Chapter 4 E-Business: Managing the Customer Experience

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Chapter 4
E-Business: Managing the Customer
Experience
E-Commerce
 Targeting customers by collecting and
analyzing info, transactions, and online
relationships through telecommunications
networks.
E-Commerce Benefits:
B2C and B2B Marketing
 Global Reach
 1-1 Marketing: customization
 Interactive: blogging, messaging, download
 Right-time: when/where customers want the
product
 Integrated: coordination of all ads

Online and Offline
Internet has enabled E-Commerce
to emerge!
4 Web Functions
Information- place to get info
1.
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Entertainment- games, concerts, events, etc.
2.
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ie. Yahoo games
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Ie. http://www.superbowl-ads.com/
E-Commerce- buying and selling online
3.
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4.
ie. IVCC
ie. Gap
Communication: talk, text messaging, etc.
Business-to-Business Online
Marketing
 What do YOU look for when viewing a website?
What would you look for if you were a business
looking to do business with a company?
 Different from selling to a consumer.
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Less flashy
Think like a business customer
New markets
Cost savings
Easy communication
Online Shopping Benefits
 Save Time!
 Lower prices: Surprise! Yes, prices are
usually lower. S&H??? Return policy?
 Convenient: any time, any place.
 Personalized: keep track of your
preferences/tastes, welcomes, etc.
 More Efficient!
 Many times more choices!
Online Shopping Downfalls
 Privacy
 Poor navigation
 Can’t see/touch (Can smell now)
 Shipping costs!
 Returns
 Fraud and Scams (phishing/vishing)
International Online Marketing
 Marketing online is international marketing!
 Some countries don’t have the capabilities
and a language barrier.
 Marketing on the Internet is another part of
the entire marketing strategy. Traditional
marketing is still VERY important!
 More people are buying unusual items on the
web. ie. Food, milk, fragrances

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Why? Values/culture: free time, no lines
Most common is Travel.
Interactive Online
Marketing:where you can do this!
 Company Web Site:

www.jcpenney.com
 Ads on other Web Sites: banner ads (most
popular). Do have blockers now.
 Online Communities:

Social Networks, Podcasts, Blogs,
Newsgroups, chat rooms, bulletin boards,
listserves
 Others: web kiosks, smart cards, etc.
An Effective Web Site
Mission of site
Purpose of the site
Satisfy customers needs/wants with clear
design
4. Manage the site: update, improve,
enhance.
5. Measurement: is the site effective?
1.
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3.
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Hits

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