Who gave me the answers to these multiple-choice questions?

Consumer psychology is an important branch of psychology, which studies the psychological situation and behavior law of consumers in consumption activities. Consumer psychology is a new discipline, whose purpose is to study the laws of psychological activities and unique psychological characteristics in people's daily purchase behavior in the process of life consumption. Consumer psychology is an integral part of consumer economics. Studying consumer psychology, about consumers, can improve consumption efficiency; For operators, it can improve operational efficiency. Consumer psychology is one of many factors that affect consumers' consumption behavior, but not all of them. Not all consumer psychology can be transformed into consumer behavior; Not all consumer behaviors are caused by consumer psychology. What happens to desire is a personal problem, which can be studied by the method of consumer psychology; For example, why or how the demand for the opposite sex arises; How to choose 6W (when, where, by what means, etc. ) and 2H (what cost, etc. Satisfying desire is a difficult problem in consumption behavior, which should be studied by "consumption behavior" based on civilized anthropology. For example, is it customary to get married, or is it arranged by heaven, or is it ordered by parents, or is it free to fall in love in order to meet the needs of the opposite sex; According to Consumer Behavior, the factors that affect consumers' consumption behavior are: civilized factors (civilization, sub-civilization, social class); Social factors (related groups, families, roles and positions); Personal factors (age, life cycle, occupation, economic environment, lifestyle, characteristics, self-concept); Psychological elements (motivation, cognition, study, confidence, attitude). Consumer psychology is only a part of the factors that affect consumers' consumption behavior, not all. The difference between the two is not dispensable; A hair's breadth, a thousand miles away. In the history of marketing, the success or failure of most enterprises, the advantages and disadvantages of promotion schemes or planners themselves are often based on the differences between them. Correct promotion purpose: consumer behavior VS consumer psychology should be pricing strategy. The following is what I found online. If it is better than what I said, I will use it. Case pricing strategy refers to the enterprise marketing tactics that enterprises adopt different pricing methods according to the influence degree of different changing factors on commodity prices in the market, formulate commodity prices suitable for market changes, and then complete pricing objectives. (1) New product pricing strategy The pricing of new products is a very important issue in marketing strategy. It is related to whether new products can enter the market smoothly, gain a firm foothold and achieve greater economic benefits. At present, there are three pricing strategies for new products at home and abroad, namely, fat pricing strategy, saturated pricing strategy and satisfactory pricing strategy. 65438+ Its title comes from skimming milk fat from fresh milk, which means extracting essence. Case 1: How did Kodak enter the color film consumed by Kodak Company in Japan? The sudden announcement of price reduction in the early 1970s immediately attracted many consumers and crowded out their counterparts in other countries. Kodak even monopolized 90% of the color film market. In the mid-1980s, the Japanese film market was monopolized by Fuji, and fujifilm overwhelmed Kodak film. In this regard, Kodak Company conducted a careful study and found that there is a general tendency to emphasize quality over price in Japan, so it formulated a high-priced policy to promote brands and maintain its reputation, and then implemented a strategy of competing with Fuji. They set up a trade joint venture in Japan to sell Kodak film at a price higher than Fuji L/2. After five years of hard work and competition, Kodak was finally accepted by Japan, entered the Japanese market, became an equal enterprise with Fuji, and its sales volume soared. 2. Soaking pricing strategy Soaking pricing strategy, also known as small profits but quick turnover strategy, refers to the enterprise's intention to set the price very low in the early stage of product listing, so that new products can attract customers with high quality and low price, occupy the market and seek long-term fixed profits. 3. Satisfied price strategy Satisfied price strategy, also known as parity sales strategy, is a pricing strategy between fat extraction pricing and saturation pricing. Because the pricing method of fat extraction is too high, it is unfavorable to consumers and easy to cause competition, which may be rejected by consumers and has certain risks; Soaking pricing method is too low, which is beneficial to consumers and unfavorable to the final income of enterprises, and the capital recovery period is long. If the strength of an enterprise is not strong, it will be unbearable. Satisfied price strategy adopts moderate price, which can basically satisfy both supply and demand sides. (II) Differential Pricing Strategy The so-called differential pricing, also known as price discrimination, means that an enterprise sells a product or service at two or more prices that do not reflect the difference in the proportion of costs and expenses. There are four ways of differential pricing: 1. Customer differential pricing means that enterprises sell the same products or services to different customers at different prices. For example, a car dealer sells a certain model of car to customer A at the target price, and at the same time sells the same model of car to customer B at a lower price. This kind of price discrimination shows that customers' demand intensity and commodity knowledge are different. 2. Product model differential pricing means that enterprises set different prices for different models or models of products, but the difference between the prices of different models or types of products is not proportional to the difference between the costs. 3. Differential pricing of product parts means that enterprises set different prices for products or services in different locations, even if the costs of these products or services are not different. For example, although the cost of different seats is the same, the fare of different seats is different, because people have different preferences for different seats in the cinema. 4. Differential pricing of sales time means that enterprises set different prices for products or services in different seasons, different periods or even different periods. Case 1: Mumma company is famous for its non-overstocked goods in Italy, and one of its secrets is multi-stage pricing fashion. It stipulates that the new fashion will be on the market in three days. When a set of fashion is sold at a fixed price, 10% is reduced on the basis of the original price every other round, and so on. After 10 round (one month), the fashion price of Ma Meng company will be reduced to only about 35% of the cost price. At this time, Mumma Company sells fashion at cost price. As fashion has only been on the market for one month, the price has dropped to 1/3. Who hasn't bought it yet? So it's sold out. Ma Meng company finally settled down and made a profit? Bypass? Cheap? Diameter? Thank you? The acyl group is а 9? What's the matter with you? : Jia Qin suffers from donkey-leaning? Nona phlegm? Are you tired and tired of taking over the altar? What's the matter with you? What's the matter with you? Barium contrast 4 Su Xing Huai Yi? Is it small? Case 2: Harbin washing machine shopping mall rules, the goods in the shopping mall will be reduced by 10% every hour from 9: 00 am. Especially during the lunch break and after work in the evening, the commodity prices have been greatly reduced, which has attracted many office workers and consumers, and brought about a good effect of a substantial increase in sales without extending the business hours of shopping malls. (3) Psychological pricing strategy Psychological marketing pricing strategy is a strategy to formulate corresponding commodity prices according to different consumer psychology to meet the needs of different types of consumers. Psychological marketing pricing strategies usually include mantissa pricing, integer pricing, habit pricing, prestige pricing, solicitation pricing and minimum unit pricing. 1, mantissa pricing strategy mantissa pricing, also known as decimal pricing, refers to the psychology that enterprises deliberately set a price different from an integer when pricing goods, aiming at consumers' bargain. This is a psychological pricing strategy with strong comfort. Case: Psychologists' research shows that the huge difference of price mantissa can obviously affect consumers' buying behavior. It is generally believed that the goods with the last digit of 9 are the most popular; The last digit of the goods above five yuan is 95, which has the best effect; /kloc-The last digits of goods with a price of more than 0/00 yuan are 98 and 99, which are the best sellers. The mantissa pricing method will give consumers a psychological feeling of the lowest price after accurate calculation; Sometimes it can also give consumers a feeling that the original price is discounted and the goods are cheap; At the same time, customers may find and buy other goods while waiting for change. For example, a brand of 54cm color TV set costs 998 yuan, giving people a feeling of cheapness. I thought I could buy a color TV set for only a few hundred yuan, but in fact it's less than 1000 in 2 yuan. The mantissa pricing strategy also gives people a feeling of accurate pricing and trustworthiness. The mantissa valuation method often uses odd numbers as mantissas in Europe, America and China, such as 0.99 and 9.95. This is mainly because consumers have a good impression on odd numbers and are prone to the concept of low prices. However, due to the homophonic sound of 8, the adoption rate of 8 in pricing is also high. 2. Integer pricing strategy Integer pricing, contrary to mantissa pricing, is aimed at consumers' psychology of seeking names and convenience, and deliberately sets commodity prices as integers. Because of the same type of products, there are many consumers and different models, in many businesses, consumers often can only use price as an indicator to judge the quantity and function of production. At the same time, among many mantissa-priced goods, integers can give people a convenient and simple impression. 3. Habitual pricing strategy Some commodities need to be purchased repeatedly, so the prices of such commodities have been fixed in consumers' minds and become habitual prices. Many commodities, especially the daily necessities of family life, once constituted the agreed prices in the market. In the past, when consumers consumed this commodity, they were only willing to pay such a large price, such as buying a bar of soap and a bottle of detergent. The pricing of these goods is usually determined according to custom. Don't change the price at will, so as not to cause customers' disgust. People who are good at determining the price of products according to this habit often benefit a lot. 4. Prestige pricing strategy This is the further development of integer pricing strategy. Consumers usually have the psychology of seeking fame. According to this psychological behavior, enterprises set a price higher than that of similar goods in the market, which is the reputation pricing strategy. It can effectively eliminate the psychological barriers to purchase, make customers have a sense of trust and security in goods or retailers, and customers also get a sense of honor from it. Case: When Microsoft Windows98 (Chinese version) entered the China market, it was priced at 1998 yuan from the beginning, which was a typical prestige pricing. In addition, the customers of suits, dresses, ties and other commodities used in formal occasions are professional consumers such as enterprise presidents, famous lawyers and diplomats, and they should adopt reputation pricing, otherwise, these consumers will not buy them. Prestige pricing often adopts integer pricing, and its high price can make customers get what they want? Quot feeling, so as to get spiritual enjoyment in the purchase process and achieve good results. Case: For example, as soon as Goldlion ties are listed, they are positioned at high quality and high price. Goldlion ties with quality problems will never be put on the market for sale, nor will they be reduced in price. Give consumers this information, that is, Goldlion ties will never have quality problems, and Goldlion sold at a low price is by no means a real Goldlion product. Therefore, the abstraction and status of Goldlion have been well maintained. For example, Mercedes-Benz in Germany, 200,000 marks; Swiss lux watch, the price is five digits; Clothing in the Rio Fashion Center in Paris usually costs 2000 francs. This pricing method is also adopted by some domestic fine products. Of course, we must be cautious in adopting this pricing method. Usually, shops and commodities abuse this method, and if they don't do well, they will lose the market. 5. Solicitation pricing strategy Solicitation pricing, also known as special commodity pricing, is a pricing method that deliberately lowers the prices of most commodities to attract customers. Commodity prices are set below the market price, which usually attracts consumers' attention and is suitable for consumers to seek honesty. Case 1: There is a daily chemical mall in Beijing subway. Every holiday, a one-yuan auction will be held. All auctioned goods will start at 1 yuan, and 5 yuan will be added to each quotation until the final decision is made. However, because the reserve price of this auction held by Tiantian Mall is set too low, the final transaction price is much lower than the market price, which will give people a feeling that the more they sell, the more they lose. Don't you know, this shopping mall adopts the method of soliciting pricing, enlivens the atmosphere of the shopping mall with low-price auction, increases the passenger flow and drives the sales of the whole shopping mall to rise. What needs to be clarified here is that the price-reduced goods selected by this method must be what customers need, and the market price is well known. Case 2: When a Japanese creative drugstore sells a bottle of tonic made in 200 yuan at an ultra-low price in 80 yuan, a large number of people rush into the store to buy tonic every day. It is said that this will definitely lead to losses, but the financial accounts show that the surplus suddenly increases month by month. The reason is that no one comes to the store to buy only one medicine. When people see that tonics are cheap, they will think that other drugs must be cheap, which promotes the conscious purchase. When adopting the solicitation pricing strategy, we must pay attention to the following points: (1) The goods with reduced prices should be commonly used by consumers, and it is best to use them in every household, otherwise they will be unattractive. (2) There are more kinds of goods with touted pricing, so that customers have more choices and buying opportunities. (3) The price reduction of commodities should be large, usually close to the cost or perhaps lower than the cost. Only in this way can consumers' attention and interest be aroused and their purchasing motivation be stimulated. (4) The quantity of products with reduced prices should be appropriate. Too many shops have too much surplus, and too little is easy to arouse consumers' resentment. (5) Products with reduced prices should be clearly distinguished from products with reduced prices due to disability. 6. Minimum unit pricing strategy The minimum pricing strategy refers to the enterprise packaging the same commodity in different quantities, setting the base price with the minimum number of packaging units, and collecting money with reference to the base price and purchase quantity of the minimum packaging unit when selling. Usually, the smaller the package, the higher the price per unit quantity, and the larger the package, the lower the price per unit quantity. Case: This pricing method can be used for high-quality tea. If a certain tea is priced at 150 yuan per 500g, consumers will think that the price is too high and give up buying. If we reduce the pricing unit and adopt the pricing method of 50 g 15 yuan, consumers will feel that they can buy and try. If this kind of tea is priced in 125g package, consumers will be unwilling to convert how much it should cost per 500g, so it is impossible to compare whether the price of this kind of tea is high or low. The advantages of the minimum unit pricing strategy are obvious: first, it can meet the different needs of consumers in different places, such as small packaged foods and small packaged drinks that are easy to carry; Second, it takes advantage of consumers' psychological illusion, because the price of small packages is easy for consumers to mistakenly think that it is cheap, but in practice, it is difficult and unwilling for consumers to convert the price of goods into practical units or quantitative units. (4) Discount pricing strategy Discount marketing pricing strategy is a strategy to win customers by reducing some prices, which is very common in ideal life. Discount pricing method is a sales method to win customers' purchase by reducing prices or discounts. Case 1: Meijia suit shop in Ginza, Tokyo, Japan sells goods at a discount, which is quite successful. The specific methods are as follows: first, make an announcement to introduce the quality and function of a commodity, then announce the sales date and the detailed date of discount, and finally clarify the discount method: 10% off on the first day, 20% off on the second day, 30% off on the third and fourth days, 60% off on the fifth and sixth days, and so on, and 10% off on the fifteenth and sixteenth days. The actual operation results of this sales method are as follows: first, second, third and fourth days, gradually increasing. On the fifth and sixth days, when there is a 60% discount, customers flock to the counter like a flood. At present, it has been full for several days, and the goods have been sold out before the discount date of 10%. This is a successful discount pricing strategy. The trick is to accurately grasp the customer's purchasing psychology and effectively use the discount sales method to sell. Of course, people want to buy good quality and cheap goods, and it is best to buy goods that are sold at a 20% or 10% discount, but who can guarantee that you will have them when you want to buy them? So it's a pity that customers hesitated a few days ago, snapped them up in the middle and couldn't buy them in the last few days. Case 2: Wal-Mart can develop rapidly, not only because of its correct strategic positioning, but also because of its original discount sales strategy. Every Wal-Mart supermarket has a big slogan "Cheap every day". The same product is cheaper in Wal-Mart than in other stores. Wal-Mart advocates the business philosophy of low cost, low cost structure and low money, and advocates that it is their goal to give more benefits to consumers and save every dollar for customers. Wal-Mart's profit is usually around 30%, while the profit margin of other retailers such as Kmart is around 45%. The company holds a manager meeting every Saturday morning. If a branch reports that the price of a product is lower than that of Wal-Mart in other stores, it can immediately decide to give up the product. Low price and reliable quality are one of Wal-Mart's competitive advantages, attracting crowds of customers. 1, quantity discount strategy The quantity discount strategy is a pricing method to distinguish different discounts according to the quantity of goods purchased by agents, middlemen or customers. The larger the quantity, the more discount. Its essence is to distribute part of the thrifty sales expenses to the buyer in the form of price discount. The purpose is to encourage and attract customers to buy the goods of the enterprise temporarily, in large quantities or centrally. Quantity discount can be divided into cumulative quantity discount and non-cumulative quantity discount. (1) Cumulative quantity discount refers to the discount given by agents, middlemen or customers when the total purchase amount reaches the discount specification within a certain period of time. Cumulative quantity discount pricing method can encourage buyers to buy their products frequently and become temporary customers trusted by enterprises; Based on this, enterprises can grasp the sales law of products, predict market demand and arrange consumption reasonably; Dealers can also guarantee the supply of goods. When using the cumulative quantity discount pricing method, we should pay attention to the influence of buyers on enterprise consumption in order to get a higher discount rate in a short time. (2) Non-cumulative quantity discount Non-cumulative quantity discount is a discount pricing method that only depends on the quantity of products purchased each time and not on the cumulative quantity. Its purpose is to encourage customers to buy in large quantities and save labor consumption in sales. Cumulative quantity discount and non-cumulative quantity discount can be used separately or in combination. 2. Cash discount strategy Cash discount strategy, also known as payment term discount strategy, is a preferential strategy developed under the specific requirements of credit purchase, that is, different discounts are given to customers who pay according to the agreed date. In essence, cash discount is a method of reducing price and selling on credit in disguised form to encourage early payment. If the payment term is one month, the cash discount will be 5% immediately, 3% within 10 days, 2% within 20 days, and there will be no discount for payment within the last ten days. Some retail enterprises often use this discount to save money, expand business, let sellers recover funds in time and expand commodity business. 3. Purchase and sale discount strategy Purchase and sale discount strategy refers to the different discounts given by enterprises according to the different roles of various middlemen in marketing, also known as commercial discounts or functional discounts. Is the purpose of enterprise strategy to expand consumption and strive for more profits, or to occupy a more general market and use middlemen to promote products? The amount of discount varies with different industries and products; In the same industry and product, it depends on how much commercial responsibility the middlemen bear. If middlemen provide transportation, promotion, financing and other functions, they will get more discounts; Otherwise, the discount will decrease with the decrease of functions. Generally speaking, the discount for retailers is large and the discount for retailers is small. 4. Seasonal discount strategy Seasonal discount strategy refers to the discounts given by companies and enterprises that consume seasonal goods to sellers who purchase in the off-season. The purpose of seasonal discount is to encourage buyers to purchase goods in advance or off-season to reduce the storage pressure of enterprises. Reasonable arrangement of consumption, so that the off-season is not light, give full play to consumption power. Seasonal discount is essentially a detailed utilization of seasonal price difference. 5. Implementing preferential policies Implementing preferential policies is a kind of subsidy or preferential price reduction given by consumer enterprises to middlemen in order to actively carry out promotional activities, also known as implementation subsidies. Middlemen are widely spread, influential and familiar with the local market, so enterprises often use them to carry out various promotional activities, such as posting local advertisements and arranging special windows. For the promotion expenses of middlemen, consumer companies usually subsidize or supply at reduced prices as compensation. 6. Freight concession strategy Freight concession refers to the fact that consumer enterprises make concessions to customers in distant markets in order to expand the sales scope of products to compensate for part or all of their freight. Enterprises usually adopt the strategy of preferential freight rates for distant markets. (V) Regional pricing strategy Generally speaking, an enterprise's products are sold not only to local customers, but also to foreign customers, and selling them to foreign customers requires some freight to transport the products from the place of origin to the customer's location. The so-called regional pricing strategy means that enterprises have to decide whether to set different prices or the same price for a product sold to customers in different regions (including local and foreign regions). In other words, enterprises should decide whether to set regional price differences. Regional pricing methods include: 1, FOB origin pricing FOB origin pricing, that is, customers (unilaterally) buy a certain product according to the ex-factory price, and enterprises (sellers) only serve to transport the product to a certain means of transportation (such as trucks, trains, ships, airplanes, etc.). ) for delivery. After delivery, all risks and expenses from the place of origin to the destination shall be borne by the customer. If the price is set according to the delivery of a means of transport at the place of origin, it is very reasonable for each customer to bear the freight from the place of origin to the destination. But such pricing also has disadvantages for enterprises, that is, customers who are far away may not want to buy the products of their own enterprises, but buy the products of their neighboring enterprises. 2. Unified distribution pricing is just the opposite of the former. The so-called unified delivery pricing is a product sold by an enterprise to customers in different regions. The pricing is the same ex-factory price plus the same freight (calculated by unified freight), that is to say, customers in different regions of the country, regardless of distance, have the same pricing. Therefore, this kind of pricing is also called postage pricing (at present, China also adopts unified delivery pricing for postage, for example, the postage of ordinary mail is in 0.5 yuan, regardless of the distance between the sender and the recipient). Case: At the beginning of this century, wearing cloth socks became popular in Japan, and Shiqiao specialized in the consumption and distribution of cloth socks. It is agreed in advance that there are more than 100 kinds of socks with the same price due to different sizes, fabrics and colors, so it is very inconvenient to buy and sell. Once, Shiqiao took a tram and found that the fare was 0.05 yen regardless of the distance. He was inspired by this. If socks are sold at different prices, it will definitely cost a lot of money. However, when he tried this method, all his peers laughed at him. I think that if the price is the same, everyone will buy big socks and small socks will sell well, so Shiqiao will undoubtedly lose money. But Shiqiao has a well-thought-out plan and insists on unified pricing. Because unified pricing is convenient for buyers and sellers, it is well received by customers, and the sales volume of cloth socks has reached an unprecedented volume. 3. Partition pricing is between the first two. The so-called zoning pricing means that enterprises divide the whole country (or some regions) into several price regions, and distinguish and set different regional prices for a product sold to customers in different price regions. In the price area far away from the enterprise, the price is set higher; In the price area near the enterprise, the price is set lower. Execute a price within each price range. It is also difficult for enterprises to adopt zoning pricing: (1) In the same price area, some customers are close to the enterprise and some customers are far away from the enterprise, the former is not cost-effective; (2) Customers on both sides of two adjacent price boundaries are not far apart, but they want to buy the same product at different prices. 4. Base point pricing means that enterprises choose some cities as the focus, and then price them according to a certain ex-factory price plus the freight from the base point city to the customer's location (no matter which city the products are actually shipped from). In order to improve the sensitivity, some companies choose several cities with base points and calculate the freight according to the nearest base point of customers. 5. Free pricing of freight Some enterprises are eager to do business with some regions and bear all or part of the customary freight. These sellers believe that if the business expands, the average cost will be reduced enough to cover these expenses. Free pricing of freight can enable enterprises to deepen market penetration and gain a firm foothold in the increasingly competitive market. (VI) Hierarchical pricing strategy The so-called hierarchical pricing refers to hierarchical pricing. Two situations need to be emphasized here: one is to consciously set different prices for goods with little difference in value or the same model but slightly different quality. Case: A clothing store sets three prices for a women's dress: 260 yuan, 340 yuan and 465,438+00 yuan, which constitute three levels in consumers' minds. People will choose different levels of clothing according to their consumption level when shopping. If the price is set blindly, the effect will be bad. Usually, if the price difference between two adjacent models is large, the seller will mostly buy the cheaper one; If the price difference is small, sellers tend to buy good ones. This is a topic about consumer psychology. Who gave me the answers to these multiple-choice questions? 926