chapter 9§لفرقة الاولى/foundation of is... · 9-* learning objectives identify and give...
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McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 9
e-Commerce Systems
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Learning Objectives
❖Identify the major categories and trends of e-commerce applications.
❖Identify the essential processes of an e-commerce system, and give examples of how it is implemented in e-commerce applications.
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Learning Objectives
❖Identify and give examples of several key factors and Web store requirements needed to succeed in e-commerce.
❖Identify and explain the business value of several types of e-commerce marketplaces.
❖Discuss the benefits and trade0ffs of several e-commerce clicks-and-bricks alternatives.
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Section 1
E-Commerce Fundamentals
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I. Introduction to e-Commerce
❖Electronic Commerce – the entire online process of developing, marketing, selling, delivering, servicing, and paying for products and services transacted on networked global marketplaces; more than just buying and selling online
❖e-Commerce – the online exchange of value; more than just buying and selling on the Internet
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II. The Scope of e-Commerce
❖Includes marketing, discovery, transaction processing, product and customer service process, intranet and extranet access, and customer collaboration
❖e-Commerce Technologies – involves most information and Internet technologies
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II. The Scope of e-Commerce
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II. The Scope of e-Commerce
❖Categories of e-Commerce
❖Business-To-Consumer (B2C) e-Commerce – still small when compared with all online commerce
❖Consumer-To-Consumer (C2C) e-Commerce –online auctions, online advertising of personal products and services
❖Business-To-Business e-Commerce – most of e-Commerce is here
❖Business-To-Government (B2G) e-Commerce
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Forrester: Web 2.0 Has a Bright Future
❖What is Web 2.0?
❖What is Web 2.0 not?
❖What does Web 2.0 provide?
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III. Essential e-Commerce Processes
❖Access Control and Security – secure access between parties to assure trust
❖Profiling and Personalizing – processes that gather data on you and your behavior to provide personalized service; this may raise ethical issues
❖Search Management – effective and efficient search processes are required for a good Web site; there are more than 30 different search engines on the Internet
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III. Essential e-Commerce Processes
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III. Essential e-Commerce Processes
❖Content and Catalog Management❖helps e-commerce firms develop, generate, deliver,
and archive text and multimedia data
❖works with profiling tools
❖may include product configuration to support customer self-service and mass customization
❖Workflow Management – ensure proper transactions, decisions, and work activities are performed, and documents distributed correctly
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III. Essential e-Commerce Processes
❖Event Notification – monitor all e-commerce processes and record all relevant events; most e-commerce applications are event-driven and respond to things that happen (events)
❖Collaboration and Trading – a major category of e-commerce; processes consist of collaboration and trading services needed by various stakeholders
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e-Commerce Tools to Close the Deal
❖What is “an abandoned cart”?
❖Why might a customer fail to complete a purchase?
❖What tools encourage a customer to complete the transaction?
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Innvo Labs: Automated e-Commerce Processes
❖What was the weakness in the original Website?
❖How did the new Website improve that?
❖What other benefits did the new Website provide?
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IV. Electronic Payment Processes
❖Very complex due to the anonymous nature of electronic transactions
❖Web Payment Processes – most rely on credit card payment processes
❖Electronic Funds Transfer (EFT) – a variety of information technologies to capture and process money/credit transfers between banks, businesses, and customers
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IV. Electronic Payment Processes
❖Secure Electronic Payments – measures taken to ensure security of information in electronic payments
❖Encrypt data between customer and merchant
❖Encrypt data between customer and firm authorizing credit cards
❖Take sensitive information offline
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IV. Electronic Payment Processes
A Secure Electronic Payment System
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Section 2
e-Commerce Applications and Issues
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I. Introduction
❖e-commerce has changed how firms do business and is now defining how firms do business
❖e-Commerce Trends
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II. Business-To-Consumer (B2C) e-Commerce
❖Attract potential customers, transact goods and services, build customer loyalty
❖e-Commerce Success Factors
❖Selection and Value – attractive products, competitive prices
❖Performance and Service – easy navigation and purchasing, prompt shipping and delivery
❖Look and Feel – attractive Website, multimedia catalog
❖Advertising and Incentives – targeted Webpage advertising, email promotions, discounts, special offers
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II. Business-To-Consumer (B2C) e-Commerce
❖Personal Attention – personalized Web pages and product recommendations, email notices, interactive support
❖Community Relationships – virtual communities and links to related Web sites
❖Security and Reliability – security of customer information and transactions, trustworthy product information, reliable order fulfillment
❖Great Customer Communications – easy-to-find contact information, online order status, product support
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II. Business-To-Consumer (B2C) e-Commerce
Traditional Vs. Web Market
Communications
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Amazon.com: Partnering and Leveraging Infrastructure
❖What service does Amazon provide through Facebook?
❖Why might this be a popular service?
❖What security issues could be a problem here?
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Stork Craft Manufacturing Helps Wal-Mart Canada
❖What industry is Stork Craft in?
❖What partnership did they enter?
❖How do they market their products?
❖What benefits did this give them?
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III. Web Store Requirements
❖Most B2C e-commerce ventures are retail businesses on the Web; primary focus is to develop, operate, and manage the Website to attract and maintain customers for repeat sales❖Getting Customers to Find You – customers must
find you on the Web
❖Search Engine Optimization (SEO) – focus on improving the number/quality of visitors to a Web site
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III. Web Store Requirements
❖Serving Your Customers – a Web site should help serve customers personally and efficiently so they become loyal customers❖Web Cookie File – a file stored on the
customer’s computer with details about their visit to your Web site
❖Managing a Web Store – a Web store must be managed as both a Web site and a retail store
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Luxury Goes Digital: Fashion House Embraces Online Shopping
❖What was the historical issue of luxury items?
❖What was the Net-a-Porter solution?
❖What issue was lost online and how did they address this?
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IV. Business-To-Business (B2B) e-Commerce
❖The wholesale/supply side of e-Commerce
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Avnet Tears Up the B2B e-Commerce Playbook
❖What business is Avnet in?
❖What was the problem they faced?
❖What was the solution?
❖How has that solution worked out?
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V. e-Commerce Marketplaces
❖One-to-Many – sell-side marketplace – one major supplier dictates products and prices
❖Many-to-One – buy-side marketplace –many suppliers attempt to sell to one buyer
❖Some-to-Many – distribution marketplace –many suppliers combine catalogs to attract a larger audience of buyers
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V. e-Commerce Marketplaces
❖Many-to-Some – procurement marketplace – buyers combine purchasing power to gain lower prices from suppliers
❖Many-to-Many – auction marketplace –used by many buyers and sellers
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V. e-Commerce Marketplaces
A Sample B2B e-Commerce Web Portal
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SpecEx.com: B2B Trading of Wireless Spectrum
❖What business is Spectrum Bridge in?
❖How do they make money in this industry?
❖What is the problem with this business and how are they trying to get around that problem?
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VI. Clicks and Bricks in e-Commerce
❖Should virtual electronic business be combined with physical operations or kept separate?❖e-Commerce Integration – the Internet is just
another channel that gets plugged onto the business architecture
❖Other Clicks and Bricks Strategies – partial integration of e-commerce into the physical business operations, or complete separation of the two
❖e-Commerce Channel Choices – a marketing/sales channel created to conduct/manage e-commerce activities
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VI. Clicks and Bricks in e-Commerce
An Integrated Vs. Separate e-Commerce
Business
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IT Lessons from the Demise of Borders
❖What are the lessons to be learned from the demise of Borders?
❖Discuss each lesson and what could have been done differently.
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REI: Scaling e-Commerce Mountain
❖What did REI do with their Website?
❖Why?
❖Did it work? If so, how well?
❖What was the tricky part of making it all work?