Learning objectives

After reading this chapter, the reader should be able to:


 Understand the potential of online business-to-consumer markets


 Identify the key uses of the Internet within a business-to-consumer

context


 Identify Internet retail formats and understand the implications of

business models applied to the Internet by retail organisations

Questions for marketers

Key questions for marketing managers related to this chapter are:


 Who are the online customers?


 What are customer expectations of web-based service delivery?


 Which factors affect demand for online business-to-consumer

services?


 What services can be provided online?


 What are the key considerations when developing an e-retail

strategy?

Links to other chapters

This chapter builds on concepts and frameworks introduced earlier in

the book. The main related chapters are as follows:

Chapter 4, which introduces strategic approaches to exploiting the

Internet

Chapter 6, which examines customer relationship management

issues

Chapter 7, which provides an introduction to the characteristics of

Internet consumer behaviour

Chapter 8, covering issues relating to successful site development

and operations

Chapter 11, covering inbound retail logistics and the supply-side of

operations in reseller markets

10

Main topics

Online customers 453

E-retailing 462

E-retail activities 467

Implications for e-retail
marketing strategy 472

Case study 10

lastminute.com: establishing and
maintaining a competitive position
478

Chapter at a glance

Business-to-consumer

Internet marketing