新東方網>BBC>BBC英語教學>潮流英語>隨身英語>正文

        消費者對品牌忠誠嗎?

        2020-09-09 14:03

        來源:bbc

        作者:

        隨身英語

        Are people loyal to brands? 消費者對品牌忠誠嗎?

        品牌公司和廣告專家說那些忠實于品牌的消費者一定會長期購買某個公司生產的所有產品。然而,有些人認為,這種所謂的忠誠可能更多的是出于購買習慣。本文討論消費者為什么會形成品牌忠誠度。

        詞匯:marketing 營銷

        You might have heard the term 'brand loyalty'. As we enter a 5th generation of console releases, with Sony's PS5 and Microsoft's Xbox series X due to hit our shelves this year, once more psychologists are predicting a wave of purchases based on fidelity.

        But why do people feel compelled to stick with brands? Writer Carol M. Bopp describes brand loyalty as a positive feeling that consumers identify with a certain product or company.  This also draws on the idea of brand awareness: the extent to which customers are familiar with the logo or values of a brand, goods or a service.

        Huge companies pump millions into marketing and advertising, using analytics to determine who is their ICP, or ideal customer profile. It’s no surprise that the ads which pop up on social media somehow feel targeted at or tailored for you. This is because companies spend a lot of time and money analysing who is most likely to become loyal customers.

        This extends to the supermarkets. Many believe that the more expensive branded products are much better than the supermarkets’ own brand. Money-saving experts like Martin Lewis, encourage us to give up the premium or branded products and buy the value versions.

        So, are we really brand loyal? Companies certainly want us to be. But there are those who believe it's more to do with brand habit – that feeling of comfort you get from buying the same product over and over again. Once we’re familiar with a brand and we know that it's OK, we don't feel compelled to try anything else.

        So, the next time you find yourself buying your favourite brand, it might not be down to brand loyalty, but rather to habit, or even that you have been targeted by a specific company through tailored ads.

        詞匯表

        brand loyalty 品牌忠誠度
        hit the (our) shelves 擺上貨架
        fidelity 忠誠
        brand awareness 品牌認知
        logo 商標
        values 價值觀
        goods 商品,貨物
        service 服務
        advertising 廣告
        analytics (數據)分析方法
        ICP (ideal customer profile) 理想客戶特征
        ad 廣告
        targeted 定向的,有目標的
        tailored 特制的,定制的
        own brand (商店的)自有品牌
        premium 高級的,優質的
        branded product 品牌產品
        brand habit 品牌習慣

        測驗與練習

        1.  閱讀課文并回答問題。

        1. What is Martin Lewis's money-saving advice?

        2. Why do ads feel targeted to us?

        3. How do companies determine who their ICP is?

        4. What is brand habit?

        5. How does Carol M. Bopp describe brand loyalty?

        2.  選擇意思恰當的單詞或詞組來完成下列句子。

        1. Companies _______ ads at specific customers they think will buy their products.

        target                            awareness                   loyalty                         values

        2. Martin Lewis thinks we should buy the supermarkets' _______ products.

        premium                        own-brand                  awareness                   values

        3. _______ is the short form of adverts.

        ICP                                Advertising                 Ads                               Aids

        4. Companies use _______ to determine who their ICP is.

        awareness                     analytics                    target                           analyse

        5.  I love the shape and design of their _______.

        values                            logo                           brand                           awareness

        答案

        1.  閱讀課文并回答問題。  

        1. What is Martin Lewis's money saving advice?
        He encourages us to give up the premium or branded products and buy the value versions.

        2. Why do ads feel targeted to us?
        Companies spend a lot of time and money to determine who to target with specific products.

        3. How do companies determine who their ICP is?
        Companies use analytics to determine who their ICP is.

        4. What is brand habit?
        The feeling of being comfortable buying the same product over and over again.

        5. How does Carol M. Bopp describe brand loyalty?
        A positive feeling that consumers identify with a certain product or company.

        2 選擇意思恰當的單詞或詞組來完成下列句子。

        1. Companies target ads at specific customers they think will buy their products.

        2. Martin Lewis thinks we should buy the supermarkets' own brand products.

        3. Ads is the short form of adverts.

        4. Companies use analytics to determine who their ICP is.

        5. I love the shape and design of their logo

        資料下載

        • 七年級上、下冊英語詞匯

          3342次下載 點擊下載
        • 八年級上、下冊英語詞匯

          2621次下載 點擊下載
        • 九年級全冊英語單詞表

          4734次下載 點擊下載
        • 中考英語1600個詞匯手冊

          1854次下載 點擊下載
        • 高考英語詞匯必備3500

          1391次下載 點擊下載
        • 新概念英語1-4冊全套教材

          1391次下載 點擊下載
        名稱名稱
        300次下載

        微信掃碼關注"新東方網"服務號

        回復""立刻獲取!

        猜你喜歡

        • 聽力
        • 口語
        • 閱讀
        • 娛樂
        • 詞匯
        • 寫作

                  新東方英語輔導專區

                  班級名稱 上課地點 上課時間 費用 詳細

                  焦點推薦

                  版權及免責聲明

                  凡本網注明"稿件來源:新東方"的所有文字、圖片和音視頻稿件,版權均屬新東方教育科技集團(含本網和新東方網) 所有,任何媒體、網站或個人未經本網協議授權不得轉載、鏈接、轉貼或以其他任何方式復制、發表。已經本網協議授權的媒體、網站,在下載使用時必須注明"稿件來源:新東方",違者本網將依法追究法律責任。

                  本網未注明"稿件來源:新東方"的文/圖等稿件均為轉載稿,本網轉載僅基于傳遞更多信息之目的,并不意味著贊同轉載稿的觀點或證實其內容的真實性。如其他媒體、網站或個人從本網下載使用,必須保留本網注明的"稿件來源",并自負版權等法律責任。如擅自篡改為"稿件來源:新東方",本網將依法追究法律責任。

                  如本網轉載稿涉及版權等問題,請作者見稿后在兩周內速來電與新東方網聯系,電話:010-60908555。

                  主站蜘蛛池模板: 99久久精品国产免费| 小雪与门卫老头全文阅读| 手机国产乱子伦精品视频| 处处吻动漫高清在线观看| 国产成人综合久久亚洲精品| 冬日恋歌国语版20集中文版| 亚洲中文字幕在线观看| 中文字幕av一区乱码| 中文精品无码中文字幕无码专区| www四虎在线高清| 国产乱子精品免费视观看片| 精品久久久久久亚洲综合网| 欧美va天堂在线影院| 女人扒开腿让男人桶个爽| 国产女人91精品嗷嗷嗷嗷| 做暧暧免费小视频| 久久婷婷国产综合精品| 97国产在线播放| 美女又黄又免费的视频| 欧美77777| 天天干天天操天天摸| 国产三级精品三级男人的天堂| 亚洲欧美另类第一页| 丁香伊人五月综合激激激| 99久久精品国产一区二区成人 | 亚洲国产美女精品久久| 中文日韩字幕一区在线观看| 18禁男女无遮挡啪啪网站| 精品中文字幕乱码一区二区| 日韩视频在线观看| 国内亚州视频在线观看| 午夜无码国产理论在线| 亚洲伊人久久精品| eeuss影院130020部| 美女女女女女女bbbbbb毛片| 日韩大片在线永久免费观看网站| 国产高清一级伦理| 伊人久久大香线蕉综合爱婷婷 | 天堂а√中文最新版在线| 厨房切底征服岳| 久久久久久国产精品无码下载|