【正文】 marketers in at least two ways First these choices make consumers work harder to find their preferred option a potential barrier to purchase Second large assortments increase the likelihood that each choice will bee imbued with a negative haloa heightened awareness that every option requires you to fo desirable features available in some other product Reducing the number of options makes people likelier not only to reach a decision but also to feel more satisfied with their choice 4 Position your preferred option carefully Economists assume that everything has a price your willingness to pay may be higher than mine but each of us has a imum price wed be willing to pay How marketers position a product though can change the equation Consider the experience of the jewelry store owner whose consignment of turquoise jewelry wasnt selling Displaying it more prominently didnt achieve anything nor did increased efforts by her sales staff Exasperated she gave her sales manager instructions to mark the lot down x 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 itemsand sold the lot2 In this case shoppers almost certainly didnt base their purchases on an absolute imum price Instead they made inferences from the price about the jewelrys 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 dont 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 popularand 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 optionbut 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 priceallowing retailers to sell higherpriced highermargin products This explains why aisles are rarely anized 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 how small changes to the details of an offer can influence the way people react to it is crucial to unlocking significant valueoften at very low cost 不可或缺的營銷四技巧多年來營銷商一直在運(yùn)用行為經(jīng)濟(jì)學(xué)但往往是不自覺地運(yùn)用一種更系統(tǒng)的做法則能為營銷商開發(fā)出巨大的價(jià)值 早在行為經(jīng)濟(jì)學(xué)成為一門學(xué)說之前營銷者就已經(jīng)在使用它了買三送一的招攬和延長付款時(shí)間的先用后付計(jì)劃已被商家廣泛采用之所以這樣是因?yàn)檫@些做法很有效而并不是因?yàn)闋I銷商做了什么科學(xué)研究證明了人們更喜歡得到看似免費(fèi)的獎(jiǎng)勵(lì)不那么喜歡同等程度的價(jià)格折扣或是證明了人們?cè)诳紤]將來的后果時(shí)常常表現(xiàn)得不理性然而盡管營銷在運(yùn)用行為經(jīng)濟(jì)學(xué)原理方面無意間走到了前頭但卻很少有商家能夠以系統(tǒng)的方法來運(yùn)用這些原理本文重點(diǎn)介紹了 四種實(shí)用的營銷技巧它們應(yīng)成為每一位營銷商不可缺少的工具 12 利用默認(rèn)選擇的力量 有壓倒多數(shù)的證據(jù)表明如果提供一種選擇作為默認(rèn)選擇會(huì)提高這種選擇被選中的可能性默認(rèn)選擇是人們不用費(fèi)心勞神就能得到的選擇它起作用的部分原因在于讓人們?cè)谌魏钨徺I發(fā)生之前產(chǎn)生了一種擁有感因?yàn)槲覀儚氖斋@中得到的快樂沒有從等價(jià)的失去中感受的痛苦那么強(qiáng)烈當(dāng)我們被默認(rèn)地給予某樣?xùn)|西時(shí)它就變得比原來沒有被給予時(shí)更有價(jià)值因此我們更不愿意失去它 精明的營銷商可以利用這些原理例如一家意大利電信公司在顧客打電話要取消服務(wù)時(shí)卻成功地提高了向顧客提供該服務(wù)的接受率一開始顧客會(huì)聽到一段錄音告訴他們說如果他 們繼續(xù)接受服務(wù)則可獲得 100 次免費(fèi)電話后來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得自己已經(jīng)擁有的免費(fèi)通話時(shí)間 當(dāng)決策者在考慮他們的選擇時(shí)覺得無所謂困惑或矛盾時(shí)默認(rèn)選擇最能發(fā)揮作用在一個(gè)充斥著大量選擇的世界里這個(gè)原理尤其有用一項(xiàng)默認(rèn)選擇可以讓人們不必再費(fèi)力作出決定不過對(duì)大多數(shù)人來說這個(gè)默認(rèn)選擇必須是一個(gè)好的選擇如果試圖誤導(dǎo)顧客最后只會(huì)適得其反導(dǎo)致顧客的不信任 3 切勿讓選擇壓垮消費(fèi)者 如果不可能給出一項(xiàng)默認(rèn)選擇營銷商必須警惕選擇超載這會(huì)降低消費(fèi)者購買的可能性在 一個(gè)經(jīng)典的現(xiàn)場(chǎng)實(shí)驗(yàn)中某家食品店的顧客可以品嘗 24 種果醬而另一些食品店的顧客只可以品嘗 6 種 24 種果醬吸引了更多顧客去品嘗但購買的人卻很少相比之下雖然停下來品嘗 6 種果醬的顧客相對(duì)較少但該群體貢獻(xiàn)的銷售額卻高出 5 倍以上 店內(nèi)品種繁多至少在兩個(gè)方面對(duì)營銷商不利首先太多的選擇讓消費(fèi)者更難找到自己喜歡的品種對(duì)購買造成潛在阻礙其次大量的品種會(huì)增加每個(gè)選擇都被負(fù)面光環(huán)籠罩的可能性負(fù)面光環(huán)是一種被強(qiáng)化的感覺好像每種選擇都會(huì)讓你放棄一些你想要的而且其他某個(gè)產(chǎn)品可以提供的功能減少選擇的數(shù)量不僅會(huì)提高人們做出決定的可能性而且會(huì)讓人 們對(duì)自己的選擇感覺更滿意 4A new way to measure wordof mouth marketing April2021 Jacques Bughin Jonathan Doogan and Ole Jrgen Vetvik McKinsey QuarterlyConsumers 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 consumers 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 intimateoneonone 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