市场营销专业英语_chapter_2_3PPT教学课件
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=A is composed of a,b,c,d =A is comprised of a,b,c,d (However, a,b,c,d compose or comprise A. f.e. E2n0g20la/1n2d/1,0 Scotland and Wales compose the island of Great Britain) 9
Buyer responses Pro duct choice Brand choice Dealer choice Purchase timing Purchase amount
Source: Russell S. Winer, Marketing Management, 清华大学出版社， 2002
Words and Expressions 2
dealer n. 经销商 turn or change A into B e. 把A转变成B
nature of sth. n. 某事物的特征或本质
influence=affect vt. 影响…
satisfy or meet a need e. 满足需求
2020/12/10
6
2.3.2 The Buyer Decision Process for New Products (购买者对新产品的决策过程模型)
Stages in the Adoption Process（采纳过程模型）
Consumers go through five stages in the process of adopting a new product:
Adoption: The consumer decides to make full and regular use of the new product.
2020/12/10
7
Individual Differences in Innovativeness
（对于创新性（产品或新产品）的个体差异）
Influence of Product Characteristics on Rate of Adoption ((新)产品特性对采纳率的影响)
Relative advantage（相对优势）
Compatibility（兼容性或相容性）
Complexity（复杂度）
Divisibility（可分性）
Marketing and other stimuli
Marketing Other
Product Economic
Place
Technological
Price
Political
Promotion Cultural
Buyer’s black box Buyer Buyer Charact- decision eristics process
Professional English for Marketing
Chapter 2 (3rd part)
2020/1onsumer behavior
2020/12/10
2
Contents
2.1 The Buyer Decision Process
2.1.1 Stages in the Buyer Decision Process
Evaluation: The consumer considers whether trying the new product makes sense.
Trial: the consumer tries the new product on a small scale to improve his or her estimate of its value.
commodity n. [kə‘moditi] n. 商品，货物；日用品
2.1.2 Types of consumer buying decisions and consumer involvement
2.1.3 Factors Determining the Level of Consumer Involvement
2020/12/10
3
2.2 Factors Influencing Consumer Behavior
Awareness: The consumer becomes aware of the new product, but lacks information about it.
Interest: The consumer seeks information about the new product.
C2o020m/12m/10 unicability（可传播性）
8
Words and Expressions 1
in detail e. 详细地
respond to e. 对…做出反应 advertising appeals n. 广告诉求 have an advantage over sth. e. 相对...有优势 stimuli n. ['stimjulai] stimulus的复数 black box n. 黑箱，只知道输入和输出的东西 figure out e. 约=find out 发现，算出，找出 A consists of a,b,c,d… e. A由a,b,c,d等组成
2.2.1 Cultural Factors
2.2.2 Social Factors
2.2.3 Personal Factors
2.2.4 Psychological Factors
2020/12/10
4
2.3 Models of Consumer Behavior
2.3.1 Models of Consumer Behavior (消费者行为模型)
2.3.2 The Buyer Decision Process for New Products (购买者对新产品的决策过程模型)
2020/12/10
5
2.3 Models of Consumer Behavior
2.3.1 Models of Consumer Behavior
(消费者行为模型)
Buyer responses Pro duct choice Brand choice Dealer choice Purchase timing Purchase amount
Source: Russell S. Winer, Marketing Management, 清华大学出版社， 2002
Words and Expressions 2
dealer n. 经销商 turn or change A into B e. 把A转变成B
nature of sth. n. 某事物的特征或本质
influence=affect vt. 影响…
satisfy or meet a need e. 满足需求
2020/12/10
6
2.3.2 The Buyer Decision Process for New Products (购买者对新产品的决策过程模型)
Stages in the Adoption Process（采纳过程模型）
Consumers go through five stages in the process of adopting a new product:
Adoption: The consumer decides to make full and regular use of the new product.
2020/12/10
7
Individual Differences in Innovativeness
（对于创新性（产品或新产品）的个体差异）
Influence of Product Characteristics on Rate of Adoption ((新)产品特性对采纳率的影响)
Relative advantage（相对优势）
Compatibility（兼容性或相容性）
Complexity（复杂度）
Divisibility（可分性）
Marketing and other stimuli
Marketing Other
Product Economic
Place
Technological
Price
Political
Promotion Cultural
Buyer’s black box Buyer Buyer Charact- decision eristics process
Professional English for Marketing
Chapter 2 (3rd part)
2020/1onsumer behavior
2020/12/10
2
Contents
2.1 The Buyer Decision Process
2.1.1 Stages in the Buyer Decision Process
Evaluation: The consumer considers whether trying the new product makes sense.
Trial: the consumer tries the new product on a small scale to improve his or her estimate of its value.
commodity n. [kə‘moditi] n. 商品，货物；日用品
2.1.2 Types of consumer buying decisions and consumer involvement
2.1.3 Factors Determining the Level of Consumer Involvement
2020/12/10
3
2.2 Factors Influencing Consumer Behavior
Awareness: The consumer becomes aware of the new product, but lacks information about it.
Interest: The consumer seeks information about the new product.
C2o020m/12m/10 unicability（可传播性）
8
Words and Expressions 1
in detail e. 详细地
respond to e. 对…做出反应 advertising appeals n. 广告诉求 have an advantage over sth. e. 相对...有优势 stimuli n. ['stimjulai] stimulus的复数 black box n. 黑箱，只知道输入和输出的东西 figure out e. 约=find out 发现，算出，找出 A consists of a,b,c,d… e. A由a,b,c,d等组成
2.2.1 Cultural Factors
2.2.2 Social Factors
2.2.3 Personal Factors
2.2.4 Psychological Factors
2020/12/10
4
2.3 Models of Consumer Behavior
2.3.1 Models of Consumer Behavior (消费者行为模型)
2.3.2 The Buyer Decision Process for New Products (购买者对新产品的决策过程模型)
2020/12/10
5
2.3 Models of Consumer Behavior
2.3.1 Models of Consumer Behavior
(消费者行为模型)