E-Marketing & E-Commerce an der TU Darmstadt | Karteikarten & Zusammenfassungen

Lernmaterialien für E-Marketing & 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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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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Analyzing the Porter´s Five Competitive Forces:

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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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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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Location

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- Geo-awareness and location-based advertising

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

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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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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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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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Factors that are driving the growth of m-commerce:

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- 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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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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Porter’s 5 Competitive Forces

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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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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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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:

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:

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:

Location

A:

- Geo-awareness and location-based advertising

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

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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:

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:

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:

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?

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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Das sind die beliebtesten StudySmarter Kurse für deinen Studiengang E-Marketing & E-Commerce an der TU Darmstadt

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Das sind die beliebtesten E-Marketing & E-Commerce Kurse im gesamten StudySmarter Universum

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FOM Hochschule für Oekonomie & Management

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E-Marketing

FOM Hochschule für Oekonomie & Management

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E-Commerce

International School of Management

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E Commerce

Duale Hochschule Gera-Eisenach

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E-Commerce

Ernst-Abbe-Hochschule Jena

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