毕业设计(论文)外文翻译.doc

1
大连交通大学信息工程学院
毕业设计(论文)外文翻译
学生姓名 吕 帅 　 专业班级 市场营销07-2班
指导教师 孙韶馥 职 称　 讲 师 　
所在单 economically practical (Hoffman & Novak, 1996). Consistent with this capability, seven of the top ten Internet retail sites tailor some part of their product offerings to the preferences of individual consumers, altogether grossing nearly $4 billion in 2000 (National Retail Foundation, 2000).
This use of new technology to market to individual consumers allows firms to engage in marketing activities not previously feasible. Although merchants have helped consumers sort through alternatives for centuries, and skilled artisans have made build-to-order products available long before mass production was common place,the advent of interactive communications, flexible manufacturing, and just-in-time delivery systems has made it economical for many companies to offer different products to individual consumers on an unprecedented scale. These new technologies enable firms to employ individualized efforts that enhance both the likelihood of purchase as well as consumers' post purchase satisfaction by providing products that match consumers' preferences as closely as possible. In the course of attempting to achieve such matches, however, the product selection process has been transformed in such a way as to influence consumers' decision processes. Instead of passively