click vào chữ read more để xem toàn bài và có thể download 1 bộ bài học internet marketing tiếng anh tuần 1 tuần 2 tuần 3 tuần 4 tuần 5 tuần 6 tuần 7 tuần 8 tuần 9 tuần 10 tuần 11 tuần 12 tuầ

<span class='text_page_counter'>(1)</span><div class='page_container' data-page=1>

Business-to-Business Internet

Marketing

</div>
<span class='text_page_counter'>(2)</span><div class='page_container' data-page=2>

Objectives

• Business to business versus business to
consumer markets

</div>
<span class='text_page_counter'>(3)</span><div class='page_container' data-page=3>

Market Structure

• Fewer but larger buyers
• Suppliers are well known

</div>
<span class='text_page_counter'>(4)</span><div class='page_container' data-page=4>

Nature of the Buying Unit

• Users

• Influencers
• Buyers

• Deciders

</div>
<span class='text_page_counter'>(5)</span><div class='page_container' data-page=5>

Type of Purchase

• Low volume high value orders – low
internet involvement

</div>
<span class='text_page_counter'>(6)</span><div class='page_container' data-page=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

</div>
<span class='text_page_counter'>(7)</span><div class='page_container' data-page=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

</div>
<span class='text_page_counter'>(8)</span><div class='page_container' data-page=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

</div>
<span class='text_page_counter'>(9)</span><div class='page_container' data-page=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

</div>
<span class='text_page_counter'>(10)</span><div class='page_container' data-page=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

</div>
<span class='text_page_counter'>(11)</span><div class='page_container' data-page=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

</div>
<span class='text_page_counter'>(12)</span><div class='page_container' data-page=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

</div>

<!--links-->