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1、毕业论文(设计)外文翻译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