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• The nature of business to business market • International business to business marketing • Case studies of best practice... Market Structure.[r]
(1)Business-to-Business Internet Marketing
(2)Objectives
• Business to business versus business to consumer markets
(3)Market Structure
• Fewer but larger buyers • Suppliers are well known
(4)Nature of the Buying Unit
• Users
• Influencers • Buyers
• Deciders
(5)Type of Purchase
• Low volume high value orders – low internet involvement
(6)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
(7)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
(8)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
(9)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
(10)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
(11)The Role of the Internet in
Overcoming SME Resistance to Exporting
Barrier 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
(12)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