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Chapter Nine: Products & Brands

Chapter Nine: Products & Brands. Lauren Gaites Lauren Sabol Vicky Paccione. Core Competencies Undergird Online Competitive Advantage. Core Competency : A company's core competency is the one thing that it can do better than its competitors. Web Marketing Today

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Chapter Nine: Products & Brands

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  1. Chapter Nine: Products & Brands Lauren Gaites Lauren Sabol Vicky Paccione

  2. Core Competencies Undergird Online Competitive Advantage • Core Competency: A company's core competency is the one thing that it can do better than its competitors. • Web Marketing Today • Dr. Ralph F. Wilson, E-Commerce Consultant • Assess your interests, abilities and strengths • Monitor your likes and dislikes • Identify your Competitive advantage • Decide how to sustain your competitive advantage • Examples: Google, Overstock.com, Amazon.com

  3. Reports Readers Survey Suggests Shopping Online for Electronics May be Best • You would expect that mass retailers would be the best place to buy digital electronics, but consumer reports found that shopping online may be a smarter idea • Ie. Best Buy, Circuit City • Bricks-and-morters-specialty retailers often are shopping destinations. Shoppers will travel considerable distances to purchase a certain product. • Ie. www.tiffany.com • Mass merchandisers such as Target, Costco, Wal-Mart have great prices but have low ratings in the service category • Bricks-and-clicks- businesses who sell their products both in-store and online

  4. Mass Customization:MadeForOne.com • Mass customization- “enabling a customer to decide the exact specification of a product or service, and have that product or service supplied to them at a price close to that for an ordinary mass produced alternative". • MadeForOne.com- website designed to be a centre of news on mass customized and personalized products, and analysis of mass customization and personalization. • Most recently MadeForOne.com has added: • Personalization Directory: a directory of enterprises who supply personalized gifts and mass customized products of any type.

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