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MAR 4933-002

E-Commerce Marketing

Fall 2002—TampaCommunity, Word of Net

Rich GonzalezSeptember 18, 2002 (Week 4 Wednesday)

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For Site/Model Evaluation # 12 Irina

# 13 Sean# 14 Joe W.# 15 Lisa# 16 Joe B.

Today: Please peruse Nielsen & Tahir book:Homepage Usability

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URLs (We’ll probably Visit Today)

www.absolut.com www.carpoint.com

www.bizrate.com www.flyertalk.com online.wsj.com/article/0,,SB1031791804732353075,00.html?mod=srecommece20026%5F2

google.com------Groups

feedback on ebay outlook mailbox

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Agenda September 18, 2002

WSJ Online PayPal--finish Community Usability Due For September 23

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For Today

Start WSJ Online 1. Create a profile of topics—Spend

1 hour online 2. Have one article from WSJ that

relates to e-commerce 3. Send title to the listserv with brief

description

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For September 23

1. Read “Are Bots Legal?” by Phyllis Plitch in WSJ.

2. Send any comment/opinion the listserv

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For September 23

Analysis Paper # 2

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OK, Let’s Start

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Feedback on eBay Community Self Policing Information Facilitation Trust

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ebay.com How do they do this?

1. Technology 2. Customer Orientation 3. Information Usage 4. Value 5. Community 6. Fun

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PayPal.com How do they do this?

1. Technology network 2. Convenience for customers 3. Security 4. Speed 5. Strategic Partnering with eBay 6. Trust 7. Availability/access

In Class Exercise

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Framework for MO: Microsoft CarPoint Example

Leverage the Internet to Improve the Consumer Car-Buying Process

Leverage the Internet to Improve the Consumer Car-Buying Process

Car Buyers Are Dissatisfied With Current Retail Car Buying Process

Car Buyers Are Dissatisfied With Current Retail Car Buying Process

Shoppers Who Feel Intimidated by Sales People and Look for More Efficient Way Shoppers Who Feel Intimidated by Sales People and Look for More Efficient Way

Microsoft’s Software and Free Placement on All Its Websites

Microsoft’s Software and Free Placement on All Its Websites

How Big Is the Online Car-Buying Market? Who Are CarPoint’s Main Competitors?

How Big Is the Online Car-Buying Market? Who Are CarPoint’s Main Competitors?

Make Go / No-Go AssessmentMake Go / No-Go Assessment

• MSN CarPoint identified an opportunity to leverage the Internet to deliver customer value in the car industry

• The retail car-buying process was frustrating and inefficient:

• Little information available to the consumer• Bargaining with salesperson viewed as a hassle• Long process overall

• MSN CarPoint selected two primary target segments for its service:

• “The intimidated by the process”• “The information seekers”

• MSN CarPoint could leverage Microsoft’s expertise in software development, the Microsoft brand name and its multitude of online properties

• Competition was getting fierce with more and more online car services entering the market• But the financial opportunity was large: 66% of new car buyers used online services in 2000

• In 1996 the first version of CarPoint was shipped• By 2000, CarPoint was driving $15 million in car sales a day

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Customer Orientation A philosophy incorporating the marketing

concept that emphasizes first identifying unmet needs, then satisfying them.

Marketing Mantra: Know your customer(s). http://online.wsj.com/public/contact_us?

page=Contact+Us

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Customer Orientation

http://online.wsj.com/public/contact_us?page=Contact+Us

http://www.absolut.com

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Customer Satisfaction Definition

Performance – Expectations = CS

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Customer Decision Process Origination (Recognize Problem) Information Gathering Evaluation Purchase Decision Post-purchase Results

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Customer Decision Process Watch the Traffic Polling Review Customer Service E-Mail Community

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Customer Behavior “it’s not that people are lazy but

that they are looking for convenience.”

They are also looking for security.

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Usability Guidelines (selected)

Communicating Site’s Purpose Communicating Firm’s Information Navigation Search Advertising Customization Fostering Community

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Consumers Want: Trust Information Expectations

Internet sites that grade online retailers... With so many sites, though, and so little uniformity, consumers can find such research confusing.”

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Rating Sites: www.bizrate.com www.dealtime.com shopping.yahoo.com www.pricegrabber.com www.cnet.com

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Word of Net Fast Wide Accurate? Controllable? Important? How?

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FlyerTalk Business Professionals Airline Loyalty Programs Rules, Benefits, Gimmicks Community (talk, chat, etc.) www.flyertalk.com

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Good Criteria For Any Site Criteria:

Business ModelTechnologyMissionTarget MarketCustomer Benefits

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Analysis Paper # 2 Subject: Buying a Digital Camera Parameters: Your Needs and $100-$425 Context: Community & WON Criteria: (use bolded headings)

Requirements(technical & other)

Brand and Model (specific)

Price InformationWON Information--Quality

Length: 1.5 Pages -------125 points Due on Monday ------Hard Date (Sep 23)

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Google Groups demo this

10 Bonus Points---Particpation

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End Here