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    Rps Bahan Ajar EM23013 115 11

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    Rps Bahan Ajar EM23013 115 11

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    9 views34 pages

    Rps Bahan Ajar EM23013 115 11

    Uploaded by

    xn9jwswcpn

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 34

    Manajemen Komputer & Sistem Informasi

    Fifteenth edition

    Chapter 10
    E-commerce: Digital Markets, Digital
    Goods
    Learning Objectives
    •
    10-1 What are the unique features of e-commerce, digital markets, and digital goods?
    •
    10-2 What are the principal e-commerce business and revenue models?
    •
    10-3 How has e-commerce transformed marketing?
    •
    10-4 How has e-commerce affected business-to-business transactions?
    •
    10-5 What is the role of m-commerce in business, and what are the most important m-commerce applications?
    •
    10-6 What issues must be addressed when building an e-commerce presence?
    Video Cases
    • Case 1: Walmart Takes on Amazon: A Battle of IT and
    Management Systems
    • Case 2: Groupon: Deals Galore
    • Case 3: Etsy: A Marketplace and Community
    • Instructional Video 1: Walmart’s E-commerce Fulfillment Center
    Network
    • Instructional Video 2: Behind the Scenes of an Amazon
    Warehouse
    Uber Storms Europe: Europe Strikes Back
    • Problem
    – Opportunities presented by new technology
    – Political and regulatory hurdles
    • Solutions
    – Driver and rider apps
    – Demand prediction software
    • Illustrates the use of IT to create new services as well as business
    models
    • Demonstrates the disruptive effects of new technologies
    E-commerce Today
    • E-commerce: Use of the Internet and web to transact business
    • Began in 1995 and grew exponentially; still stable even in a
    recession
    • Companies that survived the dot-com bubble now thrive
    • The new e-commerce: social, mobile, local
    • Move from desktop to smartphone
    Figure 10.1: The Growth of E-commerce

    Copyright © 2018 Pearson Education Ltd.


    Why E-commerce Is Different (1 of 2)
    • Ubiquity
    – Marketspace is virtual
    – Transaction costs reduced
    • Global reach
    – Transactions cross cultural and national boundaries
    • Universal standards
    – One set of technology standards: Internet standards
    • Richness
    – Supports video, audio, and text messages
    Why E-commerce Is Different (2 of 2)
    • Interactivity
    • Information density
    – Greater price and cost transparency
    – Enables price discrimination
    • Personalization/customization
    – Technology permits modification of messages, goods
    • Social technology
    – Promotes user content generation and social networking
    Key Concepts in E-commerce: Digital Markets and Digital
    Goods in a Global Marketplace

    • Internet and digital markets have changed the way companies conduct business
    • Information asymmetry reduced
    • Menu costs, search and transaction costs reduced
    • Dynamic pricing enabled
    • Switching costs
    • Delayed gratification
    • Disintermediation
    Figure 10.2: The Benefits of Disintermediation to the Consumer

    Copyright © 2018 Pearson Education Ltd.


    Digital Goods
    • Goods that can be delivered over a digital network
    • Cost of producing first unit is almost entire cost of product
    • Costs of delivery over the Internet very low
    • Marketing costs remain the same; pricing highly variable
    • Industries with digital goods are undergoing revolutionary
    changes (publishers, record labels, etc.)
    Types of E-commerce
    • Three major types
    – Business-to-consumer (B2C)
    • Example: BarnesandNoble.com
    – Business-to-business (B2B)
    • Example: ChemConnect
    – Consumer-to-consumer (C2C)
    • Example: eBay
    • E-commerce can be categorized by platform
    – Mobile commerce (m-commerce)
    E-commerce Business Models
    • Portal
    • E-tailer
    • Content provider
    • Transaction broker
    • Market creator
    • Service provider
    • Community provider
    E-commerce Revenue Models
    • Advertising
    • Sales
    • Subscription
    • Free/Freemium
    • Transaction fee
    • Affiliate
    How Has E-commerce Transformed Marketing?
    • Internet provides new ways to identify and communicate with
    customers
    • Long tail marketing
    • Internet advertising formats
    • Behavioral targeting
    – Tracking online behavior of individuals
    • Programmatic ad buying
    • Native advertising
    Figure 10.3: Website Visitor Tracking

    Copyright © 2018 Pearson Education Ltd.


    Figure 10.4: Website Personalization

    Copyright © 2018 Pearson Education Ltd.


    Figure 10.5: How an Advertising Network Such as DoubleClick
    Works

    Copyright © 2018 Pearson Education Ltd.


    Social E-commerce and Social Network Marketing (1 of 2)

    • Social e-commerce based on digital social graph


    • Features of social e-commerce driving its growth
    – Newsfeed
    – Timelines
    – Social sign-on
    – Collaborative shopping
    – Network notification
    – Social search (recommendations)
    • Social media
    – Fastest growing media for branding and marketing
    Social E-commerce and Social Network Marketing (2 of 2)

    • Social network marketing


    – Seeks to leverage individuals’ influence over others
    – Targeting a social network of people sharing interests and advice
    – Facebook’s “Like” button
    – Social networks have huge audiences
    • Social shopping sites
    • Wisdom of crowds
    • Crowdsourcing
    Interactive Session: Technology: Getting Social with
    Customers
    • Class discussion
    – Assess the management, organization, and technology issues for using social media technology
    to engage with customers.
    – What are the advantages and disadvantages of using social media for advertising, brand building,
    market research, and customer service?
    – Give an example of a business decision in this case study that was facilitated by using social
    media to interact with customers.
    – Should all companies use social media technology for customer service and marketing? Why or
    why not? What kinds of companies are best suited to use these platforms?
    How Has E-commerce Affected Business-to Business
    Transactions?
    • U.S. B2B trade in 2015 is $14.6 trillion
    – U.S. B2B e-commerce in 2015 is $6.2 trillion
    • Internet and networking helps automate procurement
    • Variety of Internet-enabled technologies used in B2B
    – Electronic data interchange (EDI)
    – Private industrial networks (private exchanges)
    – Net marketplaces
    – Exchanges
    Electronic Data Interchange (EDI)
    • Computer-to-computer exchange of standard transactions such
    as invoices, purchase orders
    • Major industries have EDI standards
    – Define structure and information fields of electronic documents
    • More companies are moving toward web-enabled private
    networks
    – Allow them to link to a wider variety of firms than EDI allows
    – Enable sharing a wider range of information
    Figure 10.6: Electronic Data Interchange

    Copyright © 2018 Pearson Education Ltd.


    New Ways of B2B Buying and Selling
    • Private industrial networks
    – Private exchanges
    – Large firm using a secure website to link to suppliers and partners
    • Net marketplaces (e-hubs)
    – Single digital marketplace for many buyers and sellers
    – May focus on direct or indirect goods
    – May be vertical or horizontal marketplaces
    • Exchanges
    – Independently owned third-party Net marketplaces for spot purchasing
    Figure 10.7: A Private Industrial Network

    Copyright © 2018 Pearson Education Ltd.


    Figure 10.8: A Net Marketplace

    Copyright © 2018 Pearson Education Ltd.


    What Is the Role of M-commerce in Business, and What Are
    the Most Important M-commerce Applications?

    • M-commerce in 2017 is 37 percent of all e-commerce


    • Fastest growing form of e-commerce
    • Some areas growing at 50 percent or more
    • Main areas of growth
    – Mass market retailing (Amazon, eBay, etc.)
    – Sales of digital content (music, TV, etc.)
    – In-app sales to mobile devices
    Figure 10.9: Mobile Retail Commerce Revenues

    Copyright © 2018 Pearson Education Ltd.


    Location-Based Services and Applications
    • Used by 74 percent of smartphone owners
    • Based on GPS map services
    • Geosocial services
    – Where friends are
    • Geoadvertising
    – What shops are nearby
    • Geoinformation services
    – Price of house you are passing
    Interactive Session: Organizations: Can Instacart Deliver?

    • Class discussion
    – Analyze Instacart using the value chain and competitive forces models. What competitive forces
    does the company have to deal with? What is its value proposition?
    – Explain how Instacart’s business model works. How does the company generate revenue?
    – What is the role of information technology in Instacart’s business model?
    – Is Instacart’s model for selling online groceries viable? Why or why not?
    Other Mobile Commerce Services
    • Financial account management apps
    – Banks, credit card companies
    • Mobile advertising market
    – Google and Facebook are largest markets
    – Ads embedded in games, videos, and mobile apps
    • 55 percent of online retailers have m-commerce websites
    What Issues Must be Addressed when Building an E-
    commerce Presence?
    • Most important management challenges
    – Developing clear understanding of business objectives
    – Knowing how to choose the right technology to achieve those
    objectives
    • Develop an e-commerce presence map
    – Four areas: websites, e-mail, social media, offline media
    • Develop a timeline: milestones
    – Breaking a project into discrete phases
    Figure 10.10: E-commerce Presence Map

    Copyright © 2018 Pearson Education Ltd.

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