BK_Chapter004_Expanded

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

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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. 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
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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
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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
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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
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This note was uploaded on 05/24/2011 for the course MKT 327 taught by Professor Forest during the Spring '09 term at Michigan State University.

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

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