口碑營銷外文翻譯文獻

口碑營銷外文翻譯文獻口碑營銷外文翻譯文獻(文檔含中英文對照即英文原文和中文翻譯)原文：Anewwaytomeasureword-ofmouthmarketingApril.2010?JacquesBughin,JonathanDoogan,andOleJrgenVetvik?McKinseyQuarterlyConsumershavealwaysvaluedopinionsexpresseddirectlytothem.Marketersmayspendmillionsofdollarsonelaboratelyconceivedadvertisingcampaigns,yetoftenwhatreallymakesupaconsumer’smindisnotonlysimplebutalsofree:aword-of-mouthrecommendationfromatrustedsource.Asconsumersoverwhelmedbyproductchoicestuneouttheever-growingbarrageoftraditionalmarketing,wordofmouthcutsthroughthenoisequicklyandeffectively.Indeed,wordofmouth1istheprimaryfactorbehind20to50percentofallpurchasingdecisions.Itsinfluenceisgreatestwhenconsumersarebuyingaproductforthefirsttimeorwhenproductsarerelativelyexpensive,factorsthattendtomakepeopleconductmoreresearch,seekmoreopinions,anddeliberatelongerthantheyotherwisewould.Anditsinfluencewillprobablygrow:thedigitalrevolutionhasamplifiedandaccelerateditsreachtothepointwherewordofmouthisnolongeranactofintimate,one-on-onecommunication.Today,italsooperatesonaone-to-manybasis:productreviewsarepostedonlineandopinionsdisseminatedthroughsocialnetworks.SomecustomersevencreateWebsitesorblogstopraiseorpunishbrands.Asonlinecommunitiesincreaseinsize,number,andcharacter,marketershavecometorecognizewordofmouth’sgrowingimportance.Butmeasuringandmanagingitisfarfromeasy.Webelievethatwordofmouthcanbedissectedtounderstandexactlywhatmakesiteffectiveandthatitsimpactcanbemeasuredusingwhatwecall“word-of-mouthequity”—anindexofabrand’spowertogeneratemessagesthatinfluencetheconsumer’sdecisiontopurchase.Understandinghowandwhymessagesworkallowsmarketerstocraftacoordinated,consistentresponsethatreachestherightpeoplewiththerightcontentintherightsetting.Thatgeneratesanexponentiallygreaterimpactontheproductsconsumersrecommend,buy,andbecomeloyalto.Aconsumer-drivenworldThesheervolumeofinformationavailabletodayhasdramaticallyalteredthebalanceofpowerbetweencompaniesandconsumers.Asconsumershavebecomeoverloaded,theyhavebecomeincreasinglyskepticalabouttraditionalcompany-drivenadvertisingandmarketingandincreasinglyprefertomakepurchasingdecisionslargelyindependentofwhatcompaniestellthemaboutproducts.Thistectonicpowershifttowardconsumersreflectsthewaypeoplenowmakepurchasingdecisions.2Onceconsumersmakeadecisiontobuyaproduct,theystartwithaninitialconsiderationsetofbrandsformedthroughproductexperience,recommendations,orawareness-buildingmarketing.Thosebrands,andothers,areactivelyevaluatedasconsumersgatherproductinformationfromavarietyofsourcesanddecidewhichbrandtopurchase.Theirpost-salesexperiencetheninformstheirnextpurchasingdecision.Whilewordofmouthhasdifferentdegreesofinfluenceonconsumersateachstageofthisjourney,it’stheonlyfactorthatranksamongthethreebiggestconsumerinfluencersateverystep.It’salsothemostdisruptivefactor.Wordofmouthcanpromptaconsumertoconsiderabrandorproductinawaythatincrementaladvertisingspendingsimplycannot.It’salsonotaone-hitwonder.Therightmessagesresonateandexpandwithininterestednetworks,affectingbrandperceptions,purchaserates,andmarketshare.Theriseofonlinecommunitiesandcommunicationhasdramaticallyincreasedthepotentialforsignificantandfar-reachingmomentumeffects.Inthemobile-phonemarket,forexample,wehaveobservedthatthepass-onratesforkeypositiveandnegativemessagescanincreaseacompany’smarketsharebyasmuchas10percentorreduceitby20percentoveratwo-yearperiod,allotherthingsbeingequal.Thiseffectalonemakesacaseformoresystematicallyinvestigatingandmanagingwordofmouth.UnderstandingwordofmouthWhilewordofmouthisundeniablycomplexandhasamultitudeofpotentialoriginsandmotivations,wehaveidentifiedthreeformsofwordofmouththatmarketersshouldunderstand:experiential,consequential,andintentional.ExperientialExperientialwordofmouthisthemostcommonandpowerfulform,typicallyaccountingfor50to80percentofword-of-mouthactivityinanygivenproductcategory.Itresultsfromaconsumer’sdirectexperiencewithaproductorservice,largelywhenthatexperiencedeviatesfromwhat’sexpected.Consumersrarelycomplainaboutorpraiseacompanywhentheyreceivewhattheyexpect.)Complaintswhenairlinesloseluggageareclassicexampleofexperientialwordofmouth,whichadverselyaffectsbrandsentimentand,ultimately,equity,reducingbothreceptivenesstotraditionalmarketingandtheeffectofpositivewordofmouthfromothersources.Positivewordofmouth,ontheotherhand,cangenerateatailwindforaproductorservice.ConsequentialMarketingactivitiesalsocantriggerwordofmouth.Themostcommoniswhatwecallconsequentialwordofmouth,whichoccurswhenconsumersdirectlyexposedtotraditionalmarketingcampaignspassonmessagesaboutthemorbrandstheypublicize.Theimpactofthosemessagesonconsumersisoftenstrongerthanthedirecteffectofadvertisements,becausemarketingcampaignsthattriggerpositivewordofmouthhavecomparativelyhighercampaignreachandinfluence.Marketersneedtoconsiderboththedirectandthepass-oneffectsofwordofmouthwhendeterminingthemessageandmediamixthatmaximizesthereturnontheirinvestments.IntentionalAlesscommonformofwordofmouthisintentional—forexample,whenmarketersusecelebrityendorsementstotriggerpositivebuzzforproductlaunches.Fewcompaniesinvestingeneratingintentionalwordofmouth,partlybecauseitseffectsaredifficulttomeasureandbecausemanymarketersareunsureiftheycansuccessfullyexecuteintentionalwordof-mouthcampaigns.Whatmarketersneedforallthreeformsofwordofmouthisawaytounderstandandmeasureitsimpactandfinancialramifications,bothgoodandbad.Word-of-mouthequityAstartingpointhasbeentocountthenumberofrecommendationsanddissuasionsforagivenproduct.There’sanappealingpowerandsimplicitytothisapproach,butalsoachallenge:it’sdifficultformarketerstoaccountforvariabilityinthepowerofdifferentkindsofword-of-mouthmessages.Afterall,aconsumerissignificantlymorelikelytobuyaproductasaresultofarecommendationmadebyafamilymemberthanbyastranger.Thesetwokindsofrecommendationsconstituteasinglemessage,yetthedifferenceintheirimpactonthereceiver’sbehaviorisimmense.Infact,ourresearchshowsthatahigh-impactrecommendation—fromatrustedfriendconveyingarelevantmessage,forexample—isupto50timesmorelikelytotriggerapurchasethanisalow-impactrecommendation.Toassesstheimpactofthesedifferentkindsofrecommendations,wedevelopedawaytocalculatewhatwecallword-of-mouthequity.Itrepresentstheaveragesalesimpactofabrandmessagemultipliedbythenumberofword-of-mouthmessages.Bylookingattheimpact—aswellasthevolume—ofthesemessages,thismetricletsamarketeraccuratelytesttheireffectonsalesandmarketshareforbrands,individualcampaigns,andcompaniesasawhole.Thatimpact—inotherwords,theabilityofanyonewordof-mouthrecommendationordissuasiontochangebehavior—reflectswhatissaid,whosaysit,andwhereitissaid.Italsovariesbyproductcategory.What’ssaidistheprimarydriverofword-of-mouthimpact.Acrossmostproductcategories,wefoundthatthecontentofamessagemustaddressimportantproductorservicefeaturesifitistoinfluenceconsumerdecisions.Inthemobile-phonecategory,forexample,designismoreimportantthanbatterylife.Inskincare,packagingandingredientscreatemorepowerfulwordofmouththandoemotionalmessagesabouthowaproductmakespeoplefeel.Marketerstendtobuildcampaignsaroundemotionalpositioning,yetwefoundthatconsumersactuallytendtotalk—andgeneratebuzz—aboutfunctionalmessages.Thesecondcriticaldriveristheidentityofthepersonwhosendsamessage:theword-ofmouthreceivermusttrustthesenderandbelievethatheorshereallyknowstheproductorserviceinquestion.Ourresearchdoesnotidentifyahomogenousgroupofconsumerswhoareinfluentialacrosscategories:consumerswhoknowcarsmightinfluencecarbuyersbutnotconsumersshoppingforbeautyproducts.About8to10percentofconsumersarewhatwecallinfluentials,whosecommonfactoristrustandcompetence.Influentialstypicallygeneratethreetimesmoreword-of-mouthmessagesthannoninfluentialsdo,andeachmessagehasfourtimesmoreimpactonarecipient’spurchasingdecision.About1percentofthesepeoplearedigitalinfluentials—mostnotably,bloggers—withdisproportionatepower.Finally,theenvironmentwherewordofmouthcirculatesiscrucialtothepowerofmessages.Typically,messagespassedwithintight,trustednetworkshavelessreachbutgreaterimpactthanthosecirculatedthroughdispersedcommunities—inpart,becausethere’susuallyahighcorrelationbetweenpeoplewhoseopinionswetrustandthemembersofnetworkswemostvalue.That’swhyold-fashionedkitchentablerecommendationsandtheironlineequivalentsremainsoimportant.Afterall,apersonwith300friendsonFacebookmayhappilyignoretheadviceof290ofthem.It’sthesmall,close-knitnetworkoftrustedfriendsthathastherealinfluence.Word-of-mouthequityempowerscompaniesbyallowingthemtounderstandwordofmouth’srelativeimpactonbrandandproductperformance.Whilemarketershavealwaysknownthattheimpactcanbesignificant,theymaybesurprisedtolearnjusthowpowerfulitreallyis.WhenApple’siPhonewaslaunchedinGermany,forexample,itsshareofword-of-mouthvolumeinthemobile-phonecategory—orhowmanyconsumersweretalkingaboutit—wasabout10percent,orathirdlessthanthatofthemarketleader.YettheiPhonehadlaunchedinothercountries,andthebuzzaccompanyingthosemessagesinGermanywasaboutfivetimesmorepowerfulthanaverage.ThismeanttheiPhone’swordof-mouthequityscorewas30percenthigherthanthatofthemarketleader,withthreetimesmoreinfluentialsrecommendingtheiPhoneoverleadinghandsets.Asaresult,salesdirectlyattributabletothepositivewordofmouthsurroundingtheiPhoneoutstrippedthoseattributabletoApple’spaidmarketingsix-fold.Within24monthsoflaunch,theiPhonewassellingalmostonemillionunitsayearinGermany.Theflexibilityofword-of-mouthequityallowsustogaugetheword-of-mouthimpactofcompanies,products,andbrandsregardlessofthecategoryorindustry.Andbecauseitmeasuresperformanceratherthanthesheervolumeofmessages,itcanbeusedtoidentifywhat’sdriving—andhurting—word-of-mouthimpact.Bothinsightsarecriticalifmarketersaretoconvertknowledgeintopower.HarnessingwordofmouthTherewardsofpursuingexcellenceinword-of-mouthmarketingarehuge,anditcandeliverasustainableandsignificantcompetitiveedgefewothermarketingapproachescanmatch.Yetmanymarketersavoidit.Someworrythatitremainsimmatureasamarketingdisciplinecomparedwiththehighlysophisticatedmanagementofmarketinginmediasuchastelevisionandnewspapers.Othersareconcernedthattheycan’tdrawonextensivedataorelaboratemarketingtoolsfine-tunedoverdecades.Forthoseunsureaboutactivelymanagingwordofmouth,considerthis:theincrementalgainfromoutperformingcompetitorswithsuperiortelevisionads,forexample,isrelativelysmall.That’sbecauseallcompaniesactivelymanagetheirtraditionalmarketingactivitiesandallhavesimilarknowledge.Withsofewcompaniesactivelymanagingwordofmouth—themostpowerfulformofmarketing—thepotentialupsideisexponentiallygreater.Thestartingpointformanagingwordofmouthisunderstandingwhichdimensionsofword-of-mouthequityaremostimportanttoaproductcategory:thewho,thewhat,orthewhere.Inskincare,forexample,it’sthewhat;inretailbanks,thewho.Word-of-mouthequityanalysiscandetailtheprecisenatureofacategory’sinfluentialsandpinpointthehighest-impactmessages,contexts,andnetworks.Equippedwiththeseinsights,companiescanthenworkongeneratingpositivewordofmouth,usingthethreeformsweidentified:experiential,consequential,andintentional.Althoughtheimportanceofthesetriggersvariescategorybycategory,experientialsourcesarethemostimportantacrossthem.Harnessingexperientialwordofmouthisfundamentallyaboutprovidingcustomerswiththeopportunitytosharepositiveexperiencesandmakingthestoryrelatableandrelevanttotheaudience.Somecompanies,suchasMieleandLego,buildbuzzaroundproductsbeforelaunchandworktohaveearly,highlyinfluentialadoptersbyinvolvingconsumersinproductdevelopment,supportedbyonlinecommunities.Consistentlyrefreshingtheproductexperiencealsohelpsharnessexperientialwordofmouth—consumersaremorelikelytotalkaboutaproductearlyinitslifecycle,whichiswhyproductlaunchesorenhancementsaresocrucialtogeneratingpositivewordofmouth.Buzzalsocanbesustainedafterlaunch:ApplehasmaintainedinterestinandexcitementabouttheiPhoneviaitsappsstore,asconstantlyevolvinganduser-generatedcontentmaintainspositivewordofmouth.Mostcompaniesactivelyusecustomersatisfactioninsightswhendevelopingnewproductsandservices.Yetasatisfiedcustomerbasemaynotbeenoughtocreatebuzz.Tocreatepositivewordofmouththatactuallyhasimpact,thecustomerexperiencemustnotonlydeviatesignificantlyfromexpectationsbutalsodeviateonthedimensionsthatmattertothecustomerandthatheorsheislikelytotalkabout.Forinstance,whilebatterylifeisacrucialdriverofsatisfactionformobile-handsetconsumers,theytalkaboutitlessthanotherproductfeatures,suchasdesignandusability.Toturnconsumersintoaneffectivemarketingvehicle,companiesneedtooutperformonproductandserviceattributesthathaveintrinsicword-of-mouthpotential.Managingconsequentialwordofmouthinvolvesusingtheinsightsprovidedbyword-ofmouthequitytomaximizethereturnonmarketingactivities.Byunderstandingthewordof-moutheffectsoftherangeofchannelsandmessagesemployedandallocatingmarketingactivitiesaccordingly,companiescanequipconsumerstospreadmarketingmessagesanddrivetheirreachandimpact.Infact,McKinseyresearchshowsthatmarketing-inducedconsumer-to-consumerwordofmouthgeneratesmorethantwicethesalesofpaidadvertisingincategoriesasdiverseasskincareandmobilephones.Twothingssuperchargethecreationofpositiveconsequentialwordofmouth:interactivityandcreativity.Theyareinterrelated,andparticularlyimportantforbrandsinrelativelylow-innovationcategoriesthatoftenstruggletogainconsumerattention.OneexampleofacompanysuccessfullyharnessingthispoweristheUKconfectionerCadbury,whose“GlassandaHalfFull”advertisingcampaignusedcreative,thoughtful,andintegratedonlineandtraditionalmarketingtospurconsumerinteractionandsales.ThecampaignbeganwithatelevisioncommercialfeaturingagorillaplayingdrumstoaniconicPhilCollinssong.Thebizarrejuxtapositionwasanimmediatehit.Theconceptsoengagedconsumersthattheywerewillingtogoonline,viewthecommercial,andcreateamateurversionsoftheirown,triggeringatorrentofYouTubeimitations.Withinthreemonthsoftheadvertisement’sappearance,thevideohadbeenviewedmorethansixmilliontimesonline,year-on-yearsalesofCadbury’sDairyMilkchocolatehadincreasedbymorethan9percent,andthebrand’spositiveperceptionamongconsumershadimprovedbyabout20percent.Intentionalword-of-mouthcampaignsrevolvearoundidentifyinginfluentialswhobecomebrandandproductadvocates.Ofcourse,companiescan’tpreciselycontrolwhatconsumerstellothers.Butambitiousmarketerscanuseword-of-mouthequityinsightstoshiftfromconsequentialtointentionalcampaigning.Thetypeofcampaignthatcompanieschoosetoadoptdependsonthedegreetowhichmarketerscanfindandtargetinfluentials.Marketerscapableofundertakingone-to-onemarketing—suchasmobile-phoneoperators—areuniquelypositionedtoexecutecontrolledandeffectiveintentionalword-of-mouthcampaigns.Mobilecarriershavegranularcustomerdatathatcanpreciselylocateinfluentialswhoknowthecategory,talktomanypeople,andprovidethemwithtrustedopinions.Thatmeansmessagescanbedirectedatspecificindividualswhoaremostlikelytospreadpositivewordofmouththroughtheirsocialnetworks.Asamessagespreads,thisapproachgeneratesanexponentialword-ofmouthimpact,similartotherippleeffectwhenapebbleisdroppedinapond.Companiesunabletotargetinfluentialspreciselymusttakeadifferentapproach.WhileRedBull,forexample,can’tsendtextmessagestospecificconsumers,ithassuccessfullydeployedsciencetoorchestrateeffectiveintentionalword-of-mouthcampaigns.Afteridentifyinginfluentialsamongitsdifferenttargetsegments,theenergy-drinkcompanyensuresthatcelebritiesandotheropinionmakersseedtherightmessagesamongconsumers,oftenthroughevents.Whileitcan’tbesurewhowillattend,RedBullknowsthatthosewhodowillbethekindsofconsumersitseeks—andthatthepositivemessagestheywillrelayacrosstheirownsocialnetworkscangenerateasuperiorreturnforitsmarketinginvestment.Marketershavealwaysbeenawareoftheeffectofwordofmouth,andthereisclearlyanarttoeffectiveword-of-mouthcampaigning.Yetthesciencebehindword-of-mouthequityhelpsrevealhowtohoneanddeploythatart:itshowswhichmessagesconsumersarelikelytopassonandtheimpactofthosemessages,allowingmarketerstoestimatethetangibleeffectwordofmouthhasonbrandequityandsales.Theseinsightsareessentialforcompaniesthatwanttoharnessthepotentialofwordofmouthandtorealizehigherreturnsontheirmarketinginvestments.衡量口碑營銷的新方法了解口碑口碑無疑頗為復(fù)雜，并擁有多種可能的根源和動機，而我們則確定了營銷者應(yīng)該了解的三種形式的口碑：經(jīng)驗性口碑、繼發(fā)性口碑，以及有意識口碑。經(jīng)驗性口碑經(jīng)驗性口碑是最常見、最有力的形式，通常在任何給定的產(chǎn)品類別中都占到口碑活動的50%～80%。它來源于消費者對某種產(chǎn)品或服務(wù)的直接經(jīng)驗，在很大程度上是在經(jīng)驗偏離消費者的預(yù)期時所產(chǎn)生的。（當產(chǎn)品或服務(wù)符合消費者的預(yù)期時，他們很少會投訴或表揚某一企業(yè)。）航空公司丟失行李引起的投訴，是經(jīng)驗性口碑的典型例子，它會對品牌感受產(chǎn)生不利影響，并最終影響品牌價值，從而降低受眾對傳統(tǒng)營銷活動的接受程度，并有損出自其他來源的正面口碑的效果。反過來，正面的口碑則會讓產(chǎn)品或服務(wù)順風滿帆。繼發(fā)性口碑營銷活動也會引發(fā)口碑傳播。最常見的就是我們所稱的繼發(fā)性口碑：當消費者直接感受傳統(tǒng)的營銷活動傳遞給他們的信息或所宣傳的品牌時形成的口碑。這些消息對消費者的影響通常比廣告的直接影響更強，因為引發(fā)正面口碑傳播的營銷活動的覆蓋范圍以及影響力相對來說都會更大。營銷者在決定何種信息及媒體組合能夠產(chǎn)生最大的投資回報時，需要考慮口碑的直接效應(yīng)以及傳遞效應(yīng)。有意識口碑不像前兩種口碑形式那么常見的另一種口碑是有意識口碑——例如，營銷者可以利用名人代言來為產(chǎn)品發(fā)布上市營造正面的氣氛。對制造有意識口碑進行投資的企業(yè)是少數(shù)，部分原因在于，其效果難以衡量，許多營銷商不能確信，他們能否成功地開展有意識口碑的推廣活動。對于這三種形式的口碑，營銷商都需要以適當?shù)姆绞綇恼磧蓚€方面了解和衡量其影響和財務(wù)結(jié)果?？诒畠r值計算價值始于對某一產(chǎn)品的推薦及勸阻次數(shù)進行計數(shù)。這種方法有一定的吸引力并且比較簡單，但是也存在一大挑戰(zhàn)：營銷商難以解釋說明不同種類的口碑信息的影響可變性。顯然，對于消費者來說，由于家人的推薦而購買某產(chǎn)品的可能性要顯著高于陌生人的推薦。這兩種推薦可以傳達同樣的信息，而它們對接收者的影響卻不可同日而語。事實上，我們的研究表明，影響力高的推薦（例如，來自于所信任的朋友傳達的相關(guān)信息）導(dǎo)致購買行為的可能性，是低影響力推薦的50倍。為了評估這些不同種類的推薦的影響，我們開發(fā)了一種方法來計算我們所說的口碑價值，它用一條品牌信息的平均銷售影響力來乘以品牌信息的數(shù)量。這個指標既考查這些信息的影響力，也考查其總量，可以讓營銷者準確地測試這些信息對品牌、單項推廣活動以及整個企業(yè)的銷售和市場份額的影響。這種影響（也就是任何口頭推薦或勸阻能夠改變購買行為的能力）反映了信息所涉及的內(nèi)容、何人傳遞的信息、以及在何地所說。這種影響會因產(chǎn)品類別而異。信息所傳遞的內(nèi)容是口碑產(chǎn)生影響力的首要推動因素。我們都發(fā)現(xiàn)，在多數(shù)產(chǎn)品類別中，如果要影響消費者的決策，信息的內(nèi)容必須針對產(chǎn)品或服務(wù)的重要特性和功能。例如，在手機類產(chǎn)品中，設(shè)計比電池壽命更重要。在皮膚護理產(chǎn)品中，關(guān)于包裝和成份構(gòu)成的口碑比有關(guān)產(chǎn)品為人們帶來的感覺這類情感信息更有影響力。營銷商往往圍繞情感定位來營造推廣活動，然而，我們發(fā)現(xiàn)，消費者實際上傾向于對功能信息進行討論并形成口碑。第二個關(guān)鍵推動因素是信息傳遞者的身份：口碑接收者必須信任傳遞者并相信他或她真的了解所說的產(chǎn)品或服務(wù)。我們的研究并未發(fā)現(xiàn)一個在各類產(chǎn)品中都具有影響力的同質(zhì)消費者群體：了解汽車的消費者可能對購車者有影響力，但是，不能影響購買美容產(chǎn)品的消費者。大約有8%~10%的消費者屬于我們所說的有影響力的人，他們的共同特征是可信和施加影響的能力。有影響力者形成的口碑信息，通常是無影響力者的三倍，其每條信息對接收者購買決策的影響力通常是無影響力者的四倍。在這些人中，大約有1%是通過數(shù)字技術(shù)發(fā)揮影響力，最引人注意的是博客寫手，其影響力極其巨大。最后，傳播口碑的地域環(huán)境對于信息的影響力至關(guān)重要。與通過分散的社區(qū)傳播相比，在彼此信任、關(guān)系密切的圈子中傳播的信息覆蓋范圍通常較小，但影響力較大，部分原因在于，我們信任其意見的人與我們所重視的圈子的成員，通常存在密切的關(guān)聯(lián)性。正是由于這個原因，在餐桌上提供推薦意見的傳統(tǒng)方式，以及與之類似的在線方式，現(xiàn)在仍很重要。畢竟，F(xiàn)acebook上有300名好友的人，可能會輕而易舉地忽略其中290人的意見。真正能夠產(chǎn)生影響力的，是彼此信任的朋友組成的關(guān)系緊密的小圈子?？诒畠r值能夠讓企業(yè)了解口碑對于品牌和產(chǎn)品的市場表現(xiàn)產(chǎn)生的相對影響力。雖然營銷商一直都知道這種影響可能會非常大，但是，一旦他們真正了解了這種影響力有多大能耐后，他們或許還是會大吃一驚。例如，當蘋果公司的iPhone在德國推出時，其在手機產(chǎn)品中所占的口碑數(shù)量份額（或者說多少消費者在談?wù)撨@種手機）大約為10%，比市場領(lǐng)先產(chǎn)品少三分之一。但是，iPhone也在其他國家推出，在德國傳遞的這些信息，其口碑影響力是平均水平的五倍。這就意味著iPhone的口碑價值分數(shù)比市場領(lǐng)先產(chǎn)品高出30%，推薦iPhone的有影響力者是推薦市場領(lǐng)先手機者的三倍。結(jié)果，有關(guān)iPhone的正面口碑而產(chǎn)生的直接銷售量，是蘋果公司付費營銷活動所產(chǎn)生的銷售量的六倍。在推出24個月后，iPhone在德國的銷量幾乎達到一年一百萬部。口碑價值所具有的靈活性讓我們能夠衡量它對企業(yè)、產(chǎn)品和品牌的影響