电子商务英语 参考答案

计算机文化基础Unit1[Ex.1]Answerthefollowingquestionsaccordingtothetext.1.Electroniccommercereferstoawiderangeofonlinebusinessactivitiesforproductsandservices.E-commerceisusuallyassociatedwithbuyingandsellingovertheInternet,orconductinganytransactioninvolvingthetransferofownershiporrightstousegoodsorservicesthroughacomputer-mediatednetwork.2.Themajordifferentkindsofe-commerceare:Business-to-Business(B2B);Business-to-Consumer(B2C);Business-to-Government(B2G);Consumer-to-Consumer(C2C);andMobileCommerce(M-commerce).3.B2Be-commerceissimplydefinedase-commercebetweencompanies.Itdealswithrelationshipsbetweenandamongbusinesses.4.E-marketsaresimplydefinedasWebsiteswherebuyersandsellersinteractwitheachotherandconducttransactions.5.B2Ce-commercereducestransactionscosts(particularlysearchcosts)byincreasingconsumeraccesstoinformationandallowingconsumerstofindthemostcompetitivepriceforaproductorservice.6.ThetwofeaturesB2Ghasare:first,thepublicsectorassumesapilot/leadingroleinestablishinge-commerce;andsecond,itisassumedthatthepublicsectorhasthegreatestneedformakingitsprocurementsystemmoreeffective.7.C2Ccomesinthreeforms:1.auctionsfacilitatedataportal,suchaseBay,whichallowsonlinereal-timebiddingonitemsbeingsoldintheWeb;2.peer-to-peersystems,suchastheNapstermodel(aprotocolforsharingfilesbetweenusersusedbychatforumssimilartoIRC)andotherfileexchangeandlatermoneyexchangemodels;and3.classifiedadsatportalsites8.M-commerceisthebuyingandsellingofgoodsandservicesthroughwirelesstechnology-i.e.,handhelddevicessuchascellulartelephonesandpersonaldigitalassistants(PDAs).9.Industriesaffectedbym-commerceinclude:•Financialservices,includingmobilebanking,aswellasbrokerageservices•Telecommunications;•Service/retail;and•Informationservices10.Threeprimaryprocesseswhichareenhancedine-businessare:productionprocesses,customer-focusedprocessesandinternalmanagementprocesses.[Ex.2]TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.onlineretailing1.在线零售2.shippingdocument2.货运单据3.transactionscost3.交易成本4.purchaseorder4.定单5.inventorymanagement5.库存管理6.在线银行6.onlinebanking7.竞争价格，公开招标价格7.competitiveprice8.渠道管理8.channelmanagement9.n.数据库，资料库9.database10.n.分配，分发，发送10.distribution[Ex.3]TranslatethefollowingpassageintoChinese.什么是电子商务？电子商务或e-commerce是一个术语，指通过因特网传递信息的任何类型的商业或商业交易。它涵盖了一系列不同类型的企业，从基于消费者的零售网站、拍卖网站，到公司之间商品和服务交易。它是目前因特网最重要的一个方面。电子商务的历史可追溯到1970年，当时第一次引入电子数据交换（EDI）和电子资金转移。从那时起，电子商务的快速增长几乎渗透到各类业务，如供应链管理、交易处理、因特网营销和库存管理。电子商务允许消费者不受时间或距离的限制实现电子化地交换货物和服务。它在过去五年里迅速地扩张，预计将以这种速度继续扩展，甚至会加速。在不久的将来，“传统”和“电子”商业之间的界限将越来越模糊，因为越来越多的企业将在因特网上进行业务运作。[Ex.4]Fillintheblankswiththewordsgivenbelow.1.location2.consumers3.mobile4.storefronts5.product6.collect7.analyze8.staff9.website10.sales[Ex.5]Answerthefollowingquestionsaccordingtothetext.1.Sellingproductsandservicesonlinecanhelpyourbusinessbecomemoreprofitableandloweryourcosts.2.Onceyourshopisonline,youshouldconsiderhowtomonitoritseffectiveness,makeitmorepowerfulandultimatelysellmorethroughit.3.Asyoure-commercepresencegrows,youmustprotectyourselfagainstthethreatsposedbyhackers,virusesandfraudsters.Identifytheriskstheyposeandimplementappropriatesecuritycontrolstocounterthem.4.Extranetsenablesyourbusinesstocommunicateandcollaboratemoreeffectivelywithselectedbusinesspartners,suppliersandcustomers.5.Ifyouwantyouronlineshoppingworksbest,youshouldhave:•well-definedproductsorservicesthatcanbesoldwithouthumaninvolvementinthesalesprocess•fixedpricesforalltypesofpotentialcustomers•productsorservicesthatcanbedeliveredwithinapredictableleadtime6.Sellingonlinehasanumberofdisadvantages:•AuthenticityandSecurity.•Time-consuming.•Inconvenient.7.Mostcustomersshoppingonlinewillwanttopaybydebitorcreditcard.8.Somee-commercepackagesmayofferbackendsystemsintegration,i.e.theyconnecttoyourproductdatabaseandaccountssystems.9.Sophisticatedonlineshopsshouldprovidearangeofoptions,includingcutting-edgedesignandfunctionality,personalizedpagesandproductnews.10.Tomakecustomersfeelsecureaboutbuyingfromyoursite,youshould:•makeyoursiteeasytonavigateanduserfriendly•makesurephotographicimagesonyoursiteareaccurateandshowproductsintheirbestlight•hireacustomerservicerepresentativewhocangiveadviceonthephonetocustomersonmorecomplexorexpensiveproducts•makeorderingproceduresstraightforwardandquick•confirmordersimmediatelybyemail•behonest-i.e.tellthecustomerifyoucan’tdeliverontime•provideawayforcustomerstotrackdowntheprogressandavailabilityoftheirorder

Unit2[Ex.1] Answerthefollowingquestionsaccordingtothetext.1.Thetwomajortypesofe-commercebusinessesdiscussedinthepassageareBusiness-to-BusinessandBusiness-to-Consumer.2.Business-to-Consumeristhemostcommontypeofbusinessmodel.3.Physicalgoodsarethemostpopularproducttypeofitemanonlinestoresells.4.Digitalgoodshastheadvantageofnotneedinginventorystorageorphysicaldeliverylikeit’sphysicalproductcounterparts.Thebiggestdisadvantageofsellingdigitalproductsispiracy.5.Onlineservicescanrangefromconsulting,webdesignanddevelopment,contentwriting/editingandawholehostofotherserviceoptions.6.Therearefourmajortypeofmethodsforacquiringyourproducts.Theyaremake,manufacture,wholesaleanddropship.7.Buyingwholesaleisalowerriskbusinessmodelcomparedtomanufacturingforafewreasons.First,you’redealingwithbrandsthatarealreadyestablishedandvalidatedonthemarketsoyoudon’truntheriskofwastingtimeandmoneydevelopingaproductnoonewants.Also,youdon’thavetopurchaseasnearlyashighofaquantitycomparedtomanufacturingyourownproduct.8.Thebiggestbenefittodropshippingistheabilitytoofferalargeselectionofproductwithoutpurchasinginventoryupfrontandmanagingthatinventory.9.Theseveralcommonwaysinwhichyoucancompeteinacrowdedmarketplaceareprice,quality,selection,valueaddandservice.10.Walmarthasalwaysbeenknownfortheirdiscountstrategyandisbigenoughtomakethispricestrategyworkforthem.[Ex.2] TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.atadiscount1.打折扣2.businessmodel2.商业模型，业务模式3.endconsumer3.终端客户4.physicaldelivery4.实物交货5.rawmaterial5.原材料6.vt.讨论，论述6.discuss7.vt.再卖，转售7.resell8.n.可扩展性，可升级性8.scalability9.n.利润，差数9.margin10.n.破损，破损量10.breakage[Ex.3]TranslatethefollowingpassageintoChinese.1.B2B（企业对企业）公司相互做生意，如制造商销售给分销商和批发商销售给零售商。基于订单数量来定价，通常可协商价格。2.B2C（企业对消费者）企业通常通过使用购物车软件的目录向公众销售。3.C2B（消费者对企业）消费者通过在线发布其项目和预算，在几个小时内公司审查消费者的要求并对项目出价。消费者审查出价并选择将完成项目的公司。4.C2C（消费者对消费者）有很多网站提供免费分类广告、拍卖和论坛，个人可以买和卖，他们使用如PayPal这类网络支付系统，人们可以方便地在线付款和收费。[Ex.4]Fillintheblankswiththewordsgivenbelow.1.market2.advanced3.e-commerce4.distribution5.services6.retailer7.customer8.advantages9.products10.transactions[Ex.5] Answerthefollowingquestionsaccordingtothetext.1)Business-to-businesse-commerceiscompaniesbuyingfromandsellingtoeachotheronline.2)TheobviousdifferencebetweenB2BandB2Ciswhothecustomersare—companiesorindividuals.3)B2BeffortsrequirenegotiationandintegrationwhileB2Cdon’t.4)Mostcompaniessellingtobusinessesintegratebecausetheirsystemshavetobeabletocommunicatewiththoseoftheircustomerswithouthumanintervention.5)Managinginventorymoreefficiently,adjustingmorequicklytocustomerdemand,gettingproductstomarketfaster,cuttingthecostofpaperwork,reigninginroguepurchasesandobtaininglowerpricesonsomesupplies.6)AB2Bexchange,alsocalledamarketplaceorhub,isawebsitewheremanycompaniescanbuyfromandselltoeachotherusingacommontechnologyplatform.7)Publicexchangesareownedbyindustryconsortiaorindependentinvestorsandhavetheirownboardsofdirectors.Privateexchangesarerunbyasinglecompanyfordoingbusinessexclusivelywithestablishedsuppliersandcustomers.8)Tocollaboratesuccessfully,youandyourpartnerseachneedup-to-date,functioningsystemstoserveupwhateverdatayouplantoshare,andawaytodeliverthatinformationelectronically.9)ElementsofaB2Bsystemmayincludesoftwareforgeneratingpurchaseordersorrequestsforquotations(RFQs),processinginvoices,buildingandmanagingcatalogs,respondingtoRFQsandprocessingordersandcost.10)Ifyourpartnershavetodosomeoftheirownsoftwaredevelopmenttousetheapplication,besureyouofferthemabigenoughcarrot(likethepromiseofadditionalbusiness)tomaketheinvestmentpayoffforthem.

Unit3[Ex.1]Answerthefollowingquestionsaccordingtothetext.1.Whenyoudecidewhatyou’reselling,youshouldconsidernarrowingyourscopetocaptureanichemarket,however,notsonarrowthatit'shardtofindcustomers.2.TheshoppingcartsoftwareallowsyoutosetupyourproductsandservicesforsaleontheInternet.3.Beforeyouchooseyoure-commerceplatform,youshouldsitdownanddecideexactlywhatfeaturesyoudoanddonotwantinanonlinestore.4.Whenchoosingasitewithatransactionfee,consideryourprofitmargins,astheyarebasedontotalpriceoftheitem,notyournetprofit.5.Ifyouwanttosupplyyourowninventoryanddon’twanttopayamonthlyfee,youshouldlookforasitethat100%free(nomonthlyfees,transactionsfeesorhiddencharges),andhasanupgradeoption.6.Itshouldbeprofessionalandaestheticallypleasinganditiseasytonavigateandfindproducts.7.Thepaymentgatewayistheapplicationthatconnectsyourwebsiteshoppingcarttoyourmerchantaccount.Thejobofthepaymentgatewayistocollectthecreditcardinformationfromthecustomer,encryptitandsentittothemerchantaccountforprocessing.8.Themerchantaccount’sjobistoauthorizethecardthatisbeingusedforpaymentandthendepositthoseauthorizedtransactionsintoyourbankaccount.9.Youwillneedtomakesuretousealotofkeywordsinyourstoretextandcreatemanybacklinks(linkstoyourstorefromothersites)inordertodrumuptrafficandmoveyourwayupthesearchengineresults.10.Maintainyoursite.[Ex.2] TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.crucialelement1.关键元素2.fillout2.填写3.netprofit3.净利，纯利4.paymentoption4.支付选项5.profitmargin5.利润空间，利润率6.开设费，设立费，设置费6.setupfee7.购物车7.shoppingcart8.店面；门店销售系统8.storefront9.adj.固定的；不可变更的9.inflexible10.adj.不可靠的，不安全的10.insecure[Ex.3]TranslatethefollowingpassageintoChinese.你的电子商务网站应该做什么？说到在线销售商品和服务，每个电子商务网站都应该具备一些基本功能。1.接受订单如果你正在经营一家销售产品的企业，你的电子商务网站必须能够接受客户的订单。这个过程可能比你预期的更复杂。对于每个订单，你的网站需要：•记录客户信息（姓名、地址等）•收集客户对您的服务条款的接受程度•计算任何适用的税费•使用优惠券或折扣•生成订单和跟踪编号•分享交付细节•处理账单信息•提供对支付网关的访问2.接受付款从你的网站到支付网关应该实现无缝过渡。通常，支付网关允许客户：•选择付款选项•提供信用卡号码和CVV等详细信息•使用多步骤身份验证实现安全支付3.处理运输和物流一旦你的站点为客户处理了订单和付款流程，下一步就是交付。作为一名卖家，你的目标是确保客户按时、完好无损地收到正确的产品。为了帮助完成这一过程，你可以自己处理运输和物流，也可以使用第三方供应商。无论你选择哪种方法，你的网站都应该能够准确、一致地启动流程。你的网站还需要有一个接受退货的流程。这一过程也被称为逆向物流，与向国外运送货物一样重要。4.提供客户服务不可避免地，你的客户需要与你沟通他们的订单或体验。他们可能需要更正个人信息、进行交换或退回有问题的产品。你的网站是这些客户与你联系的地方。你让客户联系起来越容易——例如，通过联系表格或聊天服务——就越容易快速解决他们的问题。[Ex.4] Fillintheblankswiththewordsgivenbelow.1.buying2.engine3.layout4.spread5.separate6.displayed7.related8.helps9.present10.rely[Ex.5]Fillinthefollowingblanksaccordingtothetext.1.variouswebsitesections.2.acrossthepageheader,alongasidehead,usethesite,wheretheycanfindwhatthey’relookingfor3.themainnavigation,unchangedandconstant,boththeanchorandthemapfortheuser4.dropdownmenus,betweeninternallinkingandSEO5.exactlywhatthey’llfind,setthetoneofawebsite,producegoodkeywordassociations6.threetoseven,willglazeover,findsomeotherplacetoshop7.thenumberoflinkstoandfromapage,thenumberofvisitsapagegets8.Mappingouteverypossiblepageonawebsite,placingtheminalogicalorder9.automaticallygeneratedseriesoflinks,gettothepresentpage10.sitemappages,SEO,crawltherestofthesitemoreefficiently

Unit4[Ex.1]Answerthefollowingquestionsaccordingtothetext.1.Solvingacustomerpainpointwillalwaysbeaneffectivewaytodevelopaproductpeoplewant.2.Whenconsumersarepassionateaboutaparticulartradeorhobby,they’reusuallymoreinclinedtoinvestmoneytogettheexactproducttheywant.3.Turningyourexpertiseintoyourownonlinebusinessisasmartwaytoenterthemarketwithalegupthatisn'teasyforotherstoduplicateorcopy.4.Afadissomethingthathassurgedintothelimelightbasedpurelyonnoveltyoragimmick.Atrend,meanwhile,issomethingthatfulfillsanexistingneedinanewway.5.Hereareafewwaystokeepaneyeonwhat’strendingsoyoucanactquicklyonpotentialopportunities:Sociallistening;GoogleTrends,TrendHunterandReddit.6.Searchingforkeywordopportunitiesmeansstrategicallylookingforaproductbasedonthesearchqueriespeopleareusing,thenumberofsearchespermonth,andoverallcompetitionforthosesearches.7.PairingproductdemandtoexistingkeywordscanbeaneffectivewaytocaptureconsistentorganictrafficfromGoogle.8.Ifyoualreadyhaveanidea,butyou’renotquitereadytoinvestheavilyinit,minimizeyourupfrontinvestmentandtestthemarketbybuildingalandingpagetopromoteyourpotentialproduct—withawayforinterestedcustomerstoleavetheiremail—andrunafewpaidadstodrivetraffictoit.9.Ifyouprefertosellproductsonyourownonlinestore,youcanstillgatherinspirationbycheckingoutwhat’spopularandtrendingonothermarketplaces.10.Productswithlittleoverheadprovidealow-riskwaytogetstartedbecauseit’seasiertoattainhigherprofitmarginscomparedtoproductsthataremoreexpensivetoproduce.[Ex.2]TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.beinbusiness1.经商，做生意2.customerreview2.顾客评论3.marketingchannel3.销售渠道4.nichemarket4.细分市场5.potentialopportunity5.潜在机会6.前期投资6.upfrontinvestment7.n.发票，发货单7.invoice8.n.诀窍；专门技能8.know-how9.adj.超耐用的9.ultra-durable10.v.（使）偏向，倾向于10.incline[Ex.3]TranslatethefollowingpassageintoChinese.什么是优秀的产品？有数以百万计的产品可供选择，你希望将自己限制在几个真正适合自己并具有巨大潜力的产品上。你可能会问，它们看起来怎么样？让我们看看这些下一个重要属性，以了解更多信息。1.解决问题这对于让你的产品有一个唯一的目的是很重要的，这就是买家应该花钱购买它的最终“原因”。问自己一些问题：哪些日常生活中的问题你还没有看到明显的解决方法？什么能真正帮助人们解决问题？你能做些什么来帮助那些需要帮助的人？如果你能回答这些问题，你就找到了人们想要购买的产品。2.激发感情让我们说实话，让人们买东西的不仅仅是价格或品牌，人们买东西是因为想要拥有物品后的感觉。因此，有利可图的产品是人们有强烈情感甚至激情的产品。3.巨大的品牌潜力重要的是要记住，你应该始终把你的业务放在长远的目标上。而这些产品正是你开始创业的原因所在。你的品牌名称，你的标志都会受到影响。因此，你应该选择有很大潜力的产品来提升你的品牌，通过图片、视频或社交内容来分享、转发甚至传播。4.独创性拥有一款可以做任何事情的产品听起来很酷，但大多数时候，百万美元的想法来自于一个非常特定的目的，解决了一个非常众所周知的问题。这可以称为利基产品，适用于特定的买家群体。这导致了独特性，即使是在颜色图案或与现有竞争对手不同的功能等小细节中也是如此。这使你的产品脱颖而出，能够深入客户的脑海。[Ex.4]Fillintheblankswiththewordsgivenbelow.1.platforms2.marketing3.advertisers4.methods5.performance6.message7.represent8.techniques9.visitors10.measurement[Ex.5]Answerthefollowingquestionsaccordingtothetext.1.Thetermsupplychainmanagementbringsimagestomindofwarehouses,shippingcontainers,andpeoplewalkingaroundinhardhatsholdingclipboards.2.Totalinventorycostcanbebrokeninto3smallercosts.Theyareorderingcosts,shortagecosts,andcarryingcosts.3.Deadstockisproductthathasn’tsoldforatleastoneyear,andisslowlybutsurelybecomingobsolete,outofseason,orsimplyimpossibletosell.4.Youcanjustdonateitall(intheUS,andinseveralothercountries,thesedonationsaretax-deductible).Anotheroptionistotryproductbundling,whichwillbothgetridofexistingdeadstockandalsoreducetheriskofaccumulatingitagaininthefuture.5.Therearetwomainmethodsoftrackingyourinventory.Theyareperpetualandperiodic.6.Whenyougotheperpetualroute,therearethreecommonwaystogivevaluetoyourinventory.Theyare:1)First-in,first-out(FIFO)inwhicholderinventoryisrecordedasthefirstsold,regardlessofwhethertheactualproductitselfwasfirstorlastinlineontheshelf.2)Last-in,first-out(LIFO)inwhichthenewestinventoryisrecordedasbeingsoldfirst.TheissuewiththeLIFOmethodisthatitisrarelyencounteredinpractice.IfacompanyweretousetheprocessflowembodiedbyLIFO,asignificantpartofitsinventorywouldbeveryold,andlikelyobsolete.3)Weightedaveragecosts,whichusestheaveragecostofthegoodssoldtodetermineinventoryvalue.7.Onceyou’vechosenyourpreferredsuppliers,youshouldaskforsamples,givefeedbackonsamples,askforsamplesagainandonlythenagreetodobusiness.Youwillalsohavetoputinsomequalitytimeattheactualfactorytoensurequalitystandardsaremetoncefull-scaleproductionstarts.8.Wholesaleasanothersaleschannelcanopenupnewbigger,betterrevenuestreams,scaleoperationssuchaswarehousing,shippingandproduction,andexpandyourbrandreachtonewretailers.9.Orderfulfillmentincludespick,packandshipmethodsandyourwarehouselayout.10.These3questionsaskedtohelpyounarrowdownyoursearchare:1)WhatserviceleveldoIneed?Figuringoutexactlywhatyouneedguaranteesyouwon’toverpayforaservicethatissurplustoyourrequirements.2)Doesthetechnologythe3PLusesforoperationsmatchmytechnology–aretheycompatible?3)Whatisthe3PL’sreputationwithintheindustryanddotheyhavegoodreferencesfromothercustomers?

Unit5[Ex.1]Answerthefollowingquestionsaccordingtothetext.1.Aproductdescriptionisapieceofinformationthatdescribestheproduct'sfeaturesandbenefits.2.Whenwritingaproductdescription,youneedtokeepinmindwhoisyourtargetaudience.3.Asaseller,youareobviouslyawareofallthefeaturesandspecificationsofyourproduct.4.SearchEngineOptimization(SEO)isthebestwaytoattracttraffictoyoure-commercestore.5.Customersjustwanttoknowthefeaturesandbenefitsoftheproduct.6.Potentialcustomerslovetoseethatotherpeoplelikethemhavebenefittedfromusingtheproduct.7.Itbasicallymeansthatthedescriptioniscrisp.Itmeansthatthebuyerwillbeabletofindtheinformationtheyarelookingforwithouthavingtoreadunnecessarythings.8.Goodimagesoftheproductletthepotentialcustomerimaginewhattheproductwilllooklikeinreallife.Theybasicallysayeverythingabouttheproductwithoutsayinganything.9.Afewthingsyoushouldkeepinmindwhenwritingyourproductdescriptionsare:·Whatproblemtheproductissolving?·Whatisthespecialityoftheproduct?·Includeallthefeaturesandbenefitsoftheproduct.·Includetargetkeywords.·Addingpicturesthatclearlydisplaytheproduct’skeyfeaturesandbenefits.10.Everythingyoutryoutmustensureyouaredoingfull-proofresearchandidentifyingand

eliminatingfactorsthatareleavinganegativeimpact

onyourrankings.[Ex.2]TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.negativeimpact1.负面影响2.potentialcustomer2.潜在顾客3.productdescription3.产品说明，产品描述4.productquality4.产品质量5.targetaudience5.目标受众6.n.原料;材料;素材6.material7.n.规格;详述;说明书7.specification8.n.尺寸;范围8.dimension9.n.专业，专长;特性9.speciality10.n.竞争者10.competitor[Ex.3]TranslatethefollowingpassageintoChinese.转化是你付费搜索策略的关键要素。如果你实际上并没有以较高的比率将观看者转化为买家，那么为什么要做广告？转化率优化通过找到客户采取行动的最佳位置来实现最大百分比的转换，这让你在PPC（PayPerClick）上花的每一分钱都收益最大化。但什么是好的转换率？如果你已达到3％、5％甚至10％的转换率，是否是将要达到的最高水平？我们最近每年花费30亿美元分析了数千个AdWords账户，发现有些广告客户的转换率是平均值的两倍或三倍。你想要达到平均水平，还是希望你账户的表现以指数级优于行业中的其他人？通过分析大量的着陆页数据和转化率数据，我们能够确定转化效果最好的着陆页的一些常见特征。[Ex.4] Fillintheblankswiththewordsgivenbelow.1.pages2.developed3.engines4.attract5.particular6.content7.contains8.number9.links10.ranking[Ex.5]Answerthefollowingquestionsaccordingtothetext.1.Conversionrateisdefinedasthenumberofvisitorstoawebsitethatcompleteadesiredgoal(a\o"Conversion:WhatIsaConversion?"conversion)outofthetotalnumberofvisitors.2.Itismeasuredbythenumberofpotentialvisitorsperformingthedesiredaction,whethertheactionisbuyingaproduct,fillingoutaform,orsomeothergoalofthewebpage.3.Thelargertheconversionrateofawebpagemeansthemoresuccessfulthewebsitewillbeaswellashowsuccessfulthepaidinclusioncampaignis.4.Animportantpartofconversionratesismaximizingthechancesofthevisitorbecomingaconversion.5.Webpagescanmaximizechancesofavisitorbecomingaconversionbymakingthedesiredaction,whetheritisfillingoutaformorbuyingaproduct,aseasyaspossible.6.Someoftheotherwaystomaximizethechancesofaconversionare:•Knowingtheuniquesellingpointofthewebpage.•Beingmemorablewithuniqueinformation•Offeringseveralpaymentoptions•Havingaclearreturnspolicy•Havingclearpoliciesoninformationprotection•Beingclearandconcisewithinformation7.CROisasystemforincreasingthepercentageofvisitorstoawebsitethat\o"Conversion(marketing)"convertintocustomers,ormoregenerally,takeanydesiredactiononawebpage.8.Aconversionrateisdefinedasthepercentageofvisitorswhocompleteagoal,assetbythesiteowner.9.Thetwomainschoolsofthoughtprevailinginthelastfewyears.Oneschoolismorefocusedontestingasanapproachtodiscoverthebestwaytoincreaseawebsite,acampaignora\o"Landingpage"landingpageconversionrates.Theotherschoolisfocusedmoreonthepretestingstageoftheoptimizationprocess.10.Conversionoptimizationplatformsforcontent,campaignsanddeliveryneedtoconsistofthefollowingelements:1)Datacollectionandprocessing;2)Hypothesis;3)Optimizationgoals;4)Businessrules;5)Real-timedecisionmaking;6)Statisticallearning

Unit6[Ex.1] Answerthefollowingquestionsaccordingtothetext.1.GoogledoesthisbyaggregatingdatafromsmartphoneuserswhohavelocationhistoryenabledandaresignedintoGoogle.2.Itisamethodoftracking,againwithinAdWords,thatinvolvescapturingcustomerdetailsonyourwebsite(perhapsviaacontactformoraphonecall)andsavingthesedetailsalongsidethegloballyuniquetrackingparameter(Gclid)generatedbytheirincomingPPCadclick.3.\t"C:/Users/aixia/Desktop/机械工业电子商务ziliao/_self"Calltrackingsolutionsalloweachcallertobeassignedauniquephonenumber,soleadsandsalescanbeassignedtositevisitorswhomoveofflineandpickupthephone.4.ArecentstudybyEconsultancyandResponseTapshowedonly18%ofrespondentswereusingcalltracking.5.Inmarketing,acouponisaticketordocumentthatcanberedeemedforafinancial\o"Discountsandallowances"discountor\o"Rebate(marketing)"rebatewhenpurchasinga\o"Product(business)"product.6.Thedifferenttypesofvaluesappliedtocouponsarediscounts,freeshipping,buy-oneget-one,trade-inforredemption,first-timecustomercoupons,freetrialoffer,launchoffers,festivaloffers,andfreegiveaways.7.Usinglandingpagesforofflinecampaignsisatime-testedwayofmeasuringengagementandultimatelysales.8.Forservicesmarketedatalocallevel,marketersmaywanttouseamorerelevantdomainthatisthenredirectedtotheappropriatepageontheir'real'website.9.Thesearetechniquestounitesalesdataandgive\t"C:/Users/aixia/Desktop/机械工业电子商务ziliao/_self"asinglecustomerview.Bothofthemcanallowaretailertouniteacustomer'sonlineandofflinesalesdataandbuildamoreaccuratepictureofcustomervalueandbehavior.10.ShoeretailerSchuh\t"C:/Users/aixia/Desktop/机械工业电子商务ziliao/_self"usese-receiptstoimprovethecustomerexperience[Ex.2] TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.closeoff1.结账2.freeshipping2.免费送货3.freetrial3.免费试用4.buy-oneget-one4.买一送一5.onlinetooffline5.线上到线下6.促销6.salespromotion7.价格竞争7.pricecompetition8.n.转化，变换8.conversion9.n.参数，参量9.parameter10.n.商家的优待券10.coupon[Ex.3]TranslatethefollowingpassageintoChinese.社交媒体营销（SMM）社交媒体营销（SMM）是一种利用社交网络网站作为营销工具的互联网营销形式。SMM的目标是产生用户通过社交网络所分享的内容，以帮助公司增加品牌曝光率和扩大客户范围。SMM的关键组件之一是社交媒体优化（SMO）。像搜索引擎优化（SEO）一样，SMO是一个吸引网站新的和唯一访问者的策略。SMO可以通过两种方式完成：把社交媒体链接加到内容中，如加上RSS推送和共享按钮——或通过社交媒体更新状态或发推文或发博客帖子来推广活动。SMM帮助公司获得客户（和潜在客户）的直接反馈，同时使公司看起来更加人性化。社交媒体的互动部分为客户提供提问或投诉的机会，并使他们觉得有人在倾听他们的意见。SMM的这个方面被称为社交客户关系管理（社交CRM）。随着人们对网站（如Twitter、Facebook、Myspace、LinkedIn和YouTube）的喜欢日益增加，SMM也越来越普遍。作为回应，联邦贸易委员会（FTC）更新了其规则以包括SMM。如果一家公司或其广告代理向博客或其他在线评论者提供免费产品或其他激励措施来为产品生成积极的动态更新，则在线评论将在法律上被视为背书。博客和公司将责任确保激励措施明确和并有意透露，并且博客的帖子不能包含误导性或虚假的陈述，也要符合FTC关于不公平或欺骗性广告的规定。[Ex.4] Fillintheblankswiththewordsgivenbelow.1.discounts2.promoted3.successful4.cultural5.conscious6.loyalty7.reach8.socialize9.profitable10.store[Ex.5]Fillinthefollowingblanksaccordingtothetext.1.the“nextbigthing”,inthespotlight,withnopracticaladvantages2.justnewchannelsforyourbrand’svoiceandcontent,fornewcustomers,forexistingcustomers3.53%,moreloyaltothosebrands4.forcustomerstoconvert,aconversion,thelikelihoodofaneventualconversion5.wherebrandscanactlikepeopledo,withcompanies6.goodfaithforothercustomers,valuableandauthoritative7.qualitycontent,generate,moreleadsandmoreconversions.8.84%,aslittleassixhoursofeffort9.acommunicationchannel,publiclydemonstrateyourcustomerservicelevel,enrichyourrelationshipwithyourcustomers10.valuableinformation,morecustomers,moretraffic,moreconversions

Unit7[Ex.1]Answerthefollowingquestionsaccordingtothetext.1.Onlinepaymentmethodsareservicesthatprocesspaymentinformationone-commercewebsites.2.Theyinvolvepaymentgateways,paymentprocessors,bankprovidersandmerchantaccounts.3.Processorsareresponsibleforreceivingcustomerinformation,verifyingthatthecustomerhasfunds,andsendingarequesttothecustomer’sbankforpayment.4.Theyincludegeographicalavailability,functionalbackupandcustom