【正文】 Marketing Approaches for the Web Tutorial 4 SESSION —— Creating and Maintaining Brands on the Web ?Elements of Branding 1) differentiation（特色） The pany must clearly distinguish its product from all others in the market.（公司必須將它的產(chǎn)品與市場(chǎng)中的其他產(chǎn)品清晰的區(qū)分開來(lái)。 Tutorial 4 SESSION —— Creating and Maintaining Brands on the Web ?Other Web Branding Strategies One method that is working for wellestablished Web sites is to take their dominant positions and extend them to other products and services. Of course, this leveraging approach only works for firms that already have Web sites that dominate a particular market. 對(duì)于成熟的網(wǎng)站，另一種可以使用的方法是立足于自己占統(tǒng)治地位的市場(chǎng)，然后將其擴(kuò)張到其他產(chǎn)品和服務(wù)。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。 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(guò)一美分。 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