Marketing functions and B2C e-marketplaces: An exploratory analysis

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Journal of Marketing Channels Pub Date : 2020-10-01 DOI:10.1080/1046669x.2020.1828687

Tobias Naujoks

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引用次数: 1

Abstract

Abstract Business-to-consumer e-marketplaces are an important and fast-growing distribution channel. Nevertheless, there is a lack of literature that attempts to describe and classify business-to-consumer e-marketplaces and to analyze their role in the distribution channel. This article seeks to address this deficiency and to add clarity to our understanding of these two-sided platforms. A new innovative marketing functions concept is developed: the PILT framework. It consists of four main functions—product, information, logistics, and transaction—and ten subfunctions. Applying this framework reveals that business-to-consumer e-marketplaces are infomediaries, completely fulfilling only information functions. All other functions must be managed by the sellers themselves or outsourced to other intermediaries such as logistics companies or banks. A case study of Amazon and Walmart Marketplace is presented to further illustrate the PILT framework. It reveals that Amazon Marketplace fulfills more marketing functions than Walmart Marketplace, which may be an important success factor for B2C e-marketplaces.

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营销功能与B2C电子市场：探索性分析

企业对消费者的电子市场是一个重要的、快速增长的分销渠道。然而，缺乏文献试图描述和分类企业对消费者的电子市场，并分析他们在分销渠道中的作用。本文试图解决这一不足，并使我们对这些双边平台的理解更加清晰。提出了一种新的创新营销功能概念:PILT框架。它由四个主要功能——产品、信息、物流和交易——和十个子功能组成。应用这个框架表明，企业对消费者的电子市场是信息中介，完全只实现信息功能。所有其他功能必须由卖方自己管理或外包给其他中介机构，如物流公司或银行。通过对亚马逊和沃尔玛市场的案例研究，进一步说明了PILT框架。这表明亚马逊市场比沃尔玛市场实现了更多的营销功能，这可能是B2C电子市场成功的重要因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.