商务英语综合教程第一册unit4TradeandInternet

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1、Unit4TradeandInternetContentWarm-upActivitiesBackgroundInformationTextAnalysisExtendedActivitiesWritingWarm-upactivitiesI.PairworksWhatdoyouknowaboutinternet?Thinkaboutitsadvantagesanddisadvantages,andthentalkwithyourpartner.II.GroupworkItissaidthatthemarriagebetweeninternationaltrade

2、andinternetgavebirthtoB2B.Workinsmallgroups,discussingtherelationshipamonginternationaltrade,internetandB2B.III．Thinkaboutdifferentwaystodobusinessviainternet.BasicMarketingConceptsMarketing:Thestrategiesandactionsfirmstaketoestablisharelationshipwithaconsumerandencouragepurchasesofpr

3、oductsandservicesInternetmarketing:UsingtheWeb,aswellastraditionalchannels,todevelopapositive,long-termrelationshipwithcustomers,therebycreatingcompetitiveadvantageforthefirmbyallowingittochargeahigherpriceforproductsorservicesthanitscompetitorscanchargeBenefitsBenefitstoConsumersOnth

4、eirtimePertinenttotheirneedsandwantsBenefitstoBusinessesWideFewerstopsEfficientuseofresourcesFlexibilityChangefocusExperimentwithmessagesAccesstoGlobalMarketsCreditabilityEveryoneelseisdoingitMoneywasspentTwo-Waycommunication(real-time)MessagescanbetargetedMessagecanberespondedtoResea

5、rchReturnonInvestmentReal-timetrackingTechnological,Social/CulturalandLegalContextIndividualCharacteristicsResourcesInternetExchangeOutcomesConnectEnjoyLearnTradeMarketingStimuliTheInternetExchangeProcessE-MarketingServicesIntegrationofonlineandconventionalmarketingMetricsBrandingComp

6、etitiveAnalysisAudienceAnalysisSearchEngineOptimization(SEO)Paidinclusion/DirectoriesB2B/PartnershipsGlobalizationMessaging/TagLinesPay-Per-Click(PPC)marketingContentServices/ManagementSyndicationIntegrationofonlineandconventionalmarketingThereneedstobeONEmessagegoingoutonallfacetsofm

7、arketingThereneedstobeONElookacrossallcommunicationConventionmarketingshoulddirecttoon-linemarketingresourcesOn-linemarketingshouldpointtowaystoseeandreceiveconventionalcollateralIntegrationofonlineandconventionalmarketing“…launchearlythisyearwillbesupportedbyan$18millionyear-longmark

8、eting