Copyright 2000 Prentice Hall6-1 Chapter 6 Why People Buy: Consumer Behavior.
Chapter 6: The Web and E-Commerce Copyright © 2013 Pearson Education, Inc. publishing as Prentice...
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Transcript of Chapter 6: The Web and E-Commerce Copyright © 2013 Pearson Education, Inc. publishing as Prentice...
Chapter 6:The Web and E-Commerce
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 1
Learning objectives
1. Web strategy
2. Website information architectures
3. E-commerce
4. Website marketing
5. Web 2.0
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 2
Newspaper industry
• Users read news online for free
• Impact on print newspapers
• Internet disruption of business models
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 3
Web strategy (1:2)
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 4
• Inform or entertain
audience
• Influence audience
Web strategy (2:2)
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 5
• Sell products or
services
• Facilitate offline
relationships
Naming website
• Uniform resource locator (URL)
• Domain name system (DNS)
• Hypertext transfer protocol (http://)
• File transfer protocol (ftp://)
• Top-level domain
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 6
Managing domain names
• Internet Corporation for Assigned Names
and Numbers (ICANN)
• Legal disputes
• Cybersquatting and typosquatting
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 7
Website design
• Hierarchical architecture
• Multi-dimensional architecture
• Sequential architecture
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 8
User interface design
• Usability
• Accessibility
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 9
Software development strategies
• Web browser
• Hypertext markup language (HTML)
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 10
Interactive websites
• Javascript
• AJAX
• Flash
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 11
Content managementsystems
• Content management
• Cascading style sheets (CSS)
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 12
E-Commerce
• Online transactions
• Security
• Trust
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 13
Marketing the website(1:2)
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 14
• Search engine
optimization
• Search terms and
key words
Marketing the website(2:2)
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 15
• Page rank and
relevance
• Search engine
scams
Web advertising (1:2)
• Click-through rate (CTR)
• Target advertising
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 16
Web advertising (2:2)
• Search portals
• Online marketing challenges
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 17
Web 2.0
• Crowdsourcing
• Expanding data
• Learning web
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 18
Summary
1. Web strategy
2. Website information architectures
3. E-commerce
4. Website marketing
5. Web 2.0
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 19
NTT DoCoMo case
• Mobile e-commerce
• Near-field communications
• Osaifu keitai
• Expansion
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 20
Pandora case
• Business model
• Recommendation engine
• Mobility
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 21