MAR 4933002

1
MAR 4933-002

• E-Commerce Marketing
• Fall 2002Tampa
• Website/Business Model Evaluation Presentations
• Rich Gonzalez
• December 2, 2002 (Week 15 Monday)

2
URLs

• To Do Today
• petsmart.com
• mtv.com
• philipmorris.com

• Done
• bn.com
• bbc.co.uk
• boeing.com
• www.artic.edu
• disney.com
• fedex.com
• ebay.com
• victoriassecret.com
• ford.com
• ticketmaster.com
• espn.com
• cdnow.com

3

• http//www.cnn.com/2002/TECH/internet/12/01/media.
  advertising.reut/index.html

4
Agenda December 2, 2002

• RFID
• Final Exam Details
• Website/Business Model EvaluationFinish Last 3
• Mini Review All Websites
• Due For December 4
• Student Evaluations

5
Have Your Object Call My Objects

• Main points?

6
Main Points
7
Main Points

• Automatic CheckoutFinally!
• Marketing Opportunitiesthroughout life of
  product(i.e. sweater ,p 144)
• Variable PricingPricing Discrimination,
  Micro-Increments(i.e., movie theater, p144)

8
Final Exam

• December 11, Wednesday
• 330 PM
• BSN 2201

9
Chapters

• 4-Framing the Market Opportunity
• 5-Business Models
• 6-Customer Interface
• 7-Market Communications/Branding
• 8-Strategy Implementation
• 10-B2B Grows Up

10
Objective

• 25-30 Questions
• Multiple Choice
• True False
• FIB
• Chapters, discussions, video, articles
• Make sure you check the list of articles on the
  website

11
Subjective

• 4 Essay Questions
• Problem, analysis, description
• 1. Frame the situation, state assumptions,
  present opinions/answer
• Pick 2 of the 4 to answer
• No extra credit

12
For December 4

• Have Your Objects Call My Objects, Ferguson,
  Harvard Business ReviewHandout
• Chapter 10---B2B
• Quiz 3

13
Site/Model Evaluation Assignment

• Paper
• 2 Pages Bullets With One Summary Section
• Cover Sheet
• 15 Copies (1 for RG, 14 for students)
• In Class Presentation
• 5 to 10 Minutes Overview, Pick a Few Main Points
• Last 3 on December 2

14
Jakobs Nielsens Homepage Guidelines

• 1. Communicating the Sites Purpose
• 2. Communicating Information About the Company
• 3.Content Writing
• 4. Navigation
• 5. Search
• 6. Graphics and Animation
• 7. Customization
• 8. Fostering Community

15
Components of a Business Model
Developing a business model in the networked
economy requires four key choices on the part of
the senior management
Value Cluster

• Specify the value proposition or the value
  cluster for the business

Marketspace Offering

• Articulate the online product, service and
  information offer

Resource System

• Define how the company needs to align its
  resources to deliver the value proposition

• Define and select the most appropriate revenue
  model to pursue

Financial Model
16
Value Proposition/Cluster
The first step in the articulation of the
business model is clearly specifying the value
proposition or the value cluster for the
business

• Defining the value proposition or the value
  cluster requires answering the following
  questions
• Which target segments should the company focus
  on?
• What is the combination of customer benefits
  that is offered?
• What makes the firm and its partners better
  positioned to deliver the offering than anybody
  else?

Value Cluster
Marketspace Offering
Resource System
Financial Model
17
Site/Model Evaluation Assignment

• 100 Points
• 50 Summary Paper
• 50 Presentation
• In Class Evaluation (Supplementary)

18
For December 2

• Philip Morris.com
• MTV.com
• petsmart.com

19
(No Transcript)
20
Final Review of Websites

• Similarities/Differences?
• Takeaways/Comments?

21
Instructor Evaluations

• Need 1 volunteer
• Take up to BSN 3231Marketing Dept.