【正文】 mportant, but customers’ perceptions of the product, called the product’s brand, can be as important as the actual characteristics of the product. 產(chǎn)品是公司所銷(xiāo)售的實(shí)體產(chǎn)品或服務(wù)，產(chǎn)品的內(nèi)在特點(diǎn)非常重要，但客戶(hù)對(duì)產(chǎn)品的感知（稱(chēng)為產(chǎn)品的品牌）同產(chǎn)品的實(shí)際特點(diǎn)同樣重要。一年后，效果出來(lái)了，客戶(hù)數(shù)增長(zhǎng)三倍，銷(xiāo)售增長(zhǎng)四倍。 Summary ?In last lecture, you learned about上一講講述了 IV. Every organization must realize that visitors to its Web site arrive with a variety of expectations, prior knowledge, and skill levels, and are connected to the Inter through different technologies. 每個(gè)組織都必須知道：網(wǎng)站的訪問(wèn)者有多種不同的期望，知識(shí)不同，技能也有差異，而且是用不同的技術(shù)連到互聯(lián)網(wǎng)上的。 Chapter 4 MARKETING ON THE WEB Summary ?In last lecture, you learned about上一講講述了 I. Companies sometimes face the challenges of channel conflict and cannibalization either within their own organizations or with the panies that have traditionally provided sales distribution to consumers for them. 公司有時(shí)會(huì)面臨企業(yè)內(nèi)部或者同傳統(tǒng)經(jīng)銷(xiāo)商之間的渠道沖突和互斥帶來(lái)的挑戰(zhàn)。 Key Terms ?Channel Conflict 渠道沖突 ?Cannibalization 互斥 ?Strategic Alliances 戰(zhàn)略聯(lián)盟 ?Channel Distribution Management 渠道管理 ?channel cooperation 渠道合作 ?stockholders 股東 ?WEB PRESENCE 網(wǎng)上展示 Key Terms ?WEB SITE_USABILITY 網(wǎng)站的可用性 ?ProfitDriven Organizations 營(yíng)利組織 ?NotforProfit Organizations 非營(yíng)利組織 ?Product showroom 產(chǎn)品展示廳 ?financial report 財(cái)務(wù)報(bào)告 ?Trusting relationship 信任關(guān)系 ?Twoway contact channel 雙向的接觸渠道 Introduction In September 1997, a new gift shop opened for business on the Web. There were already many gift shops on the Web at that time. however, this store, named , carried items that were chosen specifically to meet the needs of lastminute (立即送達(dá) ) gift shoppers. The pany’s two major strengths were its promise of nextday delivery on all items and its site layout, in which gift selections were organized by holiday rather than by product type. By 1999 the pany had 90,000 customers signed up for GiftAlert and was doing about $1 million in annual sales. It carried about 500 products, and each of the products was chosen to yield a gross margin (毛利率 ) of at least 40 percent. Introduction ? The pany hired Hilary Billings, a retail marketing executive whose experience included building the Pottery Barn catalog business at WilliamsSonoma, to create a brandbuilding strategy and obtain financing to implement that strategy. 公司聘請(qǐng)了希拉里 MARKETING ON THE WEB 網(wǎng)絡(luò)營(yíng)銷(xiāo) ?Why? ? WEB MARKETING STRATEGIES 網(wǎng)絡(luò)營(yíng)銷(xiāo)戰(zhàn)略 Contents ? ProductBased Marketing Strategies 產(chǎn)品核心的營(yíng)銷(xiāo)戰(zhàn)略 ? CustomerBased Marketing Strategies 客戶(hù)核心的營(yíng)銷(xiāo)戰(zhàn)略 ? COMMUNICATING WITH DIFFERENT MARKET SEGMENTS與不同細(xì)分市場(chǎng)的溝通 ? Trust and Media Choice 信任與媒體選擇 ? Market Segmentation市場(chǎng)細(xì)分 ? Market Segmentation on the Web 網(wǎng)上市場(chǎng)細(xì)分 1. WEB MARKETING STRATEGIES 網(wǎng)絡(luò)營(yíng)銷(xiāo)戰(zhàn)略 As you learned in last lecture, panies—even those in the same industry—try to create unique presences in their markets. A pany’s marketing strategy is an important tool that works with its Web presence to get the pany’s message across to both its current and prospective customers. Most marketing classes organize the essential issues of marketing into the four Ps of marketing: product, price, promotion, and place. 公司 （ 即便是同一行業(yè)的公司 ） 應(yīng)該在市場(chǎng)上創(chuàng)建獨(dú)特的展示。 ?四 P原則： Product The price element of the marketing mix is the amount the customer pays for the product. 營(yíng)銷(xiāo)組合中的價(jià)格是客戶(hù)購(gòu)買(mǎi)產(chǎn)品愿意支付的金額。 Promotion The issue of place (also called distribution) is the need to have products or services available in many differ nt locations. 渠道（也稱(chēng)分銷(xiāo)）是指將產(chǎn)品或服務(wù)供應(yīng)到各地。 1. WEB MARKETING STRATEGIES 網(wǎng)絡(luò)營(yíng)銷(xiāo)戰(zhàn)略 （ 1） . ProductBased Marketing Strategies 產(chǎn)品核心的營(yíng)銷(xiāo)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(hù)群提供多種產(chǎn)品 ， 在制定營(yíng)銷(xiāo)戰(zhàn)略時(shí) ， 應(yīng)該綜合考慮產(chǎn)品的性質(zhì)和客戶(hù)的特點(diǎn) 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營(yíng)銷(xiāo)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(hù)是按照商品品類(lèi)來(lái)考慮需求的 。 (1). ProductBased Marketing Strategies 產(chǎn)品核心的營(yíng)銷(xiāo)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(wèn)者是來(lái)尋找特定的產(chǎn)品 ， 這種方式就非常有效 。 (2). CustomerBased Marketing Strategies 客戶(hù)核心的營(yíng)銷(xiāo)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(yíng)銷(xiāo)服務(wù)和技術(shù) ， 客戶(hù)包括旅行社 、 航空公司 、 自己有旅游部門(mén)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(xiāo)售 ） 。 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(guò)建筑設(shè)計(jì)與室內(nèi)布局來(lái)傳遞營(yíng)銷(xiāo)信息 。 潛在客戶(hù)與網(wǎng)上企業(yè)的唯一接觸就是這些企業(yè)通過(guò)媒體和自己的網(wǎng)站所傳遞的形象 。 (4). Trust and Media Choice 可信任的 媒體選擇 Figure shows how these three information dissemination models pare