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Business-to-consumer Internet Marketing

Business-to-consumer Internet Marketing. Week 13. Some Definitions. Virtual or electronic mall – a web site that brings together different electronic retailers at a single virtual (online) location.

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Business-to-consumer Internet Marketing

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  1. Business-to-consumer Internet Marketing Week 13

  2. Some Definitions • Virtual or electronic mall – a web site that brings together different electronic retailers at a single virtual (online) location. • Destination store – a retail store which the merchandise, selection, presentation, pricing or other unique feature acts as a magnet for customers

  3. Internet Retail Market (IRM) • Established retailers using the IRM strategically or tactically as a marketing tool • Virtual merchants designing their operating format to accommodate the demands of online trading • Intermediaries who link Internet technology and retail suppliers with the consumer • Manufacturers using the Internet to take their goods direct to the consumer

  4. A Model of Internet Retail Market Virtual merchants Manufacturers Existing retailers Intermediaries Own distributor Other distributors Fixed location Non-store Internet retail market Replace current trading environment? Complement current trading environment?

  5. Types of retail companies • Those operating from fixed-location stores, such as department and convenience stores • Non-store-based operations, such as catalogue retailing and direct selling • Internet retailing has rapidly emerged emulating non-store-based operations

  6. Components of IRM • Online retailers • Online consumers • Online products

  7. Informational Functions • Product information • Financial information • Company information • Educational information • Press releases • Recruitment information

  8. Interactive Functions • Marketing communication tool • Direct communications • Marketing research tool • Sales channel

  9. Factors influencing adopter behavior • Accessibility • Costs • New markets • Technical considerations • Logistics

  10. Themes affecting retail adoption of IRM • Internal inhibitors and facilitators • Appropriate products • Resource availability • Strategic vision • Assessment strategy • Environmental inhibitors and facilitators • Competitive pressures • Market for internet trade • Technological considerations • The Internet’s comparative advantage over existing retail channels • Market development opportunities • Technological capabilities • Financial potential • Marketing opportunities • Ethical considerations

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