Chapter 8 Internet Marketing（课件）《电子商务专业英语》（中国水利电力出版社）

1 An English Course for E-Commerce (The Second Edition) Chapter 8 Internet Marketing Chapter 8 Internet Marketing 电子商务专业英语 8-2 Key points: Useful terms and definitions of Internet Marketing Difficult points: Critical Success Factors for Internet Marketing Executives Chapter 8 Internet Marketing 2 电子商务专业英语 8-3 Requirements: 网络营销的定义 网络营销的七个阶段 客户关系的四个阶段 交互性与个性化在网络营销中的意义 市场空间矩阵的概念 网络营销成功的关键因素 英语长句的翻译 Chapter 8 Internet Marketing 电子商务专业英语 8-4 8.1 Introduction New Words & Expressions: dealer n. 商人，经销商 no-haggle 不砍价 exhausted adj. 耗尽的，疲惫的 transaction n. 交易，事务 sales volume 销售量 exclusive right 专有权，专营权利 brand n. 商标 benefits from 通过……获益 subscription fee入网费，加盟费 revenue n. 收入，收益 inception n. 开始，开端 flatten v. 变平 electronic commerce 电子商务 pursue vt. 追求 boom n. 繁荣 emerged from 露出，浮现 Chapter 8 Internet Marketing 电子商务专业英语 8-5 At its core, the mission of marketing is to attract and retain customers. To accomplish this goal, a traditional bricks-and-mortar marketer uses a variety of marketing variables—including pricing, advertising, and channel choice—to satisfy current and new customers. In this context, the standard marketing-mix toolkit includes such mass-marketing levers as television advertising, direct mail, and public relations, as well as customer-specific marketing techniques such as the use of sales reps. 营销任务的核心就是要吸引并且保持客户。为了实现这个目标,传统的实体市场商人使用多种营销变量——包括定价、广告和频道选择——使当前客户与新客户满意。在本文中标准的营销组合工具包括诸如电视广告、直接邮寄广告和公众关系等大众营销手段，以及针对特定客户的营销技巧如销售代表。 8.1 Introduction Chapter 8 Internet Marketing 电子商务专业英语 8-6 With the emergence of the Internet and its associated technology enabled screen-to-face interfaces (e.g., mobile phones, interactive television), a new era of marketing has emerged. Well-respected academics and practitioners have called for new rules and urged debate about fundamental tenets of marketing, including segmentation, mass marketing, and regionalized programs. At the other extreme, pundits and academics alike have argued that both the basic building blocks of marketing strategy and the pathways to competitive advantage have remained the same. 随着因特网的出现及其相关技术使屏对面接口(例如，移动电话、交互式电视)成为可能,出现了营销的新时代。受人尊敬的学者和专业人员提倡新的规则并且促进了基本营销规则的争论，包括市场分割、大众行销和地区化规划。在另一个极端，专家和学者主张营销策略的基本构建模块和通往竞争优势的道路是一样。 Chapter 8 Internet Marketing 电子商务专业英语 8-7 The approach taken in the current volume falls between these polar views. That is, new levers have been added to the marketing mix, segments have been narrowed to finer gradations, consumer expectations about convenience have forever been altered, and competitive responses happen in real time. In short, these are new, exciting changes that have a profound impact on the practice of marketing. At the same time, some of the fundamentals of business strategy—seeking competitive advantage based on superior value, building unique resources, and positioning in the minds of customers—have remained the same. 当前采用的大量方法都位于这两极观点之间。也就是说,新的工具被添加到营销组合中,市场划分狭窄使等级更细,消费者对方便性的期待永远在变，而且有竞争力的反应实时发生。简而言之，这些新的、激动人心的变化对营销实践具有深刻的影响。同时,企业战略的一些基本原则——基于更高级价值寻求竞争优势、建立独特的资源和在顾客心目中定位——仍然保持一样。 Chapter 8 Internet Marketing 电子商务专业英语 8-8 The intent of this text is to provide a clear indication of what has changed and what has not changed. At the same time, the text would not be complete (and indeed might be actionable from the standpoint of business practice!) if it did not propose a broader framework to understanding the practice of Internet marketing. Frameworks such as the 4Ps of marketing or the five forces of competitive analysis are important because they provide easy-to-remember, simplifying structures for complex problems. They also serve as guides to managerial action. Thus, understanding the five forces enables firms to comprehensively map their competitive environment while simultaneously identifying specific actions for their managers (e.g., reduce buyer power by increasing the number of buyers). 本文的意图是对所有已改变的和未改变的东西提供一个清楚的指示。同时，如果不能提出一个更广泛的框架来理解网络营销实践，本文是不完善的(而且从商业实践的立场看，的确可能引起诉讼!)。像市场营销的4P原则和五个影响力分析模型等框架是很重要的，因为它们为复杂的问题提供了易于记忆的简化结构。它们也担任管理行动的指南。因此，理解五力模型使公司能够全面映射他们的竞争环境，同时为他们的管理人员识别特定的行动(例如, 通过增加买主数量减小买主力量)。 Chapter 8 Internet Marketing 电子商务专业英语 8-9 8.2 Definition and Scope of Internet Marketing New Words & Phrases capitalize vt. 列为长期投资项目,资本化 promotion n.促销 entail vt.使必需, 使蒙受, 使承担, allocate vt.分派, 分配 uncoordinated adj.不协调的 outcome n.结果, 成果 nonmonetary adj.非货币的,非金融的 shareholder n.股东 profitability n.收益性, 利益率 craft vt. 手工制作, 构思 nurture n.养育; vt. 培养,养育 commitment n. 承诺，monetize vt.定为货币, 货币化 sustain vt. 维持, 持续in the long run: 从长远看来,归根到底,结局 back and forth: 往返 Chapter 8 Internet Marketing 电子商务专业英语 8-10 It is perhaps best to begin with the basic American Marketing Association definition of marketing: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. 或许以美国市场营销协会(AMA)对市场营销所下的基本定开始为妙：“市场营销是对构思、产品及服务进行设计、定价、促销及分销的计划与实施的过程，其目的是产生满足个人和组织目标的交换。” Chapter 8 Internet Marketing 电子商务专业英语 8-11 8.2.1 The Basics: What Is Marketing? The definition summarized above has four critical features. These are: Marketing Is a Process. A process is a particular method of doing an activity, generally involving a series of steps or operations. The classical marketing approach involves four broad steps: market analysis, market planning, implementation, and control. 以上总结的定义有四个关键特征。这些是: 营销是一个过程。过程是从事一个活动特定的方法,通常包括一系列步骤或操作。典型的营销方式包括四个广义的步骤: 市场分析、市场计划、实现和控制。 It Involves a Mix of Product, Pricing, Promotion, and Distribution. 它包括产品、定价、促销和经销的一种组合。 It Is About Exchange. Marketing is not successful unless two parties exchange something of value. 它与交换有关。除非两个当事人交换有价值的东西，营销是不成功的。 It Is Intended to Satisfy Individual and Organizational Needs. 它计划满足个体和组织的需要。 Chapter 8 Internet Marketing 电子商务专业英语 8-12 8.2.2 What Is Internet Marketing? If traditional marketing is about creating exchanges that simultaneously satisfy the firm and customers, what is Internet marketing? Internet marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties. This definition can be divided into five components: A Process Building and Maintaining Customer Relationships Online Exchange Satisfaction of Goals of Both Parties. 如果说传统的营销是关于产生交换以使公司和顾客同时满意,网络营销是什么? 网络营销就是通过在线活动促进构思、产品及服务的交换，以实现双方的目标，从而建立并维护客户关系的过程。 这个定义可以分为五个部分: 过程 建立并维持顾客关系。 在线 交换 双方当事人满意的目标。 Chapter 8 Internet Marketing 电子商务专业英语 8-13 8.3 The Seven Stages of Internet Marketing New Words & Phrases interrelationship n. 相互关系, 干扰 address vt. 专注于,致力于, 从事business unit n.营业单位 steer v.驾驶, 掌舵 incubate vt. 把...酝酿成熟; 策划 senior adj. 高级的, 年长的 no-go adj. 非经特许不能进入的 entail v.t. 承担，伴随 put in vt.提交,任命,插入 methodology n.方法学, 方法论 unmet adj.未满足的,未相遇的 underserved adj.服务不周到的, articulation n.清晰度 align with v.与...结盟 comprise v.包含, 由...组成 bond n.结合(物), 粘结(剂), 联结, manifest vt.表明,,显现;adj.明白的 pruning adj. 修剪的 word-of-mouth adj.口头的, 口述的 be analogous to 类似于, 与...相似 follow-up 跟踪，随动 unfold vt.打开, 显露, 阐明；vi.伸展enduring adj.持久的, 不朽的 dissolution n.分解, 解散 unprofitable adj.无利益的,赚不到钱的 warranty n.正当理由, 授权, 担保 subscription n.捐献, 订金, 订阅, 签署 unattainable adj.难到达的 breadth n.宽度, (布的)幅宽, (船)幅 metaphor n.隐喻, 暗喻, 比喻说话 insofar adv.在...的范围 locus n.地点，所在地, [数]轨迹 subnotebook 笔记本(电脑) Chapter 8 Internet Marketing 电子商务专业英语 8-14 8.3.1 Stage One: Setting Corporate and Business-Unit Strategy Corporate strategy addresses the interrelationship between the various business units in a firm, including decisions about which units should be kept, sold, or augmented. Business-unit strategy focuses on how a particular unit in the company attacks a market to gain competitive advantage. Consider, for example, Amazon.com. Corporate-strategy issues relate to the choice, mix, and number of business units such as kitchen, music, electronics, books, and tools/hardware. Once these business units are established and incubated in Amazon’s corporate headquarters, the senior leadership team of each unit sets the strategic direction and steers the business unit toward its goals. 8.3.1 阶段一: 建立公司和商业单位的战略 公司战略处理公司内不同商业单位之间的相互关系,包括哪些单位应该保留、出售或扩张等决定。商业单位战略重点在公司内的一个特定单位如何攻击市场获得竞争优势。比如，考虑一下Amazon.com。公司战略问题与商业单位的选择、组合和数量有关，例如厨房、音乐、电子、书籍和工具/硬件。一旦设立了这些商业单位并在亚马逊（Amazon）公司的总部筹划,每个单位的高级领导团队确定战略方向并指导该商业单位向其目标前进。 Chapter 8 Internet Marketing 电子商务专业英语 8-15 8.3.2 Stage Two: Framing the Market Opportunity Stage two entails the analysis of market opportunities and an initial first pass of the business concept—that is, collecting sufficient online and offline data to establish the burden of proof of opportunity assessment. Let’s say, for example, that you are running a major dot-com business such as Amazon. The senior management team is continually confronted with go/no-go decisions about whether to add a new business unit or develop a new product line within an existing business unit. What mechanism do they put in place to evaluate these opportunities? In this second part of the Internet-marketing process, a simple six-step methodology helps evaluate the attractiveness of the opportunity. 8.3.2 阶段二: 构造市场机会 阶段二需要市场机会分析和企业概念的初步审查——也就是说,收集充分的在线和脱机数据以认定机会评定的举证责任。比如，让我们说,你正在运行一个网络公司，例如亚马逊。高级管理团队不断面对做还是不做的决断——关于是否增加一个新的商业单位或者在现有商业单位开发一个新的生产线。他们提出什么机制来评估这些机会? 在网络营销过程的第二部分中，一个简单的六步方法帮助评估机会的吸引力 。 Chapter 8 Internet Marketing 电子商务专业英语 8-16 The six steps include: seeding the opportunity, specifying unmet or underserved customer needs, identifying the target segment, declaring the company’s resource-based opportunity for advantage, assessing opportunity attractiveness, and making the final go/no-go decision. The final go/no-go choice is often a corporate or business-unit decision. However, it is very important to stress that marketing plays a critical role in this market-opportunity assessment phase. 六个步骤包括: 播种机会、详细说明服务不周的顾客需求、辨识目标分割、宣传公司以资源为基础的机会优势、评估机会吸引力和最后定夺做还是不做的决定，最后定夺选择通常是一个公司或商业单位的决定。然而,强调在市场机会评定阶段营销起到至关重要的作用是很重要的。 Chapter 8 Internet Marketing 电子商务专业英语 8-17 8.3.3 Stage Three: Formulating the Marketing Strategy Internet marketing strategy is based upon corporate, business-unit, and overall marketing strategies of the firm. The marketing strategy goals, resources, and sequencing of actions must be tightly aligned with the business-unit strategy. Finally, the overall marketing strategy comprises both offline and online marketing activities. Even for pure-play online businesses such as Amazon’s tools and hardware group, two of the four cells of activity must be coordinated in a systematic go-to-market strategy. 8.3.3 阶段三: 形成营销方略 网络营销方是以公司、商业单位和公司的总体营销战略未基础的。营销战略的目标、资源和行动次序必须与商业单位的战略紧密结合。最后，总体营销战略既包括脱机又包括在线营销活动。甚至对于纯粹在线运作的企业如亚马逊公司的工具与硬件集团，其四个组织单元的两个必须与一个系统的走向市场战略协调。 Chapter 8 Internet Marketing 电子商务专业英语 8-18 8.3.4 Stage Four: Designing the Customer Experience Firms must understand the type of customer experience that needs to be delivered to meet the market opportunity. The experience should correlate with the firm’s positioning and marketing strategy. Thus, the design of the customer experience constitutes a bridge between the high-level marketing strategy (step three) and the marketing program tactics (step five). 8.3.4 阶段四: 设计顾客体验 公司必须了解用于迎接市场机会的顾客体验类型。这些体验应该与公司的定位和市场营销战略联系起来。因此，顾客体验的设计构成了高级市场营销战略(第三步)和营销计划战术(第五步)之间的一个桥梁。 Chapter 8 Internet Marketing 电子商务专业英语 8-19 8.3.5 Stage Five: Designing the Marketing Program Stage five entails designing a particular combination of marketing actions (termed levers) to move target customers from awareness to commitment. The framework used to accomplish this task is the Marketspace Matrix. Simply put, the Internet marketer has six classes of levers (e.g., pricing, community) that can be used to create target customer awareness, exploration, and, it is hoped, commitment to the firm’s offering. However, prior to discussion of the Marketspace Matrix, the stages of the customer relationship and the associated classes of levers that can be employed must be defined. 阶段五要求设计营销行动的一个特别组合，促使目标顾客由认知到投入的转变。用于完成这个任务的构架就是市场空间矩阵。简单地说,因特网市场商人具有六种工具(例如,定价、团体)，可以为公司提供的服务产生目标顾客认知、探索和希望的投入。然而,在讨论市场空间矩阵之前，顾客关系的等级和可以使用的相关工具类型必须定义。 Chapter 8 Internet Marketing 电子商务专业英语 8-20 Building and Nurturing Customer Relationships. The four stages of customer relationships are briefly outlined below The four stages vary by the intensity of the connection between the firm and the customer. Intensity of connection may be defined as the degree or amount of connection that unfolds between the firm and its target customers. 这四个阶段随公司与顾客之间的连结强度改变。连结强度可以定义为在公司及其目标顾客之间展开的连结的程度或数量。 Chapter 8 Internet Marketing 电子商务专业英语 8-21 The Internet Marketing Mix. The traditional 4Ps of marketing are product, price, promotion, and place/distribution. All four of these choices are part of the Internet marketing mix, plus two new elements: community and branding. Community is the level of interaction that unfolds between users. Certainly, the firm can encourage community formation and nurture community development. However, community is about user-to-user connections. Branding is a critical component of building long-term relationships on the Web. Thus, rather than view branding as a subcomponent of the product, it is developed here as a moderating variable upon the levers—product, pricing, communication, community, and distribution. 因特网营销组合。传统营销的4P原则是产品、价格、宣传和地点/发行。这四个选择是因特网销售组合的一部分,加上二个新的元素: 团体和品牌。团体是用户之间展开的相互作用层次。确实，公司可以鼓励团体形成并培养团体发展。然而,团体是用户对用户的连结。品牌是在网上建立长期关系的关键部件。因此, 不是把品牌看作产品的一个子要素，这里它被当作产品、定价、通信、团体和发行等工具的调制变量加以发展。 Chapter 8 Internet Marketing 电子商务专业英语 8-22 The Marketspace Matrix. Having touched upon customer relationships, the Internet marketing mix, and the 2Is, attention now turns to the Marketspace Matrix. The Marketspace Matrix is a framework illustrating the levers that the Internet marketer may choose to use at each stage of the customer relationship. These levers are the six classes of variables in the Internet marketing mix including: product, pricing, communication, community, distribution, and branding, and the stages of customer relationships are awareness, exploration, commitment, and dissolution mentioned above. The design of the marketing program—or, to put it differently, the process of filling in the relationship-levers matrix—must be guided by a series of principles. 市场空间矩阵。已经接触了顾客关系、因特网销售组合和2I,现在将注意力转向市场空间矩阵。市场空间矩阵是一个框架——说明因特网市场商人在顾客关系的每个等级可以选择使用的杠杆。这些杠杆是因特网销售组合六类变量，包括：产品、定价、通信、团体、发行和品牌,而顾客关系等级是上面提到的认知、探索、投入和分解。营销计划的设计——或简单地说,填充顾客关系-因特网营销组合杠杆矩阵的过程——必须由一系列原则作指导。 Chapter 8 Internet Marketing 电子商务专业英语 8-23 8.3.6 Stage Six: Crafting the Customer Interface The Internet has shifted the locus of the exchange from the marketplace (i.e., face-to-face interaction) to the marketspace (i.e., screen-to-face interaction). The key difference is that the nature of the exchange relationship is now mediated by a technology interface. This interface can be a desktop PC, subnotebook, personal digital assistant, mobile phone, wireless applications protocol (WAP) device, or other Internet-enabled appliance. As this shift from people-mediated to technology mediated interfaces unfolds, it is important to consider the types of interface design considerations that confront the senior management team. 8.3.6 阶段六：创立顾客界面 因特网已经将交换地点从市场(即面对面的相互作用)转变到市场空间(即屏幕对面的相互作用)。其主要差别是交换关系的性质现由技术界面作为媒介。这个界面可能是台式个人计算机、笔记本电脑、个人数字助理、移动电话、无线应用协议装置或因特网支持的其他设备。随着这种以人为媒介到以技术为媒介的界面转变，考虑高级管理团队面临的界面设计事项的类型很重要。 Chapter 8 Internet Marketing 电子商务专业英语 8-24 8.3.7 Stage Seven: Evaluating the Marketing Program This last stage involves the evaluation of the overall Internet marketing program. This includes a balanced focus on both customer and financial metrics. 8.3.7 阶段七：评估营销计划 这个最后的阶段包括因特网营销计划的全面评价。这包括对顾客和财务标准的一个平衡焦点。 Chapter 8 Internet Marketing 电子商务专业英语 8-25 8.4 Critical Success Factors for Internet Marketing Executives New Words & Phrases customer advocacy and insight 对客户的鼓动与了解 willingness n.自动自发,积极肯干 ambiguity n. 不明确，不确定 insatiable adj.不知足的, 贪求无厌的 innate adj.先天的, 天生的guidepost n.路标, 路牌 tactics n.战术, 策略 mosaic n. 镶嵌细工,马赛克 holistic adj.整体的, 全盘的 multichannel adj.多通道的 touchpoints n. 触摸屏 hone vt.用磨刀石磨，磨练 synergy n. (=synergism)协同, 配合 cull vt. 拣出, 挑选, 选拔,撮取, 采集 veritable adj. 真实的；真正的；确实的 fire hose 灭火水龙带 status quo n. 现状 conviction n. 深信, 确信 din n.喧嚣; v. 絮絮不休地说, 喧闹 naysayer n. 反对者entrepreneurial adj. 企业家的 Chapter 8 Internet Marketing 电子商务专业英语 8-26 Marketers have always been in the business of anticipating and managing change, and technology has been their principle tool for managing it1. The Internet presents an adaptive challenge for the marketing executive. Today’s Internet marketing executive must have all the traditional skills of the offline marketing professional, but must place extra emphasis on some of them to account for the new economy. These critical new skills include customer advocacy and insight, integration, balanced thinking, and a willingness to accept risk and ambiguity. 市场商人总是在预见和处理变革，而技术则总是他们管理的原则工具。因特网为营销主管人员提出了一个适应性挑战。今天的因特网营销主管人员必须具有脱机营销专业人员拥有的所有传统技能,但必须为新经济特别强调其中的一些技能。这些重要的新技能包括顾客鼓动与洞察力、综合能力、平衡思维和自愿接受风险与不确定性。 Chapter 8 Internet Marketing 电子商务专业英语 8-27 8.4.1 Customer Advocacy and Insight An insatiable curiosity for customers and marketplaces is a bare necessity for today’s marketing professional. This innate curiosity fuels an individual’s desire to transform mounds of customer data into meaningful and actionable insights, which in turn become a platform for advocacy. Because the Internet enables a much greater degree of interaction with customers, designing and promoting these interactions around customers’ needs and progressively gaining deeper insights are critical components of creating positive customer experience. A true customer advocate will be looking to provide demonstrable added value to each customer interaction to form the basis for a meaningful relationship. As both customer behaviors and enabling technologies simultaneously evolve, a deep understanding of customer needs should serve as the guidepost driving marketing decisions. Marketing professionals will need to strategically collect information from many disparate sources, create insightful customer mosaics, and effectively translate them into marketing strategies and tactics. Chapter 8 Internet Marketing 电子商务专业英语 8-28 8.4.1 顾客鼓动与洞察力 对顾客和市场永不知足的好奇心是对今天营销专业人员的一个质朴要求。这种先天的好奇心刺激个人渴望，把一大堆顾客数据转变成意义深长的和可以付诸行动的洞察力,而这种洞察力反过来成为一个鼓动平台。因为因特网使与顾客的相互作用达到非常高的程度,围绕顾客的需要设计并促进这些相互作用、且逐渐获得更深刻的洞察力是创立积极的顾客经验的决定性成分。一个真正的顾客鼓动家将注意为每一次顾客相互作用提供明显的增值，形成一个有意义的关系基础。由于顾客行为和促成技术同时进化,对消费者需要的深刻理解应作为控制营销决策的准则。 市场营销专业人士在战略上将需要收集许多不同来源的信息，创立富于洞察力的顾客材料汇编，并有效地将他们转化为市场营销战略战术。 Chapter 8 Internet Marketing 电子商务专业英语 8-29 8.4.2 Integration The Internet represents both a new channel and a new communications medium. The new-economy marketing professional needs to have an integrated or holistic view of the customer and the enterprise in order to create a uniquely advantaged strategic plan. In today’s multichannel environment, a consistent message and experience must be maintained across customer touchpoints in order to create a consistent brand image2. Beyond strategy, a marketing manager must fundamentally understand how to integrate these new tools into the overall marketing mix. Managers who are able to hone their marketing plan in a highly integrated fashion are more likely to capitalize on the synergies between marketing elements and thus drive greater effectiveness. 8.4.2 综合能力 因特网是一个新的渠道也是一个新的媒介。新经济营销专业人员需要对顾客和企业具有综合的或整体的观点，以便创立一独特的、有利的战略计划。在今天的多渠道环境中，必须贯穿于顾客接触面上保持稳定的信息与经验，以便创立稳定的品牌形象。除了战略以外，营销经理必须根本理解如何把这些新工具整合为全面的营销组合。那些能够以高度综合的方式细细打磨他们营销计划的经理更有可能利用营销元素间的协同作用，进而推动更高的效率。 Chapter 8 Internet Marketing 电子商务专业英语 8-30 8.4.3 Balanced Thinking An Internet marketing professional needs to be highly analytical and very creative. Culling specific customer insights from a veritable fire hose of data is critically important for new-economy managers. It requires understanding the dynamic tension between one-to-one marketing and mass marketing and being able to strike a strategic balance between them. It also requires determining the appropriate customer data requirements. Internet marketing professionals must also be technologically savvy. Understanding the strategic and tactical implications of the Internet, leveraging the rapid learning environment and accelerated decision-making process it creates, and then creatively applying the insights gleaned from analysis are critical success factors for all Internet marketing professionals. 8.4.3 平衡思维 网络营销专业人员需要具有高度分析能力和富有创造力。从源源不断的数据中精选出特定顾客内幕对新经济管理人员是至关重要的。它需要理解一对一营销与大众营销之间动态的相互作用，并且能达到它们之间战略平衡。它也需要决定适当的顾客数据需求。网络营销专业人员也必须具有技术悟性。了解因特网的战略和战术含义，调整快速学习环境及其产生的加速决策过程, 然后创造性地应用通过分析得到的洞察力，是所有网络营销专业人员至关重要的成功因素。 Chapter 8 Internet Marketing 电子商务专业英语 8-31 8.4.4 Passion and Entrepreneurial Spirit Although very hard to objectively assess, passion, or fire in the belly, is what will differentiate leaders from followers in the new economy. Trying to change the status quo is never easy, and only people with conviction and passion will be heard over the din of the inevitable naysayers. Successful marketing managers use this passion to fuel their entrepreneurial instincts and vision, creating “bleeding edge” tools as they lead their teams to success. 8.4.4 激情与企业家精神 虽然很难客观地评价,激情,或胸中燃烧的烈火,将是在新经济中区别领导者与追随者的分水岭。尝试改变现状从来都是不容易的，而只有那些具有坚定信仰和激情的人才会对喋喋不休的反调充耳不闻。成功的营销经理使用这种激情激起他们的企业家天性和想象力,创造“极端技术”工具，引导他们的团队走向成功。 Chapter 8 Internet Marketing 电子商务专业英语 8-32 8.4.5 Willingness to Accept Risk and Ambiguity In the new economy, Internet marketing professionals need to retool themselves and their companies to enter into a whole new era of customer-centric marketing. The Internet has enabled customers to have much more information and many more choices than ever before, thus shifting the balance of power toward the customer and creating the need for a whole new set of “pull”-based marketing tools. Successful Internet professionals need to rely on a whole new set of marketing tools that work in an extraordinarily dynamic environment. Having the courage to try new things is the key to developing breakthrough Internet marketing. The risk and ambiguity of managing in such uncharted territory is tremendous, and the most successful Internet marketers will be willing to play at the edges. 在新经济中，网络营销专业人员需要对他们自身重组，并使他们的公司进入以顾客为中心的全新时代。 因特网能使顾客较以前有更多信息和更多选择,因此将天平的力量转向顾客并产生对一组全新的基于“引力”的营销工具的需要。成功的因特网专业人员需要信靠一组在极端动态环境中起作用的全新营销工具。具有尝试新事物的勇气是发展突破性网络营销的关键。在这种未知领域中管理的风险和不确定性是巨大的，而最成功的网络市场商人将愿意在边缘上竞争。 Chapter 8 Internet Marketing 电子商务专业英语 8-33 Today’s online marketing professionals must have the basic skill set of the offline marketing professional. But they must also react more quickly and manage more information and channels in order to stay one step ahead of the competition. The skill set has not changed tremendously, but the tools need to be applied with more vigor and sometimes with greater speed. Successful Internet marketers will build their business models and value propositions around a deep understanding of customer needs—not around the product. 今天的在线营销专业人员必须具有脱机营销专业人员的基本技能集。但是他们还必须反应更快，并且处理更多的信息和渠道，以便在竞争中领先一步。这个技能集并没有巨大的改变,但是需要更多的精力、有时需要更高的速度来使用工具。成功的因特网市场商人将围绕对顾客需要的深刻理解建立企业模型——而不是围绕产品。 Chapter 8 Internet Marketing 电子商务专业英语 8-34 英语长句的翻译 一、英语长句的分析 一般来说, 造成长句的原因有三方面: (1) 修饰语过多; (2) 并列成分多; (3)语言结构层次多。 在分析长句时可以采用下面的方法： 找出全句的主语、谓语和宾语, 从整体上把握句子的结构。 找出句中所有的谓语结构、非谓语动词、介词短语和从句的引导词。 分析从句和短语的功能, 例如, 是否为主语从句, 宾语从句, 表语从句等,若是状语,它是表示时间、原因、结果、还是表示条件等等。 分析词、短语和从句之间的相互关系, 例如, 定语从句所修饰的先行词是哪一个等。 注意插入语等其他成分。 注意分析句子中是否有固定词组或固定搭配。 Chapter 8 Internet Marketing 电子商务专业英语 8-35 二、长句的翻译 英语习惯于用长的句子表达比较复杂的概念, 而汉语则不同,常常使用若干短句, 作层次分明的叙述。因此, 在进行英译汉时,要特别注意英语和汉语之间的差异, 将英语的长句分解, 翻译成汉语的短句。在英语长句的翻译过程中, 我们一般采取下列的方法。 1、顺序法——当英语长句内容的叙述层次与汉语基本一致时, 可以按照英语原文的顺序翻译成汉语。 2、逆序法——英语有些长句的表达次序与汉语表达习惯不同, 甚至完全相反, 这时必须从原文后面开始翻译。 3、分句法——有时英语长句中主语或主句与修饰词的关系并不十分密切, 翻译时可以按照汉语多用短句的习惯, 把长句的从句或短语化成句子,分开来叙述,为了使语意连贯, 有时需要适当增加词语。 4、综合法——上述各种方法综合使用。 Chapter 8 Internet Marketing Awareness 认知 Exploration/ Expansion 探索/扩展 Commitment 投入 Dissolution 分解 $$