外文翻譯---新的電子商務營銷過程與解決艱難的問題

1、<p><b>　　畢業(yè)論文外文翻譯</b></p><p>　　題　　目：　　　　　企業(yè)網絡營銷策略研究　　　　　　　　　　　　　</p><p><b>　　一、外文原文</b></p><p>　　標題：Pull to push: The new E-marketing process and Tackli

2、ng tough topics: Anticipating and mastering the media interview</p><p>　　原文：Before the Internet, business buyers had limited options for learning about your company's product and services. This simplifie

3、d the marketer's job. They built brands from the top down, staring with mass communications, such as trade advertising and press releases, and targeted tactics Use direct mail and sales collateral. In each case, mark

4、eters pushed promotional Information into the market. Prospects received information because marketers chose the right media to reach them. I5y repeatedly</p><p>　　Your Web site</p><p>　　In the

5、beginning of the e-world, there was the Web site. It's still the backbone of the business information matrix, maintaining vigil around the clock, explaining and promoting your offering.Recent surveys by Marketing She

6、rpa and Enquire indicate that more than 90 percent Of business people use the Internet to research major business decisions. At its best, your Web site captures a lead after capturing a prospect's Imagination and dem

7、onstrating that your company can meet the prospect's need.Wit</p><p>　　sources. Search engine optimization can make you a contender when prospects decide that they need a product or service in the next y

8、ear or so, want to keep up with the latest technology and want to know who makes and sells the item or service they want. Meta tags, text that uses keywords, relevant in-bound links and updated content are all important

9、to ensuring you'll be found.</p><p><b>　　PR online</b></p><p>　　Next, the prospect gets serious and needs additional information about the product, the sources and applying the t

10、echnology. The prospect is now interested in learning about the product from a credible news source. The more expensive or complex the purchase, the longer the time between the initial search and purchase. During this pe

11、riod, prospects may decide to sign up for Google News or similar keyword driven news sources to get pertinent information as it becomes available. When disseminated c</p><p>　　RSS and blogs</p><p&

12、gt;　　when prospects need to understand the pros and cons of a product or service, they will consider reading all input, including blogs, on the subject. Prospects at this stage use blog search tools to find relevant blog

13、s and other information sources. They can set up a "watch list" that compiles all entries with certain keywords, allowing them to return to the site, skim entries at their convenience and decide what they want

14、to read. Set up properly, your blog or (RSS delivered newsletter) will appe</p><p>　　The new direct mail</p><p>　　Say your potential client wants your input on the subject and no longer wants to

15、 filter through dozens of blogs and related news to get it. What's the next step? Direct access to It’s the moment of the interview that every spokesperson dreads: when the tone shifts from pleasant, neutral question

16、s to challenging, uncomfortable ones. Journalists look for ways to inject drama and tension into their stories. It makes stories more interesting. But you can stay cool through a tough interview by knowin</p><

17、p>　　Let silence be</p><p>　　As a society, we're uncomfortable with silence. People want to fill a void with words, and reporters may use this tendency against you. They’ll stay quiet and perhaps nod a

18、nd smile, encouraging you to continue. The more you talk, the greater the chance that you will veer off message and say too much. To combat this, deliver your message and supporting points, and then stop talking. The jou

19、rnalist will then fill the void with a question.</p><p>　　Facing the firing line</p><p>　　The opposite of the silent technique is the quick-drill question or statement. The reporter may ask seve

20、ral questions at once or make several brief statements that invite comment. You'll either forget some of them or be unsure as to which to respond to. The best way to handle this is to pick the question you prefer, an

21、d then answer. This gives you more control over your topic. If reporters want you to answer the other questions, they'll ask them</p><p>　　So what you mean i s . . .</p><p>　　To prompt the q

22、uote they want from you, reporters may try to put words in your mouth. The reporter may paraphrase something you've said, or come up with an original statement, and then add a phrase like "Don't you agree?&q

23、uot;or"Isn't data what you mean?" The paraphrased statement may introduce a more controversial take on the conversation. If the statement is inaccurate, counteract it with your own statement, such as What a

24、ctually said is ..." or” To sum up what I said, I……</p><p>　　Accentuate the positive</p><p>　　Other words reporters may try to put in your mouth: not, nobody or nothing. Reporters may — int

25、entionally (or not — frame questions using negative words, hoping that you'll repeat the word. (This always makes for a nice headline.) If you do, you '11 sound defensive at best, and guilty at worst. The defi

26、ning example: Richard Nixon's "I am not a crook." Instead, reframe a negative question into a positive answer.</p><p>　　Eliminate the speculative</p><p>　　Related to previous techn

27、ique is the "comment on something you don't know firsthand" tactic. Speculation is an easy way to get something new and potentially sensational on the record. Reporters may ask you "If X happens, what

28、will you do?" to elicit something fresh. They may also confront you with rumors or negative statements from unnamed sources. State clearly that you aren't able to speculate on that topic or statement. Then deliv

29、er a message that's on topic.</p><p>　　Bridge to the positive</p><p>　　Sometimes you can go right into your message after a challenging question. Other times you'll need a transition to

30、bridge from that negative question to your positive answer. Here's how to use the bridging technique. First, acknowledge the topic the journalist raised. Acknowledge, however, doesn't mean answer directly. It mea

31、ns address the subject so the journalist knows you heard the question. Otherwise you won't be successful. The second step is to use a phrase that builds a bridge from the jo</p><p>　　Keep it short and si

32、mple</p><p>　　Once you've used your bridging phrase and delivered your message., where do you go next? Add one supporting point to back up your message, such as a statistic, an example or a customer stor

33、y .Providing proof to illustrate your message is an important step, particularly during difficult questioning, when the reporter is skeptically evaluating everything you say Then, stop talking. Keeping it short uill also

34、 help you stay out of trouble. Don't repeat damaging words or debate negative allegations, </p><p>　　Saying no to "no comment"</p><p>　　One of the most common challenges you may fa

35、ce is feeling compelled to tackle a question that you can't answer. The reasons you can't answer it may include the following:</p><p>　　? It's not your area of expertise.</p><p>　　?Y

36、our organization isn't yet revealing details about it.</p><p>　　?The issue is before the courts.</p><p>　　? Government or financial regulations prohibit you from talking about it. Never issu

37、e a simple: "No comment." You will look like you're hiding something. Instead, handle these questions with this three-step process:</p><p>　　? I can't discuss that.</p><p>　　?

38、Here's why I can't discuss that.</p><p>　　?This is what 1 can discuss. .</p><p>　　These tactics will enable you to stay on message, no matter what the question. You'll be able to mas

39、ter the interview, and, knowing that, will build your confidence in media interactions from now on. </p><p>　　E-marketing</p><p>　　Your RSS-fed newsletter or blog. The mode of obtaining informat

40、ion has moved from keyword-driven to opt-in. Now you get to push. The prospect discovers it's easy and free to sign up to get your RSS feed via a personalized Web page (free from</p><p>　　."aggregat

41、ors like B1oglincs) or right in their browser (IE7 for instance) .Then they can easily check this page to see when you post new information. RSS allows your blog to "ping" the aggregators and search engines so

42、that your reader will know a new post is available when they check their personalized page. Due to a higher level of interest, or an impending buying decision, prospects may want new posts e-mailed to them so they can re

43、ad new information immediately, rather than having the posts</p><p>　　One-to-one dialogue</p><p>　　Now, die client wants you to contact them directly. This is what you've been working toward

44、. Your company gets asked for specific information in response to an RSSfed post. Now, you can send them targeted information via e-mail, and hopefully, it won't be long before your sales people are talking with the

45、prospect on the phone. This is not necessarily as long a process as it might seem because the steps vary and the sequence is typically not linear. This list is not all-inclusive, either.Webinar</p><p>　　出處：B

46、y David Schmidt and Betsy Goldberg</p><p><b>　　二、翻譯文章</b></p><p>　　標題：新的電子商務營銷過程與解決艱難的問題</p><p><b>　　譯文：</b></p><p>　　在互聯(lián)網上, 對于貴公司的產品和服務，商業(yè)買家選擇的

47、經驗有限，網絡營銷簡化了由一手的工作從上到下建立品牌，例如商業(yè)廣告、新聞報道和有針對性的戰(zhàn)術，直接郵件和銷售擔保。</p><p>　　在每種情況下,商家將接收到的信息、宣傳信息轉化為市場信息，商家選擇合適的媒體到達他們的區(qū)域，多次宣傳，通過網絡,你一定會聽到一些客戶的心聲。</p><p>　　在今天, 只要他們的愿意，潛在客戶可以通過互聯(lián)網得到的任何產品、服務的信息主題。他們的選擇包括

48、關鍵字搜索、通訊訂閱和博客的沖浪。</p><p>　　以個人空間意見為導向,內容在博客已經收到最多關注,但這方面的運作被媒體作為一個市場營銷工具，而它真正的潛力,是在于為商人鋪上輸送裝置。RSS是一個科技, 在你的信息消極的時候可以彌合差距、提供網站及信息。</p><p>　　你想通過電子郵件直接進入市場，這是一個可行的交流方式和戰(zhàn)術?？梢苿拥那熬?只不過是好奇的建議。中間步驟涉及RS

49、S還有那些新的純拉純推的行動順序。</p><p><b>　　你的網站</b></p><p>　　互聯(lián)網剛開始的時候,有的網站上還有骨干商務信息矩陣,保持在二十四小時趕工守夜推廣你的商品。最近的調查顯示,營銷的夏爾巴人表明,超過90%商業(yè)的人使用互聯(lián)網研究主要商業(yè)決策。處于最佳狀態(tài)時,你的網站抓住時機，領先占領一個富有想象力的前景,并通過展示,貴公司能夠滿足客戶的

50、需要。沒有知名度的搜索引擎和目錄清單,想要跟上最新的技術和想知道誰制造并銷售的項目，或服務他們想要的東西。利用相關的鏈接和更新內容，你會發(fā)現(xiàn)最重要的保障。</p><p><b>　　公關在線</b></p><p>　　其次,前景變嚴重，另外對信息需求產品、資源和應用技術對其前景進行了預測。在學習產品可信的消息來源，更昂貴的或復雜的、采購、更長的時間之間。最初的搜索

51、和購買，在這一時期,未來決定簽署。資料帶動新聞來源得恰當。當傳播不錯的時候,你把你的內容和文章發(fā)布在網頁這些可查找的在線新聞來源。正在進行的一個強有力的,公關執(zhí)行方案需要資料，媒體是唯一的辦法,充分利用這個頻道。在新產品的發(fā)布媒體會，充滿了最高級和廣告術語，應注意避免，文章以沒有促銷的事實在調查或應用經驗有更好的機會。</p><p><b>　　RSS和博客</b></p>

52、<p>　　當潛在客戶們需要明白產品的優(yōu)缺點或服務嗎?他們會認為閱讀所有的包括博客,關于這個主題的文章。在這一階段使用博客搜索工具獲得適當的博客和另外的信息來源。他們可以建立的“觀察名單"編譯所有的某些關鍵詞中跟,允許他們回來到現(xiàn)場,脫脂在他們方便的條目決定他們想要的東西來讀。合理的,你的博客或將出現(xiàn)在了搜索結果與新聞和信息作為一個可靠的資源。你的博客軟件自動警報，博客搜索引擎和集成者如Technorati,谷歌。當

53、你創(chuàng)建一個博客訂閱的新空間職位。前景仍然未知,除非他或她在回應你的博客決定對此事發(fā)表意見這樣做,通常需要創(chuàng)造用戶名和密碼,并且開始?，F(xiàn)在你的策略是開始看誰更像推拉。</p><p><b>　　新的直郵</b></p><p>　　說你想要你的潛在客戶輸入的理由,以及過濾仲裁員們不再想要去的地方。經過許多的博客和相關新聞去得到它。</p><p&g

54、t;　　下一個步驟是什么？直接進入</p><p>　　這是面試的那一刻每個發(fā)言人在氣氛從愉快、中性問題轉變?yōu)榫哂刑魬?zhàn)性的問題。記者尋找方法把戲劇和張力注入他們的故事，使故事更有趣。但你能保持冷靜通過艱苦的面試，記者通過了解策略使用引起多方的引導，使你能來參加自己的策略的訪談。</p><p><b>　　讓靜靜</b></p><p>　　作

55、為一個社會, 沉默讓我們不舒服。人們想要用文字填補一項空白,記者可以使用這個趨勢吸引你。他們將繼續(xù)保持安靜，也許點頭,笑,始終令人鼓舞你繼續(xù)。有更大的機會,你會一邊思考, 提供您的消息和支持分，說太多的地方打擊這一點, ,然后停止講話。這時，記者將填補空洞換一個問題。</p><p><b>　　面對最前線</b></p><p>　　相反的不寂靜的技術是快速問題或聲

56、明。記者可以問幾個問題，作一些簡短的陳述、邀請、意見。你可以忘記他們,或獲得稱心如意的意見。使用它的最好方法是你挑選喜歡的問題,然后回答。這給了您更多的控制你的論題的機會。如果記者希望你這么做回答其他問題,他們會問別的。</p><p><b>　　你的意思是…</b></p><p>　　促使他們想要報導你,記者可以試著打開你的嘴。記者可以詮釋一些你已經說過了,或者

57、最初的說法,再加上一些短語比如“你不同意嗎?”或“不是你是什么意思?”探究的聲明將會提出更多的爭議進行交談。如果語句是不準確的, 那么用你自己的聲明阻止它,如“我其實說的是……”或“總之我說了什么,我……”</p><p><b>　　強調積極因素</b></p><p>　　換句話說,記者可以試著在你口中:不,沒有人,要么什么都不是。記者也許不是故意框問題而使用反的

58、話,希望你將重復這個單詞。如果你這么做的時候, 最好的情況下你要防止禍從口出的窘迫。例如理查德·尼克松的“我不是個騙子?！毕喾?你們將消極的問題作為肯定的答復。</p><p><b>　　消除投機</b></p><p>　　以前的技術,如有關“評論些你不知道的卻了解的第一手”戰(zhàn)術。來得到新東西，推測是一個簡單的方法,或潛在的聳人聽聞的在記錄。記者可以問你

59、”如果某些壞事發(fā)生的時候,你會做什么呢?”可能會引發(fā)一些新鮮。他們也可能面對你的謠言或負面的聲明中的來源。這時候你要聲明你并沒有能夠猜測這一話題。然后傳遞信息說那是在最初的主題。</p><p><b>　　積極搭橋</b></p><p>　　有時在面對一個具有挑戰(zhàn)性的問題你可以直接進入你的信息。其他時候你需要從橋梁過渡負面問題來得到你肯定的答復。這是如何使用該銜接

60、技術。首先,承認這題的記者復活。承認,然而,那并不代表直接回答。這意味著解決這個題材構圖,記者知道你聽到了問題。否則你不會成功。第二步是用一個短語建立一座橋梁,從記者話題到你的一個關鍵信息。短語如“實際”或“采訪表征,不同“能幫助引導的談話。最后一步是向客戶提供相關的信息。一旦你使用你的架橋有關把你們的消息公布的話,在那里你常去下一個了。添加一個支持點來支持你的信息,比如統(tǒng)計顧客的故事。提供的證據說明你的訊息都是非常重要的一步,特別是面

61、對困難的提問,當記者懷疑時，評價自己說的所有事情，然后別說話了。直到保持它還能幫助你遠離麻煩。不要過分重復破壞詞或辯論負面的指控,無論那邊可能是多么誘惑你會供給一個引用,將出現(xiàn)在標題或者是第一個段落,而那將改變整個語境再造的故事。</p><p>　　說“不”到“不予評論”</p><p>　　一個最最最常見的挑戰(zhàn)，你可能面對的是感覺不得不處理的問題,而你卻不能回答,有可能包括下列事項:&

62、lt;/p><p>　　?這不是你的專業(yè)的領域。</p><p>　　?貴機構目前還不清楚，對此有詳細的說明。</p><p><b>　　?問題是在法院。</b></p><p><b>　　?政府或財務規(guī)章等</b></p><p>　　禁止你談論它，從來沒有一個簡單的問題:

63、“沒有透露?！蹦憧瓷先ゾ拖衲愕囊恍〇|西。相反,處理這些問題的這三個步驟:</p><p>　　?我不能談論這件事?！?lt;/p><p>　　?這是為什么我不能談論這件事。”</p><p><b>　　?這是可商議。。</b></p><p>　　這些策略將使你留下來在信息,不管什么問題。你將能掌握面試,而且據我了解,會鍛

64、造你的互動傳媒公信力。</p><p><b>　　網絡營銷</b></p><p>　　你的RSS通訊或博客，獲取信息的模式已經搬走了從確認列表?，F(xiàn)在你去推算前景發(fā)現(xiàn)它很容易通過自由報名得到你的RSS。通過個性化的網頁，比如IE7瀏覽器，然后他們可以很容易檢查這個頁面看到你的帖子以及新的信息。RSS允許你的博客匯集者和搜索引擎，這樣你的讀者就知道到一個新的工作崗位上

65、時可檢查他們的個性化頁。由于利益,或更高的水平即將到來,新職位可以發(fā)電子郵件給他們，他們能閱讀新的信息,而不用文章收集起來在一個個人網頁免費的在線提供等選擇服務。除非對方選擇保持匿名,你現(xiàn)在知道他們是誰。這是更堅定確認列表?，F(xiàn)在，客戶需要你聯(lián)系我們，這正是你一直工作方向。貴公司為特定的詢問信息來響應一個RSS職位。現(xiàn)在,你可以把他們的目標信息通過電子郵件發(fā)給我,我希望不用多久你的銷售人員交談的電話。這并不一定是那么長的過程,它似乎因為步