Unit 5 What is E-Marketing Planning + Howme Assignments

2012-9-16 Unit 5 What is E-Marketing Planning （Home Assignments）

I. Questions:

1.Why is e-business model so important?

A business model identifies the value chain elements of the business such as

inbound logistics, operation （or production）, outbound logistics, marketing, service, and support activities.

2.What is a business model?

A business model describes your architecture for product, service, and

information delivery and a description of sources of revenues (revenue streams).

3.What does the marketing mix refer to?

It refers to product, price, place, and promotion.

4.What are the business models mentioned in the text?

They are: merchant model, auction model, manufacturer model, affiliate model, advertising model, informediary (information + intermediary ) model, subscription model, brokerage model, virtual communities model, and logistics model.

5.What are the obstacles of planning an e-marketing plan?

For starters, procrastination is a problem; busy executives put off writing a plan. Another obstacle is time. The process of developing an e-Marketing plan is time-consuming. Other issues relating to the writing process such as writer’s block and the labor-intensive circuitous nature of writing are also major barriers. Other difficulties include the challenge of identifying the right analysis, the tricky nature of developing revenue stream forecasts, and question of which expense budge to develop.

6.According to the author, how to define an e-marketing plan?

E-marketing plan is more centered on the marketing opportunities, threats, objectives and strategies of the Internet.

1.Any time you need to prepare a multi-page report, like an e-marketing plan,

writer’s block can be a problem.

无论何时你要起草一份诸如电子营销计划这样的多页报告，你都有可能遇到作者阻滞的问题。

2.Products like e-marketing Suite by Embellix can help you overcome writer’s

block by providing you with an effective template and writing outline to follow.

由EMBELLIX开发的电子营销套装产品，可以为人们提供可资效仿的实用写作模板及大纲，从而有助于人们克服作者阻滞的障碍。

3.Writing an e-marketing plan is partly an exercise in answering a series of

critical questions.

写作一份电子营销计划，某种程度上就是做一次有关一系列至关重要问题的答题练习。

4.Not only e-marketing experts but also professionals who know how to apply

professional styles and formatting to create great looking reports have designed products like e-marketing Suite by Embllix.

不仅电子营销专家而且还有熟知应用专业风格与格式来写作引人注目的营销报告的专业人员，均已设计出类似EMBELLIX开发的电子营销套装产品。

5.Y our e-marketing plan content is critical but almost as critical is the look

and “feel”of your reports. Management may interpret poor looking e-marketing plans as less credible. Be sure to polish your e-marketing plan document.

你的电子营销计划内容固然重要，然而该计划报告的给人的观“感”也几乎同等重要。管理人员或许可能将一些让人观感糟糕的电子营销计划解读成缺少可信度。所以，务必将你的营销计划文件加以润色。

1.电子营销计划记录了当前的销售形势、挑战和机会、营销目标，以及完成这

一目标的战略。

An e-marketing plan is a written document that details the current situation, threats and opportunities, marketing objectives and the strategies for achieving those objectives.

2.电子商务模式通常包括商人模式、拍卖模式、制造商模式、会员模式、广告

模式、信息媒介模式、订购模式、经纪人模式、虚拟社区模式和物流模式等。

As usual, e-business model includes such models as merchant mode, auction model, manufacture model, affiliate model, advertising model, infomediary model, subscription model, brokerage model, virtual communities model, logistic model, etc.

3.制定电子营销计划必须考虑到是否适合自己的电子商务模式。

As you prepare your e-marketing plan, you should take it into consideration whether it fits your e-business model.

4.虚拟社区为社区用户提供了一个在线互动平台，有利于在线交易。

The virtual communities provide their users with an online interaction platform, facilitating their online transactions.

5.撰写电子市场营销计划是一个复杂的工作，要克服诸多障碍。

Writing an e-marketing plan is a rather complicated task, there are some hurdles/obstacles that must be overcome.