外文翻译企业利用网络营销

外文翻译原文E-marketing: The Utilization of EnterpriseAbstract: E-marketing is one of the fastest growing fields in e-business which has the potential to become a platform for small business firm to compete with big business even though they dont have the infrastructure and resource. But as we say that small business firms has a chance to compete with big players there are several issues and factors which lead a small business to adopt and ignore e-marketing (Carson et al., 1995). A small business firm can survive in e-market only if they use their resource carefully and allocate them properly and monitor the resource (McCole and Ramsey 2004). This is the method which is adopted to find the methodologies used by the small business enterprises. The interpretive case study is the method with which we can collect qualitative data in order to find how a small business enterprise uses e-marketing to attract more customers and compete with big players (Gilmore, A., D. Gallagher, et al. 2007). These data is interpreted from individuals who are in the real time situations and get an idea about the way which they have understood the concept of e-marketing and how effectively implemented helped the firms to gain customers. Through this case study we will analyse the interpreted data to find the methods used by small business firms in e-marketing and what are the factors influence them to adopt emarketing. This research will show a clear picture of small business enterprises on how they are utilizing e-marketing to enhance the performance of their business.1 Importance of E-marketing:The main motivation behind the research on e-marketing and the way it enhances the performances of the small and medium enterprises. E-marketing is becoming the critical point in the success of a company no matter what is the size of a company. But e-marketing has been very successful among small and medium enterprises than the big enterprises. The most important about electronic marketing is the rate at which it an improved in a short period of time (Hamill, J. 1997). Even though internet has been in use for some time the concept of electronic marketing started to get into shape in 2000s and it has risen to newer heights every year. Many people started to trust the internet for online purchases and believe that it is safe and secure to do business over the internet and the product are delivered to their homes instead people going to shops and buying the products. The important thing is electronic marketing has made life easy for both customers and the service providers. E-marketing has not only provided small business opportunities it has also given customers more choice and different type of products all over the world. In traditional marketing customers were limited to number of different brands they can choose from but after the emergence of e-marketing customers were able choose from a wide range of brands and products all over the world (Hamill, J. 1997). It gave customers more power and made business more competitive. In order to attract customers and retain the existing customers the small and medium business were forced to reduce the price to be competitive and got the suggestions from customers while selling a product online and it created customer relationship management and made a value for each customer. The main importance of E-Marketing: 1. The competitiveness of e-marketing to make small and medium business compete with big players 2. E-marketing gives more option to customers while choosing a product 3. The ability to create brand identity to small and medium business enterprises. 4. The performance of e-marketing in small and medium business within a short span of time 5. E-marketing has become a key success factor to small and medium enterprises which do not have infrastructure and resource that of big players2 Internet for Marketing: Internet has become one of the most powerful tools for marketing in this modern age. Every business feels that internet marketing takes them closer to customers and gain more customers through online. Every small business is facing a dilemma to whether join this internet bandwagon but if they didnt join they are afraid whether they will be left out (Herbig, P. and Hale, B. 1997). Every industry feels that this platform which hasnt been conquered by any industry in their specific field. According to (Paul, P. 1996) there are approximately 30 million people across 135 countries send and receive information through internet. There is an upward increase in the usage of internet by people. It is estimated that at least 100 million people will be using internet by the beginning of 21st century. It is identified that almost all the small and medium enterprises are using internet as a mode of communication and they are trying to expand their business into the virtual world. There are some primary advantages while using internet marketing. The internet provides global opportunities for small businesses which dont have enough resource and infrastructure to position itself globally. The internet marketing has little restrictions on companies than while doing business physically. The small companies dont need to change its approach culturally and geographically while doing business in other countries. The next important advantage is that customer gets 24 hour access to the services provided by the companies and its very important while doing business in different countries which has different time zones. Increasing the trading hours will always attract new potential customers. Allowing customers to decide what they want and when they want and where will always increase potential customers and give a tactical business edge over their competitors (Paul, P. 1996). For a product to reach customers it needs middleman and other people to make the product reach safely to the customers. But in the case of e-marketing the customers can directly get to know about the products and its features thus reducing the cost which is spent on middlemen and other things. This gives companies relatively cheap way of communicating with the customers. Every business has a specific specialization of products which should be given special priority. In electronic marketing the company can specify their specialization and E-marketing: The utilization of e-marketing in small business enterprises 2010 customer will be able to understand and identify the specific product this will lead to customers getting idea about both the products and the company. The way of approach may be simple but the future impacts will be huge through electronic marketing. When it comes to money transaction people will know how this transaction is taking place as these transactions are occurring in a transparent environment. The customer gets an idea about how the transaction is taking place and feels secure about the transaction (Dholakia, R. and N. Kshetri 2004). Electronic marketing concept is pretty different than what people think about it. When the concept internet marketing first appeared people though that this type of marketing is just a add on but the real marketing way is the traditional marketing techniques. This has been proved wrong over the years. Small and medium industries started to use this type of technique as their main source of marketing and were able to be successful in their approach. This concept was first quickly adapted by big industries as they didnt want to miss out on another platform as they want to lead in all marketing platforms. But the truth was revealed over the years is that this marketing technique is very useful for small business than the big business. Over the years internet marketing has been used as a powerful tool to market other than the traditional one. There some different ways in which a company can market in the internet. When you dig deep into internet marketing the concept seems to be simple as it is also cost effective than the other traditional way of marketing(McCole and Ramsey 2004). A small business can actively use internet marketing by marketing in search engines over the internet (For e.g. Google ads) affiliate marketing is another technique which is actively used. These are some of the technique which is actively used and can expect positive results. Even though internet marketing is the future of many developing and developed industries across the world there are certain limitations while using internet marketing. The internet was designed specifically for the free flow of information; hence internet security was not a big problem and the security features were not considered at the beginning. The security is one of the main features which a customer considers while doing online transaction (Kula, V. and E. Tatoglu 2003). Though companies market over the internet its very difficult to identify who is a potential customer and who is not a potential customer. While marketing through internet the company has lot of techniques to identify how many customers have visited the page and how long they have stayed in the website but it is very hard to come to a conclusion that not all visitors will lead to business. E-marketing: The utilization of e-marketing in small business enterprises 2010The other issue faced by the company is that not all the customers will be using online to buy their products. Internet is making remarkable strides in the world still people are reluctant to use internet for product purchase and online money transaction. Companies are trying their best to convince customers in using internet for their online transaction still there is a limited set of users who use internet for online transaction. The other issue is the complexity of the internet transaction (Kula, V. and E. Tatoglu 2003). Many companies makes their website so complicated that customers are unable to find the information they want. This makes customer confused and they have to dig deep in the website to get the desire information.3. Methodology: The objective of this research is to find out whether electronic marketing is useful for small business enterprises and electronic marketing is enhancing the performance of the small business enterprises. Electronic marketing in small business and big business is very different as both are very different in their business approach (poon and swatman 1997). This research will identify the key areas of electronic marketing techniques which are implemented in small business and how successful these techniques enhance the performance of the small business enterprises. This research will be done through a case study which will be conducted on the small business enterprises. This will give an actual picture on how small business implement electronic marketing in their firms and enhance their performances. This case study will give an actual picture on where small business enterprises stand when competing with big business using electronic marketing technique. There were some types of case study which was looked into through which we can get valuable data which will be used for analysing the performance of small business enterprises (poon and swatman 1997). First proposed idea was getting data from government agency like department for small and medium business where the data regarding small business enterprises are kept, but those datas which are gathered will not reflect the actual face of the enterprise as these datas would have been gathered by people who is not actually working inside the small business enterprises so the data will fail to reflect the actual position of the small business enterprises where it stands on electronic marketing. So there is a another way of studying the position of small business enterprises from within itself as it will give a clear picture of how electronic marketing is working and what are the key areas of electronic marketing in a small business enterprise to develop and how much it has enhanced the performance of a small business enterprise. That is called the interpreted case study4. Discussion: The above case studies of the four small business enterprises have shown different views on different set of aspects. According to the case study there are very contrasting answers which were given by every small business enterprises has to be verified carefully. The first discussion point is that the geographic position of these industries as all the industries is situated in India which is a developing nation and the concept of e-marketing is evolving in India and the concept is not fully understood by everyone like the developed nation have done. The main similarity between all the four small business enterprises is that they have a good structured website to start with. The other thing which has to be looked at is the way of approach they are taking while migrating into e-marketing it is a cautious approach by all four small businesses. Even though they have sound knowledge about e-marketing and its benefits for small business enterprises because there is no set of standards which are in place for e-marketing unlike the traditional marketing every business knows what traditional marketing is and how to achieve performance in traditional marketing. The challenges faced by all four small business enterprises are similar as all the small business enterprises are confused on what type of marketing will benefit and what does not benefit. But in the case of pentamine technology and eviska infotech which both are in same information level havent implemented e-marketing technique in their business but they are discussing the implementation of e-marketing. This is because of the confusion prevailing among the small business whether to embrace this new technology or wait until it gets into a shape in the market. This is because they are unsure whether they will benefit and small business according to their case study has said they cannot afford a trial run method as their budget cannot cover it. But in the case of fusion clothing and pixel avatar where both are also in the same confusion but in a different perspective as these two have embraced e-marketing into their fold but they dont know which tool is best and which tool is not best this gives a idea that all are in same point of confusion with different angles. Its all because there is no standard for measuring the how e-marketing works. E-marketing: The utilization of e-marketing in small business enterprises 2010The next is the infrastructure which is a significant one by all means as e-marketing needs a secure e-commerce website to start with and need a logistic support. As all four small businesses are looking for a website consultant where as fusion clothing as already signed a contract with a website development company and pixel avatar has parent company for its website maintenance. The different e-marketing tools used by every small business is not same where as in the two information level companies they implemented any tool but still following the old tradition way of marketing. But the other two small businesses such as fusion clothing and pixel avatar have used pretty much the same type of tools such as the search engine optimization, social media or micro blogging, affiliate marketing. And display ads as these are some of the known e-marketing tools which were been used by the two small business. They have got good response but according to their strategy they are still reluctant to involve completely into this technology. Still they have no idea about which is the right mix in e-marketing strategy. When speaking about the budget allocation pixel avatar and fusion clothing as already started to allocate money to e-marketing because of their entry into the initial level of marketing but they will eventually allocate their entire marketing money if they found the right mix of emarketing tool that fit into their business. Even though pentamine havent allocated any money for e-marketing it will also spend money on e-marketing if they find the right type of technology as pentamine as positioned itself as a online solution company. But in the case of eviska infortech it doesnt need to spend on e-marketing as it has a in stores shop and it has invested in traditional marketing. These are some of the discussion points which show the current position of the small business enterprises. Further case study needs to be done to compare two different small businesses in two different countries. These discussions will eventually leads to more research on this field.5. Conclusion: E-marketing as a concept it is very strong and it has the capacity to bring small business enterprise equal to big business in terms of competition even though small business lacks the required infrastructure and resource to compete with big business. As discussed in my E-marketing: The utilization of e-marketing in small business enterprises 2010 research question the core question of my research can be answered only if those five sub questions were answered. The methods used by small business are pretty simple for eg the affiliate marketing and search engine optimization are some of the tools which are successfully used in a small business. These tools are being used by many small businesses but each small business required the right mix of tools in order to obtain maximum result. As this concept is a relatively new concept it will take time to understand the right strategy. But initial result of the small business shows that they seen a improvement in their performance. The factors which are influencing the adoption of e-marketing is relatively very confusing for a small business as these four small business are in a dilemma whether to fully embrace the concept of e-marketing. But studies shows that the small business are adapting because th