chapter 10.pptx
TRANSCRIPT
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Copyright2013DorlingKinders
ley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
E-COMMERCE: DIGITAL MARKETS,
DIGITAL GOODS
Chapter 10
VIDEO CASESCase 1: M-Commerce: The Past, Present, and FutureCase 2: Ford AutoXchange B2B Marketplace
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Copyright2013DorlingKinders
ley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
What are the unique features of e-commerce, digital markets,and digital goods?
What are the principal e-commerce business and revenuemodels?
How has e-commerce transformed marketing? How has e-commerce aected business-to-business
transactions?
What is the role of m-commerce in business and what are themost important m-commerce applications?
What issues must be addressed when building ane-commerce Web site?
Learning Objeti!e"
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
Problem - Dierentiate a burger restaurants services incrowded marketplace !"anhattan#
$olution % &tili'e social networking and crowdsourcing formarketing and services
(rdering via iPad, online)ustomers can create and name own sandwiches
*witter, +acebook, +oursquare integration
llustrates &se of information s.stems to create new productsand services
Demonstrates &se of social networking technologies asmarketing tool
#$OOD: %&rger" G' S'ia(
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
/-commerce toda.
&se of the nternet and Web to transact business0 digitall.enabled transactions
1egan in 2334 and grew e5ponentiall., still growing even in a
recession)ompanies that survived the dot-com bubble burst and nowthrive
/-commerce revolution is still in its earl. stages
E-'))ere an* the Internet
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
E-'))ere an* the Internet
T+E GROT+ O$ E-COMMERCE
6etail e-commerce revenues grew 24%74 percent per .ear until the recession of7889%7883, when the. slowed measurabl.: n 7828, e-commerce revenues aregrowing again at an estimated 27 percent annuall.:
$IGRE 10-1
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
Wh. e-commerce is dierent % 9 unique features
&biquit. nternet;Web technolog. available ever.where work, home,
etc:, an.time:
/ect "arketplace removed from temporal, geographic
locations to become
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
9 unique features !cont:#
>lobal reach *he technolog. reaches across national boundaries, around
/arth
/ect )ommerce enabled across cultural and national
boundaries seamlessl. and without modication
"arketspace includes, potentiall., billions of consumersand millions of businesses worldwide
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
9 unique features !cont:#
&niversal standards (ne set of technolog. standards nternet standards
/ect
Disparate computer s.stems easil. communicate witheach other
@ower market entr. costsAcosts merchants must pa.to bring goods to market
@ower consumers search costsAeort required to nd
suitable products
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
9 unique features !cont:#
6ichness $upports video, audio, and te5t messages
/ect
Possible to deliver rich messages with te5t, audio, andvideo simultaneousl. to large numbers of people
Bideo, audio, and te5t marketing messages can beintegrated into single marketing message andconsumer e5perience
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
9 unique features !cont:#
nteractivit. *he technolog. works through interaction with the user
/ect
)onsumers engaged in dialog that d.namicall. adCustse5perience to the individual
)onsumer becomes co-participant in process ofdelivering goods to market
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Copyright2013DorlingKinder
sley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
9 unique features !cont:#
nformation densit.
@arge increases in information densit.Athe total amount and qualit. ofinformation available to all marketparticipants
/ect >reater price transparenc.
>reater cost transparenc.
/nables merchants to engage in pricediscrimination
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Copyr
ight2013DorlingKinder
sley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
9 unique features !cont:#
Personali'ation;)ustomi'ation *echnolog. permits modication of messages, goods
/ect
Personali'ed messages can be sent to individuals aswell as groups
Products and services can be customi'ed to individualpreferences
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Copyr
ight2013DorlingKinder
sley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
9 unique features !cont:#
$ocial technolog. *he technolog. promotes user content generation and social
networking
/ect ew nternet social and business models enable user
content creation and distribution, and support socialnetworks
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Copyr
ight2013DorlingKinder
sley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
Ee. concepts in e-commerce
Digital markets reduce nformation as.mmetr.
$earch costs
*ransaction costs "enu costs
Digital markets enable
Price discrimination
D.namic pricing
Disintermediation
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Copyr
ight2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
E-'))ere an* the Internet
T+E %E.E$ITS O$ DISI.TERMEDIATIO. TO T+E CO.SMER
*he t.pical distribution channel has several intermediar. la.ers, each of whichadds to the nal cost of a product, such as a sweater: 6emoving la.ers lowersthe nal cost to the consumer:
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
Ee. concepts in e-commerce
Digital goods >oods that can be delivered over a digital network
/:g: "usic tracks, video, software, newspapers, books
)ost of producing rst unit almost entire cost of productmarginal cost of 7nd unit is about 'ero
)osts of deliver. over the nternet ver. low
"arketing costs remain the same0 pricing highl. variable
ndustries with digital goods are undergoing revolutionar.
changes !publishers, record labels, etc:#
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
*.pes of e-commerce
1usiness-to-consumer !17)#
1usiness-to-business !171#
)onsumer-to-consumer !)7)#
"obile commerce !m-commerce#
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
/-commerce business models
Portal
/-tailer
)ontent Provider
*ransaction 1roker"arket )reator
$ervice Provider
)ommunit. Provider
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
Read the nteract!"e #ess!on and d!scuss the $ollo%!ng &uest!ons
%a"e* 'n '&r rea*ing in thi" hapter, h''&(* '& harateri2e Titter3" b&"ine""
)'*e(4 I5 Titter i" t' ha!e a re!en&e )'*e(, hih '5
the re!en&e )'*e(" *e"ribe* in thi" hapter'&(* 'r64
hat i" the )'"t i)p'rtant a""et that Titterha" an* h' '&(* it )'neti2e thi" a""et4
hat i)pat i(( a high &"t')er h&rn rateha!e 'n Titter3" p'tentia( a*!erti"ing
E-'))ere: %&"ine"" an* Tehn'('g
TITTER SEARC+ES $OR A %SI.ESS MODEL
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
/-commerce revenue models
Fdvertising
$ales
$ubscription
+ree;+reemium*ransaction +ee
FGliate
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
"ost popular Web 7:8 service social networking
$ocial networking sites sell banner ads, user preferenceinformation, and music, videos and e-books
$ocial shopping sites
$wap shopping ideas with friends !Eaboodle, *hise5t# Wisdom of crowds;crowdsourcing
@arge numbers of people can make better decisions abouttopics and products than a single person
Prediction markets
Peer-to-peer betting markets on specic outcomes !elections,sales gures, designs for new products#
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Copyright2013DorlingKindersley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
Read the nteract!"e #ess!on and d!scuss the $ollo%!ng &uest!ons
hat 'nept" in the hapter are i((&"trate* in thi"a"e4
De"ribe the ea6ne""e" '5 $aeb''63" pri!ap'(iie" an* 5eat&re"7 hat )anage)ent,'rgani2ati'n, an* tehn'('g 5at'r" ha!e'ntrib&te* t' th'"e ea6ne""e"4
Li"t an* *e"ribe "')e '5 the 'pti'n" that $aeb''6
)anager" ha!e in ba(aning pri!a an*pr'8tabi(it7 +' an $aeb''6 better "a5eg&ar*&"er pri!a4 hat '&(* be the i)pat 'n it"pr'8tabi(it an* b&"ine"" )'*e(4
D' '& antii ate that $aeb''6 i(( be "&e""5&( in
E-'))ere: %&"ine"" an* Tehn'('g
$ACE%OOK: MA.AGI.G OR ;RIVAC $OR T+EIR ;RO$IT
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Copyright2013DorlingKinde
rsley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
/-commerce marketing
nternet provides marketers with new wa.s of identif.ing andcommunicating with customers
@ong tail marketing Fbilit. to reach a large audienceine5pensivel.
1ehavioral targeting *racking online behavior of individualson thousands of Web sites
Fdvertising formats include search engine marketing, displa.ads, rich media, and e-mail
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Copy
right2013DorlingKinde
rsley(India)Pvt.Ltd.
Manageent In!oration "ystes# Managing the Digital $ir% 12e &'thors# Kenneth C. La'don and (ane P. La'don
E-'))ere: %&"ine"" an* Tehn'('g
E% SITE VISITOR TRACKI.G
/-commerce Web sites have tools to track a shoppers ever. step through anonline store: )lose e5amination of customer behavior at a Web site sellingwomens clothing shows what the store might learn at each step and whatactions it could take to increase sales:
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