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Schneider, G. P. (2015). Electronic Commerce (11th ed.).

Stamford, CT: Cengage Learning.

Boston, MA. ISBN: 9781285742298

BUS615 Ecommerce

The Revenue Model for Ecommerce is rooted in the development of the catalog beginning in 1872 (Schneider, 2015).

The catalog concept allows shoppers to view what they want to buy and the cost of the each item. Ecommerce websites are similar in that they provide information, pictures and prices for items for purchase.

Discounts and shipping information are also provided (Schneider, 2015).

Fee for content Ecommerce sells the rights to access information.

Such websites provide legal, academic, business, technical content, electronic books, online music and video (Schneider, 2015).

Figures 3-2 and figure 3-3 provides examples of revenue models (Schneider, 2015).

Selling on the web

Chapter 3

Creating an effective web presence is essential.

Figure 3-5 (Schneider, 2015) list the objectives and strategies for effective web presences.

Establishing an effective brand image is essential such as Coke and Pepsi (Schneider, 2015).

Building flexibility into the website is the best way to meet the needs of all clients (Schneider, 2015). Some visually impaired clients may use special web browser software for reading text from web sites.

“The W3C web accessibility initiative includes a number of useful links to information regarding these issues” (Schneider, 2015). Visit the W3C web site at http://www.w3.org/WAI/ for more information.

Selling on the web

Chapter 3

Connecting with customers may be accomplished in a combination of three ways;

Mass media is a one-to-many model

The web a many-to-one and many-to-many model

Personal contact, a one-to-one model

(Schneider, 2015, figure 3-9).

Selling on the web

Chapter 3

Effectively communicating with different web segments requires identifying potential customer groups.

Media selection that a particular customer group may identify with is essential.

Due to consumer becoming desensitized to many TV commercials, mass media messages are not as effective as they once were.

Developing a loyal following for a web site is critical and mass media type banners and advertising is may be effective for web sites if the banners are not intrusive.

Building customer loyalty is essential.

Schneider, 2015, figure 4-4, provides an illustration of the relationship between customer level of loyalty and time.

Marketing on the web

Chapter 4

Technology-enabled Relationship Management is a form of managing customers relationship with a company when the company . . .

“obtains detailed information about a customers behavior, preferences, needs, and buying patterns, and uses that information to set prices, negotiate terms, tailor promotions, add product features, and otherwise customize its entire relationship with the customer” (Schneider, 2015).

This process is refined into Customer Relationship Management (CRM). The CRM process is illustrated in figure 4-9 of Schneider, 2015.

Marketing on the web

Chapter 4

Viral marketing through social media is a departure from the traditional marketing model that has companies communicating directly with customers or through an intermediary.

Social media provide a means in which the customers can promote, or demote, products and services from companies on the web by tagging and connecting to friends and family through social media.

Figure 4-1, (Schneider, 2015) illustrates viral marketing through social media.

Domain selection and positioning within search engines are critical for potential customers to find your web site and products on the web.

Paid search engine placement varies in price and can be expensive depending on the name and domain. Figure 4-14 (Schneider, 2015) lists Domain names that sold for over $2 Million. A more affordable means of advertising on the web is available through purchasing banner time for advertising on more popular web sites.

Marketing on the web

Chapter 4

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