E-Commerce at TU Darmstadt | Flashcards & Summaries

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Lernmaterialien für E-Commerce an der TU Darmstadt

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Revenue models for e-commerce businesses

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1. Asset Sale (sale of ownership right to a physical product)
2. Usage fee (fee is proportional to the usage of service)
3. Subscription fee (fee for continuous access to a service)
4. Advertising (fee paid by brands and companies to get in front of pot. customers)
5. Intermediation fee (fee for bringing together 2+ parties involved in a transaction)
6. Renting (fee for temporary access to a good or service)
7. Licensing (fee for use of some IP (including software))

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Strength of the Porter´s five competitive forces

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(1) Rivalry among competitors
(2) Competitive threat from potential entrants
(3) Competition from substitute products
(4) Bargaining power of suppliers and supplier-seller collaboration
(5) Bargaining power of buyers and buyer-seller collaboration

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When a Competitive Environment is Unattractive

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Competitive environment is unattractive from the standpoint of earning good profits when
- Rivalry is vigorous

- Entry barriers are low and entry is likely
- Competition from substitutes is strong
- Suppliers and customers have considerable bargaining power

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When a Competitive Environment is Attractive

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Competitive environment is worth considering from a profit-making standpoint when
- Rivalry is moderate
- Entry barriers are high and no firm is likely to enter
- Good substitutes do not exist
- Suppliers and customers are in a weak bargaining position

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Context (Micro-moments and in-the-moment marketing)

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- In which life domain (e.g., work, home) is the customer?
- Why is the customer there?
- What does the customer want now?

- How is the customer feeling now?

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Location

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- Geo-awareness and location-based advertising

- Distance and discount
- Engagement inside a store (Indoor targeting)

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Time

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- Advertising based on time of day and day of week
- Coupon redemption windows
- Mobile advertising and its effect on different stages of the purchase funnel

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Trajectory

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- Predicting where someone will be on the basis of where he or she has been
- Trajectory dimensions: time, route, velocity

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Crowdedness

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- Impact of crowdedness on mobile purchases
- Distinguishing between commuters and non-commuters in the crowds

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Saliency (Standing out from the Crowd)

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- Rankings on mobile app screens and the position effect
- Searching and scrolling on smartphones

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Weather

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- Weather and mood
- Micro-climates as highly localized data points

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What is E-Commerce and how is it different from E-Business?

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E-Commerce involves
• Digitally enabled commercial transactions
between organizations and individuals.

• Digitally enabled transactions include all
transactions mediated by digital technology.
• Commercial transactions involve the
exchange of value across organizational
or individual boundaries
in return for
products or services.
E-Business involves
• Digital enablement of transactions and processes within a firm, involving information systems under the control of the firm.
• E-business does not involve commercial
transactions across organizational boundaries
where value is exchanged.

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Q:

Revenue models for e-commerce businesses

A:

1. Asset Sale (sale of ownership right to a physical product)
2. Usage fee (fee is proportional to the usage of service)
3. Subscription fee (fee for continuous access to a service)
4. Advertising (fee paid by brands and companies to get in front of pot. customers)
5. Intermediation fee (fee for bringing together 2+ parties involved in a transaction)
6. Renting (fee for temporary access to a good or service)
7. Licensing (fee for use of some IP (including software))

Q:

Strength of the Porter´s five competitive forces

A:

(1) Rivalry among competitors
(2) Competitive threat from potential entrants
(3) Competition from substitute products
(4) Bargaining power of suppliers and supplier-seller collaboration
(5) Bargaining power of buyers and buyer-seller collaboration

Q:

When a Competitive Environment is Unattractive

A:

Competitive environment is unattractive from the standpoint of earning good profits when
- Rivalry is vigorous

- Entry barriers are low and entry is likely
- Competition from substitutes is strong
- Suppliers and customers have considerable bargaining power

Q:

When a Competitive Environment is Attractive

A:

Competitive environment is worth considering from a profit-making standpoint when
- Rivalry is moderate
- Entry barriers are high and no firm is likely to enter
- Good substitutes do not exist
- Suppliers and customers are in a weak bargaining position

Q:

Context (Micro-moments and in-the-moment marketing)

A:

- In which life domain (e.g., work, home) is the customer?
- Why is the customer there?
- What does the customer want now?

- How is the customer feeling now?

Mehr Karteikarten anzeigen
Q:

Location

A:

- Geo-awareness and location-based advertising

- Distance and discount
- Engagement inside a store (Indoor targeting)

Q:

Time

A:

- Advertising based on time of day and day of week
- Coupon redemption windows
- Mobile advertising and its effect on different stages of the purchase funnel

Q:

Trajectory

A:

- Predicting where someone will be on the basis of where he or she has been
- Trajectory dimensions: time, route, velocity

Q:

Crowdedness

A:

- Impact of crowdedness on mobile purchases
- Distinguishing between commuters and non-commuters in the crowds

Q:

Saliency (Standing out from the Crowd)

A:

- Rankings on mobile app screens and the position effect
- Searching and scrolling on smartphones

Q:

Weather

A:

- Weather and mood
- Micro-climates as highly localized data points

Q:

What is E-Commerce and how is it different from E-Business?

A:

E-Commerce involves
• Digitally enabled commercial transactions
between organizations and individuals.

• Digitally enabled transactions include all
transactions mediated by digital technology.
• Commercial transactions involve the
exchange of value across organizational
or individual boundaries
in return for
products or services.
E-Business involves
• Digital enablement of transactions and processes within a firm, involving information systems under the control of the firm.
• E-business does not involve commercial
transactions across organizational boundaries
where value is exchanged.

E-Commerce

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