Marketing on the Internet and the implications of new technologies

Marketing on the Internet and the implications of new technologies

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Inhaltsangabe:Abstract: Electronic Commerce, once thought of as futuristic buzzwords, is becoming a commonly used term. International newspapers, magazines, and the electronic media mention at least some forecast or news related to this subject on a daily basis. Nevertheless, a look at the growing numbers of consulting companies, that offer a variety of services relating to Electronic Commerce reveals the immense uncertainty companies are experiencing about what exactly Electronic Commerce is, and how they can implement it. While it seems that the importance of this issue in the business environment is widely accepted in the US, a recent study from Andersen Consulting (Andersen, 1998) shows that among European senior executives only 19% regard Electronic Commerce as a serious competitive threat to their business. Furthermore, only 39% are taking steps today to incorporate Electronic Commerce into their current operational strategies. There is a number of factors contributing to the qwait-and-seeq attitude taken by executives and consumers as well. Executives tend to view the rise of Electronic Commerce as an external business environment issue, while consumers are concerned about security issues. These are still common views in the US. In European countries, a cultural problem stemming from a slowly changing and stable business environment adds to that problem. Fear of failing by trying a new approach, in most cases, overshadows the willingness to take new risks. Nevertheless, the uncertainty about the changes implied by Electronic Commerce are far-reaching and can be found in any country. With the increasing importance of the Internet, the business environment, as well as other areas in society, is about to fundamentally change. Old paradigms are no longer working in the evolving new business world, sometimes called digital economy. Electronic Commerce is the keyword that tries to capture the new paradigms which are not even clear yet. The only thing that is reliable and predictable about Electronic Commerce and the new economy, is change. Never before was it more important to be flexible and willing to take risks by trying new approaches. As businesses like to operate in a predictable environment where planning the future is easy, it becomes very difficult to adapt to the pace of change. Not only do businesses need new strategies, they also need to constantly reinvent themselves. Businesses need to realize, that it becomes necessary to accept the fact that change is not an every once in a while issue, but it becomes a constant challenge. This paper has two motivations: (i) It will analyze marketing strategies, and the forces that shape these strategies, involved in establishing Business-to-Consumer Electronic Commerce on the Internet. Current marketing strategies and ideas used by companies will be discussed. In fact, most of the Electronic Commerce activities are US-based. The strategies and trends presented in this paper are almost exclusively derived from US business practices. Moreover, it is important to understand that, due to the speed of changes that affect Electronic Commerce, what is important today can become obsolete tomorrow. (ii) As technology plays an important role in Electronic Commerce, the paper will cover two major technologies that are about to change the way Electronic Commerce will be done in the future. It will show how these technologies can influence future marketing strategies. Inhaltsverzeichnis:Table of Contents: Table of ContentsA Part I: Introduction1 1.Motivation of the paper1 2.The structure of the paper3 3.Defining the term qElectronic Commerceq3 a.Existing definitions4 b.Changing business structures5 c.The change of fundamental assumptions6 d.The participants in Electronic Commerce7 e.Electronic Commerce as an umbrella9 .fElectronic Commerce and other technologies11 (1)Electronic Commerce vs. EDI11 (2)Electronic Commerce vs. Electronic Marketing12 gElectronic Commerce as the scope of this paper12 Part II: Electronic Commerce - The Business Side14 1.Two case studies14 a.Amazon.com15 (1)The Interface16 (2)The shopping experience17 (3)The associate program18 (4)The value added19 (5)The competition20 (6)Leader vs. Follower21 b.Egghead software21 (1)The problem21 (2)The solution21 c.Conclusion23 2.The need for strategy23 3.Outlining the goals for Electronic Commerce24 a.The role of the Information Technology department25 b.The value proposition26 c.Increasing profits27 d.The wrong question29 e.Conclusion29 4.The competition30 a.Pricing strategy30 b.The barriers of entry31 (1)Location32 c.Conclusion34 5The customers34 a.Collecting customer data35 (1)Cookies35 (2)Permission marketing36 (3)Virtual communities37 6.The Business Environment39 a.Technology issues40 b.The Government40 c.Cultural issues41 d.Changing demographics43 7.Implementing Electronic Commerce44 a.Discover45 b.Deploy45 c.Scale46 d.Integrate46 e.Conclusion47 8.Conclusion48 Part III: Electronic Commerce - The Consumer Side50 1.A consumer buying behavior model50 a.Need identification50 b.Product brokering51 (1)Internal search51 (2)External search52 (3)Habitual, limited and extended decision making52 c.Merchant Brokering53 d.Negotiation53 e.Purchase and Delivery54 f.Service and Evaluation54 (1)Postpurchase dissonance55 (2)Consumer complaints56 2.Current Online user behavior trends57 a.Providing credit card information online58 (1)WebTrust seal and the principles59 (2)Online shopping malls61 (3)Web telephony64 b.Revealing demographic information and privacy64 (1)Fair Information Practice Principles66 (a)Notice/Awareness67 (b)Choice/Consent68 (c)Access/Participation68 (d)Integrity/Security68 (e)Enforcement/Redress68 Part IV: Technologies70 1.Software Agents and Electronic Commerce70 a.Defining Software agents70 (1)What are Software agents?71 (2)A paradigm shift71 (3)Attributes of Intelligent Agents72 (4)Agency, intelligence and mobility75 b.Different types of Agents78 (1)Categories78 (2)Examples of agent implementations79 (a)Search agents and search engines80 1)The size of the Internet81 2)Meta search engines82 3)The relevance of the result84 (b)Information filtering agents85 1)What is filtering?85 2)Filtering vs. searching86 (c)Shop agents and their limitations87 c.Technologies behind agents90 (1)A conceptual agent model90 (a)Machinery91 (b)Content91 (c)Access91 (d)Security92 (2)Languages to build software agent applications92 (a)Tcl92 (b)Java93 (c)Agent building environment93 (3)Agent Communication Languages94 (a)Knowledge Query and Manipulation Language - KQML94 1)KQML protocols95 2)KQML languages96 (b)Knowledge Interchange Format - KIF97 d.Ontologies for software agents97 (1)Defining ontologies98 (2)The need for ontologies98 e.Challenges for software agents99 (1)Agent jurisprudence99 (2)Delegation101 f.Agent-mediated Electronic Commerce102 (1)Simulation of an agent based information brokering market102 (2)An example of an agent-mediated marketplace103 (3)Shop agents and their impact on strategy104 2.XML106 a.What is markup?107 (1)Procedural markup107 (2)Descriptive markup108 b.The origins of XML108 (1)HTML: uses and limitations110 (2)SGML: uses and limitations111 (3)The features of XML111 (4)The relations between SGML, HTML and XML112 c.The structure of an XML document113 (1)A minimalist XML based system113 (2)Two classes of documents114 (a)Well formed documents114 (b)Valid documents115 (3)Different kinds of markup116 (a)Elements116 (b)Attributes117 (c)Entity References117 (d)Comments118 (e)Processing Instructions118 (f)CDATA Section118 d.The definitions of XML119 (1)XSL - The Extensible Stylesheet Language119 (2)XML Linking Language and XML Pointer Language120 e.Who supports XML?121 f.The use of XML for Electronic Commerce122 (1)Database interchange123 (2)XML and software agents126 (3)3Com's XML implementation126 Part V: Conclusion128 Part VI: Appendixes131 1.Readings for Electronic Commercei 2.Readings for Software Agentsvi 3.Readings for XMLix 4.List of Figuresxi 5.List of TablesxiiFirst, Amazon offers the option to transmit the order information online, and then call in and give the credit card number to ... program Amazon also realized that having a Webbased business is one thing - making it visible and visited, another.

Title:Marketing on the Internet and the implications of new technologies
Author: Bernd Anderer - 1999-01-24

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