【正文】 on another important dimension trust. 圖所示為按信任水平對(duì)三種信息傳播模式的比較。 因此 ， 人均廣告成本非常低 ， 這對(duì)很多公司都很有吸引力 。 In 1996 when co panies were beginning to do business online, rising consumer expectations and reduced product differentiation led to increased petition and a splintering of mass markets. Both of these results were reducing the effectiveness of mass media advertising. Thus, the Inter provided a new vehicle for achieving high levels of customerfocused marketing strategies. 顧能咨詢公司在其 1996 年的一份營(yíng)銷報(bào)告中指出：以顧客為中心的營(yíng)銷戰(zhàn)略非常適合新興的虛擬市場(chǎng) ， 顧客的不斷增長(zhǎng)期望和產(chǎn)品日益缺乏的差異導(dǎo)致劇烈的競(jìng)爭(zhēng)和無(wú)差異營(yíng)銷方法的失效 ， 這兩種結(jié)果都降低了大眾媒體的效果 。 這種將很小的細(xì)分市場(chǎng)作為目標(biāo)市場(chǎng)的行為稱為 微觀營(yíng)銷 。 (5). Market Segmentation市場(chǎng)細(xì)分 I. One variable is location. Firms divide their customers into groups by where they live or work. In this type of segmentation, called geographic segmentation, panies create different binations of marketing efforts for each geographical group of customers. The grouping can be by nation, state (or province), city, or even by neighborhood. Alternatively, panies can develop one marketing strategy for urban customers, another for suburban customers, and yet a third for rural customers. 第一種細(xì)分變量是位臵 ， 公司按客戶的居住或辦公的位臵對(duì)客戶分類 ， 即 地理細(xì)分 ， 然后針對(duì)每個(gè)地區(qū)的客戶制定不同的營(yíng)銷組合 。 營(yíng)銷人員常用人口變量進(jìn)行市場(chǎng)細(xì)分 ， 因?yàn)檠芯堪l(fā)現(xiàn) ， 客戶對(duì)產(chǎn)品的需求和使用同人口變量存在相關(guān)聯(lián)系 。 III. The use of psychographic segmentation has increased dramatically in recent years as marketers attempt to identify characteristic lifestyles and then design advertising to reach people who see themselves as having a particular lifestyle. In psychographic segmentation, marketers try to group customers by variables such as social class, personality, or their approach to life. For example, an auto pany might direct advertising for a sports car to customers who are gregarious and have a high need for achievement. 近年來(lái) ， 由于營(yíng)銷人員開(kāi)始識(shí)別不同生活方式的特征并設(shè)法接觸特定生活方式的人群 ， 心理細(xì)分法 的使用越來(lái)越頻繁 。 Both pages are well designed and functional. However, you can see that they are each directed to different market segments. 這兩個(gè)網(wǎng)站設(shè)計(jì)得都很漂亮 ， 但是面向的細(xì)分市場(chǎng)完全不同 。 however, smaller retail stores usually choose the one image that appeals to most of their customers. 因?yàn)榭臻g有限 ， 傳統(tǒng)店鋪不得不傳遞一種信息 。 (5). Market Segmentation 市場(chǎng)細(xì)分 Offering Customers a Choice on the Web 讓客戶在網(wǎng)上選擇 Contents 1 CUSTOMER BEHAVIOR AND Segmentation Using Customer Behavior 客戶行為細(xì)分 2 Browsers 瀏覽者 a Buyers 采購(gòu)者 b Shoppers 購(gòu)物者 c 1. Offering Customers a Choice on the Web 讓客戶在網(wǎng)上選擇 Dell has done many things well in its online business, Its Web site offers customers a number of different ways to do business with the pany. 戴爾 （ Dell ） 公司的網(wǎng)上商店建得很不錯(cuò) ， 允許不同客戶以多種方式進(jìn)行交易 。 1. Offering Customers a Choice on the Web 讓客戶在網(wǎng)上選擇 This highly customized approach to offering products and services that match the needs of a particular customer is called onetoone marketing. 這種針對(duì)每個(gè)客戶完全定制產(chǎn)品與服務(wù)的方法稱為 一對(duì)一營(yíng)銷 。 A given potential customer responds to hunger in different ways at different times. If a person is hungry in the morning, but late for work, that person might drive through a fast food restaurant or grab a quick cup of coffee at the train station. Lunch might be a sandwich ordered and delivered to the office, or it could require a nice restaurant if a client needs to be entertained. Dinner could be at a restaurant with friends, takeout food from a neighborhood Chinese restaurant, or a delivered pizza. 顧客不同時(shí)間以不同方式解決饑餓問(wèn)題：早上餓了又趕著上班 ， 顧客可能會(huì)去快餐店或在地鐵站買一杯速溶咖啡；中餐可能訂一份三明治送到辦公室 ， 要招待客戶會(huì)去一家好飯店；晚餐可能是同朋友在餐館聚餐 ， 從隔壁中餐館叫一份外賣或者送一份比薩 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Very few restaurants are able to offer everything from fast food through a fivecourse dinner. 很少有餐館能夠提供從快餐到滿漢全席的所有膳食服務(wù) 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Remember that a particular person might visit a particular Web site at different times and might search for different interactions each time. 注意 ， 客戶會(huì)在不同時(shí)間訪問(wèn)網(wǎng)站 ， 每次訪問(wèn)時(shí)可能尋求不同的互動(dòng)模式 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Some visitors to a pany’s Web site are just surfing or browsing. Web sites intended to appeal to potential customers in this mode must offer them something that piques their interest. 有些訪問(wèn)者只是來(lái)瀏覽 ， 針對(duì)這類訪問(wèn)者的網(wǎng)站設(shè)計(jì)應(yīng)當(dāng)激發(fā)他們的興趣 。 Buyers 采購(gòu)者 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 For visitors who first choose a product from a printed catalog, many Web sites include a text box on their home pages that allows visitors to enter the catalog item number. This places that item in the site’s shopping cart and takes the buyer directly to the shopping cart page. 對(duì)于那些通過(guò)印刷版目錄選定商品的訪問(wèn)者 ， 有些網(wǎng)站在主頁(yè)上提供一個(gè)文本框 ， 以便訪問(wèn)者直接輸入印刷版目錄里的商品編號(hào)；這樣就將此商品放人了購(gòu)物車并轉(zhuǎn)到購(gòu)物車頁(yè)面 。 Buyers 采購(gòu)者 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Some customers arrive at a Web site knowing that it offers items they are interested in buying. These visitors are motivated to buy, but they are looking for more information before they make a purchase decision. For the visitor who is in shopper mode, a site should offer parison tools, product reviews, and lists of 商品 ， 準(zhǔn)備購(gòu)買但需要決策之前了解更多的信息 。 Buyers 采購(gòu)者 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 The shopping cart page should offer a link that takes the visitor back into the shopping area of the site, hut the primary goal is to get the buyer to the shopping cart as quickly as possible, even if the buyer is at the site for the first time. 購(gòu)物車頁(yè)面應(yīng)提供返回網(wǎng)站購(gòu)物區(qū)的鏈接 ， 但首要目標(biāo)是讓采購(gòu)者任何時(shí)候都能迅速找到購(gòu)物車 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 These key words are often called trigger words because they prompt a visitor to stay and investigate the products or services offered on the site. 這些文字稱為觸發(fā)詞 ， 可以設(shè)法讓訪問(wèn)者留下來(lái)了解網(wǎng)站提供的產(chǎn)品與服務(wù) 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Researchers have begun to identify mon patterns of behavior and to categorize those behavior patterns. One set of