Unit2

ConsumerPsychology

Thetermconsumerpsychologyreferstothestudyofhowpeoplerelatetothegoodsandservicestheyuseintheirdailylives.Alsoknownasthestudyofconsumerbehavior,consumerpsychologyprovidesopportunitiestoexamineissuessuchaswhatfactorsarethemostimportantwhenpeopledecidetopurchaseaparticularitem,howcustomersdeterminethevalueofaservice,andwhetherornottelevisionandmagazineadvertisementscanconvinceareluctantorpotentialconsumertotryanewproductforthefirsttime.Thisfieldseekstodescribeandexplainconsumerbehavior,althoughsomeconsumerpsychologistswillattempttopredictorinfluenceacustomer’sdecisions.Unit2

ConsumerPsychologyCONTENTSTextBRealLifePracticeTranslationSkillsPracticalWritingLead-inTextAKnowledgeLinksTimeforFunLead-inListentotheconversationandchoosethebestanswerforeachquestion.1.Listening1. Whataretheytalkingabout? A.Thefashioninseason. B.Thepurchasingoffashionableclothes. C.Thepurchasingofsuitableclothes.2. Whatisthesellingpointofthesalesgirl? A.Thegoodquality. B.Theprice. C.Thefashion.3. Whatisthepurchasingpointofthemother? A.Thegoodquality. B.Theprice. C.Thefashion.Lead-inListentothepassageandfillintheblankswiththemissinginformation.2.SpotDictation(1) Iknewexactlywhatshemeant.Iusedtobea________________,too.Foryears,Iwas_________shopping.I_________outofbuyingnewstuff.Iespeciallylikedbuyingnew________________,butreallyIdidn’tcarewhatIbought—itwastheactofbuyingitselfthatmademefeelgood.Sometimesonthedrivehomefromwork,I’dstopatadepartmentstorejustsoIcouldbuysomething:________________,smallpiecesoffurniture,whatever.(2) Onenegativeaspectofusing__________insteadofcashisthatyoudon’tfeellikeyou’respendingrealmoney.The______________youexperiencewhenyoupurchasetheitemare___________fromtheunpleasantorpainfulfeelingsofmakingthepaymentwhenyougetthecreditcardstatement.compulsivespenderaddictedtogotarushbooksandmoviescandles,magazinescreditcardspleasantfeelingsdisconnectedTextA1. Whatisconsumerpsychologyabout?2. Whydopeoplestudyconsumers’mind?3. Whatcaninfluenceconsumers’decision?4. Whatinfluencedoesbrandhaveonconsumers?5. Whatisthegeneralpurchasingprocessofaconsumer?Readthepassageaboutthemarketingconceptandanswerthefollowingquestions.1.ReadingTextAWhatInfluencestheConsumers?

Foranyenterprise,factory,store,orcompany,itstopgoalisprofit.That’swhyconsumers’concern,motivation,behaviorhasbecomeasubject.

Consumerbehaviorisasubjectstudyingindividuals,groups,ororganizationsandtheprocessestheyusetoselect,secure,anddisposeofproducts,services,experiences,orideastosatisfyneedsandtheimpactsthattheseprocesseshaveontheconsumerandsociety.Itblendselementsfrompsychology,sociology,socialanthropologyandeconomics.Itattemptstounderstandthedecisionmakingprocessesofbuyers,bothindividuallyandingroups.

Consumerbehaviorisinfluencedbyinternalconditionssuchasdemographics,psychographics(lifestyle),personality,motivation,knowledge,attitudes,beliefs,andfeelings.Psychologicalfactorsincludeanindividual’smotivation,perception,attitudeandbelief,whilepersonalfactorsincludeincomelevel,personality,age,occupationandlifestyle.TextA

Behaviorscanalsobeaffectedbyexternalinfluences,suchasculture,sub-culture,locality,royalty,ethnicity,family,socialclass,pastexperiencereferencegroups,lifestyle,marketmixfactors.Forexample:InIndia,mostonlineconsumersshopduringtheirlunchhours,andwhentheyareat

work.ThiscouldbebecauseofnotadequateInternetConnectivityathomes.

Blackboxmodelshowstheinteractionofstimuli,consumercharacteristics,decisionprocesses

andconsumerresponses.Itcanbedistinguishedbetweeninterpersonalstimuli(betweenpeople)orintrapersonalstimuli(withinpeople).Themarketingstimuliareplannedandprocessedbythecompanies,whereastheenvironmentalstimulusaregivenbysocialfactors,basedontheeconomical,politicalandculturalcircumstancesofasociety.Thebuyer’sblackboxcontainsthebuyer’scharacteristicsandthedecisionprocess,whichdeterminesthebuyer’sresponse.TextATextA

Theblackboxmodelconsidersthebuyer’sresponseasaresultofaconscious,rationaldecision

process,inwhichitisassumedthatthebuyerhasrecognizedtheproblem.However,inrealitymanydecisionsarenotmadeinawarenessofadeterminedproblembytheconsumer.

Eyetrackingresearchsuggeststhatconsumersspecificallydirecttheirattentiontoproductswitheye-catchingpropertiessuchasshape,colororbrandname.Thisisduetoapressuredvisualsearchwhereeyemovementsaccelerateandsaccademinimize,thusresultingintheconsumerquicklychoosingaproductwitha“popout”effect.Thissuggeststhatefficientsearchisprimarilyusedconcludingthatconsumersdonotfocusonitemsthatshareverysimilarfeatures.Thusthemoredistinctormaximallyvisuallydifferentaproductisfromsurroundingproducts,themorelikelyitistobepurchasedbytheconsumer.Inthepastdecade,therehasbeenextensiveresearchintohowcompaniescanmaximizesalesusingpsychologicaltechniques,derivedfromvisualsearch,todeterminehowproductsshouldbepositionedonshelves.TextA

Brandsservetoconnectconsumerstotheproductstheyarepurchasingeitherbyestablishingan

emotionalconnectionorbycreatingaparticularimage.Ithasbeenshownthatwhenconsumersareforcedtochooseanitemfromagroupinwhichafamiliarbrandispresentthechoiceismucheasierthanwhenconsumersareforcedtochoosefromagroupofentirelyunfamiliarbrands.AstudybyMcClureetal.investigatedthedifferenceinbrandingbetweenCoca-ColaandPepsi.Thestudyfoundthatwhenthetwodrinksweretastedblindtherewasnodifferenceinconsumerpreferencebetweenthebrands.Whenthesubjectswereinformedofthebrandnames,theconsumerspreferredCoke,suggestingthatdrinkingtheCokebrandisrewardingbeyondsimplythetasteitself.MoresubjectspreferredCokewhentheyknewitwasCokethanwhenthetastetestingwasanonymous,whichdemonstratesthepowerofbrandingtoinfluenceconsumers’behavior.Accordingtotheresultsofthisstudy,theCokebrandhasmuchmorefirmlyestablisheditselfasarewardingexperience.TextA

SeveralMEGstudiessuggestthatdecisionsinvolvedwithpurchasingcanbeseenasoccurring

intwohalves.Thefirsthalfisconcernedwithmemoryrecallandproblemidentificationandrecognition.Thesecondhalfisassociatedwiththepurchasingdecisionitself;familiarbrandsproducedifferentbrainpatternsthannon-familiarbrands.Therightparietalcortexisactivatedwhenconsumerschooseafamiliarbrand,whichindicatesthechoiceisatleastpartiallyintentionalandbehaviorisinfluencedbypriorexperiences.TextATextATextADecidewhetherthefollowingstatementsareTrueorFalse.2.Comprehension1. Studyshowsthatpeopleareeasilyinfluencedbybrandintheirpurchasing.2. People’spastexperienceshaveinfluenceontheirfuturedecisions.3. Allmanufacturershavestudiedconsumers’psychologyinordertomakeprofit.4. Thecommoditydisplayinsupermarketsisanexampleofconsumerpsychologyapplication.5. Theblackboxmodelshowsthatintrapersonalstimuliisthekeypointthatinfluencespeople’spurchasingbehavior.(

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)FFFFFTextA1.blendA. amutualorreciprocalactionorinfluence2.psychographicsB. withoutanynameacknowledged,asthatofauthor,contributor,orthelike3.interactionC. tomixsmoothlyandinseparablytogether4.anonymousD. beinginorcharacterizedbyfullpossessionofone’sreason5.distinctE. thestudyandgroupingofpeopleaccordingtotheirattitudesandtastes,esp.formarketresearch6.consciousF. toputinaparticularortheproperorderorarrangement7.rationalG. thestateorconditionofbeingmotivated8.motivationH. theactortheeffectofperceiving9.PerceptionI. awareofone’sownexistence,sensations,thoughts,surroundings,etc.10.disposeJ. differentinnatureorqualityCEABJIDGHFPart1

Matchthewordsorphrasesontheleftwiththedefinitionsontheright.3.VocabularyTextAtopgoal elementfrom decision-makingprocess influencedbyinternalcondition bedistinguishedbetween derivefrom memoryrecall1. Perceptionsofthecurrenteconomyarestrongly____________thepublic’ssenseofthelargerpattern.2. MisterObamahadmadehealthcarehis_______afterhiselectionintwothousandeight.3. Theexhibitionwill_____________________functionalandareas.AnditwillbedividedintoNorthAmericaArea,EuropeArea,AustraliaandNewZealandArea,AsiaAreaandtheSpecialArea.4. Analyzethe________________andexternalenvironmentofChinatextileenterprisesinvestingabroadbySWOTmethod.Putforwardsomecountermeasurestoexplainthisentirelynewstrategicaltopic.influencedbyPart2Completethesentenceswiththefollowingwordsorphrases.Changetheformwherenecessary.3.VocabularytopgoalbedistinguishedbetweeninternalconditionsTextAtopgoal elementfrom decision-makingprocess influencedbyinternalcondition bedistinguishedbetween derivefrom memoryrecall5. Togiveeachyearaperspectiveintime,Itookthree_____________eachone:music,films,andnewsitems.6. Yourbosswilldefinitelyhaveabetterunderstandingofyourproposals,yourcompany’s_______________________willsubstantiallyimprove,andyouwillfeelmoresupportedandlessfrustrated.7. Theprocessesof___________andcommunicationareautomatic,preciselysoyoudon’thavetoexertalotofeffort.8. Theserolescouldbe___________thebusinessprocessbyexaminingthetasksassignedtotherolesinthebusinessprocessswimlanes.elementsfromPart2Completethesentenceswiththefollowingwordsorphrases.Changetheformwherenecessary.3.Vocabularydecision-makingprocessesmemoryrecallderivedfromTextAparietal partial investigate rewarddemonstrate visual accelerate maximal1. Everyconsulting_______iswrong,eventhisone.2. Thisis________true,andIwillsoonshowyouwhy.3. Onarecentproject,wereadproductiondatafromaholdingtableaboutonceaweek,andwewere_________with300to500scenarioswithlittletonoeffort.4. Mostresearchersworkinginthisareastimulatesubjects’brainsovertheprefrontalcortexor_______cortexwhiletheyperformatask.maximPart3Completethesentenceswiththefollowingwords.Changetheformwherenecessary.3.VocabularypartiallyrewardedparietalTextAparietal partial investigate rewarddemonstrate visual accelerate maximal5. Takestepstoensurethatthe____________product(s)arestableovertheperiodofuse.6. Sufficientknowledgeandbackgroundinformationmust______________toconvinceinterviewersthatyouunderstandthebusinessandwillhaveaveryshortlearningcurvetobecomeproductive.7. Byinheritingthedatafromexistingreservations,wehavefurther__________thereservationrequestprocessforusers.8. Usersdonotmindfillinginaratherlongformwitheasytounderstandandneatdesignthanashort,_______clutteredandcomplicatedform.investigationalPart3Completethesentenceswiththefollowingwords.Changetheformwherenecessary.3.VocabularybedemonstratedacceleratedvisuallyTextBAlibabaSingles’DaySuccess

The11.11ShoppingFestival,astheeventisnowcalled,coincideswithwhatisknowninChinaasSingles’Day,avaguelydefinedholidayonwhichyoungpeoplelamentorcelebratebeingsingle.EveryNov.11,millionsofChineseshoppersflocktothee-commercewebsitesoperatedbyAlibabaGroupHoldingLtd.Theyspendmoreonthosesitesduringthatonedayofdiscounts.Theemergingtime-pointsofonlineconsumptionattractmillionsofpeopletospendmoneyandenjoylife.Alibabasaysitchosethedatebecauseitwaseasytoremember.

The11.11ShoppingFestivalhasbecametheBiggestOnlineShoppingDayintheWorld.

TheNov.11saleisatraditionstartedin2009intheotherwisequietperiodbetweenChina’sautumnholidaysandChristmas.Sincethen,SinglesDaysalesatTmallsnowballedfrom50millionyuanin2009to19.1billionin2012,andareexpectedtotop30billionthisyear.TextB

Nowadays,AlibabaisrecognizedasthedominantplayerinChina’ssurginge-commerceindustry.TwomainunitsareTaobaoandTmall.Taobao,agiganticmarketplacewithsevenmillionmerchantsand800millionitemlistings,islikeaChinesebazaar,withsmallvendorssellingeverythingfromtiger-stripedleatherjacketstoorigamidecorations.Tmallismorelikeatraditionalshoppingmall,withstorefrontsforbrandssuchasNikeInc.andGapInc.ShoppersgotoTaobaoforlowpricesandsurprisesandtoTmallfortrustedbrandnames.

Taobaohasgrownsharplysinceits2003launchtobecomeAlibaba’sbiggestunit.LikeAPPdeveloperswhorelyonAppleInc.oronGoogle’sAndroidoperatingsystem,millionsofChinesemerchantsdependonTaobao.Thesitedoesn’tchargesellerscommissions,butthevastcrowdofconsumersitdrawsforcessellerstospendheavilyonadvertisingandotherservicesofferedbyTaobaosotheycanstandout.Tmall,afarlesscrowdedversionofTaobao,requireseachsellertopayadepositandannualservicefeeandchargesacommissiononeachtransaction.OnekeytoAlibaba’ssuccessisAlipay,whichwaslaunchedin2004asapaymentsystemforTaobaousers.Alipay,whichusesanescrowsystemtoensurepaymentsecurity,helpedattractmerchantsandconsumerswhowouldotherwisehaveshiedawayfromdoingbusinesswithstrangersonline.TextB

Still,Alibabaisn’twithoutitsproblems.AsTmallandTaobaogetmorecrowded,sellershavetospendmoreonadstodrawattentiontotheirstorefronts;whilethisboostsAlibaba’srevenue,somesellerssaytheyaregettingwearyoftherisingcosts.ThecompanyalsohasarangeofcompetitorsincludingBeijingJingdongCenturyTradingCo.’sJD.com.Anotherchallengecomesfromsmartphone-basedservices,suchasTencentHoldingsLtd.’sWeChatmessagingapplication,withits300millionusersinChina,whichcouldluremobileWebtrafficfromTaobao.

Alibabaacknowledgesthechallenges.Tostaycompetitiveasamobilee-commerceplatform,thecompanythisyearinvestedinanarrayofservicespopularwithChinesesmartphoneusers,suchasSinaCorpTwitter-likeWeibomicroblogbusinessandmobilemapping-softwarefirmAutoNaviHoldingsLtd.TextBTextB1. Alibaba阿里巴巴，中國(guó)最大的網(wǎng)絡(luò)公司和世界第二大網(wǎng)絡(luò)公司，是由馬云在1999年一手創(chuàng)立的企業(yè)對(duì)企業(yè)的網(wǎng)上貿(mào)易平臺(tái)。阿里巴巴在香港成立公司總部，在中國(guó)杭州成立中國(guó)總部，并在海外設(shè)立美國(guó)硅谷、倫敦等分支機(jī)構(gòu)及合資企業(yè)3家。并在中國(guó)超過(guò)40個(gè)城市設(shè)有銷(xiāo)售中心。2. App即application的簡(jiǎn)寫(xiě)，被稱(chēng)為應(yīng)用，一般指應(yīng)用商店。3. Android安卓，是基于Linux開(kāi)放性?xún)?nèi)核的操作系統(tǒng)。4. Alipay支付寶，最初是淘寶網(wǎng)公司為了解決網(wǎng)絡(luò)交易安全所設(shè)的一個(gè)功能，該功能使用“第三方擔(dān)保交易模式”，由買(mǎi)家將貨款打到支付寶賬戶(hù)，由支付寶向賣(mài)家通知發(fā)貨，買(mǎi)家收到商品確認(rèn)后指令支付寶將貨款放予賣(mài)家，至此完成一筆網(wǎng)絡(luò)交易。5. AutoNavi高德導(dǎo)航（AutonaviNavigation）是中國(guó)最大的導(dǎo)航電子地圖及應(yīng)用服務(wù)供應(yīng)商，為奧迪、寶馬、奔馳、賓利等頂級(jí)汽車(chē)品牌及新科、萬(wàn)利達(dá)等PND品牌提供導(dǎo)航產(chǎn)品配套，為三星、摩托羅拉、聯(lián)想等手機(jī)廠商提供導(dǎo)航產(chǎn)品，為谷歌、微軟、新浪、中國(guó)移動(dòng)、阿里巴巴、騰訊等世界級(jí)公司提供在線電子地圖及服務(wù)。NotesTextBPart1Completethefollowingsentenceswiththekeywords(innomorethan3words)inthepassage.1.Retelling

1. AnewShoppingFestivalinChinaasSingles’Day,________withwhatisthe11.11.2. ThisShoppingFestivalinChinaisa________startedin2009intheotherwisequietperiodbetweenChina’sautumnholidaysandChristmas.3. TaobaoisfamousforitslowpricesandsurprisesandTmallisfamousfor______brandnames.4. Atpresent,sellershavetoconcentrateonhowtodrawmoreattentionofthepotentialcustomerstotheir__________.5. Taobaodoesn’tcharge___________fromshopowners,butfromthosewhoadvertiseandotherservicesofferedbyTaobao.coincidestraditiontrustedstorefrontscommissionsTextBPart2RetellthepassagewiththehelpoftheabovesentencesinPart1innolessthan80words.1.RetellingTextBDecidewhetherthefollowingstatementsareTrueorFalse.2.Comprehension1. The11.11ShoppingFestivalstartedin2010.2. Alibaba’stwomainunitsareTaobaoandTmall.3. Alibaba’sbiggestunitisTmall.4. Alibaba’smajorcompetitorsareBeijingJingdongCenturyTradingCo.，andTencentHoldingsLtd.5. Inordertostaycompetitiveasamobilee-commerceplatform,AlibabainvestedinanarrayofservicespopularwithChinesesmartphoneusers.(

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)FTFTTTextBCollectinformationaboutafamouscompany’ssuccess.Andgiveapresentationintheclass.3.GroupWorkRealLifePracticeRole-play

Workinpairs,actingastoopenanOnlineStore.MakeadialogueaccordingtothecontentsofTextAcalled“WhatInfluencestheConsumers”TranslationSkills商務(wù)信函常見(jiàn)詞句的翻譯商務(wù)信函所涉及的內(nèi)容與國(guó)際商務(wù)活動(dòng)有關(guān)，結(jié)構(gòu)和用詞上都具有濃厚的商務(wù)特色。在商務(wù)信函的翻譯過(guò)程中，其用語(yǔ)的特殊性決定了選詞的專(zhuān)業(yè)性和準(zhǔn)確性，句式章法的實(shí)用性和規(guī)范性。

1.商務(wù)詞匯的翻譯商務(wù)信函作為一種正式的公函語(yǔ)體，常使用大量的專(zhuān)業(yè)詞匯，用詞正式規(guī)范，以達(dá)到表意準(zhǔn)確、專(zhuān)業(yè)性強(qiáng)的目的，主要表現(xiàn)為專(zhuān)業(yè)術(shù)語(yǔ)、縮略語(yǔ)、行話使用。例如：

coverage 險(xiǎn)別

FOB:FreeonBoard 船上交貨

B/L:BillofLading 提單

WearepleasedtoadviseyouthatyourorderNo.104hadbeendispatchedinaccordancewithyourinstruction.很高興通知貴方，第104號(hào)訂單貨物已遵照貴方指示運(yùn)出。

Kindlysendus2BillsofLadingbyseparateposts,togetherwithyourdraftat30daysforacceptance.請(qǐng)將兩份提單由不同郵班寄來(lái)，同時(shí)開(kāi)來(lái)30天匯票以便承兌。TranslationSkills

2.商務(wù)句子的翻譯由于商務(wù)信函中存在條款、條件或因果關(guān)系事件的敘述，往往會(huì)使用結(jié)構(gòu)嚴(yán)密、程式化的特定句型或套句，以達(dá)到準(zhǔn)確表達(dá)、有效溝通、提高交流效率的目的。例如：

Thisoffermustbewithdrawnifnotacceptedwithinfivedays.如果此盤(pán)五天內(nèi)不接受，就必須撤銷(xiāo)。（被動(dòng)句）

IfyoucanacceptUS$270,wewillopenaL/Cfor1,000sets.如貴方能接受270美元的價(jià)格，我方即開(kāi)立1000套的信用證。（if條件句）

Wewouldliketoinformyouthatthegoodshavearrivedattheportofdestinationingoodcondition.我方通知貴方貨物已安全抵達(dá)目的港。（陳述句）

Yourcompliancewithourrequestwillbehighlyappreciated.如能同意，不勝感激。（表示感謝）

Iregrettoinformyouthatwecouldn’tbearyourfilingsuchaclaim.我很遺憾地告知您，我方不能接受貴方的索賠。（表示歉意）

Duetodifficultieswithoursuppliers,weareunabletoacceptyourorderatthistime.由于我方與供貨商之間存在問(wèn)題，現(xiàn)無(wú)法接受貴公司的訂單。（表示確認(rèn)或拒絕）

Suchaclaim,withoutproof,cannotbeaccepted.無(wú)證據(jù)索賠不予接受。（表示索賠、接受或拒絕索賠）TranslationSkillsTranslatethefollowingsentencesintoChinese.Exercises1. Thegoodshavebeenpackedandmarkedexactlyasdirectedsothattheymaybeshippedbythefirstshipavailabletowardstheendofthismonth.2. WeshallbegladifyouwillmakethenecessaryarrangementsforthisonaThroughB/L.貨物已嚴(yán)格按照要求包裝妥當(dāng)，刷好嘜頭，以便交第一艘可裝貨的船只于本月底運(yùn)出。(被動(dòng)語(yǔ)態(tài))請(qǐng)根據(jù)聯(lián)運(yùn)提單為此做出安排。（if條件句）TranslationSkillsTranslatethefollowingsentencesintoChinese.Exercises3. Withaviewtoresumingourbusinesscooperation,wesincerelyhopethatyouwilleffectafullsettlementofourclaimatyourearliestconvenience.4. WeareunfortunatelyunabletoacceptyourorderofJuly2ndatthespecifiedconditions.為了恢復(fù)我們的業(yè)務(wù)合作，我方衷心希望貴方能盡早全部解決我方的索賠。（陳述句）很遺憾，我方無(wú)法在制定的條件下接受貴方6月2日的訂單。（表示拒絕）TranslationSkillsTranslatethefollowingsentencesintoChinese.Exercises5. Inviewofourfriendlybusinessrelations,wearepreparedtoacceptyourclaimforthe20kgshortweight.為了我們友好的商業(yè)關(guān)系，我們準(zhǔn)備接受你方20公斤短重的索賠。（表示接受索賠）FormatPracticalWritingTitleAdvantagesofyourproductorservice;Whatthepotentialcustomercanbenefitiftheybuyyourproductorservice;Where&howtheycangetit.SamplePracticalWritingGILIIETTESENSOR

Theonlyrazorthatsensesandadjuststotheindividualneedsofyourface.

GilletteSensor:theshavepersonalizedtoeveryman.

Itstartswithtwinblades,individuallyandindependentlymountedonhighlyresponsivesprings.Sotheycontinuouslysenseandautomaticallyadjusttotheindividualcurvesanduniqueneedsofyourface.

Innovationiseverywhere.YoucanfeelitinthetexturedridgesandthebalanceoftheSensorrazor.Youappreciateitintheeasyloadingsystemandtheconvenientshavingorganizer.

Evenrinsingisinnovative,thenewbladesare50%narrowerthananyothers—allowingwaterflowfreelyaroundandthroughthem,foreffortlesscleaningandrinsing.AlltheseSensortechnologiescombinetogiveyourindividualfaceapersonalizedshave—theclosest,smoothest,safest,mostcomfortable.

Thebestshaveamancanget.

GillettePracticalWritingSituationWriting

YouarerequiredtowriteanEnglishadvertisementforanyproductorservice.KnowledgeLinks

AmericansarebuyingmoreproductsandservicesthaneverbeforethroughtheInternet.Andexpertssaythepopularityofonlinesalesislikelytospreadtoothercountries.Onlinesalesnowrepresentasmuchasone-tenthofallretailsalesintheUnitedStates.Thishasledtraditionalstorestoseeknewwaystokeeptheircustomersloyal.

LynneShanerusedtheInternettobuyeverythingsheneededforherweddingandholidaygiftsforherhusbandandstep-daughter.Otherthanfood,90percentofherpurchasesweremadeonherhomecomputer.“Ifindthat,bybeingabletogoonlineandchoosethethingsthatIneedtochoose,andhavethemdeliveredtomerightatmydoorstep,Ieliminateallthedriving,allthecrowds,allthenoiseofthat,andIusuallygetabetterselection.”Therearealotofpeoplelikeher.ExpertssayAmericanonlineshoppinghitrecordsinbothNovemberandDecember.Fifty-sevenpercentofAmericanshaveboughtsomethingelectronically.KnowledgeLinks

Storeownersworrythatthisgrowingamountofonlinesaleswillhurttheirbusiness.CornellUniversitymarketingprofessorEdMcLaughlinsaystheyshouldbeworried.HespoketoVOAbySkype.“Anythingthatcanmoveonline,will.Andit’sjustamatteroftime.”P(pán)rofessorMcLaughlinsaystraditionalstorescankeeptheircustomersbysellinggoodslikecl