Marketing Management A South Asian Perspective

Chapter 14: Designing and Managing Integrated Marketing Channels

What are the key issues with

e-commerce and m- commerce

E-commerce Marketing Practices

E- commerce uses website to transact the sale of products and services online.Online retailers can provide convenient, informative, and personalized experience fir different types of consumers and businesses.

Saves the cost of retail floor space, staff and inventory

Online retailers compete in three key aspects:

1.Customer interaction with the website2. Delivery3. Ability to address problems when they occur

Pure-click companies

Brick-and-click companies

Pure-click companies

Those that have launched a website without any previous existence as a firm.

e.g.: Flipkart, MakeMyTrip (B2C) Alibaba (B2B)

Most significant inhibitors of online shopping:

• Absence of pleasurable experience• Absence of social interaction• Personal consultation with

company representatives

Brick-and-Click Companies

Existing companies that have added an online site for information or e-commerce

Adding an e-commerce channel creates the possibility of a backlash from retailers, brokers, agents and other intermediaries.

There are three strategies to overcome this problem:1. Offer different brands or products on the internet.2. Offer offline partners higher commissions.3. Take orders on the website but have retailers deliver and collect

payments.

An area of increasing importance is m-commerce and marketing through smart phones and PDAs.

thank you

Priti VermaLSR