Ch-4: E-Business: Managing the Customer Experience E-Business: Conducting online transactions with customers by: collecting and analyzing business information carrying out the exchanges Maintaining good 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. Opportunities presented by e-marketing: Capabilities and benefits of e-business and e-marketing include: Eliminating geographic boundaries Personalized marketing Interactive marketing Right-time marketing Integrated marketing Challenges with online marketing and e-business. Developing safe online payment methods: Most companies use SSL to encrypt information and provide authentication. Growth of e-business has also been hampered by consumer security and privacy concerns and fraud. E-business success has been limited by Poor website design and service. Unreliability of delivery and returns and lack of retail expertise. Internet can also generate conflict among manufacturers, wholesaler and retailers and present another avenue for copyright issues. Describe the growth of internet usage worldwide. Worldwide, the number of internet users has reached almost 1.5 billion. Among individual countries with highest number of internet users, U.S. is first with 218 million users. Next three countries are in Asia: China, Japan and India. India’s internet audience grew by 25% in the recent year while China’s grew 14%. What do most U.S. customers do online? 3/4 th of U.S. check their email 26-40% get news, shop for personal consumption items, pay bills and use instant messaging service.
Interactive Marketing: Buyer-seller communications in which customer controls the amount and type of information received from a marketer through channels such as Internet and virtual reality kiosks. Corporate Website: Site designed to: Increase a firm’s visibility Promote its offerings Provide information to interested parties.
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- Winter '16