insufficient Marketing strategies
The popularity of electronic commerce as a business medium is related to the capacity of Internet,namely its future potential, its attractive qualities,its dynamism in providing global share of information and resources, and Internet’s power in offering an effective channel of advertisement, marketing and direct distribution of certain products and / or
services. In his book titled “Supra-Competition” Edward de Bono states “despite everything you must not fall behind your rivals otherwise you cannot sustain your presence. Price, quality, product differentiation and setting special markets are all
traditional mediums serving this objective”.Indeed, enterprises competing in today’s modern world are obliged to implement electronic based marketing activities, which have turned out to be a necessity rather than an advantage in competition that is becoming increasingly violent and different. Thus in such an environment where even electronic commerce is dedifferentiated, followed, and imitated by rivals, differentiating electronic marketing to adapt them to the basic qualities of enterprise would reply to the predictions of Bono, namely being supra-competition.
Electronic marketing is regarded as a revolutionary tool transforming all business processes of enterprises. Electronic marketing also, causes transformation of the traditional market structures. The central role of this transformation belongs to Internet. Internet’s progress is the most vital determinant of electronic marketing development. In addition, electronic marketing transforms purchase decision process of buyers as well. As buyers get involved in electronic marketing, they catch a chance to examine more options than traditional markets and thus able to make quicker decisions. The fact that electronic commerce is full of opportunities for enterprises and it has risk minimizing quality account for the reasons not to be
used. The answer for the question how to use and how to make the best of it, is related to strategy formulation. Fearing that other enterprises will seize their own markets through Internet and planning the cost of not using Internet as a defense reflex, several enterprises choose to find methods to use Internet more effectively. To achieve this end, conscious application and marketing strategies unique to Internet use should be developed. If electronic commerce or cognitive business processes are, above all,
established on the information bases of sector and markets, then these enterprises starting business without sufficient pre-researches may face failure. To make a right start, it is a must that enterprises planning to operate in this field should conduct pre-researches and also forms the required information infrastructure.