Chapter 10.pptx

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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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ley(India)Pvt.Ltd.


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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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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/-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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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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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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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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&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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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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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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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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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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$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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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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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:

$IGRE 10-/


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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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*.pes of e-commerce

1usiness-to-consumer !17)#

1usiness-to-business !171#

)onsumer-to-consumer !)7)#

"obile commerce !m-commerce#

E-'))ere: %&"ine"" an* Tehn'('g


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/-commerce business models

Portal

/-tailer

)ontent Provider

*ransaction 1roker"arket )reator

$ervice Provider

)ommunit. Provider



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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


TITTER SEARC+ES $OR A %SI.ESS MODEL


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/-commerce revenue models

Fdvertising

$ales

$ubscription

+ree;+reemium*ransaction +ee

FGliate



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"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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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


$ACE%OOK: MA.AGI.G OR ;RIVAC $OR T+EIR ;RO$IT


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/-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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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:

$IGRE 10-&6/ 28-22

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Chapter 10.pptx

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