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《【畢業(yè)論文設(shè)計】營銷策略分析__外文文獻(外文翻譯,中英對照)》由會員上傳分享,免費在線閱讀,更多相關(guān)內(nèi)容在工程資料-天天文庫。
1、外丈文獻及其譯稿冃徳芙巧克力在中國市場的營銷策略分樁名M號2006938046專業(yè)班級所在學院指導教師(職稱)二。壹。年五月十H外文文獻Amarketer'sguidetobehavioraleconomicsApirl.2010?NedWelch?McKinseyQuarterlyMarketershavebeenapplyingbehavioraleconomics-oftenunknowinglyforyears?Amoresystematicapproachcanunlocksignificantvalue.Longbeforebehavioraleconomicsha
2、daname,marketerswereusingit."Threeforthepriceoftwo"offersandextended?paymentlayawayplansbecamewidespreadbecausetheyworked—notbecausemarketershadrunscientificstudiesshowingthatpeoplepreferasupposedlyfreeincentivetoanequivalentpricediscountorthatpeopleoftenbehaveirrationallywhenthinkingaboutfu
3、tureconsequences?Yetdespitemarketing'sinadvertentleadershipinusingprinciplesofbehavioraleconomics,fewcompaniesusetheminasystematicway.Inthisarticle,wehighlightfourpracticaltechniquesthatshouldbepartofeverymarketer'stoolkit.1.MakeaproductscostlesspainfulInalmosteverypurchasingdecision,consume
4、rshavetheoptiontodonothing:theycanalwayssavetheirmoneyforanotherday.Thafswhythemarketer'staskisnotjusttobeatcompetitorsbutalsotopersuadeshopperstopartwiththeirmoneyinthefirstplace.Accordingtoeconomicprinciple,thepainofpaymentshouldbeidenticalforeverydollarwespend.Inmarketingpractice,however,
5、manyfactorsinflueneethewayconsumersvalueadollarandhowmuchpaintheyfeeluponspendingit?Retailersknowthatallowingconsumerstodelaypaymentcandramaticallyincreasetheirwillingnesstobuy.Onereasondelayedpaymentsworkisperfectlylogical:thetimevalueofmoneymakesfuturepaymentslesscostlythanimmediateones.Bu
6、tthereisasecond,lessrationalbasisforthisphenomenon.Payments,likealllosses,areviscerallyunpleasant.Butemotionsexperiencedinthepresent—now—areespeciallyimportant.Evensmalldelaysinpaymentcansoftentheimmediatestingofpartingwithyourmoneyandremoveanimportantbarriertopurchase?Anotherwaytominimizeth
7、epainofpaymentistounderstandtheways“mentalaccounting”affectsdecisionmaking.Consumersusedifferentmentalaccountsformoneytheyobtainfromdifferentsourcesratherthantreatingeverydollartheyownequally,aseconomistsbelievetheydo,orshould?Commonlyobservedmenta