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    Chap 09 - IT

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    pronab sarker

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    © All Rights Reserved
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    Chap 09 - IT

    Uploaded by

    pronab sarker
    29 views15 pages

    Original Title

    Chap 09- IT

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    Copyright:

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    29 views15 pages

    Chap 09 - IT

    Uploaded by

    pronab sarker

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 15

    Chapter

    9
    e-Commerce Systems

    McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
    Learning Objectives

    • Identify the major categories and trends of


    e-commerce applications
    • Identify the essential processes of an
    e-commerce system, and give examples of
    how they are implemented in e-commerce
    applications
    • Identify and give examples of several key
    factors and Web store requirements need
    to succeed in e-commerce

    9-2
    Learning Objectives

    • Identify and explain the business value of


    several types of e-commerce marketplaces
    • Discuss the benefits and trade-offs of
    several e-commerce clicks and bricks
    alternatives

    9-3
    Access Control and Security

    • E-commerce requires mutual trust and


    secure access
    – User names and passwords
    – Encryption key
    – Digital certificates and signatures
    • Restricted access areas
    – Other people’s accounts
    – Restricted company data
    – Webmaster administration areas

    9-4
    Profiling and Personalizing

    • Profiling captures behavior and choices


    – User registration
    – Cookie files and tracking software
    – User feedback
    • Profiling is used for
    – Personalized (one-to-one) marketing
    – Authenticating identity
    – Customer relationship management
    – Marketing planning
    – Website management

    9-5
    E-Commerce Success Factors

    • Selection and value


    • Performance and service
    • Look and feel
    • Advertising and incentives
    • Personal attention (one-to-one marketing)
    • Community relationships
    • Security and reliability

    9-6
    Developing a Web Store

    • Build a website
    – Choose or set up web hosting
    – Use simple design tools and templates
    – Include a shopping cart and payment support
    • Market the website
    – Include Web page and e-mail advertising
    and promotions
    – Exchange advertising with other Web stores
    – Register with search engines and directories
    – Sign up for affiliate programs

    9-7
    Serving Your Customers

    • Convert visitors into loyal customers


    – Develop one-to-one relationship with customers
    – Create incentives to encourage registration
    – Use Web cookies to identify visitors
    – Use tracking services to record and analyze
    website behavior and customer preferences
    – Create an attractive, friendly, efficient store
    – Offer fast order processing and payment
    – Notify when orders are processed and shipped
    – Provide links to related websites

    9-8
    Managing a Web Store

    • Manage both the business and the website


    – Record and analyze traffic, inventory, sales
    – Use CRM features to help retain customers
    – Link sales, inventory data to accounting
    systems
    • Operate 24 hours a day, seven day a week
    • Protect transactions and customer records
    – Use security monitors and firewalls
    – Use redundant systems and power sources
    – Employ passwords and encryption
    – Offer 24-hour tech support

    9-9
    B2B E-Commerce

    • Wholesale and supply side


    – Businesses with other businesses
    • Relies on multiple technologies
    – Catalog systems
    – Trading systems
    – Data interchange
    – Electronic funds transfers

    9-10
    E-Commerce Marketplaces

    • One to Many
    – Sell-side marketplaces
    – One supplier dictates product offerings and
    prices
    • Many to One
    – Buy-side marketplaces
    – Many suppliers bid for the business of a buyer
    • Some to Many
    – Distribution marketplaces
    – Unites suppliers who combine their product
    catalogs to attract a larger audience
    9-11
    E-Commerce Marketplaces

    • Many to Some
    – Procurement marketplaces
    – Unites major buyers who combine catalogs
    – More competition
    – Lower prices
    • Many to Many
    – Auction marketplaces
    – Dynamically optimizes prices

    9-12
    Other Clicks and Bricks Strategies

    • Partial e-commerce integration


    – Joint ventures and strategic partnerships
    • Complete separation
    – Spin-off of an independent e-commerce
    company
    • Barnes and Noble’s experience
    – Spun off independent e-commerce company
    – Gained venture capital, entrepreneurial culture,
    and flexibility
    – Attracted quality management
    – Accelerated decision making
    – Failed to gain market share
    9-13
    E-Commerce Channel Choices

    • An e-commerce channel is the marketing or


    sales channel created by a company for its
    e-commerce activities
    – No universal strategy or e-commerce channel
    choice
    – Both e-commerce integration and separation
    have major business benefits and shortcomings
    – Most businesses are implementing some
    measure of clicks and bricks integration

    9-14
    E-Commerce Strategy Checklist

    • Questions to ask and answer


    – What audiences are we attempting to reach?
    – What action do we want those audiences to
    take?
    – Who owns the e-commerce channel within the
    organization?
    – Is the e-commerce channel planned alongside
    other channels?
    – Is there a process for generating, approving,
    releasing, and withdrawing content?
    – Will our brand translate to the new channel?
    – How will we market the channel itself?
    9-15

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