Unit 3 Buying Motives
Free talk:
List some factors
that affect your decision of buying things
and explain the reason
Motive?
Buying: purchasing
Three classifications:
 1. primary & selective buying motives
 基本及选择性购买动机
 2. emotional & rational buying motives
 情感购买动机及理性购买动机
 3 products & patronage buying motives
 惠顾购买动机 及产品购买动机
Unit 3
Buying
Motives
Unit 3
Primary Buying Motives
Buying
Para.2
Rather than: 而不是
Wh- + to do sth=n.
stereo: 立体声
Motives
Para.3
for the purchase of the
give relief from the symptoms of hay fever
in this case
Unit 3
Selective Buying Motives
Buying
Para.4
Select a specific product
Select one item over another:
Motives
For example, a customer must be sold on the idea of shaving with an
electric razor before comparing …
电动剃须刀
In other words…
disposable: 一次性的 disposable blades
economic vs.economical
Rational Buying Motives
Para.5
Be based on the logical reasoning
Asking price 出价，开价
Evaluate
Ease of operation:便于操作
Para.6
make a purchase
weigh…and determine…
Para.7
Appeal to
Vacuum cleaner 吸尘器
For example, a customer may rationalize that…
……may also rationalize…
Unit 3
Buying
Motives
Emotional Buying Motives
Para.8
Emotional buying motives are based on a desire to have
a specific product or service
On impulse: 冲动
impulsive buying/shopping 冲动 购物
In fact, …more…than
Para.9 :
Para.10
There are many emotional buying motives
Prestige: 影响力/魅力
Popularity：普及/流行
Para.11
Some of these motives appear to be rational rather than
emotional buying motives. … However,…
Unit 3
Buying
Motives
Product Buying Motives
Para.12
The customer’s buying decision is often influence by a
specific feature or characteristic of the product or service
Para.13
Product buying motives are similar to primary and selective
buying motives.
with a strong conviction toward the product…
Patronage Buying Motives
Assortment of merchandise
goods
commodity
products
Unit 3
Buying
Motives
v
Discussion:
How can one be a good salesgirl?
Text B Jim’s service, Inc.
v
capital for a start-up
Before starting his business
reasons
Market research
Bullard’s franchise
small cleaning opportunity in businesses
direct competition with Mr. Bullard
Advertising
business with Bullard regulars in urgent needs
His business in the first year
seasonal businesses
His wanting to quit ?
Franchise? P169
The advantages and disadvantages of sole proprietorship ?
v
Advantages of sole proprietorship (独资经营)
Simple to start
Own all the profits
Enjoy the satisfaction of the success
Pay the personal income taxes
Simple to dissolve the business
Disadvantages of sole proprietorship
Difficult to raise money to expand
Unlimited liability
The burden of management is not shared
Impermanent