新的电子商务营销过程与解决艰难的问题外文翻译.doc

毕业论文外文翻译 题　　目：　　　　　企业网络营销策略研究　　　　　　　　　　　　　 一、外文原文 标题：Pull to push: The new E-marketing process and Tackling tough topics: Anticipating and mastering the media interview 原文：Before the Internet, business buyers had limited options for learning about your company's product and services. This simplified the marketer's job. They built brands from the top down, staring with mass communications, such as trade advertising and press releases, and targeted tactics Use direct mail and sales collateral. In each case, marketers pushed promotional Information into the market. Prospects received information because marketers chose the right media to reach them. I5y repeatedly casting a big enough net, you were bound to catch some customers. Today, prospective customers can get information about any product, service or subject fume the Internet, when and how they wish.Their options include keyword searches, e-newsletter subscriptions and blog surfing. Opinion oriented, personal-soap box content on blogs has received most of the attention, yet this aspect of the medium has been over hyped as a marketing tool. The real potential for marketers lays in the delivery mechanism — RSS feeds. RSS (Really Simple Syndication) is a technology that can bridge the gap between the information you passively offer on your Web site and the information you'd like to push directly into the marketplace via e-mail. Here’s a workable sequence of communication tools and tactics that can move prospects from merely being curious to asking for a proposal. The middle steps, involving RSS, are what are new in the sequence that moves firm pure pull to pure push. Your Web site In the beginning of the e-world, there was the Web site. It's still the backbone of the business information matrix, maintaining vigil around the clock, explaining and promoting your offering.Recent surveys by Marketing Sherpa and Enquire indicate that more than 90 percent Of business people use the Internet to research major business deci