Presentation on theme: "E-Business / E-Commerce Marketing in the Digital Age"— Presentation transcript:
1 E-Business / E-Commerce Marketing in the Digital Age Chapter 4E-Business / E-Commerce Marketing in the Digital Age
2 WHAT IS E-BUSINESS?• E-business (E-Commerce) Targeting customers by collecting and analyzing business information, conducting customer transactions, and maintaining online relationships with customers.• E-marketing Strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools.• Digital Tools: Examples:• Researching computer printers on CNet.com and then placing an order at Newegg.com.• Legally downloading music and videos from Apple Computer’s iTunes Web site.
4 TYPES OF BUSINESS WEB SITES • Corporate Web site Site designed to increase a firm’s visibility, promote its offerings, and provide information to interested parties.• Marketing Web site Site whose main purpose is to increase purchases by visitors.• Corporate Web site Site designed to increase a firm’s visibility, promote its offerings, and provide information to interested parties.• Purpose is to build customer goodwill and assist channel members in their marketing efforts.• Marketing Web site Site whose main purpose is to increase purchases by visitors.• Many try to engage visitors in interactions that move them closer to a desired marketing outcome.
5 B2B E-MARKETING• Business-to-business (B2B) e-marketing Use of the Internet for business transactions between organizations.• Accounts for 90 percent of all e-business activity.• Accounts for 10 percent of all B2B transactions.• Business-to-consumer (B2C) e-marketing Selling directly to consumers over the Internet. Also called e-tailing.• Shopping & Informational Sites• Electronic data interchange—computer-to-computer exchanges of price quotations, purchase orders, invoices, and other sales information between buyers and sellers.• Web services—Internet-based systems that allow parties to communicate electronically with one another regardless of the computer operating system they use.• Extranets—secure networks used for e-marketing and accessible through the firm’s Web site by external customers, suppliers, or other authorized users.• Private exchanges—secure Web site at which a company and its suppliers share all types of data related to e-marketing, from product design through delivery of orders.• Electronic exchanges—online marketplaces that bring buyers and sellers together in one electronic marketplace and cater to a specific industry’s needs.• E-procurement—Web-based systems that enable all types of organizations to improve the efficiency of their bidding and purchasing processes.
6 ONLINE SHOPPING AND B2C E-MARKETING • Business-to-consumer (B2C) e-marketing Selling directly to consumers over the Internet. Also called e-tailing.• Service providers such as banks are an important segment of e-tailing.• Two types of B2C Web sites• __________ sites• Shopping sites such as Gap.com where customers can get product information and make purchases online.• Information sites such as Toyota.com where customers can get product information but cannot make purchases online.
7 USING THE WEB’S COMMUNICATION FUNCTION • Web has four main functions: e-business, entertainment, information, and communication.• Communication is Web’s most popular function.• Firms use to communicate with customers, suppliers, and other partners.• Spam Popular name for junk .ONLINE COMMUNITIES• Internet forums, newsgroups, electronic bulletin boards, and Web communities that appeal to people who share common interests.
8 ONLINE BUYERS AND SELLERS • Demographics of customers are changing as Internet penetration grows.