電子商務(wù)英語 參考答案

計(jì)算機(jī)文化基礎(chǔ)Unit1[Ex.1]Answerthefollowingquestionsaccordingtothetext.1.Electroniccommercereferstoawiderangeofonlinebusinessactivitiesforproductsandservices.E-commerceisusuallyassociatedwithbuyingandsellingovertheInternet,orconductinganytransactioninvolvingthetransferofownershiporrightstousegoodsorservicesthroughacomputer-mediatednetwork.2.Themajordifferentkindsofe-commerceare:Business-to-Business(B2B);Business-to-Consumer(B2C);Business-to-Government(B2G);Consumer-to-Consumer(C2C);andMobileCommerce(M-commerce).3.B2Be-commerceissimplydefinedase-commercebetweencompanies.Itdealswithrelationshipsbetweenandamongbusinesses.4.E-marketsaresimplydefinedasWebsiteswherebuyersandsellersinteractwitheachotherandconducttransactions.5.B2Ce-commercereducestransactionscosts(particularlysearchcosts)byincreasingconsumeraccesstoinformationandallowingconsumerstofindthemostcompetitivepriceforaproductorservice.6.ThetwofeaturesB2Ghasare:first,thepublicsectorassumesapilot/leadingroleinestablishinge-commerce;andsecond,itisassumedthatthepublicsectorhasthegreatestneedformakingitsprocurementsystemmoreeffective.7.C2Ccomesinthreeforms:1.auctionsfacilitatedataportal,suchaseBay,whichallowsonlinereal-timebiddingonitemsbeingsoldintheWeb;2.peer-to-peersystems,suchastheNapstermodel(aprotocolforsharingfilesbetweenusersusedbychatforumssimilartoIRC)andotherfileexchangeandlatermoneyexchangemodels;and3.classifiedadsatportalsites8.M-commerceisthebuyingandsellingofgoodsandservicesthroughwirelesstechnology-i.e.,handhelddevicessuchascellulartelephonesandpersonaldigitalassistants(PDAs).9.Industriesaffectedbym-commerceinclude:?Financialservices,includingmobilebanking,aswellasbrokerageservices?Telecommunications;?Service/retail;and?Informationservices10.Threeprimaryprocesseswhichareenhancedine-businessare:productionprocesses,customer-focusedprocessesandinternalmanagementprocesses.[Ex.2]TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.onlineretailing1.在線零售2.shippingdocument2.貨運(yùn)單據(jù)3.transactionscost3.交易成本4.purchaseorder4.定單5.inventorymanagement5.庫存管理6.在線銀行6.onlinebanking7.競爭價(jià)格，公開招標(biāo)價(jià)格7.competitiveprice8.渠道管理8.channelmanagement9.n.數(shù)據(jù)庫，資料庫9.database10.n.分配，分發(fā)，發(fā)送10.distribution[Ex.3]TranslatethefollowingpassageintoChinese.什么是電子商務(wù)？電子商務(wù)或e-commerce是一個(gè)術(shù)語，指通過因特網(wǎng)傳遞信息的任何類型的商業(yè)或商業(yè)交易。它涵蓋了一系列不同類型的企業(yè)，從基于消費(fèi)者的零售網(wǎng)站、拍賣網(wǎng)站，到公司之間商品和服務(wù)交易。它是目前因特網(wǎng)最重要的一個(gè)方面。電子商務(wù)的歷史可追溯到1970年，當(dāng)時(shí)第一次引入電子數(shù)據(jù)交換（EDI）和電子資金轉(zhuǎn)移。從那時(shí)起，電子商務(wù)的快速增長幾乎滲透到各類業(yè)務(wù)，如供應(yīng)鏈管理、交易處理、因特網(wǎng)營銷和庫存管理。電子商務(wù)允許消費(fèi)者不受時(shí)間或距離的限制實(shí)現(xiàn)電子化地交換貨物和服務(wù)。它在過去五年里迅速地?cái)U(kuò)張，預(yù)計(jì)將以這種速度繼續(xù)擴(kuò)展，甚至?xí)铀?。在不久的將來，“傳統(tǒng)”和“電子”商業(yè)之間的界限將越來越模糊，因?yàn)樵絹碓蕉嗟钠髽I(yè)將在因特網(wǎng)上進(jìn)行業(yè)務(wù)運(yùn)作。[Ex.4]Fillintheblankswiththewordsgivenbelow.1.location2.consumers3.mobile4.storefronts5.product6.collect7.analyze8.staff9.website10.sales[Ex.5]Answerthefollowingquestionsaccordingtothetext.1.Sellingproductsandservicesonlinecanhelpyourbusinessbecomemoreprofitableandloweryourcosts.2.Onceyourshopisonline,youshouldconsiderhowtomonitoritseffectiveness,makeitmorepowerfulandultimatelysellmorethroughit.3.Asyoure-commercepresencegrows,youmustprotectyourselfagainstthethreatsposedbyhackers,virusesandfraudsters.Identifytheriskstheyposeandimplementappropriatesecuritycontrolstocounterthem.4.Extranetsenablesyourbusinesstocommunicateandcollaboratemoreeffectivelywithselectedbusinesspartners,suppliersandcustomers.5.Ifyouwantyouronlineshoppingworksbest,youshouldhave:?well-definedproductsorservicesthatcanbesoldwithouthumaninvolvementinthesalesprocess?fixedpricesforalltypesofpotentialcustomers?productsorservicesthatcanbedeliveredwithinapredictableleadtime6.Sellingonlinehasanumberofdisadvantages:?AuthenticityandSecurity.?Time-consuming.?Inconvenient.7.Mostcustomersshoppingonlinewillwanttopaybydebitorcreditcard.8.Somee-commercepackagesmayofferbackendsystemsintegration,i.e.theyconnecttoyourproductdatabaseandaccountssystems.9.Sophisticatedonlineshopsshouldprovidearangeofoptions,includingcutting-edgedesignandfunctionality,personalizedpagesandproductnews.10.Tomakecustomersfeelsecureaboutbuyingfromyoursite,youshould:?makeyoursiteeasytonavigateanduserfriendly?makesurephotographicimagesonyoursiteareaccurateandshowproductsintheirbestlight?hireacustomerservicerepresentativewhocangiveadviceonthephonetocustomersonmorecomplexorexpensiveproducts?makeorderingproceduresstraightforwardandquick?confirmordersimmediatelybyemail?behonest-i.e.tellthecustomerifyoucan’tdeliverontime?provideawayforcustomerstotrackdowntheprogressandavailabilityoftheirorder

Unit2[Ex.1]?Answerthefollowingquestionsaccordingtothetext.1.Thetwomajortypesofe-commercebusinessesdiscussedinthepassageareBusiness-to-BusinessandBusiness-to-Consumer.2.Business-to-Consumeristhemostcommontypeofbusinessmodel.3.Physicalgoodsarethemostpopularproducttypeofitemanonlinestoresells.4.Digitalgoodshastheadvantageofnotneedinginventorystorageorphysicaldeliverylikeit’sphysicalproductcounterparts.Thebiggestdisadvantageofsellingdigitalproductsispiracy.5.Onlineservicescanrangefromconsulting,webdesignanddevelopment,contentwriting/editingandawholehostofotherserviceoptions.6.Therearefourmajortypeofmethodsforacquiringyourproducts.Theyaremake,manufacture,wholesaleanddropship.7.Buyingwholesaleisalowerriskbusinessmodelcomparedtomanufacturingforafewreasons.First,you’redealingwithbrandsthatarealreadyestablishedandvalidatedonthemarketsoyoudon’truntheriskofwastingtimeandmoneydevelopingaproductnoonewants.Also,youdon’thavetopurchaseasnearlyashighofaquantitycomparedtomanufacturingyourownproduct.8.Thebiggestbenefittodropshippingistheabilitytoofferalargeselectionofproductwithoutpurchasinginventoryupfrontandmanagingthatinventory.9.Theseveralcommonwaysinwhichyoucancompeteinacrowdedmarketplaceareprice,quality,selection,valueaddandservice.10.Walmarthasalwaysbeenknownfortheirdiscountstrategyandisbigenoughtomakethispricestrategyworkforthem.[Ex.2]?TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.atadiscount1.打折扣2.businessmodel2.商業(yè)模型，業(yè)務(wù)模式3.endconsumer3.終端客戶4.physicaldelivery4.實(shí)物交貨5.rawmaterial5.原材料6.vt.討論，論述6.discuss7.vt.再賣，轉(zhuǎn)售7.resell8.n.可擴(kuò)展性，可升級(jí)性8.scalability9.n.利潤，差數(shù)9.margin10.n.破損，破損量10.breakage[Ex.3]TranslatethefollowingpassageintoChinese.1.B2B（企業(yè)對(duì)企業(yè)）公司相互做生意，如制造商銷售給分銷商和批發(fā)商銷售給零售商?；谟唵螖?shù)量來定價(jià)，通?？蓞f(xié)商價(jià)格。2.B2C（企業(yè)對(duì)消費(fèi)者）企業(yè)通常通過使用購物車軟件的目錄向公眾銷售。3.C2B（消費(fèi)者對(duì)企業(yè)）消費(fèi)者通過在線發(fā)布其項(xiàng)目和預(yù)算，在幾個(gè)小時(shí)內(nèi)公司審查消費(fèi)者的要求并對(duì)項(xiàng)目出價(jià)。消費(fèi)者審查出價(jià)并選擇將完成項(xiàng)目的公司。4.C2C（消費(fèi)者對(duì)消費(fèi)者）有很多網(wǎng)站提供免費(fèi)分類廣告、拍賣和論壇，個(gè)人可以買和賣，他們使用如PayPal這類網(wǎng)絡(luò)支付系統(tǒng)，人們可以方便地在線付款和收費(fèi)。[Ex.4]Fillintheblankswiththewordsgivenbelow.1.market2.advanced3.e-commerce4.distribution5.services6.retailer7.customer8.advantages9.products10.transactions[Ex.5]?Answerthefollowingquestionsaccordingtothetext.1)Business-to-businesse-commerceiscompaniesbuyingfromandsellingtoeachotheronline.2)TheobviousdifferencebetweenB2BandB2Ciswhothecustomersare—companiesorindividuals.3)B2BeffortsrequirenegotiationandintegrationwhileB2Cdon’t.4)Mostcompaniessellingtobusinessesintegratebecausetheirsystemshavetobeabletocommunicatewiththoseoftheircustomerswithouthumanintervention.5)Managinginventorymoreefficiently,adjustingmorequicklytocustomerdemand,gettingproductstomarketfaster,cuttingthecostofpaperwork,reigninginroguepurchasesandobtaininglowerpricesonsomesupplies.6)AB2Bexchange,alsocalledamarketplaceorhub,isawebsitewheremanycompaniescanbuyfromandselltoeachotherusingacommontechnologyplatform.7)Publicexchangesareownedbyindustryconsortiaorindependentinvestorsandhavetheirownboardsofdirectors.Privateexchangesarerunbyasinglecompanyfordoingbusinessexclusivelywithestablishedsuppliersandcustomers.8)Tocollaboratesuccessfully,youandyourpartnerseachneedup-to-date,functioningsystemstoserveupwhateverdatayouplantoshare,andawaytodeliverthatinformationelectronically.9)ElementsofaB2Bsystemmayincludesoftwareforgeneratingpurchaseordersorrequestsforquotations(RFQs),processinginvoices,buildingandmanagingcatalogs,respondingtoRFQsandprocessingordersandcost.10)Ifyourpartnershavetodosomeoftheirownsoftwaredevelopmenttousetheapplication,besureyouofferthemabigenoughcarrot(likethepromiseofadditionalbusiness)tomaketheinvestmentpayoffforthem.

Unit3[Ex.1]Answerthefollowingquestionsaccordingtothetext.1.Whenyoudecidewhatyou’reselling,youshouldconsidernarrowingyourscopetocaptureanichemarket,however,notsonarrowthatit'shardtofindcustomers.2.TheshoppingcartsoftwareallowsyoutosetupyourproductsandservicesforsaleontheInternet.3.Beforeyouchooseyoure-commerceplatform,youshouldsitdownanddecideexactlywhatfeaturesyoudoanddonotwantinanonlinestore.4.Whenchoosingasitewithatransactionfee,consideryourprofitmargins,astheyarebasedontotalpriceoftheitem,notyournetprofit.5.Ifyouwanttosupplyyourowninventoryanddon’twanttopayamonthlyfee,youshouldlookforasitethat100%free(nomonthlyfees,transactionsfeesorhiddencharges),andhasanupgradeoption.6.Itshouldbeprofessionalandaestheticallypleasinganditiseasytonavigateandfindproducts.7.Thepaymentgatewayistheapplicationthatconnectsyourwebsiteshoppingcarttoyourmerchantaccount.Thejobofthepaymentgatewayistocollectthecreditcardinformationfromthecustomer,encryptitandsentittothemerchantaccountforprocessing.8.Themerchantaccount’sjobistoauthorizethecardthatisbeingusedforpaymentandthendepositthoseauthorizedtransactionsintoyourbankaccount.9.Youwillneedtomakesuretousealotofkeywordsinyourstoretextandcreatemanybacklinks(linkstoyourstorefromothersites)inordertodrumuptrafficandmoveyourwayupthesearchengineresults.10.Maintainyoursite.[Ex.2]?TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.crucialelement1.關(guān)鍵元素2.fillout2.填寫3.netprofit3.凈利，純利4.paymentoption4.支付選項(xiàng)5.profitmargin5.利潤空間，利潤率6.開設(shè)費(fèi)，設(shè)立費(fèi)，設(shè)置費(fèi)6.setupfee7.購物車7.shoppingcart8.店面；門店銷售系統(tǒng)8.storefront9.adj.固定的；不可變更的9.inflexible10.adj.不可靠的，不安全的10.insecure[Ex.3]TranslatethefollowingpassageintoChinese.你的電子商務(wù)網(wǎng)站應(yīng)該做什么？說到在線銷售商品和服務(wù)，每個(gè)電子商務(wù)網(wǎng)站都應(yīng)該具備一些基本功能。1.接受訂單如果你正在經(jīng)營一家銷售產(chǎn)品的企業(yè)，你的電子商務(wù)網(wǎng)站必須能夠接受客戶的訂單。這個(gè)過程可能比你預(yù)期的更復(fù)雜。對(duì)于每個(gè)訂單，你的網(wǎng)站需要：?記錄客戶信息（姓名、地址等）?收集客戶對(duì)您的服務(wù)條款的接受程度?計(jì)算任何適用的稅費(fèi)?使用優(yōu)惠券或折扣?生成訂單和跟蹤編號(hào)?分享交付細(xì)節(jié)?處理賬單信息?提供對(duì)支付網(wǎng)關(guān)的訪問2.接受付款從你的網(wǎng)站到支付網(wǎng)關(guān)應(yīng)該實(shí)現(xiàn)無縫過渡。通常，支付網(wǎng)關(guān)允許客戶：?選擇付款選項(xiàng)?提供信用卡號(hào)碼和CVV等詳細(xì)信息?使用多步驟身份驗(yàn)證實(shí)現(xiàn)安全支付3.處理運(yùn)輸和物流一旦你的站點(diǎn)為客戶處理了訂單和付款流程，下一步就是交付。作為一名賣家，你的目標(biāo)是確?？蛻舭磿r(shí)、完好無損地收到正確的產(chǎn)品。為了幫助完成這一過程，你可以自己處理運(yùn)輸和物流，也可以使用第三方供應(yīng)商。無論你選擇哪種方法，你的網(wǎng)站都應(yīng)該能夠準(zhǔn)確、一致地啟動(dòng)流程。你的網(wǎng)站還需要有一個(gè)接受退貨的流程。這一過程也被稱為逆向物流，與向國外運(yùn)送貨物一樣重要。4.提供客戶服務(wù)不可避免地，你的客戶需要與你溝通他們的訂單或體驗(yàn)。他們可能需要更正個(gè)人信息、進(jìn)行交換或退回有問題的產(chǎn)品。你的網(wǎng)站是這些客戶與你聯(lián)系的地方。你讓客戶聯(lián)系起來越容易——例如，通過聯(lián)系表格或聊天服務(wù)——就越容易快速解決他們的問題。[Ex.4]?Fillintheblankswiththewordsgivenbelow.1.buying2.engine3.layout4.spread5.separate6.displayed7.related8.helps9.present10.rely[Ex.5]Fillinthefollowingblanksaccordingtothetext.1.variouswebsitesections.2.acrossthepageheader,alongasidehead,usethesite,wheretheycanfindwhatthey’relookingfor3.themainnavigation,unchangedandconstant,boththeanchorandthemapfortheuser4.dropdownmenus,betweeninternallinkingandSEO5.exactlywhatthey’llfind,setthetoneofawebsite,producegoodkeywordassociations6.threetoseven,willglazeover,findsomeotherplacetoshop7.thenumberoflinkstoandfromapage,thenumberofvisitsapagegets8.Mappingouteverypossiblepageonawebsite,placingtheminalogicalorder9.automaticallygeneratedseriesoflinks,gettothepresentpage10.sitemappages,SEO,crawltherestofthesitemoreefficiently

Unit4[Ex.1]Answerthefollowingquestionsaccordingtothetext.1.Solvingacustomerpainpointwillalwaysbeaneffectivewaytodevelopaproductpeoplewant.2.Whenconsumersarepassionateaboutaparticulartradeorhobby,they’reusuallymoreinclinedtoinvestmoneytogettheexactproducttheywant.3.Turningyourexpertiseintoyourownonlinebusinessisasmartwaytoenterthemarketwithalegupthatisn'teasyforotherstoduplicateorcopy.4.Afadissomethingthathassurgedintothelimelightbasedpurelyonnoveltyoragimmick.Atrend,meanwhile,issomethingthatfulfillsanexistingneedinanewway.5.Hereareafewwaystokeepaneyeonwhat’strendingsoyoucanactquicklyonpotentialopportunities:Sociallistening;GoogleTrends,TrendHunterandReddit.6.Searchingforkeywordopportunitiesmeansstrategicallylookingforaproductbasedonthesearchqueriespeopleareusing,thenumberofsearchespermonth,andoverallcompetitionforthosesearches.7.PairingproductdemandtoexistingkeywordscanbeaneffectivewaytocaptureconsistentorganictrafficfromGoogle.8.Ifyoualreadyhaveanidea,butyou’renotquitereadytoinvestheavilyinit,minimizeyourupfrontinvestmentandtestthemarketbybuildingalandingpagetopromoteyourpotentialproduct—withawayforinterestedcustomerstoleavetheiremail—andrunafewpaidadstodrivetraffictoit.9.Ifyouprefertosellproductsonyourownonlinestore,youcanstillgatherinspirationbycheckingoutwhat’spopularandtrendingonothermarketplaces.10.Productswithlittleoverheadprovidealow-riskwaytogetstartedbecauseit’seasiertoattainhigherprofitmarginscomparedtoproductsthataremoreexpensivetoproduce.[Ex.2]TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.beinbusiness1.經(jīng)商，做生意2.customerreview2.顧客評(píng)論3.marketingchannel3.銷售渠道4.nichemarket4.細(xì)分市場5.potentialopportunity5.潛在機(jī)會(huì)6.前期投資6.upfrontinvestment7.n.發(fā)票，發(fā)貨單7.invoice8.n.訣竅；專門技能8.know-how9.adj.超耐用的9.ultra-durable10.v.（使）偏向，傾向于10.incline[Ex.3]TranslatethefollowingpassageintoChinese.什么是優(yōu)秀的產(chǎn)品？有數(shù)以百萬計(jì)的產(chǎn)品可供選擇，你希望將自己限制在幾個(gè)真正適合自己并具有巨大潛力的產(chǎn)品上。你可能會(huì)問，它們看起來怎么樣？讓我們看看這些下一個(gè)重要屬性，以了解更多信息。1.解決問題這對(duì)于讓你的產(chǎn)品有一個(gè)唯一的目的是很重要的，這就是買家應(yīng)該花錢購買它的最終“原因”。問自己一些問題：哪些日常生活中的問題你還沒有看到明顯的解決方法？什么能真正幫助人們解決問題？你能做些什么來幫助那些需要幫助的人？如果你能回答這些問題，你就找到了人們想要購買的產(chǎn)品。2.激發(fā)感情讓我們說實(shí)話，讓人們買東西的不僅僅是價(jià)格或品牌，人們買東西是因?yàn)橄胍獡碛形锲泛蟮母杏X。因此，有利可圖的產(chǎn)品是人們有強(qiáng)烈情感甚至激情的產(chǎn)品。3.巨大的品牌潛力重要的是要記住，你應(yīng)該始終把你的業(yè)務(wù)放在長遠(yuǎn)的目標(biāo)上。而這些產(chǎn)品正是你開始創(chuàng)業(yè)的原因所在。你的品牌名稱，你的標(biāo)志都會(huì)受到影響。因此，你應(yīng)該選擇有很大潛力的產(chǎn)品來提升你的品牌，通過圖片、視頻或社交內(nèi)容來分享、轉(zhuǎn)發(fā)甚至傳播。4.獨(dú)創(chuàng)性擁有一款可以做任何事情的產(chǎn)品聽起來很酷，但大多數(shù)時(shí)候，百萬美元的想法來自于一個(gè)非常特定的目的，解決了一個(gè)非常眾所周知的問題。這可以稱為利基產(chǎn)品，適用于特定的買家群體。這導(dǎo)致了獨(dú)特性，即使是在顏色圖案或與現(xiàn)有競爭對(duì)手不同的功能等小細(xì)節(jié)中也是如此。這使你的產(chǎn)品脫穎而出，能夠深入客戶的腦海。[Ex.4]Fillintheblankswiththewordsgivenbelow.1.platforms2.marketing3.advertisers4.methods5.performance6.message7.represent8.techniques9.visitors10.measurement[Ex.5]Answerthefollowingquestionsaccordingtothetext.1.Thetermsupplychainmanagementbringsimagestomindofwarehouses,shippingcontainers,andpeoplewalkingaroundinhardhatsholdingclipboards.2.Totalinventorycostcanbebrokeninto3smallercosts.Theyareorderingcosts,shortagecosts,andcarryingcosts.3.Deadstockisproductthathasn’tsoldforatleastoneyear,andisslowlybutsurelybecomingobsolete,outofseason,orsimplyimpossibletosell.4.Youcanjustdonateitall(intheUS,andinseveralothercountries,thesedonationsaretax-deductible).Anotheroptionistotryproductbundling,whichwillbothgetridofexistingdeadstockandalsoreducetheriskofaccumulatingitagaininthefuture.5.Therearetwomainmethodsoftrackingyourinventory.Theyareperpetualandperiodic.6.Whenyougotheperpetualroute,therearethreecommonwaystogivevaluetoyourinventory.Theyare:1)First-in,first-out(FIFO)inwhicholderinventoryisrecordedasthefirstsold,regardlessofwhethertheactualproductitselfwasfirstorlastinlineontheshelf.2)Last-in,first-out(LIFO)inwhichthenewestinventoryisrecordedasbeingsoldfirst.TheissuewiththeLIFOmethodisthatitisrarelyencounteredinpractice.IfacompanyweretousetheprocessflowembodiedbyLIFO,asignificantpartofitsinventorywouldbeveryold,andlikelyobsolete.3)Weightedaveragecosts,whichusestheaveragecostofthegoodssoldtodetermineinventoryvalue.7.Onceyou’vechosenyourpreferredsuppliers,youshouldaskforsamples,givefeedbackonsamples,askforsamplesagainandonlythenagreetodobusiness.Youwillalsohavetoputinsomequalitytimeattheactualfactorytoensurequalitystandardsaremetoncefull-scaleproductionstarts.8.Wholesaleasanothersaleschannelcanopenupnewbigger,betterrevenuestreams,scaleoperationssuchaswarehousing,shippingandproduction,andexpandyourbrandreachtonewretailers.9.Orderfulfillmentincludespick,packandshipmethodsandyourwarehouselayout.10.These3questionsaskedtohelpyounarrowdownyoursearchare:1)WhatserviceleveldoIneed?Figuringoutexactlywhatyouneedguaranteesyouwon’toverpayforaservicethatissurplustoyourrequirements.2)Doesthetechnologythe3PLusesforoperationsmatchmytechnology–aretheycompatible?3)Whatisthe3PL’sreputationwithintheindustryanddotheyhavegoodreferencesfromothercustomers?

Unit5[Ex.1]Answerthefollowingquestionsaccordingtothetext.1.Aproductdescriptionisapieceofinformationthatdescribestheproduct'sfeaturesandbenefits.2.Whenwritingaproductdescription,youneedtokeepinmindwhoisyourtargetaudience.3.Asaseller,youareobviouslyawareofallthefeaturesandspecificationsofyourproduct.4.SearchEngineOptimization(SEO)isthebestwaytoattracttraffictoyoure-commercestore.5.Customersjustwanttoknowthefeaturesandbenefitsoftheproduct.6.Potentialcustomerslovetoseethatotherpeoplelikethemhavebenefittedfromusingtheproduct.7.Itbasicallymeansthatthedescriptioniscrisp.Itmeansthatthebuyerwillbeabletofindtheinformationtheyarelookingforwithouthavingtoreadunnecessarythings.8.Goodimagesoftheproductletthepotentialcustomerimaginewhattheproductwilllooklikeinreallife.Theybasicallysayeverythingabouttheproductwithoutsayinganything.9.Afewthingsyoushouldkeepinmindwhenwritingyourproductdescriptionsare:·Whatproblemtheproductissolving?·Whatisthespecialityoftheproduct?·Includeallthefeaturesandbenefitsoftheproduct.·Includetargetkeywords.·Addingpicturesthatclearlydisplaytheproduct’skeyfeaturesandbenefits.10.Everythingyoutryoutmustensureyouaredoingfull-proofresearchandidentifyingand

eliminatingfactorsthatareleavinganegativeimpact

onyourrankings.[Ex.2]TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.negativeimpact1.負(fù)面影響2.potentialcustomer2.潛在顧客3.productdescription3.產(chǎn)品說明，產(chǎn)品描述4.productquality4.產(chǎn)品質(zhì)量5.targetaudience5.目標(biāo)受眾6.n.原料;材料;素材6.material7.n.規(guī)格;詳述;說明書7.specification8.n.尺寸;范圍8.dimension9.n.專業(yè)，專長;特性9.speciality10.n.競爭者10.competitor[Ex.3]TranslatethefollowingpassageintoChinese.轉(zhuǎn)化是你付費(fèi)搜索策略的關(guān)鍵要素。如果你實(shí)際上并沒有以較高的比率將觀看者轉(zhuǎn)化為買家，那么為什么要做廣告？轉(zhuǎn)化率優(yōu)化通過找到客戶采取行動(dòng)的最佳位置來實(shí)現(xiàn)最大百分比的轉(zhuǎn)換，這讓你在PPC（PayPerClick）上花的每一分錢都收益最大化。但什么是好的轉(zhuǎn)換率？如果你已達(dá)到3％、5％甚至10％的轉(zhuǎn)換率，是否是將要達(dá)到的最高水平？我們最近每年花費(fèi)30億美元分析了數(shù)千個(gè)AdWords賬戶，發(fā)現(xiàn)有些廣告客戶的轉(zhuǎn)換率是平均值的兩倍或三倍。你想要達(dá)到平均水平，還是希望你賬戶的表現(xiàn)以指數(shù)級(jí)優(yōu)于行業(yè)中的其他人？通過分析大量的著陸頁數(shù)據(jù)和轉(zhuǎn)化率數(shù)據(jù)，我們能夠確定轉(zhuǎn)化效果最好的著陸頁的一些常見特征。[Ex.4]?Fillintheblankswiththewordsgivenbelow.1.pages2.developed3.engines4.attract5.particular6.content7.contains8.number9.links10.ranking[Ex.5]Answerthefollowingquestionsaccordingtothetext.1.Conversionrateisdefinedasthenumberofvisitorstoawebsitethatcompleteadesiredgoal(a\o"Conversion:WhatIsaConversion?"conversion)outofthetotalnumberofvisitors.2.Itismeasuredbythenumberofpotentialvisitorsperformingthedesiredaction,whethertheactionisbuyingaproduct,fillingoutaform,orsomeothergoalofthewebpage.3.Thelargertheconversionrateofawebpagemeansthemoresuccessfulthewebsitewillbeaswellashowsuccessfulthepaidinclusioncampaignis.4.Animportantpartofconversionratesismaximizingthechancesofthevisitorbecomingaconversion.5.Webpagescanmaximizechancesofavisitorbecomingaconversionbymakingthedesiredaction,whetheritisfillingoutaformorbuyingaproduct,aseasyaspossible.6.Someoftheotherwaystomaximizethechancesofaconversionare:?Knowingtheuniquesellingpointofthewebpage.?Beingmemorablewithuniqueinformation?Offeringseveralpaymentoptions?Havingaclearreturnspolicy?Havingclearpoliciesoninformationprotection?Beingclearandconcisewithinformation7.CROisasystemforincreasingthepercentageofvisitorstoawebsitethat\o"Conversion(marketing)"convertintocustomers,ormoregenerally,takeanydesiredactiononawebpage.8.Aconversionrateisdefinedasthepercentageofvisitorswhocompleteagoal,assetbythesiteowner.9.Thetwomainschoolsofthoughtprevailinginthelastfewyears.Oneschoolismorefocusedontestingasanapproachtodiscoverthebestwaytoincreaseawebsite,acampaignora\o"Landingpage"landingpageconversionrates.Theotherschoolisfocusedmoreonthepretestingstageoftheoptimizationprocess.10.Conversionoptimizationplatformsforcontent,campaignsanddeliveryneedtoconsistofthefollowingelements:1)Datacollectionandprocessing;2)Hypothesis;3)Optimizationgoals;4)Businessrules;5)Real-timedecisionmaking;6)Statisticallearning

Unit6[Ex.1]?Answerthefollowingquestionsaccordingtothetext.1.GoogledoesthisbyaggregatingdatafromsmartphoneuserswhohavelocationhistoryenabledandaresignedintoGoogle.2.Itisamethodoftracking,againwithinAdWords,thatinvolvescapturingcustomerdetailsonyourwebsite(perhapsviaacontactformoraphonecall)andsavingthesedetailsalongsidethegloballyuniquetrackingparameter(Gclid)generatedbytheirincomingPPCadclick.3.\t"C:/Users/aixia/Desktop/機(jī)械工業(yè)電子商務(wù)ziliao/_self"Calltrackingsolutionsalloweachcallertobeassignedauniquephonenumber,soleadsandsalescanbeassignedtositevisitorswhomoveofflineandpickupthephone.4.ArecentstudybyEconsultancyandResponseTapshowedonly18%ofrespondentswereusingcalltracking.5.Inmarketing,acouponisaticketordocumentthatcanberedeemedforafinancial\o"Discountsandallowances"discountor\o"Rebate(marketing)"rebatewhenpurchasinga\o"Product(business)"product.6.Thedifferenttypesofvaluesappliedtocouponsarediscounts,freeshipping,buy-oneget-one,trade-inforredemption,first-timecustomercoupons,freetrialoffer,launchoffers,festivaloffers,andfreegiveaways.7.Usinglandingpagesforofflinecampaignsisatime-testedwayofmeasuringengagementandultimatelysales.8.Forservicesmarketedatalocallevel,marketersmaywanttouseamorerelevantdomainthatisthenredirectedtotheappropriatepageontheir'real'website.9.Thesearetechniquestounitesalesdataandgive\t"C:/Users/aixia/Desktop/機(jī)械工業(yè)電子商務(wù)ziliao/_self"asinglecustomerview.Bothofthemcanallowaretailertouniteacustomer'sonlineandofflinesalesdataandbuildamoreaccuratepictureofcustomervalueandbehavior.10.ShoeretailerSchuh\t"C:/Users/aixia/Desktop/機(jī)械工業(yè)電子商務(wù)ziliao/_self"usese-receiptstoimprovethecustomerexperience[Ex.2]?TranslatethefollowingtermsorphrasesfromEnglishintoChineseandviceversa.1.closeoff1.結(jié)賬2.freeshipping2.免費(fèi)送貨3.freetrial3.免費(fèi)試用4.buy-oneget-one4.買一送一5.onlinetooffline5.線上到線下6.促銷6.salespromotion7.價(jià)格競爭7.pricecompetition8.n.轉(zhuǎn)化，變換8.conversion9.n.參數(shù)，參量9.parameter10.n.商家的優(yōu)待券10.coupon[Ex.3]TranslatethefollowingpassageintoChinese.社交媒體營銷（SMM）社交媒體營銷（SMM）是一種利用社交網(wǎng)絡(luò)網(wǎng)站作為營銷工具的互聯(lián)網(wǎng)營銷形式。SMM的目標(biāo)是產(chǎn)生用戶通過社交網(wǎng)絡(luò)所分享的內(nèi)容，以幫助公司增加品牌曝光率和擴(kuò)大客戶范圍。SMM的關(guān)鍵組件之一是社交媒體優(yōu)化（SMO）。像搜索引擎優(yōu)化（SEO）一樣，SMO是一個(gè)吸引網(wǎng)站新的和唯一訪問者的策略。SMO可以通過兩種方式完成：把社交媒體鏈接加到內(nèi)容中，如加上RSS推送和共享按鈕——或通過社交媒體更新狀態(tài)或發(fā)推文或發(fā)博客帖子來推廣活動(dòng)。SMM幫助公司獲得客戶（和潛在客戶）的直接反饋，同時(shí)使公司看起來更加人性化。社交媒體的互動(dòng)部分為客戶提供提問或投訴的機(jī)會(huì)，并使他們覺得有人在傾聽他們的意見。SMM的這個(gè)方面被稱為社交客戶關(guān)系管理（社交CRM）。隨著人們對(duì)網(wǎng)站（如Twitter、Facebook、Myspace、LinkedIn和YouTube）的喜歡日益增加，SMM也越來越普遍。作為回應(yīng)，聯(lián)邦貿(mào)易委員會(huì)（FTC）更新了其規(guī)則以包括SMM。如果一家公司或其廣告代理向博客或其他在線評(píng)論者提供免費(fèi)產(chǎn)品或其他激勵(lì)措施來為產(chǎn)品生成積極的動(dòng)態(tài)更新，則在線評(píng)論將在法律上被視為背書。博客和公司將責(zé)任確保激勵(lì)措施明確和并有意透露，并且博客的帖子不能包含誤導(dǎo)性或虛假的陳述，也要符合FTC關(guān)于不公平或欺騙性廣告的規(guī)定。[Ex.4]?Fillintheblankswiththewordsgivenbelow.1.discounts2.promoted3.successful4.cultural5.conscious6.loyalty7.reach8.socialize9.profitable10.store[Ex.5]Fillinthefollowingblanksaccordingtothetext.1.the“nextbigthing”,inthespotlight,withnopracticaladvantages2.justnewchannelsforyourbrand’svoiceandcontent,fornewcustomers,forexistingcustomers3.53%,moreloyaltothosebrands4.forcustomerstoconvert,aconversion,thelikelihoodofaneventualconversion5.wherebrandscanactlikepeopledo,withcompanies6.goodfaithforothercustomers,valuableandauthoritative7.qualitycontent,generate,moreleadsandmoreconversions.8.84%,aslittleassixhoursofeffort9.acommunicationchannel,publiclydemonstrateyourcustomerservicelevel,enrichyourrelationshipwithyourcustomers10.valuableinformation,morecustomers,moretraffic,moreconversions

Unit7[Ex.1]Answerthefollowingquestionsaccordingtothetext.1.Onlinepaymentmethodsareservicesthatprocesspaymentinformationone-commercewebsites.2.Theyinvolvepaymentgateways,paymentprocessors,bankprovidersandmerchantaccounts.3.Processorsareresponsibleforreceivingcustomerinformation,verifyingthatthecustomerhasfunds,andsendingarequesttothecustomer’sbankforpayment.4.Theyincludegeographicalavailability,functionalbackupandcustom