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E-commerce


Name : Dr. Nasim Z. Hosein

E-Mail : nhosein@northern.edu

Phone number : 605-626-7724
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Agenda
Marketing
Commerce
History of Internet
Computer, Networks
Intro to E-commerce
History of E-commerce
WWW
What is E-commerce
Forces shaping E-commerce
E-commerce today
Categories of E-commerce
What is a web based business
E-commerce marketing strategies
Setting up for E-marketing (online)
Benefits of E-commerce
Strategy Formulation
Business Model

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Definition of Marketing
Philip Kotler
Social and Managerial process by which
individuals and groups obtain what they need
and want through creating, offering, and
exchanging products of value with others.
This definition rests on the following core
concepts: needs, wants, demands, products, value,
cost and satisfaction, exchange and transactions,
relationships and networks, markets, marketers and
prospects.
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Definition (cont)
Needs exist in biology they are not
created by marketers i.e. shelter, food,
clothing, safety, belonging, esteem
Wants Need food want hamburger, fries,
coke.
Desire Wants for specific products
backed by an ability and willingness to buy
them
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Definition of Commerce
The exchange of goods and services for
money
Consists of:
Buyers - these are people with money who
want to purchase a good or service.
Sellers - these are the people who offer
goods and services to buyers.
Producers - these are the people who
create the products and services that sellers
offer to buyers.

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Elements of Commerce
You need a Product or service to sell
You need a Place from which to sell the products
You need to figure out a way to get people to
come to your place.
You need a way to accept orders.
You also need a way to accept money.
You need a way to deliver the product or service,
often known as fulfillment.
Sometimes customers do not like what they buy,
so you need a way to accept returns.
You need a customer service and technical
support department to assist customers with
products.
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History of The Internet
Started as a US government project in
1969.
The purpose was to create a net that can
function even if one center is destroyed in
a military attack.
- Hub and spokes can be useless if the hub is
destroyed.
- Network can continue to be functional even if
some nodes are destroyed, as long as
information can pass through other nodes.
Effective in 1971 with computers on both
coasts of the US.
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In the 1980s
Personal computers or terminals were
connected to a server.
The server was a mainframe, or connected
to a mainframe computer.
The mainframe was connected to another
mainframe of the company in another
location via dedicated lines.
Only large companies could afford the
expense and investment in equipment.
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Today
Connections across countries and
continents made through dedicated fast
lines.
A company may have one local network
(LAN) in NY, which is connected to the
Internet through a Regional network.
Well established in N.A., Europe and
certain Asian countries

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Computer classifications
Mainframes:
- term for very large computers
- used to handle large amount of data or
complex processes
- main advantage is reliability
Midrange:
- medium sized, less expensive and smaller
- usually a server
Micro-computer:
- work stations with computing capabilities
- single-users systems linked to form a network
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What is a network
Series of points or nodes interconnected by
communication paths
Node is a connection point for transmitting
data
Network can interconnect with other
networks to form global networks
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Benefits of a network
Facilitates resource sharing
Provides reliability
Cost effective
Provide a powerful medium across
geographical divide

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Geographical Distance
Local area network (LAN): small area,
share a single server
Metropolitan area network (MAN): a
wider network, can bridge several LANs
Wide area network (WAN): a broader area
covered, can include several MANs
Internet: a network of networks that covers
the entire globe
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Internet addressing system
Internet uses TCP/IP, therefore every computer on the
Internet has an IP address
IP address is numerical, separated by dots
Works with DNS:
- com: for commercial purposes
- net: for Internet Service Providers
- org: for non-profit, non-commercial groups
- gov: reserved for government
- mil: reserved for military
- int: reserved for international organizations

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Assimilation of Technology
Technology first adopted to increase
efficiency doing the same tasks faster
e.g. word processing instead of typing

Technology next adopted to increase
effectiveness doing tasks not only faster
but better e.g. spreadsheets transformed
finance and accounting (as well as science
and other fields)
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Introduction to E-commerce

E-Commerce, Web, Networks, Internet
The evolution of new businesses
The adoption of Brick and Mortar
companies to the new economy
Market failures and economic explanations
for the new economy
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History of E-commerce
EC applications first
developed in the early
1970s
- Electronic funds
transfer (EFT)
Limited to:
- Large corporations
- Financial institutions
- A few other daring
businesses

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E-Commerce Mechanisms
Transformation of economic activity into
digital media
- Exchange information, content, agreements,
and services among parties that are connected
to through the Internet.
Enables new ways of creating, delivering
and capturing value to customers.
- Availability
- Convenience

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World Wide Web (WWW)
World Wide Web (Web):
- A collection of documents that reside on computers,
and that can be accessed by other computers on the
Internet.
Multimedia documents:
- Text
- Images
- Sounds
- Drawings
- Video
Hypertext:
- Links to other documents
- Can begin execution of a program
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Web Browsers
Computer programs that can:
- Display Web documents
- Follow links
- Execute other programs
- Enhance applications such as real-time audio
or video
Netscape and Internet Explorer
The Microsoft legal trouble due to the
Explorer.
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Web Servers
Computers that run server software.
A server waits for request to arrive from a
user.
- The request is typically for a document.
The server sends (serves) the document to
the requesting computer.
Sometimes the server allows a user to fill
in information on a document, and the then
transfers the information to another
program or a server.
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WWW and Internet
The World Wide Web (WWW) is not the
Internet
Access to the Internet doesnt mean you
have e-commerce
WWW works in HTTP
Web pages works in HTML
Web browser provide access to
information on the WWW

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What is E-commerce
Distributing, buying, selling and marketing
products and services over electronic systems
E-business for commercial transactions
Involves supply chain management, e-marketing,
online marketing, EDI
Uses electronic technology such as:
- Internet
- Extranet/Intranet
- Protocols
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Forces Shaping the Digital Age
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Forces Shaping the Digital Age
Digitalization &
Connectivity
Intranets : connect people
within a company.
Extranets : connect a
company with its suppliers,
distributors, and outside
partners.
Internet : connects users
around the world.
Internet Explosion
Explosive worldwide
growth forms the heart of
the New Economy.
Increasing numbers of
users each month.
Companies must adopt
Internet technology or risk
being left behind.
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Definitions
Internet:
- A collection of computers that speak a common
language protocol
Intranet:
- Private version of the Internet
- Main purpose to share company information
and computing resources among employees
Extranet:
- Private network that users outside the company
can access
- Requires security and privacy
- Collaborate with other companies


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Forces Shaping the Digital Age
New Types of Intermediaries:
Direct selling via the Internet bypassed
existing intermediaries (disintermediation).
Brick-and-mortar firms became click-and-
mortar companies.
As a result, some click-only companies have
failed.
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Forces Shaping the Digital Age
Customization and Customerization:
With customization, the company custom
designs the market offering for the customer.

With customerization, the customer designs
the market offering and the company makes it.
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E-commerce as the Networked
Economy
Create value largely through gathering, synthesizing and
distribution of information
Formulate strategies that make management of the enterprise
and technology convergent
Compete in real time rather than in cycle time
Operate in a world characterized by low barriers to entry,
near-zero variable costs of operation and shifting
competition
Organize resources around the demand side rather than
supply side
Manage better relationships with customers through
technology
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E-commerce Today
The Internet is the perfect vehicle for e-
commerce because of its open standards and
structure.
No other methodology or technology has proven
to work as well as the Internet for distributing
information and bringing people together.
Its cheap and relatively easy to use it as a
medium for connecting customers, suppliers, and
employees of a firm.
No other mechanism has been created that allow
organizations to reach out to anyone and
everyone like the Internet.
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E-commerce Today
The Internet allows big businesses to act like
small ones and small businesses to act big.
The challenge to businesses is to make
transactions not just cheaper and easier for
themselves but also easier and more convenient
for customers and suppliers.
Its more than just posting a nice looking Web
site with lots of cute animations and expecting
customers and suppliers to figure it out
Web-based solutions must be easier to use and
more convenient than traditional methods if a
company hopes to attract and keep customers.
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Four Categories of E-Commerce

B2B
B2C
C2B
C2C Consumers
Business
And selling
to...
Business originating from...
Business
Consumers
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Distinct Categories of E-Commerce
Business to Business (B2B) refers to the full spectrum of e-
commerce that can occur between two organizations.
This includes purchasing and procurement, supplier
management, inventory management, channel management,
sales activities, payment management &service and support.
Examples: FreeMarkets, Dell and General Electric

Business to Consumer (B2C) refers to exchanges between
business and consumers, activities tracked are consumer
search, frequently asked questions and service and support.
Examples: Amazon, Yahoo and Charles Schwab & Co

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Distinct Categories of E-Commerce
(contd)
Peer to Peer (C2C) exchanges involve transactions
between and among consumers. These can include third
party involvement, as in the case of the auction website
Ebay.
Examples: Owners.com, Craiglist, Monster

Consumer to Business (C2B) involves when
consumers band together to present themselves as a
buyer in group.
Example: www.planetfeedback.com

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Convergence of e-Commerce Categories
Business originating from
Business Consumers
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Publishers order
paper supplies from
paper companies
Amazon orders
from publishers
Consumers search
out sellers, offers
and initiate
purchases from
Amazon
Consumers resell
copies on eBay
Consumers buy
thousands of Harry
Potter books from
Amazon
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What is a web-based business
Business that uses the WWW to fulfill its
business process
Four basic business processes:
- information dissemination
- data capture
- promotions and marketing
- transacting with stakeholders
Business objectives interact with web based
applications
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Key Drivers of E-commerce
Technological degree of advancement of
telecommunications infrastructure
Political role of government, creating
legislation, funding and support
Social IT skills, education and training of
users
Economic general wealth and
commercial health of the nation
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Key Drivers of E-business
Organizational culture- attitudes to R&D,
willingness to innovate and use technology
Commercial benefits- impact on financial
performance of the firm
Skilled/committed workforce- willing and able to
implement and use new technology
Requirements of customers/suppliers- in terms of
product and service
Competition- stay ahead of or keep up with
competitors
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Appeal of E-commerce
Lower transaction costs - if an e-commerce site is
implemented well, the web can significantly
lower both order-taking costs up front and
customer service costs
Larger purchases per transaction - Amazon offers
a feature that no normal store offers
Integration into the business cycle
People can shop in different ways. The ability to
build an order over several days
The ability to configure products and see actual prices
The ability to easily build complicated custom orders
The ability to compare prices between multiple
vendors easily
The ability to search large catalogs easily
Larger catalogs
Improved customer interactions - company.

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Limitations of E-commerce
To organizations: lack of security, reliability,
standards, changing technology, pressure to
innovate, competition, old vs. new technology
To consumers: equipment costs, access costs,
knowledge, lack of privacy for personal data,
relationship replacement
To society: less human interaction, social
division, reliance on technology, wasted
resources, JIT manufacturing
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Technical limitations
There is a lack of universally accepted standards
for quality, security, and reliability
The telecommunications bandwidth is
insufficient
Software development tools are still evolving
There are difficulties in integrating the Internet
and EC software with some existing (especially
legacy) applications and databases.
Special Web servers in addition to the network
servers are needed (added cost).
Internet accessibility is still expensive and/or
inconvenient
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Web based technology
Websites
E-mail
Search engines
Interactive communications
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Old Economy Firms
Brick and Mortar companies need to adopt
to the new economy
- Create a new Internet company.
- Create a new subsidiary.
- Invest in an Internet competitor.
- Buy the technology from a consultant.
- Work with other firms to create an exchange.
- Integrate with suppliers and or customers.

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Old Economy Firms
Failure of old economy companies to
adopt may result in:
- Loss of market share.
- Inability to meet new economy
competitorsprices.
- Reduced profits and cash flows.
- Inability to raise new financing.
- Loss of control in an acquisition by a new
economy firm.
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Business Opportunity
The Internet revolutionized ways of doing
business
Entrepreneurs found ways to exploit
market failures and earn economic rents
New businesses were created that were not
feasible earlier
The new economy poses threats to old
economy firms that do not wish to adapt
The transformation is still in process. The
evolution continues
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Benefits and Challenges of E-commerce
Benefits
Persistent connection with customers
New value for customers
Access to new customers
Scalability
Challenges
Cannibalization
Channel conflict
Customer confusion
Investor confusion
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Front end systems
Direct user interface with business processes
Accessible via WWW
Front-end systems:
- e-CRM
- e-marketing
- e-services
- e-marketplace
- e-auction
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Marketing Strategy in the Digital Age
Requires a new model for marketing strategy
and practice
Some suggest that all buying and selling will
eventually be done electronically
Companies need to retain old skills and
practices but add new competencies
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E-Business in the Digital Age
Involves the use of electronic platforms to
conduct company business.
Web sites for selling and customer relations
Intranets for within-company communication
Extranets connecting with major suppliers and
distributors

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E-Commerce in the Digital Age
More specific than e-business.
Involves buying and selling processes
supported by electronic means, primarily
the Internet.
Includes:
e-marketing
e-purchasing (e-procurement)
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E-commerce vs. E-business
E-commerce is about doing business
electronically
E-commerce conducting financial
transactions electronically

E-business is conducting business on the
Internet
E-business is the transformation of
business processes through the Internet
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E-Marketing in the Digital Age
The marketing side of e-commerce.
Includes efforts to communicate about,
promote, and sell products and services over
the Internet.
E-purchasing is the buying side of e-
commerce.
It consists of companies purchasing goods,
services, and information from online suppliers.
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Types of e-Marketers
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Click-Only Companies
E-tailers
Search
Engines and
Portals
Internet
Service
Providers
Transaction
Sites
Content
Sites
Enabler
Sites
Types of
Sites
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Reasons for dot.com Failures
Poor research or planning.
Relied on spin and hype instead of
marketing strategies.
Spent too heavily on brand identities.
Devoted too much effort to acquiring new
customers instead of building loyalty.
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Click-and-Mortar Companies
Most established companies resisted adding Web
sites because of the potential for channel conflict
and cannibalization.
Many are now doing better than click-only
companies.
Reasons:
Trusted brand names and more resources
Large customer bases
More knowledge and experience
Good relationships with suppliers
Can offer customers more options
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Setting Up for E-Marketing
Online Marketing
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Setting up for E-Marketing
Corporate websites
Build goodwill and
relationships; generate
excitement
Marketing websites
Engage consumers
and attempt to influence
purchase
Website design
7 Cs of effective website
design

Options
Creating websites
Placing online ads and
promotions
Creating or using Web
communities
Using E-mail
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Seven Cs of Website Design
Conducting E-Commerce
Context
Content
Community
Communication
Connection
Commerce
Customization

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The 7Cs of Website design
Context

Sites layout and design

Commerce

Sites capabilities to enable
commercial transactions

Connection

Degree site is linked to other
sites


Communication

The ways sites enable site-to-
user communication or two-way
communication

Customization

Sites ability to self-tailor to
different users or to allow users
to personalize the site
Community

The ways sites enable user-to-
user communication

Content

Text, pictures, sound and video
that web pages contain

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Fit and Reinforcement of Cs

Context Content Community Customization Communication Connection Commerce
Business Model
Consistent Reinforcement
Individually Supporting Fit
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Online forms of ads and
promotions
Banner ads/tickers
Skyscrapers
Interstitials
Content sponsorships
Microsites
Viral marketing
Future of online ads

Creating websites
Placing online ads
and promotions
Creating or using
Web communities
Using E-mail
Setting up for E-Marketing
Options
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Web Advertising
Banner ads: allows for more targeted advertising


Pop-up ads: pop-under ads are displayed in a separate
browser window beneath your main browser window
and remain there until you close them




Skyscrapers: An advertisement on a Web site that is
vertically oriented on the page and larger than the
typical banner ad






This is a pop-up ad

Click here to close me
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Web Advertising
Interstitials: are usually full-page ads displayed while a user is
in transit from one page to another, triggered by code included in the
link







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Web Advertising
Content Sponsorship: are sites that pay for placement in search
results on keywords that are relevant to their business

The upper: This is the part of the shoe that wraps around and over the top of the foot. It may be made of leather or a synthetic material that is lighter and
breathable (to reduce heat from inside the running shoe). The tongue of the upper should be padded to cushion the top of the foot against the pressure from the
laces. Often, at the back of the running shoe, the upper is padded to prevent rubbing and irritation against the achilles tendon.

The heel counter: This is a firm and inflexible cup which is built into the upper of running shoes and surrounds the heel. It is usually very firm so that it can control
motion of the rearfoot.

Post or footbridge: This is the firm material in the midsole which increases stability along the inner side (arch side; medial side) of the running shoe.
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Web Advertising
Microsites: limited areas on the Web managed and
paid for by external companies

http://www.autotrader.com/

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Viral Marketing
Gillette used viral marketing to
introduce the 3-bladed Venus
razor for women, greatly
expanding the audience reached
by its Reveal the Goddess in
You truck tour and beach-site
promotions.
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Web communities allow
members with special
interests to exchange views
Social communities
Work-related
communities
Marketers find well-
defined demographics and
shared interests useful when
marketing

Creating websites
Placing online ads
and promotions
Creating or using
Web communities
Using E-mail
Setting up for E-Marketing
Options
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E-mail marketing
Key tool for B2B and
B2C marketing
Clutter is a problem
Enriched forms of
e-mail attempt to
break through clutter
Spam is a problem

Creating websites
Placing online ads and
promotions
Creating or using Web
communities
Using E-mail
Setting up for E-Marketing
Options
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Benefits of E-commerce
To consumers: 24/7 access, more choices, price
comparisons, improved delivery, competition
To organizations: International marketplace
(global reach), cost savings, customization,
reduced inventories, digitization of
products/services
To society: flexible working practices, connects
people, delivery of public services
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Benefits to Consumers
Convenience
Buying is easy and private
Provides greater product access and selection
Provides access to comparative information
Buying is interactive and immediate
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Benefits to Organizations
Powerful tool for building customer relationships
Can reduce costs
Can increase speed and efficiency
Offers greater flexibility in offers and programs
Is a truly global medium
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Benefits to Society
More individuals can work from home
Benefits less affluent people
Third world countries gain access
Facilitates delivery of public services
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Discussion Questions
What features do you look for on a
Web site that you feel make the site
appealing?
What are your major concerns about
making online purchases?
What types of things can an online
retailer do to create a more secure
buying environment?

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Online Ads and Promotion
Forms of online advertising & promotion:
Banner ads & tickers (move across the screen)
Skyscrapers (tall, skinny ads at the side of a page)
Rectangles (boxes that are larger than a banner)
Interstitials (pop up between changes on Web site)
Content sponsorships (sponsoring special content)
Microsites (limited areas paid for by an external
company)
Viral marketing (Internet version of word-of-mouth)
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Business Pressures
The term business environment refers to
the social, economic, legal,
technological, and political actions that
affect business activities
Business pressures are divided into the
following categories:
- Market (economic)
- Societal
- Technological
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Major Business Pressures & the Role
of EC
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Organizational Responses
Strategic systems
- Provide organizations with strategic advantages, enabling
them to:
Increase their market share
Better negotiate with their suppliers
Prevent competitors from entering into their territory
Continuous improvement efforts
- Many companies continuously conduct programs to
improve:
Productivity
Quality
Customer service
Business process reengineering (BPR)
- Strong business pressures may require a radical change
- Such an effort is referred to as business process
reengineering (BPR)
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Organizational Responses
Business alliances
- Alliances with other companies, even competitors, can be
beneficial
- Virtual corporationelectronically supported temporary
joint venture
Special organization for a specific
Time-limited mission
Electronic markets
- Optimize trading efficiency
- Enable their members to compete globally
- Require the collaboration of the different companies and
competitors
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Organizational Responses
Reduction in cycle time and time to market
- Cycle time reductionshortening the time it
takes for a business to complete a productive
activity from its beginning to end
- Extremely important for increasing
productivity and competitiveness
- Extranet-based applications expedite steps in
the process of product or service development,
testing, and implementation
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Strategy Formulation
Porters three generic strategies for
business:
- focus
- low cost leadership
- differentiation
Differentiation in the new e-commerce
sector is the key to success

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Classic Framework for Strategy Management
Mission
Goals
Implementation
Control and
Monitoring
Strategy
Formulation
Corporate
Business-unit
Functional
Operating
External
Analysis
Internal
(Company)
Analysis
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E-commerce and Organizations
Organizations that undertake e-commerce do so
from two possible starting points:
- new online organizations
- traditional established organizations
Factors for success:
- first-mover advantage
- differentiation in the marketplace
- flexibility and agility in the electronic
marketspace
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Seven dimensions of E-commerce Strategy
Four positional factors
Technology: goal must be
understood within its market and
industry
Market: must determine its target
market and whether it is still
open to new entrants
Service: must know its
customers expectations
Brand: must understand if it has
the ability to create a strong
brand

Three bonding factors

Leadership: vision of CEO for e-
commerce
Infrastructure: technology
support for new model of
business
Organizational Learning: does
the organization support internal
learning

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Technology Leadership
Involves more than hardware and software
Seven major areas:
- strategy: focus upon alignment and planning
- structure: focus upon becoming an e-organization
- systems: technology integration
- staffing: developing a strong pool of skills
- skills: developing the necessary knowledge
- style: add value to customers
- shared values: must build value to the organization
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Service Leadership
Established strategies of customer still apply
Internet service strength derived from providing
additional information to the customer
Internet provides a low-cost, high-quality
service channel with a global reach
Call centre strategy must be defined
E-mail interface channel must be defined
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Brand Leadership
Branding strength comes from being a first
mover
Brand reinforcement is a continuous task
Brand positioning can be defined using the
Internet service value chain
Brand followers need to reposition as
quickly and effectively as possible
Four brand

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Developing a Winning E-strategy
Ensure that the project is backed by senior management
Develop a strategy before a Web presence
Develop a strategy by focusing on technology,
branding, marketing and service
Identify and use knowledge in the organization
Strategy must add value for customers and must change
as the requirements of the customers change
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The Three Approaches to Strategy
Position approach: Where should we be vs. our
competition?

Resources approach: what resources should we
possess?

Simple rules approach: What processes should we
follow?
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Three Approaches to Strategy
Position Resources
Simple Rules
Strategic Logic
Strategic Steps
Strategic Question
Source of Advantage
Works Best In
Duration of
Advantage
Risk
Performance Goal
Establish position Leverage resources Pursue opportunities
Identify an attractive
market
Locate a defensible
position
Fortify and defend
Establish a vision
Build resources
Leverage across markets
Jump into the confusion
Keep moving
Seize opportunities
Finish strong
Where should we be? What should we be? How should we proceed?
Unique, valuable position
with tightly integrated
activity system
Unique, valuable,
inimitable resources
Key processes and
unique simple rules
Slowly changing, well-
structured markets
Moderately changing,
well structured markets
Sustained
It will be too difficult to
alter position as conditions
change
Sustained Unpredictable
Company will be too slow
to build new resources as
conditions change
Managers will be too
tentative in executing on
promising opportunities
Profitability Long-term dominance Growth
Rapidly changing,
ambiguous markets
100
Business Model
101
Business Models
A method of doing business by which a
company can generate revenue to sustain
itself
Spells out where the company is positioned
in the value chain
Business models are a component of a
business plan or a business case
102
Business Plans & Business Cases
Business plan:
- A written document
that identifies the
business goals and
outlines the plan of
how to achieve them
Business case:
- A written document
that is used by
managers to garner
funding for specific
applications or
projects; its major
emphasis is the
justification for a
specific investment

103
The Content of a Business Plan
Mission statement and
company description
The management team
The market and the
customers
The industry and
competition
The specifics of the
products and/or services
Marketing and sales
plan
Operations plan
Financial projections
and plans
Risk analysis
Technology analysis
104
Structure of Business Models
All business models must specify their
revenue model (the description of how the
company or an E-commerce project will
earn revenue)
Value proposition is the description of the
benefits a company can derive from using
EC
Revenue sources are
- Transaction fees
- Subscription fees
- Advertisement fees
- Affiliate fees
- Sales
- Other models

105
Business Models in E-commerce
Method of doing business
Well-planned model gives a competitive
advantage
Impacts on sustainability and growth
Three areas:
- value stream
- revenue stream
- logistical stream
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Transaction costs
Cost of providing some good or service through
the market
Effects of e-commerce and the internet that
impacts the business model
Searching for an obtaining information
Participating in a market
Policing and enforcing transactions
Bargaining and decision costs
Actual cost of buying or selling the product
107
Value Stream
Create long-term sustainability
Benefit for business stakeholders
Can be achieved in four ways:
- creation/participation in an e-marketplace
- creation/participation of virtual communities
- additional value offers
- exploitation of offers

108
Creation/participation in an e-marketplace
Reduce transaction costs directly/indirectly
Economics of e-market similar to traditional market
Can be setup by supplier/buyer or run independently
Buyer value:
- reduced costs
- improved service
- convenience
Supplier value:
- reduced costs
- differentiation
- reduced lead time

109
Creation/participation of virtual
communities

Bringing together members of a community
Larger communities mean larger sources
Improves customer service

110
Additional value offers


Value is added by improving product mix
Through association or partnership
Can be achieved with minimum costs
Can be integrated into the host sites
111
Exploitation of offers

E-commerce/Internet economy founded on
information
Value can be added by using this information
Target customers demographically
Can bridge the uncertainty gap
Can post RFPs



112
Revenue Stream
Short-term realization of value proposition
Direct:
- cost reduction
- free offerings of service/products
- pricing strategies
Indirect:
- internet advertising
- selling customer information
- joining affiliate programs

113
Logistical stream
Examines organization restructure to
deliver value added and revenue streams
Issues such as:
- organizational culture
- pre/post restructuring
- implementing information
- communication and training
- reward systems for motivation
115
Kinds of business models
Brokerage: market makers bring together
buyer and sellers
Advertising: web advertising providing
advertising messages
Infomediary: collecting and disseminating
information
116
Assessing a business model
Can be assessed by looking at the
marketing strategy
Can also be assessed by technology
- imitation
- complementary assets
Financial measures
Competitor benchmarking
Market analysis
117
Traditional vs. New Business
Models
Traditional New Business
Production Mass Personalized
Manufactures push Customer Pull
Distribution Middleman Direct
Communications Closed Open
Finance Slow Fast
Difficult Easier
Markets Local Global
Mass Niche
Assets Physical Virtual
118
Consumer Decision Process
Disposal
Loyalty
Satisfaction
Purchase Decision
Evaluation of Alternatives
Information Search
Problem - Recognition
PRE-PURCHASE
PURCHASE
POST-PURCHASE
119
Consumer Decision Process Flower Example
Flowers
Disposal
Loyalty
Satisfaction
Purchase Decision
Evaluation of Alternatives
Information Search
Problem - Recognition
Pre-Purchase
Purchase
Post-
Purchase
Need recognition, potentially triggered by a
holiday, anniversary or everyday events

Search for ideas and offerings, including:
Available on-line and off-line stores
Gift ideas and recommendations
Advice on selection style and match
Evaluation of alternatives along a number of
dimensions, such as price, appeal, availability, etc.
Purchase decision
Message selection (medium and content)
Post-sales support
Order tracking
Customer service
Education on flowers and decoration
Post sales perks
120
Metrics
Response times
Site availability
Download times
Timeliness

Security and privacy
On-time order
fulfillment
Return policy
Navigability

Measures of performance; may be quantitative
or qualitative
Metrics: If it moves, measure it!