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

 High Risk Processors/Brokers: Institutions that issue merchant accounts to high risk endeavors, therefore allowing them to accept credit card payment. Used when the bank has too stiff requirements. Compensate risk by charging higher fees than traditional banks.  Home page: the opening page of your website. 13.6 LEARNING ACTIVITY 1. Discuss the role of Customer service in E- Marketing? ___________________________________________________________________________ ___________________________________________________________________________ 2. Discuss the Marketing Strategies in W- Marketing? ___________________________________________________________________________ ___________________________________________________________________________ 13.7 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What is strategy? Explain its features. 2. What is an E-Marketing strategy? 3. What is planning in E-Marketing? 4. What are the “Three S’s in online business? 5. What are “Two P’s? Long Questions 1. Explain E-Marketing strategies. 2. What are all the benefits of a strategic plan in E-Marketing? 3. Explain E- marketing plan. 4. Explain the objectives of marketing plan? 5. What is a target Market? B. Multiple Choice Questions 1. Marketing strategies involves______development goals. a. Long term 201 CU IDOL SELF LEARNING MATERIAL (SLM)

b. Short term 202 c. Spontaneous d. Gradual 2. Strategy in E-Marketing is _______the marketing activities. a. Executing b. Developing c. Segmenting d. Targeting 3. The main activity for online marketing is _______ a. Community service b. Customer service c. Customer loyalty d. Customer target 4. Three Sinonline Business is______ a. Site, security and sales b. Staff, sales and services c. Security, staff and sales d. Site, security and staff 5. ___________ determines the channel for marketing a. Customers b. Target market c. Brand image d. Marketing strategy Answers 1-a, 2-a, 3-b, 4-a, 5-b CU IDOL SELF LEARNING MATERIAL (SLM)

13.8 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 203 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT-14 ETHICS IN E-MARKETING STRUCTURE 14.0 Learning Objectives 14.1 Introduction 14.2 Ethics in E-Marketing 14.2.1 Ethics in E-marketing 14.2.2 Importance of Ethics in E-marketing 14.3 Ethical and Legal Issues 14.3.1 Ethical Issues in E-Marketing 14.3.2 Legal Issues in E-Marketing 14.4 Internet of the future: “Customization”. 14.5 Summary 14.6 Keywords 14.7 Learning Activity 14.8 Unit End Questions 14.9 References 14.0 LEARNING OBJECTIVES After studying this unit, you should be able to ● Define ethics ● Apply ethical thinking ● Analyze the decision bound to ethics ● Describe Ethics in e marketing 14.1 INTRODUCTION Ethics refers to the philosophical study that deals with the concepts of moral right and wrong and moral good and bad, to any philosophical theory of what is morally right and wrong or morally good and bad, and to any system or code of moral rules, principles, or values. For every concept there are ethics formulated accordingly to avoid the threats in that. If ethics are not carried forward the sources can be exploited or misused. 204 CU IDOL SELF LEARNING MATERIAL (SLM)

E-marketing consists of its own ability to show the product dynamically. Marketing has its own stand to create an image and awareness about the product in the mind of people to purchase the product. Once it is mixed with information technology it may give rise to many ethical and legal issues related to safety and security. An ethical and legal issue applies to business and the same has to be applied for e-business. In the same way marketing ethical and legal issues have to be applied for e marketing. In today's world of Information Technology everyone wants to complete their task in a very short duration and with little effort. This may have an impact on consideration of ethical and legal aspects. 14.2 ETHICS IN E-MARKETING The internet has paved the way for the marketers and also customers to purchase a product or services online. With that, social media has become the most preferred channel for promoting the brand to the consumers. People prefer searching for products on social media that takes them to the online webstore page. Here the possibilities of selling goods online to the customer’s increases, which helps the brand to cut short certain costs that will be spent if they have the physical store. So when it happens customers are asked to share certain details like name, address, contacts, payment details which might push them to worry about privacy. This leads to the debate if E-Marketing is a boon or bane as it offers so many benefits but also involves the chance of frauds, deception, hacking, cookies, duplication of products and any other unethical practices. The issues include security and privacy of information and safety. To overcome all the mentioned obstacles there need to be certain procedures and practices for the consumers or the marketers to have a fearless business process running online. 14.2.1 Ethics in E-Marketing 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 ethics of marketing overlap with the media. The set of ethical guidelines necessarily to be followed by the management and also the department processing the marketing activity. 14.2.2 Importance of Ethics in E-Marketing The image of the brand gets reflected according to the ethical standards the brand follows. This will lead the consumer to rely on and the sales, marketing and advertisements are applied that makes the company profitable for longer term. It also affects the employees and their behaviour with the consumers online, on phone or in person. 1. Customer loyalty: It is the most important factor in the ethical standard of E-Marketing that wins the customer trust and loyalty that turns the business to have a long-term life. When the consumer finds safety and trust over a brand they tend to stick with the brand as it is human nature to not take risks on some other brand that gives a cheaper product rather than a secured product. So, it is 205 CU IDOL SELF LEARNING MATERIAL (SLM)

very important for the marketing team to display the product or services' real nature and attributes that give a clear idea for the consumer to learn the benefits they could get. Figure14.1 Customer Loyalty 2. Long term gains: The Importance of Marketing Ethics is not only the long-term goal and objective of the company but there are various gains attached to following, such as ● Customer Loyalty, ● High credibility in the market and in the minds of the customers, ● Increased market share, ● Enhanced brand value, ● Higher sales, ● Elevated revenues amongst others with the company able to accomplish its both short term and long term objectives. Figure 14.2 Elevated Revenues 206 CU IDOL SELF LEARNING MATERIAL (SLM)

3. Build Credibility: As the brand follows the complex and nuances of the ethics in marketing on a consistent basis on all the promotional activities, it helps to gradually grow its unique niche in the market as a authentic and most reliable brand which also result in the credibility building for the company among the competitors in the industry, investors and also stakeholders as well as customers. Figure 14.3 Credibility 4. Leadership: As a result of any organisation understanding the complexity of the marketing ethics and its importance while formulating it as one of the main objective, it gains the status of being a leader in the market with the other brands who are trying to benchmark their practices and strategies that are owing to the company laying and following the rare path of marketing ethical practices. This results in various benefits such as customer loyalty, increased sales and market shares, becoming an inspiration for others in the market. Figure14.5 Leadership 5. Satisfying The Basic Human Needs & Wants: While having ethics, the organisation satisfies and fulfils the basic human needs and wants on the basis of trust, faith and integrity as these are the factors that customers look for from the brand that they tend to make a purchase of products or services. This will be directly reflected on the company’s life time that enjoys the benefits like customer loyalty, tryst, faith in its 207 CU IDOL SELF LEARNING MATERIAL (SLM)

offering and the referral or word of mouth publicity that will earn the support of maximum consumers. Figure 14.4 Differentiating Needs and Wants 6. Display Rich Culture: Following the path of ethics in marketing, there are many benefits a company can enjoy from the external environment of the business and also from the internal environment that comprises the staff and employees who are defined well and aligned systematically as that will display and boast the rich and authentic culture. When the internal staff are highly motivated it makes them strive to help the management attain the overall business objectives. And also they take pride in working and associating with the company and express the same to their social circle that showcase the rich and genuine culture of the firm. Figure 14.5 Rich Culture 7. Attract Talent: By following all the ethical factors in the market it also helps the firm to attract the talented professionals to get associated with the company as the environment internally and externally 208 CU IDOL SELF LEARNING MATERIAL (SLM)

gets attached. And following the ethics will provide a boost to their profession. This gets reflected on the performance of the company on achieving the aims and objectives. Figure 14.6 Attract Talent 8. Attains Financial Goals: To attract investors and financial partners for expanding the business operations, introduce new products, tap new markets, try out new innovative marketing and promotional techniques there should be some qualification with the company. In those qualification lists following the ethics remains the major checklist to attract the investors where they consider the performance and forecast the company’s reliability. Only when the company seems genuine in its existing operations and marketing will it be possible for the investors to move forward with the plans. Figure 14.7 Attain Financial Goals 209 CU IDOL SELF LEARNING MATERIAL (SLM)

9. Enhanced brand value: The fraternity of the overall market, the competitors and the consumers look up the company following the marketing ethics in the most dedicated manner, create the advertisement campaign with the actual display of the product, excel in the customer’s opinion, setting a new benchmark in the market for the competition. All the above factors result in the development of brand value of the firm that also make them the most trustworthy and reliable brand. Figure 14.8 Enhanced brand Value 14.3 ETHICAL AND LEGAL ISSUES 14.3.1 Ethical Issues in E-Marketing Ethics is commonly related with the values and routine carried out by the professionals who are expert in the knowledge. As discussed before ethics are concerned with choosing the among right and wrong. Unethical is something when someone chooses the wrong and ethical is always associated with choosing the right. Ethical issues in respect to E-Marketing includes ● Web Tracking ● Privacy Preserve ● Paid Advertisement And a lot more. The Internet and electronics have been influencing more lives staterting from video recording, video conference, pictures, web mails, contents etc are spreading in no time all over. But the security and protection remains to worry, that too in E-Business this fear is more. Therefore it turns out to be more tough to sense whom to trust online. Web tracking: 210 CU IDOL SELF LEARNING MATERIAL (SLM)

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 211 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. 212 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 result 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 213 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. 214 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? 215 CU IDOL SELF LEARNING MATERIAL (SLM)

4. List out the legal issues in websites. 216 5. Explain Customization in internet? Long Questions 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 217 CU IDOL SELF LEARNING MATERIAL (SLM)