Explain business-to- consumer (B2C) e- marketing. Identify online buyers and sellers. Describe some...

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Explain business- to-consumer (B2C) e-marketing. Identify online buyers and sellers. Describe some of the challenges associated with online marketing and e-business. Chapter Objectives E-Business: Managing the Customer Experience CHAPTER 4 1 2 3 5 8 9 Describe the growth of Internet use worldwide. Define e-business and e-marketing, and list the opportunities e- marketing presents. Distinguish between a corporate Web site and a marketing Web site. Discuss how marketers use the communication function of the Web as part of their online marketing strategies. Outline the steps involved in developing successful e- business Web sites and identify methods for assessing Web site 7 6 4

Transcript of Explain business-to- consumer (B2C) e- marketing. Identify online buyers and sellers. Describe some...

Page 1: Explain business-to- consumer (B2C) e- marketing. Identify online buyers and sellers. Describe some of the challenges associated with online marketing.

Explain business-to-consumer (B2C) e-marketing.

Identify online buyers and sellers.

Describe some of the challenges associated with online marketing and e-business.

Chapter Objectives

E-Business: Managing the Customer Experience

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Describe the growth of Internet use worldwide.

Define e-business and e-marketing, and list the opportunities e-marketing presents.

Distinguish between a corporate Web site and a marketing Web site.

List the major forms of B2B marketing.

Discuss how marketers use the communication function of the Web as part of their online marketing strategies.

Outline the steps involved in developing successful e-business Web sites and identify methods for assessing Web site effectiveness.

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Page 2: Explain business-to- consumer (B2C) e- marketing. Identify online buyers and sellers. Describe some of the challenges associated with online marketing.

CHAPTER 4 E-Business: Managing the Customer Experience

B2B E-MARKETING

• Business-to-business (B2B) e-marketing Use of the Internet for business transactions between organizations.

• Accounts for 93 percent of all e-business activity.

• Increases efficiency of business transactions, which typically involve more steps than consumer transactions.

PROPRIETARY B2B TRANSACTIONS

• 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.

Page 3: Explain business-to- consumer (B2C) e- marketing. Identify online buyers and sellers. Describe some of the challenges associated with online marketing.

CHAPTER 4 E-Business: Managing the Customer Experience

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.

ELECTRONIC STOREFRONTS• Electronic storefront Company Web site that sells products to customers.

• Example: American Eagle

• Visitors can click on items they want to buy, and place them in a file called an electronic shopping cart or shopping bag before purchasing them.• Growth anticipated with the increase in availability of wireless access.

BENEFITS OF B2C E-MARKETING• Competitive pricing.• Access and convenience.• Personalized service.