商務(wù)英語課件tutorial_-文庫吧資料
2024-08-03 20:20本頁面
【正文】 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)。） Tutorial 4 SESSION —— Creating and Maintaining Brands on the Web ?Emotional Branding vs. Rational Branding Rational branding substitutes an offer to help Web users in some way in exchange for their viewing an ad. The emotional appeal of a television ad is replaced with the cognitive appeal of providing functional assistance. 理性品牌策略是指在為 web用戶提供某種方式幫助的同時(shí)要求他們?yōu)g覽廣告。） 2) relevance（恰當(dāng)性） Relevance is the degree to which the product offers utility to a potential customer.（即產(chǎn)品提供給潛在客戶的實(shí)用程度。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。 customer’s choice Through intermediaries chosen by seller Pricing of products Negotiated with each customer Set by seller for all customers New product features Respond to customer demands Sellerdetermined based on its own research and development Dimensions Technologyenabled customer relationship management Traditional relationships with customers Measurements used to manage the customer relationship Customer retention, total value of the individual customer relationship Market share,
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