网络营销中英文对照外文翻译文献.docx

1、网络营销中英文对照外文翻译文献中英文对照外文翻译文献(文档含英文原文和中文翻译)E-MARKETING(From:E-Marketing by Judy Strauss,Adel El-Ansary,Raymond Frost-3rd ed.1999 by Pearson Education pp .G4-G25.)As the growth of G shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of

2、 competitors ,as long as it provides customer value.Also,Googles success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use informa

3、tion technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bur

4、sting of the dot-com bubble has marketers wondering,What next? This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices.（Sales Promotion;E-Marketing；Internet；Strategic Planning

5、）1.What is E-MarketingE-Marketing is the application of a broad range of information technologies for:Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies；More efficiently planning and executing the conception, distribution p

6、romotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers objectives.This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technolog

7、y applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.2.Environment,Strategy,and Perf

8、ormance (ESP)E-Marketing flows form the organization s overall e-business strategies and selected business environment,where legal,technological,competitive,marketrelated,and other environmental, factors external to the firm create both opportunities and threats. Organizations perform SWOT analyses

9、to discover what strengths and weaknesses they have to deploy against threats and opportunities. This SWOT analysis leads into e-business and e-marketing strategy. Firms, select e-business strategies and e-business models, and then marketers formulate strategy and create e-marketing plans that will

10、help the firm accomplish its overall goals. The final step is to determine the success of the strategies and plans by measuring results. Performance metrics are specific measures designed to evaluate the effectiveness and efficiency of the e-business and e-marketing operations. this is so important

11、in today s e-business climate that media reports seem to be full of references to ROI and other measures of success for e-business strategies and tactics featured in the model.The esp model might just as easily depict a brick-and-mortar business process -by removing a few e s this underscores the id

12、ea that e-businesses are built on sound practices and proven processes but with important e-transformations and emarketing practices, as discussed in this book.This chapter examines the environmental factors in the ESP model, whereas Chapter 4 and Chapter 5 explore these important factors in more de

13、pth. Chapter 2 delves into the strategy area, and Chapter 3 discusses the e-marketing planning process.The marketing environment is ever change, providing plenty of opportunities to develop new products, new markets, and new media to communicate whit customers, plus new channels to reach business pa

14、rtners. At the same time, the environment poses! Competitive, economic , and other threats. This section introduces three key environmental factors that affect e-marketing : legal, technological, and marketrelated factors.Current and pending legislation can greatly influence e-marketing strategies.

15、Chief among these are laws concerning privacy, digital property, expression, and fraud. Privacy is difficult to legislate, yet it is critically important to consumers who routinely yield personal information over the Internet. One hot issue involves opt-out e-mail. This occurs when users must unchec

16、k a Web page box to avoid being put on a few users read the Web page carefully enough to notice the opo-out box. Digital property problems began in the Web s early days and continue to puzzle firms and legislators alike. In a medium where content is freely distributed, it can be freely ripped off-no

17、t a good thing for the content authors. Spam, offensive content , and other forms of personal expression conflict whit user rights and thus, from an ongoing discussion among legislaer needs? Finally , new technology brings new opportunities for fraud. Although regulatory agencies are working hard to

18、 prevent fraud, enforcement is difficult in a networked world.Technological developments are altering the composition of Internet audiences as well as the quality of material that can be delivered to them. For example, about 20% of the U.S. Population enjoys high-bandwidth connections-primarily cabl

19、e modems and DSL lines-that enable delivery of multimedia content. Some Web sites are beginning to create three forms of content :a high- speed multimedia form, a standard PC offering, and a handheld format for wireless devices such as cell phones. The prolofera-tion of wireless devices creates a ne

20、w set of design challenges as firms try to squeeze content onto tinier screens. Also important are technology concerns in developing countries. As communication infrastructures improve and more people use handheld devices ,new geographic markets develop. Further ,e-marketing is evolving through soft

21、ware advances. For instance, technologies that target consumers according to their online behavior are becoming increasingly sophisticated. Incorporating these technologies into Web site design can give a firm a distinct competitive advantage.3.E-Business MarketsSergio Zyman, formerly chief marketin

22、g officer of Coca-cola ,has been quoted as saying, marketing is supposed to sell stuff. One way information technology helps sell stuff if they dont identify appropriate markets. Exhibit 15 highlights three important markets that both sell and buy to each other: businesses, consumers, and government

23、s. Although this book focuses on the B2C markets are where most business activity occurs.The business market is huge because a higher proportion of firms are connected to the Internet than consumers, especially in developing countries. Much of the B2B online activity is transparent to consumers beca

24、use it involves proprietary networks that allow information and database sharing .Consider FedEx, the package delivery firm. This company maintains mation . Its customers can schedule a package pick-up using the Web site, track the package using a PC or handheld Palm Pilot, and pay the shipping bill

25、 online. Sometimes the shipping order is automatically triggered when a mail notification of its delivery progress to the retailer.The Internet is a global market with opportunities existing in unimagined locations, which is why e-marketers must understand consumers in potential geographic segments.

26、 For example, with an annual average income of US$300, Vietnamese citizens who opt to spend 28% of their salary on online services do not have much purchasing power. Further, there are waiting lists for automobiles in Vietnam, so an online branding campaign might be a waste of resources . Conversely

27、, Iceland and Denmark are two of the most wired countries in the world with over 60% Internet penetration. Also, consumers in many countries pay by the minute for local phone access. This is a tremendous deterrent to the kind of casual surfing practiced by Internet users in developed nations. In add

28、ition, the infrastructure in some countries does not support high-speed modems. Content delivered to these countries may, therefore, have to be light on bandwidth. Chapters 15 and 16 look at global Internet markets in more detail.4.Strategic PlanningAmazon, like every other marketer on and off the W

29、eb, uses strategic planning to get ready for a profitable and sustainable business future. Strategic planning is the “managerial process of developing and maintaining a viable fit between the organizations objectives”, Two key elements of strategic planning are the preparation of a SWOT analysis and

30、 the establishment of strategic objectives.the SWOT analysis examines the company s internal strengths and weaknesses with respect to the environment and the competition and looks at external opportunities and threats. Opportunities may help to define a target market or identify new product opportun

31、ities, while threats are areas of exposure. In a parallel fashion, marketing strategy becomes e-marketing strategy when marketers use digital technology to implement the strategy.Strategic e-marketing is the design of marketing strategy that capitalizes on the organizations electronic or information

32、 technology capabilities to reach specified objectives. In essence, strategic e-marketing is where technology strategy and marketing strategy wed to form the organizations e-marketing strategy. Regardless of whether a customer buys from the stone, the catalog, or the Web site, or whether contact is

33、made by phone, in person, through e-mail, or by postal mail, employees can access the computerized database for up-to-date account activity and information when dealing with customers. Most strategic plans explain the rationale for the chosen objectives and strategies. This is especially true for a sing