let us acknowledge the significance of consumer rights. As consumers, we have the right to be informed, to be heard, and to be protected. The right to be informed means that we should have access to accurate and transparent information about the products and services we purchase. This includes understanding the ingredients, features, benefits, and potential risks associated with the products. The right to be heard is crucial, as it allows us to express our opinions, feedback, and concerns to the companies that produce and sell these products. Lastly, the right to be protected means that we should be safeguarded against deceptive practices, unsafe products, and unfair business practices.One of the most pressing challenges we face as consumers is the rapid pace of technological advancements. With the advent of e-commerce, we now have access to a plethora of products and services from around the world. While this is beneficial in many ways, it also makes it easierfor businesses to engage in misleading advertising and sell substandard products. As consumers, we must be vigilant and do our homework before making a purchase. Reading reviews, comparing prices, and checking the credibility of the seller are some essential steps we can take to ensure we are making informed decisions.Another challenge is the issue of sustainability. As the world grapples with environmental concerns, it is our responsibility to demand eco-friendly products and services. We should support companies that prioritize sustainability in their production processes and encourage others to follow suit. By doing so, we not only contribute to the well-being of our planet but also send a powerful message to the market that sustainability is a priority for consumers.The role we play in shaping the market is significant. Our purchasing decisions have the power to influence the market dynamics. When we vote with our wallets for quality, innovation, and social responsibility, we encourage businesses to align their practices with our values. Conversely, if we tolerate poor quality and unethical behavior, we may inadvertently contribute to the perpetuation of such practices.To foster a more consumer-friendly market, I would like to propose the following recommendations:1. Strengthen consumer protection laws: Governments should enact and enforce stringent consumer protection laws to ensure that businesses operate fairly and ethically.2. Promote consumer education: By educating consumers about their rights and responsibilities, we can empower them to make informed decisions and hold businesses accountable.3. Encourage transparency: Companies should be transparent about their business practices, including their sourcing, production, anddistribution processes.4. Support local and sustainable products: By choosing locally produced and sustainable products, we can reduce our carbon footprint and support local economies.5. Engage in social responsibility: Consumers should activelyparticipate in social initiatives and hold businesses accountable for their impact on society and the environment.In conclusion, as consumers, we have the power to shape the market and influence the direction of businesses. By exercising our rights, being informed, and making conscious choices, we can create a more just, sustainable, and ethical marketplace. Let us join hands and work together to build a world where consumers' voices are heard and their rights are protected.Thank you for your attention, and I look forward to hearing your thoughts and ideas as well.[Your Name]。

消费者权益保护的英语

消费者权益保护的英语Consumer rights protection is an important aspect of ensuring fair and ethical business practices. It encompasses a wide range of rights and responsibilities, which are designed to protect consumers from unfair or deceptive practices. These rights include the right to safety, the right to be informed, the right to choose, and the right to be heard.The right to safety ensures that products and services are safe for use and consumption. This means that businesses must adhere to safety standards and regulations to ensure that their products do not pose a risk to consumers.The right to be informed requires businesses to provide consumers with accurate and truthful information about their products and services. This includes clear and transparent pricing, as well as information about the features, benefits, and potential risks of a product or service.The right to choose allows consumers to have a variety of options and alternatives in the marketplace. This means that businesses should not engage in practices that limit or restrict consumer choice, such as price fixing or monopolistic behaviors.The right to be heard ensures that consumers have a voice in the marketplace and can provide feedback and complaints about products and services. This includes the right to seek redress and compensation for any harm or dissatisfaction caused by a product or service.In addition to these rights, consumers also have the responsibility to be aware and informed about their rights and to make responsible and ethical purchasing decisions.消费者权益保护是确保公平和道德商业行为的重要方面。

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UNIVERSITY OF PORTLAND
Karyn Bergman
ICF KAISER ENGINEERS
i
In these days of mature markets and ever-increasing competition, marketers must work harder than ever to make successes of their products. A clear, consistent brand image and a long-term relationship with the consumer are critical to a marketers success in todays marketplace. Integrated marketing communications (IMC) is a coherent, consumer-oriented alternative to more traditional, product-focused approaches to marketing. A cornerstone of IMC is the establishment and long-term maintenance of a mutually beneficial consumer-marketer relationship. One organization that has proven especially effective at such relationships is the QVC television home shopping channel. This paper presents a case study of QVC, in which taped interactions between QVC program hosts and viewers are examined. The interactions show that hosts systematically form parasocial relationships with viewers and use these relationships to encourage viewers to purchase products from QVC. The article closes with a discussion of implications for other marketers who wish to establish such relationships with consumers.
Interactive media (e.g., on-line computer services, television home shopping, interactive TV) provide an especially hospitable environment for IMC, because consumer responses are immediate. Moreover, via interactive media, an IMC program can offer the consumer audience a benefit never before associated with mass media advertising: a continuing relationship, not just with a company or a product, but with another human being. Currently the one interactive marketer that appears to recognize the unique value of such a relationship is the television home shopping channel Q v c , the leader in the growing $2.8 billion TV home shopping industry (Williamson, 1995). In particular, QVC uses a soft-sell approach that contrasts sharply with the hard-sell approach traditionally associated with television home shopping and direct response commerdais (Bradley, 1992). The on-air sales staff at QVC are warm,
WOrk.
n these days of mature markets, increasing competition, and sophisticated, wary consumers, marketers must work harder than ever. A clear, consistent brand image and a long-term relationship with the consumer are critical to a marketer's success in today's marketplace. In essence, what is required is a synergistic approach, in which all marketing efforts work in concert to deliver a coherent message to consumers. The concept of integrated marketing communications (IMC) has recently emerged to meet the challenges of an environment that the traditional "Four P's" approach to marketing cannot
ISSN 0148-2963/96/515.00 Pn 50148-2963(96)00069Fra bibliotek0194
J BUSh Res 1996:37:193-200
D.L. Stephens et al.
friendly, and spontaneous; they downplay the reality that they are on the air to sell products and express a personal interest in their audience (Schu, 1992). Q v c now boasts 50 million viewers across the United States (Rubin, 1995), and attracts 100,000 new viewers every month (Underwood, 1993). And six out of 10 Q v c customers become repeat purchasers (Underwood, 1993). We examine taped interactions between QVC program hosts and viewers in an effort to determine just what it is about the QVC experience that attracts and hold such great numbers of viewers. In the next section, the QVC environment and its consumer benefits will be described. Then the relationship between host and consumer will be discussed in light of communication research findings on how viewers form relationships with television figures. Next the potential costs to consumers of maintaining the viewer-host relationship will be examined. A description of the methods of data collection and analysis will follow. Finally, the study's results and implications for IMC programs are discussed.
I
Address correspondenceto Debra Lynn Stephens, Universityof Michigan Business School, 701 Tappan Street, Ann Arbor, MI 48109-1234. Journal of BusinessResearch37, ?93-200 (1996) Q 1996 ElsevierScience Inc. 655 Avenue of the Americas, New York, NY 10010
© 1996 Elsevier Science Inc. ] BUSNaES 1996. 37.193--200
accommodate. Schultz, Tannenbaum, and Lauterborn (1994) describe IMC in terms of "Lauterbom's Four Cs:" Forget Product. Study Consumer wants and needs. You can no longer sell whatever you can make. You can only sell what someone specifically wants to b u y . . . Forget Price. Understand the consumer's Cost to satisfy that want or n e e d . . . Forget Place. Think Convenience to b u y . . . Finally, forget Promotion. The word in the '90s is Communication. (Schultz, Tannenbaum, and Lauterborn, pp. 12-13) According to Schultz et al. (i 994), an effective IMC program focuses first on the consumer; that is, every communication is assessed in terms of the consumer response it elicits. And the context in which the communication is delivered is considered at least as important as the content of the message; good timing and the right setting are essential for a persuasive message to

Enhancing the Consumer-Product Relationship Lessons from the QVC Home Shopping Channel

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