Business-to-Business
Although the popular press has given the most attention to B-to-C Web sites, business-to business (B-to-B) online marketing is also flourishing. B-to-B marketers use Web sites, e-mail, online product catalogs, online trading networks, and other online resources to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices.
Most major B-to-B marketers now offer product information, customer purchasing, and customer-support services online. For example, corporate buyers can visit networking equipment and software maker Cisco Systems ’Website (www.cisco.com), select detailed descriptions of Cisco’s products and service solutions, request sales and service information, attend events and training seminars, view videos on a wide range of topics, have live chats with Cisco staff, and place orders. Some major companies conduct almost all of their business on the Web. For example, Cisco Systems takes more than 80 percent of its orders over the Internet.