pertemuan-2 e-commerce. introduction the yahoo! story 1 example of marketing concept: meeting...
TRANSCRIPT
Pertemuan-2E-COMMERCE
Introduction
The Yahoo! Story
1
• Example of marketing concept: meeting organizational goals while serving customer needs
• Co-Founders/Chiefs: Jerry Yang dan David Filo
Esensi E-Commerce © STIKOM ARTHA BUANA 2011
The Yahoo! Story
2
• Yahoo! : Yet Another Hierarchical Officious Oracle• First big break: Netscape include its link in their browser (canceled later)
• List/directory compiled by human• First advertisement accepted in August 1995 • Wall Street continues to put its faith and dollars behind Yahoo!• In January 2004 announces Yahoo! Research Lab.• In February 2004 Yahoo! dropped Google powered result. Use
its own search engine in March 2004.• Yahoo! acquires a lot of other tech. (Altavista, Inktomi, Overture
Services, Kelkoo etc).• In Dec 2004 launches beta version of its video search engine
Esensi E-Commerce © STIKOM ARTHA BUANA 2011
New Rules for e-Marketing
3
• Power shift from sellers to buyers• Increasing velocity • Death of distance• Global reach• Time compression• Knowledge management is key• Market deconstruction• Interoperability• Interdisciplinary focus• Intellectual capital rules
Esensi E-Commerce © STIKOM ARTHA BUANA 2011
What Is e-Business?
4
EB = EC + BI + CRM + SCM + ERP
EC = e-commcerceBI = Bussines IntelligentCRM =Customer Relationship ManagementSCM = Supply Chain ManagementERP = Enterprise Reosurce Planning
Esensi E-Commerce © STIKOM ARTHA BUANA 2011
Level of Commitment to e-Business
5
Activity
Business Process
Enterprise
PurePlayBusiness transformation
(competitive advantage,industry redefinition)
Effectiveness(Incremental sales,customer retention)
Efficiency(Cost
reduction)
Pure dot-com(E*Trade)
Click and Mortar(eSchwab)
Customerrelationshipmanagement
Brochureware,Order processing
Leve
l of
busi
ness
impa
ct
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End of The Beginning
6
Comberan & pencerahan
Puncak PendapatanDasar
kekecewaan
Puncak semangat Harapan
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E-Marketing Challenges and Opportunities
7
• Markets– E-Business occurs in 5 markets:
• B2C, B2B, C2C, B2G, G2C
– Revenge of the Customers• ~ - 1930 : Caveat Emptor
• Business– Online & Offline Serving– Operate on Sea of Data– New ways of generating revenue
• Technology
Esensi E-Commerce © STIKOM ARTHA BUANA 2011
E-Business Models
8
• Marketing Mix: 4Ps + R–Product–Price–Place (Distribution)–Promotion (Marketing Communication)–Relationship Marketing
Esensi E-Commerce © STIKOM ARTHA BUANA 2011
E-Business
Models
9
• Product– Digital value through new products
• Price– Cost reduction by e-marketing– Negotiation– Segmented Pricing
• Place (Distribution)– Content sponsorship– Direct selling– Infomediary– Intermediaries (Broker, Agent, E-Tailer)
• Promotion (Marketing Communication)– Online advertising – Online sales promotion– Content publishing– E-mail
• Relationship Marketing– CRM – Community building
Esensi E-Commerce © STIKOM ARTHA BUANA 2011
FINISH