imchapter3.docx

1、imchapter3Chapter 3Retailing in Electronic Commerce: Products and ServicesLearning ObjectivesUpon completion of this chapter, you will be able to:1. Describe electronic retailing (e-tailing) and its characteristics.2. Define and describe the primary e-tailing business models.3. Describe how online t

2、ravel and tourism services operate and their impact on the industry.4. Discuss the online employment market, including its participants, benefits, and limitations.5. Describe online real estate services. 6. Discuss online stock-trading services.7. Discuss cyberbanking and online personal finance.8.

3、Describe on-demand delivery by e-grocers.9. Describe the delivery of digital products and online entertainment.10. Discuss various e-tail consumer aids, including comparison-shopping aids.11. Identify the critical success factors and failure avoidance for direct online marketing and e-tailing.12. De

4、scribe reintermediation, channel conflict, and personalization in e-tailing.ContentA: Taking E-Tailing to the Next Level3.1 Internet Marketing and Electronic Retailing 3.2 E-Tailing Business Models3.3 Travel and Tourism Services Online3.4 Employment Placement and the Job Market Online3.5 Real Estate

5、, Insurance, and Stock Trading Online3.6 Banking and Personal Finance Online3.7 On-Demand Delivery Services and E-Grocers3.8 Online Delivery of Digital Products, Entertainment, and Media 3.9 Online Purchase-Decision Aids3.10 Problems with E-Tailing and Lessons Learned 3.11 Issues in E-TailingManager

6、ial IssuesReal-World Case: Wal-Mart Goes OnlineAnswers to Pause/Break Section Review QuestionsSection 3.1 Review Questions1. Describe the nature of B2C EC.B2C e-commerce is concerned with businesses selling products to customers.2. What sells well in B2C?A variety of goods sell well online. These go

7、ods include: computers and electronics, sporting goods, office supplies, books and music, toys, health and beauty products, entertainment, apparel, services and cars.3. What are the characteristics of high-volume products and services?The characteristics of high-volume products and services include:

8、 high brand recognition, recognized guarantees, digitized formats, relatively inexpensive items, frequently purchased items, commodities with standard specifications and well-known, unopenable packaged items.4. Describe the major trends in B2C.Some trends include: More reliance on research Internet

9、effects on retail sales Increased incentives for cross-channel sales Increased rich mediaSection 3.2 Review Questions1. List the B2C distribution channel models.The B2C distribution channel models include: direct marketing, pure-play e-tailers and click-and-mortar retailers.2. Describe how mail-orde

10、r houses are going online.Companies are attempting to leverage their existing infrastructures by using a new marketing system (online), in addition to their existing method (catalogs, etc.)3. Describe the direct marketing model used by manufacturers.The direct marketing model takes place without int

11、ermediaries between manufacturers and buyers.4. Describe virtual e-tailing.These firms sell to customers over the Internet while not maintaining any type of physical sales location.5. Describe the click-and-mortar approach.With this approach the firm sells to customers through the Internet and throu

12、gh physical sales locations.6. Describe e-malls.Electronic malls (e-malls) are combinations of several online merchants in one location. Some malls are just an aggregation of merchants, while other malls provide integrated services (like a single checkout for many merchants).6. Describe online weddi

13、ng and gift services.These services provide the ability to create “want” lists that can be accessed and purchased by others for the recipient.Section 3.3 Review Questions1. What travel services are available online that are not available off-line?Some of the additional services provided include: tra

14、vel tips, electronic travel magazines, fare comparisons, currency conversion calculators, fare tracking, worldwide place locators, a travel products store, expert opinions, travel news, driving maps, chat rooms, bulletin boards and frequent-flyer deals.2. List the benefits of online travel services

15、to travelers and to service providers.Online travel services provide the benefits of large amounts of free information, 24/7 availability and the potential for significant reductions in price.3. What role do software (intelligent) agents have in travel services? What future applications may be possi

16、ble?Intelligent agents could provide a service to travel customers by providing buyer-seller negotiations. Future applications would allow greater information flow for better pricing and decision making.Section 3.4 Review Questions1. What are the driving forces of the electronic job market?The elect

17、ronic job market is driven by the volatile nature of the employment market itself and the constant change in available positions and applicants.2. What are the major advantages of the electronic job market to the candidate? To employers?A variety of advantages are described in exhibit 3.6.3. Describ

18、e the role of intelligent agents in the electronic job market.Intelligent agents can be used to search and retrieve suitable positions for candidates and suitable candidates for employer positions.Section 3.5 Review Questions1. List the major online real estate applications.The major online real est

19、ate applications include: advice systems for customers who are buying and selling homes, directory and new sites, property listings, commercial property listings, residential property listings, links to realtors, maps, mortgage information, mortgage comparisons, mortgage brokers, online lenders, and

20、 sites for home sellers and buyers.2. What are the advantages of online stock tracking?The major advantages of online stock tracking are its ease-of-use, access to large amounts of information, convenience, and in many cases reduced costs.3. What investment information is available online?Several di

21、fferent types of information are available including financial news, bond prices, advice, evaluation tools, IPO information, and financial information.4. What are some of the risks of trading stocks online?In addition to risks of trading stocks in general, trading stocks online can have the risks of

22、 delayed information as well as the relative ease of trading (increasing the amount of trading overall).Section 3.6 Review Questions1. List the capabilities of online banking. Which of these capabilities would be most beneficial to you?Student opinions on the usefulness of features will vary. The ca

23、pabilities available include: current account balances, access to statements, pay bills online, download account transactions, transfer money between accounts, balance accounts, communicate with the bank, access information anytime and access information anywhere.2. Discuss some implementation issue

24、s of financial services.Some of the implementation issues of online financial services include: securing financial transactions, using the bank intranet, using imaging systems, differential pricing of online/off-line services and potential risks.3. List the major personal finance services available

25、online.The major personal finance services available online include: bill paying, electronic check writing, tracking of accounts, portfolio management, investment tracking/monitoring, stock quotes, budget organization, cash flow/profit-loss analysis, tax services and retirement services.4. Explain o

26、nline bill paying.In online bill paying, funds are taken from the users accounts by an intermediary who then arranges payments with the users debtor.Section 3.7 Review Questions1. Explain on-demand delivery service.On-demand delivery service is express delivery that is made quickly after an online o

27、rder is received.2. Describe e-grocers and how they operate.These firms will take orders online and provide deliveries to customers through a regularly scheduled delivery.3. Who are the typical e-grocery shoppers? What services to they require?Typical e-grocery shoppers fall into one or more of the

28、following groups: shopping avoiders, necessity users, new technologists, extremely busy consumers, consumers who enjoy online shopping and older individuals who enjoy shopping in any type of store.4. What are the difficulties in shopping online for groceries?Customers may be frustrated shopping for

29、groceries online because they cannot physically examine the goods before purchase.Section 3.8 Review Questions1. Describe digital goods and their delivery.Digital goods are products that can be completely digitized and delivered over the Internet.2. What are the benefits and the limitations of digit

30、al delivery? There are several advantages to the use of digital delivery including increased speed of delivery, low product cost and low distribution costs. The major disadvantage is that not all goods can be digitized.3. What are the major forms of online entertainment? Do you think people of diffe

31、rent age groups and social classes might be attracted to different types of online entertainment? Student opinions on media attractiveness will vary. The major types of online entertainment include web browsing, gaming, sports games, etc. A full list can be seen on page 130.Section 3.9 Review Questi

32、ons1. Define shopping portals and provide two examples.Shopping portals are gateways to storefronts and malls that may be either comprehensive or niche-oriented. Examples would include and 2. What are shopbots?A shopbot is a shopping robot that scouts the Web looking for goods and services that meet consumers specified search criteria.3. Explain the role of business rating and Web site verification tools