2024年4月16日发(作者：)

工商管理专业英语Unite8课后题答案

Unit8 E-commerce

Answer the following questions.

is Internet?

A: The Internet is a worldwide network of millions of

computers and computer networks. It is a public, voluntary, and

cooperative effort between the connected institutions and is not

owned or operated by any single organization.

are Internets formed?

A: Internets are formed by connecting networks through

special computers in each network known as gateways, whose

interconnections are made through various communication

paths, including telephone lines, optical fibers, and radio links.

you explain the functions of www?

A: World Wide Web (WWW) is a system of resources that

enable computer users to view and interact with a variety of

information, including magazine archives, public and private

informational resources, databases, and software programs. The

WWW can be accessed by a computer connected to an internet,

an interconnection of computer networks, or through the public

Internet, the global consortium of interconnected computer

networks.

are the most prevalent products sold online in the

U.S.?

A: The most prevalent products sold online include airline

tickets, computer peripherals, software, books, music discs,

apparels, and videos.

are advertisers slow to move their spending from one

medium to another?

A: (1) Internet is developing as a media channel but it will

take some time before it is accepted as a traditional medium

along with television and printed media. The development of

online media will be similar to that of offline counterparts:

acceptance, and profits, will take time to develop, and only a

small number of companies will succeed.

(2) Certain consumers view Internet advertising as the best

medium, however, it tends to lag behind TV advertising

effectiveness .And Internet as a medium is better suits for high-

involvement product than for low-involvement products.

6. How is the effectiveness of online advertisements?

A: Firms are skeptical about the reach and effectiveness of

these advertisements. Too quickly, banner advertisements

became the standard online format, and click-through rates

became the principal measures of effectiveness.

is the role of Internet service providers?

A: Internet Service Providers are the gatekeepers to the

online world for the subscribers of Internet service. Internet

Service Providers are themselves big marketers and they have a

vast database of customers who surf the World Wide Web.

does “brick-and-mortar” mean?

A: Brick-and-mortar means retailers with strong and

established brand presence, physical distribution relationships,

and capital investment in traditional formats.

9. What are the most important concerns to online

consumers?

A: (1) Security is the most important concern to online

consumers, and a Web site provides easy access to products and

clearly posts delivery fees and policies wound reduce consumers’

security worries. The second most important issue is price. Free

shipping and attractive discounts by Internet marketers often

encourage online purchases. Brand effect, delivery method, and

other post purchase service factors are the third most important

issue during the online shopping process.

product groups are most likely to succeed on the

Internet?

A: The product groups most likely to succeed on the Internet

are convenience, shopping, and specialty goods.

11. What are the shortcomings of Internet?

A: The Internet does not provide consumers with the feel,

touch, and smell of the product being advertised. Another

weakness of Internet is its perceived lack of reliability.

12. Why is it hard for a brand to put out second-rate products

and services?

A: The democratizing of information and knowledge makes

it harder and harder for a brand to put out second-rate products

and services. With their newfound ability to talk back, your

customers will gladly to tell you all about it if you don’t live up

to their expectations. With equal justice, they will not only tell

you, they will tell each other spanning all times zones in the world

with millions of clicks.

13. Do you think traditional brick-mortar stores have an

advantage in e-commerce? Why?

A: Traditional brick-mortar stores have an advantage in e-

commerce.

Even though a lot of new brands developed on the net

because of the unprecedented opportunities that opened up,

traditional brick-mortar businesses that have brands with good

equity have a definite advantage over these new brands.

More and more old economy companies are moving rapidly

into e-commerce. These companies have the advantage of well-

known brands that can be successfully used in the online world

to attract customers.

A distinct advantage traditional retailers enjoy is their ability

to offset low margin sales by up-selling other merchandise with

much higher margins.

14. How does Internet help to create competitive advantage?

A: The Internet has given these companies a channel to get

access to and feedback from final customers. These companies

can get more information, more quickly from customers through

the Internet. This allows them greater responsiveness in

improving services and amenities, which helps to create

competitive advantage.

The Internet also presents an opportunity to improve

customer service with lower costs.