94年 - 94 國立交通大學_碩士班入學考試試題_交通運輸研究所：科技論文#123651

1. 請將下列英語短文翻譯成中文(佔50分)
Despite many researchers' attempts to understand how spouses pool their efforts to make family purchase decisions jointly, some researchers have criticized this stream of research as lacking a process oriented. Particularly, the simple identification of the antecedents of spousal influence strategies fails to identify the interactions and dynamics that characterize the family purchase-decision process. For instance, when spouses have incongruent preferences about a purchase, they may use differing influence strategies or influence-strategy mixes to get their way,contingent on the other's use of strategies. This reactive nature of influence in family decision making results in a process of accommodation by which spouses tend to consider both the benefits and the costs of their influence strategies.

2. 請將下列中文短文翻譯成英文(佔50分)「企業的資源有限,如何提高行銷效率以創造更大的利潤,一直是實務界所關心的議題。為了提升行銷效率,行銷管理者便致力於找出具有價值潛力的顧客群,施以適當的行銷策略,並維持良好的通路關係,從而提高顧客的忠誠度。近來由於資料庫技術的發展,使廠商得以鉅細靡遺的紀錄顧客的實際購買行為。然而,面對如此龐大繁瑣的資料庫,如何有效管理,進而得以精確衡量顧客價值和掌握消費行為趨勢,「資料庫行銷」便成為關鍵的致勝要素。