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English英语译成Chinese汉语: Operational Leadership--运营领导力 General field: 商务/金融 Detailed field: 金融（普通）
原文文本 - English英语 Enhancing customer value through target segmentation is one of the primary means of delivering superior stakeholder value. As previously stated, selling all things to all people is a sure path to ‘average’, and average is a measure of mediocrity. Finally, demographics are likely to drive customer channel choice.
The academic marketing literature proposes three main segmentation approaches. The first is demographic segmentation, the objective of which is to define groups based on variables such as the following: age, location, gender, income level, education level, marital or family status, occupation and ethnic background. The second is psychographic segmentation where the marketing expert considers personal characteristics of an individual and these include such things as: personality, attitudes, values, interests/hobbies, lifestyles and behaviour. The third is behavioural segmentation where the defining variables are based on customers’ attitude to the banking o#er. A subset of this market segmentation option is called benefit segmentation that is based on the benefits or value customers seek in purchasing the bank product/service. In a sense, it is needs segmentation.4
In an interesting paper,5 Yorke posits that “market segments should fit three criteria: be measurable; be accessible; be substantial”.
After the bank has decided on its market segments, the next step is to create a segment profile – that to find what variables drive demand for the retail bank products. I view this as determining customer demand - that is, what product features consumers are willing to pay for? This is an important activity that seeks to determine the main preferences of consumers in the segment.
Note that segmentation may be used to design branches to serve specific segments (i.e. mass- and affluent-specific branches at Standard Chartered).
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MA in Interpreting from the University of Newcastle upon Tyne, BA in Chinese Language and Literature, native Chinese speaker (Mandarin).
Strong experience in both interpreting and translating. Previous clients of interpreting include City of London, Royal Bank of Scotland, London Stock Exchange, Lloyd's (the insurance market), British Venture Capital Association, China-Britain Business Council, the Scottish government, the Chinese Trust Association, etc., ranging from visits, exchange programmes, training missions, and business negotiations. 20K+ words of translation on retail banking and related topics (English to Chinese). Other areas also covered, including public administration and management, emergency planning, human resource management, legal linguistics, etc.
Rui Bi has had very positive feedback in previous cases. Comments include 'natural and professional delivery, in-depth grasp of the topic' and 'timely submission with satisfactory quality'. All business contacts are welcome.
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