【正文】 畢業(yè)設(shè)計（論文） 營銷策略分析 __外文文獻(xiàn) 外文文獻(xiàn)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 謝謝 學(xué) 號 2021938046 專業(yè)班級 工商管理 0696 班 所在學(xué)院 集美大學(xué)誠毅學(xué)院 指導(dǎo)教師職稱 黃彩云 二○壹○年五月十日 外文文獻(xiàn) A marketers guide to behavioral economics Apirl2021 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 workednot 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 marketings 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 marketers tool kit 1 Make a products cost less painful In almost every purchasing decision consumers have the option to do nothing they can always save their money for another day Thats why the marketers 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 marketing practice however many factors influence the way consumers value a dollar and how much pain they feel upon spending it Retailers know that allowing consumers to delay payment can dramatically increase their willingness to buy One reason delayed payments work is perfectly logical the time value of money makes future payments less costly than immediate ones But there is a second less rational basis for this phenomenon Payments like all losses are viscerally unpleasant But emotions experienced in the presentnoware especially important Even small delays in payment can soften the immediate sting of parting with your money and remove an important barrier to purchase Another way to minimize the pain of payment is to understand the ways mental accounting affects decision making Consumers use different mental accounts for money they obtain from different sources rather than treating every dollar they own equally as economists believe they do or should Commonly observed mental accounts include windfall gains pocket money ine and savings Windfall gains and pocket money are usually the easiest for consumers to spend Ine is less easy to relinquish and savings the most difficult of all Technology creates new frontiers for harnessing mental accounting to benefit both consumers and marketers A credit card marketer for instance could offer a Webbased or mobiledevice application that gives consumers realtime feedback on spending against predefined budget and revenue categoriesgreen say for below budget red for above budget and so on The budgetconscious consumer is likely to find value in such accounts although they are not strictly rational and to concentrate spending on a card that makes use of them This would not only increase the issuers interchange fees and financing ine but also improve the issuers view of its customers overall financial situation Finally of course such an application would make a genuine contribution to these consumers desire to live within their means 2 Harness the power of a default option The evidence is overwhelming that presenting one option as a default increases the chance it will be chosen Defaultswhat you get if you dont actively make a choicework partly by instilling a perception of ownership before any purchase takes place because the pleasure we derive from gains is less intense than the pain from equivalent losses When were given something by default it bees more valued than it would have been otherwiseand we are more loath to part with it Savvy marketers can harness these principles An Italian tele pany for example increased the acceptance rate of an offer made to customers when they called to cancel their service Originally a script informed them that they would receive 100 free calls if they kept their plan The script was reworded to say We have already credited your account with 100 callshow could you use those Many customers did not want to give up free talk time they felt they already owned Defaults work best when decision makers are too indifferent confused or conflicted to consider their options That principle is particularly relevant in a world thats increasingly awash with choicesa default eliminates the need to make a decision The default however must also be a good choice for most people Attempting to mislead customers will ultimately backfire by breeding distrust 3 Dont overwhelm consumers with choice When a default option isnt possible marketers must be wary of generating choice overload which makes consumers less likely to purchase In a classic field experiment some grocery store shoppers were offered the chance to taste a selection of 24 jams while others were offered only 6 The greater variety drew more shoppers to sample the jams but few made a purchase By contrast although fewer consumers stopped to taste the 6 jams on offer sales from this group were more than five times higher Large instore assortments work against