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EnglishE-Business: Doing Business Online

2015 Spring

Electronic business (e-business) - Conducting business via the Internet.

1. E-tailing, or virtual storefronts on Web sites.

2. Online business-to-business transactions.

3. E-mail, instant messaging, and other Web-enabled communication tools and their use as media for reaching prospective and existing customers.

4. The gathering and use of demographic, product, and other information through Web contacts.

What is E-Business?

Why is a Web-

presence useful?

• builds awareness of a company’s products and brands;

• provides the means for personalized, one-on-one communication with customers;

• and permits customers to place orders any time from almost anywhere in the world

• Global Reach. Goods and services can be sold to customers worldwide.

• Personalization. Companies can customize products and reduce inventory.

• Interactivity. Customers and suppliers can negotiate prices online.

• Right-time and integrated marketing. Online retailers provide products when and where customers want them and promotions can be directed to individual customers.

• Cost savings. E-business can reduce costs.

Capabilities and

Benefits of E-

Business

Increase a firm’s visibility, promote its offerings, and provide information to interested parties.

Build customer goodwill and assist retailers and other resellers in their marketing efforts.

Disseminate financial information to investors.

Enable prospective employees to apply online for jobs.

Provide e-mail communication.

.

Business Web

Sites

Web sites are frequently used for marketing to attract visitors/customers.

Business-to-

Business (B2B)

• Business-to-business e-business (B2B) Electronic business transactions between businesses using the Internet.

• B2B transactions total $2.5 trillion.

• By some estimates, account for 90% of all e-commerce activities.

• Can reduce cost of B2B transactions by almost 25 percent.

• Business-to-consumer (B2C)

• Services like banking and brokerage are key aspects of e-tailing

• Retailers set up electronic storefronts, Web sites that sell items to consumers.

Types of B2C websites:• shopping sites (e.g. http://www.llbean.com)• informational sites (e.g. http://automobiles.honda.com)

Online Shopping

and B2C

Who are online

buyers and

sellers?

Typical user is young, highly educated, urban or suburban.

Demographics are shifting; there is decreasing difference in Internet purchasing habits among groups.

Lower Prices

• Many products cost less online.

• Internet allows customers to easily compare prices from multiple sellers.

Convenience

• Can order products from around the world anytime, day or night.

• Can register customer information to streamline transactions.

Personalization

• Emphasis on personalized, one-on-one marketing to increase repeat purchases.

Benefits of B2C

E-Business

Privacy is among the top concerns of Internet users.

E-business sites often require passwords and use electronic signatures, an electronic form of identity verification.

Companies can track customers’ shopping and viewing habits through cookies.

Customers usually prefer that companies do not share their personal information. Merchants have responded by joining privacy organizations.

Privacy protections may soon become legally required. Employees also have concerns that employers are monitoring their

Internet behavior. Companies worry about data theft.

E-Business

Challenges

(privacy)

• Internet Crime Complaint Center logs more than 200,000 complaints annually.

• 50% of the complaints referred to law enforcement agencies deal with online auctions.

• Phishing is a growing form of Internet fraud that uses e-mail or pop-up messages to get unsuspecting victims to disclose personal information.

• Vishing, or voice phishing, involves phone calls to credit card customers to obtain personal and banking information.

• Payment fraud is growing.

E-Business

Challenges

(Internet Fraud)

• 50% of shopping carts are abandoned before any purchase is made.

– Lack of Information

– Inability to find the information they need

– Feeling overwhelmed by too much information

• Online sales can compete with business partners such as retailers and distributors causing disputes called channel conflict.

E-Business

Challenges (poor

website design)

• Web has four main functions: e-business, entertainment, information, and communication.

• Communication is Web’s most popular function.

• Firms use e-mail to communicate with customers, suppliers, and other partners.

• Online Communities: Internet forums, newsgroups, electronic bulletin boards, and Web communities that appeal to people who share common interests.

• Spam is junk e-mail.

Using the Web’s

Communication

Function

• Blog - short for Web log, an online journal written by a blogger.

• May incorporate wikis, a Web page that anyone can edit.

• Some incorporate podcasts, video & audio recordings. Feedburner services more than 200,000 podcasts.

• Corporate blogs can help build brand trust.

– Example: Apple’s iLounge builds the iPod brand and gives Apple ideas for product improvement.

• Employee blogs may present ethical issues.

Web

Communication

Blogs

• Banner Ads – messages placed on frequently visited websites

• Pop-up Ads – ads that appear in separate windows

• Pre-roll Video Ads – advertisements that roll as soon as a page is loaded

• Search marketing – companies pay for top visibility in search results

Some companies, such as ValPak Marketing Systems, offer virtual, searchable coupons.

Web

Communication

Web Based

Promotion

Developing a

Successful

Website

It is easier to create a bad website than a good one. Organizations must think about:Planning and PreparationContent and ConnectionsCosts and Maintenance

• Click-through rate - percentage of people presented with a Web banner ad who click on it.

• Conversion rate - percentage of visitors to a website who make a purchase.

Managing a

Website

Discussion

What are the characteristics of a good website?

The End…

Thank you for your attention!