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营销策略分析 外文文献.doc外丈丈执及其译稿题冃德芙巧克力在中国市场的营销策略分析姓 名 谢谢 学 号 2006938046 专业班级所在学院指导教师(职称) 黄彩云 二0壹0年五月十H外文文献Amarketer'•NedWelch•McKinseyQuarterlyMarketershavebeenapplyingbehavioraleconomics-,marketerswereusingit.“Threeforthepriceoftwonoffersandextended-paymentlayawayplansbecamewidespreadbecausetheyworked——notbecausemarketershadrunscientificstudiesshowingthatpeoplepreferasupposedlyfreeincentivetoanequivalentpricediscountorthatpeopleoftenbehaveirrationallywhenthinkingaboutfutureconsequences・Yetdespitemarketing'sinadvertentleadershipinusingprinciplesofbehavioraleconomics,,wehighlightfourpracticaltechniquesthatshouldbepartofeverymarketer''scostlesspainfulInalmosteverypurchasingdecision,consumershavetheoptiontodonothing:',,however,:thetimevalueofmoneymakesfuturepaymentslesscostlythanimmediateones・Butthereisasecond,,likealllosses,—now—^,aseconomistsbelievetheydo,ountsineludewindfallgains,pocketmoney,e,