Download - Ch 4
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E-Business
Intro to Marketing Chapter 4
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What is E-Business?
The wide range of business activities that take place through the internet. Categories are:
• E-tailing – virtual stores• B-2-B• Electronic data interchanges• Email, IM, blogs, podcast• Gathering demographic & product
info
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Electronic Marketing Components
• E-marketing •Computer and non-computer
technologies•Creating, distributing, promoting,
and pricing goods and services to a target market over the Internet.
•Downloading music & videos•Booking a flight•Sending your printing to FedEx
Kinkos•E-marketing = B2C
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Opportunities of E-Marketing:• E-commerce offers the following benefits:
•Global Reach •Personalization• Interactive Marketing•Right-time Marketing• Integrated Marketing
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B-2-B E-Marketing• Using the internet for business transactions
between organizations• More Cost Effective
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Electronic Data Interchange EDI
• Exchange of price quotes, purchase orders, invoices, inventory status
• Computer-to-Computer• Retail Link
•Procter & Gamble can look up Wal-Mart’s sales data in order to manage their own inventory.
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B2C E-Marketing
• Selling Directly to Consumers over the Internet
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Benefits of B2C E-Marketing
• Competitive Prices• Convenience• Personalized Service
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Online Buyers
• Typical internet user is 35-64 years old, highly educated, urban, and affluent.
• Use among older Americans has increased rapidly
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Online Sellers• Customers have no opportunity to smell or touch
products• Books, music, computer hardware and software
travel and concert tickets are the most popular goods and services sold on the Internet
• Top 5• Travel • Hardware & Software• Cars/parts• Apparel• Home Furnishings
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Challenges
• Encryption• Encoding data
• Secure Sockets Layer• Public key encrypts the information and a private unique key is
used to decipher it• Privacy Issues
• Cookies, spyware, collecting information, firewalls
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Internet Functions
1. Communication2. Information3. Entertainment4. Business
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1. Marketing & Web Communication
• Email• Online Communities & Social
Networks•Discussion groups
• Newsgroups• Electronic Bulletin Boards
• Info for specific interests & announcements
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Marketing and Web Communication
• Blogs• Journal for individual or organization• Good and bad feedback on the product
• Wiki• Web page that anyone can edit
• Podcast• Audio or video file that can be downloaded from a website to a
digital device• Promotions
• Banner & Pop-up Ads
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2. Information
• Search Engines•Google
• Publications• Newsgroups• Government Sites• Educational Services
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•Games•Radio and TV programming, music
•Marketers can offer competitive prices, speed, and boundless services.
•Geography no longer limits the size of the marketplace.
•Electronic books•Live news, sports, concerts
3. Entertainment