Brief exposition on E-commerce
Oluwaseun P. Adeola
Internet has significantly changed the ways by which companies and firms conduct businesses today. Because managers desire that messages be better communicated and better channeled to the intended targets, more firms tend to take the advantages accruing from the use of internet marketing, otherwise called e-commerce. Internet provides firms with the technical infrastructure to facilitate an online presence. The internet provides companies with the opportunities to offer current, potential customers and business partners the necessary information about the company and even goods and services of the company. Moreover, electronic commerce includes ranges of online business transactions for both products and services, both B2B and B2C, via the use of internet (Rosen 2000, 2-5).
Timmers (2000, 29) argues that internet has varied combinations of features that make it to be radically different from some other sales medium. The internet is ubiquitous, provides global presence, multimedia and immediate interactivity, digitalization and integration. Importantly, it is more than just a channel that makes selling easily possible. Instead, it is a multipurpose device for building assets that firms can exploit to deliver new benefits to customers. The internet does not only benefit the seller, it customers also benefit a great deal from e-business. It provides customers with lower prices, better service, improved quality and a much wider choice with greater opportuneness.
Chaffy (2012, 388) defined e-marketing as the process of coordinating all organizational activities that impact on the customer to deliver customer requirements and achieving marketing objectives through the use of electronic communications technology. One of the major benefit that e-business affords is the capacity to quicken the processes such as selling, buying, manufacturing and distribution. A purely internet dependent company such as Email factory Oy would have to utilize the four virtual spaces; virtual communications space, virtual distribution space, virtual transaction space and virtual market space competences to provide company and service information, communicate with customers make the transaction and make the service available to the customer as at when needed.
But, each of the company’s target market may require specific competencies that it can employ to serve the customers and prospective customers better. Therefore, the proper understanding the target market(s) should be considered imperative by business managers (Chen 2001, 109).
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