毕业论文外文翻译 急用啊！关于市场细分的【原创】
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- Marketing segmentation bases and variables
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Companies often combines bases and focus on categories such as geodemographics(geography and demographics).Similarly ,they can build segments using combinations of variables that makes sense for their industry. The important thing to remember is that marketers create segments based on variables that can be used to identify and reach the right people at the right time.
After using any of these four bases alone or in combination ,marketers profile segment members using many other variables. For example ,after a web site such as iVillage .com creates a list of mothers who register at the site(segment basis ),it can use primary and secondary research to develop profiles that describe these mothers. These profiles might indicate that a certain percentage of the mothers like to cook international dishes ,another percentage generally prepares traditional meals ,and another percentage seldom cooks at all. Marketers need to know which variables broadly identify the target segment and which simply further describe it because marketers use identification variables to enumerate and access the target. By this we mean that a firm can get mailing lists of mothers and discover which magazines reach them, but it is hard to figure out how to reach women who cook Italian food. If iVillage knows that only 5%of its target (mothers) cooks Italian food ,and 60%dose not cook at all, it will help them to design site products and content. Thus ,marketers use profile variables to refine the marketing mix, including Web site content and advertising..
The next sections describe geographic ,demographic ,psychographic, and behavior segments on the Internet. Given the changes in Internet user profiles and the evolution of new segmentation schemes ,marketers should consult the key sources of information cited in these sections to obtain more information when planning segmentation and targeting strategies.
Geographic Segments
(%%%%5)For example ,McDonald’s serves beer in its German restaurants and sake in its Japanese restaurants . conversely ,a restaurant in San Francisco may use a niche strategy by targeting only local residents.
Product distribution strategy is a driving force behind geographic segmentation. A consumer goods company such as Kraft will want to reach only customers in countries where it distribution products . similarly, firms offering services online will only sell to geographic areas where they can provide customer service . before an organization decides to serve the Web community ,it must examine the proportion of Net users in its selected geographic targets . Consider Posadas ,the leading hotel chain in Mexico Web pages in Spanish and English . Posadsa focused heavily on the U.S. market and built its first site for the United States because it recognized that Internet penetration was much higher in that country than in Latin American countries.
Important Geographic Segments for E-Marketing
(%%%%%%%%7) Bear in mind that these figures represent one point in time during 2002 ,and that Internet usage statistics vary widely depending on who conducts the study . nonetheless ,these 11 countries represent good marketers for new technology because they are quite Internet savvy. As previously mentioned ,e-marketers using geographic variables for segmentation also 执行uate online markets by region ,city ,urban area ,and so forth .for instance ,the entire North American and Scandinavian regions contain attractive markets , and most urban areas such as Cairo ,Egypt are more wired than are rural areas . marketers are also watching the People’s Repubic of china –it is poised to become a huge online market in the future .
(%%%%%%8)In 2001 Sweden and Norway held the top two positions as the world’s dominant information economics ,with the United States in fourth place. In part ,this is because the two countries have quite high mobile Internet access .Many factors indicate market viability for e-commerce and other e-business activities ,as explained in chapter 15 and 16.
English is no longer the language of most Web pages and online bulletin boards, a major change from just two years ago . one study revealed the following top Internet languages :English(42%),Japanese(9%),Chinese (9%),Spanish (7%), and German(7%).(%%%%%%%%%%%%%9) Unfortunately, Web developers in many Asian and Middle Eastern countries face technical challenges because local languages require double-byte character sets (versus single byte for romance languages )and ,therefore ,need more database and transaction customization and complicated search algorithms . these and other barriers to Internet adoption discussed in Part 4 of this book can affect marketers’ segmentation strategies.
Demographic Segments
(%%%%%%%%%10) according to insight express ,76% of U.S. users are 18 to 49 years old ,and 25 %are over 50 . the annual average household income of a user is about $50,000 and the population is almost equally divided by gender ,with 51% female
2006-05-16 15:23:20-
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