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1. From the point of view of sellers …

customer satisfaction when customers are happy with seller’s products
delight when customers are extremely happy with seller’s products
allegiance loyalty when customers continue to buy from the seller
dissatisfaction when customers are not happy with seller’s products
defection when customers stop buying seller’s products

2. Translate the sentences:

1.When a customer gets what he needed, there is customer satisfaction.

2.When customer expectations are exceeded, there may be delight, extreme satisfaction.

3.Customer delight is more than just mere satisfaction.

4.Dissatisfied customers do not complain, but just change suppliers.

5.Satisfied customers create new business by telling up to 12 other people, and dissatisfied customers will tell up to 20 people.

6.Getting repeat business is five times cheaper than finding new customers.

7.Customer retention, keeping existing customers is important for profitability.

8.Customer defection must be reduced as much as possible.

9.Companies prefer to keep existing companies and add more in order to build their customer base.

10.Excellent product quality has helped the company to build strong customer allegiance increasing market share.


3. Fill in the gaps with the words above the abstract:

following choices speed final places prices

tastes necessities information pay wants distribution

Consumers — Convincing Them to Buy. Identify consumers

Who will most likely buy the product, how often will they buy it, what price they are willing to (1)… , and where will they be buying it?

Consumers have specific (2)… and needs. Their incomes vary from high to middle or low. They are given (3)… of thousands of products, from luxury items to basic (4)…. They have many different traditions and (5)… , ranging from ethnic to generic products. Consumers affect production decisions every day.

Consumers are the (6)… buyers and users of products. The intent of any business is to make and sell a product.

The manager must do the (7)… :

  • Make it in the form that consumers want.
  • Make it when consumers want it.
  • Sell it in (8)… where consumers want it.
  • Sell it at prices consumers are willing to pay.

Managers have to get market (9)… in order to make the following day-to-day decisions:

  • What quantity of a product are consumers willing to purchase?
  • Who is making those products, and who is competing for those consumers?
  • What (10)… are consumers willing to pay?
  • What is the (11)… with which products and information travel through the channels of (12)… ?
  • How long does it take for a price increase to reach the producer?
  • Based on this information, should production be increased or decreased?



AIDA is an acronym which represents the steps a marketer takes in order to persuade customers to buy a product or service.

Attention Marketing must first attract the customers’ attention to the product. Customers become aware of a product and know it is available.
Interest Then, marketing must create an interest in the product. Customers will develop an interest in the product.
Desire Next, marketing must develop a desire to own or have the product so that customers actively want the product.
Action Finally, marketing must prompt action to purchase, so that customers take steps to buy the product – for example, by going to the shop or ordering it online.

Put the words in each sentence in the correct order:

1.attention attract must product the to We.

2.aware become of People brand the will.

3.an create in interest need product the to We.

4.an customers develop in interest product the to want We.

5.a desire develop must our own product to We.

6.People steps take it to try will.

7.action buy must prompt it to We.



Date: 2015-01-12; view: 723

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