Page 10 - Electronic Commerce

Table of Contents

Part 2: Business Strategies for Electronic Commerce vii

Chapter 3 Selling on the Web 117
Revenue Models for Online Business 119
Web Catalog Revenue Models 119
Fee-for-Content Revenue Models 124
Advertising as a Revenue Model Element 128
Fee-for-Transaction Revenue Models 134
Fee-for-Service Revenue Models 140
Free for Many, Fee for a Few 141
Changing Strategies: Revenue Models in Transition 142
Subscription to Advertising-Supported Model 143
Advertising-Supported to Advertising-Subscription Mixed Model 143
Advertising-Supported to Subscription Model 144
Multiple Changes to Revenue Models 144
Revenue Strategy Issues for Online Businesses 146
Channel Conflict and Cannibalization 146
Strategic Alliances 147
Luxury Goods Strategies 148
Overstock Sales Strategies 148
Creating an Effective Business Presence Online 149
Identifying Web Presence Goals 149
Web Site Usability 153
How the Web Is Different 153
Meeting the Needs of Web Site Visitors 154
Trust and Loyalty 157
Usability Testing 158
Customer-Centric Web Site Design 158
Using the Web to Connect with Customers 160
The Nature of Communication on the Web 160
Summary 163
Key Terms 163
Review Questions 164
Exercises 164
Cases 165
For Further Study and Research 169

Chapter 4 Marketing on the Web 173
Web Marketing Strategies 175
The Four Ps of Marketing 175
Product-Based Marketing Strategies 176
Customer-Based Marketing Strategies 177
Communicating with Different Market Segments 178
Trust, Complexity, and Media Choice 178
Market Segmentation 180
Market Segmentation on the Web 182
Offering Customers a Choice on the Web 182

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