A. E-GAME John and Stephanie both wanted a complete career change. Selling children's game over the internet seemed a foolproof idea, but their biggest challenge was to secure financial backing. First they contacted numerous venture capitalists, but from the response of the few that would even talk to them, they realised they would get nowhere until they had spelt out in detail how they intended to turn their concept into reality. So the next step was to work with a group of start-up consultants, to devise a business plan making their expected revenue streams more precise.
A.John和Stephanie两人都想彻底的换一份职业。在网络上售卖儿童游戏看上去像是一个万无一失的想法，但是他们最大的挑战是有资金作为支持。首先他们联系了无数的风投公司，但是从少数几个愿意跟他们谈的人的反馈看，他们意识到除非他们能详细说明打算如何将想法变成现实，否则他们一无所获。因此，下一步是和一群启动创业的顾问进行合作，设计一个商业计划书，把他们的预期的收入流变的更加精确。
B. SUREK Sue and Dereck's plan was to sell clothes over the internet. After a shaky start, leading to serious cash flow problems, which meant they occasionally had little to live on, they realised they would have to advertise much more seriously: on the internet, they used online marketing tool to the full to produce increases in traffic, and combined this with intensive publicity outside the internet. Within six months they had built a large customer database, at which stage it was necessary to begin looking for capital to build the business.
B.Sue和Dereck的计划是通过网络售卖衣服。经历了一开始的不稳定，导致了一个严重的现金流的问题，这意味着他们有时几乎没有什么机会生存，他们意识到他们不得不更加认真的做推广：在网络上，他们过去使用在线的营销网络营销工具增加点击量，同时结合互联网以外的密集公共宣传。在6个月之后，他们已经建立了一个海量的客户数据库，在这一阶段，他们必须开始寻找资本去建立业务。
C. WONDERWEB Two senior advertising executives, frustrated with the pace of change in an industry they felt was failing to take advantage of new media, Sally and Sue were keen to translate their advertising and marketing skills into an online environment. To their surprise, they found that many websites seemed to have been developed without taking any account of user's needs. Sure that the opportunity was ripe for a business with a strong marketing proposition, they started offering marketing services to other small online businesses.
C. 他们高级的广告主管对他们未能利用新媒体进行行业的变革感到沮丧，Sally和Sue渴望能将他们的广告和利用营销技能转化成为一个在线的环境。让他们感到吃惊的是，他们发现很多网站的开发看上去没有考虑到客户的需求。他们确信时机已经成熟，可以开展有力的营销活动，他们开始为其他小型的在线企业提供营销服务。
D. SUPERGIFTS Michael and Tony set up a company to sell upmarket gifts, such as glassware and porcelain, online. The niche market they have identified is professional and affluent, a group which they research revealed is increasingly internet literate, is looking for exceptional goods at the right price and has high service expectations. A low-level marketing campaign generated more than 2000 customers, with a high-value average order. The entire system from web order to delivery is proving to be highly successful, with all orders being fulfilled within the advertised five days without any returns or breakages.
D.Michale和Tony创立了一个公司在网上去售卖高档礼品，比如说玻璃器皿和瓷器。他们确定小众市场是专业的并有很大的利润空间，他们研究的一群体越来越精通互联网，正在寻找价格合适的优质产品，并对服务抱有很高的期望。一个初级的市场营销活动产生了超过2000个客户，平均订单量价值较高。从网络订单到交付的整个过程证明是非常成功的，所有订单都在广告发布的五天内完成，没有任何的退货或者产品破损。
E. ABBIE'S The first phases of the company's growth have been funded through a mix of personal investment, foregone salaries and bank overdraft. The next phase will be crucial. Their biggest challenge will be to distinguish themselves from a plethora of competitive sites, most of which are spending far more than they are. To stand out from the crowd, Paul and Abbie are working to target and reach their audience better, and generate higher sales, but of necessity without increasing their budget. The company's total marketing vision will be the key to success.
E.公司成长的第一阶段是通过个人投资，放弃的薪水和银行的透支等混合方式获得资金。下一阶段将非常关键。最大的挑战是如何从众多的竞争网站种脱颖而出，这些网站的支出远远大于他们的网站。为了从中脱颖而出，Paul和Abbie正致力于瞄准和接触他们的客户，创造更高的销售额，但是不能增加他们的预算。这个公司的整体的营销愿景将是他们成功的关键。
- These people have not paid themselves out of their company's income so far.
这些人到目前为止没有用公司收入来支付他们的薪水。E - These people had knowledge which they wanted to exploit in a different type of company.
这些人拥有知识，他们想在另一种类型的公司中利用这些知识。C - These people's initial efforts to obtain start-up funding were unsuccessful.
这些人初期努力是想获得一些启动资金没有成功。A - The people have developed a very effective process for handling sales.
这些人已经开发了一项非常有效销售过程。D - These people devised a mixed media approach to advertising.
这些人设计了一系列媒体的方法去进行宣传.B - These people felt that they could improve companies' focus on customers.
这些人觉得他们能改善公司对客户的关注。C - These people intend to make their marketing more cost-effective.
这些人打算让他们的市场营销更具有成本效益。E - These people are targeting a relatively small number of discerning clients.
这些人针对的客户是少数有眼光的客户群体。D
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