市场营销外文翻译6

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1、外文文献Amarketer’sguidetobehavioraleconomicsApirl.2010•NedWelch•McKinseyQuarterlyMarketershavebeenapplyingbehavioraleconomics-oftenunknowinglyforyears.Amoresystematicapproachcanunlocksignificantvalue.Longbeforebehavioraleconomicshadaname,marketerswereusingit.“Threeforthepriceoftwo”of

2、fersandextended-paymentlayawayplansbecamewidespreadbecausetheyworked—notbecausemarketershadrunscientificstudiesshowingthatpeoplepreferasupposedlyfreeincentivetoanequivalentpricediscountorthatpeopleoftenbehaveirrationallywhenthinkingaboutfutureconsequences.Yetdespitemarketing’sinad

3、vertentleadershipinusingprinciplesofbehavioraleconomics,fewcompaniesusetheminasystematicway.Inthisarticle,wehighlightfourpracticaltechniquesthatshouldbepartofeverymarketer’stoolkit.1.Makeaproduct’scostlesspainfulInalmosteverypurchasingdecision,consumershavetheoptiontodonothing:the

4、ycanalwayssavetheirmoneyforanotherday.That’swhythemarketer’staskisnotjusttobeatcompetitorsbutalsotopersuadeshopperstopartwiththeirmoneyinthefirstplace.Accordingtoeconomicprinciple,thepainofpaymentshouldbeidenticalforeverydollarwespend.Inmarketingpractice,however,manyfactorsinfluen

5、cethewayconsumersvalueadollarandhowmuchpaintheyfeeluponspendingit.Retailersknowthatallowingconsumerstodelaypaymentcandramaticallyincreasetheirwillingnesstobuy.Onereasondelayedpaymentsworkisperfectlylogical:thetimevalueofmoneymakesfuturepaymentslesscostlythanimmediateones.Buttherei

6、sasecond,lessrationalbasisforthisphenomenon.Payments,likealllosses,areviscerallyunpleasant.Butemotionsexperiencedinthepresent—now—areespeciallyimportant.Evensmalldelaysinpaymentcansoftentheimmediatestingofpartingwithyourmoneyandremoveanimportantbarriertopurchase.Anotherwaytominimi

7、zethepainofpaymentistounderstandtheways“mentalaccounting”affectsdecisionmaking.Consumersusedifferentmentalaccountsformoneytheyobtainfromdifferentsourcesratherthantreatingeverydollartheyownequally,aseconomistsbelievetheydo,orshould.Commonlyobservedmentalaccountsincludewindfallgains

8、,pocketmoney,income,andsavings.Wi