E-commerce in the B2B market: solutions for the point of sale

Abstract

B2B marketing is challenging, presents itself in a very competitive market, and adds to it high sales volumes, greater capacity for expansion, and the possibility of maintaining truly strengthening partnerships for years, which are beneficial for the growth in the market in which it is inserted. The aim of this work is to analyze the subject of a small business and the use of Internet marketing tools in the given subject with the aim of revealing dysfunctional elements, proposing changes in the use of online marketing tools and marketing strategy and thus improving the effectiveness of the ongoing advertising campaign. The work deals with determining attitudes towards online shopping among potential customers using a questionnaire and obtaining a statistical interpretation of data, which is important for categorizing customers into target groups, taking into account the price and product policy of the store. This data is used to create an appropriate pricing policy and to target advertising. Also in the practical part, the task is to analyze the existing promotion of the company using Internet marketing tools and propose changes