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LOGO,单击此处编辑母版文本样式,第二级,第三级,第四级,经典商务,ppt,模版,单击此处编辑母版标题样式,本幻灯片资料仅供参考，不能作为科学依据，如有不当之处，请参考专业资料。,Unit 6 TextA,C,onsumer,B,ehavior,In,fluencers,消费行为影响原因,第1页,目 录,1,2,文段翻译,重点单词,第2页,消费行为研究是人们做事情原因。我们越能明白消费者行为那些理智,(rational,理智,),、情绪和经常潜意识,(subconscious,潜意识,),原因，我们就越能创造出有效 市场营销活动,(marketing campaign),。,1.,C,onsumer behavior is the study of why people do what they do.The better we can understand the rational,emotional and often subconscious reasons for consumers actions,the better we will be at creating effective marketing campaigns.,第3页,那些好营销总是能让人们做我们想要他们做事情吗？不。但它能以最可能方式,(in a,light,从,角度；以,方式,),展现我们品牌故事。为了做这件事，主要是了 解什么是消费者想要，他们怎样做决定，为什们他们会选择他们要那个品牌以及 我们应该怎样和在哪里和他们交谈。,2.Does good marketing,always makepeopledowhatwewantthemtodo？No.Butitcanpresentourbrandsstoryinthebestpossiblelight.Inordertodothisitisimportanttounderstandwhatconsumerswant,howtheymakedecisions,whytheychoosethebrandstheydo,and how and whereweshouldtalktothem.,第4页,在一个杂货店里花费一个小时去观察他人购物，你会看见各种各样不一样类型购物者。一些人会重视他们任务并努力去填满一张详细货物清单。有些人会慢慢地比较并排 产品，决定着沿路下来什么是他们想要。一些人重视经过促销、优惠券,(,coupons,优惠券,),、交易卷,(volumevljum,卷,),取得最好交易。还有一些人一直徘徊在通道中，寻找着他们应该为周末准备什么灵感。,3.Spend an hour in a grocery store watching other people shop.You will see a variety of different kinds of shoppers.Some are focused people on a mission trying to fulfill a specific list of goods.You will see others slowly comparing products side by side,deciding what they want as they go along.Others are focused on getting the best deals through sales,coupons and volume deals.And still others wander the aisles looking for inspiration as to what they should prepare for the week.,第5页,4.Understanding what consumers do is interesting,but it is only half the job.The really important thing to understand is why they do what they do.Once you understand why,you can begin to predict behavior and in marketing,that means sales.,了解消费者做什么是很有趣，但只是我们二分之一工作。真正主要是了解他们为何 要这么做。一旦你明白为何，你就能够开始预测行为和利用在市场上，那意味着销售。,5.There are two influencers on consumer behavior which deserve our attention:environment and culture.,消费者行为有两个影响原因值得我们注意：环境和文化。,第6页,Environment and consumer behavior,环境和消费者行为,6.,We are affected by everything around,us:friends,family,advertising,trends,celebrities,prices,pastexperiences,statusandperceivedstatus.Allthesefactorsadduptotheenvironmentin whichwelive.,我们会受到我们周围每个人每样东西影响，如朋友、家人、广告、时尚、名人,(celebrity,名人,),、价格、过去经历、地位和认知地位等。全部这些原因组成了我们生存环境。,第7页,7.When you sit down for breakfast tomorrow,pour yourself a big glass of fresh,cold milk.Notice any difference?The environment dictates the appropriateness of your beverage selection.In one environment,your beverage selection is perfectly appropriate and in another it is completely inappropriate.,当第二天你坐下来吃早餐时，你倒给你自己一大杯新鲜冷冻牛奶。你以为有些人会陌 生奇怪地看着你吗？然后你去一个热闹新夜店点一杯牛奶。你发觉有什么不一样了吗？环境指示你饮料选择适当性,(appropriateness,),。在一个环境下，你饮料选择是很适当，但在另一个环境下，它可能是完全不适当。,第8页,8.In much of the world,brands are seen as a demonstration of your success.Once in Eastern Europe,even the poorest day laborer would have had a pack of Marlboro cigarettes to share with friends at a club.But Marlboro cigarettes were expensive in Eastern Europe.Must pf the time,the box was filled with local brand cigarettes that cost a tenth of the price.The status of the Marlboro package in the environment gave“badge value”to the owner even more than the actual product.,在许多地方，品牌被看做是你成功象征。在东欧，即使是最穷困打零工人,(day laborer,打零工人,),也会在一个俱乐部里拿一包万宝路香烟和朋友分享。不过万宝路香 烟在东欧是很贵。绝大多数时间，一箱满是当地品牌香烟才会花费掉其十分之一 价钱。在那个环境下，万宝路包装地位带给拥有者“徽章价值”甚至超出实际产品,(actual product),。,第9页,9.Brands can tell others who we are,what we think and value,and even signal our level of success in world.This all stems from the environment we live in and its effect on consumer behavior.,品牌会告诉他人我们是谁，我们想法、价值观、甚至标志着我们在世界上成功水平。这都起源于我们生活环境和它所影响下消费者行为。,10.In some developing countries Western brands were displayed in peoples apartments like art.A box of Kelloggs breakfast cereal would be prominently displayed to tell everyone coming through the house that this family was in the know and could afford expensive Western brands.,在一些发展中国家，西方品牌被当做艺术一样展示在人们房子里。一箱凯洛格早餐麦 片粥被显著地摆放着以告诉经过房子每一个人，这个家庭知道并负担得起昂贵西方 品牌产品。,第10页,11.Your age and the generation you belong to have a huge impact on how you view the world,what you hold true and your belief structure.Gender,sexual orientation all play a major role in defining who you are,what you think,how you react and how you view the future.,你年纪和所在年代对你怎样对待世界、你真理观和你信仰结构都有巨大影响。性别、性取向（,sexual orientation,）、家庭地位、教育成就（,attainment,成就，到达,）、种族特点,（,ethnicity,种族特点）,、收入、地理和职业都在你确定你是谁、你想是什么、你怎样反应以及你怎样对待未来中饰演了一个主要角色。,第11页,Culture and consumer behavior,文化和消费者行为,12.Culture is what defines a particular group of people at a specific time and place.It is the culmination of the knowledge,values and beliefs a group of people holds in common.Culture is constantly evolving and changing.Who we are,what we believe,what we want out of life,our view of justice,fairness,appropriateness are all the result of the culture we live in.,正是文化，定义了在一个尤其时间和地方一群尤其人。它是一群人共同拥有知识、价值和信仰顶点（,culmination,顶点,）。文化在不停地进化和改变。我们是谁、我们相 信什么、我们想要什么（,what we want out of life,）、,我们关于正义、平等、适当看法 等都是我们所处于文化结果。,第12页,13.Countries have cultures and numerous subcultures within that larger culture.There are traits that are typically American,Russian,Japanese,Indian or whatever country you choose_but within each country are subcultures which make up the larger country culture.Ethnic cultures,demographic cultures and societal class cultures,which all have a huge impact on who you are,what you believe,and how you act and react.,在一个更大文化（背景）下，国家有文化和大量次文化。代表性地美国、俄国、日 本、印度等，不论你选择哪一个国家，都有特征就是，在每一个国家都是那些次文化 组成更大国家文化。民族文化、地域（,demographic,）,文化和社会阶层,（,societal class,）,文化都对你是谁、你相信什么、你行为以及回应都有很大影响。,第13页,14.Basic geographic cultures change little over time.Consider the collectivist cultures of many Asian countries that value the contribution of teams of people over the individual versus the individualistic cultures of much of the Western would that value the contribution of individuals over that of the team.,基本地理文化伴随时间而发生一些改变。想想许多亚洲国家集体主义（,collectivist,集体主义）,文化认为集体利益高于个人利益，而与之相正确是西方国家个人主义文 化认为个人利益高于集体利益。,第14页,15.But these cultures do cha,ng,e.For example,consider the phenomenal changes in india.The closer it moves to capitalism and the consumer-driven culture it inspires,the faster its culture races toward a more individualist culture where tour value as a human being is measured by financial success.So,is India an individualistic culture now?No.At its heart,it will remain a collectivist culture for many years to come.The unraveling of thousands of years of culture may probably take at least hundreds of years to change,and may never change completely.,但这些文化在改变。比如，想想印度惊人（,phenomenal,）改变。它越趋向于资本 主义以及它勉励客户驱动文化,（,consumer-driven culture,），它文化就越快地向那 种你所认为用财政上成功（,financial success,）衡量一个人个人主义文化方向发展。那么，印度现在是个人主义文化吗？不是。它关键依然是多年来形成集体主义文 化。那种几千年来对文化了解（,unravel,了解；解释；说明）,或者可能需要花费最少 几百年时间去改变，或者永远不能完全地改变。,第15页,16.Culture directly affects consumer behavior.Modern Western cultures such as the U.S.Tend to value whats new and whats next.As a result,products arent built to last as the chances are they will be discarded for the next evolution or fashion update long before they have worn out.This doesnt only hold true for clothing and appliances:it even goes for the permanent things in our lives such as houses.America is one of the most mobile societies in the world with the average American having nearly eight different homes during their lifetime.By contrast,in Germany they have a saying that when you are building your home,you are building it for yourself and your great-grandchildren.,文化直接影响消费者行为。当代西方国家文化，如美国趋向于重视新是什么和接下 来是什么。结果是，不制造过去产品以免它们有在还没破旧之前就被下一场革命或 时代更新被丢弃机会。这不但仅利用于衣服和器具，它甚至可用于我们生活中一些 永恒持久东西如房子。美国是世界上众多流动易变社会（,mobile societies,）,国家 之一，平均美国人一生有快要,8,套不一样房子。相反地，在德国，他们有一个说法是当 你正在建造你房子，你就是为你自己和你重孙子建造房子。,第16页,17.Marketing to a global audience is simply marketing to a local audience multiplied by the number of countries your product is sold in.If you,make,the assumption that the Indian consumer will like your product for the same reasons and use it in the same way as a German or French consumer,you are likely to lose big time,or at least not win at the level you could have youd targeted each market individually.,向全球观众营销能够简单地对当地观众营销以增加你产品销售国家数量。假如你假定 印度消费者会以一样理由喜欢你产品并用和一个德国或法国消费者一样方式使 用它，你可能会失去很多时间，或最少无法到达你单独地把每个市场作为目标销售水 平。,第17页,除此之外，营销人喜欢全球品牌,(global brands),。,你能够用相同包装和广告来销售一 件产品给多于,60,亿人们，这个想法让全部会计师都感到兴奋。一些品牌取得了成 功，如万宝路、可乐、英特尔、微软和诺基亚。但其它品牌要求从市场到市场作大量（,substantial,）,调整。一个满是漂白剂（,bleach,漂白剂）干衣房清洁剂（,detergent,）,会把超,（,ultra-,超；极）,白衣服交到一个一心想要（,obsessed,一心想（做某事）；着迷）,洁净度市场，但对于一个重视环境保护市场或一个难以得到水市场，这可能是一个大 灾难。,18.Despite this,marketers like global brands.The idea that you can sell one product to more than six billion people with the same packaging and advertising gets accountants all excited.Some brands have succeeded,such as Marlboro,Coke,Intel,Microsoft and Nokia.But other brands require substantial adjustment from market to market.A laundry detergent full of bleach may deliver ultra-white clothing in a market obsessed with cleanliness,but in an environmentally concerned market or a market where drinking water is hard to come by,this may be a huge disaster.,第18页,19.Understanding a culture takes ime,along with traines professionals to break down the belief systems and help us understand how we are similar and how we differ.To market outside your home country,you have to understand the people,the market and the competitive set-up in as much detail as you didi when you became a success in your home country.There are no shortcuts here.,了解文化花费时间，同时伴随专业人员打破信仰体制和帮助我们了解我们异同。在你 祖国以外市场，你需要了解人们、市场和有竞争力设置正如你在祖国取得成功时所做过许多细节。这里没有捷径（,shortcut,捷径）,。,第19页,Thanks!,谢谢观赏,第20页,
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