【正文】 ce on the Web 讓客戶在網(wǎng)上選擇 2. Segmentation Using Customer Behavior 客戶行為細分 In the physical world, businesses can sometimes create different experiences for customers in response to their needs. 有時傳統(tǒng)企業(yè)能夠根據(jù)客戶需求為客戶創(chuàng)造不同的體驗 。 2. Segmentation Using Customer Behavior 客戶行為細分 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. 營銷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)站的互動模式對這種偏好的影響 。 2. Segmentation Using Customer Behavior 客戶行為細分 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)法讓訪問者留下來了解網(wǎng)站提供的產(chǎn)品與服務(wù) 。 Buyers 采購者 2. Segmentation Using Customer Behavior 客戶行為細分 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 ， 準備購買但需要決策之前了解更多的信息 。 2. Segmentation Using Customer Behavior 客戶行為細分 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. 有些訪問者只是來瀏覽 ， 針對這類訪問者的網(wǎng)站設(shè)計應(yīng)當(dāng)激發(fā)他們的興趣 。 2. Segmentation Using Customer Behavior 客戶行為細分 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) 。 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. 這種針對每個客戶完全定制產(chǎn)品與服務(wù)的方法稱為 一對一營銷 。 however, smaller retail stores usually choose the one image that appeals to most of their customers. 因為空間有限 ， 傳統(tǒng)店鋪不得不傳遞一種信息 。 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 ， 由于營銷人員開始識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 ， 心理細分法 的使用越來越頻繁 。 (5). Market Segmentation市場細分 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. 第一種細分變量是位臵 ， 公司按客戶的居住或辦公的位臵對客戶分類 ， 即 地理細分 ， 然后針對每個地區(qū)的客戶制定不同的營銷組合 。 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 年的一份營銷報告中指出：以顧客為中心的營銷戰(zhàn)略非常適合新興的虛擬市場 ， 顧客的不斷增長期望和產(chǎn)品日益缺乏的差異導(dǎo)致劇烈的競爭和無差異營銷方法的失效 ， 這兩種結(jié)果都降低了大眾媒體的效果 。 (4). Trust and Media Choice 可信任的 媒體選擇 Figure shows how these three information dissemination models pare on another important dimension trust. 圖所示為按信任水平對三種信息傳播模式的比較。 II. In the physical world, panies can convey large parts of their messages by the way they construct buildings and design their floor spaces. For example, banks have traditionally been housed in large, solidlooking buildings that provide passers by an ample view of the main safe and its thick, sturdy door. Banks use these physical manifestations of reliability and strength to convey an important part of their service offerings—that a customer’s money is safe and secure with the bank. 在現(xiàn)實世界里 ， 公司可以通過建筑設(shè)計與室內(nèi)布局來傳遞營銷信息 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營銷戰(zhàn)略 If customers arrive at these Web sites looking for a specific type of product, this approach works well. Alternatively, customers who are looking to fulfill a specific need, such as outfitting a new sales office or choosing a graduation gift, might not find these Web sites as useful. 如果訪問者是來尋找特定的產(chǎn)品 ， 這種方式就非常有效 。 1. WEB MARKETING STRATEGIES 網(wǎng)絡(luò)營銷戰(zhàn)略 （ 1） . ProductBased Marketing Strategies 產(chǎn)品核心的營銷戰(zhàn)略 Most panies offer a variety of products that appeal to different groups. When creating a marketing strategy, managers must consider both the nature of their products and the nature of their potential customers. Managers at many panies think of their businesses in terms of the products and services they sell. This is a logical way to think of a business because panies spend a great deal of effort, time, and money to design and create those products and services. 很多公司向不同的客戶群提供多種產(chǎn)品 ， 在制定營銷戰(zhàn)略時 ， 應(yīng)該綜合考慮產(chǎn)品的性質(zhì)和客戶的特點 。 ?四 P原則： Product The price element of the marketing mix is the amount the customer pays for the product. 營銷組合中的價格是客戶購買產(chǎn)品愿意支付的金額。 Key Terms ?Channel Conflict 渠道沖突 ?Cannibalization 互斥 ?Strategic Alliances 戰(zhàn)略聯(lián)盟 ?Channel Distribution M