网络营销营销思想和策略的未来革命文献翻译.docVIP

网络营销——营销思想和策略的未来革命文献翻译 Web-based marketing The coming revolution in marketing thought and strategy Abstract The web is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing marketing strategies for the web. In this paper, we propose that the web is fundamentally changing, and will continue to change marketing thought and practice. The paper suggests that the web-based markets of tomorrow may have little resemblance to the markets of today. We discuss the emergence of reverse marketing, customer-centric marketing, effective-efficiency, adaptation, expectation management, marketing process focus and fixed cost marketing in the context of marketing theory and practice. In addition, we discuss customer behaviors such as cocreation, universal availability, use of infome diaries, temporal shifts, open pricing and a move toward bricks to clicks. ?2002 Elsevier Inc. All rights reserved. Keywords: Web based marketing; B2B; B2C; CRM; Reverse marketing; Cocreation Introduction In the agricultural era and, recently, even in developing countries, consumers and businesses bought products close to their physical location and had them adapted toward their needs. In this structure, most marketing transactions were initiated by the customer and were adapted to her/his specific needs (e.g., tailors and clothing). Production was typically initiated after receiving the customer order, and specialization was at a local level. This mode shifted with the advent of mass manufacturing and mass transportation (especially after World War II). The costs of mass- manufactured goods were dramatically lower than small-lot adaptable local products, leading to market dominance by mass produced goods. Marketing also became more organization initiated as products were first manufactured and then marketed. The Internet creates a fundamental shift in business and consumer behaviors similar to that of the Indust