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Southwest Airlines. Essay

3567 words - 14 pages

Introduction.Technology, globalization, and market deregulation are the most influential forces reshaping the world economy. Specifically, digitalization, connectivity, customization, customerization, and industry convergence are the drivers of this new economy. The Internet or "information highway" is able to dispatch bits of information at incredible speeds from one location to another. New technology has led thousands of new entrepreneurs to launch "dot-com" companies with the hopes of striking gold. The first movers in e-commerce experiencing unmeasurable success and recognition such as AOL, Amazon, Yahoo, ebay, Etrade, and others put enormous pressure on the already established brick and mortar companies that had thrived. Music and bookstores, travel agents, and car dealers all fear for the future as the e-commerce boom continues to grow.As the shift from the old economy to the new economy continues, a new set of beliefs and practices is emerging. It is clear that more focus is going to the customer's needs and desires. In the past it was evident that the financial score card was a benchmark for evaluation, but with the new economy, it is the marketing scorecard to be more focused upon. As a marketing venture to gain more exposure in the industry or industries of choice and to provide a customer oriented interface moves forward, more and more companies have chosen to indulge in e-commerce as a platform to conduct business.E-commerce describes the use of electronic means to conduct a company's business. In addition to providing company information, history, policies, products, and job opportunities, the company offers to transact or facilitate the selling of products and services online. "E-commerce takes place over four major Internet domains: B2C (business to consumer), B2B (business to business), C2C (consumer to consumer), and C2B (consumer to business)."Business to consumer is perhaps the most recognized form of e-commerce to the average consumer. Matching the site to the customer's needs is the key ingredient for this type of marketing and business mix. Business to business commerce is changing the relationship between suppliers and customers in monumental ways as it actually surpasses B2C commerce by 10 to 15 times. Invoices that used to cost upwards of $100 will now cost companies $20. An important buying influence has emerged with the practice of consumer-to-consumer business. With the availability of chat service such as AOL instant messenger, consumers are able to easily trade and share their product reviews and preferences. It is giving word of mouth advertising a whole new description..."word of web".In a 1998 article written by Patricia Seybold about success in e-commerce, she sites the critical success factors of over 40 e-commerce companies:1. Targeting the right customer2. Owning their total experience3. Streamlining practices that affect the customer4. Provide a 360 view of the customer relationship5. Let the customers help...

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