TAILIEUCHUNG - Lecture E-Commerce - Chapter 14: E-commerce marketing (part II)

In this chapter students will be able to understand key business concepts and strategies applicable to e-commerce. In this chapter, the following content will be discussed: Why not buy online? Trust, utility, and opportunism in online markets; basic marketing concepts; products, brands, and the branding process; web transaction logs; tracking files. | CSC 330 E-Commerce Teacher Ahmed Mumtaz Mustehsan GM-IT CIIT Islamabad Virtual Campus, CIIT COMSATS Institute of Information Technology T1-Lecture-14 T1-Lecture-13 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- . Mustehsan T1-Lecture-14 E Commerce Marketing Chapter-06 Part -II For Lecture Material/Slides Thanks to: Copyright © 2010 Pearson Education, Inc T1-Lecture-13 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- . Mustehsan Objectives Understand key business concepts and strategies applicable to e-commerce. T1-Lecture-12 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc T1-Lecture-13 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc SOURCES: Based on data from eMarketer, Inc., 2011d. Why not buy Online? Slide 6- Trust, Utility, and Opportunism in Online Markets Two most important factors shaping decision to purchase online: Utility; With reference to, the Better prices, convenience of handling the site, The Response /speed of interactivity of the marketplace. Trust: Asymmetry of information can lead to opportunistic behavior by sellers Sellers can develop trust by building strong reputations for honesty, fairness, delivery and after sale service. T1-Lecture-13 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- Basic Marketing Concepts Marketing: Means the strategies and actions firms take to establish relationship with a consumer to encourage purchases of its products and services. Addresses competitive situation of industries and firms Seeks to create unique, highly differentiated products or services that are produced or supplied by one trusted firm Avoidance of becoming commodity ( a good or service for which there are many dealers; supplying the product; essentially identical) Ideally having unmatchable feature set T1-Lecture-13 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- Feature Sets The bundle of capabilities and services .

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