Marketing decisions · 营销决策
| English | 中文 | Pinyin · 拼音 |
|---|---|---|
| segmentation/ˌseɡmənˈteɪʃn/ | 市场细分 | shì chǎng xì fēn |
| primary research/ˈpraɪməri rɪˈsɜːtʃ/ | 一手研究 | yī shǒu yán jiū |
A decision you can investigate
- A survey of existing customers says everyone likes a product, but few new people buy it.
- The sample may exclude the people the firm wants to reach.
一个你可以调查的决策
- 针对现有客户的调查显示所有人都喜欢该产品，但很少有人购买。
- 样本可能排除了企业希望触达的目标人群。
Build the explanation
- Segmentation 市场细分 groups customers with similar needs. Targeting chooses groups, and positioning defines the intended perception relative to rivals.
- Primary research 一手研究 is gathered for the current purpose; secondary research was collected for another purpose.
构建解释
- 市场细分 将具有相似需求的客户分组。目标选择确定特定群体，定位则定义相对于竞争对手的预期感知。
- 一手研究 是为当前目的而收集的数据；二手研究则是为其他目的收集的。
Match the terms to their precise meanings. · 将术语与其精确含义匹配。
Use these definitions in the particular context of Marketing decisions. · 在营销决策的特定语境中使用这些定义。
Work through the evidence
- Before a launch, sample potential users as well as existing customers. Compare preferences with willingness to pay and actual trial purchases.
- Align product, price, place, promotion, people, process and physical evidence with the chosen position.
梳理证据
- 发布前，除现有客户外，还应抽取潜在用户作为样本。比较偏好、支付意愿与实际试用购买行为。
- 将产品、价格、渠道、促销、人员、流程及有形展示与选定的定位保持一致。
Why is the customer-only survey weak for the new market? · 为何仅针对客户的调查对于新市场而言较为薄弱？
Before a launch, sample potential users as well as existing customers. Compare preferences with willingness to pay and actual trial purchases. Align product, price, place, promotion, people, process and physical evidence with the chosen position. · 发布前，除现有客户外，还应抽取潜在用户作为样本。比较偏好、支付意愿与实际试用购买行为。将产品、价格、渠道、促销、人员、流程及有形展示与选定的定位保持一致。
Test the limits
- Large biased samples remain biased. Survey intention is not the same as purchase behaviour.
- HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign.
测试极限
- 大样本若存在偏差仍具偏差。调查意图并不等同于实际购买行为。
- 高阶（HL）包含销售预测与国际营销：应测试假设及当地情境，而非简单移植某一成功活动。
Which caution belongs to this particular task? · 哪项注意事项适用于此特定任务？
Large biased samples remain biased. Survey intention is not the same as purchase behaviour. HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign. · 大样本若存在偏差仍具偏差。调查意图并不等同于实际购买行为。高阶（HL）包含销售预测与国际营销：应测试假设及当地情境，而非简单移植某一成功活动。
The explanation in this lesson makes a conditional claim; relevant context and evidence still matter. · 本课的解释提出了条件性主张；相关背景和证据仍然重要。
HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign. · HL包括销售预测和国际营销：应检验假设和本地环境，而非简单移植单一成功案例。
Apply and explain your answer
- Why is the customer-only survey weak for the new market?
- It excludes non-customers whose needs may differ.
应用并解释你的答案
- 为何仅针对现有客户的调查对开拓新市场而言效力不足？
- 它排除了非客户群体，而这些群体的需求可能截然不同。
Choose the two statements supported by this lesson. · 选择本课支持的两项陈述。
The concept and worked evidence support these claims; the stated limits rule out the universal shortcut. · 概念和推演证据支持这些主张；明确的限制排除了普遍捷径。
Use the terms precisely
- segmentation: Dividing a market into groups with similar needs.
- primary research: Data collected directly for the current research purpose.
精确使用术语
- 市场细分：将市场划分为具有相似需求的群体。
- 一手研究：直接为当前研究目的收集的数据。
Before a launch, sample potential users as well as existing customers. Compare preferences with willingness to pay and actual trial purchases. Align product, price, place, promotion, people, process and physical evidence with the chosen position.
Large biased samples remain biased. Survey intention is not the same as purchase behaviour. HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign.
Segmentation groups customers with similar needs. Targeting chooses groups, and positioning defines the intended perception relative to rivals.
发布前，除现有客户外，还应抽取潜在用户作为样本。比较偏好、支付意愿与实际试用购买行为。将产品、价格、渠道、促销、人员、流程及有形展示与选定的定位保持一致。
大样本若存在偏差仍具偏差。调查意图并不等同于实际购买行为。高阶（HL）包含销售预测与国际营销：应测试假设及当地情境，而非简单移植某一成功活动。
市场细分将具有相似需求的客户分组。目标选择确定特定群体，定位则定义相对于竞争对手的预期感知。