E-Markets in the Battle Zone Between Relationship and Transaction Marketing!

摘要

Buyers are increasingly turning to online applications in their negotiations with suppliers. This means that more and more suppliers are facing the demands to negotiate and trade via e-markets, auctions and e-procurement systems etc. Special types of e-markets are working as trartsactional forums, increasing competition and resulting in an intense focus on price, whereas other types of e-markets support collaborative long-term relationships. From a marketer's perspective the two different outcomes of e-market participation demands special strategies and approaches. This paper describes and analyses the impact of buyers using reverse auctions in their negotiation with suppliers and outlines four potential, strategic possibilities as answers to the competitive landscape created by reverse auction participation. The paper covers the rationale for, and theories of, transactional and relational marketing followed by a company case, finally we discuss potential solutions.