【参考借鉴】消费者行为学英文版-自己整理(浙江工商大学).doc

1.Consumer behavior: 研究商品、服务、经验或创意的获得、消费及处置的购买单位和交换过程的学科。

2.Why study CB：有效的营销管理，帮助管理者设计营销组合，细分市场，市场定位，环境分析，开展调查研究；在公共政策制定中发挥重要作用；能帮助人们成为更好的消费者3.Research Perspectives1)The Decision-Making Perspective：根据决策观点，消费者首先意识到某个问题的存在，然后在一种理性的解决问题的过程中完成一系列步骤，购买由此产生。

购买过程的步骤包括问题的确认、搜寻、方案评估、选择以及获得后的评估。

2)The Experiential Perspective：体验观点提出，人们有时购买商品和服务是因为情感上的原因，如有趣、制造奇迹或获得情感。

按体验观点分类时有冲动型购买和寻求多样型购买。

当消费者为了降低厌倦程度并获得刺激而改换品牌时就产生了寻求多样型购买3)The Behavioral Influence Perspective: 当强大的外因驱使消费者不需要首先对产品产生强烈的感情或想法就去购买时，行为影响就产生了。

在这种情况中消费者不必经过理智的购买决策过程或依靠某种情感来购买产品或服务。

相反，这些购买行为受外因直接影响，如促销手段、文化规范、自然环境或经济压力。

4、High-Involvement ChoiceCompensatory models of choice:补偿性模型：对某个属性的高度评价可以补偿对其他属性的较低评价。

5、Impulse Purchases (冲动购买)：指顾客的购买行为是在进入超市前没有计划或意识的购买行为。

6、Consumer satisfaction (消费者满意)：获得或使用产品或服务后所有的态度。

7、Equity Theory(公平理论)：指人们会拿自己的付出所得比和别人的付出所得比进行比较，如果他们的比值更好，他们就会觉得不公平。

accident?A．Well done! B．Come on! C．How come? D．No doubt!7、It’s _______ for people to blame traffic jams, the cost of gas and the great speed of modern Array life.A．reasonable B．availableC．accurate D．cautious8、—What an amazing picture!—The little boy ____the soldiers, and I caught them in an unguarded moment.A．was saluting B．saluted C．had saluted D．would salute9、Youth is a period of our life we see no limit to our hopes and wishes.A．where B．thatC．what D．when10、Linda ________ to her mother for so long that she figures out almost every gesture of hermother’s.A．attended B．had attended C．would attend D．has attended第二部分阅读理解（满分20分）阅读下列短文，从每题所给的A、B、C、D四个选项中，选出最佳选项。

AAn Arizona mom says none of her son's kindergarten friends showed up to his birthdayparty after she sent 32 invitations to his classmates.The boy, Teddy, held a birthday party on Sunday at Peter Piper Pizza in Tucson, where he andhis mother, Sil Mazzini, had been expecting dozens of little girls and boys—as well as thechildren's parents—to join them at the restaurant. Mazzini said a few people told her in advancethat they couldn't make it, but she wasn't prepared for everyone to be no-shows.Mazzini shared a photo of her son sitting alone in front of several pizzas on her Facebookpage. That brought dozens and dozens of birthday wishes from around the country, as well asother gifts and offers."I live near Tampa, Florida, and heard about you via my local news," one woman wrote onFacebook. "I hope you have a wonderful year and I'm sending you a big hug." The biggestunexpected birthday present for Teddy came from the Phoenix Suns, who invited him to watchWednesday night's game at the Talking Stick Resort Arena against the Los Angeles Lakers andLeBron James. The city's professional soccer club, the Phoenix Rising, also invited Teddy to "join Array 7,000 of his closest friends" at a playoff game on Friday.But some on social media questioned Mazzini's decision to broadcast her son's humiliating day. "Quick! Someone call the news. Don't embarrass this kid even more than he already is," one woman wrote on Facebook. "Good lord. This is so wrong. "1、How may Teddy feel about his birthday party?A．Relaxed. B．Disturbed. C．Disappointed. D．Bored.2、What did the Phoenix Suns invite Teddy to do?A．Play a playoff game on Friday.B．Watch Wednesday night's game.C．Join the professional soccer club.D．Spend a weekend with them3、What can we infer about Sil Mazzini from the last paragraph?A．She is not supported by all the people.B．She cares little about her son's feelings.C．She regrets having posted her son's images.D．She has removed the comments on Faceloook.BFrom the moment you open your eyes in the morning, you can feel sweat running down your body, even if you're barely moving at all. That's what most people in China felt like this summer. In fact, the entire northern hemisphere(半球)saw high temperatures in July.The Arctic Circle was no exception(例外). Temperatures in the city of Norilsk, which is in the Arctic Circle, reached a record high of 32 ℃, The Atlantic reported. Temperatures there are usually just 10 ℃at this time of the year.The heat wave in the Arctic is mainly a long-term result of global warming, according to the Chinese Academy of Meteorological Sciences. In fact, while the whole world is getting warmer, the Arctic is warming twice as fast as the rest of the planet. This is called the polar amplification effect（极地放大效应）.The most direct impact of Arctic warming is the melting of Arctic ice. According to NASA,Arctic sea ice is now disappearing at a rate of 13.2 percent every 10 years. NASA said that if this Array continues, the Arctic will have no ice by the year 2040.This has put some Arctic animals, like polar bears, in danger. The ice that the bears live on has shrunk(缩小), the Toronto Star reported.Melting ice can also cause sea levels to rise in the long term. Since 1993, sea levels have risen at a rate of 3.2 cm every 10 years, the Guardian reported. Some countries, such as Tuvalu（图瓦鲁）in the South Pacific Ocean and Maldives（马尔代夫）in the Indian Ocean, are at risk of disappearing into the sea1、Which of the following is true?A．Some countries in the ocean will disappear in 10 yearsB．China is the hottest in the northern hemisphere this summerC．The temperatures in Norilsk used to be lower than this summer.D．The world gets warmer because of the heat wave in the Arctic2、What does the underlined word "this" in the third paragraph refer to?A．The heat wave in the Arctic B．The result of global warmingC．Getting warmer in the world D．The Arctic getting warm faster3、What may be the result of the melting of Arctic ice?A．The polar will become dangerous B．Sea levels rise in the long termC．There will be an end of water shortage D．There will be no ice in the world by 20404、What is the main idea of this passage?A．Heat hits ArcticB．Arctic animals are in danger.C．The world became hotter than beforeD．Some countries may disappear into the sea第三部分语言知识运用（共两节）第一节（每小题1分，满分20分）阅读下面短文，从短文后各题所给的A、B、C和D四个选项中，选出可以填入空白处的最佳选项．The town I live in is about to put cameras at all traffic lights to catch people who run red lights. It 1 me of how many peop le I’ve seen who take the yellow light as a 2 to gofaster. I also can’t understand why people don’t move when the traffic light has turned green.Above all, there are those 3 situations in which someone doesn’t even 4 that the Array light turns red, and just keeps going. That is why so many 5 happen! All these situations make me 6 the purpose of traffic lights.7 , it’s even more frightening to imagine letting people make their own decisions at8 crossroads. Do the biggest cars get to go first? Who decides who goes next? So I guess I do like the idea of a system to 9 traffic. And I’ll do my best to10 the traffic rules: to go, to be cautious, and to stop when I’m11 to.It occurs to me that my 12 have done much the same for me 13 teaching me how to live. They have given me many 14 lights: to get along well with others, to listen and talk to them, to help others, and to 15 with joy and purpose. They have also given me some red lights 16 my life goes astray（误入歧途）: not to be greedy, to keep my temper, and to control my desires. And there 17 have been some yellow caution lights: to watch how much I drink, to keep control of my behavior, and to 18 school regularly and work hard.If I obey these rules, my life will be as 19 as it can be. Just as I’m wise to pay attention to the traffic lights when I’m walking across the street, I’m wise to pay attention to the“20 signals” given to me by my parents.1、A．suggests B．informs C．reminds D．warns2、A．sight B．signal C．message D．switch3、A．instant B．exciting C．dangerous D．cautious4、A．notice B．sense C．remember D．feel5、A．events B．problems C．situations D．accidents6、A．think of B．wonder about C．care for D．worry about7、A．Besides B．Anyway C．Instead D．However8、A．noisy B．narrow C．crowded D．key9、A．control B．direct C．improve D．serve10、A．learn B．obey C．protect D．carry11、A．supposed B．used C．devoted D．delighted12、A．teachers B．friends C．leaders D．parents13、A．in charge of B．in face of C．in terms of D．in danger of14、A．safe B．green C．beneficial D．helpful Array15、A．live B．share C．work D．communicate16、A．unless B．when C．before D．till17、A．still B．even C．only D．also18、A．start B．attend C．leave D．miss19、A．good B．colorful C．meaningful D．healthy20、A．traffic B．light C．life D．confidence第二节（每小题1.5分，满分15分）阅读下面材料，在空白处填入1个适当的单词或括号内单词的正确形式。

消费者行为学1、Consumer Behavior消费者行为的定义(掌握英文)The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.2、消费者的两种类型（掌握英文）Personal ConsumerThe individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend.Organizational ConsumerA business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.3、市场调研The Consumer Research Process•Secondary research•Primary research–Qualitative–Quantitative定性调研：访谈，投射法（深入）定量调研：问卷调研Qualitative Research•Depth Interviews •Focus Groups •Projective Techniques •Metaphor Analysis Quantitative Research •Observation •Experimentation •Survey questionnaires4、市场细分英文Segmentation: process of dividing the market into subsets of consumers with common needs or characteristics.可分为：Age、Gender、Marital Status、Family Life-cycle、Income, Education, and Occupation.5、消费者调查流程The Consumer Research Process7、消费者动机含义、类型含义：Motivation as a Psychological Force 动机是心理驱动力•Motivation 动机is the driving force within individuals that impels them to action.类型：Rational versus Emotional Motives 理性动机vs. 情感动机•Rationality implies that consumers select goals based on totally objective criteria, such as size, weight, price, or miles per gallon•Emotional motives imply the selection of goals according to personal or subjective criteria马斯洛需求等级，麦克力兰需求三重奏-------需求系统（中英文都掌握）Maslow’s Hierarchy of Needs自我实现self-actualization(self-fulfillment)尊重需求ego needs(prestige,status,self-esteem)归属需求social needs(affection,friendship,belonging)安全需求safety and security needs(protection,order,stability)生理需求physiological needs(food,water,air,shelter,sex)A Trio of Needs 戴维·麦克利兰美国社会心理学•Power 权力–individual’s desire to control environment•Affiliation 归属–need for friendship, acceptance, and belonging•Achievement 成就–need for personal accomplishment–closely related to egoistic 利己的and self-actualization 自我实现needs8、学习与记忆的定义（英文）Definition of Consumer Learning•学习：过去经验导致的行为变化。