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

1、畢業(yè)論文（設計）外文翻譯Apracticalyetmeaningfulapproachtocustomersegmentation原文:IntroductionTherearemanyanalyticmethodsfmarketsegmentation.DemographicSegmentationisthemosttraditionalapproachtosegmentation.Newerapproacheshavealsotake

2、nintoconsiderationbuyerattitudesmotivationspatternsofusagepreferences.Companiesthatcapturecustomerpurchaseinfmationusesuchinfmationtoanalyzemarkettotheircustomerbase.Thispracticehascometobeknownasdatabasemarketing.Inthep

3、astdecadedecliningcostsoftechnologyalongwithadesiretobetterunderstcustomerstoenhancemeasuremarketingefftshaverapidlyexpedtheuseofdatabasemarketingacrossavarietyofindustries.Indeedanalysisofcustomerpurchaseinfmationhasbec

4、omethefoundationofdatabasemarketingpractice.Adeeperunderstingofcustomershasvalidatedthevalueoffocusingonthem.Itisnowgenerallyacceptedthatitcostsaboutfivetimesmetogainanewcustomerthantokeepanexistingonetentimesmetogetadis

5、satisfiedcustomerback(Massnick1997).Studiesacrossnumerousindustrieshavealsoshownthatafivepointincreaseincustomerretentioncanincreaseprofitsbymethan25percent(Reichheld1996).Withnumbersliketheseitisnowonderthatdatabasemark

6、etingisquicklybecomingapowerfultoolfmainstreambusinesses.Itisexpectedthattheoverallmarketfsoftwareservicesusingdataminingtechnologywillgrowfromapproximately$3.3billionin1996tomethan$8billionby2001(MetaGroup1997).Drivings

7、uchrapidgrowtharedatabasemarketingapplicationssuchas:?Customerretention?Crosssellingupselling?Campaignmanagement?Marketchannelpricinganalysiscustomersegmentationanalysis.Whiletheavailabilityofcustomerpurchaseinfmationhas

8、allowedmarketersGroup4:R=90180daysF=180daysF=6timesM=180daysF=6timesM=$100$250Group27:R=180daysF=6timesM=$250CloserexaminationoftheRFManalysishighlightedthecolinearityoftheFrequencyofPurchasethetotalMoaryValuevariables.T

9、hatisanadditionalpurchasebyagivencustomerresultsinanincreaseinthetotalmoaryvalueofthatcustomer.GiventhisfindinglesEdmundson(alsoaprincipalatTargetSmart[1]Inc.)suggestedusingAveragePurchaseAmountinsteadofthetotalMoaryValu

10、eofacustomer.Indoingsoweremovedthecolinearitybetweenthetwovariables.AlsofthesakeofgreaterclaritythevariableFrequencyofPurchasewaschangedtoNumberofPurchases.ThesechangesrepresentedrefinementsoverconventionalRFManalysishow

11、evertheydidnotresolvetheproblemofendingupwithtoomanysegmentstointerprettowkwith.WhatwasneededwasasimplifiedmepracticalversionofRFM.VariableValue1Value2Value3Recencyofpurchase180daysFrequencyofpurchase6timesMoaryvalue(tot

12、al)$250NumberofPurchasesAveragePurchaseAmount.ThethirdvariableRecencyprovidesinterestinginfmationthatcanbecombinedwiththetwokeyvariablesbutsocanotherimptantvariablessuchasTypeofPurchaseLengthofRelationship.UsingjustFrequ

13、encyofPurchaseAveragePurchaseAmountwaspartoftheanswertheotherwassimplifyingthesegmentationtoa22matrix.Matriceshavebeeneffectivelyusedtoassistintheunderstingofinfmationfdecisionmakingpurposes.Perhapsthemostcommonlyknownma