电子商务英语 E-Commerce English PPT 课件 Unit8

March4,20201Unit8InternetMarketingMarch4,20202Warm-upBackgroundInformationWordStudy&TextAnalysisExercisesMarch4,20203Warm-upDiscussthefollowingquestionswithyourclassmates:Whatdoesmarketingmeaninbusinessoperations?Listtasksofmarketinginyouropinion,andthinkabouttheadvantagesoftheInternetinthemarketingprocess.March4,20204BackgroundInformationInternetmarketing即网络营销，是指借助计算机网络、数据通信技术来实现营销目的的活动。网络营销的英文名称有多种，如Internetmarketing,networkmarketing,e-marketing,cybermarketing等，本单元统一使用Internetmarketing。March4,20205TextAnalysisABriefIntroductiontoInternetMarketing[1]Imaginebeingabletotapintotheglobalmarketplacefromyourhomeoroffice.Imaginereachingmanycustomers,quicklymeasuringtheresultsofyourmarketingefforts,andhavingtheabilitytoreadilyandcost-effectivelyadapttochangesinthemarketplace,allwiththeclickofamouse.(译文)TheInternetnowmakesthesepossible.Andasmorebusinessesgoonline,theInternet’sinfluenceonmarketinggrowssignificantlyeachyear.ManybusinessesaremarketingtheirproductsandservicesonlinethroughInternettools.Internetmarketingcanbeatime-andcost-savingsupplementtoyouroverallmarketingstrategy.(译文)March4,20206TextAnalysisWhatisInternetMarketingInternetmarketingisthecomponentofmarketingthatdealswiththeplanning,pricing,promotion,anddistributionofyourproductsandservicesonline.(译文)GoodInternetmarketingstrategiesclearlycommunicateacompany’suniquesellingproposition.Internetmarketingstrategiesinclude(butnotlimitedto)Websitedesignandcontent,searchengineoptimization[2],reciprocallinking,onlineadvertisingande-mailmarketing.(译文)March4,20207TextAnalysisTheBenefitsofInternetMarketingTheInternetisthewidestchannelofcommunicationavailabletobusinesses.Itcanhelpleveltheplayingfieldforbusinessesthatseektocompeteinlargemarkets.(译文)March4,20208TextAnalysisInternetmarketingofferstheopportunityforincreasedcommunicationwithyourtargetmarketthroughtechniquessuchasinteractiveWebsite,onlinesurvey,e-mail,newsgroupandblog.(译文)TheInternetallowsyoutocollectimmediatefeedbackfromyourcustomerswithlittleexpense.March4,20209TextAnalysisPrintmarketingmaterialsareexpensivetoproduceandtraditionallyhaveashortlife.Internetmarketingtechniquescanbeproducedatareasonablecost,cancontainmoretimelyinformationthanprintbrochures,andcanbeimmediatelyandcost-effectivelyupdatedasyourbusinesschanges.(译文)March4,202010TextAnalysisKeystoSuccessfulInternetMarketingIfyou'replanningtoadoptInternetmarketingtopromoteyourbusiness,you'reprobablythinkingaboutdevelopingaWebsiteormaybeyoualreadyhaveone.Thisisagoodstart,butnotenoughbyitself.Websiteisanexcellentmarketingtool,butapointoftenmissedisthatWebsiteitselfmustbeactivelymarketed.(译文)OtherwiseitwillsimplybeburiedbeneathmillionsofotherWebpagescompetingfortheattentionofyourtargetcustomers.March4,202011TextAnalysisHowever,successfulInternetmarketingisnotjustmarketingyourWebsite.Greatproductsandservices,asuitablebusinessmodelandgoodInternetmarketingstrategyarealsoveryimportant.Inaddition,youshouldn’tputallyoureggsinonebasketandrelyonjustonestrategy.Anintegratedmarketingstrategyusingavarietyofcomprehensiveonlineandofflinemarketingtoolsisthebestlong-termapproach.[3]March4,202012TheKeytoExercises:Readingcomprehension1(1)F(2)T(3)T(4)F(5)FMarch4,202013TheKeytoExercises:Readingcomprehension2(1)Internetmarketingisthecomponentofmarketingthatdealswiththeplanning,pricing,promotion,anddistributionofyourproductsandservicesonline.(2)Internetmarketingstrategiesinclude(butnotlimitedto)Websitedesignandcontent,searchengineoptimization,reciprocallinking,onlineadvertisingandE-mailmarketing.March4,202014TheKeytoExercises:Readingcomprehension2(3)ThebenefitsofInternetmarketinginclude:withwidechannelofcommunication,lowcost,effective,containingmoretimelyinformationandeasilyupdated.(4)IfyourWebsiteisn’tactivelymarketed,itwillsimplybeburiedbeneathmillionsofotherwebpagescompetingfortheattentionofyourtargetcustomers.(5)Anintegratedmarketingstrategyusingavarietyofcomprehensiveonlineandofflinemarketingtoolsisthebestlong-termapproach.March4,202015TheKeytoExercises:VocabularyA4B3C1D6E2F7G5March4,202016TheKeytoExercises:Translation1(1)网络营销节省时间和费用，可以成为企业整体营销战略的补充。(2)网络营销涉及在线计划、定价、促销以及销售产品和服务等，是营销的组成部分。(3)网络营销策略包括（但不限于）网站设计与内容、搜索引擎优化、友情链接、网络广告、电子邮件营销等。(4)网络营销方式成本相对合理，而且可以比印刷的宣传材料包含更多的实时信息，还可以根据企业的变化进行快速更新，更新的成本也比较低。(5)网站是非常好的营销工具，但是经常被忽视的一点是网站自身还必须被积极地宣传。March4,202017TheKeytoExercises:Translation2(1)quicklymeasuretheresultsofyourmarketingefforts(2)markettheirproductsandservicesonlinethroughInternettools(3)thewidestchannelofcommunicationavailabletobusinesses(4)collectimmediatefeedbackfromyourcustomers(5)containmoretimelyinformation(6)beburiedbeneathmillionsofotherWebpages(7)competefortheattentionofyourtargetcustomers(8)asuitablebusinessmodel(9)anintegratedmarketingstrategy(10)onlineandofflinemarketingtoolsMarch4,202018TheKeytoExercises:ReadingMaterial1.C2.D3.A4.C5.BMarch4,202019WordStudytapvi.发掘，开发tapsuchresourcesasoilandmetals开发石油和金属这样的资源Thehighwaytapsalargedistrict.这条高速公路开发了一大片地区。March4,202020WordStudyoveralladj.全面的Anoverallplanmustbeworkedout.必须制订一项全面计划。anoverallsurvey全