business-to-business internet marketing week 14. objectives business to business versus business to...
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Business-to-Business Internet Marketing
Week 14
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Objectives
• Business to business versus business to consumer markets
• The nature of business to business market
• International business to business marketing
• Case studies of best practice
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Market Structure
• Fewer but larger buyers
• Suppliers are well known
• Correspondingly small number of competitors
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Nature of the Buying Unit
• Users
• Influencers
• Buyers
• Deciders
• Gatekeepers
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Type of Purchase
• Low volume high value orders – low internet involvement
• High volume low value orders – more suitable for the internet
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E-commerce benefits
• Easy for purchaser to assess whether item is in stock
• Order can be completed at any time of day or night
• Re-buys or repeat orders are easy to specify
• Delivery can be tracked online
• Purchasing history can be reviewed
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Communication Differences
• Balance of communication mix is different, with advertising and sales communication often merely being vehicles to support personal selling – internet will not change this mix
• Below the line techniques tend to be more common easily supported by the internet
• Business product tend to be higher involvement, the internet can provide greater depth
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Applying the Principles of Customers.com to the B-to-B
Market• Target the right customers• Own the customer’s total experience• Streamline business processes that affect the customer• Provide a 360-degree view of the customer
relationship• Let customers help themselves• Help customers do their jobs• Deliver personalized service• Foster community
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Transactional E-commerce
• Businesses are familiar with using the similar techniques of EDI
• There is more pressure on businesses to trade using e-commerce
• Business-to-Business relationships are often long term, making it more worth while for businesses to set up links between business partners
• The volume of transactions is often higher, thereby justifying the outlay
• Significant cost saving can arise through use of B-to-B e-commerce
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International B-to-B marketing
• ‘a 24 hour order taking and customer service response capability
• Regulatory and customs-handling experience to ship internationally
• In-depth understanding of foreign marketing environments to assess the advantages of its own products and services
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The Role of the Internet in Overcoming SME Resistance to
ExportingBarrier How the Internet can assist
1 Psychological Can help increase knowledge of overseas markets. Provides success stories of companies that have become exporters. International enquiries to prototype web sites can highlight demand
2 Operational E-commerce facilities can simplify the handling of international transactions. Can supply information on export issues
3 Organizational Overcomes lack of financial and staff resources for selling abroad. Provides knowledge of international markets and cultures. Creates networks of partners
4 Product/market Feedback from customers or market research facilitated by internet may indicate the suitability of products for the overseas market
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B-to-B Case studies of Best Practice
• e-STEEL enables trading between buyers and sellers in a virtual marketplace
• Product evaluation and selection – Marshall Industries product
• Boeing uses PART web site to streamline ordering process
• Cisco excels in pre-sales and after-sales customer service
• UK DCS uses online monitoring to reduce costs and improve customer services