毕业设计（论文）--营销策略分析__外文文献

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1、外丈丈执及其译稿题冃德芙巧克力在中国市场的营销策略分析姓名谢谢学号2006938046专业班级所在学院指导教师（职称）黄彩云二。壹。年五月十H外文文献Amarketer'sguidetobehavioraleconomicsApirl.2010•NedWelch•McKinseyQuarterlyMarketershavebeenapplyingbehavioraleconomics-oftenunknowinglyforyears・Amoresystematicapproachcanunlocksignificant

2、value.Longbeforebehavioraleconomicshadaname,marketerswereusingit.“Threeforthepriceoftwo”offersandextended-paymentlayawayplansbecamewidespreadbecausetheyworked—notbecausemarketershadrunscientificstudiesshowingthatpeoplepreferasupposedlyfreeincentivetoanequivalent

3、pricediscountorthatpeopleoftenbehaveirrationallywhenthinkingaboutfutureconsequences.Yetdespitemarketing'sinadvertentleadershipinusingprinciplesofbehavioraleconomics,fewcompaniesusetheminasystematicway.Inthisarticle,wehighlightfourpracticaltechniquesthatshouldbep

4、artofeverymarketer'stoolkit.1.MakeaproductscostlesspainfulInalmosteverypurchasingdecision,consumershavetheoptiontodonothing:theycanalwayssavetheirmoneyforanotherday.Thafswhythemarketer'staskisnotjusttobeatcompetitorsbutalsotopersuadeshopperstopartwiththeirmoneyi

5、nthefirstplace.Accordingtoeconomicprinciple,thepainofpaymentshouldbeidenticalforeverydollarwespend.Inmarketingpractice,however,manyfactorsinfluencethewayconsumersvalueadollarandhowmuchpaintheyfeeluponspendingit.Retailersknowthatallowingconsumerstodelaypaymentcan

6、dramaticallyincreasetheirwillingnesstobuy.Onereasondelayedpaymentsworkisperfectlylogical:thetimevalueofmoneymakesfuturepaymentslesscostlythanimmediateones.Butthereisasecond,lessrationalbasisforthisphenomenon.Payments,likealllosses,areviscerallyunpleasant.Butemot

7、ionsexperieneedinthepresent——now—areespeciallyimportant.Evensmalldelaysinpaymentcansoftentheimmediatestingofpartingwithyourmoneyandremoveanimportantbarriertopurchase.Anotherwaytominimizethepainofpaymentistounderstandtheways“mentalaccounting"affectsdecisionmaking

8、.Consumersusedifferentmentalaccountsformoneytheyobtainfromdifferentsourcesratherthantreatingeverydollartheyownequally,aseconomistsbelievetheydo,orshould.Commonlyobser