营销策略分析外文文献

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1、外丈丈献及其译稿题目德芙巧克力在中国市场的营销策略分析姓名谢谢学号2006938046专业班级所在学院扌旨导教0帀（职称）黄彩云二0壹0年五月十FI外文文献Amarketer'sguidetobehavioraleconomicsApirl.2010•NedWelch•McKinseyQuarterlyMarketershavebeenapplyingbehavioraleconomics-oftenunknowinglyforyears.Amoresystematicapproachcanunlock

2、significantvalue.Longbeforebehavioraleconomicshadaname,marketerswereusingit.“Threeforthepriceoftwo”offersandextendecbpaymentlayawayplansbecamewidespreadbecausetheyworked—notbecausemarketershadrunscientificstudiesshowingthatpeoplepreferasupposedlyfreeince

3、ntivetoanequivalentpricediscountorthatpeopleoftenbehaveirrationallywhenthinkingaboutfutureconsequences.Yetdespitemarketing'sinadvertentleadershipinusingprinciplesofbehavioraleconomics,fewcompaniesusetheminasystematicway.Inthisarticle,wehighlightfourpract

4、icaltechniquesthatshouldbepartofeverymarketer'stoolkit.1.MakeaproductscostlesspainfulInalmosteverypurchasingdecision,consumershavetheoptiontodonothing:theycanalwayssavetheirmoneyforanotherday・Thafswhythemarketer'staskisnotjusttobeatcompetitorsbutalsotope

5、rsuadeshopperstopartwiththeirmoneyinthefirstplace.Accordingtoeconomicprinciple,thepainofpaymentshouldbeidenticalforeverydollarwespend.Inmarketingpractice,however,manyfactorsinflueneethewayconsumersvalueadollarandhowmuchpaintheyfeeluponspendingit.Retailer

6、sknowthatallowingconsumerstodelaypaymentcandramaticallyincreasetheirwillingnesstobuy.Onereasondelayedpaymentsworkisperfectlylogical:thetimevalueofmoneymakesfuturepaymentslesscostlythanimmediateones.Butthereisasecond,lessrationalbasisforthisphenomenon.Pay

7、ments,likealllosses,areviscerallyunpleasant.Butemotionsexperiencedinthepresent—now—areespeciallyimportant.Evensmalldelaysinpaymentcansoftentheimmediatestingofpartingwithyourmoneyandremoveanimportantbarriertopurchase.Anotherwaytominimizethepainofpaymentis

8、tounderstandtheways^mentalaccounting”affectsdecisionmaking.Consumersusedifferentmentalaccountsformoneytheyobtainfromdifferentsourcesratherthantreatingeverydollartheyownequally,aseconomistsbelievetheydo,orshould.Commonlyobs