【正文】 ever, 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 。 例如 ， 汽車公司面向喜歡社交 、 需求成就感的客戶開展跑車的直接營(yíng)銷活動(dòng) 。 III. The use of psychographic segmentation has increased dramatically in recent years as marketers attempt to identify characteristic lifestyles and then design advertising to reach people who see themselves as having a particular lifestyle. In psychographic segmentation, marketers try to group customers by variables such as social class, personality, or their approach to life. For example, an auto pany might direct advertising for a sports car to customers who are gregarious and have a high need for achievement. 近年來(lái) ， 由于營(yíng)銷人員開始識(shí)別不同生活方式的特征并設(shè)法接觸特定生活方式的人群 ， 心理細(xì)分法 的使用越來(lái)越頻繁 。 例如 ， 有些網(wǎng)站專門面向女性或者特定年齡的人群 （ 如青少年 ）, 這些人群是音像制品或服裝的主要消費(fèi)者 。 營(yíng)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 。 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 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 。 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) 。 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 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) 。 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 。 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 。 因此 ， 人均廣告成本非常低 ， 這對(duì)很多公司都很有吸引力 。 大眾媒體廣告的成本可以分?jǐn)偟酱笈鼙娚砩?。 (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。 (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 。 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 。 銀行以這些體現(xiàn)出可靠與實(shí)力的外表來(lái)體現(xiàn)自己的服務(wù) ——安全可靠地保護(hù)客戶的存款 。 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(xiàn)實(shí)世界里 ， 公司可以通過(guò)建筑設(shè)計(jì)與室內(nèi)布局來(lái)傳遞營(yíng)銷信息 。 (2). CustomerBased Marketing Strategies 客戶核心的營(yíng)銷戰(zhàn)略 ? How: (3). COMMUNICATING WITH DIFFERENT MARKET SEGMENTS 與不同細(xì)分市場(chǎng)的溝通 I. Identifying groups of potential customers is just the first step in selling to those customers. An equally important ponent of any marketing strategy is the selection of munication media to carry the marketing message. 識(shí)別不同的客戶群只是向這些客戶群銷售產(chǎn)品的第一步 。 (2). CustomerBased Marketing Strategies 客戶核心的營(yíng)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(yíng)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 ） 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營(yíng)銷戰(zhàn)略 So many marketing researchers and consultants advise panies to think as if they were their own customers and to design their Web sites so that customers find them to be enabling experiences that can help customers meet their individual needs. 很多營(yíng)銷研究人員和咨詢專家建議公司設(shè)計(jì)網(wǎng)站時(shí)把自己當(dāng)做客戶 ， 根據(jù)自己的體驗(yàn)進(jìn)行設(shè)計(jì) ， 以幫助客戶滿足特殊的需求 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營(yíng)銷戰(zhàn)略 If customers arrive at these Web sites looking for a specific type of product, this approach works well. Alternatively, customers who are looking to fulfill a specific need, such as outfitting a new sales office or choosing a graduation gift, might not find these Web sites as useful. 如果訪問(wèn)者是來(lái)尋找特定的產(chǎn)品 ， 這種方式就非常有效 。 這種設(shè)計(jì)是為了滿足頭腦里已有特定品類需求的客戶。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營(yíng)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(lái)考慮需求的 。 If you ask managers to describe what their panies are selling, they usually provide you with a detailed list of the physical objects they sell or use to create a service. When customers are likely to buy items from particular product categories, or are likely to think of