Klasifikasi B2B Marketplace

Transcription

1 Klasifikasi B2B Marketplace Based on degree of openness: What s the difference between B2B and B2C buyers? Market structure Nature of the buying unit Type of purchase o Services: low-volume, high-value o Stationary: high-volume, low-value How does information get exchanged between browser and server? Why adopt digital technologies? Cost/efficiency drivers: o Increasing speed with suppliers can be obtained o Increasing speed with which goods can be dispatched o Reduced sales and purchasing costs o Reduced operating costs Competitiveness drivers: o Customer demand o Improving the range and quality of service offered o Avoid losing market share to business already using e-commerce Aims of ecrm: Creating a long-term relationship with customers to offset their acquisition costs Reducing the rate of customer defections Increasing the share-of-wallet through crossselling and up-selling Increasing the profitability of low-profit customers Focusing on high-value customers Porter s Value Chain ( With customized products ): What standards are around? Networking Standards: o TCP/IP o IP Address o Packet The HTTP Protocol Uniform Resource Locators (URLs) Domain Names Web Presentation & Data Exchange Standards: o HTML: A standard format used to define the text and layout of web pages. HTML files usually have the extension.html or.htm o XML : A standard for transferring structured data, unlike HTML which is purely presentational. Audio & Video Standards: o GIF (Graphics Interchange Format) A graphics format and compression algorithm best used for simple graphics

2 o JPEG (Joint Photographics Experts Group) A graphics format and compression algorithm best used for photographs o Streaming media. Sound and video that can be experienced within a web browser before the whole clip is downloaded e.g. Real Networks.rm format o Video standards include MPEG and.avi o Sound standards include MP3 and WMA Layers in the 5-layer ebusiness Infrastructure model? What are the 9 issues in ebusiness Strategy Implementation? Vision Objectives Value creation Target segments Privacy, ethical, and legal issues External partners Organizational Model Revenue & Cost model Strategy Alignment Matrix of catalyst of change? Draw a supply chain! What does an application infrastructure looks like? 2 value chain models? Management issues in ebusiness infrastructure? How can an organization positively impact on its value chain by investing in new or upgraded information systems? 1. Assess the information intensity of the value chain. 2. Determine the role of IS in the industry structure 3. Identify and rank the ways in which IS might create competitive advantage. 4. Investigate how IS might spawn new businesses. 5. Develop a plan for taking advantage of IS.

3 What can we do to restructure the supply chain? Explain the main eprocurement model alternatives for buyers! What s the alternative strategy in modifying the ebusiness supply chain? 5 things that must be right in purchasing? Price Time Quality Quantity Source Types of Procurement: Production-related procurement Non-production related procurement How items are bought: Systematic sourcing Spot sourcing Why use eprocurement? Cost reduction Enhanced budgetary control Elimination of administrative errors Increasing buyer s productivity Improving information management Improving the payment process Explain the advantages and disadvantages of online purchasing! The Advantages: o Higher transparency o Reduced risk of maverick spend o Price reduction through online negotiation o Process optimization The Disadvantages: o Organizational Risk o Technology Risk o Supplier Resistance Elements of CRM: Five different types of web users Directed information-seekers Undirected information seekers Directed buyers Bargain hunters Entertainment seekers How do you reach consumers for e-commerce? Online: o Search marketing o Online PR o Online partnerships o Interactive ads

4 o Opt-in- o Viral marketing Offline: o Advertising o Personal Selling o Sales Promotion o PR o Sponsorship o Direct mail o Exhibitions o Merchandising o Packing o Word of mouth How can you tell that your marketing communication is effective? Volume / number of visitors Quality / Converstion rates Cost per click Cost per action ROI Branding metrics Lifetime-value-based ROI emarketing plan: A framework for emarketing planning (SOSTAC) Give a few examples of CRM usage in marketing! Sales Force Automation Customer Service Management Managing the sales process Campaign management Analysis Why do organizations need customer retention management? Retain customers Keep them using the online channel Why is ecrm useful for the company? Targeting more cost-effectively Achieve mass customization of the marketing messages Increase depth, breadth and nature of relationship A learning relationship can be achieved Lower cost Explain the customer lifecycle segmentation! 1. First-time visitor 2. Return visitor 3. Newly registered visitor 4. Registered visitor 5. Purchased once or n times 6. Purchased inactive 7. Purchased active: e-responsive An objective must be (SMART): Specific Measurable Achievable Realistic Time-constrained What do you need to ask yourself when developing a strategy? Who are our customers? How are their needs changing? Which do we target? How can we add value? How do we become first choice?

5 Characteristics of new media marketing communications: Interactivity Intelligence Individualization Integration Industry restructuring Independence of location Organizational Structures Human impact Technologies to support change Risk management Why change and how to achieve it? Marketing Mix: Product Promotion Price Place People Process Physical Evidence Options for changing brand identity online: Transfer traditional brand online Extend traditional brand Partner with existing digital brand Create a new digital brand How does user behave on the social web? Finding valuable peers (discovery) Associating with valuable peers (homogeneity) Imparting information (sharing) How do you increase the richness of interactions with customers? Viral growth o Viral marketing o The barriers of viral marketing: Lack of control over people Lack of control over content The tipping point concept o Concentrate on three types of people: Connectors Mavens Salesmen The long-tail of internet-based social networks o The main implications: Lengthen the tail Fatten the tail Drive demand down the tail 7S Strategic framework What's the 7 internal aspects of an organization that needs to be aligned for it to be successful? Strategy Structure Systems Staff Style Skills Superordinate goals / shared values Types of change? Incremental relatively small adjustment Discontinuous major transformation Organizational includes both incremental and discontinuous Anticipatory initiate change Reactive direct response to change Elements in effective project management? Estimation Resource allocation Schedule/plan Monitoring and control What's the problem in managing change? Schedule Budget Resources The stages in developing ebusiness solution?

6 4. Process support. TQM, benchmarketing, BPR, Six Sigma. 5. Developmental. Enhancing staff skills, competencies training and e-learning. 6. Innovation and creation. Communities, collaboration and virtual teamwork. Steps in risk management: Identify risks, including their probabilities and impacts. Identify possible solutions to these risks. Implement the solutions targeting the highest impact, most likely risks. Monitor the risks to learn for future risk assessment. The digital marketing organization: How do you manage change? Collaborative widespread participation of employees Consultative management take final decisions Directive the management team takes the decisions Coercive the management team takes the decision with very limited recourse to employees The framework for knowledge management: Identify knowledge Create new knowledge Store knowledge Share knowledge Use knowledge Classes of KM Application: 1. Transactional. Help desk and customer service applications. 2. Analytical. Data warehousing and data mining for CRM applications. 3. Asset management. Document and content management.