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Business Models and Consumer Decision Process

Today's class focuses on understanding business models and the consumer decision process. Topics include recognition, information search, evaluation, purchase decision, satisfaction, loyalty, and disposal. Case study and article readings will provide practical insights. Don't miss it!

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Business Models and Consumer Decision Process

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  1. TODAY’S CLASS 5:00-6:15 Where are we now? Business Models 6:15-6:30 Break 6:30-7:50 Group Meeting

  2. Homework due next session • Prepare Case: Priceline Webhouse Club • Read two articles: “Beyond the Exchange: The Future of B2B” “Internet Pioneers: We have lift-off”

  3. Last Class: Framing Market Opportunity (i.e. where will the business compete) Today: Business Models (i.e. how will the business win)

  4. Problem - Recognition Information Search Pre-Purchase Evaluation of Alternatives Purchase Decision Purchase Satisfaction Post-Purchase Loyalty Disposal Consumer Decision Process

  5. Components of a Business Model Value Cluster Marketspace Offering Resource System Financial Model

  6. Components of a Business Model Value Cluster Marketspace Offering Resource System Financial Model

  7. Egg Diagram for 1-800-flowers.com • Gift reminder service • Holiday specials • Everyday celebrations suggestions • Special occasion suggestions Ideas and Information • “Care and handling” • “Do it yourself” • Special events and educational workshops held at stores • Floral ideas • Garden ideas • Home ideas • Gift ideas • Gourmet ideas • Store locator • Recommendations by budget • Bestsellers Flower / Gift Decision Process • Need Recognition Product Offering Gift Recommendations • Education on Flowers and Decoration • Search for Ideas and Offerings • Gift guru • Favorite gifts • Gift frequency • Gift impossible • Gift baskets • Corporate gift services Post-Sale Support • Order receipt e-mail • eQ&A online customer service • FAQ • Customer service inquiry form • Post-Sale Support and Perks • Evaluation of Alternatives • Product price • Product picture • Product description • Delivery information • Delivery availability Perks • Miles earned with flower purchases • Free gifts • Discounts at AOL & BN.com with flower purchases • Member specials • Message Selection • Purchase Decision • Shopping basket • E-commerce transaction • Special shopping features • Delivery outside US • 1-800-lasfloras.com • Gizmo fully-animated greeting cards • Physical cards in gifts

  8. 1-800-flowers.com Resource System BloomNet Network Third-Party Contractors Address Book Strong Distribution Network Gift Recommend- ations Fulfillment Center Stores Online Gift Center Gift Reminder Broad Assortment of Gifts High Quality of Flowers Rich Content Personalization Capabilities Popular Website Garden Works Integrated Partner Offers Telephone 3,000 Affiliates Plow & Hearth Online Customer Service Widespread, Easy Access Great Foods Multiple Contact Points Franchise Stores Catalog Technology Strong Brand Name Wide Reach to Customers Customer Service Centers = Core Benefits Snap Starmedia = Activities & assets Integrated online offline Systems MSN AOL = Capabilities

  9. Paper Logistics Management Chemicals Media Buying Plastics Advertising Steel Energy Management Sawhney and Kaplan — B2B Models Vertical Hubs Functional Hubs Source: Adopted from Business 2.0, September 1999, page 88

  10. Single Brand Multiple Brands Forward-Integrated Producer (Walmart.com) Supply-Side Aggregator (Surplusdirect.com) Supply Side Demand-Side Aggregator (Accompany.com) Backward Integrated User (Dellonline.com) - B2B Demand Side Hybrid Integrator (Cisco.com) Hybrid Aggregator (Amazon.com) RJS Model Summary Sources of Content Origination Focus of Strategy

  11. Alternative Shareholder Value Model

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