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Marketing & Commerce, E-Marketing & E-Commerce - Essay Example

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This essay describes terminology of traditional marketing and commerce and Internet services, that creates a new form of marketing: e-marketing and e-commerce. This essay focuses on WWW developing and compares differences between e-commerce and e-marketing…
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Marketing & Commerce, E-Marketing & E-Commerce
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Marketing & Commerce, E-Marketing & E-Commerce Recent years, our society has entered to the digital technological era and the era of Communication.The great layer of information and varieties of technology become available now. The development of Internet and WWW has changed the nature of business moving towards easy assess and faster services. The mixture of traditional marketing and commerce and Internet services creates a new form of marketing: e-marketing and e-commerce. In general, e-marketing theory refers to the sale, purchase, or exchange of goods, services, or information over the Internet or other telecommunications networks. Functions that can be carried out include advertising, the publishing of a wide range of information, scheduling, distribution, payment, and service. In contract, traditional marketing as an activity is carried out in a variety of contexts. The most obvious context is of course the sale of goods and services to end-users (McDonald, Christophers, 2003). The main assumption is that new forms of organization are required as a strategic response to the combined effects of market stagnation, technological change, increased uncertainty, and reductions in the working week. The development of the Internet improves traditional marketing rationalizing its operations.
The main difference between e-commerce and e-marketing is speed of all operations.
The Internet provides greatly increased speed and lowered cost in communications. E-marketing is an easily used system for providing constantly available displays of information, leading to new opportunities for advertising and promotion, and a new form or interaction with customers and suppliers. Greater access to informa­tion, growth in self-assisted services, and the widespread change from a sellers to a buyers market, are just a few of the drivers of consumer empowerment. Similarly, in industrial purchasing situations, buyers are expecting higher levels of service from vendors.
E marketing and e-commerce has wider possibilities than traditional marketing in terms of business operations. For instance, e marketing uses bolt-on systems based on the addition of an e-business system as a value added service to existing supply chains. The more business that is generated by bolt-on e-business systems, the lower are intermediation and search costs. Moreover, the transaction costs of managing the supply chain reduces by use of standardised and effective information-gathering, processing and dissemination systems and network externalities generate more opportunities to expand and develop business.
Today, for many companies e-commerce is the main tool on the basis of which the firm carries out the transactions flow between itself and the buyer. In indirect marketing the manufacturer utilizes the services of various types of independent marketing organizations or cooperative organizations that are located in the home country. When a manufacturer exports indirectly, the responsibility for carrying out the foreign selling job is transferred to some other organization. Internet shops are accessible for a large number of house­holds and individuals. It helps to connect potential customers to the web pages of firms that are offering to sell goods and services online. Potential customers that are searching for products can also access specialised search engines that enables searches to be made for desired products and information and links consumers to suppliers that provide online purchasing services.
The reduction in layers of intermediation, lower search and transaction costs and to network externalities are the main differences. So, e-commerce can propose a lower price level and faster delivery than traditional one. Also, e-marketing improve service quality. Delivering content gives more detailed information on an offer and goods; enabling transaction leads direct to a sale. Shaping attitudes can help build brand awareness, and solicit response. An advertisement may be intended to identify new leads or as a start for two-way communication. In these cases an interactive advertisement may encourage a use to type in an e-mail address (Chaffy et al, 2000).
In contrast to traditional marketers, e-commerce gives further commercial opportunities for the brand owners and legitimizes the investment in e-commerce development and maintenance. In this respect, connecting the brand site and the social aptitude of community participants potentially creates a new marketing tool. Speed, low cost and high service quality are the main benefits and differences of e-commerce.
1. Chaffy, D., Mayer R., Johnson, K., Ellis-Chadwick, F. Internet Marketing, Strategy Implementation, and Practice. London: Pearson Education, 2000.
2. McDonald, M., Christophers, M. Marketing: A complete Guide. Palgrave Macmillan, 2003. Read More
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