Rezumat e Comm

7/26/2019 Rezumat e Comm

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What is e-business and e-commerce?

Electronic business (e-business) can be defned as the use o the internet to network

and empower business processes, electronic commerce, organizational

communication and collaboration within a company and with its customers,

suppliers, and other stakeholders.

E-businesses uses the internet, intranets, extranets and other networks to support

their commercial processes.

Electronic commerce (e-commerce) is the buying and selling, marketing and

sericing o products and serices ia computer networks. !ince e-business includes

the process o transacting with suppliers and customers there is an oerlap in

actiities with e-commerce.

E-commerce is a subset o e-business.

The growth of internet, information infrastructure, wireless technology

"emand or internet serices has been growing year on year since it became

generally aailable to the public in the mid #$$%s. &he internet has had an impact

on the economic and social abric o many societies and has been the catalyst or

changes in the way people interact, do business, gain inormation and seek

entertainment. &he internet has proided a whole new economy with its own rules

and terms o engagement. 'usinesses and customers hae been through a period

o learning about how they can best leerage adantage rom using the internet

and many users are now adept at using the technology in a ersatile and eectie

way to enhance their liestyle.

&he inormation inrastructure is the support system that allows the internet towork. &he main inrastructure support acilities exist in deeloped nations where

access to the internet has moed beyond fxed location computers to incorporate

mobile wireless computers and mobile phones.

'roadband is a term used to describe the bandwidth o a transmitted

communications signal. &he bandwidth describes a range o reuencies that the

signal occupies. *ccess to broadband has become a ital component or e-

businesses. &his is especially the case or frms located in geographically remote

areas. +ost o these frms tend to be small and medium sized enterprises (!+Es)

that rely on high-speed internet access to circument their geographical isolation.

ireless technology has been the catalyst or structural change in the interneteconomy since it frst emerged as a iable e-business channel in the #$$%s. &he

lack o mobility is a shortcoming o traditional e-business models (opers, %%#).

ireless technology is driing the emergence o new business models that exploit

opportunities beyond the e-business paradigm.

E-business



/irms using the internet or business and commerce can be split between those who

exist because o the internet (frms born on the net, sometimes reerred to as

0internet pureplays1) such as lastminute.com (www.lastminute.com) and those who

use the internet as an addition to their core business (frms who migrate to the net)

such as the supermarket &esco (www.tesco.com).

&he internet economy works by a dierent set o rules rom the traditional economyand managers o both traditional bricks-and-mortar frms and internet-based frms

hae had to ace the challenge o either transorming their business model or

building their business model around the key attributes that the internet exhibits.

Communication channels: &he e2cient exchange o inormation between buyers

and sellers is the most important adantage oered by the internet. &he internet,

and the in particular, has proed to be an eectie medium or accessing,

organizing and communicating inormation.

Transaction channels: &ransaction costs or customers are reduced because o

the ease o access to market inormation on a wide range o products including,

price, uality, aailability and discounts. &he time and eort expended searching orproducts and comparing prices is signifcantly reduced.

Distribution channels: 3ompanies who produce digital products can use the

internet as a distribution channel to oer instant supply at signifcantly reduced

deliery cost. 4roducts and serices such as fnancial inormation, news, music,

sotware, ticketing and reserations, and consultancy serices are 5ust some o the

multitude o inormation-centered products that can be deliered uickly and

cheaply to online customers.

E-marketplaces

Electronic marketplaces (e-marketplaces) are electronic exchanges where frms can

register as buyers or sellers and undertake business actiities using the internet.

&ypically, e-marketplaces attract frms rom each element o an industry supply

chain to enhance the e2ciency o communications and to undertake transactions.

&here are many dierent types o e-marketplaces and each one operates a business

model that suits the aims and ob5ecties o the proprietor.

&here are three main types o e-marketplaces6

- 4ublic exchanges6 independently-operated '' trading platorms or

acilitating online transactions between trading partners. &hese are open toany business or group o businesses.- 3onsortium exchanges6 an exchange owned and operated by a group o

competing businesses who combine their buying power to gain group-wide

saings on the supply o materials.- 4riate exchanges6 an exchange owned and operated by a single frm to link

its trading system directly to that o its suppliers.

http://www.tesco.com/

http://www.tesco.com/



/or example, a buyer o chemical products can acuire transport serices

simultaneously.

Types of e-business models

E-brokerage6 'rokers are intermediaries who bring together buyers and sellers or

transactions purposes. &here are seeral orms o brokerage models and they are

operated across all e-business markets. 7n a simple buy8sell ulflment model,

reenue is gained by the brokerage through charging a ee or each transaction

completed. 7n a market exchange model the broker charges the seller a ee based

on the alue o the sale.

E-auction6 Electronic auctions proide a channel o communication through which

the bidding process or products and serices can take place between competing

buyers. E-businesses gain income rom the technology platorm that acilitates the

bidding process, rom a percentage o the transaction ees and rom adertising on

the website. 3onsumers beneft rom ease o access to a large amount oinormation on a wide range o products, low transactions costs and e2ciency in the

transacting process. E-auctions exist in seeral e-business markets. /or example,

businesses can auction excess to stock to either consumers ('3) or other

businesses ('') and consumers can use auction websites to trade products and

serices between each other (33).

&rading communities6 trading communities proide a source o inormation and

communication that is necessary or e-business actiity to take place in a particular

industry. &he participants in the industry orm a trading community where specifc

inormation is accessible to members in buyers1 guides, directories o products, lists

o suppliers as well as up-to-date industry news, articles and 5ob listings. +embers

pay a subscription to the deelopers and operators o trading community sites.

'uyer aggregator model6 &he buyer aggregator brings together large numbers o

indiidual buyers so that they can gain the types o saings that are usually the

priilege o large olume buyers. +ercata (www.mercata.com) was the frst

*merican company to receie a patent or group buying oer the internet ('usiness

ire, %%%). *s a group, buyers can potentially wield more economic power and

gain discounts on large olume sales rom sellers. 'rokers who organize the

collectie bargaining o buyers in this way gain reenue by charging the seller a

percentage o each sale made to the group o buyers.

3lassifeds6 9nline classifed adertisements run on the same principles as

newspaper classifeds. 3ontent proiders list items or sale by sellers and purchases

wanted by buyers. eenue is gained by listing charges and is collected whether or

not a transaction takes place.

7nomediaries6 7nomediaries specialize in gathering aluable inormation about

customers and selling it on to third parties. &hese third parties analyze the data and

use it to support marketing campaigns.



E-shop, e-malls, irtual communities.

E-procurement6 E-procurement is the management o all procurement actiities ia

electronic means.

E-marketing

:ow is the marketing unction in the new enironment dierent;

(i) &here are no geographical constraints in the online enironment<(ii) E-marketing models are sub5ect to change depending on the leel o

technological adance. &raditional marketing is relatiely stable and more

clearly defned<(iii) =iche markets are more easily identifed and larger in online markets<(i) E-marketing is sub5ect to a customer-pull relationship where the customer

decides the time and place o interaction.

hat are the critical success actors or e-marketing;

(i) /irst-moer adantages are ital<(ii) 3ollaboration with partners to proide added alue to customers< (iii)(iii) 3ustomers must perceie added alue<(i) 7nnoation in products and serices, e.g. personalisation<() +aximise customer interactiity.

hat is the new organisational position or the marketing unction;

(i) 4roduct deelopment is drien by marketing and inormation systems<(ii) &he marketing unction is integrated with other unctions such as 7& and

business deelopment<

(iii) :ow are customers perceied within the new trading enironment;(i) 3ustomers hae greater awareness o the organisation and its products and

serices<() 3ustomer behaiour changes online, e.g. greater impulse buying. &his can be

monitored and used or marketing purposes<(i) 3ustomers are perceied more as indiiduals rather than customer groups.

E-marketing plan6

#. "emand analysis- &he leel o connectiity to the internet by customers<- &he leel o interactiity by those with internet access<- &he number o customers who purchase products or serices ia the internet<- &he number o customers who access websites but who do not purchase ia

the internet<- 7dentiying the barriers to using the internet or purchasing purposes- !egmentation6 gender, age, tastes, ashion,. 3ompetitor analysis- ho they are



- +arketing strategy- 3hannels o communication- &heir products- &heir market perormance>. +arketing mix- 4roduct, price, place, - channels, promotion

?. 'randing

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