营销策略分析外文文献2.doc

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
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外文文献
A marketer’s guide to behavioral economics
• 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 worked—not 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 marketing’s inadvertent leadership in using principles of behavioral economics, panies use them in a systematic way. In this article, we highlight four practical techniques that should be part of every marketer’s tool kit.
1. Make a product’s cost less painful
In almost every purchasing decision, consumers have the option to do nothing: they can always save their money for another day. That’s why the marketer’s task is not just to 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 present—now—are especially important. Even small delays in payment can soften the immediate sting of parting with your money and remove a