營銷策略外文翻譯---衡量口碑營銷的新方法（英文）

1、1A P R I L 2 0 1 0A new way to measure word-of- mouth marketingAssessing its impact as well as its volume will help companies take better advantage of buzz.Jacques Bughin, Jonathan Doogan, and Ole Jørgen Vetvikm a

2、 r k e t i n g & s a l e s p r a c t i c e3consumers gather product information from a variety of sources and decide which brand to purchase. Their postsales experience then informs their next purchasing decision.

3、 While word of mouth has different degrees of influence on consumers at each stage of this journey (Exhibit 1), it’s the only factor that ranks among the three biggest consumer influencers at every step.It’s also the mos

4、t disruptive factor. Word of mouth can prompt a consumer to consider a brand or product in a way that incremental advertising spending simply cannot. It’s also not a one-hit wonder. The right messages resonate and expand

5、 within interested networks, affecting brand perceptions, purchase rates, and market share. The rise of online communities and communication has dramatically increased the potential for significant and far-reaching momen

6、tum effects. In the mobile-phone market, for example, we have observed that the pass-on rates for key positive and negative messages can increase a company’s market share by as much as 10 percent or reduce it by 20 perce

7、nt over a two-year period, all other things being equal. This effect alone makes a case for more systematically investigating and managing word of mouth.Exhibit 1Where it countsIn mature marketsTop 3 factors that influen

8、ce whether a product is considered at each stage of the consumer decision journey, mobile-phone example, %1In developing marketsAdvertising Word of mouth Stage 1 Initial consideration set2Previous usageWord of mouth302

9、618AdvertisingPrevious usage171518Stage 2 Active evaluation Internet informationShoppingWord of mouth292019AdvertisingPrevious usageWord of mouth261328Stage 3 Moment of purchase Internet informationShoppingWord of mo

10、uth652010AdvertisingPrevious usageWord of mouth409461 Figures do not sum to 100%, because percentages for several other factors are not shown. 2Excludes consumers who were contacted by provider to extend contract after e