网络营销授课教材纯英文.docx
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网络营销授课教材纯英文
OnlineMarketing
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EditorbyXLXie
E-mail:
long86886@
Springof2009
Spring2009
Chapter
Part1Networkedmarketing
Part2Casestudy
Part3BBCnews
Part4PrimerZhuinthepressconference
Part5Simulationtest
Part1
Unit1Prelude:
BusinessandInternet序
1.Thevisionofthenetworkedfuture:
1997maybetheyearwhenenterprises,economiesandgovernmentsarebeingshakingup(震惊);Financialmarkets金融市场haveleftpaperandontoetherpaper虚拟纸张;Businesses企业aregoingforwardandtowardglobalization;Evenslow—movingbureaucracies官僚areofferingtheInternet;
1200oftheworld’smostinfluentialbusinessmenandpoliticianswillspendsixdaysdebatingtheshapeandtextureoflife生活的结构inthefuture.Internationalelectronicsandcomputerfirmsaregrowingfruitful;ThenumberofInternetusershasgrownincreasingly;Theinternetwillbe100timesmorepowerfulaninformational情报工具toolbytheendofthiscentury.E-business(电子商务);e-marketing(网络营销)
Inaword,thisworldwillbecoveredwithInternet.
Notbusinessasusual并非平常的业务,
(1)Theeconomicforces经济力量thatlured诱使tradersacrosstheIndianOceantoAsiainthe1500andstitchedAmericawith用---编织---railroadsin1800sarenowoverlayingtheworldwith用---镶嵌Fiber–optic光纤andwirelessnetworks.
(1)Theimplicitpromiseofanetworkedsocietywithitsowneye—blinkingevolution眼花缭乱的演变isthatyouwillsuperchargethevelocity加速ofeverythingfromcashflow现金流intocustomerservice.Tonamebutafew,Hewlett---packard惠PUhasconsideredthatwiringitssaleforce网络化hasjackedupproductivity生产力andallowedsalespeopletospendmoretimewithcustomers顾客.CustomerRoyalty顾客忠诚;relationship关系;pot锅AircraftmanufacturerBoeingusedthree–dimensionalinteractivesoftwareandnetworkedteamstocreateanelectronicmock—up巨型机ofthe777,virtuallyeliminatingdrawingsandphysicalmodels图纸和实物模型,shavingofnearlyathirdofdesigntime.
(2)Ininformationagefirms,thenetworkismorethan不仅仅是awaytofacilitatebusiness.Moneyspentoncomputerisn'tacost,it’sthecrucialinvestment重要的投资.Manyfirmshavejackedintothenetworkwithadolescentspeed青春的速度,suchasSamsung三星;Mobive美芙石油公司,andGeneralElectronic.Thedigitaleconomy数字经济iscomingtous.
(3)Thenetworkedsocietyisaboutremake重塑markets:
Individualtradingfloorswillfadeintoaglobalmarketthatwillrun24hoursaday;moneywillmoveatthespeedoflight;investorswillbeabletoshiftlimitlessfundsanywhereonamoment’snoticeinsearchofthebestpossiblereturns回报;Informationistransparent透明的;Thehungrymarketers营销人员arecreepinginto爬进lesswell-knownbutpotentiallymorelucrativeterritory赚钱的领域;
Individualism个人主义;worldexhibitionexposition世博会;1851
(4)Therealforcebehindinformationopennessisnotpoliticalidealism政治的理想主义buteconomicreality经济现实.Informationagerequiressmartknowledgeworkers.Economicandpoliticalliberalization自由化areoneforthefirsttimeandthesamething.Governmentsareworkingtonurturehigh—techgrowth抚育高新技术增长fortheircitizens.Essence:
本质;(productionfactorsmoveintoonecountryoroutofitaccordingtothemarketrequirement;
2.Acrisisintheinformationsociety
(5)AsfarasU.S.Aisconcerned,itisfacedwiththesecurityquestion安全问题:
cyber-attack(电子攻击).Cyberbar:
网BA;
(6)Viruses(病毒)andworms(虫)poseathreat(威胁)
(7)Hackers黑客,rangingfromcuriousteenagerstomalicious(邪恶的)governmentsandindividuals,causemuchtrouble:
endangerlivesandbringaboutgreateconomicdisruption(经济破坏).Ontheotherhand,hackerscangiverisetothefortunes财富ofadevelopingcountry,findacureforAIDSandproducealargenumberofunimaginablenetworkmiracles(网络奇迹).
Everybitofopenness开放,everynewlinktotheNetbringswithitasmuchpotentialforevilasforgood.So,theguidingprincipleofthisnetworkedagegetscastinadifferentlight.网络时代的指导原则折射出不同的光芒;
3.conclusion:
Everypersonconnectedtothenetworkcandomore----learnfaster,helpbuildeconomies,shareideas共享观念asmorecomputerscomeonline.TofearabouttheNetisnoexcuse.Whatwedoistoplugin插入,接入moreoftenthanever.
Unit2Marketing
1.Thedefinitionofmarketing:
itistheprocessofplanningandexecutingtheconception,pricing定价,promotion促销,anddistribution分销ofideas,goods,services,organizations,andeventstocreateandmaintain维持relationshipsthatwillsatisfyindividualandorganizationalobjectives.
(1)Marketingeffortwillservetheinterestsofbothsocietyandtheorganization.
(2)Themarketingvariables:
product,price,promotion,anddistribution------tocombinetoprovidecustomersatisfaction.Carastheexample:
(3)Creatingandmaintainingrelationshipswithcustomersandsuppliers.Telecommunication
(4)Marketingeffortsincludemarketingresearch,retailing,salesforcemanagement,advertising,transportation,serviceaftersales,feedbackfromusersandsoon.
Marketsize市场规模;wantsandneeds;economicstrength;individualincome个人收入;
Targetmarket,users;position;定位;
(5)Stimulatessatisfactoryexchangeofgoodsandservice.刺激需求;
(6)Maybeginwithfindingoutwhatproductspeoplewant,orstimulatesanewwantandthensatisfy满足it.Demand,supply;desireisunlimited;limitedresources;scarce.
Hereisaconcept.”Utility”whatisutility?
效用
Utility:
thewant---satisfyingpowerofagoodorservice.Atleast,therearefourformsofutility
Formutility,timeutility,placeutility,andownershiputility.所有权效用
Formconversionintofinishedgoodsorservice
ProductionTimewhenavailabilityof(获得性)
MarketingPlacelocation
MarketingOwnershiptitletogoodsandservicestobuyer
Tosurvive,allorganizationsmustcreateutility.Designingandmarketingwant-satisfyinggoods,services,andideasisthefoundationforthecreationofutility.
Howdoesanorganizationcreateacustomer?
a.identifyingcustomersneeds;
b.Designinggoodsandservicesthatmeetthoseneeds.
c.Communicatinginformationaboutthosegoodsandservicestoprospectivebuyers.未来的购买者;
d.Makingthegoodsorservicesavailableattimeandplacesthatmeetcustomers’needs.
e.Pricinggoodsandservicestoreflectcosts,competition,andcustomers’abilitytobuy.定价;
purchasingpower:
购买力;financialstrength金融实力;
f.Providingforthenecessaryserviceandfollowinguptoensurecustomersatisfactionafterthepurchase.Service-after-sales;feedback反馈;
2.ContemporaryMarketing:
当代市场营销
3.Fourerasinthehistoryofmarketing4个时期
(1)Theproductionera:
priorto1902:
Agoodproductwillsellitself.Productorientation;productionshortage(sellermarket)(demandsupply);focusonproductionnarrowlyandqualityofproducts.Supplysmallerdemand;food,clothes;shortageeconomy短缺经济;evilcountry;NorthKorea:
北朝鲜;
(2)Thesalesera:
prior1950sCreativeadvertisingandsellingwillovercomeconsumers’resistanceandconvincethemtobuy.Salesorientation.销售导向;Outputgrew产量增加;
好酒不怕巷子深:
thegoodwineisnotafraidofadeepalley(小巷,胡同);sellingistheonlyonecomponentofmarketing;personalselling人员推销andadvertisingconvincepeopletobuy.
(3)Themarketingera.Since1950stheconsumerisking!
Findaneedandfillit;Consumer-orientation.Purchasingbehavior;hobby,preference;desire;taste;
(4)Therelationshipera.Beginin1990slong—termrelationswithcustomersandotherpartnersleadtosuccess.Consumers‘loyalty;stickconsumers.Hotelisagoodexampleaboutthis.(loyalconsumers,sticky
Countriescannolongerlimittheireconomicviewstoeventswithintheirnationalborders.Longtermvalue-addedrelationshipwithcustomersandsuppliers.Widechoice;
Theworldhasbecomeonemarket.Marketingisconductedeverypartallovertheworld.Examples。
Thecustomeristheemperor;
Unit3theoriginofonlinemarketing网络营销的起源
1.Birthofonlinemarketing:
itwascausedbysciencetechnologydevelopment,theconsumer’sreforminvalue,commercialcompetitionandsoon.600pc----6;survivaloffittest;1990;thestrongestisnotthebest;themostbeautifulisnotthebest;thesurvivalisthebest;(最强壮的不是最优的,最美的不是最优的,生存下来的才是最优的)。
1.1Thedevelopmentoftechnology.Modernelectricaltechnologyandtelecommunicationtechnologyarethefoundationofonlinemarketing.Youknow,computerhasundergone4stages:
mainframetime主机时代,minicomputertime,andpersonalcomputertimeandnetworkage.Thefirstcomputerwasmadein1946inAmerica.Internetisanetsystemtoputcomputers,networks,satellitesandfiberintoawholeone.ThankstoWorldWideWeb,alltheinformationindifferentcomputerscanbeintegrated整合mechanicallyandtransformedfromoneWebservertoanother.Inaddition,otherfunctionscanbeconductedbyWebsuchasE—mail,Telnet(远程登陆软件),FTP(filetransferprotocol文件传输协议)andWALS
1.2Thereformontheconsumers’value.消费者价值的变化(改革)
(1)Individualconsumption个性消费isbeingincreasinglyhighlighted.Peopleemphasizethehighspirit高尚的情操broughtbygoodsaswellasphysicalutility.Maybetaste,pride,socialposition.Self-value;
(2)Initiativeisontheriseofconsumption.主动性;Ford;design;ford:
涉水而过;
(3)Priorityforconvenienceandpleasure.方便和快乐,舒适;
(4)Pricestillaffectsbuyingverymuch.Benefith