Kapitel 3

Questions and Answers

Which factor is primarily responsible for customer acquisition costs in electronic commerce?

Marketing spend (correct)

Employee salaries

Technical platform maintenance

Customer return rates

What is the main component of variable costs in electronic commerce?

Facility rent

Shipping and returns (correct)

Employee wages

Technical platform costs

In terms of revenue generation, which of the following behaviors is linked to increased purchase revenue?

Higher customer turnover

Decreased basket size

Cross and upselling (correct)

Infrequent purchases

Which of the following is NOT considered a fixed cost in an electronic commerce model?

Marketing costs Signup and view all the answers

What revenue model can provide recurring income in electronic commerce?

Clubs and subscriptions Signup and view all the answers

What is a key role of customer data in electronic commerce models?

It plays a crucial part in marketing, sales, and service processes. Signup and view all the answers

What does the value capturing model in electronic commerce primarily involve?

Flow of money within online transactions. Signup and view all the answers

Which of the following models represents online sales 1.0?

E-tailing and booking sites. Signup and view all the answers

What is a characteristic of online sales 2.0?

Introduction of subscription models and curated shopping. Signup and view all the answers

Which of the following is an example of an online sales 3.0 model?

Omnichannel management strategies with physical and online integration. Signup and view all the answers

What best describes the flow of goods or services in an electronic commerce model?

It involves a complex network of distributors and affiliates. Signup and view all the answers

Which component makes up the value creation model in electronic commerce?

Internal components and customer engagement. Signup and view all the answers

What does 'clicks & mortar' refer to in electronic commerce models?

A hybrid approach that combines online and offline shopping experiences. Signup and view all the answers

What is the primary focus of content(-driven) models?

Making digital media content available and delivering it to users Signup and view all the answers

Which of the following types of media are included in content(-driven) models?

Text, images, audio, and video Signup and view all the answers

In content(-driven) models, who typically pays for content access?

Users and ad customers Signup and view all the answers

What is one of the main principles underlying content(-driven) models?

Monetization through user access and advertising Signup and view all the answers

Which stakeholders are involved in content(-driven) models?

Users, content providers, ad customers, and partners Signup and view all the answers

What is NOT a characteristic of content(-driven) business models?

They focus on selling physical goods Signup and view all the answers

What is an example of a media type in content(-driven) models?

Streaming video services Signup and view all the answers

Which of the following best describes the monetization method in content(-driven) models?

Combination of user payments and earnings from advertising Signup and view all the answers

What term is used to describe users who are both producers and consumers in digital business models?

Prosumers Signup and view all the answers

Which aspect is NOT part of the value capturing model in user-generated content?

Flow of information Signup and view all the answers

What characterizes digital media companies compared to offline and hybrid media companies?

Core online offering Signup and view all the answers

Which of the following is an example of offline media companies?

Newspaper publishers Signup and view all the answers

In which model do media companies often diversify their offerings with additional digital platforms?

Hybrid media model Signup and view all the answers

What is a primary characteristic of traditional media companies?

Established communication channels Signup and view all the answers

What kind of resources do digital pure play media companies primarily rely on?

Digital platforms for content Signup and view all the answers

What best describes the primary flow in value creation models related to digital media companies?

Flow of content to audiences Signup and view all the answers

What factor primarily influences scalability in content-driven business models?

User base size Signup and view all the answers

What primarily determines the risk of imitability in digital content business models?

Ownership of exclusive content Signup and view all the answers

Which of the following aspects has NOT fundamentally changed consumer media usage?

Preference for offline content Signup and view all the answers

How are service models characterized from an external perspective?

Creating personalized benefits through interaction with users Signup and view all the answers

Which of the following represents a potential challenge in scaling digital content businesses?

Creating a minimum user base Signup and view all the answers

What is a significant implication of the digital transformation for established offline publishers?

Crisis in their business models Signup and view all the answers

What is typically required for monetization in digital service models?

Users directly pay for the service, and ad customers fill ad space Signup and view all the answers

Which of the following statements about content production and distribution is true?

Digital transformation has blurred the boundaries between them. Signup and view all the answers

Study Notes

Electronic Commerce Models Overview

Electronic commerce has evolved over three decades, leading to various models and approaches in the digital marketplace.
The model consists of four main components: flow of goods/services, flow of money, value capturing model, and value creation model.
Customer data is vital for marketing, sales, and service processes, aiding in improving customer acquisition and retention.

Maturity Stages of Online Sales

Online Sales 1.0: Features e-tailing and booking sites (e.g. Zappos, Expedia).
Online Sales 2.0: Introduces shopping clubs and subscription models (e.g. Veepee, HelloFresh).
Online Sales 3.0: Implements omnichannel management, integrating online and offline experiences (e.g. Tesco, Carrefour).

Drivers of Electronic Commerce

Revenue Drivers: New customer acquisition through various channels (both online and offline), existing customer engagement, and enhancing purchase behavior.
Cost Drivers: Primarily stem from variable costs, including customer acquisition, activation, fulfillment, and working capital management.

Scalability of E-commerce Models

E-commerce business models are highly scalable due to their digital nature, enabling rapid expansion with existing digital infrastructure.

Content-Driven Models

Content-driven models deliver digital media, including text, images, audio, and video, monetized either through user payments or advertising revenue.
User-generated content serves both as producers and consumers, fostering a "prosumer" environment.
Media companies show trends of convergence between offline and digital platforms, affecting growth dynamics.

Service Models Characteristics

Service models focus on user interaction, delivering personalized digital services.
Examples include language education platforms and virtual fitness clubs.
Monetization occurs through direct user payments and advertisement placement.

Implications of Digital Transformation

Consumer expectations have shifted, leading to a crisis for traditional media companies and necessitating digital transformation.
The line between content production and distribution is blurring, impacting business models and value creation strategies in the digital space.

Summary of Key Points

E-commerce models are complex, with growing sophistication and integration of online and offline channels.
Content and service-driven business models are expanding, driven by changing user habits and technological advances.

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Description

Explore the key components of an electronic commerce model. This quiz covers the flow of goods and services, as well as the flow of money within the model. Understand the value creation and capturing mechanisms that drive e-commerce.