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E-commerce Strategies for Business Markets

E-commerce Strategies for Business Markets. Chapter 13. E-commerce. “involves business communication and transmissions over networks and through computers, specifically the buying and selling of goods and services, and the transfer of funds through digital communications.” What’s the big deal?

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E-commerce Strategies for Business Markets

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  1. E-commerce Strategies for Business Markets Chapter 13

  2. E-commerce • “involves business communication and transmissions over networks and through computers, specifically the buying and selling of goods and services, and the transfer of funds through digital communications.” • What’s the big deal? • Perspectives • Communications • Business • Service • Online

  3. Key Elements Supporting E-commerce • Internet • History • Intranet • “Internal Internets” • What do they do? • Extranet • Business partners

  4. Types of E-commerce • Interorganizational E-commerce • Supplier management • Inventory management • Distribution management • Channel management • Payment management • Intraorganizational E-commerce • Workgroup communications • Electronic publishing • Sales force productivity • Business-to-Consumer E-commerce • Product information • Sales • Service • Payment • Marketing research

  5. The Strategic Role of E-commerce • What can it do? • Communication device with customers • Alternative distribution channel • Valuable medium for delivering services • Tool for gathering marketing research data • Method for supply chain integration • Extends reach • Integrate into day-to-day

  6. The Strategic Role of E-commerce • Internet can cause some companies to fail • How? • Internet should complement existing technology • Porter’s take

  7. The Strategic Role of E-commerce • What else can it do? • Enhance customer focus, responsiveness, and relationships • Reduces transaction costs • Integration into supply chain • Focus on core business • Access global markets

  8. Crafting an E-commerce Strategy • Look at: • Customers and markets • Competitive threats • People and infrastructure • Sources and operations • Delineating Objectives • Synchronize with strategy

  9. Target a specific market Build recognition of company name Convey a cutting edge image Conduct market research Interact with existing customers Real-time information about customers, products, etc. Sell products and services Sell more efficiently Advertise in a new medium Generate leads Provide customer service medium Build strong relationships Crafting an E-commerce Strategy

  10. Internet Strategy Implementation • Internet Product • Website • Successful design • Internet catalogs • Reverse auctions • Channel Considerations • Automated services • Effect on Current Intermediaries • Disintermediation • Can be a cheap method of distribution

  11. Internet Strategy Implementation • Internet Pricing • Impact of new markets • Real-time advantages • Levels • Online information • Database publishing • Customer self-service • Transactions

  12. Internet Strategy Implementation • Internet Promotions • Meet Customer Requirements • Complements personal selling • Role of sales force • Other promotions

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