二册第九单元 课文翻译及课后练习答案.docx

In-ClassReadingTranslation课文译文青年人的消费行为1 研究市场营销的人很想了解什么样的产品在年轻人市场上会好销。同时，充分了解年轻人对其他人，如父母亲，的影响也很重要。实际上，与年青人作为某些商品的主要购买者的地位相比，研究市场营销的人更感兴趣的是他们对别的购买者的影响力。2 年轻人是如何花钱的呢？男女青少年把大部分的钱花在衣服，光碟、立体声音响设备、娱乐和旅游上。青年女性把大部分的钱化在化妆品上，其次是衣服和首饰。青年男子把大部分的钱化在体育用品、照相机、光碟、立体声音响设备、自行车、鞋子、牛仔裤、乐器和电子游戏上。3 青少年，作为高消费社会的成员，越来越注意新产品和新品牌。他们是天生的试用者，会花好多小时为自己购物。4 除了他们对市场的直接影响外，年青人还间接地影响着他们父母对商品品牌的选用。例如，研究发现，四分之三的青少年会影响他们父母的购物决定。在购买重要物件时，他们最大的影响在于决定过程中的最初阶段，是在诸如产品的样式、颜色和品牌等审美方面的考虑时影响最大，但在购物的地点、时间、及花多少钱方面则影响力最小。苹果电脑公司的研究表明，十几岁的青少年在家庭购买电脑的决策方面正发挥着影响。因此，公司在最近一次介绍产品型号时利用了深受年青人喜爱的当代流行歌曲电台和电脑杂志，以便鼓励青少年去说服他们的父母亲买这种新产品。5随着双职工家庭的大量增加，青少年越来越多地帮父母购买食品及别的东西。例如，有一项研究发现，百分之八十的青少年“大量地参与”家庭的食物采购。KRAFT公司意识到了年轻人在购买食品杂货方面的重要性，并在音乐电视节目，网站，青少年杂志及当代流行歌曲电台上做广告，突出介绍含有KRAFT产品的食谱。与广告宣传相配合，KRAFT公司还编写了一套有关“食品购买经验”的学习资料，让家政学老师分发给学校里的青少年。6 因此，从间接影响父母购买决策的角度看，青少年市场显然占据一个重要的地位。7 青少年市场显得十分重要的另一因素是，青少年时期也许是养成对商品牌子信赖的时候，而这种信赖会一直延续到成年以后。例如，十七岁杂志做了一项有关商品品牌信赖度的研究，发现至少有百分之三十的成年妇女还在用她们少女时代最初选用的品牌。若转换成市场数字表示，研究发现，总数为6,760,000的妇女还在用同一品牌的化妆品，总数为8,900,000的妇女还在吃同一种盒装的奶酪，这些都是她们最早买过的。8 在青少年进行购物决策的过程中，他们受父母、朋友、售货员、媒体和别的信息来源的影响究竟有多大呢？对于许多产品的选定，朋友的影响最大。然而，父母也是影响许多购物决策的重要因素。很重要的一点是：尽管同龄人的影响很大，家庭的影响也很重要。因此，市场营销人员应该知道在具体某个时间，究竟哪群人最具影响力，是父母亲还是同龄人，这样他们就能恰当地筹划自己的营销策略。9青少年经常花很长的时间购物，尤其是在周末。青少年现在购物更多了，也就会使他们在所光顾的商店里花钱更多。此外，青少年在选择商店上很有决定权，这就意味着商店必须招徒得法来吸引他们。虽然人们通常认为年轻人买东西凭一时冲动,不像整体市场那样理智。但调查表明，大部分年龄在14到25之间的调查对象在购买之前会货比三家，比较价格和牌子。对青少年购物行为的研究得出了下列初步的结论： 在购买像计算机这种高精产品时，青少年更倾向于向个人了解情况，而在购买一般产品时，如衣服和化妆品，则最依赖媒体获取信息。 在决策过程的产品评估阶段，价格和品牌被认为是最重要的标准，而父母和同龄人的影响相对来说要小一些。 随着青少年日趋成熟，他们在决策之前，利用越来越多的渠道去获取消费者信息。购物时更多地依靠朋友，而较少依靠父母来获取信息和建议，并更喜欢在没有父母的指导下购物。After-ClassReadingTranslation课文译文购物1 一些人喜欢购物，为什么会这样？下面的说法有一定道理：有两条X染色体使女性喜欢购物，然而男性的XY染色体结构使得他们在妻子或女友建议去购物时，常背道而驰。2 商店和购物中心尽力使购物更具诱惑力，从零食到衣服，杂货，首饰，运动商品，厨房用具，应有尽有。有人还认为，把节假日列在日历上，主要不是为了纪念民族英雄或者历史事件，而是为了刺激那些原本善于安排家庭开支的好管家放弃他们通常健全的经济头脑，速去商店购物。在美国，绝大多数的商店在感恩节和圣诞节之间的这个月里，销售额占全年总量的一半以上。感恩节过后的这一天是整年最忙的购物日。甚至在人们还来不及享受和消化感恩节火鸡的时候，报纸、电视、广播的广告己向公众发布最廉价商品和大拍卖的消息。3 平常举止优雅通情达理的人们，推推操操拥挤到柜台前看看待售的最新款式的衣服，工具，鞋子，游戏等等。装扮起来的圣诞老人在门口站着，圣诞乐曲陪送购物者前往特别诱惑人的“便宜货”和货物桌那里去。4 购物者被告知这些“完美的礼品”将取悦他们的亲朋好友。钱和信用卡如冬天的风雪一样从购物者和店主手中飞来飞去。当货物从柜台和桌子装入购物袋时，现金出纳机响个不停，商店经理笑开了怀。最后，购物袋和购物车都装得满到提不动推不动为止。一些商店，意识到这令人遗憾的情形，会帮购物者把所购之物存放几天（或者等到购物者手头有更多的钱时），有些商店会提供送货上门的服务，通常是免费的。5 如果说热衷购物的人只把他们的这项活动限于节假日进行，这有失公正。许多人购物不限时间和地点。他们不需要以节日为借口蜂拥至购物中心和商店去寻找最新的商品。对于这些购物诳来说，购物已经成为一项重要的娱乐活动，取代了大大小小的运动，游乐园，电影，甚至合理的饮食。6 与购物诳相反，有些人认为购物无聊或者说得好一点累人。这类购物者一般在直奔商店前就知道他要什么。他们喜欢直接到可以找到他们所需物品的商店柜台或者地方去，店员立即注意到他们的到来；或者最好他们所需之物就放在小推车上，接着就尽快地向收款处走去。这类购物者通常受那些狂热的购物者的嘲笑，不被他们所理解。7 当然，在热衷购物的人和不愿意购物的人之间还有程度不同的购物者。不过，他们中的绝大多数，往往是不愿购物的人，却被热衷购物的配偶或朋友说服，相信购物真的很有趣。而且，如果不去购物，他怎么知道哪里可以买到什么确实便宜的东西呢？8 理论上，购物得当，结果应该掏到价廉物美的商品。实际上，情况很少能这样。购物像赌博，喝酒，打牌这些己经养成习惯的行为一样，会失去控制。似乎很难逃脱商店和购物商场里的商人和推销员的影响。购物可能会被人们普遍接受并成为习尚。课内阅读练习答案PartOnePreparationX.DescribingtheCartoonsSTEPONE1b2a3d4cSTEPTWOSample1. Twoyoungstersarecomingoutofahealthfoodstore.Oneofthemishavingsomeice-cream.Heexplainstohisfriendthatthehealthfoodstoresellsjunkfood(candy,sweets,etc.)secretly.Normallyahealthfoodstoreonlysellswholesome,healthyfoods.2. Abigwomanisclimbingontoarefrigeratortryingtofindthefreshestmilk.HerhandbagisontheflooAshopassistantisstandingbesideherandlookspuzzled.Hesays:"Madamthedatesonthemilkareallthesame.v3. Thisscenetakesplaceinthepaintdepartmentofalargestore.Awomanisholdingabottleofpaintinherhand.Shewantstoshowthatthepaintdoesn'tspray,soshespraysit.Butunfortunatelythistimethesprayworksanditspraysdirectlyontotheshopassistant'sface.Nowtheshopassistant'sfacelooksblack4. Awomanisstandinginfrontofanad.Theadhastwomagneticbarcodesandsays:“TODAYON1.Y,"MARKEDDOWNT0,Itisintendedtotellconsumersthatthereisasale.Butdoesn,tprovideanymoreinformationthanthat.Obviouslypeopledon,tknowwhatisonsaleortheactualprice,sincethemagneticbarcodescanonlybereadbyelectronicscanners.Sothewomanlooksconfused.2 GettingtoKnowEachOther,sShoppingHabitSampleIgoshoppingonceaweekandbuysomefood,suchasfruit,cookies,andsomestationery.Iusuallygoshoppingwithmyroommates.IenjoywindowshoppingwhenIhavetime.Igettheinformationfromnewspapers,TVcommercialsandalsomyfriends.Iftnyfriendsrecommendaparticularbrand,libuythatmyself.Ithinkaprivatesourceismorereliablethanads.Iusuallydon,tspendmuchtimeshoppingbecauseIdon,thavealottobuywhileatschool.MymomdoesmostoftheshoppingformebeforeIcometoschooleachnewsemester,suchasclothing,shoesandotherdailyuseitemsshecanthinkof.Atschool,Ioftenbuyfruit,candies,cookies,drinks,exercisebooks,stationery,etc.Thesethingsareavailableatcampusstoresandshoppingofthiskindcanbedoneonthewaytotheclassroomorback.SometimesllgodowntowntobuybooksandCDs,probablyonceamonth.VeryoftenwithmyclassmatesorhighschoolfriendswhoarestudyinginthesameuniversityasIdo.IjustbuywhatIneedimmediatelyorwhatIthinkisgood.Shoppingisnotveryimportanttostudents,1think.3 WhereWouldYou1.iketoShop?SampleIwoulddefinitelyliketomakemypurchaseinasupermarket,becausecomparedtoothertypesofshops,supermarketsaremoreconvenientandconsumer-friendly.Numerouskindsofcommoditiesareavailableinasupermarket,whichgrantsusabundantoptionsthatwecannotfindinanygroceryorroadsidestores.What,smore,insupermarkets,customersarefreetolookatandpickupthethingstheylikeandareallowedtoreturngoodstotheshelvesiftheydecidenottotakethemafterasecondthought.Thisformofconsumptionavoidssomeembarrassmentwhichislikelytotakeplaceinadepartmentstorebetweenshopassistantsandconsumers.Inaword,asapurchaser,Ifindshoppinginasupermarkettheeasiest,thefastestandthemostcomfortable.SoIprefertogoshoppinginsupermarketsratherthaninotherkindsofstores.Ithinkitdependsonwhatyouaregoingtobuy.Idon,talwaysmakemypurchaseinjustoneplace.1usuallybuysomedailynecessitiesinasupermarket,suchasfood,stationeryandsoon.Sincewe'vegotsomanysupermarketsaroundus,it,sveryconvenient.Andyoucanfreelychoosewhatyoulike.Butwhenitcomestoclothingorsomethingquiteimportant.I'dliketogotothedepartmentstorebecauseofitscomfortableatmosphereandthereliablequality.Inaddition,you'dbetterlistentotheintroductionfromtheshopassistantswhilebuyingsomethingexpensive.ExercisesPost-ReadingReadingComprehension2. 1)personalsources2)media3) (relativelowinfluencefrom)parentsandpeers4) (morefrom)friendsand(lessfrom)parents3. I)F2)T3)F4)T5)T6)T7)F8)T4. SampleInmyhome,mymotherisalwaystheonewhodoesshopping.Shebuysgrocerieseveryotherdayandputsthemeatandvegetablesforthefollowingdayintherefrigerator.Shelikestogotothegrocerystorearound9o,clockinthemorningwhenitisnottherushhour.Whenshegoestothemarket,shedoesn'tliketobargainwithvendors,shethinksit'sawasteoftime.Accordingtoher,themoneysavedisnotworththeeffort.Timeismoney!Formajorpurchases,weusuallygotogetherasafamily,sothatIcanhaveawordastowhichbrandtobuy.OnceweboughtaTVset.Duringtheprocessofdecisionmaking,mymotherwantedtobuyaTVsetmadebyalocalfactorysothatwecouldhavebetterserviceifanythingwentwrongwithit.But1insistedonbuyingadifferentbrandthatwasofbetterquality.Butthemanufacturerwasinanothercity.Itriedtoconvincemyparentsthatwithahighqualityproduct,itwouldsaveUSalotoftroubleandtimeinmaintenance.Andifthequalitywaspoor,wewouldn,tfeelhappytoenjoythegoodafter-saleservice.Finally,myparentsagreedwithmeandboughttheoneIsuggested,soanyonewhohastimeinthemorningwillbuysomevegetablesandmeatforthefamily.Asforbuyingotherdailynecessities,weusuallydoitonceaweekalltogetherinashoppingmall.Thereisabigshoppingmallinmycityandithasahugeparkinglotwhichmakesitconvenienttoshopthere.Themallhasnumerablegoodsthatattractpurchasers.Whenweareshopping,myparentsareveryprudent.Theychecktheprice,themanufacturingdate,theexpirationdateandsoon,whileIamalwaysexcitedaboutinterestingproductsandwishtobuyallofthem.1oftengivesuggestionssuchas"1.et'sbuythevaseforourlivingroom,“andmyparentwillsmileandsaynothingiftheydon,twanttobuyit.Idon,tcarewhethertheylistentome-shoppinginthemallwithmyparentsitselfisinteresting.WhenIambuyingsomething,say,adress,mymothermaysay“thecolordoesnotsuityou"or“youwilllooknaiveifyouweit”,Iwillacceptheradvice.1.astwinterIwenttothemallwithmyfathertobuyaknapsackbottle.Hetookalookateverytypeofbottleontheshelfandcomparedthemcarefully.WhenIbecameimpatient,Isaidthatwecouldjusttakeoneandtherewasn,tmuchdifferenceamongthem,butfatherjustwantedtomakesurewhichonehadareasonableperformance-priceratioandsuitedmebest.1reallylikedoingshoppingwithmyparents.Vocabulary1. I)survey5) campaign2. 1)A.bands2) consideration6)relativelyB.brand3) perceive7) primary4)tend8) criteriabands:smallgroupsofmusicianswhoplaymusicbrand:aparticulartrademarkofgoods2) A.economyB.economicseconomy:thewealthacountrygetsfrombusinessandindustryeconomics:thestudyofthewayinwhichmoney,industry,andtradeareorganizedinasociety3) A.adolescentsB.adultsadolescents:personswhoarenolongerchildrenbutwhohavenotyetbecomeadultsadults：personsgrowntofullsizeandstrength4) A.campaignB.movementcampaign:aplannedsetofactivitiesthatpeoplecarryoutoveraperiodoftimeinordertoachievesomethingsuchassocialorpoliticalchange.Movement:anorganizedeffortbysupportersofacommongoal5) AcontemporaryB.moderncontemporary:happenedatthesametimeassomethingelseyouaretalkingaboutmodern:usingthemostrecentideasandmethods6) A.ripeB.matureripe:(offruitorcrops)fullydeveloped;readytobecollectedoreatenmature:behaveinasensibleandreasonableway,asyouwouldexpectanadulttobehaveTranslation!.Allthearrangementsshouldbecompletedpriortoyourdeparture.2. Suchbehaviormayresultintheexecutivebeingfired/askedtoleave.3. Ourproductscompetewiththoseofotherfactoriesintermsofquality,reliabilityandaboveall,variety.4. Theteam,sperformancewasgreatlyaffectedbytheheavyrain.5.1appreciateyourreasonsforobjectingtotheproposal.6. Tosomeextent,sheshouldberesponsiblefortheaccident.7. muneasyat/deeplytroubledbythethoughtthatlifeisjusttoocomfortable.8. Womentendtolivelongerthanmen.PartThreeFurtherDevelopment1 GrammarReview1at2for3to4in5to6as2 VocabularyReviewIAB2BA3AB4AB5AB6BA7BA8AB3 ProsandConsofBargains4 AnEffectiveComplaint1.etter1)DearMr.Harrison,Dec.10,2011,1purchasedaSpeedoVacuumCleanerModelXYZfromtheFloorStore,212MainStreet,Columbus,N.J,2)(Acopyofthereceiptisenclosed.)3)Unfortunately,IhavehadproblemswithboththeproductandtheserviceIhavereceived.Specifically,Ihavethefollowingcomplaints:First,thevacuumdoesn'tworkefficientlytopickupdustordirtoneitherbarefloorsorcarpets.EvenafterIhavegoneoverthesameareaseveraltimes,thedirtremains.Thepowershutsoffbyitselfwhenthevacuumhasbeenrunningforseveralminutes,thencomesbackonafter30to60seconds.Second,whenIwentbacktotheFloorStore,Iwastoldthatbecausethevacuumwasonsale,Icouldnotexchangeorreturnit,whichIwasnottoldwhenImadethepurchase.Iwasalsotreatedrudelybythesalesman,RobertRule,andthenbythemanager,AlfredAdams.4) Iamrequestingthatyouprovidemewithanewvacuumcleaner,onconditionthatifthisoneprovestobeunacceptable,Iwillreceivearefund.IalsoaskthatyouinvestigatethebusinesspracticesoftheFloorStore,astheyarepoorrepresentativesofyourcompany.5) Icanbereachedduringthedayat(806)827-9318oraftersixintheeveningat(806)444-2897.6)MayIhearfromyoubeforeFebruary,2012?Yourstruly,JohnSmith5MakingaComplaintPossibleproblems:thepowerturningonautomatically/thepowershuttingoffautomaticallyprobleminbatterychargenodisplay/displaygarbledblackscreen/bluescreenFace-to-FaceComplaint1.CDstain/1.CDscratchbacklightproblemkeypadnotfunctioning/keypadscratchnosound/audiovolumelow/voicedistortionhand-freefailurecamerafreezeflipproblemclockproblemnonetworkretrieval/networksignalweakcannotdialout/cannotreceivecallscannotsendtextmessages/cannotreceivetextmessagesmainboardscratchantennaproblemFace-to-FaceComplaintsSamplclC=CustomerS=ShopAssistantS:HowcanIhelpyou,sir?C:It,saboutthiscellphoneIboughtherethreedaysago.ArerefundsallowedS:Whatseemstobetheproblem?C:ThecellphonehaskeptonshuttingitspoweroffautomaticallyandIcoulddonothingaboutit.Ihavemissedmanyimportantcalls!S:Iamsorrytohearthat.Butdidyouchargethebatteryinthecorrectwaythefirsttimeyouusedit?C:Ofcourse!Ifullyreferredtotheusermanual.AtnightIeventriedtomaintainthecellphonebymyself.S:Whatdidyoudo?C:Well,Icheckedthekeypadandthemainboard,butIstillcouldnotfigureouttheproblem.1.ook,thepowerisoffagain!OMG(Oh,myGod)!S:1amreallysorry,sir.Wouldyoubeinterestedinanexchangeinsteadofarefund?Ithinkwecangetitrepairedintwodays.C:No.Iwouldratherjustreturnit.S:Sure,noproblem.Doyouhappentohavethereceipt?C:Yeah,righthere.S:OK,justamoment,please.Hereyouare.Ineedyoutosignhere,please.Andhereisyourrefund.IsthereanythingelseIcandoforyou?C:No,thankyou.S:You,rewelcome.HaveanicedaySample2S:Excuseme,canIhelpyou?C:Ohyes.Iboughtacellphoneherejustseveraldaysagoanditbrokedownyesterday.vecometoreturnit.S:Really?What,swrongwithit?Didyoudropitonthefloor?C:No,Ididnothingwithit!Somethingmustbewrongwiththeearphone.Iwastalkingtomy133Shoppingfriendonthephonewhensuddenlyhisvoicedisappeared.ThenIcouldhearnothingwhenmakingphonecalls.Andyouknowwhat?Imissedseveralimportantcalls.S:Sorrytohearthat.MayIhavealook?C:Ofcourse!Hereyouare.1wasguaranteedtoreturnitifthephonehadanyproblemswithinthisweek,wasn,tI?S:Sureyouwere!Wecouldeitherrepairitforfreeorreplaceoneforyouifnecessary.C:Howlongwillittakeforreplacement?S:Iamafraidyouhavetowaitfornearlyoneweek.TheiPhone4isquitehardtoordernow.C:Oneweek?Don,tyouthinkyou,vewastedtoomuchofmytime?Whataboutmybusiness?Youcanneverimaginehowinconvenientitiswithoutacellphone!DoyouknowhowmuchmoneyIwouldlosebecauseofit?S:Sorryaboutthat!Wecouldofferyouanotherphoneofadifferenttypeforyoutouseduringthetime.IsitOK?C:That,sallrightAdditionalactivityTherearefiveconsumerrights.Workingroupsandseewhichgroupcangetallofthemcorrect.Key:1 TherighttochooseConsumershavetherighttomakeanintelligentchoiceamongseveralproductsandservices.2 TherighttoinformationConsumershavetherighttoaccurateandcompleteinformationaboutallproductsinordertomakeafreechoice.3 TherighttosafetyConsumershavetherighttoexpectthatanyonetryingtosellthemservicesorproductshastakentheconsumers,healthandsafetyintoconsideration4 TherighttobeheardConsumershavetherighttoregisterdissatisfactionandhaveacomplaintheardwhentheirinterestsarebadlyserved.5 TherighttoconsumereducationConsumershavetherighttoacquireknowledgeandskillsneededtomakeinformed,confidentchoicesaboutgoodsandservice.6 .WhattoBuySample 1wouldfirstbuyasetofJinYong,snovels.Though1havealreadyhadagoodknowledgeofhisfamousnovelsandevensomedetailsofthecharactersinhisbooks,1reallyappreciatehisbooksandwouldliketohaveasetofmyown.Itiswellworthbuying,anditisjustlikehavinganoldfriendwhocanremindmeofmyhappychildhoodoccasionally.Besides,dliketobuysomeDVDsandsomeotherbookswhichIhavebeendreamingof.Ilikemovies,oldandmodern,aswellasthoseclassicnovels. Tomemobilephonenowadayshastrulybecomeanecessityespeciallyfoestudentsawayfromhomeforthesakeofconvenience.Withamobilephone,Icancontactmyparentsandfriendsatanytimeandatanyplace.Wecansharenewsandfeelingswithanyonewewanttosowewon,tiellonely.1amthekindofpersonwhomissesmyparentswhenfarawayfromhome.Bec