Executive Summary:a. what is e-commerce?b. what is mass-marketing?Connection mass-marketing with e-commerceMass marketing dying today:a. mass marketing means the process in the pastb. new technologies:- internet: all information are there- the range of activities users undertake onlinec. mass marketing fraud todayOpportunities in both: the business-to-consumer and business-to-business onlineRecommendations for mass-marketing improve.ConclusionSourcesExecutive summaryCommon topic today, mostly everywhere, is that mass marketing is dead or is on the way out. As far as I read, mass-marketing is advertising to large market segments through mass media and other public forum.In mass-marketi ...view middle of the document...
For example, let's take a TV. When people come to home in the evening after the work, usually they are watching TV. They prefer look at some good movie or evening news, but after each 10 minutes they have to look at all the same advertisings. To my mind it's a big mass-marketing loss.The same is with newspaper. A few years ago we could read the whole newspaper and just in the last page we saw some advertising, but today it's almost in each page.That's why e-commerce is very good solution for people. When they are interest to know something about some kind of products or even if they want to sell something, they can do everything online.2.2 New technologiesThe main competitor for mass-marketing is internet. People have anopportunity to find all information what they need to know. They can also buy whatever they want via internet. What actually internet is?•It is a new and terribly exciting phenomenon.•It occupies most of our waking knowledge.What concerning E-commerce, it using the internet is a new way of advertising, buying and selling.What e-commerce offers? Here are:•heard about all of the companies that offer e-commerce because you have been bombarded by TV and radio advertisings•read all of the news stories about the shift to e-commerce and the hype that developed around e-commerce companies•purchased something on the web, so you have direct personal experience with e-commerceWe can see that the new technology is one of the main mass-marketing competitor.2.3 Mass-marketing fraud todayOne of the big disadvantages of mass-marketing is fraud. As far as I read the biggest number of fraud is in U.S an in Canada. These counties have been actively combating the problem of mass-marketing fraud. Moreover, with years the number of fraud increases.Additionally, that situation in Europe is not much better than in U.S and Canada. I think that mass-marketing fraud is everywhere. As far as we live in Czech Republic now, let's take this country as an example. Every day people complain to non truth advertising here.However, to my mind, e-commerce is fraud as well. I would even say that as mass-marketing such e-commerce is frauds in the same level.3 Opportunities in both: the business-to-consumer and business-to-business online3.1 B2B (Business-to-Business)B2B (Business-to-Business) is a business market that sell products and services to other businesses for use in their daily operations or for making other products and services.Personally I do don't see a big difference between business-to-consumer (B2C) and business-to-business (B2B) marketing. After all, you're still selling a product to a person. However mass-marketing is not used with B2B but it used with B2C.3.2 B2C (Business-to-Consumer)I already mentioned that mass-marketing used with B2C. Business-to-consumer sell products and services to consumers for household or personal use.The main point of B2C is that the corporations can have the best known brand in the world. But...
