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Data response

中英对照

原文

参考译文（谷歌机翻）

Loyalty and consumer behaviour Consumer loyalty can be shown in different ways. It may be through: • customer reward schemes (e.g. loyalty cards) that offer discounts based on the amount spent with a specific retailer • emotional loyalty where customers prefer a particular brand that they always buy • monopoly loyalty where there is no alternative to the retailer or brand. Supermarkets try to attract customers by using loyalty cards that give promotions and price reductions to those who have a card. The cards also help the supermarket build barriers between retailers to gain a marketing advantage. When consumers are collecting points towards a particular goal, the loyalty card may hinder free competition and prevent switching between brands. However, sometimes the discounts used by the scheme may be confusing and make it difficult for the consumer to compare prices. There are risks for the retailers too. The loyalty cards require substantial investment to run – one supermarket put the cost at US$60m a year. These costs could well result in higher prices for the consumer. But how do loyalty card schemes fit into the context of the way in which consumers make choices? A research report found that in one country where 70% of consumers had a loyalty card, only about 10% were loyal to one particular card. It has been found that when choosing to buy groceries consumers look for one-stop shopping (43%), good service (22%), price (18%), the availability of a coffee shop (12%) and help with packing (6%). Loyalty cards come below these. Companies use loyalty cards to gather data on customers and their buying preferences. They then direct future offers to consumer wishes in specific promotions both online and in the mail. Loyalty schemes are thus sometimes less about loyalty and more about understanding customers’ wants. The economic model of consumer behaviour using indifference curves assumes that consumers conduct research and buy products and services in a rational way. Many purchases, however, are based on habit and consumer research is imprecise. When the consumer has a low involvement in research or a low emotional attachment to the product, there will be little loyalty.

忠诚度和消费者行为 　　消费者忠诚度可以通过不同的方式表现出来。可能是通过： 　　• 客户奖励计划（例如会员卡），根据在特定零售商处的消费金额提供折扣 　　• 情感忠诚度，客户更喜欢他们经常购买的特定品牌 　　• 零售商或品牌别无选择的垄断忠诚度。 　　超市试图通过使用会员卡来吸引顾客，这些会员卡为持有卡的人提供促销和降价服务。这些卡片还帮助超市在零售商之间建立障碍，以获得营销优势。 　　当消费者为特定目标收集积分时，会员卡可能会阻碍自由竞争并阻止品牌之间的转换。但是，有时该计划使用的折扣可能会令人困惑，使消费者难以比较价格。 　　零售商也存在风险。会员卡需要大量投资才能运行——一家超市将成本定为每年 6000 万美元。这些成本很可能导致消费者价格上涨。 　　但是，会员卡计划如何适应消费者做出选择的方式呢？一份研究报告发现，在一个 70% 的消费者拥有会员卡的国家/地区，只有大约 10% 的人对一张特定的卡有忠诚度。 　　研究发现，消费者在选择购买杂货时会考虑一站式购物（43%）、优质服务（22%）、价格（18%）、咖啡店的可用性（12%）和包装帮助（ 6%）。忠诚卡低于这些。 　　公司使用会员卡来收集有关客户及其购买偏好的数据。然后，他们通过在线和邮件的特定促销活动将未来的报价直接满足消费者的愿望。因此，忠诚度计划有时不是关于忠诚度，而是更多地了解客户的需求。 　　使用无差异曲线的消费者行为经济模型假设消费者以理性的方式进行研究并购买产品和服务。然而，许多购买都是基于习惯，而消费者研究并不精确。当消费者对研究的参与度低或对产品的情感依恋度低时，忠诚度就会很低。

题目1a
题目类型		图表分析
难度		容易
考察知识点		对表格信息的获取与描述
解答要点		●　对两段时期内的balance of trade分别进行定性（deficit或surplus），1分。 ●　然后对两段时期内的变化趋势（上升、下降）进行描述，1分。
官方答案
文字版备查		(a) Using the data in Table 1.1, compare Vietnam’s balance of trade in goods and services between 2009 and 2011 with that from 2015 to 2017. [2]