【正文】 these logistics and distribution problems, it can certainly help. For example, digital products (such as information, news, software, music, video, and ebooks) can be delivered almost instantly on demand through the Inter. 在最佳時(shí)間將合適的產(chǎn)品送到正確的地點(diǎn)是商務(wù)活動(dòng)出現(xiàn)之后一直困擾公司的難題 。 雖然互聯(lián)網(wǎng)并不能完全解決這些物流與分銷難題 ， 但是可以帶來很多幫助 。 例如 ， 數(shù)字化產(chǎn)品 （ 如軟件 、 音樂 、 電子圖書等 ） 可以通過互聯(lián)網(wǎng)立即按需交付 。 1. WEB MARKETING STRATEGIES 網(wǎng)絡(luò)營銷戰(zhàn)略 （ 1） . ProductBased Marketing Strategies 產(chǎn)品核心的營銷戰(zhàn)略 Most panies offer a variety of products that appeal to different groups. When creating a marketing strategy, managers must consider both the nature of their products and the nature of their potential customers. Managers at many panies think of their businesses in terms of the products and services they sell. This is a logical way to think of a business because panies spend a great deal of effort, time, and money to design and create those products and services. 很多公司向不同的客戶群提供多種產(chǎn)品 ， 在制定營銷戰(zhàn)略時(shí) ， 應(yīng)該綜合考慮產(chǎn)品的性質(zhì)和客戶的特點(diǎn) 。 很多公司的管理人員是根據(jù)所銷售的產(chǎn)品或服務(wù)來開展業(yè)務(wù)的， 這樣是合理的 ， 畢竟公司花費(fèi)了大量精力 、 時(shí)間和資金來設(shè)計(jì)與開發(fā)這些產(chǎn)品或服務(wù) 。 If you ask managers to describe what their panies are selling, they usually provide you with a detailed list of the physical objects they sell or use to create a service. When customers are likely to buy items from particular product categories, or are likely to think of their needs in terms of product categories, this type of productbased organization makes sense. 如果你讓管理人員描述公司銷售什么 ， 他們往往給你羅列出詳細(xì)的物品清單 。 當(dāng)客戶愿意從特定商品品類里采購商品或者愿意根據(jù)商品品類來考慮自己的需求時(shí) ， 這種產(chǎn)品核心的組織就很有效 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營銷戰(zhàn)略 Most office supplies stores on the Web believe their customers organize their needs into product categories. 很多辦公用品網(wǎng)上商店認(rèn)為客戶是按照商品品類來考慮需求的 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營銷戰(zhàn)略 For Example: The Staples page has tabbed headings near the top of the page that are links to product categories. More detailed product category links fill the center of the page. Staples designed its page to meet the needs of the customer who has a specific product category in mind. Staples 的主頁在頁面頂端是商品品類的鏈接，頁面中間滿是更細(xì)的品類鏈接。 這種設(shè)計(jì)是為了滿足頭腦里已有特定品類需求的客戶。 Even the search box near the top of the page includes a dropdown list of categories so that customers can narrow their searches within categories. 頁面頂端的檢索框還提供了一個(gè)列出品類下拉式列表，以便客戶在某個(gè)品類里進(jìn)行檢索。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營銷戰(zhàn)略 If customers arrive at these Web sites looking for a specific type of product, this approach works well. Alternatively, customers who are looking to fulfill a specific need, such as outfitting a new sales office or choosing a graduation gift, might not find these Web sites as useful. 如果訪問者是來尋找特定的產(chǎn)品 ， 這種方式就非常有效 。 如果客戶是為了滿足特定的需求 （ 如配備新辦公室或?qū)ふ耶厴I(yè)禮品 ） ， 可能發(fā)現(xiàn)這種網(wǎng)站的用處不大 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營銷戰(zhàn)略 So many marketing researchers and consultants advise panies to think as if they were their own customers and to design their Web sites so that customers find them to be enabling experiences that can help customers meet their individual needs. 很多營銷研究人員和咨詢專家建議公司設(shè)計(jì)網(wǎng)站時(shí)把自己當(dāng)做客戶 ， 根據(jù)自己的體驗(yàn)進(jìn)行設(shè)計(jì) ， 以幫助客戶滿足特殊的需求 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營銷戰(zhàn)略 (2). CustomerBased Marketing Strategies 客戶核心的營銷戰(zhàn)略 In last lecture, you learned that the Web creates an environment that allows buyers and sellers to engage in plex munications modes. The munication structures on the Web can bee much more plex than those in traditional mass media outlets such as broadcast（ 廣播 ） and print advertising. When a pany takes its business to the Web, it can create a Web site that is flexible enough to meet the needs of many different users. Instead of thinking of their Web sites as collections of products, panies can build their sites to meet the specific needs of various types of customers. A good first step in building a customerbased marketing strategy is to identify groups of customers who share mon characteristics. 采用客戶核心營銷戰(zhàn)略的第一步是識別具有相同特征的客戶群 。 (2). CustomerBased Marketing Strategies 客戶核心的營銷戰(zhàn)略 Sabre Holdings is a pany that sells marketing services and technology to support those services to the travel industry. Its customers include travel agencies, airlines, large panies that have inhouse travel departments, and travel consolidators (panies that buy blocks of airline seats and hotel rooms, then resell them as vacation packages). Sabre 公司為旅游業(yè)提供營銷服務(wù)和技術(shù) ， 客戶包括旅行社 、 航空公司 、 自己有旅游部門的大公司 、 旅游聯(lián)合公司 （ 大批預(yù)訂機(jī)票和酒店房間 ， 打包成度假產(chǎn)品再銷售 ） 。 (2). CustomerBased Marketing Strategies 客戶核心的營銷戰(zhàn)略 ? Example: Marketers can use their experience with selling in their industries to identify those subgroups and then develop marketing strategies and tactics(方法 、 戰(zhàn)略 ) that will effectively reach customers in each subgroup. 營銷人員可以利用自己的從業(yè)經(jīng)驗(yàn)來識別這些細(xì)分的客戶， 制定相應(yīng)的營銷戰(zhàn)略與戰(zhàn)術(shù)來有效接觸這些客戶 。 (2). CustomerBased Marketing Strategies 客戶核心的營銷戰(zhàn)略 ? How: (3). COMMUNICATING WITH DIFFERENT MARKET SEGMENTS 與不同細(xì)分市場的溝通 I. Identifying groups of potential customers is just the first step in selling to those customers. An equally important ponent of any marketing strategy is the selection of munication media to carry the marketing message. 識別不同的客戶群只是向這些客戶群銷售產(chǎn)品的第一步 。 選擇傳遞營銷信息的 溝通媒體 是所有營銷戰(zhàn)略的重要組成 。 II. In the physical world, panies can convey large parts of their messages by the way they construct buildings and design their floor spaces. For example, banks have traditionally been housed in large, solidlooking buildings that provide passers by an ample view of the main safe and its thick, sturdy door. Banks use these physical manifestations of reliability and strength to convey an important part of their service offerings—that a customer’s money is safe and secure with the bank. 在現(xiàn)實(shí)世界里 ， 公司可以通過建筑設(shè)計(jì)與室內(nèi)布局來傳遞營銷信息 。 例如 ， 銀行一般選擇龐大堅(jiān)固的辦公場所 ， 路人能看到安全的主體建筑和厚重的大門 。 銀行以這些體現(xiàn)出可靠與實(shí)力的外表來