Ebus400

eMarketing with B2B and B2C

EBUS/400 – eBusiness Concepts

May 10, 2010

How Marketing is used in an eBusiness Environment.

The widespread use of the Internet has allowed companies to develop eBusiness to create or expand over a large market area, at minimal cost, by using the electronic medium in every day business activities. A subset of eBusiness is known as eMarketing. EMarketing entails the activities to put eBusiness goal within reach. The main purpose of an eMarketing strategy is to use resources effectively to gain a long term competitive advantage. Building an eMarketing strategy means doing research and data analysis, and performing business online

(E-Business Marketing).

The Four Ps

The Four Ps are known as Product, Price, Place, and Promotion. Marketing tools and technique help to ensure long term success for the organization. For Business-to-Consumer (B2C) area, the customer is the end-user of the product or service. For Business-to-Business (B2B), the customer is the “middleman” distributor that buys products to make other products for the end-user. In both cases it is essential to tailor marketing approach to attract the right customers (E-Business Marketing).

Product

The Product phase develops the product or service being sold. The first step is to develop a marketing strategy, which uses past performance and trends. Marketing appreciates that customers typically go through many steps before buying; therefore eMarketing may use different styles to offer the product to attract customers. On the Internet, customers search online and narrow down their choices to contact companies that fit their needs. Companies must offer reputable products and services. In addition, there should be a unified marketing and sales strategy. Companies must send a consistent message on their business expertise, and create value to the customer (Role, 2008).

Price

The Price phase deals with the cost of the article or service. The...