營銷策略分析__外文文獻畢業(yè)論文

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時間:2017-09-21

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1、外文文獻及其譯稿題目德芙巧克力在中國市場的營銷策略分析姓名謝謝學(xué)號2006938046專業(yè)班級工商管理0696班所在學(xué)院集美大學(xué)誠毅學(xué)院指導(dǎo)教師(職稱)黃彩云二○壹○年五月十日外文文獻Amarketer’sguidetobehavioraleconomicsApirl.2010?NedWelch?McKinseyQuarterlyMarketershavebeenapplyingbehavioraleconomics-oftenunknowinglyforyears.Amoresystematicapproachcanunlocksignificantvalue.L

2、ongbeforebehavioraleconomicshadaname,marketerswereusingit.“Threeforthepriceoftwo”offersandextended-paymentlayawayplansbecamewidespreadbecausetheyworked—notbecausemarketershadrunscientificstudiesshowingthatpeoplepreferasupposedlyfreeincentivetoanequivalentpricediscountorthatpeopleoftenb

3、ehaveirrationallywhenthinkingaboutfutureconsequences.Yetdespitemarketing’sinadvertentleadershipinusingprinciplesofbehavioraleconomics,fewcompaniesusetheminasystematicway.Inthisarticle,wehighlightfourpracticaltechniquesthatshouldbepartofeverymarketer’stoolkit.1.Makeaproduct’scostlesspai

4、nfulInalmosteverypurchasingdecision,consumershavetheoptiontodonothing:theycanalwayssavetheirmoneyforanotherday.That’swhythemarketer’staskisnotjusttobeatcompetitorsbutalsotopersuadeshopperstopartwiththeirmoneyinthefirstplace.Accordingtoeconomicprinciple,thepainofpaymentshouldbeidentical

5、foreverydollarwespend.Inmarketingpractice,however,manyfactorsinfluencethewayconsumersvalueadollarandhowmuchpaintheyfeeluponspendingit.Retailersknowthatallowingconsumerstodelaypaymentcandramaticallyincreasetheirwillingnesstobuy.Onereasondelayedpaymentsworkisperfectlylogical:thetimevalue

6、ofmoneymakesfuturepaymentslesscostlythanimmediateones.Butthereisasecond,lessrationalbasisforthisphenomenon.Payments,likealllosses,areviscerallyunpleasant.Butemotionsexperiencedinthepresent—now—areespeciallyimportant.Evensmalldelaysinpaymentcansoftentheimmediatestingofpartingwithyourmon

7、eyandremoveanimportantbarriertopurchase.Anotherwaytominimizethepainofpaymentistounderstandtheways“mentalaccounting”affectsdecisionmaking.Consumersusedifferentmentalaccountsformoneytheyobtainfromdifferentsourcesratherthantreatingeverydollartheyownequally,aseconomistsbelievetheydo,orsh

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