【正文】 Demographic segmentation also exists on the Web. For example, a number of sites are devoted to women’s issues or directed at specific age groups (such as teenagers) whose members tend to purchase music CDs and trendy clothing. 第二種方法是用年齡 、 性別 、 家庭人口 、 收人 、 教育程度 、 宗教信仰或種族等信息對客戶細分 ， 即 人口細分 。 (5). Market Segmentation 市場細分 On the Web, retailers can provide separate virtual spaces for different market segments. Some Web retailers provide the ultimate in targeted marketing—they allow their customers to create their own stores. 網上商店能夠對不同細分市場開辟不同虛擬空間 ， 有些網上商店甚至允許客戶創(chuàng)建自己的店鋪 。 結果發(fā)現 ， 客戶期望網站能夠提供所有的互動模式 ， 以便客戶自行選擇來滿足需求 。 Buyers 采購者 2. Segmentation Using Customer Behavior 客戶行為細分 Perhaps the ultimate in shopping cart convenience is the 1Click feature offered by , which allows customers to purchase an item with a single click. Any items that a customer purchases using the 1Click feature within a 90minute time period are aggregated into one shipment. 最方便的購物車體驗就是亞馬遜的一次點擊購物功能 ， 用這種方式在 90 分鐘內采購的商品都會放入同一個購物車 。 2. Segmentation Using Customer Behavior 客戶行為細分 Usually, businesses that operate in the physical world can meet only one or a few of a customer’s differing behavioral needs. For example, the Chinese restaurant mentioned earlier might offer dining room service and takeout service, but it probably would not offer a drivethrough window or a morning coffee kiosk. 一般情況下 ， 傳統(tǒng)企業(yè)只能滿足一種或有限幾種客戶行為需求 ,例如 ， 上文提過的中餐館可以提供就餐服務與外賣服務 ， 但不會提供早餐咖啡 。 In the physical world, retail stores have limited floor and display space. These limitations often force physical stores to decide on one particular message to convey. Exceptions do exist, such as a music store that has a separate room for classical recordings (with different background music than the rest of the store) or a large department store that can use lighting and display space differently in each department。 (5). Market Segmentation 市場細分 Marketers have traditionally used three categories of variables to identify market segments. 營銷人員以前常用三種變量來識別細分市場 。 用網絡同潛在顧客進行溝通 ， 既具有個人接觸的許多優(yōu)點 ，同時還有大眾媒體的低成本優(yōu)點 。 Even the search box near the top of the page includes a dropdown list of categories so that customers can narrow their searches within categories. 頁面頂端的檢索框還提供了一個列出品類下拉式列表，以便客戶在某個品類里進行檢索。 1. WEB MARKETING STRATEGIES 網絡營銷戰(zhàn)略 Product is the physical item or service that a pany is selling. The intrinsic characteristics of the product are important, but customers’ perceptions of the product, called the product’s brand, can be as important as the actual characteristics of the product. 產品是公司所銷售的實體產品或服務，產品的內在特點非常重要，但客戶對產品的感知（稱為產品的品牌）同產品的實際特點同樣重要。 Key Terms ?Channel Conflict 渠道沖突 ?Cannibalization 互斥 ?Strategic Alliances 戰(zhàn)略聯盟 ?Channel Distribution Management 渠道管理 ?channel cooperation 渠道合作 ?stockholders 股東 ?WEB PRESENCE 網上展示 Key Terms ?WEB SITE_USABILITY 網站的可用性 ?ProfitDriven Organizations 營利組織 ?NotforProfit Organizations 非營利組織 ?Product showroom 產品展示廳 ?financial report 財務報告 ?Trusting relationship 信任關系 ?Twoway contact channel 雙向的接觸渠道 Introduction In September 1997, a new gift shop opened for business on the Web. There were already many gift shops on the Web at that time. however, this store, named , carried items that were chosen specifically to meet the needs of lastminute (立即送達 ) gift shoppers. The pany’s two major strengths were its promise of nextday delivery on all items and its site layout, in which gift selections were organized by holiday rather than by product type. By 1999 the pany had 90,000 customers signed up for GiftAlert and was doing about $1 million in annual sales. It carried about 500 products, and each of the products was chosen to yield a gross margin (毛利率 ) of at least 40 percent. Introduction ? The pany hired Hilary Billings, a retail marketing executive whose experience included building the Pottery Barn catalog business at WilliamsSonoma, to create a brandbuilding strategy and obtain financing to implement that strategy. 公司聘請了希拉里 1. WEB MARKETING STRATEGIES 網絡營銷戰(zhàn)略 （ 1） . ProductBased Marketing Strategies 產品核心的營銷戰(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品 ， 在制定營銷戰(zhàn)略時 ， 應該綜合考慮產品的性質和客戶的特點 。 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. 在現實世界里 ， 公司可以通過建筑設計與室內布局來傳遞營銷信息 。 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品日益缺乏的差異導致劇烈的競爭和無差異營銷方法的失效 ， 這兩種結果都降低了大眾媒體的效果 。 III. The use of psychographic segmentation has increased dramatically in recent years as marketers attempt to ident