E-Business: Doing Business Online
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Define e-business and discuss how it can help achieve business success. Distinguish between a corporate and a marketing Web site. e-business. Describe some of the challenges associated with e-business. Discuss how organizations use advance their objectives.
6 Internet communications to
3 List the major forms of B2B 4 Explain B2C e-business and
identify the products most often sold online.
7 Discuss Web sites and identify
methods for measuring Web site effectiveness. of e-business.
8 Explain the global scope
WHAT IS E-BUSINESS?
Electronic business (e-business) Conducting business via the Internet. • Etailing, or virtual storefronts on Web sites. • Online businesstobusiness transactions. • Electronic data interchange (EDI), the businessto business exchange of data using compatible software. • Email, instant messaging, and other Webenabled communication tools and their use as media for reaching prospective and existing customers. • The gathering and use of demographic, product, and other information through Web contacts.
Capabilities and Benefits of E-Business
• Global reach. The Net allows goods and services to be sold to customers regardless of geographic location. • Personalization. Companies can begin the production process when an order is received to better satisfy customer needs and sharply reduce inventory. • Interactivity. Customers and suppliers negotiate prices online, resulting in an ideal product at the right price that satisfies both parties. • Righttime and integrated marketing. Online retailers provide products when and where customers want them and can coordinate promotional activities and communication to create a unified, customeroriented message. • Cost savings. Ebusiness can markedly reduce the costs associated with operating and starting a business.
Business Web Sites
Corporate Web site Web site designed to increase a firm’s visibility, promote its offerings, and provide information to interested parties. • Attempt to build customer goodwill and assist retailers and other resellers in their marketing efforts. • Use for a variety of other purposes • Disseminating financial information to investors • Enabling prospective employees to apply online for jobs • Providing email communication. Marketing Web site Web site whose main purpose is to increase purchases by visitors.
BUSINESS-TO-BUSINESS (B2B) EBUSINESS
Business-to-business e-business (B2B) Electronic business transactions between businesses using the Internet. • B2B transactions account total $2.5 trillion. • By some estimates, account for 80 percent of all ecommerce activities. • Can reduce cost of B2B transactions by almost 25 percent.
Electronic Data Interchanges, Extranets, and Private Exchanges
Electronic Data Exchange • Computertocomputer exchanges of invoices, purchase orders, price quotations, and other sales information between buyers and sellers. Extranet • Secure networks used for ebusiness and accessible through the firm’s Web site by external customers, suppliers, or other authorized users. Private Exchanges • A secure Web site at which a company and its suppliers share all types of data related to ebusiness. • Sometimes called cbusiness because of use as a collaborative tool.
Electronic Exchanges and E-Procurement
• Electronic exchanges are online marketplaces that bring buyers and sellers together and cater to a specific industry’s needs. • Initially 15,000 were launched but only 20 percent remain. • Eprocurement is Web based systems that enable all types of organizations to improve the efficiency of their procurement processes.
ONLINE SHOPPING COMES OF AGE
Business-to-consumer e-business (B2C) Selling directly to consumers over the Internet. • Etailing accounts for eight percent of all U.S. sales. • Thirty percent of the U.S. population shops online. • Services also are important participants in ebusiness.
E-Tailing and Electronic Store Fronts
Electronic storefronts Company Web site that sells products to consumers. • Growth of broadband is aiding etailing. • Fiftyfive percent of American Internet users have broadband. • Expected to rise to 70 percent.
Who Are the Online Buyers and Sellers?
Who Are the Online Buyers and Sellers?
• Online market is changing as customers become more familiar with online shopping.
Benefits of B2C e-Business
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, oneonone marketing to increase repeat purchases.
Developing Safe Online Payment Systems
• Response to customer concerns about security of sending credit card information over the Internet. • Through encryption, data is encoded for security purposes. • Many companies use Secure Sockets Layer (SSL) technology to increase to encrypt information and verify senders and receivers. • Others use electronic method payment method, a computer data file at an e business site’s checkout counter that contains not only electronic cash but credit card information, owner identification, and address.
• Privacy is among the top concerns of Internet users. • Ebusiness 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.
• Internet Crime Complaint Center logged more than 207,000 complaints in a recent year, an increase of 67 percent over the prior year. Phishing Using email or popup messages to get unsuspecting victims to disclose personal information.
Poor Web Site Design and Service
• Twothirds of Internet shopping carts are abandoned before any purchase is made. • Companies that have brickandmortar experience often have better success satisfying customers than Internetonly retailers.
• Direct sales to customers can compete with business partners such as retailers and distributors, disputes called channel conflicts.
USING THE WEB’S COMMUNICATION FUNCTION
• Web has four main functions: ebusiness, entertainment, information, and communication. • Communication is Web’s most popular function. • Firms use email to communicate with customers, suppliers, and other partners. Spam Popular name for junk email.
• Internet forums, newsgroups, electronic bulletin boards, and Web communities that appeal to people who share common interests.
Blog Short for Web log, an online journal written by a blogger. • Corporate blogs can help build brand trust. • Employee blogs present ethical issues.
• Companies buy banner ads and popup ads on Web sites customers are likely to visit. Search marketing Paying search engines a fee to make sure the company’s listing appears toward the top of search results. • Companies use online coupons to promote their products.
MANAGING A WEB SITE
Developing Successful Web Sites
Planning and Preparation • What is the company’s goal for its Web site? • Will the site be maintained inhouse or by a contractor? • What will the site be named? Content and Connections • Content an important factor for whether visitors return to a site. • Resources should be relevant, easy to access and understand, updated regularly, and compelling. • Small businesses may be better off outsourcing to meet their hosting and maintenance needs.
Costs and Maintenance
• Variety of costs: • Development • Placing the site on a Web server. • Maintaining and updating the site. • Promoting the site.
Measuring Web Site Effectiveness
Click-through rates Percentage of people presented with a Web banner ad who click on it. Conversion rates Percentage of visitors to a Web site who make a purchase.
GLOBAL ENVIRONMENT OF E-BUSINESS
• Future growth of many companies is linked to a global strategy that incorporate ebusiness. • U.S. leads world in Internet users but ranks only fifth in Internet penetration. • International competition is growing. • Can heighten competition in the global marketplace.