电子商务英语 第二版 6 10练习答案.docVIP

UNIT 6 1. 1) Customer Relationship Management solutions help your customers feel in control by being able to access information when, where and how they want to. The result: they have more power, more choices and fewer reasons to turn to your competitors. 2) Researchers have begun to identify common patterns of behavior and to categorize those behavior patterns. One set of categories that marketers use today includes browsers, buyers, and shoppers. 3) Researchers have identified several stages of loyalty as customer relationships develop over time. They are awareness, exploration ,familiarity, commitment and separation. 4) Bargainers enjoy searching for the best price or shipping terms and are willing to visit many sites to do that. 5) The idea of technology-enabled relationship management has become possible when promoting and selling on the Web. Technology-enabled relationship management occurs when a firm obtains detailed information about a customers behavior, preferences, needs, and buying patterns, and uses that information to set prices, negotiate terms, tailor promotions, add product features, and otherwise customize its entire relationship with that customer. 2. A. the costs of the customer relationship market segmentation micro marketing life-cycle of the customer technology-enabled CRM the modes of generating revenue B. 行为细分　　　　　　　　　　　　　　　转换成本 　　一对一市场营销　　　　　　　　　　　客户价值 　　分销渠道　　　　　　　　　　　　　　　网上购买 Ｃ． (1)E (2)C (3)B (4)A (5)H (6)I (7)J (8)D (9)G (10)F ３.在现实当中有时企业能够根据客户需求为客户创造不同的体验。例如，一家公司决定向饥饿的顾客销售精制食品。顾客不同时间以不同方式解决饥饿问题：早上饿了又赶着上班，顾客可能会去快餐店或在地铁站买一杯速溶咖啡；中餐可能订一份三明治送到办公室，要招待客户会去一家好饭店；而晚餐可能是同朋友在餐馆聚餐，从隔壁中餐馆叫一份外卖或者送一份比萨。 Answers to the Reading Passage: 1. T 2. T 3. T 4. T 5. T UNIT 7 1. 1) Supply chain management is about opting business processes and business value in every corner of the extended enterprise--- from your supplier’s supplier to your customer’s customer. Sup