E-Marketing & E-Commerce at TU Darmstadt | Flashcards & Summaries

Lernmaterialien für E-Marketing & E-Commerce an der TU Darmstadt

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TESTE DEIN WISSEN

What makes E-Commerce unique? Name 8 factors and explain them shortly.

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TESTE DEIN WISSEN

• Ubiquity– There is no time and space restrictions for e-commerce.
• Global Reach– technology eliminates the geographic boundaries.
• Universal Standards– the world share the same
technical standards of the internet, which lower the
entry barriers for merchants as well as make searching much easier for consumers.
• Richness– companies could communicate and sell their products and services by providing unrestricted-in-richness content to target customers.

• Interactivity– the internet, esp. social networks creates a best place for two-way interaction, enabling companies and consumers understand each other better.
• Information Density– the existence of e-commerce reduces the information asymmetry. The price becomes transparent globally.
• Personalization/Customization– companies could
customize their products, services and ways of
communication to individuals which would result in high efficiency.
• Social Technology– people show a great tendency towards social networks compared with traditional search engines. They not only use social networks ,e.g. Facebook, Twitter, Pinterest to communicate, but also use them as a first place to build shopping incentives.

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TESTE DEIN WISSEN

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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TESTE DEIN WISSEN

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

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TESTE DEIN WISSEN

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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TESTE DEIN WISSEN

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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TESTE DEIN WISSEN

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

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TESTE DEIN WISSEN

- 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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TESTE DEIN WISSEN

Analyzing the Porter´s Five Competitive Forces:

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TESTE DEIN WISSEN

1. Assess strength of each of the five competitive forces
(Strong? Moderate? Weak?)

2. Explain how each force acts to create competitive pressure
—What are the drivers that cause each force to be strong or weak?
3. Decide whether overall competition (the combined effect of all five
competitive forces)
is brutal, fierce, strong, normal/moderate, or weak

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TESTE DEIN WISSEN

Mobile e-commerce

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TESTE DEIN WISSEN

Mobile e-commerce (m-commerce) refers to the use of mobile devices to enable online transactions. M-commerce involves the use of cellular and wireless networks to connect smartphones and tablet computers to the Internet. Once connected, mobile consumers can purchase products and services, make travel reservations, use an expanding variety of financial services, access online content, and much more

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TESTE DEIN WISSEN

When a Competitive Environment is Attractive

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TESTE DEIN WISSEN

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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TESTE DEIN WISSEN

When a Competitive Environment is Unattractive

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TESTE DEIN WISSEN

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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TESTE DEIN WISSEN

Factors that are driving the growth of m-commerce:

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TESTE DEIN WISSEN

- Increasing diffusion of smartphones worldwide and amount of time consumers are spending using mobile devices
- Larger smartphone screen sizes
- Greater use of responsive design enabling e-commerce sites to be better optimized for mobile use, mobile checkout and payment, and enhanced mobile search functionality

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TESTE DEIN WISSEN

Porter’s 5 Competitive Forces

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TESTE DEIN WISSEN

1. Current sellers competing in the market - Typically, the strongest force
2. Threat of new competitors’ market entry - Consider barriers to entry and expected response of current competitors
3. Substitute products stealing market share - Consider price attractiveness, quality comparison by buyers, and relative ease of
substituting

4. Competitive pressures resulting from supplier-seller relationships - Consider supplier power and potential collaborative relationships
5. Competitive pressures resulting from seller-buyer relationships - Consider volume buying, switching costs, and potential backward integration threat
General rule: greater collective forces means less collective profitability
of industry firms and lower industry attractiveness

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TESTE DEIN WISSEN

What is E-Commerce?

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TESTE DEIN WISSEN

Electronic Commerce or E-Commerce is a term for any type of commercial transaction that involves the transfer of information
across the Internet

E-Commerce may be defined as any form of business transaction in which the parties interact electronically rather than by physical exchanges or direct physical contact

E-Commerce refers to business activities involving consumers, manufacturers, service providers, and intermediaries using computer networks such as the Internet

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  • 117 Lernmaterialien

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Q:

What makes E-Commerce unique? Name 8 factors and explain them shortly.

A:

• Ubiquity– There is no time and space restrictions for e-commerce.
• Global Reach– technology eliminates the geographic boundaries.
• Universal Standards– the world share the same
technical standards of the internet, which lower the
entry barriers for merchants as well as make searching much easier for consumers.
• Richness– companies could communicate and sell their products and services by providing unrestricted-in-richness content to target customers.

• Interactivity– the internet, esp. social networks creates a best place for two-way interaction, enabling companies and consumers understand each other better.
• Information Density– the existence of e-commerce reduces the information asymmetry. The price becomes transparent globally.
• Personalization/Customization– companies could
customize their products, services and ways of
communication to individuals which would result in high efficiency.
• Social Technology– people show a great tendency towards social networks compared with traditional search engines. They not only use social networks ,e.g. Facebook, Twitter, Pinterest to communicate, but also use them as a first place to build shopping incentives.

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:

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.

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:

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?

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Q:

Analyzing the Porter´s Five Competitive Forces:

A:

1. Assess strength of each of the five competitive forces
(Strong? Moderate? Weak?)

2. Explain how each force acts to create competitive pressure
—What are the drivers that cause each force to be strong or weak?
3. Decide whether overall competition (the combined effect of all five
competitive forces)
is brutal, fierce, strong, normal/moderate, or weak

Q:

Mobile e-commerce

A:

Mobile e-commerce (m-commerce) refers to the use of mobile devices to enable online transactions. M-commerce involves the use of cellular and wireless networks to connect smartphones and tablet computers to the Internet. Once connected, mobile consumers can purchase products and services, make travel reservations, use an expanding variety of financial services, access online content, and much more

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:

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:

Factors that are driving the growth of m-commerce:

A:

- Increasing diffusion of smartphones worldwide and amount of time consumers are spending using mobile devices
- Larger smartphone screen sizes
- Greater use of responsive design enabling e-commerce sites to be better optimized for mobile use, mobile checkout and payment, and enhanced mobile search functionality

Q:

Porter’s 5 Competitive Forces

A:

1. Current sellers competing in the market - Typically, the strongest force
2. Threat of new competitors’ market entry - Consider barriers to entry and expected response of current competitors
3. Substitute products stealing market share - Consider price attractiveness, quality comparison by buyers, and relative ease of
substituting

4. Competitive pressures resulting from supplier-seller relationships - Consider supplier power and potential collaborative relationships
5. Competitive pressures resulting from seller-buyer relationships - Consider volume buying, switching costs, and potential backward integration threat
General rule: greater collective forces means less collective profitability
of industry firms and lower industry attractiveness

Q:

What is E-Commerce?

A:

Electronic Commerce or E-Commerce is a term for any type of commercial transaction that involves the transfer of information
across the Internet

E-Commerce may be defined as any form of business transaction in which the parties interact electronically rather than by physical exchanges or direct physical contact

E-Commerce refers to business activities involving consumers, manufacturers, service providers, and intermediaries using computer networks such as the Internet

E-Marketing & E-Commerce

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