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  3. You will read a short passage, listen to a talk, and answer a question about

You will read a short passage, listen to a talk, and answer a question about

游客2025-02-04  21
问题     You will read a short passage, listen to a talk, and answer a question about them. After you hear the question, you will have 30 seconds to prepare a- response and 60 seconds to record the response.
    Now read the passage about what environment scenting is and how it influences consumers. You will have 45 seconds to read the passage. Begin reading now.
                                                Environment Scenting
    Our powerful sense of smell allows us to tell the difference between many kinds of odors. These odors are interpreted and processed in a part of the brain that affects our emotions, behavior, and memory. Given this knowledge, market researchers are studying the effects of what is known as environment scenting. This technique attempts to use pleasant fragrances to increase retail sales. The results of these marketing studies indicate that smells can strongly influence consumers both in their willingness to buy a product and in the value they place on a product.
    Now listen to part of a lecture on this topic in a marketing class.
    Using the examples from the lecture, explain what environmental scenting is and how it influences consumers.
Now listen to part of a lecture on this topic in a marketing class.
    OK, so to see how this works, let’s look at the results of an experiment conducted by researchers in a department store. They put a fragrance that had been proved to appeal to women into the air of a women’s clothing department of a large store. Then they put a different fragrance that had been proved to attract men into the air of the men’s clothing department of the store. Well, the results were pretty surprising. Sales almost doubled on the days when these fragrances were used, so there really was a difference. Now, let’s look at another experiment. In this one, two identical pairs of running shoes were each placed in separate rooms. One room was scented with a pleasant fragrance and the other room had no fragrance at all. Then consumers were asked to enter each room and to examine each pair of shoes. Afterward, they were asked to fill out a questionnaire evaluating the shoes. Not only did most consumers prefer the shoes in the fragrant room, but they also thought the pair of shoes in the fragrant room was more expensive; $10 more than the pair of shoes in the room with no fragrance.
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答案     Environment scenting is a technique used by sellers to influence customers’ willingness to purchase products and their evaluation of products through the use of pleasant fragrances. Two marketing experiments can demonstrate how this technique works. One experiment found that when sellers scented their stores with the fragrance proved to be attractive to their target customers, their sales almost doubled. In the other experiment, customers were asked to compare two identical pairs of shoes, one in a scented room, and the other in a room with no fragrance. After that, they were asked to evaluate these two pairs of shoes by filling in a questionnaire. The results showed that the pair in the fragrant room was more favored and considered more costly than the other one.
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