What will they do about the problem with Johnson’s（）

Throughout the buying process, various factors may’ influence a buyer’s purchase decision. An awareness of these factors and consumer preferences enables companies to appeal to the group most likely to respond to its products and services. Some of these factors include the following.

CULTURE. The culture and subcultures we belong to shape our values, attitudes, and beliefs, and they influence the way we respond to tike world around us. Understanding culture is therefore an increasingly important step in international business and in marketing in diverse countries such as the United States.

SOCIAL CLASS. In addition to being members of a particular culture, we also belong to a certain social class — upper, middle, lower, m’ somewhere in between. In general, members of various classes enjoy different activities, buy different goods, shop in different places, and react to different media.

REFERENCE GROUP. A reference group consists of people who have a good deal in common—family members, friends, co-workers, fellow students, teenagers, sports enthusiasts, music lovers, computer buffs. We are all members of many such reference groups, and we use the opinions of the appropriate group as a benchmark when we buy certain types of products or services. For example, shopping malls are today losing what has long been their most faithful audience — teens. That’s because Generation Xers (those born between 1965 and 1978) think that malls are for parents and that malls have too many rules. So some retailers like Urban Outfitters and Tower Records refuse to open stores in most malls.

SELF-IMAGE. The tendency to believe that "you are what you buy" is especially prevalent among young people. Marketers capitalize on our need to express our identity through our purchases by emphasizing the image value of products and services. That’s why professional athletes and musicians are frequently used as product endorsers—so that we incorporate part of their public image into our own self-image. After all, doesn’t everyone want to "be like Mike Jordan"

SITUATIONAL FACTORS. These factors include events or circumstances occurring in our lives that are more circumstantial in nature. For example, you have a coupon, you’re in a hurry, it’s Valentine’s Day, it’s your birthday, you’re in a bad mood, and so on. Situational factors influence our buying patterns.

They are often born with this disagreeable nature.

They focus on the inconveniences of things.

They often offend others.

They are not popular in social occasions.

The country’s demand for telephones, mobile phones, faxes and the Internet is growing at an increasingly fast rate. In fact, it is growing (29) quickly that our telephone numbering system needs re-organizing (30) some major changes will have to (31) made.

These changes, (32) , will make the system simpler and easier to use. It is (33) an important task that all the UK phone companies are working together to make (34) changes. The changes will (35) only make hundreds of millions of new numbers, but they will (36) bring order and flexibility to the system for years to come.

(37) main changes are due to happen (38) now and the year 2006, which will give you (39) of time to prepare. You will find details of the number changes on our website, (40) you can visit any time at www. numberchange, org, or call our free phone helpline on 800—820—7713.

焦虑

抑郁

恐惧

强迫

Confident.

Anxious.

Disappointe

Everyone agrees that there are simply too many cars on the road but who will be the first to stop using theirs Although everyone hates being stuck in traffic, no one sees their cars as part of the growing problem. However, with traffic growth up to 84 per cent expected by 2025 and the ever-increasing cost of accidents and delays already at $160 bn in Europe, there is a growing need to change our ’culture’ and develop alternative forms of transport as quickly as possible.

One answer is to make cars more expensive by increasing taxes on petrol. However, tax increases will affect the people who live in the country more than city drivers and do little to reduce inner city traffic. The Government is also looking at pay-as-you-drive schemes on motorways but this will push cars on to smaller ’free’ roads, which will make the problem worse,

A successful transport policy is not just a question of making the car too expensive but of offering car drivers a real alternative. Many motorists dislike driving to work but say public transport services are too slow, offer poor quality and are tar too expensive. If new transport policies are to succeed, public transport needs to be quick, reliable and affordable.

Transport planners are also developing ways of managing the existing road network more efficiently. New technology such as smart cards and electronic monitoring of roads will lead to a more efficient use of transport systems. However, technology will not reduce the number of cars on the road or solve the real problem of how to persuade car drivers to leave their beloved cars at home more often.

In front of the office.

At the back of the building.

Outside reception.

生理方面

心理方面

人际关系方面

社会功能方面

认知技术

行为技术

集体咨询技术

精神分析技术

Throughout the buying process, various factors may’ influence a buyer’s purchase decision. An awareness of these factors and consumer preferences enables companies to appeal to the group most likely to respond to its products and services. Some of these factors include the following.

CULTURE. The culture and subcultures we belong to shape our values, attitudes, and beliefs, and they influence the way we respond to tike world around us. Understanding culture is therefore an increasingly important step in international business and in marketing in diverse countries such as the United States.

SOCIAL CLASS. In addition to being members of a particular culture, we also belong to a certain social class — upper, middle, lower, m’ somewhere in between. In general, members of various classes enjoy different activities, buy different goods, shop in different places, and react to different media.

REFERENCE GROUP. A reference group consists of people who have a good deal in common—family members, friends, co-workers, fellow students, teenagers, sports enthusiasts, music lovers, computer buffs. We are all members of many such reference groups, and we use the opinions of the appropriate group as a benchmark when we buy certain types of products or services. For example, shopping malls are today losing what has long been their most faithful audience — teens. That’s because Generation Xers (those born between 1965 and 1978) think that malls are for parents and that malls have too many rules. So some retailers like Urban Outfitters and Tower Records refuse to open stores in most malls.

SELF-IMAGE. The tendency to believe that "you are what you buy" is especially prevalent among young people. Marketers capitalize on our need to express our identity through our purchases by emphasizing the image value of products and services. That’s why professional athletes and musicians are frequently used as product endorsers—so that we incorporate part of their public image into our own self-image. After all, doesn’t everyone want to "be like Mike Jordan"

SITUATIONAL FACTORS. These factors include events or circumstances occurring in our lives that are more circumstantial in nature. For example, you have a coupon, you’re in a hurry, it’s Valentine’s Day, it’s your birthday, you’re in a bad mood, and so on. Situational factors influence our buying patterns.

They are often born with this disagreeable nature.

They focus on the inconveniences of things.

They often offend others.

They are not popular in social occasions.

The country’s demand for telephones, mobile phones, faxes and the Internet is growing at an increasingly fast rate. In fact, it is growing (29) quickly that our telephone numbering system needs re-organizing (30) some major changes will have to (31) made.

These changes, (32) , will make the system simpler and easier to use. It is (33) an important task that all the UK phone companies are working together to make (34) changes. The changes will (35) only make hundreds of millions of new numbers, but they will (36) bring order and flexibility to the system for years to come.

(37) main changes are due to happen (38) now and the year 2006, which will give you (39) of time to prepare. You will find details of the number changes on our website, (40) you can visit any time at www. numberchange, org, or call our free phone helpline on 800—820—7713.

焦虑

抑郁

恐惧

强迫

Confident.

Anxious.

Disappointe

Everyone agrees that there are simply too many cars on the road but who will be the first to stop using theirs Although everyone hates being stuck in traffic, no one sees their cars as part of the growing problem. However, with traffic growth up to 84 per cent expected by 2025 and the ever-increasing cost of accidents and delays already at $160 bn in Europe, there is a growing need to change our ’culture’ and develop alternative forms of transport as quickly as possible.

One answer is to make cars more expensive by increasing taxes on petrol. However, tax increases will affect the people who live in the country more than city drivers and do little to reduce inner city traffic. The Government is also looking at pay-as-you-drive schemes on motorways but this will push cars on to smaller ’free’ roads, which will make the problem worse,

A successful transport policy is not just a question of making the car too expensive but of offering car drivers a real alternative. Many motorists dislike driving to work but say public transport services are too slow, offer poor quality and are tar too expensive. If new transport policies are to succeed, public transport needs to be quick, reliable and affordable.

Transport planners are also developing ways of managing the existing road network more efficiently. New technology such as smart cards and electronic monitoring of roads will lead to a more efficient use of transport systems. However, technology will not reduce the number of cars on the road or solve the real problem of how to persuade car drivers to leave their beloved cars at home more often.

In front of the office.

At the back of the building.

Outside reception.

生理方面

心理方面

人际关系方面

社会功能方面

认知技术

行为技术

集体咨询技术

精神分析技术