《跨境电商实用英语》第2版,人大版习题答案Unit,3-Chapter,4.docx

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1、跨境电商实用英语第2版,人大版习题答案Unit,3-Chapter,4Part Two ：Passage Reading Task 11. Store marketing and promotion can help us attract customers, increase visits and exposure of our store and products, bringing more orders and transactions. 2. Platform-inside marketing means to advertise and promote the store and

2、products by using the marketing tools provided by third-party cross-border e-commerce platforms. Platform-outside marketing refers to marketing tools that bring potential customers from other sites to our cross-border e-commerce store. 3. When creating these promotion activities, we must pay attenti

3、on that the start and end time are U.S. Pacific time. In general, the start and end time should be set during the evening prime time for foreign customers, which is more likely to bring better marketing results. In addition, activities need to be created at least 48 hours in advance. For some popula

4、r promotional time periods, such as Thanksgiving and Christmas, we must be prepared early.Task 21. properly 2. affiliate 3. commission 4. corresponding 5. achieve 6. preparatory 7. transaction 8. relevanceTask 31. It’s not good for product exposure if the bidding price for Keyword Pro is too h

5、igh or too low.2. We must raise the price by at least 20%, or we will lose money. 3. We hope this promotion activity can stimulate our customers to buy. 4. We decide to give you a special discount since you are our regular customer.5. Every team should prepare the material for speaking before class

6、each week. 6. According to the regulations, no advertising could be played in the middle of TV dramas during prime time. Part Three ：Mini-Project Task 1Dear customer, We are XXX store on AliExpress. Thanks for your long-term support for our store! We are writing to inform you that we are having a ne

7、w collection coming up this week. Please visit our store to see if any of the new arrivals interests you. For a better purchase experience, we have enclosed a $2 coupon for you to use for your next purchase. Hope to see you again soon! Best Regards, XXX （答案仅供参考）Task 2Dear customers, We are XXX store

8、 on AliExpress. Thanks for your long-term support for our store! We are writing to inform you that we are having a huge Thanksgiving promotion next week. Please visit our store to see if any of the sale items interests you. For a better purchase experience, we have enclosed a $2 coupon for you to us

9、e for your next purchase. Hope to see you again soon!Best Regards, XXX （答案仅供参考）Passage Translation 站内营销 当我们完成了店铺注册、选品、产品信息化处理和上传、店铺装修等前期打算工作，但却发觉店铺访问量、产品曝光量等数据迟迟不见上涨，这时应当怎么办呢？店铺营销和推广能帮助我们吸引客户，提高店铺和产品的访问量和曝光量，从而带来订单和交易额。一般来说，店铺营销分为站内营销和站外营销两大类。在这一节当中，我们将主要介绍站内营销的方式和技巧。站内营销，顾名思义就是指利用跨境电商第三方平台自有的营销工具来进

10、行店铺的营销和推广。在主要的跨境电商平台中，速卖通为卖家供应了最为丰富和有效的站内营销工具。其中，部分营销工具是付费的，而另外一些则不须要向平台付费。速卖通付费营销工具主要有直通车和联盟营销。直通车是一种 P4P 广告（Pay for performance），卖家通过设置关键词对店铺内的产品进行推广。当买家搜寻该关键词时，相应商品就会出现在展示位上。而只有当买家点击了推广的商品时，速卖通才会进行扣费。由于这种点击付费广告的高效性，速卖通直通车能够快速提升店铺流量，吸引大量买家。除了设置想要推广的关键词和商品，卖家还需对该关键词设置出价，出价会干脆影响我们的商品出现在推广位置的排序。除此之外，

11、店铺的商品信息质量、商品与关键词的相关性、买家认可度、账户质量等推广评分也在整体排名中起着关键的作用。我们可以通过设置每日消耗上限来限制直通车的费用，并通过分析推广效果的数据来确定是否要调整关键词和出价策略。另一种付费推广方式是联盟营销。联盟营销同样按效果付费，卖家通过联盟营销渠道收到了订单的话，根据事先设定的交易比例来支付佣金。佣金比例由卖家自行确定，一般从 3%到 50%不等。和直通车不同的是，联盟营销只有产生了订单才收费，不成交则不收费。我们可以通过我的速卖通-营销中心设置佣金比例，加入联盟营销。除了直通车和联盟营销，速卖通还为卖家供应了四种店铺自主营销工具，分别是限时限量折扣、全店铺打

12、折、店铺满立减和店铺实惠券。我们可以在我的速卖通-营销中心-店铺活动创建并管理这四种店铺活动。限时限量折扣和全店铺打折可以在短时间内大大提高店铺流量和产品曝光量，带来大量订单。特殊是对于新店铺，效果可以说是立竿见影。在创建这两个活动之前，肯定要做好打算工作。如某个产品想打 5 折，在上传时就要适当提升价格，因为速卖通对于虚假折扣的打击力度很大，如不早做打算的话简单带来亏损。店铺满立减，即购物满肯定金额，立减肯定金额。这个活动最大的目的在于刺激买家购买更多的产品，提高客单价。所以在创建店铺满立减活动之前，我们须要了解我们店铺的客单价也许是多少，这个数据可以在数据纵横的商铺概况中查询到。店铺实惠券

13、和店铺满立减一样，也能达到提高客单价的目的。除此之外，店铺实惠券也是一种特别有效的二次营销工具。除了在店铺内设置实惠券供进店的买家自行领取，我们还可以给老客户定向发放实惠券，吸引他们再次光顾我们的店铺。在创建这四种营销活动时，我们都要留意活动的起先时间和结束时间均为美国太平洋时间。一般来说，将起先时间和结束时间设置在国外客户的晚上黄金时段更简单带来比较好的营销效果。另外，活动须要至少提前 48 小时创建，所以对于一些促销节点，我们肯定要早做打算。不管是付费营销工具，还是店铺自主营销活动，其目的都在于提升店铺的流量和订单数。只有我们充分利用好每一种营销工具，并让他们之间相互协作，才能达到最好的营销效果。