In-Class ReadingTranslation 课文译文青年人的消费行为1 研究市场营销的人很想了解什么样的产品在年轻人市场上会好销。
同时，充分了解年轻人对其他人，如父母亲，的影响也很重要。
实际上，与年青人作为某些商品的主要购买者的地位相比，研究市场营销的人更感兴趣的是他们对别的购买者的影响力。
2 年轻人是如何花钱的呢？男女青少年把大部分的钱花在衣服，光碟、立体声音响设备、娱乐和旅游上。
青年女性把大部分的钱化在化妆品上，其次是衣服和首饰。
青年男子把大部分的钱化在体育用品、照相机、光碟、立体声音响设备、自行车、鞋子、牛仔裤、乐器和电子游戏上。
3 青少年，作为高消费社会的成员，越来越注意新产品和新品牌。
他们是天生的试用者，会花好多小时为自己购物。
4 除了他们对市场的直接影响外，年青人还间接地影响着他们父母对商品品牌的选用。
例如，研究发现，四分之三的青少年会影响他们父母的购物决定。
在购买重要物件时，他们最大的影响在于决定过程中的最初阶段，是在诸如产品的样式、颜色和品牌等审美方面的考虑时影响最大，但在购物的地点、时间、及花多少钱方面则影响力最小。
苹果电脑公司的研究表明，十几岁的青少年在家庭购买电脑的决策方面正发挥着影响。
因此，公司在最近一次介绍产品型号时利用了深受年青人喜爱的当代流行歌曲电台和电脑杂志，以便鼓励青少年去说服他们的父母亲买这种新产品。
5 随着双职工家庭的大量增加，青少年越来越多地帮父母购买食品及别的东西。
例如，有一项研究发现，百分之八十的青少年“大量地参与”家庭的食物采购。
KRAFT公司意识到了年轻人在购买食品杂货方面的重要性，并在音乐电视节目，网站，青少年杂志及当代流行歌曲电台上做广告，突出介绍含有KRAFT产品的食谱。
与广告宣传相配合，KRAFT公司还编写了一套有关“食品购买经验”的学习资料，让家政学老师分发给学校里的青少年。
6 因此，从间接影响父母购买决策的角度看，青少年市场显然占据一个重要的地位。
7 青少年市场显得十分重要的另一因素是，青少年时期也许是养成对商品牌子信赖的时候，而这种信赖会一直延续到成年以后。
例如，《十七岁》杂志做了一项有关商品品牌信赖度的研究，发现至少有百分之三十的成年妇女还在用她们少女时代最初选用的品牌。
若转换成市场数字表示，研究发现，总数为6,760,000的妇女还在用同一品牌的化妆品，总数为8,900,000的妇女还在吃同一种盒装的奶酪，这些都是她们最早买过的。
8 在青少年进行购物决策的过程中，他们受父母、朋友、售货员、媒体和别的信息来源的影响究竟有多大呢？对于许多产品的选定，朋友的影响最大。
然而，父母也是影响许多购物决策的重要因素。
很重要的一点是：尽管同龄人的影响很大，家庭的影响也很重要。
因此，市场营销人员应该知道在具体某个时间，究竟哪一群人最具影响力，是父母亲还是同龄人，这样他们就能恰当地筹划自己的营销策略。
9 青少年经常花很长的时间购物，尤其是在周末。
青少年现在购物更多了，也就会使他们在所光顾的商店里花钱更多。
此外，青少年在选择商店上很有决定权，这就意味着商店必须招徕得法来吸引他们。
虽然人们通常认为年轻人买东西凭一时冲动，不像整体市场那样理智。
但调查表明，大部分年龄在14到25之间的调查对象在购买之前会货比三家，比较价格和牌子。
对青少年购物行为的研究得出了下列初步的结论：∙在购买像计算机这种高精产品时，青少年更倾向于向个人了解情况，而在购买一般产品时，如衣服和化妆品，则最依赖媒体获取信息。
∙在决策过程的产品评估阶段，价格和品牌被认为是最重要的标准，而父母和同龄人的影响相对来说要小一些。
∙随着青少年日趋成熟，他们在决策之前，利用越来越多的渠道去获取消费者信息。
购物时更多地依靠朋友，而较少依靠父母来获取信息和建议，并更喜欢在没有父母的指导下购物。
After-Class ReadingTranslation 课文译文购物1 一些人喜欢购物，为什么会这样？下面的说法有一定道理：有两条X染色体使女性喜欢购物，然而男性的XY染色体结构使得他们在妻子或女友建议去购物时，常背道而驰。
2商店和购物中心尽力使购物更具诱惑力，从零食到衣服，杂货，首饰，运动商品，厨房用具，应有尽有。
有人还认为，把节假日列在日历上，主要不是为了纪念民族英雄或者历史事件，而是为了刺激那些原本善于安排家庭开支的好管家放弃他们通常健全的经济头脑，速去商店购物。
在美国，绝大多数的商店在感恩节和圣诞节之间的这个月里，销售额占全年总量的一半以上。
感恩节过后的这一天是整年最忙的购物日。
甚至在人们还来不及享受和消化感恩节火鸡的时候，报纸、电视、广播的广告已向公众发布最廉价商品和大拍卖的消息。
3平常举止优雅通情达理的人们，推推搡搡拥挤到柜台前看看待售的最新款式的衣服，工具，鞋子, 游戏等等。
装扮起来的圣诞老人在门口站着，圣诞乐曲陪送购物者前往特别诱惑人的“便宜货”和货物桌那里去。
4购物者被告知这些“完美的礼品”将取悦他们的亲朋好友。
钱和信用卡如冬天的风雪一样从购物者和店主手中飞来飞去。
当货物从柜台和桌子装入购物袋时，现金出纳机响个不停，商店经理笑开了怀。
最后，购物袋和购物车都装得满到提不动推不动为止。
一些商店，意识到这令人遗憾的情形，会帮购物者把所购之物存放几天（或者等到购物者手头有更多的钱时），有些商店会提供送货上门的服务，通常是免费的。
5如果说热衷购物的人只把他们的这项活动限于节假日进行，这有失公正。
许多人购物不限时间和地点。
他们不需要以节日为借口蜂拥至购物中心和商店去寻找最新的商品。
对于这些购物诳来说，购物已经成为一项重要的娱乐活动，取代了大大小小的运动，游乐园，电影，甚至合理的饮食。
6与购物诳相反，有些人认为购物无聊或者说得好一点累人。
这类购物者一般在直奔商店前就知道他要什么。
他们喜欢直接到可以找到他们所需物品的商店柜台或者地方去，店员立即注意到他们的到来；或者最好他们所需之物就放在小推车上，接着就尽快地向收款处走去。
这类购物者通常受那些狂热的购物者的嘲笑，不被他们所理解。
7当然，在热衷购物的人和不愿意购物的人之间还有程度不同的购物者。
不过，他们中的绝大多数，往往是不愿购物的人，却被热衷购物的配偶或朋友说服，相信购物真的很有趣。
而且，如果不去购物，他怎么知道哪里可以买到什么确实便宜的东西呢？8理论上，购物得当，结果应该掏到价廉物美的商品。
实际上，情况很少能这样。
购物像赌博，喝酒，打牌这些已经养成习惯的行为一样，会失去控制。
似乎很难逃脱商店和购物商场里的商人和推销员的影响。
购物可能会被人们普遍接受并成为习尚。
课内阅读练习答案Part One Preparation1. Describing the CartoonsSTEP ONE1 b2 a3 d4 cSTEP TWOSample1. Two youngsters are coming out of a health food store. One of them is having some ice-cream. He explains to his friend that the health food store sells junk food (candy, sweets, etc.) secretly. Normally a health food store only sells wholesome, healthy foods.2. A big woman is climbing onto a refrigerator trying to find the freshest milk. Her handbag is on the floor. A shop assistant is standing beside her and looks puzzled. He says: “Mada m…the dates on the milk are all the same.”3. This scene takes place in the paint department of a large store. A woman is holding a bottle of paint in her hand. She wants to show that the paint doesn’t spray, so she sprays it. But unfortunately this time the spray works and it sprays directly onto the shop assistant’s face. Now the shop assistant’s face looks black4. A woman is standing in front of an ad. The ad has two magnetic bar codes and says: “TODAY ONLY”, “MARKED DOWN TO”. It is intended to tell consumers that there is a sale. But doesn’t provide any more information than that. Obviously people don’t know what is on sale or the actual price, since the magnetic bar codes can only be read by electronic scanners. So the woman looks confused.2 Getting to Know Each Other’s Shopping HabitSample― I go shopping once a week and buy some food, such as fruit, cookies, and some stationery. I usually go shopping with my roommates. I enjoy window shopping when I have time. I get the information from newspapers, TV commercials and also my friends. If my friends recommend a particular brand, I’ll buy that myself. I think a private source is more reliable than ads.― I usually don’t spend much time shopping because I don’t have a lot to buy while at school. My mom does most of the shopping for me before I come to school each new semester, such as clothing, shoes and other daily use items she can think of. At school, I often buy fruit, candies, cookies, drinks, exercise books, stationery, etc. These things are available at campus stores and shopping of this kind can be done on the way to the classroom or back. Sometimes I’ll go down town to buy books and CDs, probably once a month. Very often with my classmates or high school friends who are studying in the same university as I do. I just buy what I need immediately or what I think is good. Shopping is not very important to students, I think.3 Where Would You Like to Shop?Sample― I would definitely like to make my purchase in a supermarket, because compared to other types of shops, supermarkets are more convenient and consumer-friendly. Numerous kinds of commodities are available in a supermarket, which grants us abundant options that we cannot find i n any grocery or roadside stores. What’s more, in supermarkets, customers are free to look at and pick up the things they like and are allowed to return goods to the shelves if they decide not to take them after a second thought. This form of consumption avoids some embarrassment which is likely to take place in a department store between shop assistants and consumers. In a word, as a purchaser, I find shopping in a supermarket the easiest, the fastest and the most comfortable. So I prefer to go shopping in supermarkets rather than in other kinds of stores.― I think it depends on what you are going to buy. I don’t always make my purchase in just one place. I usually buy some daily necessities in a supermarket, such as food, stationery and so on. Since we've got so many supermarkets around us, it's very convenient. And you can freely choose what you like. But when it comes to clothing or something quite important, I'd like to go to the department store because of its comfortable atmosphere and the reliable quality. In addition, you'd better listen to the introduction from the shop assistants while buying something expensive.ExercisesPost-ReadingReading Comprehension The market importance ofAmerican youth. (para.1)Their brand loyalties that may last well into adulthood. (para.7)Their influence on products and brand choices of their parents. (para.4~6)Their role as primarypurchasers of certainitems. (para.2~3) e.g. Thirty percent of Adult women are using The same brands theyFirst chose as teenagers.Examples of companies That make use of their Influence: Apple and Kraft.e.g. They spend a lotOf money on clothes,CDs, stereo equipment,Entertainments, travel.2. 1) personal sources 2) media3) (relative low influence from) parents and peers4) (more from) friends and (less from) parents3. 1) F 2) T 3) F 4) T 5) T 6) T 7) F 8) T4. SampleIn my home, my mother is always the one who does shopping. She buys groceries every other day and puts the meat and vegetables for the following day in the refrigerator. She likes to go to the grocery store around 9 o’clock in the morning when it is not the rush hour. When she goes to the market, she doesn’t like to bargain with vendors, she thinks it’s a waste of time. According to her, the money saved is not worth the effort. Time is money!For major purchases, we usually go together as a family, so that I can have a word as to which brand to buy. Once we bought a TV set. During the process of decision making, my mother wanted to buy a TV set made by a local factory so that we could have better service if anything went wrong with it. But I insisted on buying a different brand that was of better quality. But the manufacturer was in another city. I tried to convince my parents that with a high quality product, it would save us a lot of trouble and time in maintenance. And if the quality was poor, we wouldn’t feel happy to enjoy the good after-sale service. Finally, my parents agreed with me and bought the one I suggested. so anyone who has time in the morning will buy some vegetables and meat for the family. As for buying other daily necessities, we usually do it once a week all together in a shopping mall. There is a big shopping mall in my city and it has a huge parking lot which makes it convenient to shop there. The mall has numerable goods that attract purchasers. When we are shopping, my parents are very prudent. They check the price, the manufacturing date, the expiration date and so on, while I am always excited about interesting products and wish to buy all of them. I often give suggestions such as “Let’s buy the vase for our living room,” and my parent will smile and say nothing if they don’t want to buy it. I don’t care whether they listen to me—shopping in the mall with my parents itself is interesting. When I am buying something, say, a dress, my mother may say “the color does not suit you” or “you will look naive if you we it”, I will accept her advice. Last winter I went to the mall with my father to buy a knapsack bottle. He took a look at every type of bottle on the shelf and compared them carefully. When I became impatient, I said that we could just take one and there wasn’t much difference among them, but father just wanted to make sure which one had a reasonable performance-price ratio and suited me best. I really like doing shopping with my parents.V ocabulary1. 1) survey 2) consideration 3) perceive 4) tend5) campaign 6) relatively 7) primary 8) criteria2. 1) A. bands B. brandbands: small groups of musicians who play musicbrand: a particular trademark of goods2) A. economy B. economicseconomy: the wealth a country gets from business and industryeconomics: the study of the way in which money, industry, and trade are organized in a society3) A. adolescents B. adultsadolescents: persons who are no longer children but who have not yet become adultsadults：persons grown to full size and strength4) A. campaign B. movementcampaign: a planned set of activities that people carry out over a period of time in order to achieve something such as social or political change.Movement: an organized effort by supporters of a common goal5) A contemporary B. moderncontemporary: happened at the same time as something else you are talking aboutmodern: using the most recent ideas and methods6) A. ripe B. matureripe: (of fruit or crops) fully developed; ready to be collected or eatenmature: behave in a sensible and reasonable way, as you would expect an adult to behave Translation1. All the arrangements should be completed prior to your departure.2. Such behavior may result in the executive being fired/asked to leave.3. Our products compete with those of other factories in terms of quality, reliability and aboveall, variety.4. The team’s performance was greatly affected by the heavy rain.5. I appreciate your reasons for objecting to the proposal.6. To some extent, she should be responsible for the accident.7. I’m uneasy at/deeply troubled by the thought that life is just too comfortable.8. Women tend to live longer than men.Part Three Further Development1 Grammar Review1 at2 for3 to4 in5 to6 as2 Vocabulary Review1 A B2 B A3 A B4 A B5 A B6 B A7 B A8 A B3 Pros and Cons of Bargains4 An Effective Complaint Letter1) Dear Mr. Harrison,Dec. 10, 2011, I purchased a Speedo Vacuum Cleaner Model XYZ from the Floor Store, 212 Main Street, Columbus, N.J. 2) (A copy of the receipt is enclosed.) 3) Unfortunately, I have had problems with both the product and the service I have received. Specifically, I have the following complaints:First, the vacuum doesn’t work efficiently to pick up dust or dirt on either bare floors or carpets. Even after I have gone over the same area several times, the dirt remains. The power shuts off by itself when the vacuum has been running for several minutes, then comes back on after 30 to 60 seconds.Second, when I went back to the Floor Store, I was told that because the vacuum was on sale, I could not exchange or return it, which I was not told when I made the purchase. I was also treated rudely by the salesman, Robert Rule, and then by the manager, Alfred Adams.4) I am requesting that you provide me with a new vacuum cleaner, on condition that if this one proves to be unacceptable, I will receive a refund. I also ask that you investigate the business practices of the Floor Store, as they are poor representatives of your company.5) I can be reached during the day at (806) 827-9318 or after six in the evening at (806) 444- 2897. 6) May I hear from you before February, 2012?Yours truly,John Smith5 Making a ComplaintPossible problems:the power turning on automatically / the power shutting off automaticallyproblem in battery chargeno display / display garbledblack screen /blue screenFace-to-Face ComplaintLCD stain / LCD scratchbacklight problemkeypad not functioning / keypad scratchno sound / audio volume low / voice distortionhand-free failurecamera freezeflip problemclock problemno network retrieval / network signal weakcannot dial out / cannot receive callscannot send text messages/cannot receive text messagesmain board scratchantenna problemFace-to-Face ComplaintsSample1C = Customer S = Shop AssistantS: How can I help you, sir?C: It’s about this cell phone I bought here three days ago. Are refunds allowedS: What seems to be the problem?C: The cell phone has kept on shutting its power off automatically and I could do nothing about it. I have missed many important calls!S: I am sorry to hear that. But did you charge the battery in the correct way the first time you used it?C: Of course! I fully referred to the user manual. At night I even tried to maintain the cell phone by myself.S: What did you do?C: Well, I checked the keypad and the main board, but I still could not figure out the problem.Look, the power is off again! OMG (Oh, my God)!S: I am really sorry, sir. Would you be interested in an exchange instead of a refund? I think we can get it repaired in two days.C: No. I would rather just return it.S: Sure, no problem. Do you happen to have the receipt?C: Yeah, right here.S: OK, just a moment, please. Here you are. I need you to sign here, please. And here is your refund. Is there anything else I can do for you?C: No, thank you.S: You’re welcome. Have a nice daySample 2S: Excuse me, can I help you?C: Oh yes. I bought a cell phone here just several days ago and it broke down yesterday. I’ve come to return it.S: Really? What’s wrong with it? Did you drop it on the floor?C: No, I did nothing with it! Something must be wrong with the earphone. I was talking to my 133 Shopping friend on the phone when suddenly his voice disappeared. Then I could hear nothing when making phone calls. And you know what? I missed several important calls. S: Sorry to hear that. May I have a look?C: Of course! Here you are. I was guaranteed to return it if the phone had any problems within this week, wasn’t I?S: Sure you were! We could either repair it for free or replace one for you if necessary.C: How long will it take for replacement?S: I am afraid you have to wait for nearly one week. The iPhone 4 is quite hard to order now. C: One week? Don’t you think you’ve wasted too much of my time? What about my business?You can never imagine how inconvenient it is without a cell phone! Do you know how much money I would lose because of it?S: Sorry about that! We could offer you another phone of a different type for you to use during the time. Is it OK?C: That’s all rightAdditional activityThere are five consumer rights. Work in groups and see which group can get all of them correct. Key:1 The right to chooseConsumers have the right to make an intelligent choice among several products and services.2 The right to informationConsumers have the right to accurate and complete information about all products in order to make a free choice.3 The right to safetyConsumers have the right to expect that anyone trying to sell them services or products has taken the consumers’ health and safety into consideration4 The right to be heardConsumers have the right to register dissatisfaction and have a complaint heard when their interests are badly served.5 The right to consumer educationConsumers have the right to acquire knowledge and skills needed to make informed, confident choices about goods and service.6. What to BuySample⏹I would first buy a set of Jin Yong’s novels. Though I have already had a good knowledge ofhis famous novels and even some details of the characters in his books, I really appreciate his books and would like to have a set of my own. It is well worth buying, and it is just like having an old friend who can remind me of my happy childhood occasionally. Besides, I’d like to buy some DVDs and some other books which I have been dreaming of. I like movies, old and modern, as well as those classic novels.⏹To me mobile phone nowadays has truly become a necessity especially foe students awayfrom home for the sake of convenience. With a mobile phone, I can contact my parents and friends at any time and at any place. We can share news and feelings with anyone we want to so we won’t feel lonely. I am the kind of person who misses my parents when far away from home. Because of this, I would like very much to get my mom a mobile phone since her old one has caused her headaches for a few weeks. If I do so, both of us will be happy.⏹My choice is a camera! Since our university has five beautiful campuses, and each has it ownbeautiful scenery, especially Yuquan campus and Zijingang campus. So what I want to do is to take pictures everywhere on campus, not only of the nice views, but also of all my lovely schoolmates and teachers, and of all the unforgettable stories happening around us. So when I finish my 4-year college life, I do have something to keep my memories fresh for all my life.To me, college years are the most precious time in my life. I really don’t want to have nothing to look back on after years.6. A Shopping ListSample1. Coca-Cola, Pepsi-Cola, Fanta, Sprite, apple juice, orange juice, green tea, black tea, coffee,milk, mineral water: Drinks are apparently necessary in a party, and since people have different preferences, many different kinds of drinks are listed.2. toy guns, BB bullets, balls, pokers: These are for entertainment activities.3. balloons, colored ribbons, artificial flowers, colorful paper: These are decorations for theclassroom to create a happy atmosphere.4. strawberries, apples, oranges, chestnuts: Seasonal fruits and healthy nuts are always welcomein a party.5. pencils, ball-pens, accessories: These are prizes for winners in small games.Part Four Writing and Translation2. Translation Practice1) Real bargains are beneficial to customers. Consumers are willing to buy products of (a) highquality at a low price. However, some bargains in some shops are poor in quality. Consumers will be cheated if they buy them. Therefore, one has to be careful in buying bargains. It may take him a lot of time to hunt for real bargains. In addition, what the purchasers should payattention to is that they shouldn’t buy things they don’t need though they are bargains.Otherwise, they are just wasting money.2) Shopping is closely related to media. A lot of the consumers buy products under the influenceof advertisements. These ads provide people with all kinds of information about different items. No wonder manufacturers spend a lot of money to advertise their products through various media. Nowadays, Internet, as a new medium, is playing a more and more important role in shopping. It is faster, easier and more convenient. Shopping on the Net is likely here to stay.3.WritingOn BargainsSampleBargains are products that are reduced in price. Some bargains are real bargains, because they are cheaper in price but the quality is quite good. Some bargains are of very poor quality because the shopkeeper merely marks prices higher than normal and then marks them down. This is, in fact, a trick to cheat customers. I think this kind of bargain is bad and should be prohibited.But I like real bargains. It is important to be able to buy goods you want with less money. But it takes a lot of time, you have to hunt for bargains. Once I bought a pair of leather shoes at half price. I felt very happy. But sometimes I feel cheated when the shop assistant says that the original price was 300 yuan, for example, but now it’s only 100 yuan and I know he is not telling the truth. Some customers who cannot resist the temptation will buy the product. Later when they find out that they have been cheated, they will be very angry.In a word, bargains are good if they are real bargains. However one has to be careful in buying bargains. It’s also wise never to buy anything you don’t really need just because it’s cheap. (211 words)Media and ShoppingSampleNowadays shopping is closely related to media. When you read the morning newspaper, when you watch TV, or listen to the radio, you see and hear many advertisements about various products. The advertisers make every effort to stimulate consumers to purchase. I like watching ads on television, not only because they provide information but also because they are often cleverly or beautifully designed. Sometimes I buy a brand only because I have seen it advertised on television. So I’m like most people. My shopping behavior is influenced by the media.To a certain degree, people trust media more than themselves. They might buy something that does not look perfect, but because it was advertised in the media, they will buy it. Perhaps people trust the media too much, and just listen to what the ads say.However, the media help stimulate consumption. Consumers are informed quickly and they are urged to buy and spend their money. (156 words)。