INMA_A01.QXD

Business-to-consumer (B2C) markets have made a significant contribution to the com- mercial development of the Internet. The Int ...

Within this chapter, industry case studies are provided as illustrative examples of con- sumer and retailer behaviour in the onl ...

Point of access– the nature of the location can be fixed or mobile and, say, be at home or work. According to the National Stat ...

It is important for an e-retailer to recognise the differences between on- and offline target markets. Additionally, it should a ...

In summary, online shoppers can differ from offline shoppers in terms of profiles. Online shoppers tend to be younger, wealthier ...

Online customers’ expectations and motivations In the UK, over 50% of Internet users had shopped online by the end of 2004 and t ...

CHAPTER 10· BUSINESS-TO-CONSUMER INTERNET MARKETING Figure 10.1Thinking of buying a book? Examples of online book retailers Sour ...

Timeliness– the speed of digital communications has raised customer expectations in terms of response times and they expect a ...

In addition to consumer expectations there are several other key concepts that have been widely cited as affecting online purcha ...

Willingness to purchase is considered to be inversely affected by perceived risk. Stone and Gronhaug (1993) state that ‘risk is ...

This section explores retail businesses and the activities they are offering online. It begins by discussing the development of ...

radio, would fade into obscurity) until such a time that it became clear that there would be tangible business benefits from mak ...

that they can compete and in many instances surpass dot-com start-ups (pureplays), which only use the Internet as a route to mar ...

Pureplays– ‘clicks-only’ or virtual retailers are organisations that operate entirely online. In reality it is almost impossib ...

CHAPTER 10· BUSINESS-TO-CONSUMER INTERNET MARKETING Electronic malls (e-malls) follow the format of fixed-location malls in the ...

E-retailing: the virtual channel This section looks at how the Internet is being used as a channel to market, examining the acti ...

Interactive functions Interactive use of the Internet involves more than simply the provision of promotional information. It inc ...

Marketing communications tool– the Internet is frequently used as an advertising channel. Traditional advertising channels suc ...

Activity category The particular products and services offered to consumers can affect a business’s usage of the Internet (see M ...

This section has discussed the choices a retailer wishing to operate online might con- sider and how some established characteri ...