首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
You will hear a conversation between a sociologist and a retailer. They talk about what is going to influence the life style and
You will hear a conversation between a sociologist and a retailer. They talk about what is going to influence the life style and
admin
2014-02-03
23
问题
You will hear a conversation between a sociologist and a retailer. They talk about what is going to influence the life style and how the life style will affect the purchasing process.
For each question(23-30), mark one letter(A, B or C)for the correct answer.
After you have listened once, replay the recording.
According to the author, the most important social factor in purchasing process is
Retailer: A person’s life style has a significant effect on the purchasing process. So how do I determine and understand the life style of my target market?
Sociologist: The consumer’s activities, interests, and opinions or AIO can be used to analyze life styles and their impact on purchase behavior. Activities, interests , and opinions are especially useful when they can be related to demographic data. Grouping people according to these three criteria will reveal substantial differences in product usage, time spent shopping, enjoyment of shopping experience, location and hours of the store, and so on. A typical consumer AIO survey would include questions on membership, hobbies , travel, shopping, work, and entertainment activities, involvement in the home, the family, and community interests and feelings about economics, politics, and advertising. The use of the AIO measurement has also been called psychographics; it is in the early stages of development.
Retailer: So the AIO survey of consumers is not enough. What else should I pay attention to?
Sociologist: Culture, social class, reference groups and class consciousness are social dimensions of life style that have an impact on purchasing behavior. A person’s culture affects the importance of family, religion, education and other concerts. North Americans act differently than South Americans or Europeans because of their cultural heritage. For example, in the United States, purchasing decisions are more decentralized; religion has a declining impact on behavior. From a retailing perspective, the norms or standards of behavior that are influenced by culture are most important. Culture has an impact on all aspects of the purchasing process.
Retailer: How do social classes influence a person’s purchasing behavior?
Sociologist: Lower-class consumers have limited information sources and seek local, friendly retailers. Middle class consumers utilize media information and extensive search. They are willing to shop out of their neighborhoods. Upper- class consumers use media information and shop at prestige stores. For products or services that are conspicuous, reference groups have an important role in the purchasing process. Those reference groups that are face-to- face have the most impact on the purchasing process. The different types and uses of reference groups need to be understood, As an example, one’s neighbours are a membership reference group. However, a retailer must distinguish between the use of neighbours as a reference group by suburbanites and the use by city dwellers. The suburbanite will follow his or her neighbours and know them much better. City dwellers are more independent and know little about their neighbours.
Retailer: Don’t you think motives are very important in purchasing behavior?
Sociologist: Yes. Personality, motives, and performance are individual dimensions of life style that have an impact on purchasing behavior. A consumer’s personality traits affect the purchase process. For an impatient person, the process is short. For someone with little selfconfidence, the process is long. Post purchase satisfaction is very important to a status seeker. Consumers have different motives(reasons)when they buy products. Motives are critical when the consumer ranks alternatives and makes a final decision. Motives do change in different situations. A person’s performance in various roles determines his or her social acceptance and influences the purchasing process.
Retailer: Thank you very much. I think I’ve learned about the importance of life style
选项
A、reference groups.
B、social classes.
C、culture.
答案
C
解析
由原文“From a retailing perspective,thenorms or standards of behavior that are influencedby culture are most important.”可知,文化对于购买过程的影响是最大的。
转载请注明原文地址:https://jikaoti.com/ti/eReYFFFM
本试题收录于:
BEC中级听力题库BEC商务英语分类
0
BEC中级听力
BEC商务英语
相关试题推荐
Youareastaffofanironcompany.NowyourManagingDirectorwantstobuystockfromanothercompanyandasksyoutomakeasu
•Readthearticleaboutinternationalauditingstandards.•Foreachquestion31-40,writeonewordinCAPITALLETTERSonyour
•Readthefollowingarticleaboutmergeandthequestionsontheoppositepage.•Foreachquestion15-20,markoneletter(A,B,
HowtoapproachReadingTestPartThree•InthispartoftheReadingTestyoureadalongertextandanswersixquestions.•Fi
•Readthearticlebelowaboutpeoplewhobuyclothesasaninvestment.•Foreachquestion(31-40),writeonewordinCAPITALL
•Readthearticlebelowaboutpeoplewhobuyclothesasaninvestment.•Foreachquestion(31-40),writeonewordinCAPITALL
HowtoapproachReadingTestPartFour•ThispartoftheReadingTesttestsyourvocabulary•Readthewholetextquicklytofi
•Readtheextractbelowfromtheannualreportofabedmanufacturer.•Inmostofthelines(41-52)thereisoneextraword.I
•Readthejobadvertisementbelow.•Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerSheet.
Readthearticleontheoppositepageaboutinnovationinbusinessandthequestionsbelow.Foreachquestion15-20,markonele
随机试题
下列税种中属于地方政府固定收入的有()。
Atthebeginningofthissemester,ourhistoryprofessor______alistofbooksforustoread.
甲状腺功能亢进中暑
A、紫外一可见分光光度法B、薄层色谱扫描法C、气相色谱法D、高效液相色谱法E、毛细管电泳色谱法斑蝥中斑蝥素的含量测定采用()。
明细分类科目就是二级科目。()
A公司为B上市公司唯一非流通股股东,占上市公司25000万元所有者权益的40%,采用权益法核算,上市公司股本10000万股,每股1元,资本公积9000万元,留存收益6000万元,上市公司股改的对价方案如下:(1)流通股股东每持有20股流通股将获得A
金融工具一般具有的特征有()。
帮助学生降低考试焦虑的方法有()
某市警察局的统计数字显示,汽车防盗装置降低了汽车被盗的危险性。但是汽车保险业却不以为然,它们声称,装了汽车防盗装置的汽车反而比那些没有装此类装置的汽车更有可能被偷。下面哪一项如果正确,最能解释这个明显的矛盾?
Peoplereaditforsomeinformation.Peoplecantravelinitinthesky.
最新回复
(
0
)