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

More documents

Recommendations

Info

282 BUSINESS-TO-BUSINESS INTERNET MARKETING its customers get online. Through DellHost, Dell becomes a company’s Internet Presence Provider, offering space for Web pages and site support. DellHost is a comprehensive service that provides servers, setup, service, and support. As with Dell.com, Dellhost.com is a direct-to-customer site. DellHost even guarantees next-business-day setup on all dedicated hosting solutions. In April 2001, DellHost received an award from The Web Host Industry Review for its e-commerce packages and was voted a Top Ten Host by HostIndex. Dell Software and Accessories Dell launched a separate site to sell software and accessories called Gigabuys in 1999, but in 2001 folded it back into Dell.com (accessories.us.dell.com). At the new Dell Software & Accessories site, customer can buy printers, scanners, software, accessories, multimedia, data storage, monitors, projectors, networking products, and even office products. Dell Exchange The Dell Exchange (www.dellexchange.com) is a three-part site: TradeUps allows customers to trade in an old system for a new Dell system; Dell Auction (www.dellauction.com) is a technology exchange that offers a way to buy and sell used and refurbished computers, peripherals and accessories of any brand; Donation leads visitors to the National Cristina Foundation (www.cristina.org), which helps disabled and economically disadvantaged children and adults obtain donated computers. Dell Learning Center The Dell Learning Center includes an online learning service called EducateU (www.educateu.com), offered in collaboration with SmartForce. EducateU is an online learning community that combines different learning elements with peer-to-peer and peer-to-mentor interaction to create an educational experience tailored to each individual student’s needs. EducateU includes courses, a library of resources including articles and white papers, live and archived online seminars, chat rooms, and threaded discussion groups, and 24-hour-a-day live help. A 1,200-course catalog covering topics ranging from home technology to IT certification is available online.
Selling on the Internet 283 How E-commerce Works with Your Selling Model Dell’s selling model is 100% direct, but that isn’t every company’s selling model. Before you launch a serious e-commerce effort, consider how you sell now, and how the Internet works with your existing selling model. Next we briefly examine the impact of electronic commerce on several common b-to-b selling models. The Retail or Mail Order Model At its roots, Dell is a direct retailer. The retail model is basically one in which the customer makes a direct purchase from a location—a store. The customer must physically come in to make the purchase. If the store has the item in stock, the customer can purchase it immediately; otherwise, the item needs to be ordered and the customer needs to return to get it, or have it delivered when available. The mail order model is a variation on the retail store model. It simply uses a different distribution channel to complete the transaction. Here, the customer does not physically come to a place to purchase but rather orders an item via phone, mail, fax, e-mail, or the Web. Representative of mail order, probably more than anything else, is the catalog. It is no accident that many retailers have mail order catalogs and many mail order companies have opened retail stores. Why? Because the products are the same, only the distribution channel is different—so the basic underlying business process can be retained and applied to both selling models. In many respects, Dell is both a store and a catalog. It is an electronic storefront with millions of items, which are classified and crossreferenced so that each product can be individually purchased by any number of criteria. Every product has its own description, its own order number, and its own price. The Internet difference is that you can visit the catalog. You do not actually drive there, open physical doors, walk down the aisles, look at physical products, pay at the cash register, and leave with your purchase. You can say it differs from a traditional bricks-and-mortar store in that there is a loss of personal contact, the tactile browsing experience, and the immediacy of getting your merchandise on the spot, but consider the other benefits of the electronic store. You do
Page 3 and 4:
BUSINESS-TO-BUSINESS INTERNET MARKE
Page 5 and 6:
BUSINESS-TO-BUSINESS INTERNET MARKE
Page 7 and 8:
Publisher: Jim Hoskins Manager of F
Page 9 and 10:
Acknowledgments For helping me crea
Page 11 and 12:
Table of Contents Table of Contents
Page 13 and 14:
Table of Contents xi Automated E-ma
Page 15 and 16:
Table of Contents xiii Real Estate
Page 17 and 18:
Table of Contents xv Maintaining On
Page 19 and 20:
Table of Contents xvii Office.com (
Page 21 and 22:
Table of Contents xix DellHost ....
Page 23 and 24:
About This Book About This Book xxi
Page 25 and 26:
Introduction The original edition o
Page 27:
sively. Large businesses are moving
Page 30 and 31:
2 BUSINESS-TO-BUSINESS INTERNET MAR
Page 32 and 33:
Page 34 and 35:
Page 36 and 37:
Page 38 and 39:
10 BUSINESS-TO-BUSINESS INTERNET MA
Page 40 and 41:
Page 42 and 43:
Page 44 and 45:
Page 46 and 47:
Page 48 and 49:
Page 50 and 51:
Page 52 and 53:
Page 54 and 55:
Page 56 and 57:
Page 58 and 59:
Page 60 and 61:
Page 62 and 63:
Page 64 and 65:
Page 66 and 67:
Page 68 and 69:
Page 70 and 71:
Page 72 and 73:
Page 74 and 75:
Page 76 and 77:
Page 78 and 79:
Page 80 and 81:
Page 82 and 83:
Page 84 and 85:
Page 86 and 87:
Page 88 and 89:
Page 90 and 91:
Page 92 and 93:
Page 94 and 95:
Page 96 and 97:
Page 98 and 99:
Page 100 and 101:
Page 102 and 103:
Page 104 and 105:
Page 106 and 107:
Page 108 and 109:
Page 110 and 111:
Page 112 and 113:
Page 114 and 115:
Page 116 and 117:
Page 118 and 119:
Page 120 and 121:
Page 122 and 123:
Page 124 and 125:
Page 126 and 127:
Page 128 and 129:
100 BUSINESS-TO-BUSINESS INTERNET M
Page 130 and 131:
Page 132 and 133:
Page 134 and 135:
Page 136 and 137:
Page 138 and 139:
Page 140 and 141:
Page 142 and 143:
Page 144 and 145:
Page 146 and 147:
Page 148 and 149:
Page 150 and 151:
Page 152 and 153:
Page 154 and 155:
Page 156 and 157:
Page 158 and 159:
Page 160 and 161:
Page 162 and 163:
Page 164 and 165:
Page 166 and 167:
Page 168 and 169:
Page 170 and 171:
Page 172 and 173:
Page 174 and 175:
Page 176 and 177:
Page 178 and 179:
Page 180 and 181:
Page 182 and 183:
Page 184 and 185:
Page 186 and 187:
Page 188 and 189:
Page 190 and 191:
Page 192 and 193:
Page 194 and 195:
Page 196 and 197:
Page 198 and 199:
Page 200 and 201:
Page 202 and 203:
Page 204 and 205:
Page 206 and 207:
Page 208 and 209:
Page 210 and 211:
Page 212 and 213:
Page 214 and 215:
Page 216 and 217:
Page 218 and 219:
Page 220 and 221:
Page 222 and 223:
Page 224 and 225:
Page 226 and 227:
Page 228 and 229:
Page 230 and 231:
Page 232 and 233:
Page 234 and 235:
Page 236 and 237:
Page 238 and 239:
Page 240 and 241:
Page 242 and 243:
Page 244 and 245:
Page 246 and 247:
Page 248 and 249:
Page 250 and 251:
Page 252 and 253:
Page 254 and 255:
Page 256 and 257:
Page 258 and 259:
Page 260 and 261: 232 BUSINESS-TO-BUSINESS INTERNET M
Page 360 and 361:
Page 362 and 363:
Page 364 and 365:
Page 366 and 367:
Page 368 and 369:
Page 370 and 371:
Page 372 and 373:
Page 374 and 375:
Page 376 and 377:
Page 378 and 379:
Page 380 and 381:
Page 382 and 383:
Page 384 and 385:
Page 386 and 387:
Page 388 and 389:
Page 390 and 391:
Page 392 and 393:
Page 394 and 395:
Page 396 and 397:
Page 398 and 399:
Page 400 and 401:
Page 402 and 403:
Page 404 and 405:
Page 406 and 407:
Page 408 and 409:
Page 410 and 411:
Page 412 and 413:
Page 414 and 415:
Page 416 and 417:
Page 418 and 419:
Page 420 and 421:
Page 422 and 423:
Page 424 and 425:
Page 426 and 427:
Page 428 and 429:
Page 430 and 431:
Page 432 and 433:
101 Ways to Promote Your Web Site,
show all

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

Create successful ePaper yourself

Delete template?

Save as template?