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E-commerce is called the technology of the third millennium. This new direction is thriving thanks to the huge popularity of the Internet, the constant improvement of information technology and process automation. The concept of e-commerce is considered as one of the modern business tools that allows to reduce the costs of organizations - manufacturers, traders and buyers while improving the quality of goods and services and increasing the speed of delivery. The Internet has made e-commerce accessible to businesses of all sizes. An electronic storefront expands business development opportunities, gives any company the opportunity to attract customers from all over the world. Such an online business forms a new sales channel - "virtual", requiring almost no material investment. In addition, the entire sales process can take place online.

Today, credit cards are the dominant means of payment for online purchases. However, there are electronic money, checks, smart cards, micropayments. E-commerce covers activities such as:

Carrying out marketing research;

Identifying partner opportunities;

Maintaining relationships with suppliers and customers;

Organization of paperwork, etc.

The Business-to-business (B2B) model is a sector focused on organizing practical work between companies in the process of producing goods and services. This sector of e-commerce, in addition to the sale of raw materials, semi-finished products, components for the production of goods or the provision of services by corporate clients to each other, is also engaged in the development and operation of special systems for electronic collection and transmission of information that provide the necessary integration of commerce partners.

In business-to-business models, a scheme of fully automated interaction of business processes of two firms (companies) is implemented that uses the Network to order suppliers, receive invoices and pay. With the help of gateways, automatic communication of business processes with the Internet system (external environment) is provided.

The distinguishing features of business-to-business models are as follows:

The presence of a gateway that provides automatic access to the Internet from the business system.

Direct integration of data input / output into the business process and from the business process of the firm (company).

Use of a single standard for transmitted messages - EDI (Electronic Data Exchange).

The equal nature of the firms participating in the e-commerce system (there is no hierarchy such as distributor - dealer, manufacturer - supplier).

Problems that occur in this model can be caused by a network failure, a malfunction of the computer, or other components of the information process. This entails the loss of customers, data, funds.

Marketing research with the help of the Network in the field of services at the moment can be attributed to promising areas of research. With regard to consumer services, it is first of all necessary to pay special attention to the fact that the average user is younger, wealthier and more educated than the average consumer, therefore, when conducting research to collect primary data, it must be clearly understood that they are relevant only for certain target groups.

The Internet can be used to research markets, study the brand structure of the market, or to study consumers.

Research of corporate structure or market structure is based on the collection of information provided on the websites of companies with its subsequent processing by methods used in traditional marketing research, as well as on the collection and analysis of information published on the Internet.

In relation to the Internet, the main task is to search for company websites or information from areas of marketing interest to the company conducting market research.

It should be noted that any information, including an organization providing services, should use all the possibilities of the Network to collect secondary information necessary for conducting desk research.

The following methods can be distinguished as methods for finding the necessary information:

Search for information using search engines. Search engines are a key way to find information because they contain indexes for most Internet sites. However, for any given request, the machine usually produces a large amount of information, among which only a small part is useful, and a significant amount of time is required to extract and process it.

Search in Web - directories. Like search engines, directories are used by Internet visitors to find the information they need. The catalog is a hierarchically organized structure in which information is entered on the initiative

Individual e-commerce - a proposal to engage in modern business with the full (information, educational, infrastructural, legal, etc.) support of the company. Using this model, each person can form his own market of goods and services, and precisely those in the promotion of which he feels most powerful (and he has a whole arsenal of "information-rich" products, exclusive and requiring an individual approach). It also provides access to a multi-thousand range of electronic supermarket, and the manager of the company acts as an experienced navigator.

Possibilities:

the opportunity to have a ready-made personal office and your own electronic store;

obtaining an "asset" of a huge corporate client base, structured by target groups and orientation to a particular product;

the right to ask any question on the product to the relevant expert through the corporate website;

access to information about the popularity of the company's products and the most effective methods of their promotion;

a mentor who has successful work experience, is ready to train and is interested in the success of a new employee of the company

UDC 004.738.5:334.7 LBC 73:65.9(2)29 K - 93

Kurochkina Svetlana Anatolyevna, Senior Lecturer, Department of Marketing and Logistics, Faculty of Finance and Economics, Maikop State Technological University, e-mail: sveta [email protected]

THE ROLE OF INTERNET MARKETING AND E-COMMERCE IN MODERN

ENTERPRISE

(reviewed)

The article outlines the methods of selling goods and services using Internet technologies, electronic payments, as well as other areas of using Internet marketing. In addition, attention is paid to the implementation of e-commerce in the enterprise.

Keywords: internet, online store, internet marketing, electronic

commerce, e-business, e-payments.

Kurochkina Svetlana Anatolievna, a senior lecturer of the chair of marketing and logistics of financial and economic faculty, Maikop State Technological University, e-mail: [email protected]

THE ROLE OF INTERNET MARKETING AND E- COMMERCE IN THE MODERN

The article outlines ways of selling goods and services using Internet technologies, electronic payments, as well as other areas of internet marketing. In addition, it focuses on the introduction of e-commerce in enterprise.

Keywords: Internet, Internet shopping, Internet marketing, electronic commerce, electronic business, electronic payments.

E-commerce is a commerce that is built solely on the basis of an Internet sales channel and does not have other distribution channels. It can also be said that in e-commerce there is only a virtual point of sale. Unlike the concept of e-commerce, for e-business, the Internet channel is not the only, but one more, additional distribution channel. These channels are intertwined, forming a combined sales channel, and the subject of sales is any, including traditional goods and services. It can be said that e-commerce subsystems are used in combined sales channels. For the industrial sector, which supplies physical goods, this is the only possible form of work with the buyer through the Internet.

The difference between a traditional business and an electronic business is only in the method of doing business, which is described by the formula of four "P" - Product, Price, Place, Promotion. The combined sales channel that is inherent in e-business changes all 4 Ps, to one degree or another. But in order to change them correctly, you need to know well what they represent for your enterprise.

An online store is a way of selling goods using Internet technologies. The peculiarities of selling via the Internet are such that you can sell anything you want to anyone. The main thing is that it is convenient for both sellers and buyers. Since it is not the product itself that is transmitted through digital channels, but information about it. For the mass retail buyer, the number of products that can be sold via the Internet is not very large - the private buyer wants to feel the product before paying for it. For industrial products and corporate buyers, the opposite is true. The purchase of goods in absentia, by bank transfer for them is more a practice than an exception. Through the Internet, it is convenient for them to work - visually and quickly. This is just a new step in non-cash distance trading, which has a lot of advantages over others.

As for payments via the Internet, then, oddly enough, this is not at all a mandatory component of e-commerce. Payments are just a stage in the sales cycle. Just as the transfer of the product or service itself does not necessarily take place over Internet channels, so payments may or may not be electronic. Indeed, making payments via the Internet in our conditions is the most problematic place, so the meaning of the term "electronic commerce" is undergoing some changes compared to the meaning that is put into it in the homeland of the term - in the United States. For electronic payments, a number of alternatives and options are offered that are relevant to our reality, while in the United States (and the rest of the civilized world), a bank plastic (credit) card has migrated from traditional commerce to the Internet as the only acceptable electronic means of payment. And for both individuals and corporations. Since the use of plastic cards for payments during online purchases began to occur quite a long time ago, all issues related to the security of transferring card data via Internet channels have been more or less successfully resolved. I repeat, in civilized countries, which we, of course, are also moving towards. Our trouble is that, in principle, we did not have a developed credit system, and cards as a means of payment are poorly used in Russia.

In addition to the first two misconceptions, there is some notion that e-commerce is an independent, self-contained business. This also raises doubts - how much is the Internet sales channel, being the only channel in this business concept, capable of generating profit? It is necessary to divide the e-community into subspecies: an independent business, focusing on the Internet channel as the only sales channel, and auxiliary services with an existing, well-established business. In the second case, we are talking about e-commerce in the service of the enterprise, as well as the creation of combined channels for the sale of goods and services, with elements of e-commerce in the traditional sales cycle.

What gives the introduction of e-commerce systems in the enterprise?

1. Information about goods and services turns around faster. In fact, you get an additional communication channel open 24/7 (turnover, which entered the English language in connection with the development of e-commerce and means work 24 hours a day, 7 days a week). You are more accessible to the client geographically and in time, besides, he receives a new means of searching and working with information.

2. Faster turnover of internal information (documents, official correspondence, adoption and approval of decisions, etc.). Expanded ability to control execution. In other words, all business processes are accelerated due to the availability and speed of information transfer.

3. The Internet offers new services for customers - for example, order tracking. The presence of additional services creates a competitive advantage and brings you new visitors.

4. Since the Internet is a technological shell, it allows you to collect important information about your customers. In addition, it allows you to use marketing tools - polls, mailing lists, etc. promptly and at no additional cost.

5. With all this, e-commerce systems will help save on staff.

6. And sometimes you can save on renting space for trading floors.

The range of issues that arise during the implementation of e-commerce systems can be divided into three groups:

1. Ideological issues. First of all, you need to identify your need for implementing e-commerce. It depends on the type of business, the reach of potential consumers via the Internet, the market situation, etc. It may also turn out that some areas of your business are more promising when selling via the Internet than others, i.e. After a positive answer to the question "Is it worth it?" you need to decide what and how to do it. Also in what order. In other words, you need to write a design task (system project) and an implementation plan (ideally, create a working group of enterprise specialists and an external consultant and develop such a document jointly).

2. Technological issues. These include the question of choosing a developer and related questions about choosing a web development technology and hosting provider.

3. Organizational issues. Who will manage the site, maintain it, place information on it, be responsible for its operation, functionality, performance? Who will be in charge of promoting your business via the Internet? It is necessary to develop a regulation for the site support group, think about introducing new specialists into the staff list , and also about whether there is a contradiction between the already established style of work and new trends. And also think about how to organize a system for supplying information to the site. The most painless way is to supplement the duties of specialists of all departments with work with the Internet site.

Organizational issues are the most difficult. Where it is not possible to solve them effectively, all the costs for the first two points go downhill. Often the matter rests on the fact that the system is not built, there is no understanding of the essence of the processes and their importance for the common cause - the company's business. Sometimes there is understanding, but there are no specialists. Or there is one specialist who is responsible for everything related to the Internet - and this is a huge range of issues that one person simply cannot solve. A bottleneck is created that limits the capacity of the new sales channel.

The most difficult thing is that there is no standard solution for organizational issues. This is also probably why there is a biased attitude towards e-commerce in Russia: we do not have our own experience, we can’t copy someone else’s (a vain search for a standard solution!), it takes years to create an automated control system department on our own, and it’s a pity to spend money - it’s not clear what will happen . And competitors do not sleep. There is a way out: take the issue of e-commerce as seriously as the rest of the life of the enterprise. With all the ensuing consequences.

And e-commerce has the right to life in Russia. The question is how do we exercise this right.

Literature:

1. Ladonina L. The book of the head of the Internet project. Ready marketing solutions / L. Ladonina. - St. Petersburg: Peter, 2008. - 256s.

2. Ladonina L. Electronic commerce - the right to life in Russia / L. Ladonina. - Access mode: http: // www.expertum.ru.

Duration of training: 2 years
Training format: part-time
Teaching language: Russian
Awarded qualification: Master of Business Administration - Master of Business Administration (MBA)
Venue address: Moscow, 119334, Leninsky prospect, 38A

Who is this program for?

• Heads of various levels of management, whose area of ​​responsibility includes the implementation of projects in the field of e-commerce and Internet marketing
• Directors/Business Development Managers or Strategic Management/Marketing
• Consulting project managers

Issued documents

1. Diploma certifying the assignment of additional qualification "Master of Business Administration - Master of Business Administration (MBA)".
2. A Master of Business Administration diploma in English, approved by UNESCO, as well as a pan-European Diploma Supplement, which do not require additional translation or certification for presentation in foreign organizations.

Program description

Back in the 80s of the last century, no one suspected that a completely new type of business would soon appear - enterprises that sell their own or other people's goods and services via the Internet. New professions have also appeared - a social media promotion manager, an Internet marketer and a number of others, primarily related to the specifics of network business interactions. On the other hand, the era of knowledge and universal informatization has led to changes in consumer behavior.

Moscow Business School, not without reason, believes that the success of our school is associated, among other things, with the competent use of the possibilities of Internet marketing, which is why we offer you an MBA program with a specialization in "Electronic Commerce and Internet Marketing", the purpose of which is to develop managerial competencies managers of various levels implementing projects in the field of e-commerce and Internet marketing.

Syllabus:

1. Economics and law

• International Economic Relations . Interaction tools. Element of the course "International Business"
• Microeconomics and Macroeconomics
• International business environment. Element of the course "International Business"
• Legal basis for entrepreneurial activity
• Business security basics*

2. Manager's personal effectiveness skills

• Understanding the manager
• Time Management
• Effective Communication Skills
• Public Speaking Skills
• Psychology of business relations
• business person image
• Leadership and charisma
• Stress free management

3. General management

• The main categories of management. Situational approach in management. Element of the course “Evolution of managerial thought. System approach to management»
• The person in the organization. Motivation function
• Communications in organizations
• Conflicts and stress
• Job design
• Building organizational structures
• Development and adoption of management decisions

4. Organizational behavior

• Introduction to organizational behavior. Element of the course “Evolution of managerial thought. System approach to management»
• Organizational Behavior Analysis Methodology
• Perceptual processes and impression management
• Personality and psychological attitudes
• Labor motivation: models, techniques and problems
• Individual and organizational learning
• group dynamics
• Power, influence and leadership in the organization

5. Finance in the organization

• Sources of finance. The price of financial resources. money market
• Enterprise financial statements
• Marginal profit. Break even. Operating lever
• Evaluation of investment decisions. Discounting
• Capital structure. The price of capital. financial leverage
• Own working capital. Working capital management
• Financial planning and forecasting

6. Research methods in business

• Types of research in management. Qualitative Research
• Quantitative research. Using statistics and forecasting tools in decision making
• Making rational and creative decisions*
• Innovative thinking and creativity in business (master class)

7. General marketing

• Fundamentals of Marketing and Modern Marketing Concept
• Search for "your" client. Customer Relationship Management
• Life cycle and product positioning. Product portfolio
• Pricing
• Place of distribution (Place)
• Promotion
• Marketing monitoring and forecasting (master class)
• Service Marketing*

8. Human resource management

• Introduction to Human Resources
• Recruitment
• Staff adaptation
• Evaluation and certification of personnel. Personnel Performance Management
• Human development and staff training
• Reward system: building a compensation system in a modern company
• Competence management (master class)
• Training center as a career development tool (master class)
• Selection of applicants: line manager tools (master class)
• Personnel management strategy. Corporate culture management (master class)

9. Accounting and reporting

• Types of accounting in the organization. Introduction to IFRS
• Reflection of the facts of economic activity on the accounts of accounting according to Russian standards
• Accounting reporting . Primary documents and contractual activities in accounting
• Taxation for a manager
• Building a management accounting system
• Management Accounting and Decision Making
• Budgeting and cost control

10. Strategic management

• Introduction to Strategic Management
• Strategic analysis of the external and internal environment of the organization
• Creation and formalization of strategy
• Basic types of strategies
• Managing the implementation of the strategy and evaluating its effectiveness
• From Competition to Blue Ocean Strategy*
• Business planning*

11. Strategic Marketing

• Introduction to Strategic Marketing
• Functional Marketing Strategies
• Variety of approaches to segmentation (master class)
• Positioning. To be better means to be different! (Master Class)
• Industrial Marketing (master class)
• Marketing research*
• Marketing plan*
• Control and evaluation of the effectiveness of marketing activities
• International marketing concept
• The brand and its role in increasing the competitiveness of the company (master class)
• Event Marketing*

12. Operational management

• Introduction to Operations Management
• Design of goods and services*
• Quality control
• Supply Chain Management
• Placement and loading of production and service facilities. Chain management
• Operational consulting. Description and reengineering of business processes*
• Warehouse logistics (master class)

13. Change management

• Variety of approaches to the problem of organizational change
• Analysis of the organization's readiness for change
• Process approach to change management (according to J. Kotter and D. Cohen)
• Managing resistance to change
• Change Management and Corporate Culture . Politics and ideology of change
• Coaching as a change management tool (master class)
• Interaction with external consultants (master class)

14. Information technology for the manager

• Information technology in management: an introduction
• Classification of information systems
• Information systems management

15. Special courses

• Internet marketing and e-commerce
• Consumer loyalty management
• Virtual team management
• Promotion in social networks
• Transport logistics support
• Procurement management. Supply chain optimization.
• IT Decision Evaluation Tools
• Inventory Management
• Innovation management
• Management of risks
• Internet sales technologies
• Business English
• Project management

Learning outcome:

• You will be able to take a more systematic approach to making management decisions on the development of e-business or traditional business with elements of e-commerce based on the best management practices
• Get acquainted with modern trends in the development of Internet marketing and the dynamics of changes in the preferences of Internet consumers
• You will be able to optimize the logistics system and key business processes
• Master the project and process approaches to management
• Get familiar with the specifics of managing virtual and traditional teams
• You will be able to adapt the best practices in the field of traditional and international marketing, operational management, etc. for use in your organizations.
• You will be able to get acquainted with the experience of your fellow students and expert practitioners in building and managing companies implementing projects in the field of e-commerce and Internet marketing