B2B/B2C Marketing

Essay by CerberusUniversity, Master'sA+, June 2006

download word file, 5 pages 3.5

Conducting business via the internet continues to expand at an extremely rapid proportion. In fact, e-commerce is growing at a phenomenal rate. According to Forrester Research "17 million households shopped online by the end of 1999, spending an average of $1,167 per household. By 2004, that number is expected to grow to 49 million households spending an average of $3,738 each (cited by the Institute for Policy Information, n.d.). The internet business owner needs to be able to determine the best and most effective manner to reach desired customers. To do so, requires that the business establish to whom it is selling to. Different marketing strategies are utilized for different target markets. For instance will it sell directly to consumers or to other businesses. The business will also need to establish the most efficient and effective means to promote itself in a virtual environment.

E-business may be established between Business to Consumer or B2C and refers to the buying and selling of products and services online.

It involves the consumers shopping for and buying personal and household products. It also requires businesses to use online marketing and merchandising techniques to attract and retain customers as well as to promote products and services to them. There is fierce competition for advertising on the internet. There are several major Web-portals that generate the amount of traffic like Yahoo, AOL, AltaVista, Excite, Lycos, Netscape, Netcenter and MSN that make advertising profitable; although there are major difficulties regarding pricing of advertising because it is extremely difficult to measure how many consumers view an advertisement. The text book , Electronic Commerce: The Second Wave in Chapter Three on Selling on the Web: Revenue Models and Building a Web Presence it states the importance of developing a standard to be able to gauge how successful advertising...