Marketing - Electronic Marketing

Many marketers are interested in marketing via the Web and this section describes three sites of
great value and interest to both student and tutor.

eLab Infrastructure Project

This site at Owen Graduate School of Management is run by professors Donna Hoffman and
Tom Novak for a project called eLab Infrastructure Project. This was started in the early 1990s
and offers an extremely well maintained and useful resource for what Hoffman and Novak have
termed "Marketing in the Computer-Mediated Environment". The site offers an example of a
curriculum in computer-mediated marketing communication, full text of a number of good
papers resulting from the project, access to course students' papers on the subject (from the CVs
section) and links to a range of other related sites.

Further References

Growing Up Digital

This is an unusual site, in that it is half academic and half commercial. It is based around a book
by Don Tapscott called Growing Up Digital: The rise of the Net generation. Clearly not
everything in the book is on the site but it does contain sufficient information, based on the data
collected for the book, to be useful to anyone interested in the consumers of the future.
Furthermore, it contains an active forum where adults and Net-geners can contribute to ongoing
discussions. Like Hoffman and Novak's site, it too contains useful links or references to other
related sites which, in this case, focus on 4 to 25 year-olds' uses of the Internet in all its contexts
(education, marketing, communication and so on).

Revolution

Home page of Revolution, the magazine for new media marketing.

Electronic business, commonly referred to as "eBusiness" or "e-business", may be defined as

the utilization of information and communication technologies (ICT) in support of all the
activities of business. Commerce constitutes the exchange of products and services between
businesses, groups and individuals and can be seen as one of the essential activities of any
business. Electronic commerce focuses on the use of ICT to enable the external activities and
relationships of the business with individuals, groups and other businesses [1].

Louis Gerstner, the former CEO of IBM, in his book, Who Says Elephants Can't Dance?
attributes the term "e-Business" to IBM's marketing and Internet teams in 1996.

Electronic business methods enable companies to link their internal and external data processing
systems more efficiently and flexibly, to work more closely with suppliers and partners, and to
better satisfy the needs and expectations of their customers.
In practice, e-business is more than just e-commerce. While e-business refers to more strategic
focus with an emphasis on the functions that occur using electronic capabilities, e-commerce is a
subset of an overall e-business strategy. E-commerce seeks to add revenue streams using the
World Wide Web or the Internet to build and enhance relationships with clients and partners and
to improve efficiency using the Empty Vessel strategy. Often, e-commerce involves the
application of knowledge management systems.

E-business involves business processes spanning the entire value chain: electronic purchasing
and supply chain management, processing orders electronically, handling customer service, and
cooperating with business partners. Special technical standards for e-business facilitate the
exchange of data between companies. E-business software solutions allow the integration of intra
and inter firm business processes. E-business can be conducted using the Web, the Internet,
intranets, extranets, or some combination of these.

Contents
[hide]

 1 Subsets
 2 Models
o 2.1 Classification by provider and consumer
 3 See also
 4 References
 5 External links
o 5.1 Wikibooks

Business-to-business
From Wikipedia, the free encyclopedia

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The "electronic components district" of Guangzhou, where numerous shops sell electronic
components to other companies that would use them to manufacture consumer goods.
Business-to-business (B2B) describes commerce transactions between businesses, such as
between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Contrasting
terms are business-to-consumer (B2C) and business-to-government (B2G).

The volume of B2B transactions is much higher than the volume of B2C transactions. The
primary reason for this is that in a typical supply chain there will be many B2B transactions
involving subcomponent or raw materials, and only one B2C transaction, specifically sale of the
finished product to the end customer. For example, an automobile manufacturer makes several
B2B transactions such as buying tires, glass for windscreens, and rubber hoses for its vehicles.
The final transaction, a finished vehicle sold to the consumer, is a single (B2C) transaction.

[edit] Etymology
The term "business-to-business" was originally coined to describe the electronic
communications between businesses or enterprises in order to distinguish it from the
communications between businesses and consumers (B2C). It eventually came to be used in
marketing as well, initially describing only industrial or capital goods marketing. Today it is
widely used to describe all products and services used by enterprises. Many professional
institutions and the trade publications focus much more on B2C than B2B, although most sales
and marketing personnel is in the B2B sector.

Business-to-consumer
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Business-to-consumer (B2C, sometimes also called Business-to-Customer)[1] describes

activities of businesses serving end consumers with products and/or services.

An example of a B2C transaction would be a person buying a pair of shoes from a retailer. The
transactions that led to the shoes being available for purchase, that is the purchase of the leather,
laces, rubber, etc. as well as the sale of the shoe from the shoemaker to the retailer would be
considered (B2B) transactions.

Consumer-to-consumer
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Consumer-to-consumer (C2C) (or citizen-to-citizen) electronic commerce involves the

electronically-facilitated transactions between consumers through some third party. A common
example is the online auction, in which a consumer posts an item for sale and other consumers
bid to purchase it; the third party generally charges a flat fee or commission. The sites are only
intermediaries, just there to match consumers. They do not have to check quality of the products
being offered.

Contents
[hide]

 1 Examples of C2C
 2 Universities
 3 See also
 4 Sources

[edit] Examples of C2C

 eBay
 Craigslist
 Amazon.com

This type of e-commerce is expected to increase in the future because it cuts out the costs of
using another company. An example on cited in Management Information Systems, is for
someone having a garage sale to promote their sale via advertising transmitted to the GPS units
of cars in the area. This would potentially reach a larger audience than just posting signs around
the neighborhood.

[edit] Universities
C2C are becoming more popular amongst students in universities because these are large
communities in the same geographical region that are low on money. So they are looking for
deals very often and these kinds of websites offer this. Universities themselves set up places for
students to sell textbooks and other stuff to other students, you can even advertise that you are
subletting your apartment. An example of this from above is Tiger books and Dalhousie
University Classifieds, both of these are put together by the school itself for the students.

[edit] See also