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Laws of Marketing

机译：营销法则

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摘要

Practitioners of marketing notice certain recurring patterns in the behaviors of the customers and markets that they observe in their daily work. Some of these patterns are so consistent that they are almost law-like. For example, repeat purchase behaviors show the same patterns of frequency and concentration among the heavy versus light buyers across many products and markets. Another noteworthy example is that the impacts of marketing levers (such as advertising, pricing and sales force) on sales behaviors operate within a fairly predictable range. The accumulation of published research that has documented many of these patterns supports the idea that these are more than just anecdotal findings. Once established in multiple studies and contexts, it's reasonable to believe that the patterns are likely to be observed in the future. They are referred to as empirical generalizations because they are based on data from specified contexts and are used to draw broader inferences about behaviors that have yet to be observed.
机译：营销从业人员注意到他们在日常工作中观察到的客户和市场行为中的某些重复模式。其中一些模式是如此的一致，以至于它们几乎类似于法律。例如，重复购买行为在许多产品和市场的重购买者和轻购买者之间显示出相同的频率和集中度模式。另一个值得注意的例子是，营销手段（例如广告，定价和销售力量）对销售行为的影响在相当可预测的范围内起作用。记录了许多这样的模式的已发表研究的积累，支持了这样的观点，即这些不只是传闻。一旦在多个研究和环境中建立了模型，就有理由相信将来可能会观察到这种模式。之所以将它们称为经验概括，是因为它们基于来自特定上下文的数据，并用于对尚未观察到的行为进行更广泛的推断。

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  • 来源
    《Marketing research》 |2014年第6期|12-13|共2页
  • 作者

    GORDON WYNER;

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