【文章內(nèi)容簡(jiǎn)介】 為什么貨架很少按照商品價(jià)格來(lái)布置。相比之下， 人們?cè)谫?gòu)買(mǎi)恒溫器時(shí)，一般首先看價(jià)格，然后是功能，最后看品牌。因此，這種商品的布置應(yīng)采取截然不同的方式。 營(yíng)銷(xiāo)商很早就知道，消費(fèi)者的行為受到非理性因素的影響。行為經(jīng)濟(jì)學(xué)能夠提高非理性因素的可預(yù)測(cè)性。如果能夠確切了解產(chǎn)品細(xì)節(jié)上的小小變動(dòng)如何影響人們對(duì)它的反應(yīng)，則往往能夠以很低的代價(jià)釋放出巨大的價(jià)值。 A new way to measure wordof mouth marketing ? Jacques Bughin, Jonathan Doogan, and Ole Jrgen Vetvik ? McKinsey Quarterly Consumers have always valued opinions expressed directly to them. Marketers may spend millions of dollars on elaborately conceived advertising campaigns, yet often what really makes up a consumer’s mind is not only simple but also free: a wordofmouth remendation from a trusted source. As consumers overwhelmed by product choices tune out the evergrowing barrage of traditional marketing, word of mouth cuts through the noise quickly and effectively. Indeed, word of mouth1 is the primary factor behind 20 to 50 percent of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive, factors that tend to make people conduct more research, seek more opinions, and deliberate longer than they otherwise would. And its influence will probably grow: the digital revolution has amplified and accelerated its reach to the point where word of mouth is no longer an act of intimate,oneonone munication. Today, it also operates on a onetomany basis: product reviews are posted online and opinions disseminated through social works. Some customers even create Web sites or blogs to praise or punish brands. As online munities increase in size, number, and character, marketers have e to recognize word of mouth’s growing importance. But measuring and managing it is far from easy. We believe that word of mouth can be dissected to understand exactly what makes it effective and that its impact can be measured using what we call “wordofmouth equity”—an index of a brand’s power to generate messages that influence the consumer’s decision to purchase. Understanding how and why messages work allows marketers to craft a coordinated, consistent response that reaches the right people with the right content in the right setting. That generates an exponentially greater impact on the products consumers remend, buy, and bee loyal to. A consumerdriven world The sheer volume of information available today has dramatically altered the balance of power between panies and consumers. As consumers have bee overloaded, they have bee increasingly skeptical about traditional panydriven advertising and marketing and increasingly prefer to make purchasing decisions largely independent of what panies tell them about products. This tectonic power shift toward consumers reflects the way people now make purchasing Once consumers make a decision to buy a product, they start with an initial consideration set of brands formed through product experience, remendations, or awarenessbuilding marketing. Those brands, and others, are actively evaluated as consumers gather product information from a variety of sources and decide which brand to purchase. Their postsales experience then informs their next purchasing decision. While word of mouth has different degrees of influence on consumers at each stage of this journey, it’s the only factor that ranks among the three biggest consumer influencers at every step. It’s also the most disruptive factor. Word of mouth can prompt a consumer to consider a brand or product in a way that incremental advertising spending simply cannot. It’s also not a onehit wonder. The right messages resonate and expand within interested works, affecting brand perceptions, purchase rates, and market share. The rise of online munities and munication has dramatically increased the potential for significant and farreaching momentum effects. In the mobilephone market, for example, we have observed that the passon rates for key positive and negative messages can increase a pany’s market share by as much as 10 percent or reduce it by 20 percent over a twoyear period, all other things being equal. This effect alone makes a case for more systematically investigating and managing word of mouth. Understanding word of mouth While word of mouth is undeniably plex and has a multitude of potential origins and motivations, we have identified three forms of word of mouth that marketers should understand: experiential, consequential, and intentional. Experiential Experiential word of mouth is the most mon and powerful form, typically accounting for 50 to 80 percent of wordofmouth activity in any given product category. It results from a consumer’s direct experience with a product or service, largely when that experience deviates from what’s expected. Consumers rarely plain about or praise a pany when they receive what they expect.) Complaints when airlines lose luggage are classic example of experiential word of mouth, which adversely affects brand sentiment and, ultimately, equity, reducing both receptiveness to traditional marketing and the effect of positive word of mouth from other sources. Positive word of mouth, on the other hand,can generate a tailwind for a product or service. Consequential Marketing activities also can trigger word of mouth. The most mon is what we call consequential word of mouth, which occurs when consumers directly exposed to traditional marketing campaigns pass on messages about them or brands they publicize. The impact of those messages on consumers is often stronger than the direct effect of advertisements, because marketing campaigns that trigger positive word of mouth have paratively higher campaign reach and influence. Marketers need to consider both the direct and the passon effects of word of mouth when determining the message and media mix that maximizes the return on their investment