上一篇：《企業(yè)家指導(dǎo)你發(fā)展客戶》概念解釋1：首批受用人

Segmentation
市場(chǎng)細(xì)分

In a nutshell:The practice of breaking down larger market into smaller identifiable group of users who share specific needs and who reference each other.
簡(jiǎn)而言之：將較大的市場(chǎng)以客戶特點(diǎn)和需求分割為小規(guī)模的特定市場(chǎng)。

Market segmentation is often confused with customer profile or industry verticals.The definition is a bit more sophisticated:Market segments are comprised of like people,who share a common interest,who have access to each other and who look to one another as a trusted reference.If a customer prospect in California shares a need with a prospect in Zaire,but they do not share a means of communication ,they are in separate segments.Similarly,if both prospects are in New York,but work in very different industries and have different respnsibilities,they are likely to be in different segments.You tret them that way,because typically,your marketing and sales must target each differently.
市場(chǎng)細(xì)分的一個(gè)疑問在于到底是細(xì)分顧客還是行業(yè)。更加精準(zhǔn)的定義一下：分部市場(chǎng)是由喜好相同，購買傾向相仿的人群組成的。換言之，如果加利福尼亞的客戶傾向與扎伊爾的需求相仿，但兩個(gè)群體間沒有建立關(guān)聯(lián)，那么他們就不處于同一個(gè)市場(chǎng)中。相同的，如果地點(diǎn)一樣，做的事情和所負(fù)責(zé)的方面卻都彼此相差甚遠(yuǎn)，那么他們以不會(huì)在同一個(gè)市場(chǎng)體系中。之所以要加以分類，是為了你的銷售和市場(chǎng)工作有個(gè)更精準(zhǔn)的定位。

The point isn’t that the individuals within a segment do communicate with each other,but rather that they “have access”to do so.
關(guān)鍵點(diǎn)在于，各部門的每一個(gè)人不是需要彼此建立起聯(lián)系，而是“能夠”被建立起聯(lián)系。

The reasoning is :
·Word of mouth regarding products works best among those who share a need and a means to communicate a solution.
·“Access to each other”indicates a common methodology to reach them,
·Indirect knowledge(e.g.PR,testimonials,etc)of like individuals buying a product is a powerful influence.
原因如下：
·流傳下來的商品在喜好相仿，能夠建立聯(lián)系的市場(chǎng)中擁有最好銷量。
·“可建關(guān)系”意味著發(fā)展這一類客戶有通用的方法。
·軟性知識(shí)來源（例如：PR，推薦書目等）告訴我們事實(shí)如此。

One of the basic tenets of moore’s Crossing the Chasm is that one should choose one segment with which you establish a “beachead on the shores”of the early majority.Attempting to scale a business when forced to customize products,tailor marketing activities and execute sales processes for multiple segments is a difficult proposition.
摩爾此書的宗旨之一是在早期用戶群里找到一個(gè)“妥妥兒的”分部市場(chǎng)。畢竟丈量一樁業(yè)務(wù)時(shí)，給各個(gè)分部市場(chǎng)自定義商品特性，修改市場(chǎng)活動(dòng)和執(zhí)行銷售流程是一件很難完成的事。

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