备考雅思阅读材料精选

对于正在备考雅思考试的考生而言，在备考过程中，尤其是阅读环节，大家需要阅读大量的材料，通过不断的阅读增长自己的知识面，开拓视野。

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

各商家终于意识到显然是零售业基本事实的一点──男性与女性的购物方式各有不同。

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。

面对来自网上零售店日益激烈的竞争，一些实体零售店开始采纳一种被称为“性别营销”的做法，通过重点关注男性与女性消费者的不同特点来吸引他们购物。知道男性讨厌闲逛，商店便可把所有男性产品放在靠近入口处的售货区;知道女性喜欢征求别人的意见，商店便可培训导购员来推荐其他产品。

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。

有些零售商对这种本质上主张区别对待男女顾客的销售策略心存疑虑，有些零售商则接受了它，认为它是一种为顾客提供最佳购物体验的先进的销售模式。

'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。

宾夕法尼亚大学(University of Pennsylvania)杰?H­贝克零售研究中心(Jay H. Baker Retailing Center)的主任芭芭拉?卡恩(Barbara Kahn)说，“传统销售模式把每一个人都当作普通消费者对待，这是不合情理的。”卡恩也是率先发表有关男女消费者购物区别的研究论文的研究者之一，该研究发现女性最容易受到与销售员的交流的影响，男性则会受到实用因素的影响，例如商品是否有货和是否有停车位等。

'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.'

研究机构及消费者权益倡导机构WomenCertified的首席执行长迪莉娅?帕西(Delia Passi)称，“女性倾向于规避风险，希望了解有关产品的特点和优势的更多信息。”让购物经历更具互动性，比如说“触摸一块面料，把它与相配的包包搭在一起展示，会促使(女性)购买更多商品。”

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。

帕西说，与此不同，男性消费者只想知道产品的位置，他们“希望自己的(购物)区域得到明确界定。”对男性而言，最糟的结果便是两手空空走出商店。她还说，过去十年来，其公司收到的提出参加性别营销培训的要求增加了十倍。其客户包括从服装零售商到汽车公司在内的各类企业。

推荐专家
	姓名：陆伟   电话：025-84671466，84671499 电子邮箱：lexilu@shinyway 所在地点：南京市白下区太平南路1号新世纪广场A幢2905室 咨询国家/地区：null
【专业资历】
新通教育南京分公司资深雅思口语老师，从事翻译工作2年，口译教学3年，曾经任教上海交通大学-----昂立培训机构的中高级口译老师。擅长英文的听力，口语。为不同的学生进行口语的指导和训练，擅长口语的纠音和地道英语的表达，鼓励学生用英文的思维去思考;口语讲究和学生的沟通，了解学生的心理，因地制宜，和学生建立起信任机制，克服害羞而不敢说的障碍。让每一位学生相信： Belief is self-fulfillment prophecy.
【成功案例】
祝同学，雅思VIP学生，入学前该学生的口语5分，存在较大的问题，对于寻找素材，组织语言，单词发音都有较大的困惑。通过一段时间的课程，鼓励该同学自信去说，不怕犯错，并且同时从词汇及用法两方面双管齐下，纯英文教学，该学生得到较大的提高，口语7分。