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E-Commerce-Internet Marketing, Research Paper Example

Pages: 7

Words: 1818

Research Paper

Introduction

E-commerce, also referred to as internet marketing refers to a mode of disposing products as well as services in terms of sale through the use of internet. The system applies some electronic systems in addition to computer networks to facilitate business transactions. It has been documented as the economy sector with the fastest rate of growth as a result of its efficiency and speed. Through its use, all businesses including the smallest are in a position of accessing the global audience and the message pertaining to their products and services are disseminated with cost efficiency (Arden, 2009).

The use of electronic commerce is an important sales aspect in e-business. The system also facilitate for data exchange that is applicable in payment after the transaction of the business. This paper posits at analyzing the potential benefits associated wit the use of modern technology to facilitate efficient and profitable business transactions. After a review of literature, potential methods of carrying out the research have been analyzed to come up with first hand information with respect to applicability of e-commerce in contemporary business world (Arden, 2009).

Statement of the Problem

Most business operators are at a dilemma with regard to the establishment of a website to serve the interests of promoting their products and services. Setting up of a website is another problem that constraints the operators. Development of a successful site and addressing the possible constraints associated with the management of the placement of the search engine and the starting point of joining the eBay has remained a major hindering block to majority of businesses.

Literature review

Fisher, 2007) has defined e-commerce as selling of products as well as services through internet. He attributes the major advantages of the use of e-commerce to cost efficiency and reliability. The sales generated with this means are an epitome of differences between achievement and lack of it. A good example is the case of Wal-Mart whose retailer base is the largest which could hardly anticipate the escalating wave brought about by internet business (Fisher, 2007)

Available statistics indicate that in excess of 180 populace in America have reliable accesses the internet at least for a single time in a month. Currently, the percentage of adult population in America who have access to the internet stands at 73%. The average earning potential of the households making use of the internet exceeds $72 000 and therefore the use of the internet is a potential means of targeting customers (Dave, 2007).

Tetteh, & Burn, (2001) have the opinion that the suitability of use of internet in business is pegged on the business nature. They argue that the use of the internet for the purpose of e-commerce is not an assurance for favorable competition if the competitors are fairly established. The availability of the systems of inventory, delivery as well as marketing to the competitors puts them at a favorable position for a cheaper delivery and therefore they have a better edge in competition. However, Tetteh, & Burn, (2001) mentions the internet beauty as a means of attraction to the global audience and the potential consumers that is continuous (Tetteh, & Burn, 2001).

Wright, Ul-Haq, & Oktemgil, (2006) are for the opinion that the use of e-commerce in business transactions is an evolutionary phase of great significance in today’s business field. They argue that the internet has a very significant role in the context of modern technology. The applications of common use in the course of e-business include the email, banking, systems of local and global payments, electronic tickets, telecommunication as well as online shopping among others (Wright, Ul-Haq, & Oktemgil, 2006). The use of the above mentioned applications simplifies work for people hence encouraging them to make the best use of available technology in a dynamic world.

According to Amit & Christoph, (2001), trading with the help of the internet, the use of credit cards to facilitate payments and charts of virtual shopping have received appreciation among the current generation which has opened a new orientation in commerce. E-commerce solutions are on a continuous increase offering business services on a global context with tremendous results. The success of completion in business calls for the appropriate adoption of internet technology (Amit, & Christoph, 2001).

E-Business maximizes profits

Daniel, Wilson & Myers, (2002) are for the opinion that, the use of internet in business transactions has positive impacts on the speed of economic growth associated with modern technology. They also assert that a higher employment level comes with this development. Technological stands are also enhanced as contemporary technological approaches are put in to practice in a world of fast growth (Daniel, Wilson & Myers, 2002). They however caution against the potential use of frauds which can also arise from the use of technology. To mitigate this, the laws responsible for minimizing the possible defects in addition to frauds should be enforced to make sure that e-business is utilized to the maximum potential for achieving high levels of economic growth.

Research methods

This section spells out the procedures and the methods that the researcher is likely to employ in achieving the objectives of this paper. It defines location of the study, research procedures and analysis plan that should be addressed in the course of the study when carrying out this particular research.

Choice of research philosophy

An aspect of great significance in this research was the research strategy. It’s the research strategy that indicated which methods a researcher is likely to adapt in order to successfully answer the research problem that addressed the use of e-business to meet the requirements of marketing of products and services among diverse businesses (Ansari  & Carl, 2003).

Survey is one of the most important research strategies in conducting this research. The use of surveys facilitates for the collection of a large chunks of information from a large populace. This has the implication that the researcher may conduct surveys and question to specific groups of business operators to obtain large amount of information relevant to the subject of the survey. This was on respect to the use of internet to facilitate quick and efficient business transactions (Kim, Nam & Stimpert, 2004).

Research validity and reliability

A debate concerning the findings of literatures on the use of e-business to meet the requirements of marketing of products and services among diverse businesses includes the debate of the ‘research’, referring to the way that statistics on business internet users were gathered”. This research of a phenomenological nature, all questions as pertains to theoretical characteristics mentioned in literature review. The process should therefore be accurate in collecting, analyzing and sampling data; hence the validity of result should be high. Considering there are numerous aspects related to validity, which influence research validity in general consideration of validity and reliability are issues of great significance (B Murphy, Celuch, & K Callaway, 2007).

Limitations of the research

Limitations are usually present in every research and these limitations actually tarnish the results of the research. Certain limitations are also associated with this research. Some of the most vital limitation that may be encountered relates to non-serious attitude of the respondents which might tamper the entire results of the research. The lack of time given by the respondents can also be another limitation of this research. If the respondents have lesser time, then it is highly probable that they might not take the research properly and ultimately the final results of the research may be affected in this scenario.

Finally, certain chunks or sources of secondary research can also be treated as a limitation of research. This is because of the fact that these sources are not valid or they are not updated therefore the data that is attained from these sources might affect the entire results of research. Therefore, the researcher should take utmost care about all these constraints and try to minimize it.

Research Procedures

Use of research tools such as questionnaires, interviews, relevant journals, periodicals and data sampling will be utilized in the process of conducting this research. A team of experts will be needed to conduct the research. In implementing the activities, both the quantitative and qualitative approaches will be considered, whereby qualitative data will be those based on the spoken words while the quantitative data would be generated from the overall data collected based of accuracy and efficiency (B Murphy, Celuch & Callaway, 2007).

Managerial Conclusions and Summary

According to the opinions of major economists, the application of e-commerce in today’s world is a major breakthrough to the intensification of competition in the price of goods and services. Business managers who aspire to persist in the market have no option but to adopt this technology. The ability of the ultimate consumer to access the relevant information of the products as well as services together with the prices is greatly enhanced (Wright,  Ul-Haq, & Oktemgil, 2006).

The rapid growth of internet business transactions has greatly modified the industry structure in some notable areas such as the bookshops in addition to the travel industries (Stockdale & Standing, 2006).  In these areas, tremendous e-commerce growth has been documented. The firms of significantly larger sizes have benefited more as compared to the smaller ones. This fact is attributed to the better application of economies of scale by the bigger firms which make it possible to lower the prices of the goods in addition to services.

E-commerce was proven to be least expensive when the ratio of associated cost is compared to the target recipient. The business organizations which opt for this system are able to access a wide array of recipients. This medium favors the consumers in the process of their research together with purchases in a manner that is convenient. This therefore allows for the businesses to appeal to their clients with quick results. The applied strategy together with the entire effectiveness during the market campaigns are based on the goals of the business  in addition to the analysis of cost-volume-profit.

References

Amit, R. & Christoph, Z., (2001). “Value Creation in E-Business,” Strategic Management Journal, 22 (6/7), 493-520.

Ansari, A. & Carl, F. M., (2003). “E-Customization,” Journal of Marketing Research, 40 (2), 131-45.

Arden, L. (2009).  Start your e-business. Madison: Entrepreneur Media.

B Murphy, G., Celuch, K., & K Callaway, S., (2007). “Small Business Internet Use And Strategic Flexibility”. Journal of Small Business Strategy, 18(1), p.57.

Dave, C., (2007).  E-business and e-commerce management. NY: Praeger.

Daniel, E., Wilson, H., & Myers, A., (2002). :Adoption of e-commerce in the SMEs in UK”.     International Journal of Small Business 20(3), p.253.

Fisher, J., (2007). “Moving from a Web Presence to e-Commerce”. Electronic Markets, 17(4), p.253-262.

Kim, E., Nam, D.I., & Stimpert, J.L., (2004). “The Applicability of Porter’s Generic Strategies in the Digital Age”. Journal of Management, 30(5), p.569.

Stockdale, R. & Standing, C., (2006). “A classification representation in support of SME e-commerce-adoption initiatives”. Journal of Small Business & Enterprise Development, 13(3), p.381.

Tetteh, E. & Burn, J., (2001). “Global strategies for SME-business”. Logistics Information Management, 14(1/2), p.171-80.

Wright, T.,  Ul-Haq, R., & Oktemgil, M., (2006). “Integrated marketing for SMEs in global marketplace”. Journal of Direct, Data & Digital Marketing Practice, 7(3), p.216.

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