Internet Marketing 互聯(lián)網(wǎng)促銷

　　Cyberpromotion: Communicating with Customer Online

　　網(wǎng)上促銷： 與顧客親密接觸

　　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世紀(jì)40年代后期，電視開(kāi)始進(jìn)入美國(guó)千家萬(wàn)戶，在此之前，企業(yè)主要通過(guò)報(bào)紙、雜志和廣播對(duì)其產(chǎn)品服務(wù)進(jìn)行宣傳。

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

　　電視的出現(xiàn)為產(chǎn)品和服務(wù)的促銷方式帶來(lái)了一場(chǎng)革命。

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

　　1949~1951年間，電視廣告業(yè)務(wù)增長(zhǎng)了960%。

　　Today the internet is once again transforming promotion.

　　如今興起了互聯(lián)網(wǎng)，再次使促銷宣傳改頭換面。

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

　　通過(guò)電腦上網(wǎng)，企業(yè)可以迅速而直接地與潛在的顧客進(jìn)行溝通。

　　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.

　　互聯(lián)網(wǎng)促銷的方式包括廣告(通常為網(wǎng)站標(biāo)題廣告)、冠名贊助以及各種促銷活動(dòng)，如有獎(jiǎng)銷售、競(jìng)賽、優(yōu)惠券、回饋券等。

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

　　1996年萬(wàn)維網(wǎng)的廣告收入超過(guò)3億美元。

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

　　講求實(shí)效的網(wǎng)絡(luò)營(yíng)銷者們絕不是簡(jiǎn)單的把平面廣告搬到網(wǎng)上。

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

　　成功運(yùn)作的網(wǎng)站把促銷宣傳與其他內(nèi)容融為一體，巧妙地把廣告信息傳遞給受眾。

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

　　為了提高網(wǎng)站訪問(wèn)率，培養(yǎng)顧客對(duì)產(chǎn)品的忠誠(chéng)度，企業(yè)不斷更新產(chǎn)品信息，并提供許多互動(dòng)機(jī)會(huì)。

　　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.

　　為了贏得某些特定的網(wǎng)民，越來(lái)越多的公司在運(yùn)用“主動(dòng)出擊”戰(zhàn)術(shù)。網(wǎng)民一上網(wǎng)，這些公司便把相關(guān)的咨詢和其他信息自動(dòng)地發(fā)送到他們的電腦中。

　　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.

　　雖然有類似尼爾森的傳媒研究機(jī)構(gòu)正在開(kāi)發(fā)技術(shù)，提高對(duì)收視訪問(wèn)者得量化測(cè)評(píng)及其跟蹤，但對(duì)于某一個(gè)廣告什么人在看，此人看了幾次，卻很難估計(jì)。

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

　　雖然網(wǎng)上促銷宣傳頗具誘惑力也很先進(jìn)，卻并非完美無(wú)瑕。

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

　　業(yè)內(nèi)專家們建議，一個(gè)精心策劃的營(yíng)銷組合應(yīng)把網(wǎng)上促銷作為其他宣傳方式的補(bǔ)充。

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

　　在網(wǎng)上開(kāi)展廣告宣傳對(duì)公司有什么好處?

　　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?

　　你認(rèn)為網(wǎng)上廣告宣傳的成功關(guān)鍵是什么?

　　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?

　　你認(rèn)為互聯(lián)網(wǎng)促銷最適合哪類對(duì)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?)

　　你認(rèn)為網(wǎng)絡(luò)促銷可以替代傳統(tǒng)促銷方式嗎?(為什么?)

　　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 選擇某家網(wǎng)絡(luò)公司進(jìn)行網(wǎng)上購(gòu)物需注意哪些要點(diǎn)?

　　l Delivery time 交貨時(shí)間

　　l Special offers 提供的優(yōu)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.

　　選擇某家網(wǎng)絡(luò)公司購(gòu)物的時(shí)候，考慮交貨時(shí)間非常重要，因?yàn)楫?dāng)一個(gè)公司決定在線購(gòu)買物品，除其他優(yōu)勢(shì)外，通常是因?yàn)檫@樣做方便且快捷。如果一筆在線訂單花費(fèi)很長(zhǎng)時(shí)間運(yùn)送，公司將不會(huì)再在這家網(wǎng)絡(luò)購(gòu)買產(chǎn)品。

　　其次，許多網(wǎng)絡(luò)公司提供優(yōu)惠來(lái)吸引消費(fèi)者，比如打折促銷等，如果你在線購(gòu)物，將會(huì)更加合算。特別優(yōu)惠也是考慮選擇購(gòu)買的網(wǎng)絡(luò)公司時(shí)一個(gè)重要的考慮因素。

　　此外，銷售商品的范圍也應(yīng)該考慮。范圍廣的商品將吸引更多客戶。

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