The Essentials of B2B Marketing

Course details

Business-to-Business (B2B) electronic commerce is currently taking up the majority of the commercial use of the Internet, representing about 84% of E-Commerce turnover in the European Union. Companies are primarily motivated to use the Internet by the prospect of improved efficiency.

To varying degrees, each B2B E-Market model can complement and extend traditional Enterprise Resource Planning (ERP) capabilities; however, private exchanges will enable the deepest integration between a company and its trading partners.

Course Objectives:

By the end of this course, participants will be able to:

• Understand how e-commerce affects B2B marketing and adapt processes to reflect this influence
• Use e-markets to sell and buy in B2B situations
• Integrate traditional markets and e-markets in order to be use resources effectively

Course Outline:

B2B Concepts & Related Issues With B2B

• B2B E-Commerce overview
• Key business drivers for B2B
• Types of B2B Marketing
• Basic types of B2B E-Marketplaces
• Public E-Marketplace versus private E-Marketplace
• Types of transactions in B2B
• Supply Chain Relationships in B2B
• Benefits & Limitation of B2B

B2B Electronic Exchanges

Sell Side Versus Buy Side (E-procurement) in B2B

• One-To-Many: sell side E-Marketplaces in B2B
• One-To-Many: sell side E-Marketplaces in B2B architecture
• Sell side models and activities
• Using intermediaries in the sell side
• One-From-Many: buy side E-Marketplace in B2B (E-Procurement)
• E-Procurement methods in B2B
• Reverse auctions: buy side process/steps

B2B Networks & Supply Chain:

• Company centered (private) networks
• Industry wide (vertical) networks
• Trans-Industry and global networks

How several exchanges work in one supply chain