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Business marketing’s foundation is based on building profitable,value-oriented relationships between two organizations and their workforces. Business marketers focus on a small number of customers by using sales processes that are large, complex and technical. Due to new marketing and communication technologies, B2B and B2C marketing efforts cross many industries. Business marketers must understand how the two methods work together in order to create and deliver value.

eCommerce
Although Business-to-Consumer electronic commerce captures the attention of the industry, Business-to-Business electronic commerce is the format that is predicted to reap most of e-business activity. Business-to-Business eCommerce has exploded. This market became a trillion-dollar market by 2003, and was expected to have a 90% compound annual growth rate (Sprague, 2000). According to Sprague (2000), B2B e-commerce represents another revolution that is reshaping business relationships and is causing dramatic shifts in channel power as information and communication imbalances disappear” (p.1). B2B eCommerce provides buyers and suppliers with value propositions that can lower transaction costs and increase the value obtained in business relationships. These value propositions provide opportunities for new players to enter the process of facilitating buyer and supplier adoption of eCommerce capabilities.

One of the most important objectives of B2B eCommerce is to change the cost and benefits of transactions. Kaplan and Garicano (2001) developed a framework that describes how B2B eCommerce can change transaction costs. The model presented five ways that this could be done, and they are:
• Changes in the processes.
B2B eCommerce can improve efficiencies by reducing the costs associated with existing business processes. Improvements may occur in two different ways. The first way is to reduce the cost of an activity that is currently being conducted (i.e. catalog orders being taken online versus by telephone or fax). The second way is to use the Internet to redesign the existing process (i.e. https://www.51lunwen.org/marketing/2012/0409/1046158009.html Autodaq creates online auctions for used cars without having to ship the cars to a physical auction). Each process improvement effort should be measured and evaluated to ensure that there are cost savings. This effort can be assessed by documenting the time and costs involved in both the existing process as well as the proposed process. The difference between the two is the savings from the process improvement.

• Changes in the nature of the marketplace.
Use of the Internet can (1) reduce a buyer’s cost of finding suppliers suppliers, (2) provide buyers with better information about product characteristics, and (3) provide better information about buyers and sellers.

• Changes in indirect effects of transaction cost reductions.
Better information about future demand through B2B e-commerce may allow a seller to improve its demand forecasts, and use that information to change its production decisions to better
match demand. As a result, a buyer may obtain better information about existing and future supplies and use the information to change its inventory decisi本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。