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Create Technological Advantages
Chapter 11
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Details It's the little details that are vital. Little
things make big things happen. ~John Wooden
Beware of the person who can't be bothered by details. ~William Feather
Excellence is in the details. Give attention to the details and excellence will come. ~Perry Paxton
Never neglect details. When everyone's mind is dulled or distracted the leader must be doubly vigilant. ~Colin Powell
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Consumer Decision Making
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Doing Business Online Research minor and major league team websites
of your choosing. Identify WebPages that illustrate either positive
or negative examples for one of the checkpoints for each of the stages in the decision-making process for online shoppers (Table 11.1). Take screenshots of pages (hit <alt> and <print screen> and
then copy/paste to document) to demonstrate digitally (ppt’s) For each checkpoint illustrated, note what is good
or bad about the way the team has designed the website.
The following slides offer examples of what you might find.
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Stage 1: Need Recognition: Provide product-related appetizers such as sales items, hot products, or product recommendation. www.MLB.com prominently features product specials on the league homepage.
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Stage 2: Information
Search: provide its own product
search function.--The product
search function is easy to find at top
of the www.nflshop.com
page.
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Stage 3: Information Evaluation: --Provide help or info to assist customers in evaluating alternatives.--Provide links to locations that have endorsements from other customers. Limited product info & no endorsements on the ECHL website.
--Have pictures that demonstrate true colors of the merchandise. The pictures online do not look like actual pictures of the product. Enlarged pictures do not provide enough detail.
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Stage 4: Purchase Decision
--Have a mechanism for customers to
track their orders.The
www.shopnhl.com website for each
team provides clear directions on how to
track customer orders.
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Stage 5: Post-purchase Behavior--Provide online support or other means of communicationThe www.fwcatsstore.com shop only provides an email submission (with no direct email & no phone number). No information is provided about other retail outlets. If they don’t exist, then online store should promote “only available online.”--Provide money back guarantee (stage 4, but also influences stage 5)The return policy is restricted, placing a significant burden on the customer (tags attached, correct packaging, customer pays shipping; receipt copy). Confirmed customer purchase info should be part of database info.
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Group Assignments
Need Recognition: Team 1Information Search: Team 2Alternative Evaluation: Team 3Purchase Decision: Team 4Post-Purchase: Team 5
Using Table 11.1 as a guide, find sports-related
online stores that do a good job and bad at this stage. Report back in 10-
15 minutes.
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Technology Adoption
In terms of technology adoption, what difference does it make where you are personally?
How does a manager’s personal innovativeness influence the organization’s technology adoption?
InnovatorEarly Adopter
Early Majority
Late Majority
Laggard
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Technology Acceptance
How and why do you think fans will adapt to the use of RFID in the use of tickets, credentials, and purchases?
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British Sign Humor
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The End