Term Paper on "E-Commerce Marketing"

Term Paper 5 pages (2048 words) Sources: 1+

[EXCERPT] . . . .

E-commerce/Marketing

E-business implies alteration of important business processes by the application of Internet technologies. The Internet is revolutionizing every facet of our lives; however no sphere is experiencing as brisk and vital transformation, like the manner businesses operate. While businesses integrate Internet technology into their core business processes, they begin to attain true business value. In the present era companies regardless of their size are utilizing the power of the web to communicate with their associates, link up with their back-end data systems, and do business dealings. This is the ideal place in which the power and dependability of conventional information technology converge with the Internet. Even though any e-business is inimitable, it is usually probable to classify them as either business-to-consumer -- B2C or a business-to-business -- B2B. B2B is a business model wherein the transactions are between two companies or businesses. (Business-to-consumer E-Commerce)

On the other hand a B2C e-commerce model is one where the business dealings are between a particular company and consumers. B2C pertains to any business or an enterprise selling products and services to consumers through the Internet for their independent application. It must be appreciated that these two types are merely a user's perspective of e-commerce sites. Looked from an angle of providing solutions, a business-to-consumer is merely the culmination of business-to-business-to-consumer supply chain. One of the ideal illustrations of B2C e-commerce is amazon.com a virtual bookstore that started its site during 1995. (Business-to-consumer E-Commerce) Put in simple terms; marketing is dependent on the target audience to whom the message is required to be delivered. With B2B in place, you have to be aware of your business needs, its present condition, business rivals, drift, technology, expenses and so on. B2C includes the information about whom you are selling the products. You have to feel their pulse and have knowledge about their demand and requirements, your rivals, reach, supply chain, expenses and so on. It is the profile of the people you are interacting with. (Marketing Profs: B2B vs. B2C Marketing)

By the type of B2C v. ordinary B2B sites, B2C sites are have more of a business transaction type interface compared to B2B sites. The two categories have business dealings, however consumers remain logged in to conduct or purchase instantaneously; B2B users are inclined to be more exploratory and are conscious that delays might occur to obtain the elaborate niceties of the solutions they are looking for. Several business websites oblige "the users who are keen to learn more," to register with the site and part with information to keep in touch in return for obtaining the information they are looking for. This gives a scope for human interference, when relevant, that can truly make an online business deal very pleasurable and start developing a long-standing business relationship. (Marketing Profs: B2B vs. B2C Marketing)

Apart from this, from a stringently informational vs. operational viewpoint, majority of the profitable sites are equipped with just three stages of information. Level 1: Summary information with the main menu tool above the fold. Level 2: Selective information for the guidance of the decision makers proximal to the solution they in fact are looking for. Level 3: Final level of information, with sufficient information intended for a decision maker to take a decision and buy, sign up, request for a demonstration, request for a display, for additional information and so on. In case your site becomes extremely intricate above the three-level system, to go for buying/arriving at a decision, the consumers will believe the experience as very much knotty. They might purchase / take a decision to purchase for the moment, however might not make repeat buys in case they are confronted to choose afterwards. Business users will not tend to be as impatient, by the very characteristics of their interrogations, as a whole. Frequently, B2B sites have better information and are technical. There is reduced branding, or at the minimum a distinctive type. It is not very much an emotional relationship as an intellectual linkage. B2C sites are stuffed with activity, direct branding machines for self-promotion. They frequently alter with promotions and products, and are made trouble-free for simpler navigation or the lay user. (Marketing Profs: B2B vs. B2C Marketing)

Several manufacturers desire to widen their access and brand identity to the consumer, however inconsistency in the channel and implementation problems deter them opening direct sales channel. Over the years consumers have developed useful and loyal relationships with the channel partners and direct selling can be a reason for uncertainty or at the most- channel conflict. Direct consumer ordering involves restructuring warehouse systems to deal with order volumes of lesser quantity and product returns. Profitable B2C policy integrates the channel partners to supply vital implementation and service processes while leveraging the manufacturer's brand equity and spending made in marketing. It is essential to re-intermediate your channel partners; and not disintemediate them. (B2C Commerce)

It is indispensable to give product content and retail prices readily to the customers, make simpler the choice of products and configuration; facilitate either the producer or channel partner to 'hold' the pricing and implementation processes; enable the consumers to place order with configurable implementing alternatives; facilitate channel partners to set up online relationship with consumers: collect business intelligence data on the ordering schedules of consumers and generate targeted product campaigns and pricing promotions. (B2C Commerce) in case of B2C e-commerce, the attention is greater on attracting prospective buyers and making them consumers, preventing them from shifting loyalties and share values made during the process. The final objective is converting shoppers to buyers as insistently constantly as possible. In an archetypal B2C, flow of information between business and consumer generally is by the medium of Internet. This flow comprises orders/service requests from consumers, product data, terms, provision of services through business and so on. Apart from that it might even include, flow of tangibles. (Business-to-consumer E-Commerce)

The important features of B2B are that companies make their endeavor to bring automation in the business process so as to improve it. Brining in automation reduces an enormous amount of time and money. Even though B2C receives more hard sell, the amount of funds dealt with every year through B2B is substantially higher than B2C. The primary feature of B2C is that companies attempt to build a direct relationship with consumers negating the role of the middlemen like distributors, whole sellers and dealers. The variation in marketing is marked by that a B2B seller attempts to make itself show distinct from its competition by marketing its value statement to its intended market as one which will save the purchasing companies a huge amount of time and finances through making automation in their supply chain to the maximum possible extent. They accomplish this by the conventional offline means of advertisement, trade fairs, field sales etc. together with websites that give customer exclusive access to their accounts and stock position. Apart from this e-mail marketing and other communications through the application of supply chain is efficient. Setting up strategic partnership and coalitions can even provide remarkable synergies and leverage. (Marketing Profs: B2B vs. B2C Marketing)

In order to take full advantage of the capability of B2B structure, it is impending upon companies to consider in terms of eHubs. An eHub is a web-enabled platform that makes available trading associates to find exchange and share information connected with buying and selling activities. Several dealings irrespective of inbound or outbound needed in customer order execution are done in an automatic fashion. Kevin M. McKelvie and Mark Simmonds describe eHub to be an assortment of technologies which give end-to-end supply chain incorporation and teamwork, sharing of information, visibility into wide array of activities connected with demand planning, direct purchase and implementation of order. In this process, the eHub makes optimum use of the supply chain itself and all its contributors. It offers total transparency at every levels of implementation of a transaction. (Business-to-Business Ecommerce)

Implementation of inbound customer transaction from higher up in the channel to contract manufacturer within the supply chain is performed automatically. This leads to optimized inventories. The eHUb makes possible flow of information to everybody involved, thereby allowing them react in a time bound and efficient manner. The eHub is apt for supply chain collaboration since eHub is accessible to quite a lot of different groups; all of them contribute their share of information to build a repository of active information at "mission control center" within the eHub. As every trading partner is able to extract this information, it hands out multiple functions. It provides not just present view of the order but even gives view of the added aspects of executing that order, like production capability and availability of inventory, and logistics and execution status. It is exciting to observe the manner in which various parts assemble to build an active hub. (Business-to-Business Ecommerce)

B2C even employs offline procedures together with the unification of online tools like interactive website, email marketing, online communities, CPC - cost per click… READ MORE

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