【正文】 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 。 1. WEB MARKETING STRATEGIES 網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略 （ 1） . ProductBased Marketing Strategies 產(chǎn)品核心的營(yíng)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(yíng)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) 。 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 。 Promotion The issue of place (also called distribution) is the need to have products or services available in many differ nt locations. 渠道（也稱分銷）是指將產(chǎn)品或服務(wù)供應(yīng)到各地?？蛻魪漠a(chǎn)品中得到的好處減去總成本的結(jié)果稱為客戶從交易中得到的客戶價(jià)值。 ?四 P原則： Product The price element of the marketing mix is the amount the customer pays for the product. 營(yíng)銷組合中的價(jià)格是客戶購買產(chǎn)品愿意支付的金額。 營(yíng)銷教科書將營(yíng)銷戰(zhàn)術(shù)歸成營(yíng)銷 4P ， 即 產(chǎn)品（ Product ） 、 價(jià)格 （ Price ） 、 促銷 （ Promotion ） 與 渠道 ( Place ） 。 MARKETING ON THE WEB 網(wǎng)絡(luò)營(yíng)銷 ?Why? ? WEB MARKETING STRATEGIES 網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略 Contents ? ProductBased Marketing Strategies 產(chǎn)品核心的營(yíng)銷戰(zhàn)略 ? CustomerBased Marketing Strategies 客戶核心的營(yíng)銷戰(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。 ?Why? Introduction ? Billings launched a massive brand awareness campaign that included online advertising, buses in seven major cities painted red and festooned with large red bows, and print advertising in upscale publications. One year later, the results of this extensive makeover and substantial moary investment were clear. RedEnvelope had tripled its number of customers and had increased sales by over 400 percent. 比林斯啟動(dòng)了一個(gè)大規(guī)模的品牌宣傳活動(dòng)，包括網(wǎng)上廣告、七大城市的公共汽車廣告（漆成紅色并繪上很大的彩虹）、高檔雜志上印刷廣告等。 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 ?In last lecture, you learned about上一講講述了 Summary ?In last lecture, you learned about上一講講述了 III. By understanding how the Web differs from other media and by designing a Web site to capitalize on those differences, panies can create an effective Web presence that delivers value to ，并設(shè)計(jì)出能充分利用這些區(qū)別的網(wǎng)站，以便創(chuàng)建能夠?yàn)樵L問者遞送價(jià)值的網(wǎng)上展示。 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)銷商之間的渠道沖突和互斥帶來的挑戰(zhàn)。 Summary II. In accordance with the work model of organization that you learned about in Chapter 1, panies undertaking electronic merce initiatives sometimes form strategic alliances with other panies or contract with channel distribution managers to obtain their skills in Web site operation or their product category knowledge. 正如第 1章的組織網(wǎng)絡(luò)模型所介紹的，開展電子商務(wù)的公司有時(shí)會(huì)同其他公司建立戰(zhàn)略聯(lián)盟或者同分銷渠道企業(yè)簽約，來獲得它們的網(wǎng)站管理技能或商品品類知識(shí)。 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。 比林斯（ Hilary Billings ) ， 她在很多零售企業(yè)擔(dān)任過營(yíng)銷總監(jiān)，曾為零售店著名 WilliamsSonoma組建起 Pottery Barn 郵購店。一年后，效果出來了，客戶數(shù)增長(zhǎng)三倍，銷售增長(zhǎng)四倍。 公司的營(yíng)銷戰(zhàn)略加上網(wǎng)站展示 ， 可以將公司的信息傳遞給自己的客戶與潛在客戶 。 1. WEB MARKETING STRATEGIES 網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略 Product is the physical item or service that a pany is selling. The intrinsic characteristics of the product are important, but customers’ perceptions of the product, called the product’s brand, can be as important as the actual characteristi