Electronic Marketing | Week 5
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web.biz.uwa.edu.au/units/450502/wk5.htm
25 March
Web
business
models
Learning objectives: Using examples,
- Compare three web-based improvement models and two revenue models
(160-72).
- Compare four approaches to consumer behaviour in electronic
markets. (Artificial)
- Illustrate the use of web chains (150-7)
- Summarise eight M's of electronic strategy: mission, money, marketing, mechanics, management, metrics,
maintenance and
Murphy's laws. (Hotel
management)
Activities: Sort online strategies.
Readings:
|
Discussion and reflection:
- What web models should do well today? Why?
- When and why would you suggest using each of the four approaches to
consumer behaviour in electronic markets.
- What electronic strategy would you give your friends. Why?
- What web models should do well in the future? Why?
- Why do web chain calculations make sense, or not?
- How and why do you see electronic business models evolving?
Fun readings:
- (26 Feb 2009)
E-commerce and Internet industry in Cuba, Ecommerce Journal
-
(25 Feb 2009)
E-commerce firms failing accessibility tests, Vnunet.com
-
(18 Feb 2009)
Customer satisfaction with E-Commerce dips, Information Week
- (13 Mar 2006)
Amateurs cash in on homemade video clips,
IHT.com
- Naraine, Ryan (13 Feb
2004) Social networks in search of business models,
InternetNews.com
- (2004) A suggested
annual
maintenance checklist
- (2002) The Dot.com Retail Failures of 2000: Were There any Winners?
Journal of the Academy of Marketing Science, 30(4), 474-86.
- Shaw, John (7 Jun 2000)
In
Australia, slowly developing e-commerce, NY Times
|
Improvement models
Enhancement
Efficiency
Effectiveness
- Dealer support -- GM
- Supplier support -- GE
- Information collection -- DoubleClick
|
Revenue models
Provider pays
- Sponsorship -- ACO and Dilbert
- Alliances -- Google and
TravelClick (is this an
alliance?)
- Spot advertising -- TechWeb
- Prospect fees -- Edmunds
- Sales commissions -- Amazon
associates
User pays
|
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