4)Direct Marketing a.Proactive and full direct marketing b.Reactive and partial direct marketing 5)Online customer service 6 Electronic intermediaries a.Generalized e-brokers b.Specialized electronic distributors 7)Reactive electronic department stores 8) Regional shopping service 9)Procedure for Internet shopping:the consumer's perspective 10) Aiding comparison shopping a.Search of hypertext files by agents b.Search in a Web-based database:human and software agents sharing information c.Comparable item retrieval and tabular comparison d.Comparison of multiple items from multiple malls e.Comparison as a multiple-criteria decision making 11)The impact of EC on traditional retailing systems a.Disintermediation and reintermediation b.Impact on manufacturer's distribution strategy 3.问题与应用（能力要求） Discuss some ofthe B2C EC-related managerial issues to get a better picture of how EC helps with the management in an organization. (三)课后练习 1.Questions for Review 2.Questions for Discussion 3.Internet Exercises (四)教学方法与手段 课堂上以教师的精讲为主，以学生的主题发言、课堂讨论和实际操 练为辅，课外布置学生完成相关练习。 第三章Internet Consumers and Market Research (一)目的与要求 Upon completion of this chapter,the students will be able to: 1.Describe the essentials of consumer behavior, 1.Deseribe the characteristics of Intemet surfers and EC purchasers. 2.Understand the process of consumer purchasing decision making 3.Describe the way companies are building relationships with customers 4.Explain the implementation of customer service;4) Direct Marketing a. Proactive and full direct marketing b. Reactive and partial direct marketing 5) Online customer service 6) Electronic intermediaries a. Generalized e-brokers b. Specialized electronic distributors 7) Reactive electronic department stores 8) Regional shopping service 9) Procedure for Internet shopping: the consumer’s perspective 10) Aiding comparison shopping a. Search of hypertext files by agents b. Search in a Web-based database: human and software agents sharing information c. Comparable item retrieval and tabular comparison d. Comparison of multiple items from multiple malls e. Comparison as a multiple-criteria decision making 11) The impact of EC on traditional retailing systems a. Disintermediation and reintermediation b. Impact on manufacturer’s distribution strategy 3. 问题与应用（能力要求） Discuss some of the B2C EC-related managerial issues to get a better picture of how EC helps with the management in an organization. （三）课后练习 1. Questions for Review 2. Questions for Discussion 3. Internet Exercises （四）教学方法与手段 课堂上以教师的精讲为主，以学生的主题发言、课堂讨论和实际操 练为辅，课外布置学生完成相关练习。 第三章 Internet Consumers and Market Research （一）目的与要求 Upon completion of this chapter, the students will be able to: 1. Describe the essentials of consumer behavior; 1. Describe the characteristics of Internet surfers and EC purchasers; 2. Understand the process of consumer purchasing decision making; 3. Describe the way companies are building relationships with customers; 4. Explain the implementation of customer service;