電子商務(wù)與貿(mào)易實務(wù)（英文版）課件

ECANDBUSINESSOPERATION電子商務(wù)與貿(mào)易實務(wù)ECANDBUSINESSOPERATION電子商務(wù)與1請用5分鐘書面回答以下問題，答完后請在課后交過來：企業(yè)名稱，規(guī)模，行業(yè)，產(chǎn)品姓名，職位，學(xué)歷，就業(yè)時間你家里有沒有計算機，能不能上網(wǎng)，對你的計算機應(yīng)用能力進行評價。你所在單位計算機有多少臺，有無網(wǎng)絡(luò)，能不能上網(wǎng)，有沒有網(wǎng)站，有沒有信箱，利用率如何。你，以及單位，在與其他機構(gòu)，如政府部門之間的文件交換是什么形式？政府部門有沒有要求這你或單位提供電子文檔？單位有沒有計算機管理系統(tǒng)？如ERP，如有，利用水平如何。單位有沒有集成制造系統(tǒng)，如有，利用率如何？請用5分鐘書面回答以下問題，答完后請在課后交過來：企業(yè)名稱，2WHATISEC什么是電子商務(wù)WHATISEC什么是電子商務(wù)3DefinitionsandContentofFieldElectronicCommerce(EC)iswherebusinesstransactionstakeplaceviatelecommunicationsnetworks,especiallytheInternet.Electroniccommercedescribesthebuyingandsellingofproducts,services,andinformationviacomputernetworksincludingtheInternet.TheinfrastructureforECisanetworkedcomputingenvironmentinbusiness,home,andgovernment.E-BusinessdescribesthebroadestdefinitionofEC.Itincludescustomerserviceandintrabusinesstasks.ItisfrequentlyusedinterchangeablywithEC.DefinitionsandContentofFie4PureVs.PartialElectronicCommerceThreedimensionstheproduct(service)sold[physical/digital];theprocess[physical/digital]thedeliveryagent(orintermediary)[physical/digital]TraditionalcommercealldimensionsarephysicalPureECalldimensionsaredigitalPartialECallotherpossibilitiesincludeamixofdigitalandphysicaldimensionsPureVs.PartialElectronicC5PhysicalagentDigitalagentDigitalProductPhysicalProductPhysicalprocessDigitalprocessVirtualprocessVirtualdeliveryagentVirtualproductElectroniccommerceareasThecoreofelectroniccommerceTheDimensionsofElectronicCommerceTraditionalcommercePhysicalagentDigitalagentDig6Amarketisanetworkofinteractionsandrelationshipswhereinformation,products,services,andpaymentsareexchanged.Themarkethandlesallthenecessarytransactions.Anelectronicmarketisaplacewhereshoppersandsellersmeetelectronically.Inelectronicmarkets,sellersandbuyersnegotiate,submitbids,agreeonanorder,andfinishtheexecutionon-oroff-line.ElectronicMarketsAmarketisanetworkofinter7Aninterorganizationalinformationsystem(IOS)involvesinformationflowamongtwoormoreorganizations.Itsmajorobjectiveisefficientroutinetransactionprocessing,suchastransmittingorders,bills,andpaymentsusingEDIorextranets.Scope:AnIOSisaunifiedsystemencompassingtwoorseveralbusinesspartners.AtypicalIOSincludesacompanyanditssuppliersandand/orcustomers.InterorganizationInformationSystemsAninterorganizationalinforma8Business-to-businessBusiness-to-customerIntrabusinesstransactionsOthersClassificationofElectronicCommerceClassificationofECbytheNatureoftheTransactionsBusiness-to-businessClassifica9APPLICATIONOFECINDIFFERENTFIELD電子商務(wù)在不同領(lǐng)域中的應(yīng)用APPLICATIONOFECINDIFFERENT10RetailingRetailing11ElectronicMarketingDirectmarketingCustomizationOnlinecustomerserviceElectronicshoppingmalls:Intermediaries(e.g.InternetMall)Stores(e.g.Amazon,J.C.PenneyOnline)ElectronicintermediariesGlobalmarketingCustomerscanorderfromcyberstores24hoursaday,7daysaweekfromanyplaceintheworldElectronicMarketingDirectmar1211Shopper/PurchaserSeller/SupplierElectronicMarket(TransactionHander)Electroniccommercenetwork(Infrastructure)Product/serviceinformationrequestPurchaserequestPaymentorpaymentadvicePurchasefulfillmentrequestPurchasechangerequestResponsetofulfillmentrequestShippingnoticePaymentapprovalElectronictransferoffundsElectronictransferoffundsShopper/Purchaser’sBankPaymentremittancenoticeElectronictransferoffundsTransactionHandler’sBank(AutomatedClearingHouse)Seller/Supplier’sBankElectronicMarkets?PrenticeHall,2000ResponsetoinformationrequestPurchaseacknowledgmentShippingnoticePurchase/servicedelivery(ifonline)Paymentacknowledgment11Shopper/PurchaserSeller/Supp13ActiveElectronicIntermediariesPureelectronicmallCompany’sretailingbusinessexistsonlyontheInternetElectronicdistributorstakefullresponsibilityoffulfillingordersandcollectingpaymentsElectronicbrokersassistthesearchprocessoffindingtheappropriateproductsandtheirvendorsPartialelectronicmallElectronicmallasoneofexistingdistributionchannelsActiveElectronicIntermediari14AidingComparisonShoppingSearchhypertextfilesbyagentsSearchinaweb-baseddatabasebothbyhumanandsoftwareagentswithinane-mallComparableitemretrievalandtabularcomparisonComparisonsovermultiplemallsComparisonsasamultiplecriteriadecisionmakingAidingComparisonShoppingSear15InternetConsumersandMarketResearchInternetConsumersandMarket16TheImportanceofCustomersCompetition“fighting”oncustomerstosucceed:controlthe3CsCustomerscustomersbecomesaKing/Queentosucceed:findingandretainingcustomersChangeECisanewdistributionchanneltosucceed:convincecustomerstogoonlineandthentochooseyourcompanyovertheonlinecompetitorsThemajorpressuresarelabeledthe3CsTheImportanceofCustomersCom17One-to-OneMarketingRelationshipmarketing“Overtattemptofexchangepartnerstobuildalongtermassociation,characterizedbypurposefulcooperationandmutualdependenceonthedevelopmentofsocial,aswellasstructural,bonds”“Treatdifferentcustomersdifferently”Abletochangethemanneritsproductsareconfiguredoritsserviceisdelivered,basedontheindividualneedsofindividualcustomersOne-to-OneMarketingRelationsh18ConsumerDemographics(1998)VariablesInfluencingDecisionMakingProcessAge(mostly21-30year-old)Maritalstatus(41%married&39%single)Educationallevel(81%withatleastsomecollegeeducation&50%obtainedatleastbaccalaureatedegree)Ethnicity(87%whiteinAmerica)Occupation(26%educational-relatedfield,22%computers&22%otherprofessionals)?PrenticeHall,20008ConsumerDemographics(1998)Va19AnsweringcustomerinquiresProvidingtechnicalandotherinformationLettingcustomerstrackaccountsororderstatusAllowingcustomerstocustomizeandorderonline?PrenticeHall,200021TypesofCustomerServiceFunctionsAnsweringcustomerinquires?P20ToolsofCustomerServicePersonalizedWebPagesusedtorecordpurchasesandpreferencedirectcustomizedinformationtocustomersefficientlyChatRoomdiscussissueswithcompanyexperts;withothercustomers

E-mailusedtodisseminateinformation,sendproductinformationandconductcorrespondenceregardinganytopic,butmostlyinquiriesfromcustomersFAQsnotcustomized,nopersonalizedfeelingandcontributiontorelationshipmarketingToolsofCustomerServicePerso21UsingonlinetechnologytoconductsurveysMoreefficient,faster,andcheaperdatacollection,andamoregeographicallydiverseaudiencethanthosefoundinoff-linesurveysAbilitytoincorporateradiobuttons,data-entryfieldsandcheckboxesinthesurveysEliminatingthedatareentryerrors(fromquestionnairestothecomputer,foranalysis)Notsuitableforeverycustomerorproduct—itisskewedtowardhighlyeducatedmaleswithhighdisposalincomeOnlineMarketResearchUsingonlinetechnologytocon22OnlineMarketResearchMethodPoststrategicqueriestonewsgroupsPostsurveysonyourWebsiteOfferrewardsforparticipationPoststrategicqueriesonyourWebsitePostrelevantcontenttogroupswithapointertoyourWebsitesurveyPostadetailedsurveyinspeciale-mailquestionnairesCreateachatroomandtrytobuildacommunityofconsumersOnlineMarketResearchMethodP23AdvertisementinElectronicCommerceAdvertisementinElectronicCo24WhyInternetAdvertisement?Three-quartersofPCusersgaveupsometelevisiontimeInternetusersarewelleducatedwithhigh-income,whichmakesthemadesiredtargetforadvertisersAdscanbeupdatedanytimewithaminimalcost;thereforetheyaretimelyandveryaccurateWhyInternetAdvertisement?Thr25AdvertisingMethodsBannersBannerSwappingBannerExchangesPaidAdvertisingandAdAgenciesSplashScreenURL(UniversalResourceLocators)E-mailChatRoomsBBSAdvertisingMethodsBanners26ECinServiceIndustriesECinServiceIndustries27TravelandTourismServicesBytheyear2000,closeto25percentofallbusiness-tocustomerInternetcommercewillberelatedtotourismTheInternetisanidealplacetoplan,explore,andarrangealmostanytripIBM’svisionofseamlesselectronictravelusingsmartcardsTravelandTourismServicesBy28TheEmploymentPlacementMarketEmployersarelookingforemployeeswithspecificskills,andindividualsarelookingforajobVeryvolatilemarketMovedtotheInternetMillionsofjobseekers,hundredofthousandsofjobsTheEmploymentPlacementMarke29RealEstate:FromVirtualRealtorstoVirtualRealityYoucanviewmanypropertiesonthescreenYoucansortandorganizepropertiesYoucanfinddetailedinformationaboutthepropertiesYoucansearch,compareandapplyforloansRealEstate:FromVirtualReal30TradingStocksOnlineCostsbetween$7and$20pertransaction(Vs.$30-$100intraditionalbrokerage)NowaitingonbusytelephonelinesNooralcommunication,lesschanceforerrorsPlaceordersfromanywhere,anytime,dayornightNobiasedbrokertopushyouConsiderableamountoffreeinformationTradingStocksOnlineCostsbet31ImplementationIssuesinBankingandOnlineTradingCyberbankingandPersonalFinanceEncryptedSSLSession&DigitalCertificateVerificationInitiatedExternalFirewallBofAWebServerInternalFirewallBofAApplicationServerBankofAmericaSecuritySystemLogonScreenUserIDUserPasswordBofAWebSiteCustomer’sComputerSecuringFinancialTransactionsApplicationCase:SecurityatNationsBankImplementationIssuesinBanki32BillingOnlineConsumerBillConsolidatorBillersPhoneCredit

CardUtilitySuchpaymentscanbemadeintoanybankaccount.Manypeoplepaytheirmonthlyrentandotherbillsdirectlyintothepayee’sbankaccounts.BillingOnlineConsumerBillCon33ElectronicCreditCardSystem

ontheInternetThePlayersCardholderMerchant(seller)Issuer(yourbank)Acquirer(merchant’sfinancialinstitution,acquiresthesalesslips)Brand(VISA,MasterCard)ElectronicCreditCardSystem

34ElectronicFundTransfer(EFT)

ontheInternetAnArchitectureofElectronicFundTransferontheInternetInternetPayerCyberBankBankCyberBankPayeeAutomatedClearinghouseVANBankVANPaymentGatewayPaymentGatewayElectronicFundTransfer(EFT)35OTHERE-PAYMENTSmartCardsElectronicCashandMicropaymentsElectronicCheckSystemsOTHERE-PAYMENTSmartCards36Auctions:FromTheorytoPracticeEarlyauctioningdoneonlocalareanetworkstheauctioningofpigsinTaiwanandSingaporetheauctioningofflowersinHollandtheauctioningofcarsinJapanAuctionsontheInternetstartedin1995similartoofflineauctions,exceptforthefactthattheyaredoneonacomputersomelastdays,othersashorttimedetailedinformationisavailablestartbiddingbysendinge-mailorfillingoutanelectronicformnamesofbiddersarekeptcodedtomaintainprivacyAuctions:FromTheorytoPract37BenefitsandLimitationsBenefits

ForsellerSellsgoodsefficientlySellsgoodswithlittleactionoreffortCreatesagreaterrangeofpotentialbuyersSellsexcessinventoriesquicklyviathisprocessForbuyersGetsahugevarietyofgoodsFindsqualitygoodsforlargelydiscountedpricesLimitationsInabilitytophysicallyseetheitemsPossibilityoffraudLesscompetitiveatmospheremayprevailontheNetBenefitsandLimitationsBenefi38OnlinePublishingTheelectronicdeliveryofnewspapers,magazines,news,andotherinformationthroughtheInternetOnlinePublishingTodayandTomorrowToday—mainlyusedfordisseminatinginformationandforconductingsalestransactionsinteractivelyTomorrow—includemorecustomizedmaterialthatthereaderwillreceivefree,orwillpayforOnlinePublishingTheelectroni39VirtualTeachingandUniversitiesKnowledgeDisseminationManyuniversitiesareofferinglimitedcoursesanddegreesbutuseinnovativeteachingmethodsandmultimediasupportMBAprograminHongKonglecturesaredeliveredasaninteractiveTV(iTV)studentscandecidewhatandwhentheywantto‘a(chǎn)ttend’thelecturelecture,supportmaterial,exercisesetc.areprovidedontheWebVirtualTeachingandUniversit40ERPANDBUSINESSMANAGEMENT企業(yè)資源計劃與工商管理Business-to-BusinessElectronicCommerceERPANDBUSINESSMANAGEMENT企業(yè)資41MajorConceptsOrderfulfillment:DeliverrightorderontimeFrontofficeoperations:Ordertaking,advertisement,CRMBackofficeoperations:Accounting,finance,inventor,packaging,logisticsLogistics:Managingtheflowofgoods,informationandmoneyalongthesupplychainMajorConceptsOrderfulfillmen42SupplyChainDefinitionAllactivitiesassociatedwiththeflowandtransformationofgoodsfromrawmaterialstoendusers2ndTierSupplierUpstreamInternalDownstream2ndTierSupplier2ndTierSupplier1stTierSupplier1stTierSupplierAssembly/ManufacturingandPackagingDistributionCentersRetailersCustomersGrainProducerProcessingFacilityPackagingDistributorStoreCustomersCorrugateManufacturerLumberCompanyLabelManufacturerGrainCerealPackagedCerealLabelsWordPaperboardSupplyChainDefinition2ndTier43ThebullwhipeffectSlightchangesinactualdemandcreateproblemsPartnersbuild“justincase”inventoriesLackoftrustamongpartnersStockpillingresultinhugecostThemanufacturerscannotplanproductionCannotordermaterialfromsuppliersThebullwhipeffectSlightchan44SupplyChainManagementDefinition:Flowofmaterial,information,money,etc.fromrawmaterialsuppliersthroughfactoriestocustomersItincludes:organizations,procedures,peopleSCM:Integrationofthebusinessprocessesalongthechain,Planning,Organizing,controlofmanyactivitiesActivities:Purchasing,delivery,packaging,checking,warehousing,etc.SupplyChainManagementDefinit45ITasproblemsolverITasproblemsolver46EvolutionofSoftwareIntegrationCompletelyIndependentofeachotherMRP=MaterialRequirementsPlanning:Inventory,productionMRPII=ManufacturingRequirementsPlanningmoreintegrated,MRP+Finance+laborERP=EnterpriseResourcesPlanningAllfunctionalareasExtendedERP=Includesuppliers,customersEvolutionofSoftwareIntegrat47FromSAPtomySAP.comSAP=Traditional ERP=AutomateandIntegratetransactionsMySAP.com=webbasedcomprehensivesystemWorkplace-apersonalized,role-basedinterfaceMarketplace-onestopdestinationforbusinessprofessionaltocollaborateBusinessScenarios-productsfortheInternetandintranetApplication-hosing-hostingWebapplicationsforSMEsFromSAPtomySAP.comSAP=Tradi48EnterpriseResourcePlanning(ERP)ERP=IntegratingbusinessprocessesandactivitiesinrealtimeSolvesmanysupplychainproblemsNecessaryformediumtolargecorporationsHelpfulalsoforsomeSMEsNeedtointerfacewithECordertakingsystemManagesallroutinetransactionsintheEnterpriseRecentlyextendedtosuppliersandcustomersEnterpriseResourcePlanning(49PostERP(2ndGeneration)1stgeneration-transactionprocessingorientation2ndgenerationincludingdecisionmakingcapabilitiesECrequiresdecisionsupportECrequiresbusinessintelligenceSCMsoftware:ProductionPlanning,Manpowerutilization,Profitabilitymodels,marketanalysis.

IntegrationofSCMcapabilitiesOtheraddedfunctionalities:CRM,KMPostERP(2ndGeneration)1stg50ASPLeasinginformationsystemsapplicationBacktothedaysof“timesharing”AriskpreventionstrategyVerypopularwithERP(expensive,cumbersome)ASPLeasinginformationsystems51INFRASTRUCTUREOFEC電子商務(wù)的基礎(chǔ)INFRASTRUCTUREOFEC電子商務(wù)的基礎(chǔ)52AglobalnetworkedenvironmentisknownastheInternetAcounterpartwithinorganizations,iscalledanintranetAnextranetextendsintranetssothattheycanbeaccessedbybusinesspartners.INTERNET，INTRANET，EXTRANETAglobalnetworkedenvironment53Public/ExternalInternetUsersIntranetClientsServersERPLegacysystemsE-mailserversWebserversDatabasesFirewalls54TheIntranetPublic/ExternalIntranetClients54TunnelingInternetExtranetIntranetFirewallIntranetFirewall55TheExtranetSuppliersVPNDistributorsVPNCustomersVPN?PrenticeHall,2000TunnelingInternetExtranetIntr55EnterpriseConsumersSuppliersClientsBusinessPartnersDistributorsVPNInternetIntranetExtranetIntranetIntranetIntranetIntranetVPNVPNVPNVPNRemoteEmployeesBasicConceptofExtranetsRevisited?PrenticeHall,2000EnterpriseConsumersSuppliersCl56ElementsofExtranetsComponentsofExtranetsIntranetsWebserverFirewallsInternetServiceProvider(ISP)TunnelingtechnologyInterfacesoftwareBusinessapplicationMethodstoConfigureExtranetsTheycanbeimplementedusingadirectleasedlinewithfullcontroloverit,linkingallintranetsAsecurelinkcanbecreatedacrosstheInternet,whichcanbeusedbythecorporationasavirtuallyprivatenetwork(VPN)ElementsofExtranetsComponent5758Summary:Internet,Intranet,andExtranetNetworkTypical TypeofType Users Access InformationInternetAnyindividualwithdial-upaccessorLANUnlimited,public;norestrictionsGeneral,publicandadvertisementIntranetAuthorizedemployeesONLYPrivateandrestrictedSpecific,corporateandproprietaryExtranetAuthorizedgroupsfromcollaboratingcompaniesPrivateandoutsideauthorizedpartnersSharedinauthorizedcollaboratinggroup?PrenticeHall,200058Summary:Internet,Intranet58TOBEAINTERNETBUSINESSMAN充分利用互聯(lián)網(wǎng)做一個現(xiàn)代商人TOBEAINTERNETBUSINESSMAN充分59THANKSTHANKS60ECANDBUSINESSOPERATION電子商務(wù)與貿(mào)易實務(wù)ECANDBUSINESSOPERATION電子商務(wù)與61請用5分鐘書面回答以下問題，答完后請在課后交過來：企業(yè)名稱，規(guī)模，行業(yè)，產(chǎn)品姓名，職位，學(xué)歷，就業(yè)時間你家里有沒有計算機，能不能上網(wǎng)，對你的計算機應(yīng)用能力進行評價。你所在單位計算機有多少臺，有無網(wǎng)絡(luò)，能不能上網(wǎng)，有沒有網(wǎng)站，有沒有信箱，利用率如何。你，以及單位，在與其他機構(gòu)，如政府部門之間的文件交換是什么形式？政府部門有沒有要求這你或單位提供電子文檔？單位有沒有計算機管理系統(tǒng)？如ERP，如有，利用水平如何。單位有沒有集成制造系統(tǒng)，如有，利用率如何？請用5分鐘書面回答以下問題，答完后請在課后交過來：企業(yè)名稱，62WHATISEC什么是電子商務(wù)WHATISEC什么是電子商務(wù)63DefinitionsandContentofFieldElectronicCommerce(EC)iswherebusinesstransactionstakeplaceviatelecommunicationsnetworks,especiallytheInternet.Electroniccommercedescribesthebuyingandsellingofproducts,services,andinformationviacomputernetworksincludingtheInternet.TheinfrastructureforECisanetworkedcomputingenvironmentinbusiness,home,andgovernment.E-BusinessdescribesthebroadestdefinitionofEC.Itincludescustomerserviceandintrabusinesstasks.ItisfrequentlyusedinterchangeablywithEC.DefinitionsandContentofFie64PureVs.PartialElectronicCommerceThreedimensionstheproduct(service)sold[physical/digital];theprocess[physical/digital]thedeliveryagent(orintermediary)[physical/digital]TraditionalcommercealldimensionsarephysicalPureECalldimensionsaredigitalPartialECallotherpossibilitiesincludeamixofdigitalandphysicaldimensionsPureVs.PartialElectronicC65PhysicalagentDigitalagentDigitalProductPhysicalProductPhysicalprocessDigitalprocessVirtualprocessVirtualdeliveryagentVirtualproductElectroniccommerceareasThecoreofelectroniccommerceTheDimensionsofElectronicCommerceTraditionalcommercePhysicalagentDigitalagentDig66Amarketisanetworkofinteractionsandrelationshipswhereinformation,products,services,andpaymentsareexchanged.Themarkethandlesallthenecessarytransactions.Anelectronicmarketisaplacewhereshoppersandsellersmeetelectronically.Inelectronicmarkets,sellersandbuyersnegotiate,submitbids,agreeonanorder,andfinishtheexecutionon-oroff-line.ElectronicMarketsAmarketisanetworkofinter67Aninterorganizationalinformationsystem(IOS)involvesinformationflowamongtwoormoreorganizations.Itsmajorobjectiveisefficientroutinetransactionprocessing,suchastransmittingorders,bills,andpaymentsusingEDIorextranets.Scope:AnIOSisaunifiedsystemencompassingtwoorseveralbusinesspartners.AtypicalIOSincludesacompanyanditssuppliersandand/orcustomers.InterorganizationInformationSystemsAninterorganizationalinforma68Business-to-businessBusiness-to-customerIntrabusinesstransactionsOthersClassificationofElectronicCommerceClassificationofECbytheNatureoftheTransactionsBusiness-to-businessClassifica69APPLICATIONOFECINDIFFERENTFIELD電子商務(wù)在不同領(lǐng)域中的應(yīng)用APPLICATIONOFECINDIFFERENT70RetailingRetailing71ElectronicMarketingDirectmarketingCustomizationOnlinecustomerserviceElectronicshoppingmalls:Intermediaries(e.g.InternetMall)Stores(e.g.Amazon,J.C.PenneyOnline)ElectronicintermediariesGlobalmarketingCustomerscanorderfromcyberstores24hoursaday,7daysaweekfromanyplaceintheworldElectronicMarketingDirectmar7211Shopper/PurchaserSeller/SupplierElectronicMarket(TransactionHander)Electroniccommercenetwork(Infrastructure)Product/serviceinformationrequestPurchaserequestPaymentorpaymentadvicePurchasefulfillmentrequestPurchasechangerequestResponsetofulfillmentrequestShippingnoticePaymentapprovalElectronictransferoffundsElectronictransferoffundsShopper/Purchaser’sBankPaymentremittancenoticeElectronictransferoffundsTransactionHandler’sBank(AutomatedClearingHouse)Seller/Supplier’sBankElectronicMarkets?PrenticeHall,2000ResponsetoinformationrequestPurchaseacknowledgmentShippingnoticePurchase/servicedelivery(ifonline)Paymentacknowledgment11Shopper/PurchaserSeller/Supp73ActiveElectronicIntermediariesPureelectronicmallCompany’sretailingbusinessexistsonlyontheInternetElectronicdistributorstakefullresponsibilityoffulfillingordersandcollectingpaymentsElectronicbrokersassistthesearchprocessoffindingtheappropriateproductsandtheirvendorsPartialelectronicmallElectronicmallasoneofexistingdistributionchannelsActiveElectronicIntermediari74AidingComparisonShoppingSearchhypertextfilesbyagentsSearchinaweb-baseddatabasebothbyhumanandsoftwareagentswithinane-mallComparableitemretrievalandtabularcomparisonComparisonsovermultiplemallsComparisonsasamultiplecriteriadecisionmakingAidingComparisonShoppingSear75InternetConsumersandMarketResearchInternetConsumersandMarket76TheImportanceofCustomersCompetition“fighting”oncustomerstosucceed:controlthe3CsCustomerscustomersbecomesaKing/Queentosucceed:findingandretainingcustomersChangeECisanewdistributionchanneltosucceed:convincecustomerstogoonlineandthentochooseyourcompanyovertheonlinecompetitorsThemajorpressuresarelabeledthe3CsTheImportanceofCustomersCom77One-to-OneMarketingRelationshipmarketing“Overtattemptofexchangepartnerstobuildalongtermassociation,characterizedbypurposefulcooperationandmutualdependenceonthedevelopmentofsocial,aswellasstructural,bonds”“Treatdifferentcustomersdifferently”Abletochangethemanneritsproductsareconfiguredoritsserviceisdelivered,basedontheindividualneedsofindividualcustomersOne-to-OneMarketingRelationsh78ConsumerDemographics(1998)VariablesInfluencingDecisionMakingProcessAge(mostly21-30year-old)Maritalstatus(41%married&39%single)Educationallevel(81%withatleastsomecollegeeducation&50%obtainedatleastbaccalaureatedegree)Ethnicity(87%whiteinAmerica)Occupation(26%educational-relatedfield,22%computers&22%otherprofessionals)?PrenticeHall,20008ConsumerDemographics(1998)Va79AnsweringcustomerinquiresProvidingtechnicalandotherinformationLettingcustomerstrackaccountsororderstatusAllowingcustomerstocustomizeandorderonline?PrenticeHall,200021TypesofCustomerServiceFunctionsAnsweringcustomerinquires?P80ToolsofCustomerServicePersonalizedWebPagesusedtorecordpurchasesandpreferencedirectcustomizedinformationtocustomersefficientlyChatRoomdiscussissueswithcompanyexperts;withothercustomers

E-mailusedtodisseminateinformation,sendproductinformationandconductcorrespondenceregardinganytopic,butmostlyinquiriesfromcustomersFAQsnotcustomized,nopersonalizedfeelingandcontributiontorelationshipmarketingToolsofCustomerServicePerso81UsingonlinetechnologytoconductsurveysMoreefficient,faster,andcheaperdatacollection,andamoregeographicallydiverseaudiencethanthosefoundinoff-linesurveysAbilitytoincorporateradiobuttons,data-entryfieldsandcheckboxesinthesurveysEliminatingthedatareentryerrors(fromquestionnairestothecomputer,foranalysis)Notsuitableforeverycustomerorproduct—itisskewedtowardhighlyeducatedmaleswithhighdisposalincomeOnlineMarketResearchUsingonlinetechnologytocon82OnlineMarketResearchMethodPoststrategicqueriestonewsgroupsPostsurveysonyourWebsiteOfferrewardsforparticipationPoststrategicqueriesonyourWebsitePostrelevantcontenttogroupswithapointertoyourWebsitesurveyPostadetailedsurveyinspeciale-mailquestionnairesCreateachatroomandtrytobuildacommunityofconsumersOnlineMarketResearchMethodP83AdvertisementinElectronicCommerceAdvertisementinElectronicCo84WhyInternetAdvertisement?Three-quartersofPCusersgaveupsometelevisiontimeInternetusersarewelleducatedwithhigh-income,whichmakesthemadesiredtargetforadvertisersAdscanbeupdatedanytimewithaminimalcost;thereforetheyaretimelyandveryaccurateWhyInternetAdvertisement?Thr85AdvertisingMethodsBannersBannerSwappingBannerExchangesPaidAdvertisingandAdAgenciesSplashScreenURL(UniversalResourceLocators)E-mailChatRoomsBBSAdvertisingMethodsBanners86ECinServiceIndustriesECinServiceIndustries87TravelandTourismServicesBytheyear2000,closeto25percentofallbusiness-tocustomerInternetcommercewillberelatedtotourismTheInternetisanidealplacetoplan,explore,andarrangealmostanytripIBM’svisionofseamlesselectronictravelusingsmartcardsTravelandTourismServicesBy88TheEmploymentPlacementMarketEmployersarelookingforemployeeswithspecificskills,andindividualsarelookingforajobVeryvolatilemarketMovedtotheInternetMillionsofjobseekers,hundredofthousandsofjobsTheEmploymentPlacementMark