《企业家指导你发展客户》概念解释2:细分

时间:2017-03-16   栏目:职场英语口语  点击:

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Segmentation市场细分

In a nutshell:The practice of breaking down larger market into smaller identifiable group of users who share specific needs and who reference each other.简而言之:将较大的市场以客户特点和需求分割为小规模的特定市场。

Market segmentation is often confused with customer profile or industry verticals.The definition is a bit more sophisticated:Market segments are comprised of like people,who share a common interest,who have access to each other and who look to one another as a trusted reference.If a customer prospect in California shares a need with a prospect in Zaire,but they do not share a means of communication ,they are in separate segments.Similarly,if both prospects are in New York,but work in very different industries and have different respnsibilities,they are likely to be in different segments.You tret them that way,because typically,your marketing and sales must target each differently.市场细分的一个疑问在于到底是细分顾客还是行业。更加精准的定义一下:分部市场是由喜好相同,购买倾向相仿的人群组成的。换言之,如果加利福尼亚的客户倾向与扎伊尔的需求相仿,但两个群体间没有建立关联,那么他们就不处于同一个市场中。相同的,如果地点一样,做的事情和所负责的方面却都彼此相差甚远,那么他们以不会在同一个市场体系中。之所以要加以分类,是为了你的销售和市场工作有个更精准的定位。

The point isn’t that the individuals within a segment do communicate with each other,but rather that they “have access”to do so.关键点在于,各部门的每一个人不是需要彼此建立起联系,而是“能够”被建立起联系。

The reasoning is :
·Word of mouth regarding products works best among those who share a need and a means to communicate a solution.
·“Access to each other”indicates a common methodology to reach them,
·Indirect knowledge(e.g.PR,testimonials,etc)of like individuals buying a product is a powerful influence.原因如下:
·流传下来的商品在喜好相仿,能够建立联系的市场中拥有最好销量。
·“可建关系”意味着发展这一类客户有通用的方法。
·软性知识来源(例如:PR,推荐书目等)告诉我们事实如此。

One of the basic tenets of moore’s Crossing the Chasm is that one should choose one segment with which you establish a “beachead on the shores”of the early majority.Attempting to scale a business when forced to customize products,tailor marketing activities and execute sales processes for multiple segments is a difficult proposition.摩尔此书的宗旨之一是在早期用户群里找到一个“妥妥儿的”分部市场。毕竟丈量一桩业务时,给各个分部市场自定义商品特性,修改市场活动和执行销售流程是一件很难完成的事。

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