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5marketsegmentation市場(chǎng)細(xì)分-wenkub.com

2025-04-17 15:13 本頁(yè)面
   

【正文】 Buyers 采購(gòu)者 2. Segmentation Using Customer Behavior 客戶行為細(xì)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(gòu)物車(chē)體驗(yàn)就是亞馬遜的一次點(diǎn)擊購(gòu)物功能 , 用這種方式在 90 分鐘內(nèi)采購(gòu)的商品都會(huì)放入同一個(gè)購(gòu)物車(chē) 。 Browsers 瀏覽者 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Visitors who arrive in buyer mode are ready to make a purchase right away. The best thing a site can offer a buyer is certainty that nothing will get in the way of the purchase 即采購(gòu)的訪問(wèn)者 , 這時(shí)網(wǎng)站設(shè)計(jì)主要是不要妨礙交易 。 目前采用的一種方法劃分成瀏覽者 、 采購(gòu)者和購(gòu)物者 。 結(jié)果發(fā)現(xiàn) , 客戶期望網(wǎng)站能夠提供所有的互動(dòng)模式 , 以便客戶自行選擇來(lái)滿足需求 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)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(guò)的中餐館可以提供就餐服務(wù)與外賣(mài)服務(wù) , 但不會(huì)提供早餐咖啡 。 For example, a pany might decide that its mission is to sell prepared meals to hungry customers. 例如 , 一家公司決定向饑餓的顧客銷(xiāo)售膳食 。 公司為每個(gè)大客戶單獨(dú)建立了一個(gè)網(wǎng)站 , 以事先談定的價(jià)格與條款為客戶定制產(chǎn)品頁(yè)面 , 還允許客戶公司的每個(gè)員工建立自己的定制頁(yè)面 。 (5). Market Segmentation 市場(chǎng)細(xì)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(wǎng)上商店能夠?qū)Σ煌?xì)分市場(chǎng)開(kāi)辟不同虛擬空間 , 有些網(wǎng)上商店甚至允許客戶創(chuàng)建自己的店鋪 。 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(chǎng)細(xì)分 The Web gives panies an opportunity to present different store environments online. 網(wǎng)絡(luò)為公司提供展示不同店鋪環(huán)境的機(jī)會(huì) 。 (5). Market Segmentation市場(chǎng)細(xì)分 ※ Often, demographic and geographic segmenting strategies are bined. For example, an airline might target middleine families living in Wisconsin and Michigan with midwinter advertising for vacation trips to Florida. 營(yíng)銷(xiāo)人員經(jīng)常組合使用地理細(xì)分與人口細(xì)分 , 例如 ,航空公司可以面向威斯康辛州和密歇根州的中等收人家庭推出冬季佛羅里達(dá)旅游的廣告 。 (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 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(duì)客戶細(xì)分 , 即 人口細(xì)分 。 (5). Market Segmentation 市場(chǎng)細(xì)分 Marketers have traditionally used three categories of variables to identify market segments. 營(yíng)銷(xiāo)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 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(xiāo)策略而識(shí)別的細(xì)分市場(chǎng)越來(lái)越小 。 很多專(zhuān)家都同意應(yīng)該把基于信任的個(gè)人接觸的銷(xiāo)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(xiāo)工具 。 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 。 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) 。 (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 。 選擇傳遞營(yíng)銷(xiāo)信息的 溝通媒體 是所有營(yíng)銷(xiāo)戰(zhàn)略的重要組成 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營(yíng)銷(xiāo)戰(zhàn)略 (2). CustomerBased Marketing Strategies 客戶核心的營(yíng)銷(xiāo)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(yíng)銷(xiāo)戰(zhàn)略的第一步是識(shí)別具有相同特征的客戶群 。 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(yè)面頂端的檢索框還提供了一個(gè)列出品類(lèi)下拉式列表,以便客戶在某個(gè)品類(lèi)里進(jìn)行檢索。 當(dāng)客戶愿意從特定商品品類(lèi)里采購(gòu)商品或者愿意根據(jù)商品品類(lèi)來(lái)考慮自己的需求時(shí) , 這種產(chǎn)品核心的組織就很有效 。 例如 , 數(shù)字化產(chǎn)品 ( 如軟件 、 音樂(lè) 、 電子圖書(shū)等 ) 可以通過(guò)互聯(lián)網(wǎng)立即按需交付 。 price Promotion includes any means of spreading the word about the product. 促銷(xiāo)包括傳播產(chǎn)品信息的所有手段。 1. WEB MARKETING STRATEGIES 網(wǎng)絡(luò)營(yíng)銷(xiāo)戰(zhàn)略 Product is the physical item or service that a pany is selling. The intrinsic characteristics of the product are i
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