Passage 1
What causes a person to choose one store or one product over another? We know that a person weighs both positive and negative benefits of a product offer, but what elements are being evaluated? Let us look at a typical consumer situation. This story emphasized the necessity for viewing product offers broadly. It also serves as an introduction to packaging, branding, and customer service as product elements.
Chuck Peterson went out to his car one cold day and found that the battery was dead. Chuck went back to his house and began immediately to search for a good place to buy a new battery (it was Saturday, so he had time). Chuck remembered seeing battery ads in the sports section of the newspaper, and so he took out his old papers and went through the ads. He found that several stores were having sales and was pleased, because one of his concerns was getting a good price.
Since Chuck’s car was inoperative, he did not feel like going too far to get a new battery (although his neighbor offered to drive him wherever he wanted to go). Another concern, therefore, was finding a convenient store.
Many different batteries were advertised in the paper at widely ranging prices. Chuck decided to stick to brand names with which he was familiar because he felt he would be able to get better service on a brand name item. Chuck decided to go to the local Sears store and get a battery that was on sale. He asked his neighbor to help him get his car started with booster cables and drove down to the Sears store nearest him. On the way he passed several gas stations and other stores that sold batteries.
What can we learn from this example? First, notice that Chuck did not go to the nearest convenient place to buy batteries (local gas stations). Why not? Somehow Chuck had gotten the impression that gas stations had higher prices for their batteries. He also was not sure what brands the local stations carried. From Chuck’s case, we learn that people will often pass up one store to get the same or similar items at other stores if the closer stores do not advertise what brands they carry, do not create an image of good value, or do not seem interested in the buyer’s business.
42.Convenience shops are not necessary as customers always trust brand names.
A、True
B、False
【正确答案】：B
【名师解析】:Chuck在寻找新电池的过程中，虽然他的邻居提出可以开车带他去任何地方，但他还是选择了去当地的Sears商店购买电池。他之所以没有选择最近的便利商店，比如加油站，是因为他觉得这些地方可能价格更高，并且不确定这些地方销售的电池品牌。这说明消费者在选择购买地点时，品牌信任度是一个重要的因素，但并不是说便利性不重要。Chuck最终选择了一个既方便又提供品牌电池的商店。因此，选项A的说法是错误的，因为Chuck的行为表明，消费者在选择商店时，除了品牌信任度，便利性也是一个重要的考虑因素。所以正确答案是B，False。
