电子商务英语 第二版 unit8.docVIP

Unit 8 Online Marketing 学习指导： 本章将介绍： 网络营销策略 以产品为核心的营销战略 以客户为核心的营销战略 网上广告 电于邮件营销 关联营销策略 病毒营销策略 8.1 Online Marketing Strategies 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 Webin 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. 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. Essential Issues of Marketing The essential issues of marketing includes the four Ps of marketing: product, price, promotion, and 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. 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. Promotion includes any means of spreading the word about the product. On the Internet, new possibilities abound for communicating with existing and potential customers. For years, marketing managers dreamed of a world in which instant deliveries would give all customers exactly what they wanted when they wanted it. The issue of place (also called distribution) is the need to have p