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How E-marketing Can Help Companies To Enter The International B2B E-marketplaces?

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The rapid growth of internet users has made the internet an increasingly important and attractive platform for business transactions. According to the Internet World Stats, by March 2011, the internet user population reached 2 billion worldwide, an increase of 480.4 % in the period from 2000 to 2011. Eight to ten years ago, B2B firms–large and small, may have asked themselves the question of whether or not to move their business to the Internet. Today, companies no longer ask themselves that question for the answer is simple; they can no longer exist without somehow being on the Internet. The migration to e-commerce is not only a growing trend but also an irreversible one as more and more business organizations are determining that in order to be effective competitors in today’s marketplace, they need a solid e-business foundation. So, in the same way, e-marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms (B2B and B2C) have started developing e-marketing strategies for the web.

Some researchers limit the definition of e-marketing to the Internet, while others include several technologies such as Electronic Point of Sale (EPOS) and computerized customer database. However, most of the definitions share the same core which is that e-marketing is accomplished or facilitated via electronic information and communication technologies. The Internet is currently the main enabler of e-marketing; it represents the major focus of this article.

Business-to-Business (B2B) e-marketplaces are website or software systems that allow industrial buyers and sellers, to transact business online. This concept provides a new dimension in facilitating the marketers to work more effectively in particular when making critical marketing decision. These also provide to buyers and sellers, significant and proven benefits.

Based on academic literature review, this study is intended to make a contribution to: SMEs, marketers, IT practitioners and other stakeholders that use the Internet and other electronic means for B2B marketing purposes.

We will first define the e-marketing. In a second time, we will focuses in e-marketing in B2B context: its advantages and its barriers, how its implementation could be done... The last section will link B2B transactions and relationships. We will try to analyze what Electronic B2B Marketplaces have to do to provide value to B2B relationships.

Theoretical Chapter

Introduction in e-Marketing

E-Marketing is the continuous optimization of electronic communications within an enterprise and between enterprises for sales, ordering, delivery, information sharing, etc. This is done through the use of digital technologies. Here, the Internet serves as a principal source of information. Furthermore we mean by e-business use of networked information and communication technologies to support and settlement of transactions and cooperations. Often referred to as e-business e-commerce.

Due to the rapid development of the Internet, was also the e-commerce. The history of the Internet was not until the early 90s. In the 70 years sought individual trading companies share information with each other. This was done with EDI systems (Electronic Data Interchange). Thus an attempt was made to link the company with each other. These attempts failed, however. Only with the proliferation of the Internet in the 90s developed the e-commerce. HTML 1989 by Tim Berners-Lee at CERN Institute was developed as a new page description language, which enabled the presentation of the World Wide Web.

The first true e-commerce application is It exists since 1993, in Germany since 1998 and started the business to consumer. The Internet develops in the last three years very well. In the beginning the Internet was the problem was not widespread. For the international negotiations in B2B e-marketing is very important internet. In Africa, the Internet in the last three years has develops very quickly. The number of Internet users has more than tripled from 2008-2011 (as shown on the graphic) the guidance states that the development will grow further increase the Worldwide Web. For an international business is very important to the technical development

Internet users in the word, distribution by world regions (2011). InternetWorld Stats

Basic requirement for the infrastructure

Each new stage of development of trade needs its own infrastructure. Over the years, some infrastructures have been created in the trade. For example, ships and ports, railways and stations, roads and vehicles, aircraft and airports, warehouses and market places. The total represents is a massive system, which is associated with very little effort. Even e-commerce requires its own infrastructure. There are five basic requirements for an infrastructure.

- The first basic requirement is the reliability of the technical infrastructure, which is not currently guaranteed to a sufficient extent. A failure of this infrastructure leads to lost revenue and possibly a crisis of acceptance among customers.

- Safety is of paramount importance for the customer. This affects the integrity, confidentiality and privacy of customer and transaction data.

- Only by accordingly future security, strategic and far-reaching decisions about the use of an e-commerce infrastructure are made.

- In addition, various functions and traditions with very different technological systems are converging more and more. This is called interoperability. Furthermore, the costs should be kept relatively low.

E-marketing in B2B e-marketplaces

Generally, B2B refers to all activities of a business to business customers. But with the development of e-commerce, B2B also means now, all the techniques and software that enable companies to connect, in a context of customer / supplier relationships. This relationship works particularly via websites, or thanks to extranet.

(The company intranet is connected to the intranet vendors, contractors, customers, distributors and partners.) B2B implies a collaboration between companies, they are directly related to their economical environment.

In other words, B2B e-Marketplace is a virtual, dynamic and real time platform enabling both buyers and sellers to communicate with raw material suppliers, manufacturers and distributors by adopting the Internet technologies. From the marketing point of view, B2B e-Marketplace is a place to retrieve products, information, customer relationships


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