Business-to-Consumer The popular pr

Business-to-Consumer The popular press has paid the most attention to business-to-consumer (B-to-C) online marketing—businesses selling goods and services online to final consumers. Today’s consumers can buy almost anything online—from clothing, kitchen gadgets, and airline tickets to computers and cars. Even following the recent recession, online consumer buying continues to grow at a healthy double-digit rate. More than half of all U.S. households now regularly shop online. Current U.S. online retail sales of an estimated $279 billion are expected to grow at better than 11 percent a year over the next five years, compared with a growth rate of 2.5 percent in total retail sales.34 Perhaps even more important, the Internet now influences an estimated 42 percent of total retail sales—sales transacted online plus those carried out offline but encouraged by online research. Some 97 percent of Web-goers now use the Internet to research products before making purchases. By one estimate, the Internet influences a staggering 50 percent of total retail sales.35 Thus, smart marketers are employing integrated multichannel strategies that use the Web to drive sales to other marketing channels. Internet buyers differ from traditional offline consumers in their approaches to buying and their responses to marketing. In the Internet exchange process, customers initiate and control the contact. Traditional marketing targets a somewhat passive audience. In contrast, online marketing targets people who actively select which Web sites they will visit and what marketing information they will receive about which products and under what conditions. Thus, online marketing requires new marketing approaches. People now go online to order a wide range of goods—clothing from Gap or L.L.Bean, books or electronics or just about anything else from Amazon.com, major appliances from Sears,homemortgagesfromQuickenLoans,orevenawillordivorcefromLegalZoom.Where elsebuttheWebcouldyoufindaplacethatspecializesinanythingandeverythingbacon?36 Americans have a guilty relationship with food, and perhaps no food is more guiltinducing than bacon—forbidden by religions, disdained by dietitians and doctors. Loving bacon is like shoving a middle finger in the face of all that is healthy and holy. There is something comfortingly unambiguous about a thick slab of bacon. It’s bad for you. It tastes fantastic. Any questions? As Dan Philips says, “Bacon is the ultimate expression of freedom.” Philips is the founder of the Grateful Palate, a company whose products have probably done more for the bacon chic movement than anything else. At the Grateful Palate, bacon enthusiasts can find everything bacon. It offers a bacon of the month club—Iron Chef Bobby Flay is a member—that includes artisnal bacon from farms across North America cured in a variety of delicious ways—from apple wood smoked to hickory smoked with cinnamon sugar. The Grateful Palate also sells bacon-related gifts for people who can’t get enough bacon in their day, such as bacon soap, bacon Christmas tree ornaments, bacon toilet paper, bacon air freshener, and even BLT candles—a set of bacon, lettuce, and tomato votives. Says one fan, “You can light them individually, maybe just tomato and lettuce if your vegetarian friends are visiting.”

ผลลัพธ์ (ไทย) 1:

มีธุรกิจไปผู้บริโภค (B-ไป-C), ธุรกิจกับธุรกิจ (B-ไป-B), ผู้บริโภคเพื่อผู้บริโภค (C-C), และผู้บริโภคธุรกิจ (C-B)

ผลลัพธ์ (ไทย) 2:

พวกเขารวมถึงธุรกิจกับผู้บริโภค (B ไป C) ธุรกิจกับธุรกิจ (B-to-B) ของผู้บริโภคกับผู้บริโภค (C ถึง C) และผู้บริโภคกับธุรกิจ (C- เพื่อ-B)