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Transcript of Chapter 5 Electronic Commerce: Strategies for the New Economy Copyright © 2010 by the McGraw-Hill...
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Chapter 5Electronic Commerce: Strategies for the New Economy
Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
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STUDENT LEARNING OUTCOMES1. Define and describe the 9 major e-
commerce business models.
2. Identify the differences and similarities among customers and their perception of value in B2B and B2C e-commerce.
3. Compare and contrast developing a marketing mix in B2B and B2C e-commerce.
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STUDENT LEARNING OUTCOMES4. Summarize ways of moving money in e-
commerce and related issues.
5. Discuss major trends that are impacting both the e-commerce world and society in general.
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WHAT’S REPLACING THE DAY AFTER THANKSGIVING FOR SHOPPING SALES? Black Friday is traditionally a big day for
retailers It’s when Christmas shoppers spend a lot of
money, moving retailers out of the red and into the black
But Black Friday may soon be replaced by Cyber Monday
Cyber Monday is the Monday after Thanksgiving when people go back to work and buy products online
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WHAT’S REPLACING THE DAY AFTER THANKSGIVING FOR SHOPPING SALES? The “e” in e-commerce changes a lot of
things For example, Black Friday is a brick-and-
mortar concept; Cyber Monday is an “e” (electronic) concept
No matter, any kind of commerce is still just commerce
And all businesses must execute well to survive and thrive
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WHAT’S REPLACING THE DAY AFTER THANKSGIVING FOR SHOPPING SALES?1. Do you shop for gifts online? If so, at what
sites and for what occasions?
2. What’s your take on people spending time at work to shop for personal items?
3. How can brick-and-mortar retailers take advantage of Cyber Monday?
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INTRODUCTION
E-commerce is changing everything Electronic commerce (e-commerce)
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INTRODUCTION
But e-commerce is still commerce
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CHAPTER ORGANIZATION
1. E-Commerce Business Models Learning outcome #1
2. Understand Your Business, Products, Services, and Customers
Learning outcome #2
3. Find Customers and Establish Relationships Learning outcome #3
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CHAPTER ORGANIZATION
4. Move Money Easily and Securely Learning outcome #4
5. E-Business Trends Learning outcome #5
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E-COMMERCE BUSINESS MODELS
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B2B E-Commerce
Business to Business (B2B) e-commerce
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B2C E-Commerce
Business to Consumer (B2C) e-commerce
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C2B E-Commerce
Consumer to Business (C2B) e-commerce
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C2C E-Commerce
Consumer to Consumer (C2C) e-commerce
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B2G E-Commerce
Business to Government (B2G) e-commerce
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C2G E-Commerce
Consumer to Government (C2G) e-commerce
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G2B E-Commerce
Government to Business (G2B) e-commerce
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G2C E-Commerce
Government to Consumer (G2C) e-commerce
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G2G E-Commerce
Government to Government (G2G) e-commerce
Vertical govt integration
Horizontal govt integration
)
Mainly about information sharing, not commerce
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UNDERSTAND YOUR BUSINESS, PRODUCTS, SERVICES, & CUSTOMERS To be successful, you must…
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Who Are Your Customers?
Business to Business Other businesses
Business to Consumer Individuals
Each is different and has different needs and wants
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Customer Product and Service Value Perception
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B2C: Convenience Versus Specialty Convenience
Specialty
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B2C: Commoditylike and Digital
Commoditylike
Digital
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B2C: Mass Customization
Mass customization
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B2B: MRO Versus Direct
Maintenance, repair, and operations (MRO) materials (indirect materials)
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MRO Materials
Buyers in B2B make large purchases Can then demand a discount (not true in
B2C) Can team up with other buyers to create
demand aggregation Demand aggregation
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Direct Materials
Direct materials
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Direct Materials
Buyers can participate in reverse auctions for direct materials
Reverse auction
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B2B: Horizontal Versus Vertical
B2B e-commerce takes advantage of e-marketplaces
Electronic marketplace (e-marketplace)
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E-Marketplaces
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Horizontal E-Marketplace
Horizontal e-marketplace
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Vertical E-Marketplace
Vertical e-marketplace
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To Summarize
B2C
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To Summarize
B2B
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FIND CUSTOMERS AND ESTABLISH RELATIONSHIPS
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Business to Consumer
Need to determine your marketing mix Marketing mix
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B2C Marketing Mix Tools
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Registering with Search Engines
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Online Ads
Online ads (banner ads)
Two variations are: Pop-up ad
Pop-under ad
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Online Ads
Banner ad Banner ad for a loan for a loan lending lending servicesservices
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Viral Marketing
Viral marketing
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Affiliate Programs
Affiliate program
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Affiliate Programs
Click-throughs and conversion rates are important
Click-through
Conversion rate
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Affiliate Programs
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Business to Business Marketing
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Business to Business Marketing
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To Summarize
B2C
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To Summarize
B2B
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MOVE MONEY EASILY & SECURELY
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B2C Payment Systems
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Financial Cybermediaries
Financial cybermediary
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Financial Cybermediaries
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Electronic Checks
Electronic check
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Electronic Bill Presentment & Payment Electronic Bill Presentment and Payment
(EBPP)
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Smart Cards
Smart card
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B2C Payment Systems
Must move money and other information such as shipping address
Digital wallets can help Digital wallet
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Digital Wallets
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B2B Payment Systems
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EDI
Electronic data interchange (EDI)
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EDI and a VAN
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Financial EDI
Financial EDI
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Security: The Pervading Concern
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Encryption
Encryption
Often through public key encryption (PKE)
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Public Key Encryption
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Secure Sockets Layers
Secure Sockets Layer (SSL)…
Denoted by lock icon on browser or https:// (notice the “s”)
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Secure Sockets Layers
The “s” in The “s” in https and https and
the padlockthe padlock
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Secure Electronic Transactions
Secure Electronic Transaction (SET)
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To Summarize
B2C
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To Summarize
B2B
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To Summarize
B2C and B2B – security… Overriding concern Encryption, SSLs, SET, and others
5-72
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E-BUSINESS TRENDS
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E-Business Trend - Youth
Screenager
Digital native
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E-Business Trend – M-Commerce
Mobile computing
M-commerce
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E-Business Trend – Long Tail
Long Tail
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E-Business Trend – Long Tail
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E-Business Trend – Long Tail
5-78