【正文】 categories that marketers use today includes browsers, buyers, and shoppers. 研究人員以開(kāi)始識(shí)別行為模式的共同點(diǎn)并進(jìn)行分類(lèi) 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Marketing researchers are just beginning to study how and why people prefer different binations of products, services, and Web site features and how these preferences are affected by their modes of interaction with the site, Market researchers are finding that people want Web sites that offer a range of interaction possibilities from which they can select to meet their needs. 營(yíng)銷(xiāo)研究人員正在研究客戶偏好不同商品 、 服務(wù)與網(wǎng)站功能組合的方式與原因 ， 以及客戶與網(wǎng)站的互動(dòng)模式對(duì)這種偏好的影響 。 When based on things that happen at a specific time or occasion, behavioral segmentation is sometimes called occasion segmentation. 由于客戶行為細(xì)分往往基于特定的場(chǎng)合 ， 因此也稱(chēng)為 場(chǎng)合細(xì)分 。 1. Offering Customers a Choice on the Web 讓客戶在網(wǎng)上選擇 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 In the physical world, businesses can sometimes create different experiences for customers in response to their needs. 有時(shí)傳統(tǒng)企業(yè)能夠根據(jù)客戶需求為客戶創(chuàng)造不同的體驗(yàn) 。 Dell Premier accounts give users the ultimate level of customerbased market segmentation. In these accounts, Dell offers each customer its own Dell Web site. Dell can customize a pany’s Premier account pages to show product selections for which price and terms have already been negotiated. Dell even allows individual employees of its customers to create their own personalized pages within their panies’ Premier pages. 戴爾公司的 “ 大客戶 ” 賬戶是對(duì)客戶的終極細(xì)分 。 但小店只能選擇針對(duì)主要客戶的一個(gè)形象 。 In contrast, the Eddie Bauer page is rendered in a more muted, conservative style. The page is designed for older, more established buyers. The messages emphasized on the page are stability, home life, and the trademark Talbots red doors. These images appeal to a market segment of people looking for classics instead of the latest trends. 相反 ， Eddie Bauer 網(wǎng)站則要低調(diào)和保守 ， 網(wǎng)站面對(duì)的是比較實(shí)際的成年人 ，網(wǎng)頁(yè)強(qiáng)調(diào)的是降價(jià) ， 針對(duì)尋求傳統(tǒng)而不是潮流的細(xì)分市場(chǎng) 。 例如 ， 汽車(chē)公司面向喜歡社交 、 需求成就感的客戶開(kāi)展跑車(chē)的直接營(yíng)銷(xiāo)活動(dòng) 。 例如 ， 有些網(wǎng)站專(zhuān)門(mén)面向女性或者特定年齡的人群 （ 如青少年 ）, 這些人群是音像制品或服裝的主要消費(fèi)者 。 公司也可以為城市居民制定第一個(gè)營(yíng)銷(xiāo)戰(zhàn)略 ， 為郊區(qū)居民制定第二個(gè)營(yíng)銷(xiāo)戰(zhàn)略 ， 為農(nóng)村居民制定第三個(gè)營(yíng)銷(xiāo)戰(zhàn)略 。 微觀營(yíng)銷(xiāo)相對(duì)于大眾媒體廣告來(lái)說(shuō)是一個(gè)改進(jìn) ， 但它的基本方法是相同的 ， 因此無(wú)法避免這種模式的弱點(diǎn) 。 (5). Market Segmentation市場(chǎng)細(xì)分 Segments are usually defined in terms of demographic characteristics such as age, gender, marital status, ine level, and geographic location. Thus, for example, unmarried men between the ages of 19 and 25 might be one market segment. 細(xì)分市場(chǎng)往往是根據(jù)年齡 、 性別 、 婚姻情況 、 收人水平和地理位臵等統(tǒng)計(jì)特征來(lái)定義的 ， 例如 19 25 歲的未婚婦女就構(gòu)成了一個(gè)細(xì)分市場(chǎng) 。 公司可用網(wǎng)絡(luò)來(lái)獲取個(gè)人接觸法的優(yōu)點(diǎn) ， 同時(shí)避免這些方法所固有的成本問(wèn)題 。 大眾媒體廣告的成本可以分?jǐn)偟酱笈鼙娚砩?。 (3). COMMUNICATING WITH DIFFERENT MARKET SEGMENTS 與不同細(xì)分市場(chǎng)的溝通 (4). Trust and Media Choice 可信任的 媒體選擇 Web is an intermediate step between mass media and personal contact, but it is a very broad step. Using the Web to municate with potential customers offers many of the advantages of personal contact selling and many of the cost savings of mass media. 網(wǎng)絡(luò)處于大眾媒體和個(gè)人接觸之間 ， 但也是很廣泛的 。 銀行以這些體現(xiàn)出可靠與實(shí)力的外表來(lái)體現(xiàn)自己的服務(wù) ——安全可靠地保護(hù)客戶的存款 。 (2). CustomerBased Marketing Strategies 客戶核心的營(yíng)銷(xiāo)戰(zhàn)略 ? How: (3). COMMUNICATING WITH DIFFERENT MARKET SEGMENTS 與不同細(xì)分市場(chǎng)的溝通 I. Identifying groups of potential customers is just the first step in selling to those customers. An equally important ponent of any marketing strategy is the selection of munication media to carry the marketing message. 識(shí)別不同的客戶群只是向這些客戶群銷(xiāo)售產(chǎn)品的第一步 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營(yíng)銷(xiāo)戰(zhàn)略 So many marketing researchers and consultants advise panies to think as if they were their own customers and to design their Web sites so that customers find them to be enabling experiences that can help customers meet their individual needs. 很多營(yíng)銷(xiāo)研究人員和咨詢專(zhuān)家建議公司設(shè)計(jì)網(wǎng)站時(shí)把自己當(dāng)做客戶 ， 根據(jù)自己的體驗(yàn)進(jìn)行設(shè)計(jì) ， 以幫助客戶滿足特殊的需求 。 這種設(shè)計(jì)是為了滿足頭腦里已有特定品類(lèi)需求的客戶。 If you ask managers to describe what their panies are selling, they usually provide you with a detailed list of the physical objects they sell or use to create a service. When customers are likely to buy items from particular product categories, or are likely to think of their needs in terms of product categories, this type of productbased organization makes sense. 如果你讓管理人員描述公司銷(xiāo)售什么 ， 他們往往給你羅列出詳細(xì)的物品清單 。 雖然互聯(lián)網(wǎng)并不能完全解決這些物流與分銷(xiāo)難題 ， 但是可以帶來(lái)很多幫助 ?？蛻魪漠a(chǎn)品中得到的好處減去總成本的結(jié)果稱(chēng)為客戶從交易中得到的客戶價(jià)值。 營(yíng)銷(xiāo)教科書(shū)將營(yíng)銷(xiāo)戰(zhàn)術(shù)歸成營(yíng)銷(xiāo) 4P ， 即 產(chǎn)品（ Product ） 、 價(jià)格 （ Price ） 、 促銷(xiāo) （ Promotion ） 與 渠道 ( Place ） 。 ?Why? Introduction ? Billings launched a massive brand awareness campaign that included online advertising, buses in seven major cities painted red and festooned with large red bows, and print advertising in upscale publications. One year later, the results of this extensive makeover and substantial moary investment were clear. RedEnvelope had tripled its number of customers and had increased sales by over 400 percent. 比林斯啟動(dòng)了一個(gè)大規(guī)模的品牌宣傳活動(dòng)，包括網(wǎng)上廣告、七大城市的公共汽車(chē)廣告（漆成紅色并繪上很大的彩虹）、高檔雜志上印刷廣告等。 ?In last lecture, you learned about上一講講述了 Summary ?In last lecture, you learned about上一講講述了 III. By understanding how the Web differs from other media and by designing a Web site to capitalize on those differences, panies can create an effective Web presence that delivers value to ，并設(shè)計(jì)出能充分利用這些區(qū)別的網(wǎng)站，以便創(chuàng)建能夠?yàn)樵L問(wèn)者遞送價(jià)值的網(wǎng)上展示。 Summary II. In accordance with the work model of organization that you learned about in Chapter 1, panies undertaking electronic merce initiatives sometimes form strategic alliances with other panies or contract with channel distribution managers to obtain their skills in Web site operation or their product category knowledge. 正如第 1章的組織網(wǎng)絡(luò)模型所介紹的，開(kāi)展電子商務(wù)的公司有時(shí)會(huì)同其他公司建立戰(zhàn)略聯(lián)盟或者同分銷(xiāo)渠道企業(yè)簽約，來(lái)獲得它們的網(wǎng)站管理技能或商品品類(lèi)知識(shí)。 比林斯（ Hilary Billings ) ， 她在很多零售企業(yè)擔(dān)任過(guò)營(yíng)銷(xiāo)總監(jiān)，曾為零售店著名 WilliamsSonoma組建起 Pottery Barn 郵購(gòu)店。 公司的營(yíng)銷(xiāo)戰(zhàn)略加上網(wǎng)站展示 ， 可以將公司的信息傳遞給自己的客戶與潛在客戶 。 In recent years, marketing experts have argued that panies should think