營銷外文文獻及翻譯--不可或缺的營銷四技巧

1、<p><b>　　外文文獻</b></p><p>　　A marketer’s guide to behavioral economics </p><p>　　Apirl.2010 ? Ned Welch ? McKinsey Quarterly</p><p>　　Marketers have been applying be

2、havioral economics-often unknowingly for years. A more systematic approach can unlock significant value.</p><p>　　Long before behavioral economics had a name, marketers were using it. “Three for the price of

3、 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 discoun

4、t or that people often behave irrationally when thinking about future consequences. Yet despite marketing’s inadvertent leadership in using principles of behavioral economics, few compani</p><p>　　1. Make a

5、product’s cost less painful</p><p>　　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

6、 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, h

7、owever, many factors influence the way consumers value a dollar and how much pain they feel upon spending it.</p><p>　　Retailers know that allowing consumers to delay payment can dramatically increase their

8、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. Pa

9、yments, 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</p><p>　　Anoth

10、er way to minimize the pain of payment is to understand the ways “mental accounting” affects decision making. Consumers use different mental accounts for money they obtain from different sources rather than treating ever

11、y dollar they own equally, as economists believe they do, or should. Commonly observed mental accounts include windfall gains, pocket money, income, and savings. Windfall gains and pocket money are usually the easiest fo

12、r consumers to spend. Income is less easy to relinquish</p><p>　　Technology creates new frontiers for harnessing mental accounting to benefit both consumers and marketers. A credit card marketer, for instanc

13、e, could offer a Web-based or mobile-device application that gives consumers real-time feedback on spending against predefined budget and revenue categories—green, say, for below budget, red for above budget, and so on.

14、The budget-conscious consumer is likely to find value in such accounts (although they are not strictly rational) and to concentrate spendi</p><p>　　2. Harness the power of a default option</p><p&g

15、t;　　The evidence is overwhelming that presenting one option as a default increases the chance it will be chosen. Defaults—what you get if you don’t actively make a choice—work partly by instilling a perception of ownersh

16、ip before any purchase takes place, because the pleasure we derive from gains is less intense than the pain from equivalent losses. When we’re “given” something by default, it becomes more valued than it would have been

17、otherwise—and we are more loath to part with it.</p><p>　　Savvy marketers can harness these principles. An Italian telecom company, for example, increased the acceptance rate of an offer made to customers wh

18、en they called to cancel their service. Originally, a script informed them that they would receive 100 free calls if they kept their plan. The script was reworded to say, “We have already credited your account with 100 c

19、alls—how could you use those?” Many customers did not want to give up free talk time they felt they already owned.</p><p>　　Defaults work best when decision makers are too indifferent, confused, or conflicte

20、d to consider their options. That principle is particularly relevant in a world that’s increasingly awash with choices—a default eliminates the need to make a decision. The default, however, must also be a good choice fo

21、r most people. Attempting to mislead customers will ultimately backfire by breeding distrust.</p><p>　　3. Don’t overwhelm consumers with choice</p><p>　　When a default option isn’t possible, mar

22、keters must be wary of generating “choice overload,” which makes consumers less likely to purchase. In a classic field experiment, some grocery store shoppers were offered the chance to taste a selection of 24 jams, whil

23、e others were offered only 6. The greater variety drew more shoppers to sample the jams, but few made a purchase. By contrast, although fewer consumers stopped to taste the 6 jams on offer, sales from this group were mor

24、e than five times h</p><p>　　Large in-store assortments work against marketers in at least two ways. First, these choices make consumers work harder to find their preferred option, a potential barrier to pur

25、chase. Second, large assortments increase the likelihood that each choice will become imbued with a “negative halo”—a heightened awareness that every option requires you to forgo desirable features available in some othe

26、r product. Reducing the number of options makes people likelier not only to reach a decision but also </p><p>　　4. Position your preferred option carefully</p><p>　　Economists assume that everyt

27、hing has a price: your willingness to pay may be higher than mine, but each of us has a maximum price we’d be willing to pay. How marketers position a product, though, can change the equation. Consider the experience of

28、the jewelry store owner whose consignment of turquoise jewelry wasn’t selling. Displaying it more prominently didn’t achieve anything, nor did increased efforts by her sales staff. Exasperated, she gave her sales manager

29、 instructions to mark the lot d</p><p>　　The power of this kind of relative positioning explains why marketers sometimes benefit from offering a few clearly inferior options. Even if they don’t sell, they ma

30、y increase sales of slightly better products the store really wants to move. Similarly, many restaurants find that the second-most-expensive bottle of wine is very popular—and so is the second-cheapest. Customers who buy

31、 the former feel they are getting something special but not going over the top. Those who buy the latter feel they</p><p>　　Another way to position choices relates not to the products a company offers but to

32、 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 p

33、refer to buy specific products makes customers both happier and less likely to base their purchase decisions on price—allowing retailers to sell higher-priced, higher-margin products. (This explain</p><p>　　

34、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 i

35、nfluence the way people react to it is crucial to unlocking significant value—often at very low cost.</p><p>　　不可或缺的營銷四技巧</p><p>　　多年來，營銷商一直在運用行為經濟學，但往往是不自覺地運用。一種更系統(tǒng)的做法則能為營銷商開發(fā)出巨大的價值。</p>

36、<p>　　早在行為經濟學成為一門學說之前，營銷者就已經在使用它了?！百I三送一”的招攬和延長付款時間的“先用后付”計劃已被商家廣泛采用，之所以這樣，是因為這些做法很有效，而并不是因為營銷商做了什么科學研究，證明了人們更喜歡得到看似免費的獎勵，不那么喜歡同等程度的價格折扣，或是證明了人們在考慮將來的后果時常常表現(xiàn)得不理性。然而，盡管營銷在運用行為經濟學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)的方法來運用這些原理。本文

37、重點介紹了四種實用的營銷技巧，它們應成為每一位營銷商不可缺少的工具。</p><p>　　1. 減輕人們花錢買產品時的心痛感</p><p>　　幾乎在每一項購買決策中，消費者都可以選擇不買：他們總是可以把錢留下來，改日再買。正因為如此，營銷商的任務不僅僅是打敗競爭對手，而且還要說服購物者從一開始就掏出錢來。根據(jù)經濟學原理，對于我們花出的每一元錢，支付的痛感應該都是同樣的劇烈。不過，在營銷

38、實踐中，許多因素會影響人們如何看待一元錢的價值，影響他們在花這一元錢時痛感的程度。</p><p>　　零售商都知道，讓消費者推遲付款的安排能極大地提高買家的購買意愿。推遲付款之所以有效，其中的一個原因是非常符合邏輯的：金錢的時間價值使得將來付款比立即付款更便宜。但這種現(xiàn)象的背后，還有另外一個不是那么理性的原因。付款，就像所有其他損失一樣，讓人本能地覺得不爽。但此時此刻的情感體驗是極其重要的。所以，即使是略微推遲

39、付款，也能減輕馬上拿錢出去的那種刺痛感，從而消除阻止人們購買的一個大障礙。</p><p>　　另一個能夠最大程度地減輕付款痛苦的方法是，了解“心理會計”影響購買決策的各種方式。消費者會將他們從不同來源獲得的錢劃分到不同的“心理賬戶”中，而不是像經濟學家認為他們會或應該的那樣，平等地看待所擁有的每一元錢。常見的“心理賬戶”有意外之財、零花錢、收入和儲蓄等。通常，意外之財和零花錢是消費者最容易花出去的錢。收入不太容

40、易花出去，而花掉儲蓄是最難的。</p><p>　　技術創(chuàng)造了一些利用“心理會計”的新領域，讓消費者和營銷商都受益。例如，信用卡營銷商可以提供一項基于互聯(lián)網(wǎng)或移動設備的應用，向消費者實時反饋支出與預先確定的預算及收入類別的比較情況，比如說，綠色表示低于預算，紅色表示超出預算等等。這些賬戶的設置并不完全符合理性，但對預算十分在意的消費者可能會覺得這類賬戶很有價值，并且把支出集中在利用這類賬戶的卡上。這樣，不僅能增加

41、發(fā)卡公司的交易費收入和融資收益，還能讓發(fā)卡公司更好地了解其客戶的總體財務狀況。當然，這樣一項應用程序最終能夠為那些希望量入為出的消費者做出真正的貢獻。</p><p>　　2. 利用默認選擇的力量</p><p>　　有壓倒多數(shù)的證據(jù)表明，如果提供一種選擇作為默認選擇，會提高這種選擇被選中的可能性。默認選擇是人們不用費心勞神就能得到的選擇，它起作用的部分原因在于，讓人們在任何購買發(fā)生之前產

42、生了一種擁有感，因為我們從收獲中得到的快樂沒有從等價的失去中感受的痛苦那么強烈。當我們被默認地“給予”某樣東西時，它就變得比原來沒有被“給予”時更有價值，因此，我們更不愿意失去它。</p><p>　　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時，卻成功地提高了向顧客提供該服務的接受率。一開始，顧客會聽到一段錄音告訴他們說，如果他們繼續(xù)接受服務，則可獲得100次免費電話。后來，這

43、段錄音改為：“我們已經向您的賬戶贈送100次電話，您打算如何使用呢？”結果，許多顧客不想放棄他們覺得自己已經擁有的免費通話時間。</p><p>　　當決策者在考慮他們的選擇時覺得無所謂、困惑或矛盾時，默認選擇最能發(fā)揮作用。在一個充斥著大量選擇的世界里，這個原理尤其有用，一項默認選擇可以讓人們不必再費力作出決定。不過，對大多數(shù)人來說，這個默認選擇必須是一個好的選擇。如果試圖誤導顧客，最后只會適得其反，導致顧客的不

44、信任。</p><p>　　3. 切勿讓選擇壓垮消費者</p><p>　　如果不可能給出一項默認選擇，營銷商必須警惕“選擇超載”，這會降低消費者購買的可能性。在一個經典的現(xiàn)場實驗中，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種果醬的顧客相對較少，但該群體貢獻的銷售額卻高出5倍以上。&

45、lt;/p><p>　　店內品種繁多至少在兩個方面對營銷商不利。首先，太多的選擇讓消費者更難找到自己喜歡的品種，對購買造成潛在阻礙。其次，大量的品種會增加每個選擇都被“負面光環(huán)”籠罩的可能性，“負面光環(huán)”是一種被強化的感覺，好像每種選擇都會讓你放棄一些你想要的而且其他某個產品可以提供的功能。減少選擇的數(shù)量不僅會提高人們做出決定的可能性，而且會讓人們對自己的選擇感覺更滿意。</p><p>　　

46、4. 精心定位首推品種</p><p>　　經濟學家認為，每一種東西都有一個價格：你的花錢意愿也許比我高，但我們每個人都有一個愿意支付的最高價格。然而，營銷商定位一個產品的方式卻有可能打破這個公式。以一家珠寶店老板的經歷為例，在她店里寄售的綠松石珠寶賣得不好。把這款珠寶放在顯著位置也沒有起什么作用，銷售人員努力推銷也無濟于事。一怒之下，她指示銷售經理將這批珠寶的標價降低一半，然后就出門去購物旅行了。當她回來時，她

47、發(fā)現(xiàn)銷售經理看錯了她留下的便條，陰差陽錯地把價格調高了一倍，結果把這批珠寶都賣掉了。在這個例子中，購物者顯然不是根據(jù)某個絕對的最高價格來購買的。相反，他們根據(jù)價格來推斷珠寶的質量，從而產生特定環(huán)境下的一種花錢意愿。</p><p>　　這種相對定位的力量解釋了為何營銷商有時候能夠從提供幾種明顯低劣的產品選擇中獲益。即使這些品種賣得不好，但它們可以增加那些稍微好一些產品的銷量，而后者正是商店想要賣出去的品種。類似地

48、，許多餐館發(fā)現(xiàn)第二貴的瓶裝紅酒非常受歡迎，還有第二便宜的瓶裝紅酒也是這樣。購買前者的顧客覺得自己得到某種特別的東西，但又不至于太過分。購買后者的顧客覺得自己買到了便宜貨，但又不顯得小氣。索尼公司在耳機產品上也發(fā)現(xiàn)了同樣的現(xiàn)象：如果還有另一種更貴的產品，消費者就會按照特定價格購買這些產品，然而，同樣是這種特定價格，如果這些產品是最貴的，消費者就不會購買。</p><p>　　另一種定位各種選擇的方式與企業(yè)提供哪些產

49、品無關，而是與產品的陳列方式有關。例如，我們的研究表明，食品超市里的冰淇淋購買者首先看品牌，然后看口味，最后才是看價格。根據(jù)顧客喜歡購買的產品來布置超市的通道，這樣不僅讓顧客更愉快，而且降低了顧客根據(jù)價格來作出購買決策的可能性，從而使商家能夠賣出價格和利潤更高的產品。這解釋了為什么貨架很少按照商品價格來布置。相比之下，人們在購買恒溫器時，一般首先看價格，然后是功能，最后看品牌。因此，這種商品的布置應采取截然不同的方式。</p>