E-marketplaces: Markedstyper, mekanismer og økonomi
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The document discusses different types of websites for e-business, including corporate websites, marketing websites, storefronts, and malls. It also discusses information portals and the flow of products and services through mechanisms like syndication. Other e-commerce mechanisms mentioned include e-catalogs, search engines, shopping carts, auctions, bartering, and mobile commerce. The document then discusses some economic considerations of e-commerce and its impacts, such as changing the nature of work and organizations, new product capabilities and business models, improving supply chains, and enabling build-to-order manufacturing.
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E-marketplaces: Markedstyper, mekanismer og økonomi
- 1. e-business Markedstyper, mekanismer og økonomi
- 2. Dias 2 - Markedsføring IV - © Andy Madsen E-markedspladser Typer af websites • Corporate website: “A site set up by a company on the Web which carries information and other features designed to answer customer questions, build customer relationships and generate excitement about the company, rather than to sell the company’s products or services directly. The site handles interactive communication initiated by the consumer”. • Marketing website: “A site on the web created by a company to interact with the consumer for the purpose of moving them closer to purchase or other marketing outcome. The site is designed to handle interactive communication initiated by the company”. (Kotler, Principles of Marketing, 1999, p. 971).
- 3. Dias 3 - Markedsføring IV - © Andy Madsen E-markedspladser • Storefront Enkelt firmas website • Mall Indkøbscenter www.dell.com shopping.ofir.dk • Generelle, specialiserede, regionale, globale, pure online m.v.
- 4. Dias 4 - Markedsføring IV - © Andy Madsen Informations-portaler • Kommercielle, coporate, publishing, personal, mobile og voice portaler www.aau.dk Aalborg Universitets website
- 5. Dias 5 - Markedsføring IV - © Andy Madsen Flow af produkter og services • Syndication as an EC mechanism – Syndication: The sale of the same good (e.g., digital content) to many customers, who then integrate it with other offerings and resell it or give it away free
- 6. Dias 6 - Markedsføring IV - © Andy Madsen Andre mekanismer/muligheder • E-kataloger • Search engines og ”intelligent agent” • Shopping carts • Auctions • Bartering (bytte) & negotiating • M-commerce – PC, TV og mobil smelter sammen
- 7. Dias 7 - Markedsføring IV - © Andy Madsen EC – økonomiske betragtninger
- 8. Dias 8 - Markedsføring IV - © Andy Madsen EC – økonomiske betragtninger
- 9. Dias 9 - Markedsføring IV - © Andy Madsen Impacts of E-Markets: The Changing face of marketing
- 10. Dias 10 - Markedsføring IV - © Andy Madsen Impacts of E-Markets • Technology and organizational learning—the changing nature of work • Redefining organizations • New and improved product capabilities • New business models • Improving the supply chain • Impacts on manufacturing – Build-to-order: Production system in which manufacturing or assembly will start only after an order is received
- 11. Dias 11 - Markedsføring IV - © Andy Madsen Changes in the Supply Chain
- 12. Dias 12 - Markedsføring IV - © Andy Madsen Changes in the Supply Chain
Notas do Editor
- the two types of company websites defined by Kotler a few years ago have now more or less merged into a new and more complex type which covers both interactive and non-interactive communication initiated by both supplier and client.
- the two types of company websites defined by Kotler a few years ago have now more or less merged into a new and more complex type which covers both interactive and non-interactive communication initiated by both supplier and client.
- Kan være ”enkelstående”, være i konsortium, offentlige tilgængelige, private osv.
- Hvad er den? Også marketings strategier bag den!Publishing?
- Syndication: samme vare til mange kunder Tingene er stykket sammen. Mellemmænd. Link – alle tjener penge på klik
- Electronic catalogs: The presentation of product information in an electronic form; the backbone of most e-selling sites. Two approaches to customized catalogs 1. Let the customers identify the interesting parts out of the total catalog. 2. Let the system automatically identify the characteristics of customers based on their transaction recordsSearch engine A computer program that can access a database of Internet resources, search for specific information or keywords, and report the results Software (intelligent) agent: Software that can perform routine tasks that require intelligence Electronic shopping cart:An order-processing technology that allows customers to accumulate items they wish to buy while they continue to shopAuction:A market mechanism by which a seller places an offer to sell a product and buyers make bids sequentially and competitively until a final price is reached Auctions can be done: Online, off-line, at public sites (eBay), at private sites (by invitation) Bartering: Exchange of goods and services Mobile computing: Permits real-time access to information, applications, and tools that, until recently, were accessible only from a desktop computer