1
MAR 4933-002
E-Commerce Marketing
Fall 2002—TampaCommunity, Word of Net
Rich GonzalezSeptember 18, 2002 (Week 4 Wednesday)
2
For Site/Model Evaluation # 12 Irina
# 13 Sean# 14 Joe W.# 15 Lisa# 16 Joe B.
Today: Please peruse Nielsen & Tahir book:Homepage Usability
3
URLs (We’ll probably Visit Today)
www.absolut.com www.carpoint.com
www.bizrate.com www.flyertalk.com online.wsj.com/article/0,,SB1031791804732353075,00.html?mod=srecommece20026%5F2
google.com------Groups
feedback on ebay outlook mailbox
4
Agenda September 18, 2002
WSJ Online PayPal--finish Community Usability Due For September 23
5
For Today
Start WSJ Online 1. Create a profile of topics—Spend
1 hour online 2. Have one article from WSJ that
relates to e-commerce 3. Send title to the listserv with brief
description
6
For September 23
1. Read “Are Bots Legal?” by Phyllis Plitch in WSJ.
2. Send any comment/opinion the listserv
7
For September 23
Analysis Paper # 2
8
OK, Let’s Start
9
Feedback on eBay Community Self Policing Information Facilitation Trust
10
ebay.com How do they do this?
1. Technology 2. Customer Orientation 3. Information Usage 4. Value 5. Community 6. Fun
11
PayPal.com How do they do this?
1. Technology network 2. Convenience for customers 3. Security 4. Speed 5. Strategic Partnering with eBay 6. Trust 7. Availability/access
In Class Exercise
12
13
Framework for MO: Microsoft CarPoint Example
Leverage the Internet to Improve the Consumer Car-Buying Process
Leverage the Internet to Improve the Consumer Car-Buying Process
Car Buyers Are Dissatisfied With Current Retail Car Buying Process
Car Buyers Are Dissatisfied With Current Retail Car Buying Process
Shoppers Who Feel Intimidated by Sales People and Look for More Efficient Way Shoppers Who Feel Intimidated by Sales People and Look for More Efficient Way
Microsoft’s Software and Free Placement on All Its Websites
Microsoft’s Software and Free Placement on All Its Websites
How Big Is the Online Car-Buying Market? Who Are CarPoint’s Main Competitors?
How Big Is the Online Car-Buying Market? Who Are CarPoint’s Main Competitors?
Make Go / No-Go AssessmentMake Go / No-Go Assessment
• MSN CarPoint identified an opportunity to leverage the Internet to deliver customer value in the car industry
• The retail car-buying process was frustrating and inefficient:
• Little information available to the consumer• Bargaining with salesperson viewed as a hassle• Long process overall
• MSN CarPoint selected two primary target segments for its service:
• “The intimidated by the process”• “The information seekers”
• MSN CarPoint could leverage Microsoft’s expertise in software development, the Microsoft brand name and its multitude of online properties
• Competition was getting fierce with more and more online car services entering the market• But the financial opportunity was large: 66% of new car buyers used online services in 2000
• In 1996 the first version of CarPoint was shipped• By 2000, CarPoint was driving $15 million in car sales a day
14
Customer Orientation A philosophy incorporating the marketing
concept that emphasizes first identifying unmet needs, then satisfying them.
Marketing Mantra: Know your customer(s). http://online.wsj.com/public/contact_us?
page=Contact+Us
15
Customer Orientation
http://online.wsj.com/public/contact_us?page=Contact+Us
http://www.absolut.com
16
Customer Satisfaction Definition
Performance – Expectations = CS
17
Customer Decision Process Origination (Recognize Problem) Information Gathering Evaluation Purchase Decision Post-purchase Results
18
Customer Decision Process Watch the Traffic Polling Review Customer Service E-Mail Community
19
Customer Behavior “it’s not that people are lazy but
that they are looking for convenience.”
They are also looking for security.
20
Usability Guidelines (selected)
Communicating Site’s Purpose Communicating Firm’s Information Navigation Search Advertising Customization Fostering Community
21
Consumers Want: Trust Information Expectations
Internet sites that grade online retailers... With so many sites, though, and so little uniformity, consumers can find such research confusing.”
22
Rating Sites: www.bizrate.com www.dealtime.com shopping.yahoo.com www.pricegrabber.com www.cnet.com
23
24
Word of Net Fast Wide Accurate? Controllable? Important? How?
25
FlyerTalk Business Professionals Airline Loyalty Programs Rules, Benefits, Gimmicks Community (talk, chat, etc.) www.flyertalk.com
26
Good Criteria For Any Site Criteria:
Business ModelTechnologyMissionTarget MarketCustomer Benefits
27
Analysis Paper # 2 Subject: Buying a Digital Camera Parameters: Your Needs and $100-$425 Context: Community & WON Criteria: (use bolded headings)
Requirements(technical & other)
Brand and Model (specific)
Price InformationWON Information--Quality
Length: 1.5 Pages -------125 points Due on Monday ------Hard Date (Sep 23)
28
29
Google Groups demo this
10 Bonus Points---Particpation
30
End Here