Describes the classification of marketing perspective and effect analysis

More? ". Different information described encourage consumers to make different information processing." Underpaid "(Pay Less likely to induce consumers to deal with the cost of purchase, rather" save "to entice consumers to focus on the price promotion What can get in (Xia & Monroe, 2009.

So in order to entice consumers to perceive how the company is to obtain the price of X amount of sales rather than on the basis of the original price paid less the same X amount? Company with a variety of promotional tools to adjust this. Back now is one of the tools, such as consumers to buy a $ 15,000 car, the company through the purchase and mail $ 500 checks to consumers, so that consumers think that this is a $ 500 gain, if only in the purchase price reduction of $ 500, consumers would not think this is a way to get, and reduced pay. psychologically, the price of 14 500 and $ 15,000 price is not much different, but $ 500 back now and got nothing compared to it, more like a large sum of money, would be considered a consumer to obtain additional.

So from the discussion above, only non-monetary promotions and monetary promotions can be described as, respectively, to obtain and reduce losses, and even the same currency sales by the different descriptions can also be classified as access to and reduce losses, this classification that affect the consumer's perception is of great significance.


Fourth, describe the perspectives of different categories under the effect of promotional

Kahneman & Tversky (1979 studies have shown that when the option is described as when received, subject to the options and determine the choice of these options are described as compared to loss reduction is very different promotional perceived access to time as a separate (rather than reduce the loss is more likely to purchase products to be seen as a reward or return, therefore, non-monetary promotion will be more effective to strengthen the conditions, through operant conditioning effect (Peter & Nord, 1982, purchase of non-monetary sales on the rise rate is more effective. Thaler (1985 pointed out that the promotion has been described as get, I get the interest and separated from the original purchase price, however sales were described as reduced losses, the promotion is only seen as reducing the initial purchase price expectations theory he concluded that the value of the curve is described as a separate marketing should be to reduce the losses than can be described as bringing a higher perceived value.

However, for the acquisition and to reduce the effective loss of two classifications of marketing problems, as some scholars have put forward different views, such as Kramer & Kim (2006, Kim & Kramer (2007 study described the coupon to get a certain percentage of discount (authors in their studies to obtain this description, and as described to avoid the coupons to pay such proportion of the price (the author in their study as to reduce this loss, but these studies were from two different point of view to explore, but got the opposite result.

Kramer & Kim (2006 from the perspective of the novelty of these two studies describe the effects they pointed out that if consumers had to be seen as a way to get coupons, but in practical application vendors, is presented spend less, in which case, the consumer will feel that the marketing of a novelty, this stimulation, an increase in the depth of information processing of consumers. Kramer & Kim (2006 to further research shows that consumers are motivated with systemic (as opposed to the heuristic approach to deal with information, but will buy discount products, because in-depth thinking produce more accurate perception of the discount, so intrinsic to the coupons the consumer views and showing a way do not match, it will encourage consumers to process information in depth, leading to a better perception of the transactions, because consumers more accurately assess the value of the coupons which means that if consumers had the coupons as a way to get, then the information in order to reduce losses in the form of description, the higher the evaluation of consumer promotion, however, from the processing of information fluency is, Kim & Kramer (2007 has reached the opposite conclusion. Customers often view coupons and coupons presentation will bring to match the flow of information processing by the match will bring the process fluid caused by a higher perceived value, which means that if consumers had the coupons as a way to get, then the information obtain the form descriptions, consumer perception of the transaction more satisfied, perceived savings, take advantage of this promotion will be more high prices.


V. CONCLUSIONS

Therefore, the above discussion we can see that not only describes the theory based on the classification of the marketing promotion will study the effectiveness of great significance, but also in research in this area, there is the following shortcomings in future studies we need to continue to explore First, few scholars to study the promotion itself is described as the acquisition and to reduce the losses will affect the results and how will it affect the sales promotion effect, and this type of promotion as early as 1985, described in Thaler's study of mental accounts and in 1990 it was formally proposed such as Diamond describes the angle from promotions classified as two types of access and reduce losses. Secondly, the promotion has been described as the acquisition and to reduce the loss of effectiveness of study, most utilitarian object products, such as Diamond et al (1990 groundbreaking study, using a sauce and canned soup, Kramer & Kim (2006 using a digital camera and mobile phone, Kim & Kramer (2007 is used in the experiments jeans so In the description and reduce the loss of access which effectively describe the study of the problem, not scholars of this type of product description taking into account the effect of the manipulated variable of the study, such as products from the portability point of view of classification, from the perspective of whether the product can be stored classification, especially Hirschman & Holbrook (1982's two products types: utilitarian and hedonic products products. Furthermore, the promotion of access to or described as reduce losses, which describe in more effective research, there are still some mutual conflicting conclusions, such as Kramer & Kim (2006 concluded that more effective to reduce the losses described, and Kim & Kramer (2007 pointed out that the description to give consumers access to higher perceived value addition Diamond et al (1990) that non- promotion is often described as monetary gain, is described as reduced compared to the loss of money marketing, consumers get more preferences described in the promotion, that is, consumers prefer more non-monetary promotions, and Chandon et al (2000 promotional and research money non-monetary promotional products for hedonic and utilitarian products the validity of such products and found that, for the pleasure products, non-monetary promotion more effective, and for utilitarian products, currency promotion more effective, according to Diamond, etc. ( 1990 point of view, non-monetary promotion is generally considered to obtain a description and currency sales is generally considered to reduce the loss of descriptions, Chandon and other findings suggest the promotion of access and reduce the losses described in the promotional description of which depends on effective promotional products type. Links to free download http://www.hi138.com
Over lack of research, as we describe further study the effectiveness of promotional offers research opportunities, such as the promotion has been described as the acquisition and to reduce losses, which is more effective and how effectiveness is affected by factors other than described in the impact of these factors including product type, etc. in these areas to explore, will enrich the consumer perception from the perspective of domestic and international promotional literature describes the effectiveness and further promote our understanding of how to implement marketing strategies to influence consumer perception and behavior. Share for free download http://www.hi138.com