A practical yet meaningful approach to customer segmentation[外文翻譯]

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1、畢業(yè)論文（設(shè)計(jì)）外文翻譯Apracticalyetmeaningfulapproachtocustomersegmentation原文:IntroductionTherearemanyanalyticmethodsformarketsegmentation.DemographicSegmentationisthemosttraditionalapproachtosegmentation.Newerapproacheshavealsotakenintoconsiderationbuyerattitudes,motivations,patternso

2、fusageandpreferences.Companiesthatcapturecustomerandpurchaseinformationusesuchinformationtoanalyzeandmarkettotheircustomerbase.Thispracticehascometobeknownasdatabasemarketing.Inthepastdecade,decliningcostsoftechnologyalongwithadesiretobetterunderstandcustomersandtoenhanceandm

3、easuremarketingeffortshaverapidlyexpandedtheuseofdatabasemarketingacrossavarietyofindustries.Indeed,analysisofcustomerandpurchaseinformationhasbecomethefoundationofdatabasemarketingpractice.Adeeperunderstandingofcustomershasvalidatedthevalueoffocusingonthem.Itisnowgenerallyac

4、ceptedthatitcostsaboutfivetimesmoretogainanewcustomerthantokeepanexistingone,andtentimesmoretogetadissatisfiedcustomerback(Massnick,1997).Studiesacrossnumerousindustrieshavealsoshownthatafive-pointincreaseincustomerretentioncanincreaseprofitsbymorethan25percent(Reichheld,1996

5、).Withnumberslikethese,itisnowonderthatdatabasemarketingisquicklybecomingapowerfultoolformainstreambusinesses.Itisexpectedthattheoverallmarketforsoftwareandservicesusingdataminingtechnologywillgrowfromapproximately$3.3billionin1996,tomorethan$8billionby2001(MetaGroup,1997).Dr

6、ivingsuchrapidgrowtharedatabasemarketingapplicationssuchas:?Customerretention;?Cross-sellingandup-selling;?Campaignmanagement;?Market,channel,andpricinganalysis;andcustomersegmentationanalysis.Whiletheavailabilityofcustomerpurchaseinformationhasallowedmarketerstodevelopricher

7、,moresophisticatedcustomersegmentationschemes,simplicityhasalsoprovenitsplace.Foryears,catalogcompaniesandotherdirectmarketershaveusedRFM(recency,frequencyandmonetaryvalue)analysistosegmenttheircustomerbaseandoptimizethepurchaseresponseratesoftheirmarketingefforts(Hughes,1994

8、).Timeandtimeagain,RFMhasbeenchallengedbyinnovativeconceptualapproac