电子商务英语（ 第二版） 08.pptVIP

尚辅网 Increasingly companies are classifying customers into groups and creating targeted messages for each group The sizes of these targeted groups can be smaller when companies are using the Web--in some cases, just one customer at a time can be targeted. New research into the behavior of Web site visitors has even suggested that Web sites can respond differently to visitors who arrive at a site with different needs at different times. 现在，很多公司将客户分组，针对不同客户组进行相应的目标营销。在网上可以划分出更小的客户组，甚至每组只有一个客户。对访问者行为的最新研究甚至建议，网站应该对每位在不同时间有不同需求的访问者都做出不同响应。 Most companies use the term marketing mix to describe the combination of elements that they use to achieve their goals for selling and promoting their products and services. 很多公司用营销组合这个术语来描述为销售产品与服务所用手段的组合。 Essential Issues of Marketing营销要素： The essential issues of marketing includes the four Ps of marketing: product, price, promotion, and place. 营销要素包括营销4P，即产品（Product）、价格（Price）、促销（Promotion）与渠道（Place）。 Product is the physical item or service that a company is selling. The intrinsic characteristics of the product are important, but customers perceptions of the product, called the products brand, can be as important as the actual characteristics of the product. 产品是公司所销售的实体产品或服务，产品的内在特点非常重要，但客户对产品的感知（称为产品的品牌）同产品的实际特点同样重要。 The price element of the marketing mix is the amount the customer pays for the product. In recent years, marketing experts have argued that companies should think of price in a broader sense, that is, the total of all financial costs that the customer pays (including transaction costs) to obtain the product. This total cost is subtracted from the benefits that a customer derives from the product to yield an estimate of the customer value obtained in the transaction. 营销组合中的价格是客户购买产品愿意支付的金额。近年来，营销专家提出，应该从广义看待价格，即客户为获得产品所愿意付出的所有财务成本（包括交易成本）。客户从产品中得到的好处减去总成本的结果称为客户从交易中得到的客户价值。 Promotion includes any means of spreading the word about the product. On the Internet, new possibilities abound for communi