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Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
Doing Business On The Net
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Doing Business On The Net

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  • http://reports.netratings.com/nnpm/owa/NRpublicreports.usageweekly http://www.isp-planet.com/research/2002/jupiter_broadband.html
  • www.searchenginewatch.com/reports/mediametrix.html http://www.searchenginewatch.com/reports/netratings.html http://www.searchenginewatch.com/reports/netratings.html
  • Transcript

    • 1. MAR 6936-902 E-Commerce Marketing Spring 2003— Downtown--MBA Doing Business On the Net Rich Gonzalez January 16, 2003 (Week 2)
    • 2. URLs <ul><li>lists.acomp.usf.edu </li></ul><ul><li>my.usf.edu </li></ul><ul><li>http://pages.ebay.com/community/aboutebay/overview/index.html </li></ul><ul><li>www.hammertap.com </li></ul><ul><li>www.acomp.usf.edu/wireless.html </li></ul><ul><li>www.searchenginewatch.com/reports/mediametrix.html </li></ul><ul><li>retailindustry.about.com/library/weekly/02/aa020612a.htm </li></ul>
    • 3. Agenda January 16, 2003 <ul><li>LISTERV </li></ul><ul><li>Due For January 23 </li></ul><ul><li>Nokia 9290—Class Exercise </li></ul><ul><li>Survey Results </li></ul><ul><li>Innovation and Technology </li></ul><ul><li>Search Engines </li></ul><ul><li>eBay Revisted </li></ul><ul><li>Usability </li></ul>
    • 4. LISTSERV <ul><li>x http://lists.acomp.usf.edu </li></ul>
    • 5. Web Site/Biz Model Evaluation <ul><li>1. Nielsen Framework </li></ul><ul><li>2. Textbook Criteria </li></ul>
    • 6. WSJ Online <ul><li>A Good Resource </li></ul><ul><li>$4.95 for 60 Day Trial </li></ul><ul><li>10 Points </li></ul><ul><li>Do not start up service yet. </li></ul>
    • 7. Textbooks <ul><li>Required TEXT </li></ul><ul><li>Blown to Bits: How the New Economics of Information Transforms Strategy , Harvard Business School Press, Evans & Wurster (2000). ISBN 087584877x </li></ul><ul><li>  </li></ul>
    • 8. Price Shopping On Books <ul><li>ebay.com </li></ul><ul><li>www.half.com </li></ul><ul><li>bibliofind.com </li></ul><ul><li>ebs.allbookstores.com </li></ul><ul><li>www.bigwords.com </li></ul><ul><li>Anyone find a good deal on the Blown To Bits? </li></ul>
    • 9. For Today: January 16 <ul><li>Chapter 1 </li></ul><ul><li>Chapter 2--- SKIM (read: www) </li></ul><ul><li>Mini-Investigation of Nokia 9290 </li></ul><ul><li>Purchase the WSJ Online 60 Day Demo Do not start it up yet </li></ul>
    • 10. For January 23 <ul><li>Chapter 8– The Market </li></ul><ul><li>Defer:Blown To Bits—p1-97 </li></ul><ul><li>Weekly Analysis Paper # 1 </li></ul><ul><li>Purchase the WSJ Online-- 60 Day Demo—Do not start it up yet </li></ul>
    • 11. Survey Results 6936-798 <ul><li>Age: 30.3 </li></ul><ul><li>Tracks: Finance, Marketing, MGMT </li></ul><ul><li>27% Full Time Students </li></ul>
    • 12. Survey Results—Best Website 6936-798 <ul><li>3-- yahoo.com, southwest.com </li></ul><ul><li>2– amazon.com </li></ul><ul><li>1—disney.com, travelocity.com, usair.com, espn.com, ebay.com, google.com, patent & trade office… </li></ul>
    • 13. Survey Results—Worst Website 6936-798 <ul><li>www.priceline.com (2), msn.com (2) </li></ul><ul><li>www.usf.edu blackboard hotmail.com sprintpc.com ebay.com spiritairlines.com miami.com www.bn.com realtor sites </li></ul>
    • 14. Survey Results--Internet <ul><li>Everybody is using the Internet </li></ul><ul><li>Internet usage range is 3-35 hr/wk </li></ul><ul><li>Average = 16.3 hr/wk </li></ul><ul><li>Is that a lot? </li></ul><ul><li>U.S. Average = 6.5 hr/wk* </li></ul><ul><li>FA 2002 MBA = 20.6 hr/wk </li></ul><ul><li>SP 2003 MBA = 18.3 hr/wk (Tampa) </li></ul><ul><li>Broadband at home = 53% </li></ul><ul><li>U.S. Average = 22 % </li></ul><ul><li>Broadband at home = 83% (Tampa) </li></ul>* 12/29/02
    • 15. A Step Toward E-Commerce???
    • 16. Nokia 9290 Features/Functions/Other <ul><li>Symbian OS </li></ul><ul><li>New Interface </li></ul><ul><li>Telephone </li></ul><ul><li>Speakerphone </li></ul><ul><li>10 Hr talk time </li></ul><ul><li>9 standby </li></ul><ul><li>Wireless Internet Access </li></ul><ul><li>640x200 Active Matrixt </li></ul><ul><li>Hot Keys vs. touch screen </li></ul><ul><li>Memory cards </li></ul><ul><li>$599 delv’d </li></ul><ul><li>$449 with T-Mobile </li></ul><ul><li>WAV file ringing </li></ul>In Class Exercise
    • 17. Nokia 9290 Features/Functions/Other <ul><li>PC Compative </li></ul><ul><li>Outlook </li></ul><ul><li>Lotus Notes </li></ul><ul><li>Word, Excel, PowerPoint </li></ul><ul><li>PDA </li></ul><ul><li>Digital Network </li></ul><ul><li>Qwerty keyboard </li></ul><ul><li>email </li></ul><ul><li>Fax </li></ul><ul><li>Digital camera connectivity </li></ul><ul><li>Conference calling </li></ul><ul><li>14,400 bits/second </li></ul><ul><li>14.4 Kb/sec </li></ul><ul><li>MP3 </li></ul>In Class Exercise
    • 18. Nokia 9290 Uses/Benefits <ul><li>Mobility </li></ul><ul><li>Portabilty </li></ul><ul><li>Convenient access to all sorts of business communications/functionality </li></ul><ul><li>Another silent mode of communication </li></ul><ul><li>Multi-tasking </li></ul><ul><li>Space saving </li></ul><ul><li>Entertainment </li></ul><ul><li>Cost effective </li></ul><ul><li>Status/Prestige </li></ul>In Class Exercise
    • 19. Bandwith: Consumer Context <ul><li>Dialup </li></ul><ul><li>ISDN </li></ul><ul><li>Cable </li></ul><ul><li>DSL </li></ul><ul><li>T1 </li></ul><ul><li>802.11b </li></ul><ul><li>3G </li></ul><ul><li>56 K </li></ul><ul><li>128 K </li></ul><ul><li>150 to 300 K </li></ul><ul><li>100 to 500 K </li></ul><ul><li>1400 K </li></ul><ul><li>300 to 500 K </li></ul><ul><li>144 K </li></ul>
    • 20. A Step Toward E-Commerce?
    • 21. A Trend-- 802.11b Library COBA <ul><li>www.acomp.usf.edu/wireless.html </li></ul>N
    • 22. E-Commerce <ul><li>What is it? </li></ul><ul><li>Why is it important? </li></ul>
    • 23. Business is going to change more in the next 10 years than it has in the past 50. William H. Gates III, 2000
    • 24. Marketing Concept <ul><li>Target Market </li></ul><ul><li>  Customer Needs & Wants </li></ul><ul><li>  Coordinated activities </li></ul><ul><li>  Profitability </li></ul>
    • 25. 3 Fundamental Business Shifts <ul><li>1. Most transactions—B2C, B2B, C2C and G2C will become self-service digital transactions. </li></ul><ul><li>2. Customer service will become the primary value-added function in every business. Personal consultancy not routine services. </li></ul><ul><li>3. The pace of transactions and customer needs for customer service will force firms to adopt digital processes ---for survival. </li></ul>
    • 26. Search Engines <ul><li>March & October 2002—Jupiter Media Metrix </li></ul><ul><li>114 Million Internet Users At Home Or Work </li></ul><ul><li>80% Made a Search </li></ul><ul><li>www.searchenginewatch.com/reports/mediametrix.html </li></ul>
    • 27. Search Engines--Popularity <ul><li>March 2002: </li></ul><ul><li>37.0% MSN </li></ul><ul><li>34.0% Yahoo! </li></ul><ul><li>28.9% Google </li></ul><ul><li>22.4% AOL </li></ul><ul><li>15.7% AskJeeves </li></ul><ul><li>9.2% LookSmart </li></ul><ul><li>Oct 2002: </li></ul><ul><li>29.2% Google </li></ul><ul><li>28.5% Yahoo! </li></ul><ul><li>28.1% MSN </li></ul><ul><li>19.7% AOL </li></ul><ul><li>10.3% AskJeeves </li></ul><ul><li>5.5% Netscape </li></ul>
    • 28. Search Engine—Avg. Minutes <ul><li>36.4” AOL </li></ul><ul><li>25.7” Google </li></ul><ul><li>11.6” Earthlink </li></ul><ul><li>11.1” Infospace </li></ul><ul><li>10.0” AskJeeves </li></ul><ul><li>10.8” Yahoo! </li></ul><ul><li>8.6” MSN </li></ul>October 2002
    • 29. Search Engines—Best Metric Millions of Hours <ul><li>Mar 2002: </li></ul><ul><li>11.7 Google </li></ul><ul><li>6.5 Yahoo! </li></ul><ul><li>4.8 AskJeeves </li></ul><ul><li>4.0 MSN </li></ul><ul><li>2.9 AOL </li></ul><ul><li>1.9 AltaVista </li></ul><ul><li>Oct 2002: </li></ul><ul><li>16.1 Google </li></ul><ul><li>15.4 AOL </li></ul><ul><li>6.6 Yahoo! </li></ul><ul><li>5.2 MSN </li></ul><ul><li>2.2 AskJeeves </li></ul><ul><li>1.2 Infospace </li></ul>
    • 30. State of Online Retailing 5.0 Report by BCG
    • 31. Online Retailing Facts <ul><li>Compiled by Boston Consulting Group </li></ul><ul><li>for shop.org (trade assoc. of online merchants) </li></ul><ul><li>survey of 221 of 412 members </li></ul><ul><li>2001 online revenue by North American retailers = $51.3 billion </li></ul><ul><li>2001 = 21 % over 2000 </li></ul><ul><li>2002 = 43 % over 2001 (est.) </li></ul>
    • 32. Online Sales <ul><li>2001 Online sales = 2.4 % Of Total </li></ul><ul><li>2002 Online Sales = 3.2 % (est.) </li></ul>
    • 33. E-Commerce: Drivers of Profitability <ul><li>Increased consumer spending online </li></ul><ul><li>operational performance improvements, Marketing efficiency </li></ul><ul><li>Increased Repeat Online Buyers </li></ul><ul><li>Tighter Expense Control </li></ul>
    • 34. Online Retailing Facts Customer Acquisition Costs <ul><li>2001 = $14 </li></ul><ul><li>2000 = $29 </li></ul><ul><li>1999 = $38 </li></ul>
    • 35. Online Retailing Facts Conversion Per Visit Percentages <ul><li>2001 = 3.1 </li></ul><ul><li>2000 = 2.2 </li></ul><ul><li>1999 = 1.8 </li></ul>
    • 36. So Online Sales Are Doing Well? <ul><li>Online Retailing Fact: </li></ul><ul><li>65% of (virtual) shopping carts are abandoned before checkout </li></ul><ul><li>Why? </li></ul>
    • 37. E-Commerce <ul><li>Consists of using electronic information-based systems to engage in transactions or commerce online. </li></ul><ul><li>Kleindl </li></ul>
    • 38. E-Commerce Marketing <ul><li>… the entire process of using innovation to create a product and get it in the hands of someone who wants [it]... </li></ul>
    • 39. E-Commerce Marketing <ul><li>… is also closing geographic boundaries and making market is accessible to anyone who has a computer... </li></ul>
    • 40. E-Commerce Marketing <ul><li>…A lot of companies just use e-commerce as a new distribution channel. These…should have new marketing strategies for these e-commerce activities… </li></ul>
    • 41. E-Commerce Marketing <ul><li>… vast opportunities with the web for companies to grow, network, amass many customers, and gain sales & market share rapidly... </li></ul>
    • 42. The Big Concepts <ul><li>Information </li></ul><ul><li>Amplification </li></ul><ul><li>Asynchronicity </li></ul>
    • 43. E-Commerce Marketing <ul><li>… includes all aspects, or any grouping of aspects of the purchasing decision that are available on-line. Whether it is researching or pricing a product...It includes customer’s reactions to the site…a flat, visual interface. </li></ul>
    • 44. The Big Concepts <ul><li>Information </li></ul><ul><li>Amplification </li></ul><ul><li>Asynchronicity </li></ul>
    • 45. E-Commerce Marketing <ul><li>… a strong ‘e-plan’ can serve as a differentiator for most businesses. ...enjoy the interactive & aesthetically pleasing sites that provide a good experience… </li></ul>
    • 46. E-Commerce Marketing <ul><li>… is a vehicle which connects markets worldwide…enormous potential, but in a development stage. It makes so much accessible to so many people… </li></ul>
    • 47. Blown To Bits <ul><li>Reach </li></ul><ul><li>Richness </li></ul>
    • 48. Marketing Experience Pre-Purchase Purchase Post-Purchase Web Site Advert. Info:WOM Web Site:Service Loyalty Programs Quality WON Web Site:Usability Sales Promo. Assortment
    • 49. eBay <ul><li>How’d it start? </li></ul><ul><li>What is eBay? </li></ul><ul><li>Important Components: Mission Target Market Information Feedback Community Inventory </li></ul><ul><li>Demo </li></ul>
    • 50. eBay Mission and Market <ul><li>To help practically anyone trade practically anything on earth. </li></ul><ul><li>Market: </li></ul><ul><li>http:// pages.ebay.com/community/aboutebay/overview/index.html </li></ul>
    • 51. Follow-On Innovations <ul><li>www.hammertap.com </li></ul><ul><li>Note: We did not get to go to this site, account time </li></ul>Site Visit
    • 52. PayPal <ul><li>What is it? </li></ul><ul><li>Why is it important? </li></ul><ul><li>Who are the customers? </li></ul><ul><li>What are the effects? </li></ul>
    • 53. Weekly Analysis Paper # 1 <ul><li>Subject: PayPal </li></ul><ul><li>Criteria: Business Model Technology Mission Target Market </li></ul><ul><li>Length : 1.5 Pages </li></ul><ul><li>Cover sheet </li></ul>
    • 54. For January 23 <ul><li>Chapter 8– The Market </li></ul><ul><li>Blown To Bits—p1-97 </li></ul><ul><li>Weekly Access Paper # 1 </li></ul><ul><li>Purchase the WSJ Online-- 60 Day Demo—Do not start it up yet </li></ul>
    • 55. End Here

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