Internet Marketing 互联网促销

　　Cyberpromotion: Communicating with Customer Online

　　网上促销： 与顾客亲密接触

　　Until the late 1940s, when television began finding its way into American homes, companies relied mainly on print and radio to promote their products and services.

　　20世纪40年代后期，电视开始进入美国千家万户，在此之前，企业主要通过报纸、杂志和广播对其产品服务进行宣传。

　　The advent of television brought about a revolution in product and service.

　　电视的出现为产品和服务的促销方式带来了一场革命。

　　Between 1949 and 1951, advertising on television grew 960 percent.

　　1949~1951年间，电视广告业务增长了960%。

　　Today the internet is once again transforming promotion.

　　如今兴起了互联网，再次使促销宣传改头换面。

　　By going online, companies can communicate instantly and directly with prospective customers.

　　通过电脑上网，企业可以迅速而直接地与潜在的顾客进行沟通。

　　Promotion on the World Wide Web includes advertising (usually in the form of banners across the top of Web sites), sponsorships, and sales promotions like sweepstakes, contests, coupons, and rebates.

　　互联网促销的方式包括广告(通常为网站标题广告)、冠名赞助以及各种促销活动，如有奖销售、竞赛、优惠券、回馈券等。

　　In 1996 World Wide Web advertising revenues topped $300 million.

　　1996年万维网的广告收入超过3亿美元。

　　Effective online marketers don’t merely transfer hard-copy ads to cyberspace.

　　讲求实效的网络营销者们绝不是简单的把平面广告搬到网上。

　　Successful sites blend promotional and non-promotional information indirectly delivering the advertising messages.

　　成功运作的网站把促销宣传与其他内容融为一体，巧妙地把广告信息传递给受众。

　　To encourage visit to their sites and to create and cultivate customer loyalty, companies change information frequently and provide many opportunities for interaction.

　　为了提高网站访问率，培养顾客对产品的忠诚度，企业不断更新产品信息，并提供许多互动机会。

　　To target specific Internet users, an increasing number of companies are using “push”,technology, which automatically delivers customized news and other information to users’ computers when they log onto the Internet.

　　为了赢得某些特定的网民，越来越多的公司在运用“主动出击”战术。网民一上网，这些公司便把相关的咨询和其他信息自动地发送到他们的电脑中。

　　Although organizations like Nielsen Media Research are developing technologies to enchance audience measurement and tracking, it remains difficult to assess how many times the same person looks at an ad and who that person is.

　　虽然有类似尼尔森的传媒研究机构正在开发技术，提高对收视访问者得量化测评及其跟踪，但对于某一个广告什么人在看，此人看了几次，却很难估计。

　　Although online promotions can be glamorous and sophisticated, they are not perfect.

　　虽然网上促销宣传颇具诱惑力也很先进，却并非完美无瑕。

　　For a well-designed marketing mix, industry experts advise companies to use the Internet as a supplement to other advertising media.

　　业内专家们建议，一个精心策划的营销组合应把网上促销作为其他宣传方式的补充。

　　(1) What’s the advantage for a company to advertise on line?

　　在网上开展广告宣传对公司有什么好处?

　　Online promotion can create product loyalty and help the company know its customers better.

　　(2) What do you think is the key to success for online advertising?

　　你认为网上广告宣传的成功关键是什么?

　　It’s repetition. Online advertising, just as in offline(traditional) advertising, repetition is the key to success. Generally, promotion without repetition will not work.

　　(3) What type of audience do you think the Internet marketing is most suitable for?

　　你认为互联网促销最适合哪类对象?

　　Online marketing and promotion is usually geared towards the widespread internet community on a national or global basis. It may not be an effective means of marketing for local people.

　　(4) Do you think online marketing can replace traditional marketing?(Why?/Why not?)

　　你认为网络促销可以替代传统促销方式吗?(为什么?)

　　No. online marketing can only be regarded as an alternative medium to company promotion. A small company might not have the budget to allow for repetitive online advertising.

　　PART TWO: MINI-PRESENTATION

　　What’s important when…?

　　Choosing an Internet company to buy from 选择某家网络公司进行网上购物需注意哪些要点?

　　l Delivery time 交货时间

　　l Special offers 提供的优惠

　　l

　　In choosing an internet company to buy from, it is very important to consider delivery time since when a company decides to buy things on-line, it is usually because this is convenient and speedy, among other advantages. If an on-line order has to take a long time to deliver, companies will not make any purchases from the internet company.

　　Also, many internet companies have special offers to attract customers, such as special deals and discounts if you buy on-line. To be more cost-effective, special offers are also an important factor to consider in choosing an internet company to buy from.

　　In addition, range of goods sold should also be considered. Wide range of goods will attract more customers.

　　选择某家网络公司购物的时候，考虑交货时间非常重要，因为当一个公司决定在线购买物品，除其他优势外，通常是因为这样做方便且快捷。如果一笔在线订单花费很长时间运送，公司将不会再在这家网络购买产品。

　　其次，许多网络公司提供优惠来吸引消费者，比如打折促销等，如果你在线购物，将会更加合算。特别优惠也是考虑选择购买的网络公司时一个重要的考虑因素。

　　此外，销售商品的范围也应该考虑。范围广的商品将吸引更多客户。

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