【实用资料】商务英语2备课笔记Unit 4.doc

Unit 4

1. Cognitive Information（认知信息）: Consumer Satisfaction

2. Language Focus（内容重点）

—Key Words: Ⅰ. bargain, trick, extort, silly, innocent, novelty, whereupon, rush, breathtaking, impertinence, plead, outrage, sane, trifle, extravagant, loo, sticky; Ⅱ. persuade, rational, checkout, counter, thought-out, vulnerable, economy, dependability, convenience, rock （music）, nutritious, package, intelligent

—Phrases: Ⅰ. to start with, might as well, for the sake of, in one’s defense, as though, for one’s life time, pile up, fall for, serve sb. right, all the same; Ⅱ. at other times, for pleasure —Word Study: accuse, offer, resist, fade, prohibit

—Useful Structures: I feel certain that ...

It will sell well.

even though ...

do a good job

—Grammar: Subjunctive Mood of V erbs （1）

3. Communicative Skills（交际技能）

—Expressions: Expressions of “Complaining”

—Practical Reading: Advertisements of Bargains

4. Lexical Knowledge（词汇学知识）:

Suffixes: able/ible, al, ant/ent, ary/ory, an/ian bargain an effective sales technique to encourage customers to purchase

garage sale 现场旧货出售

chain store 连锁商店five-and-ten-cent store/dime store 廉价商店

grocery store 杂货店e-business in the Internet 网上交易

supermarket 超级市场auction market 拍卖市场

sky market 露天市场flea market 跳蚤市场（旧货和廉价商品市场）

night market夜市public produce market 农产品零售市场

street market 路摊 secondhand market 旧货市场

Pairwork: Discuss with your partner the following questions.

1.Do you often bargain with shop assistants when you buy things?

2.Do you often look around the shops for bargains?

3.Where or when are you most likely to find a bargain?

4.Have you ever bought anything that you didn’t need just because you thought it was a bargain?

5.What was the best bargain you have found? Describe it to your classmates.

1. Definition of consumer satisfaction

Consumer satisfaction is a business term used to capture the idea of measuring how satisfied an enterprise’s consumers are with the organizations’efforts in a marketplace. Every organization has consumers of some kind. The organization provides products （goods and/or services）of some kind to its consumers through the mechanism of a marketplace. The products the organization provides are subject to competition whether by similar products or by substitution products. The reason an organization is interested in the satisfaction of its consumers is because

consumers purchase the organization’s products. The organization is interested in retaining its existing consumers and increasing the number of its consumers. Consumer satisfaction is an ambiguous.

and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person. The state of satisfaction depends on a number of both psychological and physical variables. The level of satisfaction can also vary depending on other options the consumer may have and other products against which the consumer can compare the organization’s products. Because satisfaction is basically a psychological state, it is difficult to measure quantitatively. In other words, there are no units of satisfaction that have been defined. The usual measures of consumer satisfaction involve a survey instrument with a set of statements using a scale. The consumer is asked to evaluate each statement and then select from a scale how much the consumer agrees or disagrees with the statement.

2. Benefits of consumer satisfaction

Consumer satisfaction has a positive influence on the consumer: the perception of the risk that preceded the purchase disappears; the consumer’s self-concept might improve because the purchase was accomplished successfully; and positive information is frequently spontaneously communicated to other consumers. If a consumer is satisfied with a product, he or she would in future buy that particular product more confidently. Brand loyalty might develop as a result. The benefit of consumer satisfaction to enterprises is that they have managed to provide products to the market that satisfy the needs of consumers. This could in turn ensure the continued existence and growth of the enterprise, particularly if the consumer is satisfied to such an extent that he or she shares the experience with other consumers. Therefore, a successful purchase is not only beneficial to the consumers, but also to the other parties involved （the retailer and the producer that could be represented by a brand or a trade name）.

3. Factors influencing consumer satisfaction

Consumer satisfaction is sometimes defined as a consumer’s evaluation of the actual performance of a purchase （product or service）in terms of pre-formulated objectives and expectations. Consumer satisfaction comes when a purchase is evaluated in the course of its use and the consumer concludes that it meets or exceeds his or her initial expectations. The interaction between expectation of a product and the eventual performance of the product therefore leads to either consumer satisfaction or consumer dissatisfaction. Apart from the fact that individual characteristics of consumers （such as age, level of education, financial status）and personality differences have an influence on the experience of consumer satisfaction and the intensity of the experience subsequent to a purchase, consumer satisfaction as such is complex and difficult to predict. It was speculated that consumer satisfaction is influenced by：

■the product features, taking due account of previous experience, brand-name perceptions and symbolic elements;

■the context of the purchase, which includes the influence of salespeople and social references; ■individual characteristics that entail persuadability and perceptual distortion.

4. Signs and symptoms of compulsive shopping

At its worst, compulsive shopping can threaten marriages, destroy a family’s credit rating and jeopardize its financial future. To gauge your shopping habit, go over the following list of signs and symptoms of compulsive shopping. Experiencing four or more of these situations can indicate a problem with shopping and spending.