I.
Technology Review
1)
TELECOMMUNICATIONS INFRASTRUCTURE
a)
DIGITAL
INFORMATION
b)
TELECOMMUNICATION
INFRASTRUCTURE
2)
THE INTERNET BACKBONE
a)
LAST
MILE
b)
DIRECT
SATELLITE AND CELLULAR SYSTEMS
c)
BANDWIDTH
3)
THE INTERNET (OR
INTERCONNECTED NETWORK)
a)
ARPANET
b)
NATIONAL
SCIENCE FOUNDATION: NSFNET
c)
PRIVATE
SYSTEM
4)
TELECOMMUNICATION STANDARDS
a)
OPEN
STANDARDS
b)
TRANSPORT
CONTROL PROTOCOLS (TCP)
c)
INTERNET
PROTOCOLS (IP) (COMBINED: TCP/IP)
5)
HOW THE INTERNET WORKS
a)
INTERNET
SERVICE PROVIDER (ISP).
b)
HOSTS
6)
BANDWIDTH
a)
THE
LAST MILE LINES
i)
LANDLINES
ii)
WIRELESS
(1)
WIRELESS
CELLULAR SYSTEMS
7)
THE ROLE OF AN INTERNET SERVICE PROVIDER
a)
CHOOSING
AN ISP
b)
SECURITY
i)
FIREWALLS
c)
VIRTUAL
PRIVATE NETWORKS (VPN)
8)
THE WORLD WIDE WEB
a)
TIM BERNERS-LEE
b)
HYPERTEXT
TRANSMISSION PROTOCOLS (HTTP)
c)
BROWSER
i)
BROWSER
AS AN OPERATING SYSTEM
d)
THE
WEB SITE
i)
ADDRESS
STRUCTURE
ii)
DOMAIN
NAME
(1)
CONTROL
OVER DOMAIN NAMES
9)
FUTURE OF THE WEB
a)
HIGH
BANDWIDTH DELIVERY
b)
WEB
APPLIANCES
II. E-Business
Communication
1)
AUDIENCES
a)
EXTERNAL AUDIENCES
b)
INTERNAL AUDIENCES
2)
HYPERMEDIA
a)
NONLINEAR
3)
WHAT IS PROMOTION
a)
THE COMMUNICATION SYSTEM
b)
MANY-TO-MANY MODEL
4)
HYPERMEDIA COMMUNICATION GOALS
a)
HIGH INVOLVEMENT
b)
FROM PUBLIC RELATIONS TO SUPPORTING
RELATIONSHIPS
c)
BROCHURE SITES
5)
THE AIDA MODEL
a)
GAINING
ATTENTION
i)
SEARCH ENGINES:
ii)
BANNER AD
iii)
SPONSORSHIP
iv)
INTERSTITIALS
b)
INTEREST
c)
HOME
PAGE
d)
WEB
SITE GOALS
e)
DESIRE
i)
SALES
FORCE
ii)
TARGETED E-MAIL
iii)
PERMISSION MARKETING
(1)
PUSH AND PERSONALIZATION
f)
ACTION
6)
INDUSTRIAL MARKETS
a)
CONSUMER VS. INDUSTRIAL MARKETS
7)
COMMUNICATING THROUGH EXTRANETS AND INTERNETS
a)
SALES FORCE AUTOMATION
8)
ADVERTISING
a)
AGENCIES
b)
TIMING
c)
MEASURING EFFECTIVENESS
d)
MEASUREMENT
OF HYPERMEDIA ADVERTISING
e)
AD BLOCKING
f)
PAYING FOR ADVERTISING
i)
COST PER THOUSAND (CPM)
ii)
PAY-FOR-PERFORMANCE
III.
E-Business Value Strategies
1)
CREATING
VALUE
a)
AN ONLINE PURCHASING STRATEGY
b)
A DIGITAL COMMUNICATION STRATEGY
c)
A SERVICE STRATEGY
d)
A MARKET-OF-ONE STRATEGY
e)
AN AUCTION BASED STRATEGY
f)
A BUSINESS PROCESS STRATEGY
g)
PRICING STRATEGY:
2)
ONLINE
SALES STRATEGY
a)
E-COMMERCE
b)
E-RETAILING
c)
RETAILERS
ONLINE
i)
TRADITIONAL
ii)
CATALOG
RETAILERS
iii)
DESTINATION
SITES
iv)
PURE-PLAY INTERNET BUSINESSES
v)
NICHE
E-RETAILERS
3)
DIGITAL
COMMUNICATION STRATEGY
a)
DIGITAL
PRODUCTS
b)
SUBSCRIBER
MODEL
c)
ADVERTISING
BASED SITES
4)
SERVICE
STRATEGY
a)
TECHNOLOGIES
IMPACT ON SERVICE
b)
CUSTOMER
RELATIONSHIP MANAGEMENT
c)
PROVIDING
SERVICE ONLINE
5)
BUSINESS PROCESS STRATEGY
a)
BUSINESS-TO-BUSINESS E-COMMERCE
b)
SUPPLY CHAIN MANAGEMENT AND EXTRANETS
i)
ELECTRONIC SUPPLY CHAIN MANAGEMENT
ii)
ELECTRONIC DATA INTERCHANGE EDI
6)
MARKET-OF-ONE
STRATEGY
a)
DIGITAL FACTORY
b)
MASS CUSTOMIZATION
7)
AUCTION
STRATEGY
a)
SALES AUCTION
b)
BUYER-DRIVEN COMMERCE
c)
EXCHANGES
d)
REVERSE AUCTIONS
8)
PRICING
STRATEGIES
a)
TRANSACTION COST COMPARISONS
b)
DYNAMIC PRICING
c)
OBTAINING PRODUCT PRICING INFORMATION
d)
INTELLIGENT SHOPPING AGENTS
e)
SHOPPING SERVICES
f)
PRICING STRATEGIES
g)
SKIMMING PRICING
h)
PENETRATION PRICING
9)
AN
EXAMPLE OF CHANGING BUSINESS MODELS: STOCK BROKERAGE
a)
TRADITIONAL BROKERAGE SYSTEM
b)
BENEFIT ANALYSIS FOR ONLINE
c)
ALTERNATE CHANNELS
10)
HOSTING TECHNOLOGY
a)
COMMERCE SERVICE PROVIDERS
b)
ADVANTAGES OF SELLING WITH STANDALONE VS CSP SITES
11)
INTERNATIONAL E-COMMERCE
a)
TECHNICAL
INFRASTRUCTURE
b)
FLEXIBILITY
OF CHANNEL RELATIONSHIPS
c)
THE
POLITICAL AND LEGAL STRUCTURE
d)
WILLINGNESS OF BUSINESSES AND CUSTOMERS
III.
Personalization
1)
Personalization & Marketing
-
Choice
Assistance
-
Customization
-- marketing moves closer to customer satisfaction
-
Relationship
Marketing
-
Ford
Motor Company Owner Connection
-
Personalization
& the DNI Framework
-
Personalization
& Consumer Benefits
2)
The “Democracy of Goods”
-
personalized
service associated with luxury and status
-
through
technology, personalization is less expensive and accessible to all
3)
Turning Experience Goods Into Search Goods
-
personalization
and suggestion
-
converting
quality-based experience goods
-
converting
taste-based experience goods
4)
Personalization & The Total Product
-
Levitt
and the source of new features
5)
The Total Product in Banking
-
the
checking account
-
augmenting
banking online -- Wells Fargo with Quicken
download
-
making
online banking tangible -- UPS online package tracking
6)
The Personlization Balance
-
providing
useful information -- balance costs and benefits
-
personalization
backlash by those who do are not “preferred” customers
7)
Implementing Personalization -- powerful potential
competitive advantage
8)
Online Mass Customization
-
representation
and product changes -- Gilmore & Pine
-
four
dimensions of customization
9)
Transparent Customization
-
transparent
products -- customization without consumer awareness
-
transparent
offers
-
smart
ads showing different offers online
-
smart
offers customized to you
-
collaborative
customization -- linking suppliers & customers through extranets
-
the
critical role of an address
10)
Personalization Methodologies
-
when
personalization pays
-
personalization
not beneficial -- basic mass market products choice assistance --
differentiated products & services preferred customers --
frequency marketing
-
one-to-one
marketing.
-
personalization
systems
11)
A Personalized Flowchart
-
do
customer lifetime values vary significantly?
-
do
customer needs vary significantly?
-
are
product attributes qualitative or complex?
-
personalization
challenges
-
varying
benefits
-
data
needs
IV.
Information Collection
1)
DATA
TO INFORMATION
a)
DATA
WAREHOUSING
b)
DATA
MINING
c)
DATABASE
MARKETING
d)
DATABASES
2)
MARKETING
INFORMATION SYSTEM
a)
DATA
FROM THE MARKET
i)
BEHAVIOR
TRACKING
ii)
WEB
BASED TRACKING
iii)
INFOMEDIARY
iv)
CUSTOMER
INQUIRIES
v)
MARKETING
RESEARCH
(1)
MARKETING
RESEARCH STEPS
(2)
ONLINE
RESEARCH DESIGN
(3)
SOFTWARE
BASED SURVEYS
(4)
PANELS
3)
COMPETITIVE
INTELLIGENCE
a)
ETHICAL
SNOOPING
b)
THIRD
PARTY DATA SOURCES
4)
USES
OF INFORMATION
a)
KNOWLEDGE
DISCOVERY
b)
OLAP
ON-LINE ANALYTICAL PROCESSING
c)
DATA
MINING
d)
STRATEGIC
VALUE OF CUSTOMERS
i)
RECENCY,
FREQUENCY, AND MONETARY ANALYSIS
5)
DATA
MINING
a)
DEVELOPING
DATABASES
b)
THE
DATABASE MARKETING PROCESS
c)
DATA
WAREHOUSES
d)
DATA
MINING
6)
BUSINESS
SYSTEM CONTROL
a)
DATABASE
SYSTEM BUSINESS CONTROL
b)
CUSTOMER-RELATIONSHIP
MANAGEMENT SYSTEMS
c)
WEB
BASED CUSTOMER SUPPORT SYSTEMS
d)
SALES
FORCE AUTOMATION
e)
BUSINESS
PROCESS
i)
ENTERPRISE
SOFTWARE AND DATABASE BUSINESS SYSTEM CONTROL
7)
KNOWLEDGE
MANAGEMENT
a)
ONLINE
LIBRARIES
b)
PRIVACY CONCERNS
V.
Political, Legal and Ethical Environments
1)
POLITICAL, LEGAL, AND ETHICAL ENVIRONMENTS
2)
POLITICAL ENVIRONMENT
a)
CONSTITUENCIES.
b)
U.
S. LAWS GOVERNING THE INTERNET
c)
LEGAL
ENVIRONMENT
3)
CYBERCRIME
a)
HACKING
b)
INFRASTRUCTURE
ATTACK
4)
INTELLECTUAL CAPITAL
a)
COPYRIGHTS
i)
SOFTWARE
AND TECHNOLOGY PROTECTIONS
ii)
TECHNOLOGICAL
COPYRIGHT PROTECTIONS
b)
TRADEMARKS
c)
TRADE
SECRETS
d)
PATENTS
i)
SOFTWARE
PATENTS
ii)
PROTECTING
INTELLECTUAL PROPERTY
5)
LEGAL JURISDICTION
6)
NETIQUETTE
a)
RUMORS
b)
SPAM
7)
INTERNET SELF-REGULATION
8)
ETHICAL ENVIRONMENT
a)
ETHICAL DILEMMA
b)
PRIVACY
i)
EMPLOYEE
PRIVACY
c)
OVERALL
ECONOMIC WELFARE
i)
PORNOGRAPHY
ii)
FREE
SPEECH
ACCESS
& EQUITY
