【正文】 In the early 1990s, firms began identifying smaller and smaller market segments for specific advertising and promotion efforts. This practice of targeting very small market segments is called micromarketing. 在 20 世紀(jì) 90 年代早期 ， 企業(yè)為特定的廣告和促銷策略而識(shí)別的細(xì)分市場(chǎng)越來越小 。 例如 ， 投放電視廣告需要數(shù)十萬美元 ， 但數(shù)百萬人可以看到這個(gè)廣告 。 (3). COMMUNICATING WITH DIFFERENT MARKET SEGMENTS 與不同細(xì)分市場(chǎng)的溝通 III. Media selection can be critical for an online firm because it does not have a physical presence. The only contact a potential customer might have with an online firm could well be the image it projects through the media and through its Web site. The challenge for online businesses is to convince customers to trust them even though they do not have an immediate physical presence. 媒體選擇對(duì)網(wǎng)上企業(yè)非常關(guān)鍵 ， 因?yàn)檫@些企業(yè)沒有現(xiàn)實(shí)的經(jīng)營場(chǎng)所 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營銷戰(zhàn)略 (2). CustomerBased Marketing Strategies 客戶核心的營銷戰(zhàn)略 In last lecture, you learned that the Web creates an environment that allows buyers and sellers to engage in plex munications modes. The munication structures on the Web can bee much more plex than those in traditional mass media outlets such as broadcast（ 廣播 ） and print advertising. When a pany takes its business to the Web, it can create a Web site that is flexible enough to meet the needs of many different users. Instead of thinking of their Web sites as collections of products, panies can build their sites to meet the specific needs of various types of customers. A good first step in building a customerbased marketing strategy is to identify groups of customers who share mon characteristics. 采用客戶核心營銷戰(zhàn)略的第一步是識(shí)別具有相同特征的客戶群 。 當(dāng)客戶愿意從特定商品品類里采購商品或者愿意根據(jù)商品品類來考慮自己的需求時(shí) ， 這種產(chǎn)品核心的組織就很有效 。 price Promotion includes any means of spreading the word about the product. 促銷包括傳播產(chǎn)品信息的所有手段。一年后，效果出來了，客戶數(shù)增長三倍，銷售增長四倍。 Chapter 4 MARKETING ON THE WEB Summary ?In last lecture, you learned about上一講講述了 I. Companies sometimes face the challenges of channel conflict and cannibalization either within their own organizations or with the panies that have traditionally provided sales distribution to consumers for them. 公司有時(shí)會(huì)面臨企業(yè)內(nèi)部或者同傳統(tǒng)經(jīng)銷商之間的渠道沖突和互斥帶來的挑戰(zhàn)。 MARKETING ON THE WEB 網(wǎng)絡(luò)營銷 ?Why? ? WEB MARKETING STRATEGIES 網(wǎng)絡(luò)營銷戰(zhàn)略 Contents ? ProductBased Marketing Strategies 產(chǎn)品核心的營銷戰(zhàn)略 ? CustomerBased Marketing Strategies 客戶核心的營銷戰(zhàn)略 ? COMMUNICATING WITH DIFFERENT MARKET SEGMENTS與不同細(xì)分市場(chǎng)的溝通 ? Trust and Media Choice 信任與媒體選擇 ? Market Segmentation市場(chǎng)細(xì)分 ? Market Segmentation on the Web 網(wǎng)上市場(chǎng)細(xì)分 1. WEB MARKETING STRATEGIES 網(wǎng)絡(luò)營銷戰(zhàn)略 As you learned in last lecture, panies—even those in the same industry—try to create unique presences in their markets. A pany’s marketing strategy is an important tool that works with its Web presence to get the pany’s message across to both its current and prospective customers. Most marketing classes organize the essential issues of marketing into the four Ps of marketing: product, price, promotion, and place. 公司 （ 即便是同一行業(yè)的公司 ） 應(yīng)該在市場(chǎng)上創(chuàng)建獨(dú)特的展示。 Promotion The issue of place (also called distribution) is the need to have products or services available in many differ nt locations. 渠道（也稱分銷）是指將產(chǎn)品或服務(wù)供應(yīng)到各地。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營銷戰(zhàn)略 Most office supplies stores on the Web believe their customers organize their needs into product categories. 很多辦公用品網(wǎng)上商店認(rèn)為客戶是按照商品品類來考慮需求的 。 (2). CustomerBased Marketing Strategies 客戶核心的營銷戰(zhàn)略 Sabre Holdings is a pany that sells marketing services and technology to support those services to the travel industry. Its customers include travel agencies, airlines, large panies that have inhouse travel departments, and travel consolidators (panies that buy blocks of airline seats and hotel rooms, then resell them as vacation packages). Sabre 公司為旅游業(yè)提供營銷服務(wù)和技術(shù) ， 客戶包括旅行社 、 航空公司 、 自己有旅游部門的大公司 、 旅游聯(lián)合公司 （ 大批預(yù)訂機(jī)票和酒店房間 ， 打包成度假產(chǎn)品再銷售 ） 。 潛在客戶與網(wǎng)上企業(yè)的唯一接觸就是這些企業(yè)通過媒體和自己的網(wǎng)站所傳遞的形象 。 因此 ， 人均廣告成本非常低 ， 這對(duì)很多公司都很有吸引力 。 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 微觀營銷 。 營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 。 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 。 (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 采購者 b Shoppers 購物者 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 。 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 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)間訪問網(wǎng)站 ， 每次訪問時(shí)可能尋求不同的互動(dòng)模式 。 Buyers 采購者 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