英语翻译Patterns of Market SegmentationMarket segments can be bu

英语翻译
Patterns of Market Segmentation
Market segments can be built up in many ways.Instead of looking at demographic or lifestyle segments,we can distinguish preference segments.Suppose ice cream buyers are asked how much they value sweetness and creaminess as two product's attributes.Three different patterns can emerge.
Homogeneous preferences:all the consumers have roughly the same preference.The market shows no natural segments.We would predict that existing brands would be similar and clusters around the middle of the scale in both sweetness and creaminess.
Diffused preferences:at the other extreme,consumer preferences may be scattered throughout the space,indicating that consumers vary greatly in their preferences.The first brand to enter the market is likely to position in the center to appeal to the most people.A brand in the center minimizes the sum of total consumer dissatisfaction.A second competitor could locate next to the first and fight for market share.Or it could locate in a corner to attract a customer group that was not satisfied with the center brand.If several brand are in the market,they are likely to position throughout the space and show real differences to match consumer-preference differences.
Clustered preferences:the market might reveal distinct preference clusters,called natural market segments.The first firm in this market has three options.It might position in the center,hoping to appeal to all groups.It might position in the largest market segment (concentrated marketing).It might develop several brands,each positioned in a different segment.If the first firm developed only one brand,competitors would enter and introduce brands in the other segments.

市场细分的模式
细分市场可以建立在许多方面.而不是在人口或生活方式段来看,我们可以区分优先领域.假设冰淇淋买家会要求两个产品的属性值多少甜蜜和奶油.三种不同的模式才能出现.
齐喜好：所有消费者有大致相同的偏好.市场显示没有自然段.我们可以预测,现有的品牌将是相似的,围绕着两个中等规模的甜味和奶油集群.
扩散偏好：在另一个极端,消费者的喜好可能分散在整个空间,这表明消费者的偏好各有不同,很大.第一个品牌进入市场很可能处于中心位置,呼吁大多数人.在中心品牌最大限度地减少了总的消费者不满的总和.第二个竞争者能够找出未来的第一和市场份额的斗争.或者,它可以在一个角落里找到吸引客户群,这不是与中心的满意品牌.如果几个品牌在市场上,他们很可能在整个空间位置,并显示真正的差异,以符合消费者的偏好差异.
集群偏好：市场可能揭示不同偏好群,被称为天然的细分市场.在这个市场第一家有三个选择.它可能在中心位置,希望呼吁所有群体.它的位置在最大可能的细分市场（集中市场）.它可能发展的几个品牌,定位在每一个不同的段.如果第一个公司只开发一个品牌,竞争对手将进入,并介绍其他部分的品牌.