Business

Customers make their decision based on a number of factors. In this regard, organizations have put in place various techniques which are aimed at enhancing consumers buying habits. In this way, companies are guaranteed of meeting the needs of the consumers, increasing profits and enhancing customers satisfaction. This paper will analyze how e-marketing re-defines various organizations. Likewise, the paper will discuss how companies apply intervening variables to influence consumer behavior.

Intervening variables are hypothetical internal factors that are used in describing the relationship between observed variables. It also entails comparison of dependent and independent variables so as to determine the interconnection between two variables. In this regard, firms make use of intervening variables to influence customer decision-making processes (Lenskold, 2003).This is based on the fact that marketers have to think about the entire buying process adopted by a large number of consumers if they desire to have an impact in the customers purchasing behavior. Recognition of consumers needs is the first step in the process of the buying behavior. This implies that marketers must be sure of what is needed by their clients so as to provide products which are relevant. The second step is searching for information. This involves the time, situation and circumstances under which customers purchase more products. For example, there is a direct relationship between the income level and the customers purchases in that holding other things constant when income increases, consumers purchases increases (Kotler, 2007)

E-marketing is a marketing strategy that involves exchange of goods and services through the internet. As a result of increased use of internet as a means of advertising and promotion, organizations have adopted online marketing as an avenue through which they can effectively reach their customers globally.

E-marketing also gives small businesses a chance through which they can effectively penetrate the global market. With the use of websites, it is imperative to note that however small a firm is, the information regarding its products will definitely reach large number of consumers globally (Turbin, 2009).This makes them have a competitive advantage over other big organization who does not emulate online marketing.

Conclusion
From the above discussion, it is quite clear that it is only through effective application of marketing strategies such as e-marketing that will make organization thrive in the current cut throat competition in the business world. According to my view, firms which are targeting global market should allocate more financial resources in order to meet the challenges associated with going global.