3 Questions
What is the main purpose of pure-play e-tailers?
To sell directly to consumers without intermediaries
What factors influence online purchase decisions?
The type of e-retailing distribution channel used
What is a key factor of success for e-tailers?
Visionary leadership
Study Notes
- E-commerce has been growing rapidly in recent years, and is expected to continue doing so.
- E-commerce can be divided into three main categories: direct marketing by mail-order retailers that go online, direct marketing by manufacturers, and pure-play e-tailers.
- Direct marketing by mail-order retailers that go online uses a new marketing system (online), in addition to their existing method (catalogs, etc.). No intermediaries.
- Direct marketing by manufacturers takes place without intermediaries between manufacturers and buyers.
- Pure-play e-tailers sell directly to consumers over the Internet without maintaining a physical sales channel.
- Click-and-mortar retailers, Internet (online) malls, and virtual (pure-play) e-tailers are examples of e-retailing distribution channels.
- Social networks and distribution channels such as online delivery are also examples of e-retailing distribution channels.
- Online purchase decisions are influenced by a number of factors, including the type of e-retailing distribution channel used, the product being purchased, and the consumer's preferences.
- Successful e-tailers think strategically and plan for long-term success, focusing on sound business practices such as financial analysis and visionary leadership. They also have a stable and scalable technology infrastructure in place to support the online and physical aspects of their business operations. High-volume products and services often have a well-known brand and are provided by reliable vendors. Items that are frequently purchased (such as prescription drugs) tend to have standardized specifications, and well-known packaged items that cannot be opened in a traditional store (such as chocolates) are popular.
Explore the concepts of e-commerce and e-retailing distribution channels in this quiz. Learn about the different categories of e-commerce, distribution channels, and factors influencing online purchase decisions.
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