电子商务英语（第三版）unit 9

电子商务英语（第三版）E-MarketingUNIT

9A1.TomasterthevariouselementsofE-marketing.掌握网络营销的多种要素。2.TocomprehendcorrectlythesignificanceofE-marketing.准确理解网络营销的重要性。LearningTargets点击添加文本点击添加文本点击添加文本点击添加文本TextE-MarketingMarketingResearch（PartA）Marketingresearchisthesystematicgathering，recording，andanalyzingofinformationforguidingmarketingdecisions.点击添加文本点击添加文本点击添加文本点击添加文本TextE-MarketingMarketingResearch（PartA）Marketingresearchisoftenpartitionedintotwosetsofcategoricalpairs，eitherbytargetmarket：consumermarketingresearch，andbusiness-to-business（B2B）marketingresearch.Oralternatively，bymethodologicalapproach：qualitativemarketingresearch，andquantitativemarketingresearch.点击添加文本点击添加文本点击添加文本点击添加文本TextE-MarketingMarketingResearch（PartA）consumermarketingresearch1business-to-business（B2B）marketingresearch2点击添加文本点击添加文本点击添加文本点击添加文本TextE-MarketingMarketingResearch（PartA）21qualitativemarketingresearchquantitativemarketingresearch.点击添加文本点击添加文本点击添加文本点击添加文本TextE-MarketingMarketingResearch（PartA）Themarketingresearchprocess：analyzingdata，interpretingtheresearchinformation，drawingaconclusion.definingtheproblems，creatingaresearchdesign，collectingdata，点击添加文本点击添加文本点击添加文本点击添加文本TextE-MarketingPricingDecisions（PartB）PriceisveryimportantwhendealingwithE-commerceproblems.Pricecanbeakeyissuewhentryingtoincreasedemandorwhendecreasingdemand.点击添加文本点击添加文本点击添加文本点击添加文本TextE-MarketingPricingDecisions（PartB）Thetwotypicalpricingmethodsareskimmingandpenetration.01skimming02penetration点击添加文本点击添加文本点击添加文本点击添加文本TextE-MarketingPricingDecisions（PartB）Toincreasedemand，E-commercecompaniesneedtofocusonpenetratingthemarket.Pricingofaproductcanreducedemandwithoutreducingprofit.点击添加文本点击添加文本点击添加文本点击添加文本TextE-MarketingSelectionofPromotionMixElements（PartC）Variousaspectsofaproductinfluenceafirm'sselectionofpromotionmixelements.“On-andoff-line”marketerstypicallysegmenttheirmarketsaccordingtoagegroup，gender，geographicallocation，andothergeneralfactors.Marketersareabletopositiontheiractivitiesandlocations.点击添加文本点击添加文本点击添加文本点击添加文本TextE-MarketingPricingDecisions（PartB）Thesize，geographicdistribution，anddemographiccharacteristicsofafirm'stargetmarketgreatlyinfluencethechoiceofpromotionelements.sizegeographicdistributiondemographiccharacteristics点击添加文本点击添加文本点击添加文本点击添加文本TextInformationSysteminManagingMarketLogistics（PartB）Atargetmarket'sdemographics—age，income，education，socialclass，occupation—alsoinfluencethepromotionmix.Atargetmarket'sdemographicsABCDEageincomeeducationsocialclassoccupation点击添加文本点击添加文本点击添加文本点击添加文本TextMediaSelection（PartD）Oneofthemostimportantdecisionsindevelopinganadvertisingstrategyisthemediathroughwhichtheadtransitsthefirm'smessage.Themediathemarketerselectsmustbecapableofaccomplishingthecommunicationobjectivesofinforming，persuading，andremindingpotentialcustomersoftheproducts.点击添加文本点击添加文本点击添加文本点击添加文本TextMediaSelection（PartD）Broadcastmediaincludetelevisionandradio.Newspapers，magazines，outdooradvertising（suchaspostersandbulletinsetc.）representthemajortypesofprintmedia.TheInternetisanewmedium.01Broadcastmedia02printmedia03newmedium点击添加文本点击添加文本点击添加文本点击添加文本TextPackaging（PartE）Packaginginvolvesdesigningaproductcontainerthatwillidentifytheproduct，protectit，andattracttheattentionofbuyers.Itisimportanttobothconsumersandmanufacturers.点击添加文本点击添加文本点击添加文本点击添加文本TextPackaging（PartE）Originally，packagesweredesignedmostlyfortheirfunctionalvalue：theyprotectproductsfromdamageorspoilage.Todaypackagingalsohassignificanceasamarketingtool.functionalvalueamarketingtoolOriginallynow点击添加文本点击添加文本点击添加文本点击添加文本TextPackaging（PartE）

packagesPackagingneedstobecleanandobvious.Packagescanalsoofferthebuyerconvenience.Likebrandnames，packagesshouldevoketheproduct'simageandcommunicateitsvalue.点击添加文本点击添加文本点击添加文本点击添加文本TextBrandNames（PartF）Effectivebrandnamesareeasytopronounce，recognize，andremember.点击添加文本点击添加文本点击添加文本点击添加文本TextBrandNames（PartF）

0201Brandnamesshouldalsogivebuyersthecorrectconnotationoftheproduct’simage.Thebrandnamemustalsobelegallyprotectable.****点击添加文本点击添加文本点击添加文本点击添加文本TextObtainingCustomerFeedback（PartG）Asafirststepinboostingcustomersatisfaction，acompanymustcompilefeedbackregardingitspresentperformance.点击添加文本点击添加文本点击添加文本点击添加文本TextObtainingCustomerFeedback（PartG）Mostfirmsusereactivemethodssuchastoll⁃freecustomerservicetelephonelinestomonitorcustomerfeedback.点击添加文本点击添加文本点击添加文本点击添加文本TextObtainingCustomerFeedback（PartG）Afewcompaniesmayevengotothelengthofhiringmysteryshoppers，professionalwhovisitorcallbusinessposingasroutinecustomersandevaluateservicesrendered.点击添加文本点击添加文本点击添加文本点击添加文本TextObtainingCustomerFeedback（PartG）Anymethodthatmakesiteasierforcustomerstocomplainbenefitsafirm.Customercomplaintsofferorganizationstheopportunitytoovercomeproblemsandprovecommitmentstoservice.点击添加文本点击添加文本点击添加文本点击添加文本TextConsumers’BuyingBehavior（PartH）Consumersmakingpurchasedecisionsfollowaseriesofsteps.Thebuyingprocessbeginswhenaconsumerrecognizesaproductneedorwant.Anadvertisement，afreesample，oraproductdisplaycantriggerneedrecognition.Thebuyerthensearchesforinformationaboutandcomparesalternativeproducts.Afterevaluatingthedifferentoptions，theconsumerdecidesonaproduct，usesit，anddetermineshowwellitperformsormeetsexpectations.Theconsumer'slevelofsatisfactionordissatisfactiondeterminesfuturepurchases.点击添加文本点击添加文本点击添加文本点击添加文本TextConsumers’BuyingBehavior（PartH）Severalfactorsaffectthebuyingdecisionsofconsumers.Peopleareinfluencedbysocialfactors（e.g.，familymembers，peers），psychologicalfactors（e.g.，attitudes，personality），personalcharacteristics（e.g.，age，education），andspecificconditionsthatexistatthetimeofapurchasedecision.点击添加文本点击添加文本点击添加文本点击添加文本TextConsumers’BuyingBehavior（PartH）specificconditionsthatexistatthetimeofapurchasedecision.psychologicalfactorspersonalcharacteristicssocialfactors点击添加文本点击添加文本点击添加文本点击添加文本TextFunctionsofMarketingIntermediaries（PartI）Amarketingchannelisagroupofinterrelatedorganizationthatdirectstheflowofproductsfromproducertoultimatecustomers.Thechannelsarealsocalledmarketingintermediaries.Thetwomajorcategoriesofmarketingintermediariesarewholesalersandretailers.点击添加文本点击添加文本点击添加文本点击添加文本TextFunctionsofMarketingIntermediaries（PartI）Thetwomajorcategoriesofmarketingintermediariesarewholesalersandretailers.retailerswholesalers点击添加文本点击添加文本点击添加文本点击添加文本TextFunctionsofMarketingIntermediaries（PartI）Marketingintermediariesarevitalincreatingplace，time，andpossessionutilities.Theyensurethatproductsareavailableonatimelybasiswheretheyareneeded.Eliminatingintermediariesdoesnoteliminatetheneedfortheirservices，suchasstorage，delivery，andprovidingaproductassortment.systematic［ˌsistə′mætik］ adj.有系统的，体系的ongoing［′ɔngəuiŋ］ adj.不间断的，继续存在的点击添加文本点击添加文本点击添加文本点击添加文本NewWordsproactive［prəu′æktiv］ adj.预先性的reactive［ri′æktiv］ adj.反应性的点击添加文本点击添加文本点击添加文本点击添加文本NewWordscoupon［′ku：pɔn］ n.优惠券sweepstake［′swi：psteik］ n.抽奖点击添加文本点击添加文本点击添加文本点击添加文本NewWordsmarketer［′mɑ：kitə］ n.营销人员，经销商accomplish［ə′kɔmpliʃ］ v.完成，实现点击添加文本点击添加文本点击添加文本点击添加文本NewWordsposter［′pəustə］ n.海报spoilage［spɔilidʒ］ n.损坏点击添加文本点击添加文本点击添加文本点击添加文本NewWordsappealing［ə′pi：liŋ］ adj.引起兴趣的，动人的typeface［′taipfeis］ n.印出的文字点击添加文本点击添加文本点击添加文本点击添加文本NewWordsicon［′aikɔn］ n.图像，图符，画像innovation［inə′veiʃən］ n.创新，革新点击添加文本点击添加文本点击添加文本点击添加文本NewWordsfacilitate［fə′siliteit］ v.使便利mustard［′mʌstəd］ n.芥末点击添加文本点击添加文本点击添加文本点击添加文本NewWordssqueezable［′skwi：zəbl］ adj.易压缩的，易压榨的，可压缩的jelly［′dʒeli］ n.果冻点击添加文本点击添加文本点击添加文本点击添加文本NewWordsketchup［′ketʃəp］ n.番茄酱aseptic［ei′septik］ adj.无菌的点击添加文本点击添加文本点击添加文本点击添加文本NewWordspatent［pætnt］ n./v.专利/申请专利点击添加文本点击添加文本点击添加文本点击添加文本NewWordsinresponseto 响应，回应takeintoaccount 考虑，注意，顾及，体谅点击添加文本点击添加文本点击添加文本点击添加文本NewWordsonthecontrary 正相反matchwith 使……和……相配点击添加文本点击添加文本点击添加文本点击添加文本PhrasesandExpressionscaptureone'sattention吸引某人的注意salesquota 销售定额点击添加文本点击添加文本点击添加文本点击添加文本PhrasesandExpressionspromotionmix 营销传播组合playemphasison 强调，重视点击添加文本点击添加文本点击添加文本点击添加文本PhrasesandExpressionspumpdispenser （食品、化妆品等）压泵式包装microwavepacks 微波包装点击添加文本点击添加文本点击添加文本点击添加文本PhrasesandExpressionsdesserttoppings 甜点配料insectrepellent 驱虫剂点击添加文本点击添加文本点击添加文本点击添加文本PhrasesandExpressions点击添加文本点击