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DEPARTMENT OF
MANAGEMENT AND MARKETING |
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E-Commerce Overview AssignmentRATIONALE Electronic Commerce (E-Commerce) is rapidly becoming a mainstream marketing tool. It can be a firm's only medium in reaching its customers, or it can be an important facet of a comprehensive marketing program. It can have a customer contact focus, or be integrated throughout the business processes of the organization. While business-to-consumer applications have attracted wide attention, business-to-business/government applications account for over 85% of E-Commerce sales volume. This success has forced virtually every firm to examine the tools of E-Commerce in the effort to achieve/maintain competitive advantage. This exercise will provide an overview to this important field and its application in modern, global marketing. OBJECTIVES At the conclusion of this exercise, you will be able to:
This is a team research project. It is not necessary that each team member visit every site or read every resource. It is important, however, that you organize your research so that each member shares his/her conclusions, observations and evaluations with other team members. Using your WWW browser, review the following sites related to E-Commerce. Visit the E-Commerce links and select one of them, OR ANY OTHER RELEVANT SITE, for evaluation in your team report. You will notice a decidely U.S. bent to the sites linked here. Feel free to include sites from anywhere in the world in your analysis. If the site is not in English or German, please be ready to explain its contents to me as part of your report. Begin your research by reading the following articles on Web-based commerce and the globalization of that process. Though written in 1995, the first article offers an excellent overview of the commercial opportunities presented by the Web and the approaches firms have used to exploit them. The second is a special report in Information Week, which documents the integration of Web commerce and global marketing. This is a most significant development for managers charged with creating marketing strategies from a global perspective.
As a team, prepare a 5-7 page written report for submission to the instructor by Email attachment by 28 January, 2000. You should also be prepared to present an informal oral evaluation of the E-Commerce sites you have evaluated during the class meeting of 8 January, 2000.
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