【正文】
當(dāng)然,這種擴(kuò)張市場(chǎng)的方法僅適用于那些已創(chuàng)建了網(wǎng)站并且該網(wǎng)站己主宰了某個(gè)市場(chǎng)的公司。只要公司擁有客戶的電子信箱地址,他們?yōu)榭蛻舭l(fā)送的每一封電子郵件其成本不超過一美分。客戶往往會(huì)在某個(gè)網(wǎng)站上訂閱特定類型的電子郵件,其他公司要從該網(wǎng)站購(gòu)買其客戶的電子郵件地址,需要在單位郵件發(fā)送成本上添加幾美分到一美元的不等費(fèi)用。 Tutorial 4 QUICK CHECK 4 (1) True or False: Radio and television are examples of addressable media. (2) The underlying munications model for personal contact sales is to . (3) Describe the defining characteristic of product information searches on the Web. (4) What danger is faced by large firms that do not acknowledge and use the Web’s capability for meaningful twoway munication with their customers? (5) What term(s) define the process when an online music store such as CDnow gathers information about its customer’s purchase patterns and preferences, and then uses that information to improve the customer’s shopping experience? (6) The practice of sending messages to people who have requested information on a particular topic is part of what marketing strategy? (7) True or False: An offer to help Web users in some way or offer value in exchange for those users viewing an ad is called rational branding. Tutorial 4 QUICK CHECK 4 (1)判斷對(duì)或錯(cuò):收音機(jī)和電視機(jī)屬于有址媒缽。 Tutorial 4 SESSION —— Creating and Maintaining Brands on the Web ?Other Web Branding Strat