【文章內(nèi)容簡(jiǎn)介】 體現(xiàn)自己的服務(wù) ——安全可靠地保護(hù)客戶的存款 。 (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(méi)有現(xiàn)實(shí)的經(jīng)營(yíng)場(chǎng)所 。 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(guò)媒體和自己的網(wǎng)站所傳遞的形象 。 網(wǎng)上企業(yè)面臨的挑戰(zhàn)就是在沒(méi)有現(xiàn)實(shí)的經(jīng)營(yíng)場(chǎng)所的情況下讓客戶信任它們 。 (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 。 用網(wǎng)絡(luò)同潛在顧客進(jìn)行溝通 ， 既具有個(gè)人接觸的許多優(yōu)點(diǎn) ，同時(shí)還有大眾媒體的低成本優(yōu)點(diǎn) 。 (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(duì)三種信息傳播模式的比較。 Mass media The Web Low level Of trust Personal contact High level Of trust Although mass media offers the lowest level of trust, many panies continue to use it successfully. The cost of mass media advertising can be spread over the many people in its large audiences. For example, the cost of creating a television ad can be several hundred thousand dollars, but that ad will be viewed by millions of people. Thus, the cost of advertising per viewer is very low. Its low cost makes mass media advertising attractive to many 大眾媒體的信任水平最低 ， 但很多公司還在繼續(xù)使用 。 大眾媒體廣告的成本可以分?jǐn)偟酱笈鼙娚砩?。 例如 ， 投放電視廣告需要數(shù)十萬(wàn)美元 ， 但數(shù)百萬(wàn)人可以看到這個(gè)廣告 。 因此 ， 人均廣告成本非常低 ， 這對(duì)很多公司都很有吸引力 。 On the web, many people ignore or resist messages that lack content of any specific personal interest to them. Companies can use the Web to capture some of the benefits of personal contact, yet avoid some of the costs inherent in that approach. Most experts agree that it is better to make the trustbased model of personal contact selling work on the Web than to adopt the mass marketing approach on the ,很多人根本不會(huì)注意那些沒(méi)有個(gè)性的信息 。 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 。 很多專家都同意應(yīng)該把基于信任的個(gè)人接觸的銷售模式移植到網(wǎng)上 ， 而不是把網(wǎng)絡(luò)用做大眾媒體的營(yíng)銷工具 。 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 。 (5). Market Segmentation 市場(chǎng)細(xì)分 Advertisers’ response to this decrease in effectiveness was to identify specific portions of their markets and target them with specific advertising practice, called market segmentation, divides the pool of potential customers into segments. 廣告主為解決效果降低的問(wèn)題 ， 不得不設(shè)法識(shí)別較小規(guī)模的市場(chǎng)并把特定的廣告信息送達(dá)到這類小市場(chǎng) ， 這種行為叫做 市場(chǎng)細(xì)分 ， 即將潛在的顧客劃分成不同的細(xì)分市場(chǎng) 。 (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) 。 (5). Market Segmentation 市場(chǎng)細(xì)分 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(lái)越小 。 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 However, the low cost per viewer of traditional mass media advertising campaigns bees much higher when those methods are used to target very small market segments. This cost increase hampered( 阻礙 ) the success of micromarketing strategies. Even though micromarketing was an improvement over mass media advertising, it still used the same basic approach and suffered from the weaknesses of that 存在了 ， 這就妨礙了微觀營(yíng)銷策略的成功 。 微觀營(yíng)銷相對(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 Marketers have traditionally used three categories of variables to identify market segments. 營(yíng)銷人員以前常用三種變量來(lái)識(shí)別細(xì)分市場(chǎng) 。 (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 。 公司可以按國(guó)家 、 省 、 城市甚至社區(qū)對(duì)客戶細(xì)分 。 公司也可以為城市居民制定第一個(gè)營(yíng)銷戰(zhàn)略 ， 為郊區(qū)居民制定第二個(gè)營(yíng)銷戰(zhàn)略 ， 為農(nóng)村居民制定第三個(gè)營(yíng)銷戰(zhàn)略 。 (5). Market Segmentation 市場(chǎng)細(xì)分 II. The second category uses information about age, gender, family size, ine, education, religion, or ethnicity to group customers. This type of segmentation is called demographic segmentation. Demographic variables are frequently used by traditional marketers because research has shown that customers’ need for and usage of products are strongly related to these types of variables. Demographic segmentation also exists on the Web. For example, a number of sites are devoted to women’s issues or directed at sp