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Ch 4 E-Commerce

Ch 4 E-Commerce. Electronic Commerce is simply “doing business online” B2B E-Commerce is a way of conducting business online with professional partners such as suppliers and intermediates. There are other forms of e-Commerce. Types of E-Commerce.

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Ch 4 E-Commerce

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  1. Ch 4 E-Commerce • Electronic Commerce is simply “doing business online” • B2B E-Commerce is a way of conducting business online with professional partners such as suppliers and intermediates. • There are other forms of e-Commerce

  2. Types of E-Commerce http://www.digitsmith.com/ecommerce-definition.html

  3. Types of E-Commerce http://en.wikipedia.org/wiki/Consumer-to-consumer

  4. YOUR TURN! • What are some examples of C2C platforms?

  5. Middlemen & Intermediation • What is intermediation? • Let’s break it down: • “Inter”  between or amongFor example:interdepartmental…between 2 departments • “Mediation”  the process of bringing 2 parties to an agreementFor example: When your Mom settles a fight between you and your siblings.

  6. Disintermediation • Now that you know Intermediation, have a go at disintermediation. • It’s the ‘cutting out’ of the middleman from the transaction and reaching customers more directly and efficiently.

  7. Reintermediation • If disintermediation is ‘removing’, what is reintermediation? • It’s the opposite • Re-introducing the middleman into the equation… “The design of business models that reintroduces middlemen in order to reduce the challenges brought on by dealing directly with customers.”

  8. Brick-and-Mortar Businesses • Bricks and mortar refers to businesses that have a physical (rather than virtual or online) presence. • For example: Any store (Wholefoods, Post Office, etc) which are built of physical materials (such as bricks and mortar) that you can drive to and enter physically to see, touch, and purchase merchandise.

  9. Buying Online • ‘E-tailing’, (Electronic Retailing) is the online form of physical retailing. • Clothing stores with changing rooms in contrast to Online Stores that offer a wider range of styles and colors.

  10. Reverse Pricing Model • A pricing model that allows the consumer to establish their product and pricing requirements while allowing the seller to compete for their business. • Real-World Examples: • Reverse Auctions • Wholesale markets • Barter system

  11. Contextual Advertising • In simple terms:Display ads that are relevant in some way to the content displayed on a web page • Examples? • News and content websites • Google AdWords (search engines)

  12. Advertising Online: PPC Models • PPC or Pay-Per-Click Models are utilized to drive traffic to a particular website. • Mostly seen on Search Engines and then Partner-Blogs. • In the previous example, the red box is a PPC Campaign run through Google AdWords.

  13. Advertising Online: CTR • CTR or Click-Through-Rate is the measurement of how successful an online advertising campaign really is • Along with other measurements in the Advertising Toolbox, CTR can be used to ‘fine-tune’ an advertising campaign for effectiveness and reach.

  14. Auction Types: Forward vs. Reverse • Forward Auction • A form of e-auction where the highest bidder wins • EG: eBay and most other Traditional Auction Sites • Reverse Auction • A form of e-auction where buyers post a request for a quote. • Reverse Pricing Model

  15. Buyer Protection • eBay offers a Buyer Protection service for all its auctions if the buyer pays through PayPal. • For a small fee (that is usually taken at the time of transaction – cost incurred to the seller), buyers are protected against fraudulent activities. • Bid luring (when a seller wants to finalize a transaction outside of the auction space) is banned under eBay’s Policies.

  16. Credit Card Transaction Protection • CCV (Card Code Verification) is a special feature offered by most, if not all, credit card companies in an effort to reduce credit card fraud. • Printed near the signature area on the back of the card. • Smart chips now given a further enhanced protection in addition to the CCV system.

  17. KEY DEFINITIONS

  18. KEY DEFINITIONS

  19. Long Tail • The concept of the Long Tail refers to catering to niche markets in addition to (or instead of) purely selling mainstream products.

  20. Click Fraud • The possibility of abuse by repeatedly clicking on a link to inflate revenue to the host or increase the costs for the advertiser. • A drawback of the Pay-Per-Click (PPC) models • 2 Types of Click Fraud: • Network Click Fraud • Fake clicks in order to get money from advertiser • Competitive Click Fraud • Inflation of an Organization’s Ad costs by repeated clicking on ad link.

  21. Types of e-Auction Fraud

  22. Types of e-Auction Fraud (cont.)

  23. Types of e-Auction Fraud (cont.)

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