【正文】 but also deviate on the dimensions that matter to the customer and that he or she is likely to talk about. For instance, while battery life is a crucial driver of satisfaction for mobilehandset consumers, they talk about it less than other product features, such as design and usability. To turn consumers into an effective marketing vehicle, panies need to outperform on product and service attributes that have intrinsic wordofmouth potential. Managing consequential word of mouth involves using the insights provided by wordof mouth equity to maximize the return on marketing activities. By understanding the word of mouth effects of the range of channels and messages employed and allocating marketing activities accordingly, panies can equip consumers to spread marketing messages and drive their reach and impact. In fact, McKinsey research shows that marketinginduced consumertoconsumer word of mouth generates more than twice the sales of paid advertising in categories as diverse as skincare and mobile phones. Two things supercharge the creation of positive consequential word of mouth: interactivity and creativity. They are interrelated, and particularly important for brands in relatively lowinnovation categories that often struggle to gain consumer attention. One example of a pany successfully harnessing this power is the UK confectioner Cadbury, whose “Glass and a Half Full” advertising campaign used creative, thoughtful, and integrated online and traditional marketing to spur consumer interaction and sales. The campaign began with a television mercial featuring a gorilla playing drums to an iconic Phil Collins song. The bizarre juxtaposition was an immediate hit. The concept so engaged consumers that they were willing to go online, view the mercial, and create amateur versions of their own, triggering a torrent of YouTube imitations. Within three months of the advertisement’s appearance, the video had been viewed more than six million times online, yearonyear sales of Cadbury’s Dairy Milk chocolate had increased by more than 9 percent, and the brand’s positive perception among consumers had improved by about 20 percent. Intentional wordofmouth campaigns revolve around identifying influentials who bee brand and product advocates. Of course, panies can’t precisely control what consumers tell others. But ambitious marketers can use wordofmouth equity insights to shift from consequential to intentional campaigning. The type of campaign that panies choose to adopt depends on the degree to which marketers can find and target influentials. Marketers capable of undertaking onetoone marketing—such as mobilephone operators—are uniquely positioned to execute controlled and effective intentional wordofmouth campaigns. Mobile carriers have granular customer data that can precisely locate influentials who know the category, talk to many people, and provide them with trusted opinions. That means messages can be directed at specific individuals who are most likely to spread positive word of mouth through their social works. As a message spreads, this approach generates an exponential wordof mouth impact, similar to the ripple effect when a pebble is dropped in a pond. Companies unable to target influentials precisely must take a different approach. While Red Bull, for example, can’t send text messages to specific consume。如果能夠確切了解產品細節(jié)上的小小變動如何影響人們對它的反應，則往往能夠以很低的代價釋放出巨大的價值。相比之下， 人們在購買恒溫器時，一般首先看價格，然后是功能，最后看品牌。 另一種定位各種選擇的方式與企業(yè)提供哪些產品無關，而是與產品的陳列方式有關。類似地，許多餐館發(fā)現第二貴的瓶裝紅酒非常受歡迎，還有第二便宜的瓶裝紅酒也是這樣。在這 個例子中，購物者顯然不是根據某個絕對的最高價格來購買的。以一家珠寶店老板的經歷為例，在她店里寄售的綠松石珠寶賣得不好。其次，大量的品種會增加每個選擇都被 “負面光環(huán) ”籠罩的可能性， “負面光環(huán) ”是一種被強化的感覺，好像每種選擇都會讓你放棄一些你想要的而且其他某個產品可以提供的功能。 24 種果醬吸引了更多顧客去品嘗，但購買的人卻很少。不過，對大多數人來說，這個默認選擇必須是一個好的選擇。一開始，顧客會聽到一段錄音告訴他們說，如果他們繼續(xù)接受服務，則可獲得 100 次免費電話。默認選擇是人們不用費心勞 神就能得到的選擇，它起作用的部分原因在于，讓人們在任何購買發(fā)生之前產生了一種擁有感，因為我們從收獲中得到的快樂沒有從等價的失去中感受的痛苦那么強烈。這些賬戶的設置并不完全符合理性，但對預算十分在意的消費者可能會覺得這類賬戶很有價值，并且把支出集中在利用這類賬戶的卡上。通常，意外之財和零花錢是消費者最容易花出去的錢。所以，即使是略微推遲付款，也能減輕馬上拿錢出去的那種刺痛感，從而消除阻止 人們購買的一個大障礙。推遲付款之所以有效，其中的一個原因是非常符合邏輯的：金錢的時間價值使得將來付款比立即付款更便宜。正因為如此，營銷商的任務不僅僅是打敗競爭對手，而且還要說服購物者從一開始就掏出錢來。 “買三送一 ”的招攬和延長付款時間的 “先用后付 ”計劃已被商家廣泛采用，之所以這樣，是因為這些做法很有效，而并不是因為營銷商做了什么科學研究 ，證明了人們更喜歡得到看似免費的獎勵，不那么喜歡同等程度的價格折扣，或是證明了人們在考慮將來的后果時常常表現得不理性。 外文文獻及其譯稿 題 目 德芙巧克力在中國市場的營銷策略分析 姓 名 學 號 專業(yè)班級 所在學院 指導教師（職稱） 外文文獻 A marketer’s guide to behavioral economics ? Ned Welch ? McKinsey Quarterly Marketers have been applying behavioral economicsoften unknowingly for years. A more systematic approach can unlock significant value. Long before behavioral economics had a name, marketers were using it. “Three for the price of two” offers and extendedpayment layaway plans became widespread because they worked—not because marketers had run scientific studies showing that people prefer a supposedly free incentive to an equivalent price discount or that people often behave irrationally when thinking about future consequences. Yet despite marketing’s inadvertent leadership in using principles of behavioral economics, few panies use them in a systematic way. In this article, we highlight four practical techniques that should be part of every marketer’s tool kit. 1. Make a product’s cost less painful In almost every purchasing decision, consumers have the option to do nothing: they can always save their money for another day. That’s why the marketer’s task is not just to beat petitors but also to persuade shoppers to part with their money in the first place. According to economic principle, the pain of payment should be identical for every dollar we spend. In marke