CONSUMER ANALYSIS
消费者分析
Consumer Analysis → Market → Competition → Distribution → Marketing Mix → Economics → Revise
Do I intend to segment the market? Why? How?
我打算细分市场吗?为什么?怎样划分？
I skirted around this issue in the buyer behavior section, but the question “Who is our consumer?” is central to the marketing task. If you think you have something that is for everyone, then a mass market strategy is appropriate. If your product satisfies the masses, then feed it to them. If not, you must choose a segment or segments of the market to target. Segments are homogeneous groups of similar consumers with similar needs and desires. For instance, Coca-Cola uses a mass-market approach to get everyone drinking the “real thing.” Snapple, a specialty tea, appeals to a more narrowly defined market segment. It’s priced higher and its bottle is shaped different. Snapple appeals to a special segment of the soft drink market.
在介绍购买行为时，我绕过了这个问题，但是，营销任务的中心问题是：“谁是我的消费者?”如果你觉得自己的东西是为大众提供的，那就适合做出大众市场策略。如果你的产品为大众所接受，那就把产品更多地供应给他们。否则，你就必须选定一个或数个细分市场作为目标市场。细分市场是指同类的消费者群体，他们具有相似的需求和欲望。例如，可口可乐采用面向大众的策略，让所有人来喝“真饮料”。橙汁作为特殊饮料，取悦于较为窄小的细分市场。它的价格略高些，包装瓶也不同。橙汁迎合的是软饮市场的一个特殊细分市场。
Segmentation of the market serves the following functions:
市场细分可以起以下作用：
To identify segments large enough to serve profitably.
确定足够大的细分市场，为之服务并能有利可图
To identify segments that can efficiently be reached by marketing efforts.
确定通过营销努力能够迅速达到的细分市场
To help develop marketing programs.
帮助制订营销方案
By having a definite segment in mind, you can effectively aim and efficiently execute your marketing activities to yield the most sales and profits. Without a target, you risk wasting marketing dollars on disinterested people. There are four major variables used in segmenting consumer markets:
脑子里牢记一个确定的细分市场，你就能有效而迅速地开展有的放矢的营销活动，以赢取最大的销售额和最丰厚的利润。没有目标,你就有把营销资金浪费在对你的产品没有兴趣的人身上的危险。细分消费市场有4个主要的可变因素，即：
Geographic 地理因素
Demographic 人口统计因素
Psychographic 心理因素
Behavioral 行为因素
Source: Pillars of Segmentation – Jordie van Rijn
Geographic Segmentation. Divides the market by country, state, region, county, and city.
地理划分。按国家、州、地区、城市划分市场。
Demographic Segmentation. Divides a population based on the following measurable variables to reach a homogeneous group of people:
人口统计划分。按照以下可测因素划分人口，以获得同类人群体：
Age—Different generations’ different wants and needs
年龄——不同年代人的不同需要和需求
Sex—Gender use and buying patterns
性别——不同性别的使用和购买形式
Income—The ability to purchase
收入——购买力
Marital Status—Family needs
婚姻状况——家庭需求
Family Life Cycle—Starting out, empty nesters, etc.
家庭生命周期——成家、空巢等
Education/Occupation—An indication of the sophistication of the consumer
教育/职业——消费者文化程度的体现
Ethnicity, Religion, and Race—Particular tastes and preferences”
民族、宗教、种族——特殊喜好
Psychographic Segmentation. Divides the market by psychological differences:
心理划分。按照心理差别因素划分市场：
Lifestyle—Activities, interests, and opinions
生活方式——活动、兴趣、观点
Personality—Conservative, risk-taking, status-seeking, compulsive, ambitious, authoritarian, gregarious. (People may have different hot buttons that advertising can try to trigger.)
性格——保守型、冒险型、追求地位型、冲动型、野心勃勃型、独裁型、热爱交际型(人们具有不同的敏感点，可运用广告努力去触动)
Psychographic segmentation is difficult. Personality variables are tougher to identify and quantify than demographics, but they can be valuable.
心理划分是很困难的。性格上的变量因素，同人口统计因素相比，更难以确定和量化，却是极具价值的。
Behavioral Segmentation. Divides the market by observable purchase behaviors:
行为划分。按照显著的购买行为划分市场：
Usage—Amount of use, manner of use, benefits sought
产品使用——使用数量、使用方法、对产品益处的追求
Purchase Occasion—Gift, vacation, seasonal, etc.
购买时机——赠品、假期、季节性等
Brand Loyalty—Loyalty to one product indicates receptiveness to others
品牌忠诚度——对某一产品的忠诚可以表明对其他产品的接受程度
Responsiveness to Price and Promotion—Some groups respond to special marketing efforts more than others. Housewives use more coupons than single professional women.
对价格和促销活动的反应程度——有些人群对特别的营销活动反应较为灵敏，如家庭妇女比单身的职业女性更多地使用优惠券
Marketers must not only select the “right” group of variables but also decide how many to use. The correct number of “useful” variables will identify the most accessible and receptive target, not the most specific. You should use the following criteria to evaluate possible marketing segments:
营销家不仅应选择“正确”的变量群，还要决定如何使用变量。确定“有用变量”的正确数量，可使营销家能够确定最可接近和最易接受的产品目标，而不是最具体的目标。评估可能的细分市场应当运用以下条件：
Measurability—Can you identify the segment? Can you quantify its size?
可定量性——你能否确定这个细分市场?能否量化其规模?
Accessibility—Can you reach the segment through advertising, sales force or distributors, transportation, or warehousing?
可接近性——能否通过广告、销售队伍或分销商、运输商或仓储而抵达细分市场?
Substantiality—Is the segment large enough to bother with? Is the segment shrinking, maturing, or growing?
持久性——该细分市场是否大得值得花费气力?该目标市场是正在萎缩还是正在成熟或增长?
Profitability—Are there enough potential profits to make targeting it worthwhile?
营利性——是否有足够的潜在利润值得以它为目标?
Compatibility with Competition—Are your competitors interested in this segment? Are competitors currently investigating it or is it not worth their trouble?
与竞争对手的可比性——竞争对手是否对该细分市场有兴趣?竞争对手目前是在对其进行调查，还是觉得不值得投入精力?
Effectiveness—Does your company have the capabilities to adequately service this segment?
有效性——你的公司是否有能力为这一细分市场提供有保障的服务?
Defendability—Can you defend yourself against a competitor’s attack?
自卫能力——在竞争对手进攻时你能否保护自己?
Consumer analysis serves to “prime the pump” when you need to form a comprehensive marketing strategy. Do it first so as not to stifle your creativity with the quantitative analysis you will perform as part of the strategy development framework. On a first pass, you can make an “intuitive” choice of a target segment. After the other steps are completed, it can be altered to fit an evolving marketing strategy.
在你需要制定一个综合营销战略时，消费者分析起着“启程”的作用。这部分工作要做在前头，以免你在制定战略框架时所做的定量分析会抑制你的创造力。迈出第一步时，你可以凭“直觉”选定一个细分市场，在完成其他步骤后再根据产生的营销战略做合适的修正。
Reference:
Ten-Day MBA 4th Ed. by Steven Silbiger
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