Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

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230 BUSINESS-TO-BUSINESS INTERNET MARKETING decide to eventually build one of your own, if not for the outside world, then for your employees. In a February 8, 1999, cover story, the publication InformationWeek suggested, “A growing number of businesses are adapting the portal’s gateway-to-the-world model as an efficient way for their employees to access critical information online.” The article went on to report that enterprise portals will make it possible for companies to not only share internal information, but for employees to use the portal as a “starting point…to access real-time and historical information…all from their browsers.” Forrester Research (www.forrester.com) confirms that business portals will be an Internet force in the coming years, suggesting they will drive a Web business information market that will reach $11 billion worldwide by 2004. Auctions Auction sites can be considered Internet communities in the sense that they bring buyers and sellers together with the common goal of conducting commerce. For the b-to-b marketer, auction sites may provide useful opportunities to more widely promote products and services beyond traditional audiences. The business-oriented virtual mall offers merchants an opportunity to associate as part of a group of merchants who take advantage of the publicity and e-commerce engine of a larger site. Although virtual malls may lack daily excitement, auction sites have brought a fast and furious brand of electronically enabled old-time commerce to the Internet. As such, auction sites have become a hot commodity on the Internet, even in the b-to-b space. Here are some auction sites and providers that b-to-b marketers should know about. eBay (www.ebay.com) eBay, founded in 1995, is the auction site that started it all. It considers itself very much a community. As of Q1 2001, the eBay community served 18.9 million registered users representing over 150 different countries. eBay operates sites in the United States, Canada, the United Kingdom, France, Germany, Japan, and Australia. In 2000, the eBay community transacted over $5 billion in annualized gross merchandise sales, according to the company.
Using Business Communities and Exchanges 231 eBay pioneered online auctions: Sellers offer items to buyers, who bid online. The highest bidder wins the item. Bids are acknowledged by e-mail. eBay sends an e-mail each time the bidder is outbid to encourage continued activity. Seller and buyer registration is free. eBay creates a true sense of community with its users through such areas as the eBay Café, a bulletin board where members can ask questions and make comments, and a mechanism for users to create their own personal interests page. eBay has made significant moves into the b-to-b space. The Business Exchange on eBay, for example, services the small business marketplace. It provides a destination on eBay for businesses to buy or sell new, used, and refurbished business merchandise, including computers and related items. In June 2001, eBay introduced eBay Stores, where, for $9.95 per month, a merchant could establish a site on eBay to promote and sell its own products directly, rather than through an auction. Within the first month, eBay had already opened nearly 150 stores in the b-to-b category. DoveBid (www.dovebid.com) DoveBid offers a portfolio of “asset disposition solutions” that includes live Webcast auctions, around-the-clock online auctions, sealed bid Internet sales, and private-treaty Internet sales. DoveBid has conducted industrial auctions for over 60 years and has aggressively moved into the Internet auction business. In August 2001, DoveBid acquired competitor TradeOut, a leading b-to-b surplus inventory exchange. FairMarket (www.fairmarket.com) FairMarket is not an auction site but rather a developer of e-business selling and marketing solutions and a leader in dynamic pricing technology. FairMarket sets up and manages auctions for its clients and also provides 24-hour-a-day, 7-day-a-week e-mail customer service support so that inquiries from buyers and sellers can be promptly answered. FairMarket helped Dell design its DellAuction.com site, launched in July 1999, and continues to host it and provide technology and design support. FreeMarkets (www.freemarkets.com) FreeMarket is a market maker, bringing together direct material purchasers from large consumer, high-tech, utility, and industrial product companies with sellers who manufacture or supply custom components and materials to the buyer’s specifications. In Q1 2000,
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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101 Ways to Promote Your Web Site,
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