Post on 14-Dec-2015
transcript
MGMT 661 - Summer 2012Night #6, Part 2
Definition of E-Commerce:commerce that is transacted electronically,
usually over the Internet
textbook Figure 10-1
Some StatsFirst quarter 2011 e-commerce estimate increased
17.6 percent from the first quarter of 2010.
First quarter 2012 e-commerce estimate increased 15.4 percent from the first quarter of 2011.
Total retail sales increased 6.5 percent from Q1 2011 to Q1 2012.
E-commerce sales in Q1 of 2012 = $53.2 Billion
Total Retail Sales in Q1 of 2012 = $1,083 Billion
So, E-Commerce = 4.9% of sales
http://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf
What is unique about E-Commerce?Internet is ubiquitous
Internet works the same everywhere (IEEE standards)
Low market entry costs
Unique Marketing AbilitiesMulti-mediaTargeted messages to Individuals
Easy for consumers to find pricing informationmore Information Symmetry
Internet Business ModelsVirtual StorefrontInformation BrokerTransaction BrokerOnline MarketplaceService ProviderSocial Network
Google Revenue by Source
http://milehighseo.org/wp-content/uploads/2012/04/google-qtr1-fy2012-revenue.png
AdWordsAdWordsGoogle's main source of revenue
you bid on terms and then pay-per-click
whoever pays the most has their ad on top
you can use "frequency capping"
other advertising services:AdSense - buy terms on non-google.com sitesbanner ads on their content sites (eg youtube)certified Google Advertising Professionals
Important Concepts (Buzzwords)Types of E-Commerce
B2CB2BC2C
Clickstream TrackingB2B data sharing methods
Electronic Data Interchange"Public" ExchangePrivate Exchange
M-CommerceAdvantages:
even more ubiquitous B2C commerceGPS enables very targeted marketingnew digital goods, e.g. ringtones and games
Challenges:mobile devices' display and input ≠ PC screen and
keyboardeven more ubiquitous
Geek Speak TimeClient-Side Processing
JavaScript = instructions that run inside your browser
can track your mouse, read and write cookies, etc
Server-Side Processingprocesses data from your browser to create a
unique response
Next Class...Next Class...Decision Support SystemsKnowledge Management Systems
Paper Ideas from tonight:Case Study : UPS Supply Chain ServicesCase Study : Oracle Accelerate (for mid-sized
companies)
Survey of CRM systemsAdWords: selecting keywords, how much to pay