Therefore, in essence B2C marketing is all about creating an online experience for the customer through a site’s “virtual store front” (Laudon & Laudon, 2005). It is about bringing the customer out of a simple electronic transaction and through interactive website tools make the customer feel as if he/she were walking down an aisle of a real life store. “The web provides a medium for customers to interact with the company, at customer’s convenience”. (Laudon & Laudon, 2005,p. 200). Therefore, B2C marketing needs to capitalize on it, make a user friendly, interactive and appealing online storefront . For this B2C sites usually track customer’s browsing behavior on the site, the on-site consumer behavior( how much time the customer spend viewing a particular product page etc), preferences, and buying patterns. Doing so they can easily tailor product offerings, promotions, services and prices that are relevant to a particular user.
On the other hand, B2B e-commerce focuses on developing relationships between firms rather than servicing the end customer. Most businesses engaging in B2B relationships use Electronic Data Interchanges to share information resources. (Laudon & Laudon, 2005). In the contemporary world, businesses can easily get information from supplier websites, info-mediaries, market makers and customer communities (Kotler,2006, p.459). This information along with other online resources provides today’s businesses opportunity to obtain better prices.
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