CU-BSC.TTM-SEM-IV-B2B Marketing

The companies which are using the internet as the source to expand their business must not misuse the user data, though the companies have the access to track the individual users movement through many software related to tracking. The usually seen such tracker is cookies on browsers; it can reveal much information about the users. It is advised for the users to use software’s like cookie cutter, spam butcher, spyware etcEvery time a user login, the information can be stored on the hard disk and the same information will be suggested when it is revisited. Privacy Preserve: In information technology privacy is concerned with the interest of the individual person. It can be descriptive or normative, depending on the nature if they have used to describe the way people define situations and conditions of privacy and the way they value them or are used to indicate that they ought to have constraints on the use of the information or information processing. The privacy in IT can be referred in normative sense as non-absolute moral right of the person to have direct or indirect control over the access to ● Information about oneself, ● Situations in which others could acquire information about oneself, and ● Technology that can be used to generate processes or disseminate information about oneself. Figure 14.9 Internet Privacy 14.3.2 Legal Issues in E-Marketing The force of the Web to achieve the world conveys with it an assortment of legitimate issues, regularly identified with patent, copyright, trademark, security, and so forth, especially in the 201 CU IDOL SELF LEARNING MATERIAL (SLM)

connection of working together on the Internet. Powers trying to apply their laws in customary routes or to extend lawful control over global joins face numerous difficulties because of the worldwide way of the Internet. Fraud on the internet: The misrepresentation of E-Business has veiled out with the increase in omnipresence of the sites. It is considered to be a hot conflict for both technological and snap dealers. The cheaters are dynamic essentials in the region of stocks. The observers are hooked by the assurance of the false benefits by the stock marketers. Barters are likewise conductive to extortion, by both dealers and purchasers. The accessibility of messages and advertisements has made ready for budgeted culprits to have entry to numerous individuals. Different territories of potential extortion adopt the ghost business opportunities and counterfeit speculations. Intellectual property: In order to manage the moral values in B2B organization with the customers there is an obligation and trust that is disposed to an individual or a community that keeps the website of the corporate. It is necessary to ensure the moral qualities from both the part point that is the organisation and consumer to ensure the drafted document, images, recordings and those displayed are true. The morals of the company can be questioned due to the rapid emerge of the issues and extremely high cost to manage ligament. Those cannot be exaggerated, as the total must be a complete comprehension of a business for the internet displaying the issues and publicizing purpose, it should be aware of the potential zone that will trap such as uncovering of the licensed innovation and advantages that are competitive through the data and the articles distributed. The distributed content is liable to wind up the open information quickly. So before publishing the content should have no copy with any other existing contents. The intellectual property is secured with the copyright’s laws in its different structures, and cannot be utilized anywhere. It is very difficult to ensure intellectual property in E-Marketing. The dispersion rights are also with the copyright holders. And also duplicating the subject from the site likewise abuses duplicate right laws. 202 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 14.10 Intellectual Property Rights Email correspondence: Email correspondence is obligatory to the private and secret, and ought to contain the way unless permission is given to publish something online. It is mandatory to get the individual’s to check the damage citing on the email received, it is a constant caution to get the individual's concern for proceeding the distribution online.The unanticipated issues can be not questioned or affect an individual’s image upright or in a roundabout way with different remark or content being taken in the wen index resulta and after duplicated by others. In the process, the resource to consider the solicitation for a quote deliberately before requesting the individual's endorsement. Legal issues in website Any website must be protected from the issues those are composed of the following on a webpage ● Links ● Video ● Text ● Audio ● Graphics ● HTML ● Unique markup language Domain Name The domain name usually reflects the internet address. The legal claim can be raised for the competition for the domain name, as once the domain name is assigned to any vendor or any organisation it cannot be reassigned the same domain name without the original vendors. Figure 14.11 Domain Name Online terms and condition 203 CU IDOL SELF LEARNING MATERIAL (SLM)

The online protection approaches are delivered by individual organizations for any individual organizations. States are developing the enactment to compress and strengthen the security assurance measures of multiple organizations. These activities are carried out for controlling the capacity, use and revelation by organizations of individuals. Security enactment is meant to ensure an individual’s close to home data. The protection laws of their host nation influence organizations abroad. Each association is obligated to be exceptionally watchful while applying terms and conditions for the electronic exchange for Internet clients. Figure 14.12 Terms and Conditions 14.4 INTERNET OF THE FUTURE: “CUSTOMIZATION” Since we are in the beginning of a new era that will be designated by changing everything into digital and the constant interconnection of everything. The aim of the next gen of the internet is via abstraction and also automation that enables any desired bandwidth that is spontaneously between any participants or data centres. There seems to be anconsider development happening from the existing technologies along with that new approaches to be integrated with the infrastructure, software and serviced. 14.5 SUMMARY  Ethics in E-Marketing can be defined as the account of guidelines and the area where the ethics can act as a guiding light behind the regulation of marketing and also transaction.  The image of the brand gets reflected according to the ethical standards the brand follows.  Ethics is commonly related with the values and routine carried out by the professionals who are expert in the knowledge. 204 CU IDOL SELF LEARNING MATERIAL (SLM)

14.6 KEYWORD ● Ethics:Ethics or moral philosophy is a branch of philosophy that \"involves systematizing, defending, and recommending concepts of right and wrong behaviour\". ● Credibility:Credibility comprises the objective and subjective components of the believability of a source or message. Credibility dates back to Aristotle theory of Rhetoric. Aristotle defines rhetoric as the ability to see what is possibly persuasive in every situation. ● Customer loyalty:Customer loyalty is the act of choosing one company's products and services consistently over their competitors. When a customer is loyal to one company, they aren't easily swayed by price or availability. They would rather pay more and ensure the same quality service and product they know and love. ● Terms & Conditions: Terms of service are the legal agreements between a service provider and a person who wants to use that service. The person must agree to abide by the terms of service in order to use the offered service. Terms of service can also be merely a disclaimer, especially regarding the use of websites. 14.7 LEARNING ACTIVITY 1. Prepare an assignment on what factors enable B2B start-ups in India to enter Unicorn club without spending heavily on marketing and advertising. ___________________________________________________________________________ ___________________________________________________________________________ 2. Arrange a Group Discussion in your class as CEO of B2B commerce companies like India Mart, Udaan, Pine Labs and Zeta on how emerging would B2B companies be in the age start- ups. ___________________________________________________________________________ ___________________________________________________________________________ 14.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What is E- Marketing 2. What is Ethics in marketing? 3. What is web tracking? 205 CU IDOL SELF LEARNING MATERIAL (SLM)

4. List out the legal issues in websites. 206 5. Explain Customization in internet? LongQuestions 1. Explain the importance of ethics in E-Marketing. 2. What are the ethical issues in e-marketing? 3. What are the legal issues in e-marketing? 4. What are the issues in e-marketing? 5. What re the online terms and conditions for e marketing? B. Multiple Choice Questions 1. ______is the preferred channel for promoting the brand to the consumers. a. Social media b. Pamphlets c. Leaflets d. E-mails 2. Ethics in E-Marketing can be defined as the ______ a. Techniques b. Guidelines c. Process d. Activity 3. _________is the trust and loyalty that businesses have a long time life. a. Advertisements b. Marketing Team c. Brand Image d. Customer Loyalty 4. Ethics is commonly related with the _______ a. Values CU IDOL SELF LEARNING MATERIAL (SLM)

b. Knowledge c. Unethics d. Marketing 5. Web trackers use ________to reveal information a. Cookies b. Spyware c. Cookie cutter d. Spam Answers 1-a, 2-b, 3-b, 4-a, 5-a 14.9 REFERENCES Reference Books ● Saxena R, Marketing Management, Tata McGraw Hill ● Transforming B2B Marketing to Meet the Needs of the Modern Buyer, by Carlos Hidalgo ● Matthyssens, Paul &Kirca, Ahmet & Pace, Stefano. (2008). Business-to-business marketing and globalization: Two of a kind. International Marketing Review. 25. 481- 486. 10.1108/02651330810904044. Websites ● https://www.businessnewsdaily.com/5000-what-is-b2b.html ● https://www.investopedia.com/terms/b/btob.asp ● https://blog.hubspot.com/marketing/b2b-marketing 207 CU IDOL SELF LEARNING MATERIAL (SLM)