CSC342 : Computer Applications to Business 2

Transcription

1 CSC342 : Computer Applications to Business 2 Muhammad Umair

2 Online Purchasing Decision Aids (Case Study) Ref: Shopzilla

3 Online Purchasing Decision Aids What they offer? Price Comparison Services Trust Quality Rating Reviews etc.

4 Issues In E-tailing and Lessons Learned

5 Issues In E-tailing and Lessons Learned Channel Conflict Channel conflict refers to the case in which online sales damage the well being of an existing channel partner. Class discussion.

6 Issues In E-tailing and Lessons Learned Lesson Learned A company must replicate each of its physical business processes design several more that can be performed online only. Mature Website??

7 Online Consumer Behavior

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9 A Generic Purchasing-Decision Model Need identification Recognize a need. Information search what product to buy :: from whom to buy it. Evaluation of alternatives Feasible options, Negotiate terms. Purchase and delivery Post-purchase activities (Class Discussion)

10 Mass Marketing, Market Segmentation, and Relationship Marketing Mass Marketing Putting banner ads on an Internet portal so that everyone who accesses the website can see the message is a typical example of online mass marketing. Ford Motor Case online roadblock advertising campaign on the Internet to promote its trucks Channels used : AOL, MSN, and Yahoo!

11 Mass Marketing, Market Segmentation, and Relationship Marketing Market Segmentation Dividing a large group of consumers into smaller segments and then implementing suitable advertisements to target each segment. Jewelry Ad in Body Building Magazine? Relationship Marketing Focuses on building long-term relationships with customers.

12 Mass Marketing, Market Segmentation, and Relationship Marketing

13 Mass Marketing, Market Segmentation, and Relationship Marketing

14 Personalization and Behavioral Marketing Web Cookies: for Data Collection. Behavioral targeting: uses consumer browsing behavior information. Collaborative filtering: Using proprietary formulas, collaborative filtering automatically connects the preferences and activities of many customers that have similar characteristics to predict preferences of new customers. Content based filtering : identify customer preferences by the attributes of the product(s) they buy or intend to buy.

15 Loyalty, Satisfaction, and Trust In E-commerce Customer loyalty previous customers will continue to repurchase or repatronize a product/service from the same vendors over an extended period of time.

16 Loyalty, Satisfaction, and Trust In E-commerce Customer loyalty - Benefits Cost saving (low marketing / advertisement cost) Increased revenue Lower transaction price etc.

17 Loyalty, Satisfaction, and Trust In E-commerce E-loyalty Positive customer reviews have considerable impact on increased repurchase intention and e-loyalty. e-loyalty is affected by satisfaction, trust and commitment.

18 Loyalty, Satisfaction, and Trust In E-commerce Satisfaction service quality, system quality, and information quality. Task: Explore this domain, submit a one page report in next class.

19 Loyalty, Satisfaction, And Trust In E-commerce Trust What is trust? How to gain trust? Class discussion

20 Market Research for E-Commerce Goal is to identify Marketing opportunities and problems, Provide input for marketing planning, Find out how to influence the purchasing process, To evaluate the success of promotions and advertisements. Class Activity How to??