{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

BK_Chapter004_Expanded - 4 CHAPTER E-Business Managing the...

Info icon This preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
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. 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. 7 6 4 0
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
CHAPTER 4 E-Business: Managing the Customer Experience THE DIGITAL WORLD Almost three-quarters of the U.S. population—access the Internet at home, school, work, or public access sites. What do people do online? In the United States, Net usage is mostly about communication. information, and purchases. In China, in contrast, users log on for entertainment and social interaction. Where is e-business going and how can marketers capitalize on the digital links with consumers? In spite of the past success and future potential of the Internet, issues and concerns relating to e-business remain. The benefits and potential of e-business outweigh the concerns and problems. 0
Image of page 2
CHAPTER 4 E-Business: Managing the Customer Experience E-business The wide range of business activities that take place via Internet applications, such as e-mail and virtual shopping carts. • E-business can be divided into five broad categories: • E-tailing or virtual storefronts on Web sites. • Business-to-business transactions. • Electronic data interchanges (EDI), the business-to-business. • Exchange of data e-mail, instant messaging, blogs, podcasts, and other Web-enabled communication tools and their use as media for reaching prospective and existing customers. • The gathering and use of demographic, product, and other information through Web contacts. E-BUSINESS 0
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
CHAPTER 4 E-Business: Managing the Customer Experience E-MARKETING E-marketing Strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools. Examples: • Booking a flight to Atlanta on Expedia.com to attend a job fair. • Researching MP3 accessories on Shopzilla and then placing an order. Application of electronic tools to contemporary marketing has the potential to greatly reduce costs and increase customer satisfaction by increasing the speed and efficiency of marketing. Online marketing Activities that connect buyers and sellers electronically through interactive computer systems. 0
Image of page 4
CHAPTER 4 E-Business: Managing the Customer Experience OPPORTUNITIES OF E-MARKETING 0
Image of page 5

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
CHAPTER 4 E-Business: Managing the Customer Experience WEB BUSINESS MODELS Corporate Web site
Image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern