This document outlines an e-commerce strategy for B2B marketing. It begins with definitions of e-commerce and discusses different types of e-commerce models. It then covers key elements that support e-commerce like intranets and extranets. The strategic role of e-commerce and how the internet can enhance customer focus, reduce costs, and integrate supply chains is presented. The remainder of the document discusses crafting an e-commerce strategy, specific internet marketing objectives, implementation considerations, the internet as an alternative channel, effects on pricing strategy, and using the internet for customer communication.

1. E-Commerce Strategy for
Business Market
B2B Marketing
Present to
Prof. Gaurav Tandon
Presented By
Jitesh Avadhvanshi
Mayur Siddhapura
Pankaj Bajaj

3. Flow of Content
• Definition of E-Commerce
• Type of E-Commerce
• Key Elements Supporting E-Commerce
• Strategic Role of E-Commerce
• What the internet can do?
• Crafting an E-Commerce Strategy

4. Cont..
• Specific Objectives Of Internet Marketing Strategies.
• Internet Strategy Implementation.
• Channel Consideration With Internet Marketing.
• The Internet as a Channel Alternative.
• The Effect of the Internet on Pricing Strategy.
• The Internet and Customer Communication.

5. Definition of E-Commerce
• Business communications and transmissions
over networks and through computers,
specifically the buying and selling of goods
and service, and the transfer of funds through
digital communications.
• Ex. Flip cart, Alibaba,etc.

6. Different types of E-Commerce
Business
(organization)
Customer
(individual)
Business
(organization)
B2B
(e.g TPN)
B2C
(e.g Amazon)
Customer
(individual)
C2B
(e.g Priceline)
C2C
(e.g eBay)

7. Type of E-Commerce
• Inter-organizational E-Commerce
• Intra-organizatinal E-Commerce
• Business-to-Customer E-Commerce

8. Inter-organizational E-Commerce
•
•
•
•
•
Supplier management
Inventory management
Distribution management
Channel management
Payment management

9. Intra-organizatinal E-Commerce
• Workgroup communications
• Electronic publishing
• Sales force productivity

10. Business-to-Customer E-Commerce
•
•
•
•
•
Product Information
Sales
Service
Payment
Marketing research

11. Key Elements Supporting E-Commerce
• Intranets
– Company specific internal Internets
• Extranets
– Allow business partners such as suppliers,
distributors, and customers to connect to a
company’s internal networks over the internets

12. Strategic Role of E-Commerce
• A communication device to build customer relationship
• An alternative distribution channel
• A valuable medium for delivering services to customers
• A tool for gathering marketing research data
• A method for integrating supply chain members

13. What the internet can do?
• Enhanced Customer Focus, Responsiveness and
Relationships
• Reduced transaction Costs
• Integration of the Supply Chain
• Focus on Core Business
• Access Global Markets

14. Crafting an E-Commerce Strategy
• Customers and Markets
• Competitive Threats
• People and Infrastructure
• Sources and Operations

15. Specific Objectives Of Internet Marketing Strategies
1.
Conduct market research.
2.
Sell products and services In add to that Sell in a more efficient manner.
3.
With Help of Selling Build recognition of the company name and brand.
4.
Convey a cutting – edge image.
5.
Interact with existing customer and cultivate new ones.
6.
Provide real time information on products, services, and company finance
to customers and supply chain partners.

16. Cont…..
7. Target a specific market or group of customers.
8. Advertise in a new medium.
9. Generate lead for the sales force.
10. Provide a medium for customer service.
11. Build strong relationship with customers.

17. Internet Strategy Implementation
• The Internet Products
– Successful web site design
– Internet catalogs
– Reverse auctions

18. “Borrow Best Tactics From Consumer ECommerce To Revamp Your B2B Site”
• Tactic:
– Provide full product information and supporting documents.
– Calculate actual shipping costs for orders.
– Show photographs of every product.
– Provide experts to answer questions.
– create unique landing pages for top brand name searches.
– Use negative keywords to filter out consumer.

19. Channel Consideration With Internet Marketing
1.
Channel Efficiencies
2.
Effect on Current Intermediaries
3.
Disintermediation

20. The Internet as a Channel Alternative
• Digital Channel Advantages :
1.
2.
3.
The Contact can be Customized to the buyer’s needs.
The Internet provides a wide range of referral sources such as web
pages,SearchEngines,Shopping agents, Newsgroups, chartrooms, and Email.
The Internet is always open for business: Buyers can contact the site 24*7.

21. The Effect of the Internet on Pricing Strategy
• The Advantage of Internet on Pricing Strategy :-
1. Making Information Widely Available.
2. Reducing the Difficulty of Purchasing.
3. Marketing & Distribution.
4. Allows Buyers and Sellers to find the and Transact Business with One another
more Easily.

22. The Internet and Customer Communication
1. Meet the Customer’s Requirements.
2. The Role of the Sales Forces.
3. Promotion.