Professional Documents
Culture Documents
Competitive Advantage...
• The Marketplace
• Customers
• Suppliers
• Competitors
• Intermediaries
The Marketplace
Competitive forces
Value chain
New channel
Location of trading
Commercial agreements
Pow er of T h re a t o f
T h e b u s in e s s
s u p p lie r s s u b s itu te s
E x t e n t o f r iv a lr y
T h re a t o f n e w
b e tw e e n
e n tra n ts
c o m p e t it o r s
Value creation model
New channels
Location of trading
• Virtual marketplace
• Electronic marketplace
Types of
marketplace
location
Different types of online trading location
Commercial arrangements
brokerrred deal
Negotiated deal (www.screentrade.co)
auction
(www.ec21.com)
(www.ebay.com)
Demand Online
analysis
Buyer
&
behavior
Conversion
modeling
Demand analysis & conversion modeling
Understanding the
Potential and actual The extent to which
Volume of visitors they convert to
To site the outcomes
Assessing customer demand
Need to assess:
• Awareness efficiency
• Attractibility efficiency
• Contact efficiency
• Conversion efficiency
• Retention efficiency
A model of the Internet marketing conversion process
Online buyer behavior
webographics
Usage location
Access drive
Connection speed
Usage type
Usage level
Customer persona & scenario analysis
Developed for
Thumbnail description different personas
Of a type of person Set of tasks a customer
wants for desired outcome
Models of online behavior
• Lewis & Lewis (1997)
• E-Consultancy (2004)
• Directed information seekers: only go for information, not typically plans for
buying
Define Select
‘What’s out
requirements supplier
there’ (enquire)
Assess Destination
‘Inspire purchase
supplier (buy)
me’
capabilities