2020年商务英语高级口试材料：留住顾客

　　Consumer buying behavior

　　消费者购买行为

　　Consumers making purchase decisions follow a series of steps.

　　消费者做出购买决定经历了几个步骤。

　　The buying process begins when a consumer recognizes a product need or want.

　　购买过程是从消费者意识到他(她)需要某个产品开始的。

　　An advertisement, a free sample or a product display can trigger need recognition.

　　一个广告、一件免费试用品或是产品展示都能触发消费者的购买意识。

　　The buyer then searches for information about and compares alternative products.

　　接着，购买者开始了解相关产品的情况，并对几种类似的产品进行了比较。

　　After evaluating the different options, the consumer decides on a product, uses it, and determines how well it performs or meets expectations.

　　对各种不同的选择进行掂量之后，消费者最后选定某一种产品，经过试用，确定这一产品在多大程度上满足他(她)的期望。

　　The consumer’s level of satisfaction or dissatisfaction determines future purchases.

　　消费者的满意或不满意程度往往会决定他(她)未来是否会继续购买这一产品。

　　After buying a product, especially something expensive, consumers sometimes worry that they bought the wrong brand or that they should not have bought the product at all.

　　买下某一件产品之后，尤其是昂贵的产品，消费者有时会担心他们买错了品牌或是认为其根本就不需要购买该产品。

　　Often firms try to reduce buyers’ doubts through advertising or providing follow-up information or service.

　　许多公司通过广告或提供后续信息或服务来减轻购买者的担忧。

　　Several factors affect buying decisions of consumers.

　　影响消费者的购买决定有几个因素，

　　People are influenced by social factors(e.g., family members, peers),

　　其中有社会因素(如家庭成员、同龄人的影响)、

　　psychological factors(attitudes, personality), personal characteristics ( age, education),

　　心理因素(如态度、个性)、个体特征(如年龄、受教育情况)

　　and specific conditions that exist at the time of a purchase decision.

　　以及在作出购买决定时所存在的具体情况。

　　Consumer attitudes toward a firm and its products certainly affect the success or failure of its marketing strategy.

　　消费者对某一公司及其产品的态度当然影响到该公司市场营销策略的成败。

　　If enough consumers have strong negative attitudes toward some part of a firm’s marketing mix, the firm may try to change consumer attitudes to make them more favorable.

　　如果众多的消费者对某一公司营销组合的某些部分持否定的态度，那么该公司也许应该努力使消费者的态度朝有利的方向转变。

　　Changing negative consumer attitudes to positive ones is usally a long, difficult, expensive task.

　　要把消费者的否定态度转变为肯定是一个漫长、坚信和代价高昂的任务。

　　PART ONE: INTERVIEW

　　(1) What can a company do to keep its customers?

　　公司应如何留住顾客?

　　First, it must understand what its customers need. Second, it must do everything it can to provide products and services to meet or exceed customers needs. Third, it must go out of its way to keep its customers so that they will come and bring others.

　　(2) How can a company respond to demanding customers?

　　公司该如何应对挑剔的顾客?

　　By showing sensitivity and attention to customer needs and expectations.

　　(3) Is it important for a company to establish rapport and long-term relationships with its customers?(Why?/Why not?)

　　公司与顾客建立持久的良好关系很重要吗?(为什么?)

　　Yes, it’s important, because the company can establish repeat business. This makes good sense. It costs significantly less to keep a customer than to get a new one.

　　(4) Is providing quality products important in retaining customers? (Why?/Why not?)

　　提供高质量的产品对留住顾客是否重要?(为什么?)

　　Yes, it is important, because customers usually expect quality. If their expectations cannot be met, they may show impatience, as a result, they may switch to other suppliers.

　　PART TWO: MINI-PRESENTATION

　　What is important when…?

　　Maintaining customer loyalty 维持顾客的忠诚度应注意哪些要点?

　　l Discounts 折扣

　　l Quality products 高质量的产品

　　l

　　When maintaining customer loyalty, it is important to offer discounts to regular customers. By offering discounts, a company can make its existing customers happy and remain loyal to the company’s products.

　　The quality of products is also important, because customers expect good quality. If the product cannot meet their expectations, they may get disappointed, and as a result, they would try other brands of products.

　　In addition, quality service is also important. Successful businesses try to supply service and follow-up in a timely manner to retain their customers. If a business is losing customers. It will lose profits.

　　维持顾客忠诚度的时候，为老主顾提供打折服务是很重要的。通过提供折扣，公司可以让现有的客户满意并且保留他们对产品的忠诚度。

　　产品的质量也很重要，因为客户期望高质量。如果产品不能满足他们的希望，他们会感到失望，结果是，他们会尝试其他品牌的产品。

　　除此之外，高品质的服务也很重要。成功的企业试图提供服务紧接着是及时的意义上来保留客户。如果公司损失了客户，那么将会损失利益。

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