Page 230 - Business Principles and Management

Chapter 9 • E-Commerce

INFORMATION GATHERING
A second business use of the Internet is for research.
You have probably used the Internet to gather infor-
mation for a project or report. Businesses also use
the Internet to obtain information they need in order The first large consumer e-commerce site was
to make decisions. A great deal of information on Amazon.com. This company pioneered a
the Internet is free and is provided by government number of technologies and e-commerce
agencies, colleges and universities, libraries, and design features. Point your browser to www.
even private businesses. Other information that thomsonedu.com/school/bpmxtra. Visit
businesses need can be purchased from companies Amazon.com. Evaluate how this site’s design
specializing in research, from professional and trade makes it easy for customers to find a product.
associations, and from publishers. For example, Dun Make a list of the features that Amazon.com
& Bradstreet provides specialized research reports, uses to serve its customers. Explain how the
information, and publications for businesses. company has been able to maintain its domi-
Businesses can also gather information on cur- nance in consumer e-commerce.
rent and prospective customers. When companies
sell products, they often encourage purchasers www.thomsonedu.com/school/bpmxtra
to complete a product registration or warranty
online. People who regularly use the Internet are
more likely to complete a product registration if
it is online than if they have to fill in a registration card by hand and mail it.
The registration process allows the company to collect important information
about the customer, including address, telephone number, and even an e-mail
address. That information is valuable in future communications and promo-
tional activities with customers. Also, the company can gather information
on where the product was purchased, the price, reasons for purchasing the
product, and other related products the consumer currently owns or plans
to purchase.
Many Web sites include a place where prospective customers can request
information, be placed on an e-mail or mailing list, or obtain answers to specific
questions. That capability allows the company to develop a list of prospective
customers and determine their specific interests. The information can be used
for future communications and promotions.
Competitive information is easier to obtain using the Internet. A great deal
of information is contained in many businesses’ Web pages. It is relatively easy
to learn about the competitors’ products, prices, credit terms, distribution poli-
cies, and the types of customer services offered. Some Web sites provide infor-
mation on product tests, offer comparisons and reviews of products, and even
have places for consumers to discuss their experiences with a company and its
products.

IMPROVING BUSINESS OPERATIONS

The Internet has become an important tool to improve business operations and
control costs. Salespeople can log on to the company’s Web site and determine
whether a certain product is in inventory for delivery to a customer. When a prod-
uct is sold, the order can immediately be entered into the computer from anywhere
in the world to speed the processing and shipping of the order. A production man-
ager can access the records of a transportation company to see when an expected
shipment of raw materials will be delivered. An accountant in a branch office can
download financial statements from the main computer to compare current finan-
cial performance with last year’s information. Product designers from three coun-
tries can collaborate on a new design by examining a three-dimensional drawing
online and making changes that each of them can see instantly.

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