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The Role of Information Technology in B2B Marketing.

1. What are the main uses of information technology in B2B marketing?

Information technology, in any business function, exists to enabling device. It is not an end but rather a means. With regards to leveraging information technology in business-to-business marketing, information technology can enable the following tasks:

1 Lowering search costs - With technology and the internet in particular, it becomes quite easy to research products and compare features and, in many cases, prices. Without the use of technology, comparison shopping could take many phone calls or involve days of work.

2 Generating leads - With databases that can contain massive amounts of data, one can identify qualities of a businesses best qualities and then simply query the database for parameters that match. In addition, if a consumer is searching the internet for specific product or for a specific solution, a website that is enable to collect information for within 24-hour followup by a company representative can be a powerful means to court prospective customers.

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3 Managing customer relationships - Most business interact with hundreds if not thousands of customers daily. The only way to collect and managing this quantity of data and leverage it is to intelligently employ information technology.

4 Extending the brand - With the internet, it becomes relatively simply to put a message to potentially millions of people who want to know more about your products, services or company. The internet becomes not just and product information tool but one that can be a project information tool as people buy solutions. This type of strategy empowers consumers and helps to form a deeper relationship with the company.

2. What role has information technology played in the globalization of markets?

Information technology has furthered the advancement of global markets. Businesses are essentially run on information. Though a company may sell hamburgers or aircraft, the key to managing business relationships is to be have the ability to know what has happened and what is happening in order to influence what will happen. This is the processes that information management enables. As a result of the widespread use of personal computers and software applications such as Excel and Access as well as the network driven applications, managers now have the ability to both monitor and analyze the large amounts of data that result from even a moderately sized business operation.

As an example, consider that each WalMart store has at least $100,000,000 in annual sales. There are over 1,500 WalMart stores and over 1,500 WalMart SuperCenters. Each store stocks at least 10,000 different items and up to 1-2 dozen of each item. WalMart utilizes a proprietary database system, RetailLink, to monitor this internally as well as allowing suppliers to see their own items. This system reports not only sales in units and dollars but units instock, on order and additional supply chain information. With this type of information, WalMart not only can determine what seasonality existed in the past but can actively manage information today and can plan much more effectively and efficiently for tomorrow.

3. How has the emergence of information technology impacted on supply chain relationships?

Information technology has, like other business functions, revolutionized the supply chain. It has done this not through the change of fundamental activities but rather through how the processes are managed.

Manufacturers

Shippers

Distribution Center

Retailer

Greater ability to anticipate demand and track product through sale

Ability to plan and schedule loading more efficiently

Ability to keep track of where items are in a warehouse

Ability to analyze point of sale data and make almost instantaneous adjustments.

At each point in the above 'supply chain table', efficiencies are gained. By knowing what the current sell-thru rate is, enabled through either the retailer's POS system or the manufactures sell-in data, the manufacturer can better anticipate and meet demand and, schedule production activities accordingly.

Shippers, by better understanding the exact load characteristics, can maximize loading efficiency and, even more importantly, manage to create back-haul efficiencies due to the rapid transfer of information.

Distribution centers are huge warehouses, far exceeding 250,000 square feet in which products are stored temporarily as a buffer between manufacturer and retailer. Information technology enables the efficient storage of information such as the item warehouse inventory level and where it is.

As mentioned previously, POS data systems store massive amounts of data for which, which tools such as pivot tables or Access queries, it would be nearly impossible to review this massive amount of information for actionable items.

4. What are the key implications of the expected replacement of barcode technology with RFID(Radio Frequency Identification) tags for B2B marketers?

There are a number of implications for each constituency group with regards to RFID implementation. Marketers in particular with acquire better information that can yield greater efficiencies. For example, the bane of marketing (once a product in sold in) is out of stock issues. RFID Tags will reduce this as lead times will be pinned down with much greater precision, stock will not be unlocatable in the back, instocks will be accurate close to 100% of the time and shrinkage will be reduced (eventually allowing lower prices... or higher margins).

Along with these wonderful benefits comes the other side of the equation, costs. In most every foreseeable case, certainly with Wal-Mart, the world's largest retailer, the costs will be passed on to the manufacturer. If such costs are to be recovered through better instocks and other efficiencies throughout the supply chain, the manufacturer will have the leverage this information and take action.

With the idea that costs must be recovered, an item with $10,000 in annual sales that achieves an average instock of 93% could likely achieve 99.5% with RFID. Such a gain would yield a $6,500 gain for just one year for just one item. Consider manufacturers such as Procter & Gamble, 3M, Unilever, Rayovac or many other top vendors to Wal-Mart such as gain on even just a few of the scores of products sold at Wal-Mart alone would more than pay for the initial investment of RFID technology.

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