毕业设计--营销策略分析外文文献.doc

毕业设计（论文）--营销策略分析__外文文献 外文文献及其译稿 题 目 德芙巧克力在中国市场的营销策略分析 姓 名 谢谢 学 号 2006938046 专业班级 工商管理0696班 所在学院 集美大学诚毅学院 指导教师职称 黄彩云 二○壹○年五月十日 外文文献 A marketers guide to behavioral economics Apirl2010 Ned Welch McKinsey Quarterly Marketers have been applying behavioral economics-often 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 extended-payment 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 companies 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 competitors 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 B