网络营销授课教材纯英文.docx

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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Yourcommentonhowtoimprovetheteaching-learningperformancewillbeappreciated.

Welcometotakingmycourse

GoodLuck

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