end–of–chapter resources

Reviewing the Key Terms

B2B (business-to-business) e-commerce: Using B2B trading networks, auction sites, spot exchanges, online product catalogs, barter sites, and other online resources to reach new customers, serve current customers more effectively, and obtain buying efficiencies and better prices.
B2C (business-to-consumer) e-commerce: The online selling of goods and services to final consumers.
C2B (consumer-to-business) e-commerce: Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms.
C2C (consumer-to-consumer) e-commerce: Online exchanges of goods and information between final consumers.
click-and-mortar companies: Traditional brick-and-mortar companies that have added e-marketing to their operations.
click-only companies: The so-called dot-coms, which operate only online without any brick-and- mortar market presence.
corporate Web site: A Web site designed to build customer goodwill and to supplement other sales channels, rather than to sell the company's products directly.
customerization: Leaving it to individual customers to design the marketing offering—allowing customers to be prosumers rather than only consumers.
e-business: The use of electronic platforms—intranets, extranets, and the Internet—to conduct a company's business.
e-commerce: Buying and selling processes supported by electronic means, primarily the Internet.
e-marketing: The marketing side of e-commerce—company efforts to communicate about, promote, and sell products and services over the Internet.
extranet: A network that connects a company with its suppliers and distributors.
Internet: A vast public web of computer networks, which connects users of all types all around the world to each other and to an amazingly large "information repository." The Internet makes up one big "information highway" that can dispatch bits at incredible speeds from one location to another.
intranet: A network that connects people within a company to each other and to the company network.
marketing Web site: A Web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome.
online advertising: Advertising that appears while consumers are surfing the Web, including banner and ticker ads, interstitials, skyscrapers, and other forms.
open trading networks: Huge e-marketspaces in which B2B buyers and sellers find each other online, share information, and complete transactions efficiently.
private trading networks (PTNs): B2B trading networks that link a particular seller with its own trading partners.
viral marketing: The Internet version of word-of-mouth marketing—e-mail messages or other marketing events that are so infectious that customers will want to pass them along to friends.
Web communities: Web sites upon which members can congregate online and exchange views on issues of common interest.
webcasting: The automatic downloading of customized information of interest to recipients' PCs, affording an attractive channel for delivering Internet advertising or other information content.