e-business

Markedstyper, mekanismer og økonomi

Dias 2 - Markedsføring IV - © Andy Madsen

E-markedspladserTyper af websites

• Corporate website: “A site set up by a company on the Web which carries information and other features designed to answer customer questions, build customer relationships and generate excitement about the company, rather than to sell the company’s products or services directly. The site handles interactive communication initiated by the consumer”.

• Marketing website: “A site on the web created by a company to interact with the consumer for the purpose of moving them closer to purchase or other marketing outcome. The site is designed to handle interactive communication initiated by the company”.(Kotler, Principles of Marketing, 1999, p. 971).

Dias 3 - Markedsføring IV - © Andy Madsen

E-markedspladser

• StorefrontEnkelt firmas website

• MallIndkøbscenter

www.dell.com shopping.ofir.dk

• Generelle, specialiserede, regionale, globale, pure online m.v.

Dias 4 - Markedsføring IV - © Andy Madsen

Informations-portaler

• Kommercielle, coporate, publishing, personal, mobile og voice portaler

www.aau.dk

AalborgUniversitetswebsite

Dias 5 - Markedsføring IV - © Andy Madsen

Flow af produkter og services

• Syndication as an EC mechanism– Syndication:

The sale of the same good (e.g., digital content) to many customers, who then integrate it with other offerings and resell it or give it away free

Dias 6 - Markedsføring IV - © Andy Madsen

Andre mekanismer/muligheder

• E-kataloger

• Search engines og ”intelligent agent”

• Shopping carts

• Auctions

• Bartering (bytte) & negotiating

• M-commerce– PC, TV og mobil smelter sammen

Dias 7 - Markedsføring IV - © Andy Madsen

EC – økonomiske betragtninger

Dias 8 - Markedsføring IV - © Andy Madsen

EC – økonomiske betragtninger

Dias 9 - Markedsføring IV - © Andy Madsen

Impacts of E-Markets:The Changing face of marketing

Dias 10 - Markedsføring IV - © Andy Madsen

Impacts of E-Markets

• Technology and organizational learning—the changing nature of work

• Redefining organizations• New and improved product capabilities• New business models• Improving the supply chain• Impacts on manufacturing

– Build-to-order: Production system in which manufacturing or assembly will start only after an order is received

Dias 11 - Markedsføring IV - © Andy Madsen

Changes in the Supply Chain

Dias 12 - Markedsføring IV - © Andy Madsen

Changes in the Supply Chain