新编大学英语阅读部分第一册Unit6-1

Unit 6
Shopping

In-Class Reading

Consumer Behavior of Young People

I. Word List
Directions: Memorize the words and phrases before class. You will benefit from your effort when you get the passage from your teacher and read it in class.


Proper Names

Apple computer
(美国)苹果电脑

Kraft 美国
Kraft General Foods Group 的简称

Seventeen
《十七岁》(美国杂志名，主要面向年轻人)

New Words

ad *
n. an advertisement 广告

adolescent *
n. a young person who is developing into an adult 青少年
adj. 青春期的

adulthood¹
n. a state of being adult 成年

aesthetic² *
adj. relating to the enjoyment³ or study of beauty 美学的
e.g. The new building has little aesthetic value.

appeal *
n. attractiveness, interest 吸引力
e.g. This kind of music hasn't much appeal for me.

appreciate *
v. recognize or understand that something is valuable, important or as described 完全了解,明白
e.g. I don't think you appreciate how much time I spent preparing this meal for you.

brand *
n. a type of product made by a particular company 商品的牌子,商标

buyer
n. a person who buys 购买者

buymanship
n. the qualities a wise buyer has 购买经验

campaign *
n. a series of actions intended to achieve a particular result, especially in politics or business 运动
e.g. a campaign for equal rights

conclusion *
n. something you decide after considering all the information you have 结论
e.g. At first I thought he was a bit shy, but I've come to the conclusion that he's simply unfriendly.

consideration *
n. careful thought and attention 考虑
e.g. After some consideration we've decided⁴ to sell the house.

contemporary *
adj. of the present time; modern 当代的,现代的
e.g. contemporary art/dance/music

cosmetics⁵
n. 化妆品

criterion *
n. (plural criteria⁶) a standard by which something is judged 标准
e.g. More detailed⁷ criteria are necessary before a logical decision can be reached.

distribute *
v. 分发, 分配
e.g. The world's wealth is not fairly distributed between men and women.

economics *
n. 经济学

educational *
adj. 有教育意义的,提供咨询的
e.g. I found the experience most educational.

emphasize *
v. stress 强调
e.g. He emphasized the importance of careful driving.

entertainment *
n. things such as film, television, performance, etc. that amuse or interest people
e.g. The local entertainments are listed in the newspaper.

evaluation⁸ *
n. the act of considering something to see how useful or valuable it is 评价,估计
e.g. Evaluation of this new treatment cannot take place until all the data has been collected.

extent *
n. the length or area to which something extends 程度,范围
e.g. People are affected⁹ to different extents by what they see on television.

grocery
n. a grocer's 杂货店

growth *
n. the process of growing, an increase 增长
e.g. The government is trying to limit population growth.

heavily *
adv. 大量地
e.g. smoke/drink heavily

impact *
n. a strong impression or effect 影响
e.g. Her speech made a tremendous impact on everyone.

instrument *
n. 乐器
e.g. Which instrument do you play?

introduction *
n. 介绍

jeans *
n. (plural) 牛仔裤

jewelry¹⁰
n. 珠宝, 首饰

kit¹¹ *
n. (供学生等用的) 一套资料

loyalty¹² *
n. 忠诚

marketer
n. 市场营销人员, 研究市场营销者

marketplace
n. 市场

mature *
v. 成熟
e.g. Her character matured during these years.

media *
n. 新闻媒体
e.g. The media have launched a bitter attack on the Health Minister.

nevertheless *
adv. 然而
e.g. He insisted that everything would be all right. Nevertheless, I could not help feeling anxious.

orient *
v. aim something at, or make something suitable for a particular group of people 以......为方向,以......为目的
e.g. The World Bank is taking steps to orient its lending to reducing poverty.

consumption-oriented
消费型的,重视消费的

packaged *
adj. put or made up into a box or a container to be sold 袋装的

parental¹⁴
adj. 父母的

peer *
n. a person who is the same age as another 同龄人

perceive *
v. understand or think of something in a particular way 看待
e.g. I perceived him to be a rather shy man.

prior *
adj. existing or coming before in time, order, or importance 先前的,优先的
e.g. I have to refuse your invitation because of a prior engagement.

process *
n. 步骤, 过程
e.g. Reforming the education system will be a difficult process.

product *
n. something useful that is made in a factory, grown, or taken from nature 产品

program *
= programme (见第四课)

properly *
adv. 恰当地
e.g. She'll have to learn to behave properly.

rational *
adj. showing clear thought or reason 理性的,合理的
e.g. There must be a perfectly¹⁵ rational explanation for what happened.

recipe *
n. a set of instructions telling you how to prepare and cook food 菜谱

relatively¹⁶ *
adv. fairly, compared with other things 相对地
e.g. The drug has relatively few known side effects.

rely *
v. 依靠
e.g. Nowadays we rely increasingly on computers for help.

respondent
n. (民意测验等的) 调查对象, (问卷调查的) 答卷人

secondary *
adj. second in rank, value, or importance 第二的,次要的
e.g. Getting there is the main thing-how we get there is a secondary consideration.

selection *
n. 选择
e.g. Success is achieved by the careful selection of projects.

significant *
adj. having an important effect or influence 重要的,有意义的
e.g. Please inform us if there are any significant changes in your plans.

source *
n. a person, book, or document that supplies you with information 来源,提供消息者
e.g. I've heard from reliable sources that the company is in trouble.

stereo *
adj. 立体声的

strategy *
n. a well-planned series of actions for achieving an aim, especially success against an opponent 策略
e.g. The company will spend $ 6 million on the development of new products and sales strategies.

style *
n. the design of something, which decides what shape or appearance it will have 样式
e.g. When was this style of dress in fashion?

supervision¹⁷ *
n. 监督, 指导

survey *
n. an examination of opinions, behavior etc., made by asking people questions 调查

teen
n. 见 teenager

teenage
adj. (only before noun) aged¹³ between 13 and 19, or concerning someone of that age 青少年的

teenager *
n. someone who is between 13 and 19 years old 13至19岁的青少年

tend *
v. be likely to behave in a certain way 倾向于，趋于
e.g. I tend to go to bed earlier during the winter.

tentative *
adj. 试探性的,暂定的

trier
n. 实验者


Consumer Behavior of Young People

1 Marketers are interested in understanding what products will sell well in the youth market. It is also important to appreciate the influence that young people have on the purchases of others, such as parents. In fact, sometimes marketers are more interested in young people's influence on other buyers than in their role as the main purchasers of certain items.
2 How do youths spend their incomes? Both female and male teenagers spend most of their money on clothes, CDs, stereo equipment, entertainment, and travel. Young women spend most on cosmetics, followed by clothes and jewelry. Young men spend the most on sporting goods, cameras, CDs, stereo equipment, bicycles, shoes, jeans, musical instruments, and electronic games.
3 As members of a highly consumption-oriented society, teenagers have become increasingly aware of new products and brands. They are natural "triers" and spend hours shopping for themselves.
4 In addition to their direct impact on the marketplace, youths have a secondary influence on many of the products and brands their parents choose. For example, research reveals that three out of four teens influence their parents' purchasing decisions. For major purchases, teens' highest influence occurs in the first stage of the decision-making process and is strongest for aesthetic considerations such as style, color, and make of the product but weakest for decisions such as where and when to purchase and how much money to spend.
Apple computer's research showed that teens are influencing family decisions about buying computers. As a result, one of its recent model introductions used contemporary hit radio and computer magazines popular with young people to encourage teens to convince their parents to buy the new product.
5 With the large growth in the number of families of two working parents, youths are doing more of the food shopping and other shopping for parents. For example, one study found that 80 percent of teenagers were "heavily involved" in family food shopping.
Kraft recognized the importance of teenage grocery shopping and is advertising¹⁸ in music television programs, in teen magazines, and on contemporary hit radio, emphasizing recipes containing Kraft products. Along with the ad campaign, Kraft also produced an educational kit on "Food Buymanship" which is given to home-economics teachers to distribute to teenagers in school.
6 Thus, it is clear that this market also occupies an important position in terms of its secondary influence on parents' buying decisions.
7 Another factor emphasizing the market importance of the youth is that this is the time when brand loyalties¹⁹ may be formed that could last well into adulthood. For example, a brand-loyalty study done by Seventeen magazine found that at least 30 percent of adult women were using the same brands they first chose as teenagers. Translated into total market figures, the findings would mean, for instance, that 6,760,000 women still are using the same brand of cosmetics and 8,900,000 still are eating the same kind of packaged cheese that they first bought.
8 During the process of making their buying decision, to what extent are teens influenced by parents, friends, sales clerks, media, or other sources? For many product decisions, friends are the most significant influence. Nevertheless, parents are still an important factor affecting many buying decisions. The important point is that although peer pressure is quite strong, family influences are also significant. Thus, the marketer should know which group, parents or peers, has the most influence at any given time so they can plan their marketing²⁰ strategies properly.
9 Teenagers often spend hours shopping, especially on weekends. The fact that they are doing more shopping may result in their spending more money in stores they go to. In addition, youths often have a great deal of authority in store-selection decisions, which means that stores must attract them with an effective appeal. Although the popular belief is that young people buy products impulsively²¹ and are less rational than the market as a whole, surveys indicate that most respondents aged 14 to 25 compare prices and brands before buying. Research on adolescent shopping behavior has produced the following tentative conclusions:
. Adolescents tend to rely more on personal sources for information on sophisticated products such as computers, and most on media for information on more ordinary products such as clothing or cosmetics.
. At the product-evaluation stage of the decision process, price and brand name are perceived as the most important criteria, with a relatively low influence coming from parents and peers.
. As teenagers mature, they use more sources of consumer information prior to decision making, rely more on friends and less on parents for information and advice in buying, and prefer to purchase products without parental supervision. (806 words)

Time taken: _____ minutes


Phrases and Expressions

along with
in addition to 除......之外
e.g. Tobacco is taxed in most countries, along with alcohol.

in addition to
besides, apart from 除......之外
e.g. He's now running his own research company--that's in addition to his job at the university.

in terms of 按照,在......方面,从......方面(说来)
e.g. In terms of customer satisfaction, the policy cannot be criticized.

perceive ... as
think of ... as
e.g. We began to perceive him as a man of taste.

prior to
before
e.g. All the arrangements should be completed prior to your departure (离开).

rely on
depend on, trust 依靠
e.g. British weather can never be relied on--it's always changing.

result in
make something happen, cause 导致
e.g. Environmental pollution is resulting in the forests dying.

tend to
be likely to 倾向于
e.g. We tend to get cold winters and warm, dry summers in this part of the country.

1 adulthood   

n.成年，成人期

参考例句：

• Some infantile actions survive into adulthood.某些婴儿期的行为一直保持到成年期。
• Few people nowadays are able to maintain friendships into adulthood.如今很少有人能将友谊维持到成年。

2 aesthetic   

adj.美学的，审美的，有美感

参考例句：

• My aesthetic standards are quite different from his.我的审美标准与他的大不相同。
• The professor advanced a new aesthetic theory.那位教授提出了新的美学理论。

3 enjoyment   

n.乐趣；享有；享用

参考例句：

• Your company adds to the enjoyment of our visit. 有您的陪同，我们这次访问更加愉快了。
• After each joke the old man cackled his enjoyment.每逢讲完一个笑话，这老人就呵呵笑着表示他的高兴。

4 decided   

adj.决定了的，坚决的；明显的，明确的

参考例句：

• This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
• There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。

5 cosmetics   

n.化妆品

参考例句：

• We sell a wide range of cosmetics at a very reasonable price. 我们以公道的价格出售各种化妆品。
• Cosmetics do not always cover up the deficiencies of nature. 化妆品未能掩饰天生的缺陷。

6 criteria   

n.标准

参考例句：

• The main criterion is value for money.主要的标准是钱要用得划算。
• There are strict criteria for inclusion in the competition.参赛的标准很严格。

7 detailed   

adj.详细的，详尽的，极注意细节的，完全的

参考例句：

• He had made a detailed study of the terrain.他对地形作了缜密的研究。
• A detailed list of our publications is available on request.我们的出版物有一份详细的目录备索。

8 evaluation   

n.估价，评价；赋值

参考例句：

• I attempted an honest evaluation of my own life.我试图如实地评价我自己的一生。
• The new scheme is still under evaluation.新方案还在评估阶段。

9 affected   

adj.不自然的，假装的

参考例句：

• She showed an affected interest in our subject.她假装对我们的课题感到兴趣。
• His manners are affected.他的态度不自然。

10 jewelry   

n.（jewllery）（总称）珠宝

参考例句：

• The burglars walked off with all my jewelry.夜盗偷走了我的全部珠宝。
• Jewelry and lace are mostly feminine belongings.珠宝和花边多数是女性用品。

11 kit   

n.用具包，成套工具；随身携带物

参考例句：

• The kit consisted of about twenty cosmetic items.整套工具包括大约20种化妆用品。
• The captain wants to inspect your kit.船长想检查你的行装。

12 loyalty   

n.忠诚，忠心

参考例句：

• She told him the truth from a sense of loyalty.她告诉他真相是出于忠诚。
• His loyalty to his friends was never in doubt.他对朋友的一片忠心从来没受到怀疑。

13 aged   

adj.年老的，陈年的

参考例句：

• He had put on weight and aged a little.他胖了，也老点了。
• He is aged,but his memory is still good.他已年老，然而记忆力还好。

14 parental   

adj.父母的；父的；母的

参考例句：

• He encourages parental involvement in the running of school.他鼓励学生家长参与学校的管理。
• Children always revolt against parental disciplines.孩子们总是反抗父母的管束。

15 perfectly   

adv.完美地，无可非议地，彻底地

参考例句：

• The witnesses were each perfectly certain of what they said.证人们个个对自己所说的话十分肯定。
• Everything that we're doing is all perfectly above board.我们做的每件事情都是光明正大的。

16 relatively   

adv.比较...地，相对地

参考例句：

• The rabbit is a relatively recent introduction in Australia.兔子是相对较新引入澳大利亚的物种。
• The operation was relatively painless.手术相对来说不痛。

17 supervision   

n.监督，管理

参考例句：

• The work was done under my supervision.这项工作是在我的监督之下完成的。
• The old man's will was executed under the personal supervision of the lawyer.老人的遗嘱是在律师的亲自监督下执行的。

18 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

19 loyalties   

n.忠诚( loyalty的名词复数 )；忠心；忠于…感情；要忠于…的强烈感情

参考例句：

• an intricate network of loyalties and relationships 忠诚与义气构成的盘根错节的网络
• Rows with one's in-laws often create divided loyalties. 与姻亲之间的矛盾常常让人两面为难。 来自《简明英汉词典》

20 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

21 impulsively   

adv.冲动地

参考例句：

• She leant forward and kissed him impulsively. 她倾身向前，感情冲动地吻了他。
• Every good, true, vigorous feeling I had gathered came impulsively round him. 我的一切良好、真诚而又强烈的感情都紧紧围绕着他涌现出来。