營(yíng)銷(xiāo)外文文獻(xiàn)及翻譯--不可或缺的營(yíng)銷(xiāo)四技巧-免費(fèi)閱讀
【正文】 因此，這種商品的布置應(yīng)采取截然不同的方式。購(gòu)買(mǎi)前者的顧客覺(jué)得自己得到某種特別的東西，但又不至于太過(guò)分。把這款珠寶放在顯著位置也沒(méi)有起什么作用，銷(xiāo)售人員努力推銷(xiāo)也無(wú)濟(jì)于事。相比之下，雖然停下來(lái)品嘗 6種果醬的顧客相對(duì)較少，但該群體貢獻(xiàn)的銷(xiāo)售額卻高出 5倍以上。后來(lái)，這段錄音改為： “我們已經(jīng)向您的賬戶贈(zèng)送 100 次電話，您打算如何使用呢？ ”結(jié)果，許多顧客不想放棄他們覺(jué)得自己已經(jīng)擁有的免費(fèi)通話時(shí)間。這樣，不僅能增加發(fā)卡公司的交易費(fèi)收入和融資收益，還能讓發(fā)卡公司更好地了解其客戶的總體財(cái)務(wù)狀況。 另一個(gè) 能夠最大程度地減輕付款痛苦的方法是，了解 “心理會(huì)計(jì) ”影響購(gòu)買(mǎi)決策的各種方式。根據(jù)經(jīng)濟(jì)學(xué)原理，對(duì)于我們花出的每一元錢(qián)，支付的痛 感應(yīng)該都是同樣的劇烈?！?and departed on a buying trip. On her return, she found that the manager misread the note and had mistakenly doubled the price of the items—and sold the In this case, shoppers almost certainly didn’t base their purchases on an absolute maximum price. Instead, they made inferences from the price about the jewelry’s quality, which generated a contextspecific willingness to pay. The power of this kind of relative positioning explains why marketers sometimes benefit from offering a few clearly inferior options. Even if they don’t sell, they may increase sales of slightly better products the store really wants to move. Similarly, many restaurants find that the secondmostexpensive bottle of wine is very popular—and so is the secondcheapest. Customers who buy the former feel they are getting something special but not going over the top. Those who buy the latter feel they are getting a bargain but not being cheap. Sony found the same thing with headphones: consumers buy them at a given price if there is a more expensive option—but not if they are the most expensive option on offer. Another way to position choices relates not to the products a pany offers but to the way it displays them. Our research suggests, for instance, that ice cream shoppers in grocery stores look at the brand first, flavor second, and price last. Organizing supermarket aisles according to way consumers prefer to buy specific products makes customers both happier and less likely to base their purchase decisions on price—allowing retailers to sell higherpriced, highermargin products. (This explains why aisles are rarely organized by price.) For thermostats, by contrast, people generally start with price, then function, and finally brand. The merchandise layout should therefore be quite different. Marketers have long been aware that irrationality helps shape consumer behavior. Behavioral economics can make that irrationality more predictable. Understanding exactly
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