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1、Chapter2 Retailingin ElectronicCommerceLearningObjectivesDefinethefactorsthatdeterminethebusinessmodelsofelectronicmarketingIdentifythecriticalsuccessfactorsofdirectmarketingDesignthedesirablerelationshipinadirectmarketingsettingAnalyzethecriticalsucc
2、essfactorsofelectronicintermediariesIdentifythetypicalproductsthatsoldwellintheelectronicmarketObservethereactivestrategyoftraditionaldepartmentstoresDiscusswhetherelectroniccommerceshouldalwaystargetglobalmarketsDescribetheconsumer’sshoppingprocedure
3、sontheInternetDiscussthetypesofaiding-comparison-shoppingdevicesDescribetheimpactofECondisintermediationandre-intermediationinretailingLearningObjectives(cont.)OverviewofElectronicMarketingStructureBusiness-orientedElectronicMarketing(B2B)Needsmorepre
4、ciserecordkeeping,trackability,accountability,andformalcontracts,usuallywithhighvolumeoftransactionsandlargeamountpaymentsConsumer-orientedElectronicMarketing(B2C)Mostlyonline;ontheInternetGrowingofflinetoo,mainlybyusingsmartcards,althoughitisstillexp
5、erimentalAdvantagesofElectronicMarketingDirectmarketingCustomizationOnlinecustomerserviceElectronicshoppingmalls:Intermediaries(e.g.InternetMall)Stores(e.g.Amazon,J.C.PenneyOnline)ElectronicintermediariesGlobalmarketingCustomerscanorderfromcyberstores
6、24hoursaday,7daysaweekfromanyplaceintheworldForecastoftheB2CElectronicMarketsInitialForecastofB2CElectronicMarketSizeForecastingInstitutions19972000IDC1,000117,000VSAComm483,500VeriFone35065,000ActifMedia43646,000Killen&Assoc.775,000Yankee850144,000Ju
7、piter45580E-land45010,000EU228,000USA200EITO363200,000AEA/AU20045,000Hambrecht&Quest1,17023,200Forrester5186,579[Source:OECD,1997]KindsofitemssoldForecastoftheB2CElectronicMarkets(cont.)(Unit:MillionsofU.S.Dollars)Items19972000Apparel46322Gifts/flower
8、s45658Books16NotavailableFood/drink39336Clothing89322Entertainment851,250Subscriptionservices120966Pornography52NotavailableMusic9186Onlinegames1271,013Consumerfinance68NotavailableConsumerinsurance301,110[Source:OECD,Sept.1997]InitialForecast
