備考雅思閱讀材料精選

對于正在備考雅思考試的考生而言，在備考過程中，尤其是閱讀環(huán)節(jié)，大家需要閱讀大量的材料，通過不斷的閱讀增長自己的知識面，開拓視野。

Stores are finally recognizing what seems like a basic fact of retail: Men and women shop differently。

各商家終于意識到顯然是零售業(yè)基本事實的一點──男性與女性的購物方式各有不同。

Faced with increasing competition from online retailers, some bricks-and-mortar retailers are embracing a practice known as gender-based selling, where stores aim to lure men and women to shop by focusing on their differences. Knowing that men hate to browse, a store may group all its men's products in one location close to the entrance, and knowing women like suggestions, it may train associates to offer product alternatives。

面對來自網(wǎng)上零售店日益激烈的競爭，一些實體零售店開始采納一種被稱為“性別營銷”的做法，通過重點關(guān)注男性與女性消費(fèi)者的不同特點來吸引他們購物。知道男性討厭閑逛，商店便可把所有男性產(chǎn)品放在靠近入口處的售貨區(qū)；知道女性喜歡征求別人的意見，商店便可培訓(xùn)導(dǎo)購員來推薦其他產(chǎn)品。

While some retailers are hesitant about a sales strategy that essentially says to treat men and women differently, others have embraced it as a progressive model to offer the best customer experience。

有些零售商對這種本質(zhì)上主張區(qū)別對待男女顧客的銷售策略心存疑慮，有些零售商則接受了它，認(rèn)為它是一種為顧客提供佳購物體驗的先進(jìn)的銷售模式。

'The traditional sales model, where you treat every single person like an average consumer, doesn't make any sense,' says Barbara Kahn, director of the University of Pennsylvania's Jay H. Baker Retailing Center, which published one of the first studies on gender differences in the shopping experience. The study found women are most affected by personal interactions with sales associates, while men are affected by pragmatic factors, like the availability of products and parking spaces。

賓夕法尼亞大學(xué)（University of Pennsylvania）杰？H?貝克零售研究中心（Jay H. Baker Retailing Center）的主任芭芭拉？卡恩（Barbara Kahn）說，“傳統(tǒng)銷售模式把每一個人都當(dāng)作普通消費(fèi)者對待，這是不合情理的?！笨ǘ饕彩锹氏劝l(fā)表有關(guān)男女消費(fèi)者購物區(qū)別的研究論文的研究者之一，該研究發(fā)現(xiàn)女性容易受到與銷售員的交流的影響，男性則會受到實用因素的影響，例如商品是否有貨和是否有停車位等。

'Women are risk-averse, and will want to know more about the features and benefits of the product,' says Delia Passi, CEO of WomenCertified, a research and consumer advocacy group. Making the store experience more interactive -- 'touching a fabric, staging it with matching bags -- will prompt [a woman] to want to buy more.'

研究機(jī)構(gòu)及消費(fèi)者權(quán)益倡導(dǎo)機(jī)構(gòu)WomenCertified的首席執(zhí)行長迪莉婭？帕西（Delia Passi）稱，“女性傾向于規(guī)避風(fēng)險，希望了解有關(guān)產(chǎn)品的特點和優(yōu)勢的更多信息?！弊屬徫锝?jīng)歷更具互動性，比如說“觸摸一塊面料，把它與相配的包包搭在一起展示，會促使（女性）購買更多商品?！?/p>

Men, on the other hand, just want to know where the product is and they 'want their areas clearly defined,' Ms. Passi says. To men, the worst outcome is to walk out of a store empty-handed, she says. Ms. Passi says requests for her company's training in gender-based selling have increased tenfold over the past decade. Her clients range from apparel retailers to automotive companies。

帕西說，與此不同，男性消費(fèi)者只想知道產(chǎn)品的位置，他們“希望自己的（購物）區(qū)域得到明確界定?！睂δ行远?，糟的結(jié)果便是兩手空空走出商店。她還說，過去十年來，其公司收到的提出參加性別營銷培訓(xùn)的要求增加了十倍。其客戶包括從服裝零售商到汽車公司在內(nèi)的各類企業(yè)。