(完整版)工商管理专业英语unit10
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➢ dissatisfied: adj. Feeling or exhibiting a lack of contentment or satisfaction. 不满意的，不高兴的感觉或流露不满意或不满足的
➢ consistently: adv. 一贯地， 一向， 始终如一地 ➢ vow: v. To declare or assert: 宣称或断言： ➢ switch: v. To shift, transfer, or divert 改变转变、转移或改换 ➢ affinity: n. A natural attraction or feeling of kinship. 共鸣，吸引
➢ accompanying: adj. 陪伴的, 附随的
➢ offset: v. To counterbalance, counteract, or compensate for: 平衡、中和或补偿：
➢ nonmonetary: adj. 非货币的,非金融的 ➢ assessment: n. The act of assessing; appraisal. 评
Unit 10 Defining Customer Value and
Satisfaction
作者 南开大学 商学院 李桂华
Business School of Nankai University
Glossary
➢ array: n. An impressively large number, as of persons or objects: 大量 ，令人瞩目的大数量，如人 或物
自然的吸引或亲密的感情 ➢ monitor: v. To test or sample on a regular or ongoing basis: 测
试，取样定期和持续地监测并进行抽样调查 ➢ compare: v. To draw comparisons. 比较，区别 ➢ durable: adj. Lasting; stable: 持久的；稳定的 ➢ anticipated: adj. 预先的
➢ Total customer value: The total of all of the product, services, personnel, and image values that a buyer receives from a marketing offer.
➢ Total customer cost: The total of all the monetary, time, energy, and psychic costs associated with a marketing offer.
源自文库估，估价, 估价的行为；评估
Business School of Nankai University
Glossary
➢ apparent: adj. Readily understood; clear or obvious. 显然的； 明明白白的
➢ augment: v. To make (something already developed or well under way) greater, as in size, extent, or quantity: 扩大，增加， 加强使（已经发展的或稳妥进行的事物）在尺寸、程度或数量方 面增大：
➢ mobility: n. The quality or state of being mobile. 易 动性易动的性质或状态
➢ bulldozer: n. A heavy, driver-operated machine for clearing and grading land, usually having continuous treads and a broad hydraulic blade in front. 推土机用 来清除和平整土方的重型的，驾驶操作的机器，常有 连续的履带，前部有宽的液压铲刀
Business School of Nankai University
Text
More than 35 years ago, Peter Drunker insightfully observed that a company’s first task is “to create customers.” However, creating customers can be a difficult task. Today’s customers face a vast array of product and brand choices, price, and suppliers. The company must answer a key question: How do customers make their choices?
The answer is that customers choose the marketing offer that gives them the most value. Customers are valuemaximizers, within the bounds of search costs and limited knowledge, mobility, and income. They form expectations of value and act upon them. Then they compare the actual value they receive in consuming the product to the value expected, and this affects their satisfaction and repurchases behavior. We will now examine the concepts of customer value and customer satisfaction more carefully.
Business School of Nankai University
Key Terms and Concepts
➢ Customer delivered value: The consumer’s assessment of the product’s overall capacity to satisfy his or her needs. The difference between total customer value and total customer cost of a marketing offer—“profit” to the customer.
➢ consistently: adv. 一贯地， 一向， 始终如一地 ➢ vow: v. To declare or assert: 宣称或断言： ➢ switch: v. To shift, transfer, or divert 改变转变、转移或改换 ➢ affinity: n. A natural attraction or feeling of kinship. 共鸣，吸引
➢ accompanying: adj. 陪伴的, 附随的
➢ offset: v. To counterbalance, counteract, or compensate for: 平衡、中和或补偿：
➢ nonmonetary: adj. 非货币的,非金融的 ➢ assessment: n. The act of assessing; appraisal. 评
Unit 10 Defining Customer Value and
Satisfaction
作者 南开大学 商学院 李桂华
Business School of Nankai University
Glossary
➢ array: n. An impressively large number, as of persons or objects: 大量 ，令人瞩目的大数量，如人 或物
自然的吸引或亲密的感情 ➢ monitor: v. To test or sample on a regular or ongoing basis: 测
试，取样定期和持续地监测并进行抽样调查 ➢ compare: v. To draw comparisons. 比较，区别 ➢ durable: adj. Lasting; stable: 持久的；稳定的 ➢ anticipated: adj. 预先的
➢ Total customer value: The total of all of the product, services, personnel, and image values that a buyer receives from a marketing offer.
➢ Total customer cost: The total of all the monetary, time, energy, and psychic costs associated with a marketing offer.
源自文库估，估价, 估价的行为；评估
Business School of Nankai University
Glossary
➢ apparent: adj. Readily understood; clear or obvious. 显然的； 明明白白的
➢ augment: v. To make (something already developed or well under way) greater, as in size, extent, or quantity: 扩大，增加， 加强使（已经发展的或稳妥进行的事物）在尺寸、程度或数量方 面增大：
➢ mobility: n. The quality or state of being mobile. 易 动性易动的性质或状态
➢ bulldozer: n. A heavy, driver-operated machine for clearing and grading land, usually having continuous treads and a broad hydraulic blade in front. 推土机用 来清除和平整土方的重型的，驾驶操作的机器，常有 连续的履带，前部有宽的液压铲刀
Business School of Nankai University
Text
More than 35 years ago, Peter Drunker insightfully observed that a company’s first task is “to create customers.” However, creating customers can be a difficult task. Today’s customers face a vast array of product and brand choices, price, and suppliers. The company must answer a key question: How do customers make their choices?
The answer is that customers choose the marketing offer that gives them the most value. Customers are valuemaximizers, within the bounds of search costs and limited knowledge, mobility, and income. They form expectations of value and act upon them. Then they compare the actual value they receive in consuming the product to the value expected, and this affects their satisfaction and repurchases behavior. We will now examine the concepts of customer value and customer satisfaction more carefully.
Business School of Nankai University
Key Terms and Concepts
➢ Customer delivered value: The consumer’s assessment of the product’s overall capacity to satisfy his or her needs. The difference between total customer value and total customer cost of a marketing offer—“profit” to the customer.