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1、外文文献Anewwaytomeasureword-ofmouthmarketingApril.2010•JacquesBughin,JonathanDoogan,andOleJrgenVetvik•McKinseyQuarterlyConsumershavealwaysvaluedopinionsexpresseddirectlytothem.Marketersmayspendmillionsofdollarsonelaboratelyconceivedadvertisingcampaigns,yetoftenw
2、hatreallymakesupaconsumer’smindisnotonlysimplebutalsofree:aword-of-mouthrecommendationfromatrustedsource.Asconsumersoverwhelmedbyproductchoicestuneouttheever-growingbarrageoftraditionalmarketing,wordofmouthcutsthroughthenoisequicklyandeffectively.Indeed,wordo
3、fmouth1istheprimaryfactorbehind20to50percentofallpurchasingdecisions.Itsinfluenceisgreatestwhenconsumersarebuyingaproductforthefirsttimeorwhenproductsarerelativelyexpensive,factorsthattendtomakepeopleconductmoreresearch,seekmoreopinions,anddeliberatelongertha
4、ntheyotherwisewould.Anditsinfluencewillprobablygrow:thedigitalrevolutionhasamplifiedandaccelerateditsreachtothepointwherewordofmouthisnolongeranactofintimate,one-on-onecommunication.Today,italsooperatesonaone-to-manybasis:productreviewsarepostedonlineandopini
5、onsdisseminatedthroughsocialnetworks.SomecustomersevencreateWebsitesorblogstopraiseorpunishbrands.Asonlinecommunitiesincreaseinsize,number,andcharacter,marketershavecometorecognizewordofmouth’sgrowingimportance.Butmeasuringandmanagingitisfarfromeasy.Webelieve
6、thatwordofmouthcanbedissectedtounderstandexactlywhatmakesiteffectiveandthatitsimpactcanbemeasuredusingwhatwecall“word-of-mouthequity”—anindexofabrand’spowertogeneratemessagesthatinfluencetheconsumer’sdecisiontopurchase.Understandinghowandwhymessagesworkallows
7、marketerstocraftacoordinated,consistentresponsethatreachestherightpeoplewiththerightcontentintherightsetting.Thatgeneratesanexponentiallygreaterimpactontheproductsconsumersrecommend,buy,andbecomeloyalto.Aconsumer-drivenworldThesheervolumeofinformationavailabl
8、etodayhasdramaticallyalteredthebalanceofpowerbetweencompaniesandconsumers.Asconsumershavebecomeoverloaded,theyhavebecomeincreasinglyskepticalabouttraditionalcompany-drivenadvertisingandma