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1、外文翻译原文Title:e-MARKETINGSTRATEGYMaterialSource:IrishJournalofManagementAuthor:Lawton,T.C.,MichaelsThispaperisaimtoprovideadviceforOtto'smanagementforemarketingstrategy.Firstwemakemeritsandlimitationsanalysisbasedonthetheoryofemarketing,thenwedepictthedifferentbuyerbe
2、haviourontheinternet,whichcouldbethebackgroundandbasisforouremarketingstrategy.Thecompanybuyersaremoreprofessionalandprudentthanindividualcustomers.Ottoshouldcenteronitsownwebsite,whichwillprovidethecustomerswiththelatestproductandpromotion.Thenatthesametime,Ottocan
3、putadsthroughsearchenginesandmanyotherwebsites,bothtraditionalandmodernmedias.AccordingtotheB2BtheoryandOtto'spresentsituation,werecommendtwokindsofauctionplanonOtto'sownwebsitetoincreaseOtto'sclosecooperationtothecompanybuyerswithexistingonesandnewbuyersbythebandna
4、mepromotion.Throughtheinternettendering,Ottocanreduceitscostandgainpriceadvantage.IntroductionAsatraditionalcompanywhichpaysmoreattentiontothepersonalanddirectselling,Ottoisinthe21thcenturywhichtheemarketingisvitalandnecessarytoeverycompanywantstosurviveanddevelopme
5、nt.Otto'smanagementhasrealizedtheimportanceofemarketing,thisreportistobringsomeideasontheemarketingstrategyfortheoldandprosperousOttotoembracingthenewInternetage.ITheoryofEmarketing1.1BackgroundandOriginItwasreportedthatcustomersspend£1billionamonthonline,onlinesale
6、sare6%ofallUKretailsales,whichmakeiteasytounderstandwhytheemarketingissoimportant.Witheemarketingcompaniescanusedigitaltechnologiestohelpsellgoodsorservices.Todayyoucangetadfromemail,sometimesitisavirus;readRSSnews,orderyourtoothpasteandbedfromEbay,andthelatestmovie
7、onyourcellphone.Theadiseverywhere,rightnowInternetisbecomingoneofthemostmulti-facetedcommunicationtoolsthatmarketershaveattheir9disposal.TheInternetisimmediatetoget,dynamictochange,andgloballyaccessible.InitscurrentU.S.-basedforecast,JupiterResearchmadeareportthatem
8、ailmarketingspendingwillgrowto$1.1billionby2010.ThereisnodoubtthattheInternetisacriticalcomponentofmarketingandsalesstrategiesfororganizat
