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MAR 4933-002 E-Commerce Marketing   Fall 2002— Tampa Community, Word of Net Rich Gonzalez September 18, 2002 (Week 4 Wedne...
For Site/Model Evaluation <ul><li># 12 Irina # 13 Sean # 14 Joe W. # 15 Lisa # 16 Joe B. </li></ul><ul><li>Today:  Please ...
URLs  (We’ll probably Visit Today) <ul><li>www.absolut.com </li></ul><ul><li>www.carpoint.com </li></ul><ul><li>www.bizrat...
Agenda  September 18, 2002  <ul><li>WSJ Online </li></ul><ul><li>PayPal--finish </li></ul><ul><li>Community </li></ul><ul>...
For Today <ul><li>Start WSJ Online </li></ul><ul><li>1. Create a profile of topics—Spend 1 hour online </li></ul><ul><li>2...
For September 23 <ul><li>1. Read “Are Bots Legal?” by Phyllis Plitch in WSJ. </li></ul><ul><li>2. Send any comment/opinion...
For September 23 <ul><li>Analysis Paper # 2 </li></ul>
OK, Let’s Start
Feedback on eBay <ul><li>Community </li></ul><ul><li>Self Policing </li></ul><ul><li>Information </li></ul><ul><li>Facilit...
ebay.com <ul><li>How do they do this? </li></ul><ul><li>1. Technology </li></ul><ul><li>2. Customer Orientation </li></ul>...
PayPal.com <ul><li>How do they do this? </li></ul><ul><li>1. Technology network </li></ul><ul><li>2.  Convenience for cust...
 
Framework for MO: Microsoft CarPoint Example Leverage the Internet to Improve the Consumer Car-Buying Process Car Buyers A...
Customer Orientation <ul><li>A philosophy incorporating the marketing concept that emphasizes first identifying unmet need...
Customer Orientation <ul><li>http://online.wsj.com/public/contact_us?page=Contact+Us </li></ul><ul><li>http://www.absolut....
Customer Satisfaction Definition <ul><li>Performance – Expectations = CS </li></ul>
Customer Decision Process <ul><li>Origination (Recognize Problem) </li></ul><ul><li>Information Gathering </li></ul><ul><l...
Customer Decision Process <ul><li>Watch the Traffic </li></ul><ul><li>Polling </li></ul><ul><li>Review Customer Service E-...
Customer Behavior <ul><li>“it’s not that people are lazy but that they are looking for convenience.” </li></ul><ul><li>The...
Usability Guidelines  (selected) <ul><li>Communicating Site’s Purpose </li></ul><ul><li>Communicating Firm’s Information <...
Consumers Want: <ul><li>Trust </li></ul><ul><li>Information </li></ul><ul><li>Expectations </li></ul><ul><li>Internet site...
Rating Sites: <ul><li>www.bizrate.com </li></ul><ul><li>www.dealtime.com </li></ul><ul><li>shopping.yahoo.com </li></ul><u...
 
Word of Net <ul><li>Fast </li></ul><ul><li>Wide </li></ul><ul><li>Accurate? </li></ul><ul><li>Controllable? </li></ul><ul>...
FlyerTalk <ul><li>Business Professionals </li></ul><ul><li>Airline Loyalty Programs </li></ul><ul><li>Rules, Benefits, Gim...
Good Criteria For Any Site <ul><li>Criteria:  Business Model Technology Mission Target Market Customer Benefits </li></ul>
Analysis Paper # 2 <ul><li>Subject: Buying a Digital Camera </li></ul><ul><li>Parameters: Your Needs and $100-$425 </li></...
 
Google Groups <ul><li>demo this </li></ul><ul><li>10 Bonus Points---Particpation </li></ul>
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  1. 1. MAR 4933-002 E-Commerce Marketing Fall 2002— Tampa Community, Word of Net Rich Gonzalez September 18, 2002 (Week 4 Wednesday)
  2. 2. For Site/Model Evaluation <ul><li># 12 Irina # 13 Sean # 14 Joe W. # 15 Lisa # 16 Joe B. </li></ul><ul><li>Today: Please peruse Nielsen & Tahir book: Homepage Usability </li></ul>
  3. 3. URLs (We’ll probably Visit Today) <ul><li>www.absolut.com </li></ul><ul><li>www.carpoint.com </li></ul><ul><li>www.bizrate.com </li></ul><ul><li>www.flyertalk.com </li></ul><ul><li>online.wsj.com/article/0,,SB1031791804732353075,00.html?mod=srecommece20026%5F2 </li></ul><ul><li>google.com------Groups </li></ul><ul><li>feedback on ebay </li></ul><ul><li>outlook mailbox </li></ul>
  4. 4. Agenda September 18, 2002 <ul><li>WSJ Online </li></ul><ul><li>PayPal--finish </li></ul><ul><li>Community </li></ul><ul><li>Usability </li></ul><ul><li>Due For September 23 </li></ul>
  5. 5. For Today <ul><li>Start WSJ Online </li></ul><ul><li>1. Create a profile of topics—Spend 1 hour online </li></ul><ul><li>2. Have one article from WSJ that relates to e-commerce </li></ul><ul><li>3. Send title to the listserv with brief description </li></ul>
  6. 6. For September 23 <ul><li>1. Read “Are Bots Legal?” by Phyllis Plitch in WSJ. </li></ul><ul><li>2. Send any comment/opinion the listserv </li></ul>
  7. 7. For September 23 <ul><li>Analysis Paper # 2 </li></ul>
  8. 8. OK, Let’s Start
  9. 9. Feedback on eBay <ul><li>Community </li></ul><ul><li>Self Policing </li></ul><ul><li>Information </li></ul><ul><li>Facilitation </li></ul><ul><li>Trust </li></ul>
  10. 10. ebay.com <ul><li>How do they do this? </li></ul><ul><li>1. Technology </li></ul><ul><li>2. Customer Orientation </li></ul><ul><li>3. Information Usage </li></ul><ul><li>4. Value </li></ul><ul><li>5. Community </li></ul><ul><li>6. Fun </li></ul>
  11. 11. PayPal.com <ul><li>How do they do this? </li></ul><ul><li>1. Technology network </li></ul><ul><li>2. Convenience for customers </li></ul><ul><li>3. Security </li></ul><ul><li>4. Speed </li></ul><ul><li>5. Strategic Partnering with eBay </li></ul><ul><li>6. Trust </li></ul><ul><li>7. Availability/access </li></ul>In Class Exercise
  12. 13. Framework for MO: Microsoft CarPoint Example Leverage the Internet to Improve the Consumer Car-Buying Process Car Buyers Are Dissatisfied With Current Retail Car Buying Process Shoppers Who Feel Intimidated by Sales People and Look for More Efficient Way Microsoft’s Software and Free Placement on All Its Websites How Big Is the Online Car-Buying Market? Who Are CarPoint’s Main Competitors? Make Go / No-Go Assessment <ul><li>MSN CarPoint identified an opportunity to leverage the Internet to deliver customer value in the car industry </li></ul><ul><li>The retail car-buying process was frustrating and inefficient: </li></ul><ul><ul><li>Little information available to the consumer </li></ul></ul><ul><ul><li>Bargaining with salesperson viewed as a hassle </li></ul></ul><ul><ul><li>Long process overall </li></ul></ul><ul><li>MSN CarPoint selected two primary target segments for its service: </li></ul><ul><ul><li>“ The intimidated by the process” </li></ul></ul><ul><ul><li>“ The information seekers” </li></ul></ul><ul><li>MSN CarPoint could leverage Microsoft’s expertise in software development, the Microsoft brand name and its multitude of online properties </li></ul><ul><li>Competition was getting fierce with more and more online car services entering the market </li></ul><ul><li>But the financial opportunity was large: 66% of new car buyers used online services in 2000 </li></ul><ul><li>In 1996 the first version of CarPoint was shipped </li></ul><ul><li>By 2000, CarPoint was driving $15 million in car sales a day </li></ul>
  13. 14. Customer Orientation <ul><li>A philosophy incorporating the marketing concept that emphasizes first identifying unmet needs, then satisfying them. </li></ul><ul><li>Marketing Mantra: </li></ul><ul><li>Know your customer(s) . </li></ul><ul><li>http://online.wsj.com/public/contact_us?page=Contact+Us </li></ul>
  14. 15. Customer Orientation <ul><li>http://online.wsj.com/public/contact_us?page=Contact+Us </li></ul><ul><li>http://www.absolut.com </li></ul>
  15. 16. Customer Satisfaction Definition <ul><li>Performance – Expectations = CS </li></ul>
  16. 17. Customer Decision Process <ul><li>Origination (Recognize Problem) </li></ul><ul><li>Information Gathering </li></ul><ul><li>Evaluation </li></ul><ul><li>Purchase Decision </li></ul><ul><li>Post-purchase Results </li></ul>
  17. 18. Customer Decision Process <ul><li>Watch the Traffic </li></ul><ul><li>Polling </li></ul><ul><li>Review Customer Service E-Mail </li></ul><ul><li>Community </li></ul>
  18. 19. Customer Behavior <ul><li>“it’s not that people are lazy but that they are looking for convenience.” </li></ul><ul><li>They are also looking for security. </li></ul>
  19. 20. Usability Guidelines (selected) <ul><li>Communicating Site’s Purpose </li></ul><ul><li>Communicating Firm’s Information </li></ul><ul><li>Navigation </li></ul><ul><li>Search </li></ul><ul><li>Advertising </li></ul><ul><li>Customization </li></ul><ul><li>Fostering Community </li></ul>
  20. 21. Consumers Want: <ul><li>Trust </li></ul><ul><li>Information </li></ul><ul><li>Expectations </li></ul><ul><li>Internet sites that grade online retailers... With so many sites, though, and so little uniformity, consumers can find such research confusing.” </li></ul>
  21. 22. Rating Sites: <ul><li>www.bizrate.com </li></ul><ul><li>www.dealtime.com </li></ul><ul><li>shopping.yahoo.com </li></ul><ul><li>www.pricegrabber.com </li></ul><ul><li>www.cnet.com </li></ul>
  22. 24. Word of Net <ul><li>Fast </li></ul><ul><li>Wide </li></ul><ul><li>Accurate? </li></ul><ul><li>Controllable? </li></ul><ul><li>Important? How? </li></ul>
  23. 25. FlyerTalk <ul><li>Business Professionals </li></ul><ul><li>Airline Loyalty Programs </li></ul><ul><li>Rules, Benefits, Gimmicks </li></ul><ul><li>Community (talk, chat, etc.) </li></ul><ul><li>www.flyertalk.com </li></ul>
  24. 26. Good Criteria For Any Site <ul><li>Criteria: Business Model Technology Mission Target Market Customer Benefits </li></ul>
  25. 27. Analysis Paper # 2 <ul><li>Subject: Buying a Digital Camera </li></ul><ul><li>Parameters: Your Needs and $100-$425 </li></ul><ul><li>Context: Community & WON </li></ul><ul><li>Criteria: (use bolded headings) Requirements (technical & other) Brand and Model (specific) Price Information WON Information--Quality </li></ul><ul><li>Length: 1.5 Pages -------125 points </li></ul><ul><li>Due on Monday ------Hard Date (Sep 23) </li></ul>
  26. 29. Google Groups <ul><li>demo this </li></ul><ul><li>10 Bonus Points---Particpation </li></ul>
  27. 30. End Here
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