欢迎来到天天文库
浏览记录
ID:41290749
大小:61.50 KB
页数:11页
时间:2019-08-21
《营销策略分析--外文文献资料》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、外文文献Anewwaytomeasureword-ofmouthmarketingApril.2010•JacquesBughin,JonathanDoogan,andOleJrgenVetvik•McKinseyQuarterlyConsumershavealwaysvaluedopinionsexpresseddirectlytothem.Marketersmayspendmillionsofdollarsonelaboratelyconceivedadvertisingcampaigns,yetoftenwhatreallymakesupaconsumer’smind
2、isnotonlysimplebutalsofree:aword-of-mouthrecommendationfromatrustedsource.Asconsumersoverwhelmedbyproductchoicestuneouttheever-growingbarrageoftraditionalmarketing,wordofmouthcutsthroughthenoisequicklyandeffectively.Indeed,wordofmouth1istheprimaryfactorbehind20to50percentofallpurchasingdec
3、isions.Itsinfluenceisgreatestwhenconsumersarebuyingaproductforthefirsttimeorwhenproductsarerelativelyexpensive,factorsthattendtomakepeopleconductmoreresearch,seekmoreopinions,anddeliberatelongerthantheyotherwisewould.Anditsinfluencewillprobablygrow:thedigitalrevolutionhasamplifiedandaccele
4、rateditsreachtothepointwherewordofmouthisnolongeranactofintimate,one-on-onecommunication.Today,italsooperatesonaone-to-manybasis:productreviewsarepostedonlineandopinionsdisseminatedthroughsocialnetworks.SomecustomersevencreateWebsitesorblogstopraiseorpunishbrands.Asonlinecommunitiesincreas
5、einsize,number,andcharacter,marketershavecometorecognizewordofmouth’sgrowingimportance.Butmeasuringandmanagingitisfarfromeasy.Webelievethatwordofmouthcanbedissectedtounderstandexactlywhatmakesiteffectiveandthatitsimpactcanbemeasuredusingwhatwecall“word-of-mouthequity”—anindexofabrand’spowe
6、rtogeneratemessagesthatinfluencetheconsumer’sdecisiontopurchase.Understandinghowandwhymessagesworkallowsmarketerstocraftacoordinated,consistentresponsethatreachestherightpeoplewiththerightcontentintherightsetting.Thatgeneratesanexponentiallygreaterimpactontheproductsconsumersrecommend,buy,
7、andbecomeloyalto.Aconsumer-drivenworldThesheervolumeofinformationavailabletodayhasdramaticallyalteredthebalanceofpowerbetweencompaniesandconsumers.Asconsumershavebecomeoverloaded,theyhavebecomeincreasinglyskepticalabouttraditionalcompany-drivenadvertisingandma
此文档下载收益归作者所有