【毕业论文设计】营销策略分析__外文文献（外文翻译，中英对照）

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1、外丈文献及其译稿冃徳芙巧克力在中国市场的营销策略分桩名M号2006938046专业班级所在学院指导教师（职称）二。壹。年五月十H外文文献Amarketer'sguidetobehavioraleconomicsApirl.2010•NedWelch•McKinseyQuarterlyMarketershavebeenapplyingbehavioraleconomics-oftenunknowinglyforyears・Amoresystematicapproachcanunlocksignificantvalue.Longbeforebehavioraleconomicsha

2、daname,marketerswereusingit."Threeforthepriceoftwo"offersandextended・paymentlayawayplansbecamewidespreadbecausetheyworked—notbecausemarketershadrunscientificstudiesshowingthatpeoplepreferasupposedlyfreeincentivetoanequivalentpricediscountorthatpeopleoftenbehaveirrationallywhenthinkingaboutfu

3、tureconsequences・Yetdespitemarketing'sinadvertentleadershipinusingprinciplesofbehavioraleconomics,fewcompaniesusetheminasystematicway.Inthisarticle,wehighlightfourpracticaltechniquesthatshouldbepartofeverymarketer'stoolkit.1.MakeaproductscostlesspainfulInalmosteverypurchasingdecision,consume

4、rshavetheoptiontodonothing:theycanalwayssavetheirmoneyforanotherday.Thafswhythemarketer'staskisnotjusttobeatcompetitorsbutalsotopersuadeshopperstopartwiththeirmoneyinthefirstplace.Accordingtoeconomicprinciple,thepainofpaymentshouldbeidenticalforeverydollarwespend.Inmarketingpractice,however,

5、manyfactorsinflueneethewayconsumersvalueadollarandhowmuchpaintheyfeeluponspendingit・Retailersknowthatallowingconsumerstodelaypaymentcandramaticallyincreasetheirwillingnesstobuy.Onereasondelayedpaymentsworkisperfectlylogical:thetimevalueofmoneymakesfuturepaymentslesscostlythanimmediateones.Bu

6、tthereisasecond,lessrationalbasisforthisphenomenon.Payments,likealllosses,areviscerallyunpleasant.Butemotionsexperiencedinthepresent—now—areespeciallyimportant.Evensmalldelaysinpaymentcansoftentheimmediatestingofpartingwithyourmoneyandremoveanimportantbarriertopurchase・Anotherwaytominimizeth

7、epainofpaymentistounderstandtheways“mentalaccounting”affectsdecisionmaking.Consumersusedifferentmentalaccountsformoneytheyobtainfromdifferentsourcesratherthantreatingeverydollartheyownequally,aseconomistsbelievetheydo,orshould・Commonlyobservedmenta