网络营销外文翻译.docx

网络营销外文翻译.docx

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网络营销外文翻译

E---MARKETING

（From:

E--MarketingbyJudyStrauss,AdelEl--Ansary,RaymondFrost---3rded.1999byPearsonEducationpp.G4-G25.

AsthegrowthofGshows,somemarketingprinciplesneverchange.Marketsalwayswelcomeaninnovativenewproduct,eveninacrowdedfieldofcompetitors,aslongasitprovidescustomervalue.Also,Google`ssuccessshowsthatcustomerstrustgoodbrandsandthatwell-craftedmarketingmixstrategiescanbeeffectiveinhelpingnewcomersentercrowdedmarkets.Nevertheless,organizationsarescramblingtodeterminehowtheycanuseinformationtechnologyprofitablyandtounderstandwhattechnologymeansfortheirbusinessstrategies.Marketerswanttoknowwhichoftheirtime-estedconceptswillbeenhancedbytheInternet,databases,wirelessmobiledevices,andothertechnologies.TherapidgrowthoftheInternetandsubsequentburstingofthedot-combubblehasmarketerswondering,"Whatnext?

"Thisarticleattemptstoanswerthesequestionsthroughcarefulandsystematicexaminationofsuccessfule-mar-ketingstrategiesinlightofproventraditionalmarketingpractices.

（SalesPromotion;E--Marketing;Internet;StrategicPlanning

1.WhatisE--Marketing

E--Marketingistheapplicationofabroadrangeofinformationtechnologiesfor:

Transformingmarketingstrategiestocreatemorecustomervaluethroughmoreeffectivesegmentation,andpositioningstrategies;Moreefficientlyplanningandexecutingtheconception,distributionpromotion,andpricingofgoods,services,andideas;andCreatingexchangesthatsatisfyindividualconsumerandorganizationalcustomers`objectives.

Thisdefinitionsoundsalotlikethedefinitionoftraditionalmarketing.Anotherwaytoviewitisthate-marketingistheresultofinformationtechnologyappliedtotraditionalmarketing.E-marketingaffectstraditionalmarketingintwoways.First,itincreasesefficiencyintraditionalmarketingstrategies.Thetransformationresultsinnewbusinessmodelsthataddcustomervalueand/orincreasecompanyprofitability.

2.Environment,Strategy,andPerformance（ESP

E-Marketingflowsformtheorganization`soveralle-businessstrategiesandselectedbusinessenvironment,wherelegal,technological,competitive,marketrelated,andotherenvironmental,factorsexternaltothefirmcreatebothopportunitiesandthreats.OrganizationsperformSWOTanalysestodiscoverwhatstrengthsandweaknessestheyhavetodeployagainstthreatsandopportunities.ThisSWOTanalysisleadsintoe-businessande-marketingstrategy.Firms,selecte-businessstrategiesande-businessmodels,andthenmarketersformulatestrategyandcreatee-marketingplansthatwillhelpthefirmaccomplishitsoverallgoals.Thefinalstepistodeterminethesuccessofthestrategiesandplansbymeasuringresults.Performancemetricsarespecificmeasuresdesignedtoevaluatetheeffectivenessandefficiencyofthee-businessande-marketingoperations.thisissoimportantintoday`se-businessclimatethatmediareportsseemtobefullofreferencestoROIandothermeasuresofsuccessfore-businessstrategiesandtacticsfeaturedinthemodel.

Theespmodelmightjustaseasilydepictabrick-and-mortarbusinessprocess-byremovingafew"e`s"thisunderscorestheideathate-businessesarebuiltonsoundpracticesandprovenprocessesbutwithimportante-transformationsandemarketingpractices,asdiscussedinthisbook.

ThischapterexaminestheenvironmentalfactorsintheESPmodel,whereasChapter4andChapter5exploretheseimportantfactorsinmoredepth.Chapter2delvesintothestrategyarea,andChapter3discussesthee-marketingplanningprocess.

Themarketingenvironmentiseverchange,providingplentyofopportunitiestodevelopnewproducts,newmarkets,andnewmediatocommunicatewhitcustomers,plusnewchannelstoreachbusinesspartners.Atthesametime,theenvironmentposes!

Competitive,economic,andotherthreats.Thissectionintroducesthreekeyenvironmentalfactorsthataffecte-marketing:

legal,technological,andmarketrelatedfactors.

Currentandpendinglegislationcangreatlyinfluencee-marketingstrategies.Chiefamongthesearelawsconcerningprivacy,digitalproperty,expression,andfraud.Privacyisdifficulttolegislate,yetitiscriticallyimportanttoconsumerswhoroutinelyyieldpersonalinformationovertheInternet.Onehotissueinvolvesopt-oute-mail.ThisoccurswhenusersmustuncheckaWebpageboxtoavoidbeingputonafewusersreadtheWebpagecarefullyenoughtonoticetheopo-outbox.Digital

propertyproblemsbeganintheWeb`searlydaysandcontinuetopuzzlefirmsandlegislatorsalike.Inamediumwherecontentisfreelydistributed,itcanbefreelyrippedoff-notagoodthingforthecontentauthors.Spam,offensivecontent,andotherformsofpersonalexpressionconflictwhituserrightsandthus,fromanongoingdiscussionamonglegislaerneeds?

Finally,newtechnologybringsnewopportunitiesforfraud.Althoughregulatoryagenciesareworkinghardtopreventfraud,enforcementisdifficultinanetworkedworld.TechnologicaldevelopmentsarealteringthecompositionofInternetaudiencesaswellasthequalityofmaterialthatcanbedeliveredtothem.Forexample,about20%oftheU.S.Populationenjoyshigh-bandwidthconnections-primarilycablemodemsandDSLlines--thatenabledeliveryofmultimediacontent.SomeWebsitesarebeginningtocreatethreeformsofcontent:

ahigh--speedmultimediaform,astandardPCoffering,andahandheldformatforwirelessdevicessuchascellphones.Theprolofera-tionofwirelessdevicescreatesanewsetofdesignchallengesasfirmstrytosqueezecontentontotinierscreens.Alsoimportantaretechnologyconcernsindevelopingcountries.Ascommunicationinfrastructuresimproveandmorepeopleusehandhelddevices,newgeographicmarketsdevelop.Further,e-marketingisevolvingthroughsoftwareadvances.Forinstance,technologiesthattargetconsumersaccordingtotheironlinebehaviorarebecomingincreasinglysophisticated.IncorporatingthesetechnologiesintoWebsitedesigncangiveafirmadistinctcompetitiveadvantage.

3.E-BusinessMarkets

SergioZyman,formerlychiefmarketingofficerofCoca-cola,hasbeenquotedassaying,marketingissupposedtosellstuff.Onewayinformationtechnologyhelpssellstuffiftheydon’t`identifyappropriatemarkets.Exhibit1—5highlightsthreeimportantmarketsthatbothsellandbuytoeachother:

businesses,consumers,andgovernments.AlthoughthisbookfocusesontheB2Cmarketsarewheremostbusinessactivityoccurs.

ThebusinessmarketishugebecauseahigherproportionoffirmsareconnectedtotheInternetthanconsumers,especiallyindevelopingcountries.MuchoftheB2Bonlineactivityistransparenttoconsumersbecauseitinvolvesproprietarynetworksthatallowinformationanddatabasesharing.ConsiderFedEx,thepackagedeliveryfirm.Thiscompanymaintainsmation.Itscustomerscanscheduleapackagepick-upusingtheWebsite,trackthepackageusingaPCorhandheldPalmPilot,andpaythe

shippingbillonline.Sometimestheshippingorderisautomaticallytriggeredwhenamailnotificationofitsdeliveryprogresstotheretailer.

TheInternetisaglobalmarketwithopportunitiesexistinginunimaginedlocations,whichiswhye-marketersmustunderstandconsumersinpotentialgeographicsegments.Forexample,withanannualaverageincomeofUS$300,Vietnamesecitizenswhoopttospend28%oftheirsalaryononlineservicesdonothavemuchpurchasingpower.Further,therearewaitinglistsforautomobilesinVietnam,soanonlinebrandingcampaignmightbeawasteofresources.Conversely,IcelandandDenmarkaretwoofthemostwiredcountriesintheworldwithover60%Internetpenetration.Also,consumersinmanycountriespaybytheminuteforlocalphoneaccess.ThisisatremendousdeterrenttothekindofcasualsurfingpracticedbyInternetusersindevelopednations.Inaddition,theinfrastructureinsomecountriesdoesnotsupporthigh-speedmodems.Contentdeliveredtothesecountriesmay,therefore,havetobelightonbandwidth.Chapters15and16lookatglobalInternetmarketsinmoredetail.

4.StrategicPlanning

Amazon,likeeveryothermarketeronandofftheWeb,usesstrategicplanningtogetreadyforaprofitableandsustainablebusinessfuture.Strategicplanningisthe“managerialprocessofdevelopingandmaintainingaviablefitbetweentheorganization`sobjectives”,TwokeyelementsofstrategicplanningarethepreparationofaSWOTanalysisandtheestablishmentofstrategicobjectives.theSWOTanalysisexaminesthecompany`sinternalstrengthsandweaknesseswithrespecttotheenvironmentandthecompetitionandlooksatexternalopportunitiesandthreats.Opportunitiesmayhelptodefineatargetmarketoridentifynewproductopportunities,whilethreatsareareasofexposure.

Inaparallelfashion,marketingstrategybecomese-marketingstrategywhenmarketersusedigitaltechnologytoimplementthestrategy.Strategice-marketingisthedesignofmarketingstrategythatcapitalizesontheorganization’selectronicorinformationtechnologycapabilitiestoreachspecifiedobjectives.Inessence,strategice-marketingiswheretechnologystrategyandmarketingstrategywedtoformtheorganization’se-marketingstrategy.

Regardlessofwhetheracustomerbuysfromthestone,thecatalog,ortheWebsite,orwhethercontactismadebyphone,inperson,throughe-mail,orbypostalmail,

employeescanaccessthecomputerizeddatabaseforup-to-dateaccountactivityandinformationwhendealingwithcustomers.

Moststrategicplansexplaintherationaleforthechosenobjectivesandstrategies.Thisisespeciallytrueforasinglee-businessprojecttryingtowinitsshareof