imchapter2.docx
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imchapter2.docx
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imchapter2
Chapter2
E-Marketplaces:
Structure,Mechanisms,Economics,andImpacts
LearningObjectives
Uponcompletionofthischapter,youwillbeableto:
1.Definee-marketplacesandlisttheircomponents.
2.Listthemajortypesofe-marketplacesanddescribetheirfeatures.
3.DescribethevarioustypesofECintermediariesandtheirroles.
4.Describeelectroniccatalogs,shoppingcarts,andsearchengines.
5.Describethevarioustypesofauctionsandlisttheircharacteristics.
6.Discussthebenefits,limitations,andimpactsofauctions.
7.Describebarteringandnegotiatingonline.
8.Definem-commerceandexplainitsroleasamarketmechanism.
9.Discusscompetitioninthedigitaleconomy.
10.Describetheimpactofe-marketplacesonorganizationsandindustries.
Content
HowBlueNileInc.IsChangingtheJewelryIndustry
2.1E-Marketplaces
2.2TypesofE-Marketplaces:
FromStorefrontstoPortals
2.3IntermediationinE-Commerce
2.4ElectronicCatalogsandOtherMarketMechanisms
2.5AuctionsasECMarketMechanisms
2.6BarteringandNegotiatingOnline
2.7E-CommerceintheWirelessEnvironment:
M-CommerceandL-Commerce
2.8CompetitionintheDigitalEconomyandItsImpactonIndustries
2.9ImpactsofEConBusinessProcessesandOrganizations
ManagerialIssues
Real-WorldCase:
Wal-MartLeadsRFIDAdoption
Appendix2ABuild-to-OrderProduction
AnswerstoPause/BreakSectionReviewQuestions
Section2.1ReviewQuestions
1.Whatisthedifferencebetweenaphysicalmarketplaceandane-marketplace(marketspace)?
Amarketspaceisanelectronicmarketplace.Whiletraditionalmarketplacesareconstrainedbytheirphysicallocations,marketspacesusetechnologytoeliminatethisconstraint(bybeingonline).
2.Listthecomponentsofamarketspace.
Amarketspaceconsistsofthefollowingcomponents:
customers,sellers,goods,infrastructure,afrontend,abackend,intermediaries/businesspartnersandsupportservices.
3.Defineadigitalproductandprovidefiveexamples.
DigitalproductsaregoodsthatcanbetransformedtodigitalformatsanddeliveredovertheInternet.Examplesofdigitalproductswouldincludee-books,software,graphics,videoclipsandelectronicdocumentation.
Section2.2ReviewQuestions
1.Describeelectronicstorefrontsande-malls.
Anelectronicstorefrontisasinglecompany'sWebsitewhereproductsandservicesaresold.Anelectronicmallisanonlineshoppingcenterwheremanystoresarelocated.
2.Listthevarioustypesofstoresande-malls.
Thereareseveraldifferenttypesofstoresandmallsincluding:
generalstores/malls,specializedstores/malls,regionalorglobalstoresandpureonlinestoresorclick-and-mortarstores.
3.Differentiatebetweenprivateandpublice-marketplaces.
Privatemarketspacesaregenerallyownedbyasinglefirm,whereaspublicmarketspacesaregenerallyownedandmanagedbyindependentthirdparties.Publicmarketspacesarealsoknownasexchanges.
4.Whatareinformationportals?
Listthemajortypes.
Informationportalsaresingle,personalizedonlinepointsofaccesstobusinessinformationinsideanorganization.Theyinclude:
commercial,corporate,publishing,personal,mobile,andvoiceportals.
5.Describeagent-basede-marketplaces.
Agentsaresoftwareapplicationsthatcanhelpresearchandsuggestpurchasesbasedonusercharacteristics.
Section2.3ReviewQuestions
1.Describethetransactionprocessbetweenaselleranditscustomersandsuppliers.
Theprocessbeginswithpreshoppingactivitiesandconcludeswithpostshoppingactivities.Inbetweentheuserentersane-shop,navigatesandsearches,investigatesproductsandmakespurchases.
2.Listtherolesofintermediariesine-markets.
Intermediariescanperformthefollowingfunctions:
reducesearchcosts,increaseorcreateprivacy,providemorecompleteinformation,reducecontractrisk,andreducepricinginefficiencies.
3.Describee-distributors.
Anonlinee-distributorisanintermediarythatconnectssupplierswithbuyersbyaggregatingmultiplesuppliers'productcatalogsinasinglelocation.
4.Whataredisintermediationandreintermediation?
Disintermediationistheeliminationofintermediariesbetweensellersandbuyers.Reintermediationistheestablishmentofnewintermediaryrolesfortraditionalintermediariesthatweredisintermediated.
5.Describethepurchasingprocess.
Thepurchasingprocesscanbebasedonfixed,dynamicorauctionpricingandinvolvestheinteractionbetweenthesite,theshopperssearchandinformationgatheringandthefinalcheckout.
Section2.4ReviewQuestions
1.Listthedimensionsbywhichelectroniccatalogscanbeclassified.
Electroniccatalogscanbeclassifiedbythedynamicsoftheinformationpresented,thedegreeofcustomizationandtheirintegrationwithbusinessprocesses.
2.Listthebenefitsofelectroniccatalogs.
OnlinecatalogshaveseveraladvantagesasseeninExhibit2.7.Someoftheseadvantagesinclude:
theeaseofupdatingproductinformation,improvedsearchandcomparisoncapabilities,easeofcustomization,andseveralotherbenefits.
3.Explainhowcustomizedcatalogsarecreatedandused.
Customizedcatalogstakeinformationfromexistingprintcatalogsandproductinformationanddigitizeit.Thisdigitizedinformationisthenstoredinadatabase.Oncetheinformationisinadatabaseitisveryeasytoselectproductsandgroupsofproductstodisplaytoapotentialcustomer.TheseproductsandgroupsofproductsareselectedandpresentedtothecustomerthroughacustomprintedcatalogorthroughapersonalizedWebsite.
4.Comparesearchengineswithsoftwareagents.
Searchenginesareusedtoquerydatabasesforspecificinformationandprovideresults.Softwareagentsperformroutinetasksrequiringmoreintelligence.
5.Describeanelectronicshoppingcart.
Anelectronicshoppingcartisanorder-processingtechnologythatallowscustomerstoaccumulateitemstheywishtobuywhiletheycontinuetoshop.
Section2.5ReviewQuestions
1.Defineauctionsanddescribehowtheywork.
Anauctionisamarketmechanismbywhichasellerplacesanoffertosellaproductandbuyersmakebidssequentiallyandcompetitivelyuntilafinalpriceisreached.
2.Describethebenefitsofelectronicauctionsovertraditional(off-line)auctions.
Electronicauctionsaresuperiortotraditionalauctionsbecausetheydonotsufferthesamelimitations.Traditionalauctionsarelimitedbytheshortdurationoftheauctionitselfandthephysicallocationoftheauction.Electronicauctionscanoccurovergreatertimeperiodsandarenotlimitedbylocationsincetheytakeplaceinelectronicmarketspaces.
3.Listthefourtypesofauctions.
Theyinclude:
onebuyer-oneseller,manybuyers-oneseller,onebuyer-manysellersandmanybuyers-manysellers.
4.Distinguishbetweenforwardandreverseauctions.
Aforwardauctionoccurswhensellersentertainbidsfrombuyers.Areverseauctionoccurswhenbuyersindicatethegoodtheywishtopurchase,andsellersprovidequotesforthatgood.
5.Describethe“name-your-own-price”auctionmodel.
Inthismodel,awould-bebuyerspecifiesthepricetheyarewillingtopaytoanysellerthatiswillingtoaccepttheterms.
6.Listthemajorbenefitsofauctionstobuyers,sellers,andauctioneers.
Auctionsprovideawidevarietyofbenefitstobuyers,sellersandauctioneers.Auctionsprovideseveraladvantagestobuyersbecausetheyallowthemtopurchasegoodsfromawidevarietyofsellerswithouttheconstraintoftimeorplace.Thewidevarietyofdifferentauctionsstylesmeetstheneedsofawidevarietyofdifferentpurchasers.Auctionsbenefitsellersbyallowingthemtoselltoahugepotentialmarketplacenotconstrainedbytimeorplace.Additionally,itallowsthemtosellgoodsthatmayonlyhaveaverysmalltargetmarket.Sellersarealsoabletoselltheirgoodsattheprevailingglobalmarketprice.Auctioneersbenefitfromauctionsbecauseitprovidesabusinessmodelthatallowstheirfirmstostayinbusiness.Theyareabletobenefitfromusagebybothbuyersandsellers.
7.Whatarethemajorlimitationsofauctions?
Limitationsincludelackofsecurity,possibilityoffraudandlimitedparticipation.
8.Listthemajorimpactsofauctionsonmarkets.
Auctionscanhaveanimpactbyactingasacoordinatingmechanism,actingasasocialmechanismtodetermineaprice,actingasavisibledistributionmechanismandactingasaportionoftheECsystem.
Section2.6ReviewQuestions
1.Definebarteringanddescribetheadvantagesofe-bartering.
Barteringisanexchangeofgoodsandservices.E-barteringhastheadvantageovertraditionalbarteringbecauseittranscendsitslimitationsoflocationandvariety.
2.ExplaintheroleofonlinenegotiationinEC.
Onlinenegotiationhelpsimprovethebundlingandcustomizationofproductsandservices.
Section2.7ReviewQuestions
1.Definemobilitycomputingandm-commerce.
Mobilitycomputingisdefinedbyhavingfullyportable,real-timeaccesstoinformationapplicationsandtoolsthatinthepastwereonlyaccessiblefromadesktopcomputer.Mobilecommerce(m-commerce)iselectroniccommercethatisconductedusingwirelessdevices.
2.Howdoesm-commercedifferfromEC?
Mobilecommercetranscendssomeofthelimitationsoftraditionalelectroniccommerce,specificallythelimitationsoflocation.
3.Definelocation-basedcommerce.
Locationbasedcommerceistargetedm-commercebasedonausersgeographicallocation.
4.Whataresomeofthemajorservicesprovidedbyi-mode?
I-Modeprovidesseveralservicesincluding:
shoppingguides,maps/transportation,ticketing,news/reports,personalizedmovieservices,entertainment,dining/reservationsandotheradditionalservices.
Secti
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