题目列表(包括答案和解析)
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Traditionally, customers may consider more about what they buy the product for. However, the image
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Traditionally, customers may consider more about what they buy the product for. However, the image of product and the consuming circumstance have become the key points to attract customer awareness and stimulate their buying needs. Frequently, customers buy goods just because they are cute, lovely and unique. With a less emphasis on functional utilities, the experience and imaginative space are placed into an increasingly important role. The image of product is emphasized, as well as the communication between products and consumers. “Customer behavior, which appears to be focused and directed at the object and at pleasure, in fact responds to quite different objectives: displaced expression of desire, and the production of a code of social values through the use of differential signs”(Baudrillard) . The reason for image-oriented customer behavior is probably that customers’ lifestyle has been continuously virtualized by paying much attention to “Virtual Reality”. The evidences can be traced from computer games and Hollywood movies, in which customers’ preference for fleeing reality is perfectly matched.
This change requires us to take efforts to enhance product image by integrating style, color, taste, shape and material, and communicate with customers creatively, imaginatively and innovatively, and enable them to enjoy the distinctive experience image brings. “[A] need is not a need for a particular object as much as it is a ‘need’ for difference” ( Baudrillard). The typical example is Apple Computer’s IMAC, which has strong visual impact and outstanding dynamics. By this way, customer relationship can be set up through image, and brand can be treated as living that can transform people. Other examples commonly used are Disney Fairyland and Las Vegas, where new experience and imagination are fully demonstrated. In sum, consumption is negotiation, a never-ending conversation held in the languages of advertising, packaging, branding, fashion, and entertainment.
More Attention to the Image of Product
| Main comparisons | Contexts |
| Different aspects ____1____about by people when they are shopping. | In the past, people think more about the __2__of the goods. |
| People today are more easily ___3____by the ___4___ of product and the buying atmosphere. | |
| Different ____5__ to promote sales | Traditionally, producers may focus more on the functional utilities of goods. |
| Nowadays, product image should be __6___and there should be more effective ___7____with customers. | |
| More details worth noticing | |
| The___8___ for image-centered behavior | Influenced by computer games and Hollywood movies, people’s ___9____is virtualized. |
| ___10_____are given to prove the importance of image | Apple Computer’s IMAC/ Disney Fairyland/ Las Vegas |
Traditionally, customers may consider more about what they buy the product for. However, the image of product and the consuming circumstance have become the key points to attract customer awareness and stimulate their buying needs. Frequently, customers buy goods just because they are cute, lovely and unique. With a less emphasis on functional utilities, the experience and imaginative space are placed into an increasingly important role. The image of product is emphasized, as well as the communication between products and consumers. “Customer behavior, which appears to be focused and directed at the object and at pleasure, in fact responds to quite different objectives: displaced expression of desire, and the production of a code of social values through the use of differential signs”(Baudrillard) . The reason for image-oriented customer behavior is probably that customers’ lifestyle has been continuously virtualized by paying much attention to “Virtual Reality”. The evidences can be traced from computer games and Hollywood movies, in which customers’ preference for fleeing reality is perfectly matched.
This change requires us to take efforts to enhance product image by integrating style, color, taste, shape and material, and communicate with customers creatively, imaginatively and innovatively, and enable them to enjoy the distinctive experience image brings. “[A] need is not a need for a particular object as much as it is a ‘need’ for difference” ( Baudrillard). The typical example is Apple Computer’s IMAC, which has strong visual impact and outstanding dynamics. By this way, customer relationship can be set up through image, and brand can be treated as living that can transform people. Other examples commonly used are Disney Fairyland and Las Vegas, where new experience and imagination are fully demonstrated. In sum, consumption is negotiation, a never-ending conversation held in the languages of advertising, packaging, branding, fashion, and entertainment.
More Attention to the Image of Product
| Main comparisons | Contexts |
| Different aspects ____1____about by people when they are shopping. | In the past, people think more about the __2__of the goods. |
| People today are more easily ___3____by the ___4___ of product and the buying atmosphere. | |
| Different ____5__ to promote sales | Traditionally, producers may focus more on the functional utilities of goods. |
| Nowadays, product image should be __6___and there should be more effective ___7____with customers. | |
| More details worth noticing | |
| The___8___ for image-centered behavior | Influenced by computer games and Hollywood movies, people’s ___9____is virtualized. |
| ___10_____are given to prove the importance of image | Apple Computer’s IMAC/ Disney Fairyland/ Las Vegas |
High-quality customer service is preached(宣扬) by many ,but actually keeping customers happy is easier said than done.
Shoppers seldom complain to the manager or owner of a retail store, but instead will alert their friends, relatives, co-workers, strangers-and anyone who will listen.
Store managers are often the last to hear complaints, and often find out only when their regular customers decide t frequent their competitors, according to a study jointly conducted by Verde group and Wharton school.
“Storytelling hurts retailers and entertains consumers,” said Paula Courtney, President of the Verde group.” the store loses the customer, but the shopper must also find a replacement.”
On average, every unhappy customer will complain to at least four other, and will no longer visit the specific store for every dissatisfied customer, a store will lose up to three more due to negative reviews. The resulting “snowball effect” can be disastrous to retailers.
According to the research, shoppers who purchased clothing encountered the most problems. ranked second and third were grocery and electronics customers.
The most common complaints include filled parking lots, cluttered (塞满了的) shelves, overloaded racks, out-of-stock items, long check-out lines, and rude salespeople.
During peak shopping hours, some retailers solved the parking problems by getting moonlighting（业余兼职的）local police to work as parking attendants. Some hired flag wavers to direct customers to empty parking spaces. This guidance eliminated the need for customers to circle the parking lot endlessly, and avoided confrontation between those eyeing the same parking space.
Retailers can relieve the headaches by redesigning store layouts, pre-stocking sales items, hiring speedy and experienced cashiers, and having sales representatives on hand to answer questions.
Most importantly, salespeople should be diplomatic and polite with angry customers.
“Retailers who’re responsive and friendly are more likely to smooth over issues than those who aren’t so friendly.” said Professor Stephen Hoch. “Maybe something as simple as a greeter at the store entrance would help.”
Customers can also improve future shopping experiences by filing complaints to the retailer, instead of complaining to the rest of the world. Retailers are hard-pressed to improve when they have no idea what is wrong.
Why are store managers often the last to hear complaints?
A. Most customers won’t bother to complain even if they have had unhappy experiences.
B. Customers would rather relate their unhappy experiences to people around them.
C. Few customers believe the service will be improved.
D. Customers have no easy access to store managers.
What does Paula Courtney imply by saying “ … the shopper must also find a replacement” (Line 2, Para. 4)?
A. New customers are bound to replace old ones.
B. It is not likely the shopper can find the same products in other stores.
C. Most stores provide the same.
D. Not complaining to the manager causes the shopper some trouble too.
What contributes most to smoothing over issues with customers?
A. Manners of the salespeople.
B. Hiring of efficient employees.
C. Huge supply of goods for sale.
D. Design of the store layout.
To achieve better shopping experiences, customers are advised to _________.
A. exert pressure on stores to improve their service
B. settle their disputes with stores in a diplomatic way
C. voice their dissatisfaction to store managers directly
D. shop around and make comparisons between stores
High-quality customer service is preached(宣扬) by many, but actually keeping customers happy is easier said than done.
Shoppers seldom complain to the manager or owner of retail store, but instead will alert their friends, relatives, co-workers, strangers and anyone who will listen.
Store managers are often the last to hear complaints, and often find out only when their regular customers decide to frequent their competitors, according to a study jointly conducted by Verde group and Wharton school.
“Storytelling hurts retailers and entertains consumers.” Said Paula Courtney, president of the Verde group. “The store loses the customer, but the shopper must also find a replacement.”
On average, every unhappy customer will complain to at least four other, and will no longer visit the specific store for every dissatisfied customer, a store will lose up to three more due to negative reviews. The resulting “snowball effect” can be disastrous to retailers.
According to the research, shoppers who purchased clothing encountered the most problems. Ranked second and third were grocery and electronics customers.
The most common complaints include filled parking lots, cluttered(塞满了的) shelves, overloaded racks, out-of-stock items, long check-out lines, and rude salespeople.
During peak shopping hours, some retailers solved the parking problems by getting moonlighting local police to work as parking attendants. Some hired flag wavers to direct customers to empty peaking spaces. This guidance got rid of the need for customers to circle the parking lot endlessly, and avoided confrontation between those eyeing the same parking space.
Retailers can relieve the headaches by redesigning store layouts, pre-stocking sales items, hiring speedy and experienced cashiers, and having sales representatives on hand to answer questions. Most importantly, salespeople should be diplomatic and polite with angry customers.
“Retailers who’re responsive and friendly are more likely to smooth over issues than those who aren’t so friendly.” Said professor Stephen Hoch. “Maybe something as simple as a greeter at the store entrance would help.”
Customers can also improve future shopping experiences by filing complaints to the retailer, instead of complaining to the rest of the world. Retailers are hard-pressed to improve when they have no idea what is wrong.
【小题1】Why are store managers often the last to hear complaints?
| A．Few customers believe the service will be improved. |
| B．Customers would rather relate their unhappy experiences to people around them. |
| C．Customers have no easy access to store managers. |
| D．Most customers won’t bother to complain even if they have had unhappy experiences. |
| A．can find their cars easily after shopping | B．won’t have trouble parking their cars |
| C．can stay longer browsing in the store | D．won’t have any worries about security |
| A．Design of the store layout. | B．Hiring of efficient employees. |
| C．Manners of the salespeople. | D．Huge supply of goods for sale. |
| A．voice their dissatisfaction to store managers directly |
| B．shop around and make comparisons between stores |
| C．settle their disputes with stores in a diplomatic way |
| D．put pressure on stores to improve their service |
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