2023年全國碩士研究生考試考研英語一試題真題（含答案詳解+作文范文）_第1頁
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1、0外文翻譯原文Title:BankionDecisionsMarketSegmentationMaterialSource:BankionDecisionsAuth:W.ThomasersonInananalysisofmarketingactivitiesinserviceindustriesGegeBarksdaleconcludedthatalthoughserviceindustrieshaveexperiencedunprec

2、edentedexpansioninrecentyears“themarketingfunctionappearstobelessstructuredinservice.companiesthaninmanufacturingfirms....Fragmentationofmarketingactivitiesinservicefirmsholdstruefallcomponentsofthemarketingmix.“Meoverse

3、rvicefirmsappeartoallocatearelativelysmallerproptionoftheiroperatingbudgetstomarketingactivitythanmanufacturingfirms.Marketinghastraditionallybeentheneglectedstepsisterinmostserviceindustries.Nowherehasthisbeenmeevidentt

4、haninthemarketfcommercialbankingservices.Bankinghashisticallyhadanapparentimmunityfrommarketing.YetoneunalterablefactofmarketinglifeconfrontseverybankfromBankofAmericaFirstNationalCitywiththeirbillionsindepositsbranchest

5、hewldovertothesmallestoneofficecountrybank:Moneyisacommodityonebanksproductisnogreenercrisperthananothers.Onlyrecentlyhasthecommercialbankingindustrybeguntolearnimplementmarketingtechniquesthatotherindustriesapplieddecad

6、esago.DonaldH.GerdtsaNewYkbankingconsultantconcurs:Nomatterhowmanycomputersyouinstallwhatstofmanagementstructureyouusewhatkindofeconomicplanningyoudoitsallfnothingunlessyouknowhowtopackagesellyourproducttopositionitinthe

7、marketplace.Packagedgoodscompaniescallit“productdifferentiation.“Manybankersdontcallitanythingbecausetheystillhaventdiscoveredwhatitsallabout.Wherethebankingcommunityhasacceptedmarketingpracticesmarketingresearchaimedatd

8、elineatingmarkettaigetsfprogrammingpurposesisoftenfocusedonconsumerdemographicsociopsychologicalacteristicsratherthanonthecriteriausedbycustomersinmakingbankiondecisions.Henceproductservicepackagespromotionalprogramsaref

9、requentlymisdirectedtowardconsumeracteristicsthatmayinno2stratawithrespecttotheoccupationeducationofthechiefwageearnerannualfamilyincome.Thefirststageintheanalysiswastocalculatethefifteendeterminantattributescesfeachofth

10、e466respondents.Anexaminationoftherankderofthefifteenattributesindicatestherelativeimptanceattachedtothevariousbankioncriteria.Thesecondstageoftheanalysisinvolvedaclusteranalysisoftherespondentsonthebasisofthefifteendete

11、rminantattributescestoassesstheconsistencyofopinionwithinthesampleregardingtherelativeimptanceofbankioncriteria.Thiswasdonetodeterminethepossibleexistenceofdistinctiveconsumertypologiesdifferingastotherelativesignificanc

12、eassociatedwithbankioncriteriawhichmightprovideabasisfmarketsegmentationprogramming.Anonhierarchicalclusteringroutinewasusedtohelpdeterminethemostappropriatenumberofbankcustomerclusterstolookftheexistenceofimptantdiffere

13、nceswithinthegroupofrespondents.Thepurposeoftheclusteringroutineusedwastoextractcustomerclustershavingmaximalintraclustersimilarityinterclusterdissimilarity.Thatisthetechniqueisolatesmarketsegmentsthatarebothmaximallyhom

14、ogeneousinternallymaximallydifferentiatedintermsoftheirdeterminantattributescesthusprovidingafocusfmarketingprogramming.Thefinalstageoftheanalysisinvolvedanattempttodistinguishthetwogroupsofbankcustomersthatwereisolatedb

15、ymeansoftheclusteranalysisonthebasisofthe20demographicvariableslistedinTable2.Itwashopedthatthisprocedurewouldprovideafocusfmarketsegmentationthedesignofpatronageappeals.FindingsDeterminantAttributeAnaiysisTable1presents

16、findingswithrespecttotherelativedeterminanceofbankioncriteria.Resultsoftheanalysisfthetotalsampleindicatethatthebankiondecisionisbasedprimarilyonfivedeterminantioncriteria:friendsrecommendationsreputationavailabilityofcr

17、editfriendlinessservicegesoncheckingaccounts.Specialservicesfwomenyouthsnewaccountpremiumsgiftsappeartobeunifmlyinsignificantbankioncriteria.Theclusteranalysisproducedtwoquitedistinctgroupsof256210respondents.Thedetermin

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