外文翻译企业利用网络营销

外文翻译原文

E-marketing: The Utilization of Enterprise

Abstract:

E-marketing is one of the fastest growing fields in e-business which has the potential to become a platform for small business firm to compete with big business even though they don’t have th e infrastructure and resource. But as we say that small business firms has a chance to compete with big players there are several issues and factors which lead a small business to adopt and ignore e-marketing (Carson et al., 1995). A small business firm can survive in e-market only if they use their resource carefully and allocate them properly and monitor the resource (McCole and Ramsey 2004).

This is the method which is adopted to find the methodologies used by the small business enterprises. The interpretive case study is the method with which we can collect qualitative data in order to find how a small business enterprise uses e-marketing to attract more customers and compete with big players (Gilmore, A., D. Gallagher, et al. 2007). These data is interpreted from individuals who are in the real time situations and get an idea about the way which they have understood the concept of e-marketing and how effectively implemented helped the firms to gain customers. Through this case study we will analyse the interpreted data to find the methods used by small business firms in e-marketing and what are the factors influence them to adopt emarketing. This research will show a clear picture of small business enterprises on how they are utilizing e-marketing to enhance the performance of their business.

1 Importance of E-marketing:

The main motivation behind the research on e-marketing and the way it enhances the performances of the small and medium enterprises. E-marketing is becoming the critical point in the success of a company no matter what is the size of a company. But e-marketing has been very successful among small and medium enterprises than the big enterprises. The most important about electronic marketing is the rate at which it an improved in a short period of time (Hamill, J. 1997). Even though internet has been in use for some time the concept of electronic marketing started to get into shape in 2000s and it has risen to newer heights every year. Many people started to trust the internet for online purchases and believe that it is safe and secure to do business over the internet and the product are delivered to their homes instead people going to shops

and buying the products. The important thing is electronic marketing has made life easy for both customers and the service providers. E-marketing has not only provided small business opportunities it has also given customers more choice and different type of products all over the world. In traditional marketing customers were limited to number of different brands they can choose from but after the emergence of e-marketing customers were able choose from a wide range of brands and products all over the world (Hamill, J. 1997). It gave customers more power and made business more competitive. In order to attract customers and retain the existing customers the small and medium business were forced to reduce the price to be competitive and got the suggestions from customers while selling a product online and it created customer relationship management and made a value for each customer.

The main importance of E-Marketing:

1. The competitiveness of e-marketing to make small and medium business compete with big players

2. E-marketing gives more option to customers while choosing a product

3. The ability to create brand identity to small and medium business enterprises.

4. The performance of e-marketing in small and medium business within a short span of time

5. E-marketing has become a key success factor to small and medium enterprises which do not have infrastructure and resource that of big players

2 Internet for Marketing:

Internet has become one of the most powerful tools for marketing in this modern age. Every business feels that internet marketing takes them closer to customers and gain more customers through online. Every small business is facing a dilemma to whether join this internet bandwagon but if they didn’t join they are afraid whether they will be left out (Herbig, P. and Hale, B. 1997). Every industry feels that this platform which hasn’t been conquered by any industry in their specific field. According to (Paul, P. 1996) there are approximately 30 million people across 135 countries send and receive information through internet. There is an upward increase in the usage of internet by people. It is estimated that at least 100 million people will be using internet by the beginning of 21st century. It is identified that almost all the small and medium enterprises are using internet as a mode of communication and they are trying to expand their business into the virtual world.

There are some primary advantages while using internet marketing. The internet

provides global opportunities for small businesses which don’t have enough resource and infrastructure to position itself globally. The internet marketing has little restrictions on companies than while doing business physically. The small companies don’t need to change its approach culturally and geographically while doing business in other countries.

The next important advantage is that customer gets 24 hour access to the services provided by the companies and it’s very important while doing business in different countries which has different time zones. Increasing the trading hours will always attract new potential customers.

Allowing customers to decide what they want and when they want and where will always increase potential customers and give a tactical business edge over their competitors (Paul, P. 1996).

For a product to reach customers it needs middleman and other people to make the product reach safely to the customers. But in the case of e-marketing the customers can directly get to know about the products and its features thus reducing the cost which is spent on middlemen and other things. This gives companies relatively cheap way of communicating with the customers. Every business has a specific specialization of products which should be given special priority. In electronic marketing the company can specify their specialization and E-marketing: The utilization of e-marketing in small business enterprises 2010 customer will be able to understand and identify the specific product this will lead to customers getting idea about both the products and the company. The way of approach may be simple but the future impacts will be huge through electronic marketing. When it comes to money transaction people will know how this transaction is taking place as these transactions are occurring in a transparent environment. The customer gets an idea about how the transaction is taking place and feels secure about the transaction (Dholakia, R. and N. Kshetri 2004).

Electronic marketing concept is pretty different than what people think about it. When the concept internet marketing first appeared people though that this type of marketing is just a add on but the real marketing way is the traditional marketing techniques. This has been proved wrong over the years. Small and medium industries started to use this type of technique as their main source of marketing and were able to be successful in their approach.

This concept was first quickly adapted by big industries as they didn’t want to miss