上一篇：《企業(yè)家指導你發(fā)展客戶》概念解釋1：首批受用人

Segmentation
市場細分

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.
簡而言之：將較大的市場以客戶特點和需求分割為小規(guī)模的特定市場。

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.
市場細分的一個疑問在于到底是細分顧客還是行業(yè)。更加精準的定義一下：分部市場是由喜好相同，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，但兩個群體間沒有建立關(guān)聯(lián)，那么他們就不處于同一個市場中。相同的，如果地點一樣，做的事情和所負責的方面卻都彼此相差甚遠，那么他們以不會在同一個市場體系中。之所以要加以分類，是為了你的銷售和市場工作有個更精準的定位。

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)鍵點在于，各部門的每一個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。
·軟性知識來源（例如：PR，推薦書目等）告訴我們事實如此。

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“妥妥兒的”分部市場。畢竟丈量一樁業(yè)務(wù)時，給各個分部市場自定義商品特性，修改市場活動和執(zhí)行銷售流程是一件很難完成的事。

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