1. A stronger relationship between the retailer/producer and the consumer isn't just about financial incentives. 零售商或生产商与消费者之间更强的关系不仅仅是经济激励。
2. Even when a retailer gets a customer to walk in the store, she can easily see if there's a better deal online or at another store nearby. 即使零售商让顾客走进商店，她也能很容易地看到网上或附近的商店是否有更好的交易。
3. Customers can also improve future shopping experiences by filing complaints to the retailer, instead of complaining to the rest of the world. 消费者也可以向零售商投诉，以来改善日后的购物体验，而不是四处向他人抱怨。
4. But in some cases, one marketer's owned media become another marketer's paid media—for instance, when an e-commerce retailer sells ad space on its Web site. 但在某些情况下，某市场营销者的自有媒介会成为另一个营销者的付费媒介。比如，当某电子商务零售商出售其网站上的广告空间时。
5. The British are supposed to be famous for laughing at themselves, but even their sense of humour has a limit, as the British retailer Gerald Ratner found out to his cost. 英国人本应以自嘲著称，但就连他们的幽默感也有限度，英国零售商杰拉尔德·拉特纳在付出一定的代价之后才明白了这一点。
