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  3. E-Commerce The Retail Company you work for is investigating ways of increasing market share, including a plan to make use of the

E-Commerce The Retail Company you work for is investigating ways of increasing market share, including a plan to make use of the

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问题 E-Commerce
The Retail Company you work for is investigating ways of increasing market share, including a plan to make use of the Internet. You are members of a group, which has been asked to consider the proposal.
Discuss, and decide together:
What do you think are the advantages of e-commerce to customers? (Why? / Why not?)
选项
答案Suggested answers: Candidate A: As we enter the twenty-first century, the business world is consumed by questions about e-commerce. As a close observer of e-commerce, I would like to speculate about the future of commerce. I believe the Internet will overturn the inefficient push model of supplier-customer interaction. I would like to predict that in all sorts of markets, customers will use choice-boards-interactive, on-line systems that let people design their own products by choosing from a menu of attributes, prices, and delivery options. And many people explore how the shifting role of the customer—from passive recipient to active designer—will change the way companies compete. Candidate B: The advantages can be easily seen. First, the e-commerce facilitates customers. It gives customers an unprecedented degree of control over the entire marketing process. Second, the Internet permits companies to put separate channels of customer communication into a single, focused, coherent response mechanism. In book-selling business, for example, the e-commerce allows the bookstore to cheaply build up an enormous database on customers. Using information from previous purchase, the Online Book-shopping Company can adjust its Web site to guide each buyer toward other books that might be appealing. The company may also ask permission to send electronic mail updates about new books that fit the customer’s interests. All in all, under brand management, consumers were largely passive. They learned about most products through advertising, and those ads shaped their experience with the products. Third, e-commerce would give consumers some say, although the process is still managed by the marketer. As the consumers become proficient at using the Internet, they’ll take the lead in satisfying their own needs. The Internet gives consumers the ability to access a great deal of information about the benefits and price of various products and services.
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