【正文】 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 。 Buyers 采購者 2. Segmentation Using Customer Behavior 客戶行為細分 The shopping cart page should offer a link that takes the visitor back into the shopping area of the site, hut the primary goal is to get the buyer to the shopping cart as quickly as possible, even if the buyer is at the site for the first time. 購物車頁面應(yīng)提供返回網(wǎng)站購物區(qū)的鏈接 ， 但首要目標是讓采購者任何時候都能迅速找到購物車 。 Buyers 采購者 2. Segmentation Using Customer Behavior 客戶行為細分 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 places that item in the site’s shopping cart and takes the buyer directly to the shopping cart page. 對于那些通過印刷版目錄選定商品的訪問者 ， 有些網(wǎng)站在主頁上提供一個文本框 ， 以便訪問者直接輸入印刷版目錄里的商品編號；這樣就將此商品放人了購物車并轉(zhuǎn)到購物車頁面 。 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) 。 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)當激發(fā)他們的興趣 。 2. Segmentation Using Customer Behavior 客戶行為細分 Researchers have begun to identify mon patterns of behavior and to categorize those behavior patterns. One set of categories that marketers use today includes browsers, buyers, and shoppers. 研究人員以開始識別行為模式的共同點并進行分類 。 2. Segmentation Using Customer Behavior 客戶行為細分 Remember that a particular person might visit a particular Web site at different times and might search for different interactions each time. 注意 ， 客戶會在不同時間訪問網(wǎng)站 ， 每次訪問時可能尋求不同的互動模式 。 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 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) 。 When based on things that happen at a specific time or occasion, behavioral segmentation is sometimes called occasion segmentation. 由于客戶行為細分往往基于特定的場合 ， 因此也稱為 場合細分 。 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 。 1. Offering Customers a Choice 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 。 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 。 Dell Premier accounts give users the ultimate level of customerbased market segmentation. In these accounts, Dell offers each customer its own Dell Web site. Dell can customize a pany’s Premier account pages to show product selections for which price and terms have already been negotiated. Dell even allows individual employees of its customers to create their own personalized pages within their panies’ Premier pages. 戴爾公司的 “ 大客戶 ” 賬戶是對客戶的終極細分 。 (5). Market Segmentation 市場細分 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 ， 允許不同客戶以多種方式進行交易 。 但小店只能選擇針對主要客戶的一個形象 。 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 。 In contrast, the Eddie Bauer page is rendered in a more muted, conservative style. The page is designed for older, more established buyers. The messages emphasized on the page are stability, home life, and the trademark Talbots red doors. These images appeal to a market segment of people looking for classics instead of the latest trends. 相反 ， Eddie Bauer 網(wǎng)站則要低調(diào)和保守 ， 網(wǎng)站面對的是比較實際的成年人 ，網(wǎng)頁強調(diào)的是降價 ， 針對尋求傳統(tǒng)而不是潮流的細分市場 。 Both pages are well designed and functional. How