商务泛读Book 1_Unit 3.ppt

Unit 3 Text A Buying Motives Word Guessing: popcorn; intangible; retailer; billboard; cashier; dealer; Storage warehouse; beauty salon; real estate agent; Snack bar; marketing Unit 3 Text A Buying Motives Questions: 1. Is the study of buying motives important? Why? (1)For any business, the ultimate goal is to sell products to customers. (2) How to make customers buy your products? Study customers, most important, study their buying motives. Part A Text A I. Questions: 2. What are Primary Buying Motives? Give examples. Next week I will go to work, So I plan to buy an electric bike rather than a new mobile phone; I plan to buy an air conditioner. (suffer from hay fever, to remove pollen from the air) Part A Text A I. Questions: 3. What are Selective Buying Motives? Give examples. A customer wants to buy a razor to shave; Electric razor not a disposable blade razor; (convenience, safety) Panasonic not Philips. Part A Text A I. Questions: 4. What are Rational Buying Motives? Give examples. A customer interested in a new vacuum cleaner may rationalize the old one is no longer effective. Even repaired, it would still be old and might not last; With the new one, cleaning will be easier and do a better job in less time. Part A Text A I. Questions: 5. What are Emotional Buying Motives? Give examples. Jack likes buying Nike sports shoes. A customer purchases natural health foods. (good health; to live a longer life) Part A Text A I. Questions: 6. What are Product Buying Motives? Give examples. A customer buying a set of radial tires is most interested in size, features and price of the tires. Where the tires are bought is of little interest. When I decorated my house and bought electric wires and water pipes, I most cared about the size, quality and price. Where they were bought is less important. Part A Text A I. Questions: 7. What are Patronage Buying Motives? Give examples. A customer o