大学核心商务英语读写教程1课件颜晓川 马瑞香ISBN 9787811348804 PPT u7 B.pptVIP

Introduction to the Text 作者用平实亲切的语言来论述自己的新的营销理念，通过下定义说明技术不是最重要的，重要的是通过增加新的价值来使顾客做出正确的选择，来保持和增加客户的忠诚度。文章遵循问题解决式的结构，先提出问题，营销发生了变化，然后分析原因，最后提出解决的办法。为了进一步说明观点，还给出很多切实可行的建议，这些例子简单易行真实可信，从客户的角度着想。文中多用will既有预测趋势又有规劝之意。 Business Terms Neuromarketing Neuromarketing is a new field of marketing that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one’s physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it. Business Terms Marketing analysts will use neuromarketing to better measure a consumer’s preference, as the verbal response given to the question, “Do you like this product?” may not always be the true answer due to cognitive bias. This knowledge will help marketers create products and services designed more effectively and marketing campaigns focused more on the brain’s response. This makes neuromarketing and its applied results potentially subliminal. Business Terms Neuromarketing will tell the marketer what the consumer reacts to, whether it was the color of the packaging, the sound the box makes when shaken, or the idea that they will have something their co-consumers do not. Business Terms The word “neuromarketing” was coined by Ale Smidts in 2002. Dr David Lewis, founder of The Mindlab International has been dubbed the “father of Neuromarketing” for his pioneering studies of analyzing brain activity for research and commercial purposes Words and Expressions 1. ultimately /5QltImEtlI/ adv. Meaning: in the end; finally Example: