營銷策略分析__外文文獻(xiàn)

1、外文文獻(xiàn)及其譯稿外文文獻(xiàn)及其譯稿題目德芙巧克力在中國市場的營銷策略分析姓名謝謝學(xué)號2006938046專業(yè)班級工商管理0696班所在學(xué)院集美大學(xué)誠毅學(xué)院指導(dǎo)教師（職稱）黃彩云二○壹○年五月十日accounts(althoughtheyarenotstrictlyrational)toconcentratespendingonacardthatmakesuseofthem.Thiswouldnotonlyincreasetheissuer

2、’sinterchangefeesfinancingincomebutalsoimprovetheissuer’sviewofitscustomers’overallfinancialsituation.Finallyofcoursesuchanapplicationwouldmakeagenuinecontributiontotheseconsumers’desiretolivewithintheirmeans.2.Harnessth

3、epowerofadefaultoptionTheevidenceisoverwhelmingthatpresentingoneoptionasadefaultincreasesthechanceitwillbechosen.Defaults—whatyougetifyoudon’tactivelymakeachoice—wkpartlybyinstillingaperceptionofownershipbefeanypurchaset

4、akesplacebecausethepleasurewederivefromgainsislessintensethanthepainfromequivalentlosses.Whenwe’re“given”somethingbydefaultitbecomesmevaluedthanitwouldhavebeenotherwise—wearemeloathtopartwithit.Savvymarketerscanharnessth

5、eseprinciples.AnItaliantelecomcompanyfexampleincreasedtheacceptancerateofanoffermadetocustomerswhentheycalledtocanceltheirservice.iginallyainfmedthemthattheywouldreceive100freecallsiftheykepttheirplan.Thewasrewdedtosay“W

6、ehavealreadycreditedyouraccountwith100calls—howcouldyouusethose”Manycustomersdidnotwanttogiveupfreetalktimetheyfelttheyalreadyowned.Defaultswkbestwhendecisionmakersaretooindifferentconfusedconflictedtoconsidertheiroption

7、s.Thatprincipleisparticularlyrelevantinawldthat’sincreasinglyawashwithchoices—adefaulteliminatestheneedtomakeadecision.Thedefaulthowevermustalsobeagoodchoicefmostpeople.Attemptingtomisleadcustomerswillultimatelybackfireb

8、ybreedingdistrust.3.Don’toverwhelmconsumerswithchoiceWhenadefaultoptionisn’tpossiblemarketersmustbewaryofgenerating“choiceoverload”whichmakesconsumerslesslikelytopurchase.Inaclassicfieldexperimentsomegrocerysteshopperswe

9、reofferedthechancetotasteaionof24jamswhileotherswereofferedonly6.Thegreatervarietydrewmeshopperstosamplethejamsbutfewmadeapurchase.Bycontrastalthoughfewerconsumersstoppedtotastethe6jamsonoffersalesfromthisgroupweremethan

10、fivetimeshigher.Largeinsteasstmentswkagainstmarketersinatleasttwoways.Firstthesechoicesmakeconsumerswkhardertofindtheirpreferredoptionapotentialbarriertopurchase.Secondlargeasstmentsincreasethelikelihoodthateachchoicewil

11、lbecomeimbuedwitha“negativehalo”—aheightenedawarenessthateveryoptionrequiresyoutofgodesirablefeaturesavailableinsomeotherproduct.Reducingthenumberofoptionsmakespeoplelikeliernotonlytoreachadecisionbutalsotofeelmesatisfie

12、dwiththeirchoice.4.PositionyourpreferredoptioncarefullyEconomistsassumethateverythinghasaprice:yourwillingnesstopaymaybehigherthanminebuteachofushasamaximumpricewe’dbewillingtopay.Howmarketerspositionaproductthoughcancha

13、ngetheequation.Considertheexperienceofthejewelrysteownerwhoseconsignmentofturquoisejewelrywasn’tselling.Displayingitmeprominentlydidn’tachieveanythingndidincreasedefftsbyhersalesstaff.Exasperatedshegavehersalesmanagerins