13.1 Differences are Important

13.1. 1Why Differences are Important

Market segmentation （市场细分）is based on differences between groups of consumers.

One commonly used basis for market segmentation is the discovery of differences that are the following:

Statistically significant 统计上显著

Meaningful 有意义

Stable 稳定

Actionable differences 可操作性

13.1.2 Why Differences Are Important
Market Segmentation

Differences must be statistically significant: the differences found in the sample(s) truly exist in the population(s) from which the random samples are drawn.

样本中的差异真实存在于作为随机样本源的总体中。

Differences must be meaningful: one that the marketing manager can potentially use as a basis for marketing decisions.

具有统计上的显著性并不能保证差异是“有意义”的（统计上的显著性在很大程度上是由样本容量决定的）

Differences should be stable: one that will be in place for the foreseeable future.

Differences must be actionable: the marketer can focus various marketing strategies and tactics, such as product design or advertising, on the market segments to accentuate the differences between segments.

营销人员能够利用不同细分市场之间的差异制定不同营销战略。

营销人员需要根据市场细分的规模和利润率来评估差异的可操作性。