预期营销（Prospective marketing）.docVIP

预期营销（Prospective marketing） Research institutions have done an experiment: each month to staff fixed 300 yuan bonus, employees are happy. Suddenly, a month was issued to employees 1000 yuan bonus, and then told the financial department is wrong calculation, recovery of 500 yuan bonus. Even though employees received more than $200 in bonuses, their complaints about the company were far higher than the monthly bonus of $300. This is an interesting feature of human nature, but it is often not noticed by us,. In marketing activities, do not pay attention to this kind of thought influence to consumers, may allow enterprises to spend a lot of effort, consumers do not buy it, even thankless. Some brands are doing everything in place, but the satisfaction of consumers is always not high, thats why. Although these brands have done very well, but their commitment to consumers is also very high, if the commitment to honor all, consumers also feel that this is a matter of course, but it is in line with the initial expectations. However, when an excessive commitment cannot be fully fulfilled, the consumer will have a huge expectation gap, and the complaint will appear immediately. Based on the combination of psychological theory and marketing practices, the author draws such a formula: a consumers expectation of a brand or product + reality = disappointment / satisfaction / surprise. They promise to consumers is higher than the reality, it is not completely fulfilled commitments, it will cause consumers disappointed, disappointed about the consequences of leaving the consumer brand, and this is also different from the left because of a temporary replacement goods competition or special reasons to leave, leave after this disappointment means that 80% of consumers would not go back when business; publicity commitments, will return for consumer satisfaction. Customer satisfaction is the vast majority of the brand can do, but because can do, so can not get high customer loyalty; onl