Mastering E-commerce Cooperation and Platform Strategies Quiz

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______ Institute for Information Systems

Liza

______ EMB

MSc BIS

______ Commerce and Online Direct Sales

Multichannel

______, D., Evanschitzky, H.

Ahlert Signup and view all the answers

______, S.; Peters, K.

Albers Signup and view all the answers

______, J., Steenburgh, T.J., Deighton, J., Caravella, M.

Avery Signup and view all the answers

______, Michael; Beilharz, Felix

Bernecker Signup and view all the answers

______, T.

Boersma Signup and view all the answers

______, P.

Bower Signup and view all the answers

______, H.-C., Hsieh, Y.-C., Roan, J., Tseng, K.-J., Hsieh, J.-K.

Chiu Signup and view all the answers

Learning Objectives: You … Know the forms, challenges and measures of ________

cross-channel or multichannel commerce Signup and view all the answers

Recognise the role, power and significance of digital platforms in ________

e-commerce and m-commerce Signup and view all the answers

See the challenges of direct to consumer (D2C) e-commerce (online direct sales) and can select appropriate strategies for ________

brand manufacturers Signup and view all the answers

(2004), Emrich (2011), ______ (2013)

Heinemann Signup and view all the answers

______ et al. (2006), Heinemann (2011). Grimm/Röhricht (2003)

Müller-Lankenau Signup and view all the answers

Under which conditions can ______ or cross-channel concepts be successful.

multichannel Signup and view all the answers

Example: ______ (IT and Consumer Electronics)

Digitec Signup and view all the answers

Digital platforms offer professional and well developed services to ______ as well as to users or customers.

sellers Signup and view all the answers

An own online shop is not necessary -> lower upfront investment, no further ______.

development Signup and view all the answers

Digital platforms can achieve high market power and a dominant position in the market with corresponding negative ______.

consequences Signup and view all the answers

Customer data often stay in the hands of the ______. This prevents sellers from being able to build own relationships with customers.

platforms Signup and view all the answers

Higher market coverage

Increased customer satisfaction by choosing the preferred channel Signup and view all the answers

Skipping of intermediaries

Direct contact with the customer Signup and view all the answers

Establishing and maintaining our own direct customer relationships with end customers

Possibility to determine the scope of the assortment sold Signup and view all the answers

There is a Need for more Engagement of the Brand Manufacturers

Consumers want direct contact with “their” brand Signup and view all the answers

______ (IT and Consumer Electronics)

Liza Signup and view all the answers

______ (2013)

Ahlert Signup and view all the answers

______ (2006), Heinemann (2011). Grimm/Röhricht (2003)

Bernecker Signup and view all the answers

______ cross-channel commerce concepts are most likely to be realized by supra-regional retailers with capacity for investment.

The sum of the requirements suggests that Signup and view all the answers

______ Commerce or Selling via Digital Platforms

Distributed Signup and view all the answers

Examples for online marketplaces used by business suppliers: – Horizontals – eBay, Amazon, Ricardo, Taobao, Zalando (with transaction support) – Anibis (Scout24, incl. white label solution), tutti.ch (classifieds) – stores.ebay.ch, 3rd party shops on Amazon – Verticals – AutoScout24, mobile.de, ImmoScout24, homegate.ch (classifieds) – booking.com, ______, HRS (with transaction support) – GetYourGuide, viator

priceline.com Signup and view all the answers

Multichannel Distribution with an Online ______

Marketplace Signup and view all the answers

If your business is a ______, define your role in the value chain and think about cooperating with brand manufacturers who sell directly to consumers

merchant Signup and view all the answers

Develop a ______ strategy and select the distribution and communication channels you want to use to market your products

multichannel Signup and view all the answers

Think of measures you want to take in order to provide services for the ______ manufacturers, if your business is a merchant

brand Signup and view all the answers

Decide which ______ strategy would be the most suitable for your business and your target group, if your business is a brand manufacturer

D2C Signup and view all the answers

Multichannel Setting Signup and view all the answers

Digitalisation Signup and view all the answers

Webroomers Signup and view all the answers

ROPO Signup and view all the answers

Sellers usually have no influence – on the design and further development of the platform – on the politics and strategies of the platform – on costs Institute for Information Systems – MSc BIS EMB – Multichannel Commerce and Online Direct Sales 10.05.2023 Source: Wölfle/Leimstoll (2018) In any case, there is a shift of power from sellers to platforms and thus, sellers face a loss of control and value capturing. 30 Options for Sellers ______ you can’t beat them, join them.

If Signup and view all the answers

Giving general advice is not possible. Supplies of standard products and commodities only have a chance, if they focus on ______.

price Signup and view all the answers

A differentiation of the offerings can take place via individual product characteristics (unique selling proposition), long-tail products, strong brand, local product characteristics or local services. Offer differentiation: selling only selected products on platforms and other products in ______ shop.

own Signup and view all the answers

Specialized resources and functions, which are needed in the relationship with consumers (e.g., distribution, logistics, communication), are often not available. Conflicts between the goals of presenting products and selling products ______.

arise Signup and view all the answers

Ikea and H&M are examples of _______ retailers.

offline Signup and view all the answers

Companies who pushed ecommerce only half-heartedly lose significant market _______.

share Signup and view all the answers

With the development of e-commerce, the _______ channel gains in importance in the strategies of the retailers.

online Signup and view all the answers

Strategies, which protect physical channels in order to avoid cannibalizing, have no good prospects of becoming _______.

successful Signup and view all the answers

Which of the following best describes multichannel commerce?

The distribution of products via different channels that are coordinated and connected Signup and view all the answers

What is the significance of digital platforms in e-commerce and m-commerce?

They have a significant role and power in e-commerce and m-commerce Signup and view all the answers

What is the main focus of direct-to-consumer (D2C) e-commerce?

Selling products exclusively through online platforms Signup and view all the answers

Which term is used to describe a customer behavior where they use different channels at the same time, such as using a smartphone in a store?

Omnichannel perspective Signup and view all the answers

What is the goal of implementing a cross-channel strategy?

To achieve synergies between channels Signup and view all the answers

Which strategy focuses on one channel (either online or offline) while the other channel has only a supporting role?

Single channel strategy Signup and view all the answers

Which type of retailers are most likely to realize cross-channel commerce concepts successfully?

Supra-regional retailers Signup and view all the answers

Which one of these is a challenge of cross-channel commerce concepts?

Lack of physical store density Signup and view all the answers

What type of retailers are most likely to realize cross-channel commerce concepts?

Supra-regional retailers Signup and view all the answers

What are examples of online marketplaces used by business suppliers?

eBay and Amazon Signup and view all the answers

What is the shift of power in the relationship between sellers and platforms?

From sellers to platforms Signup and view all the answers

What is the goal of connected channels in multichannel commerce?

To improve customer experience Signup and view all the answers

What are the central advantages of cross-channel concepts?

All of the above Signup and view all the answers

What happens to companies who only half-heartedly push ecommerce?

They lose significant market share Signup and view all the answers

What is a challenge for traditional offline retailers transitioning to e-commerce?

Building a new business Signup and view all the answers

Which of the following is NOT a challenge in a multichannel setting?

Fragmented purchasing process Signup and view all the answers

What is the main reason for channel conflicts and cannibalization effects?

Different cost and revenue structures online and offline Signup and view all the answers

What is the term used for consumers who research online and purchase offline?

Webroomers Signup and view all the answers

According to the Global Mobile Consumer Survey 2018, what is the preferred device for most activities?

Smartphone Signup and view all the answers

Which of the following is NOT a characteristic of digital platforms?

They are visited only in shopping contexts Signup and view all the answers

Which of the following is an advantage for sellers in distributed selling?

They can benefit from standard functions provided by the platform Signup and view all the answers

Which of the following is a critical aspect of distributed selling?

Customer data often stay in the hands of the platforms Signup and view all the answers

Which of the following is NOT a challenge of direct-to-consumer (D2C) e-commerce?

Selecting appropriate strategies for higher market coverage Signup and view all the answers

Which of the following is NOT a factor for successful multi-channel management?

Cross-channel free-riding behavior Signup and view all the answers

What is the main focus of direct-to-consumer (D2C) e-commerce?

Establishing and maintaining direct customer relationships Signup and view all the answers

Which of the following is NOT an example of an online marketplace used by business suppliers?

Booking.com Signup and view all the answers

Which of the following is NOT a recommended measure to avoid overstock on the side of trading partners?

Retraction of products which cannot be sold Signup and view all the answers

What is one of the challenges of direct-to-consumer (D2C) e-commerce?

Limited opportunities for differentiation Signup and view all the answers

Which of the following is NOT a potential distribution channel for a multichannel strategy?

Wholesale and retail Signup and view all the answers

Which of the following is a challenge faced by sellers in online direct sales?

Limited access to customer data Signup and view all the answers

What is one of the key shifts of power in the context of digital platforms?

From sellers to platforms Signup and view all the answers

What is one way sellers can differentiate their offerings on platforms?

Providing local services Signup and view all the answers

What is a potential consequence of the shift of power from sellers to platforms in online direct sales?

Loss of control and value capturing for sellers Signup and view all the answers

What is one reason why specialized B2C online-distribution know-how is often missing in online direct sales?

Limited resources and functions Signup and view all the answers

Which of the following is NOT a benefit for brand manufacturers in establishing their own direct customer relationships with end customers?

Coordination of one-2-one contacts with marketing measures Signup and view all the answers

What is one of the reasons why classic trade is losing significance for brand manufacturers?

Classic trade cannot integrate assortment growth Signup and view all the answers

What is one of the functions that brands can perform better and cheaper than retailers?

Determining the scope of the assortment sold Signup and view all the answers

Which strategy for direct-to-consumer (D2C) sales involves establishing online direct sales as a separate business unit to avoid channel conflicts?

Pure Online Direct Sales Strategy Signup and view all the answers

Which of the following is a characteristic of multichannel commerce?

Coordinated and connected distribution channels Signup and view all the answers

What is the role of digital platforms in e-commerce and m-commerce?

To offer professional and well-developed services to users or customers Signup and view all the answers

What is one of the challenges of direct-to-consumer (D2C) e-commerce?

Dependence on intermediaries Signup and view all the answers

What is the term used to describe the connections and interdependencies between different channels in cross-channel commerce?

Integration strategy Signup and view all the answers

Which of the following is NOT a characteristic of a single channel strategy in retail?

Avoiding channel conflicts Signup and view all the answers

What is the term used for a certain customer behavior where customers use different channels simultaneously?

Omnichannel perspective Signup and view all the answers

Which of the following is NOT a multichannel strategy in retail?

Single channel strategy Signup and view all the answers

Which of the following is a challenge in a multichannel setting?

Fragmented purchasing process Signup and view all the answers

What is the main reason for channel conflicts or problems in a multichannel setting?

Cost and revenue structures online and offline Signup and view all the answers

What is the purchasing behavior called when consumers research online and purchase offline?

Webrooming Signup and view all the answers

What is the preferred device for most smartphone users?

Smartphone Signup and view all the answers

Which channel provides value for customers by allowing them to determine the collecting time, avoid delivery and payment costs, and have a comfortable return of goods?

Click & Collect Signup and view all the answers

What is the goal of connected channels in multichannel concepts?

To improve customer experience Signup and view all the answers

Which type of retailers have no good prospects of becoming successful if they protect physical channels?

Traditional offline retailers Signup and view all the answers

What is a central advantage of cross-channel concepts for customers?

Channel diversity Signup and view all the answers

Which of the following is a key challenge faced by sellers in online direct sales?

Lack of control over the design and development of the platform Signup and view all the answers

What is one of the main advantages of cross-channel concepts?

Increased market coverage Signup and view all the answers

What is the preferred device for most activities, according to the Global Mobile Consumer Survey 2018?

Smartphones Signup and view all the answers

What is one reason why specialized B2C online-distribution know-how is often missing in online direct sales?

Lack of country- or segment-specific knowledge Signup and view all the answers

Which of the following is a characteristic of digital platforms?

They offer well-developed services to sellers and customers Signup and view all the answers

What is a potential consequence of the shift of power from sellers to platforms in online direct sales?

Platforms can achieve high market power and dominance Signup and view all the answers

Which of the following is NOT a challenge in a multichannel setting?

Maintaining direct customer relationships Signup and view all the answers

Which of the following is a critical aspect of distributed selling?

Sellers pay commission fees to the platform Signup and view all the answers

Which of the following is a challenge of implementing cross-channel commerce concepts?

Lack of physical store density Signup and view all the answers

Which of the following is NOT an example of an online marketplace used by business suppliers?

Lego Markenwelt Signup and view all the answers

What is one effect of marketplaces in the context of multichannel commerce?

Disintermediation and reintermediation Signup and view all the answers

Which type of retailers are most likely to realize cross-channel commerce concepts?

Supra-regional retailers with capacity for investment Signup and view all the answers

Which of the following is a key factor for successful multi-channel management?

Web-excellence Signup and view all the answers

What is the focus of the book 'Social Media Marketing: Strategien, Tipps und Tricks für die Praxis'?

Social media marketing Signup and view all the answers

What is the main advantage of implementing a cross-channel strategy?

Higher market coverage Signup and view all the answers

Which of the following is NOT a recommended measure to avoid overstock on the side of trading partners?

Retraction of products which cannot be sold Signup and view all the answers

What is the main focus of direct-to-consumer (D2C) e-commerce?

Selling products directly to consumers Signup and view all the answers

Which of the following is NOT an example of an online marketplace used by business suppliers?

AutoScout24 Signup and view all the answers

What is the preferred device for most activities according to the Global Mobile Consumer Survey 2018?

Smartphone Signup and view all the answers

Which of the following is NOT a motivation for brand manufacturers to establish their own direct customer relationships with end customers?

Coordination of one-2-one contacts with marketing measures Signup and view all the answers

What is a potential consequence of classic trade losing significance in the context of brand manufacturers?

Increased reach for brands Signup and view all the answers

What is one of the strategies for direct-to-consumer (D2C) sales of brand manufacturers mentioned in the text?

Pure online direct sales strategy Signup and view all the answers

What is one of the functions that retailers must fulfill on behalf of the brand in the context of brand manufacturers?

Attracting attention to the brand in its customer segment Signup and view all the answers

Mastering E-commerce Cooperation and Platform Strategies Quiz

Choose a study mode

Podcast

Questions and Answers

______ Institute for Information Systems

______ EMB

______ Commerce and Online Direct Sales

______, D., Evanschitzky, H.

______, S.; Peters, K.

______, J., Steenburgh, T.J., Deighton, J., Caravella, M.

______, Michael; Beilharz, Felix

______, T.

______, P.

______, H.-C., Hsieh, Y.-C., Roan, J., Tseng, K.-J., Hsieh, J.-K.

Learning Objectives: You … Know the forms, challenges and measures of ________

Recognise the role, power and significance of digital platforms in ________

See the challenges of direct to consumer (D2C) e-commerce (online direct sales) and can select appropriate strategies for ________

(2004), Emrich (2011), ______ (2013)

______ et al. (2006), Heinemann (2011). Grimm/Röhricht (2003)

Under which conditions can ______ or cross-channel concepts be successful.

Example: ______ (IT and Consumer Electronics)

Digital platforms offer professional and well developed services to ______ as well as to users or customers.

An own online shop is not necessary -> lower upfront investment, no further ______.

Digital platforms can achieve high market power and a dominant position in the market with corresponding negative ______.

Customer data often stay in the hands of the ______. This prevents sellers from being able to build own relationships with customers.

Higher market coverage

Skipping of intermediaries

Establishing and maintaining our own direct customer relationships with end customers

There is a Need for more Engagement of the Brand Manufacturers

______ (IT and Consumer Electronics)

______ (2013)

______ (2006), Heinemann (2011). Grimm/Röhricht (2003)

______ cross-channel commerce concepts are most likely to be realized by supra-regional retailers with capacity for investment.

______ Commerce or Selling via Digital Platforms

Multichannel Distribution with an Online ______

If your business is a ______, define your role in the value chain and think about cooperating with brand manufacturers who sell directly to consumers

Develop a ______ strategy and select the distribution and communication channels you want to use to market your products

Think of measures you want to take in order to provide services for the ______ manufacturers, if your business is a merchant

Decide which ______ strategy would be the most suitable for your business and your target group, if your business is a brand manufacturer

Giving general advice is not possible. Supplies of standard products and commodities only have a chance, if they focus on ______.

Specialized resources and functions, which are needed in the relationship with consumers (e.g., distribution, logistics, communication), are often not available. Conflicts between the goals of presenting products and selling products ______.

Ikea and H&M are examples of _______ retailers.

Companies who pushed ecommerce only half-heartedly lose significant market _______.

With the development of e-commerce, the _______ channel gains in importance in the strategies of the retailers.

Strategies, which protect physical channels in order to avoid cannibalizing, have no good prospects of becoming _______.

Which of the following best describes multichannel commerce?

What is the significance of digital platforms in e-commerce and m-commerce?

What is the main focus of direct-to-consumer (D2C) e-commerce?

Which term is used to describe a customer behavior where they use different channels at the same time, such as using a smartphone in a store?

What is the goal of implementing a cross-channel strategy?

Which strategy focuses on one channel (either online or offline) while the other channel has only a supporting role?

Which type of retailers are most likely to realize cross-channel commerce concepts successfully?

Which one of these is a challenge of cross-channel commerce concepts?

What type of retailers are most likely to realize cross-channel commerce concepts?

What are examples of online marketplaces used by business suppliers?

What is the shift of power in the relationship between sellers and platforms?

What is the goal of connected channels in multichannel commerce?

What are the central advantages of cross-channel concepts?

What happens to companies who only half-heartedly push ecommerce?

What is a challenge for traditional offline retailers transitioning to e-commerce?

Which of the following is NOT a challenge in a multichannel setting?

What is the main reason for channel conflicts and cannibalization effects?

What is the term used for consumers who research online and purchase offline?

According to the Global Mobile Consumer Survey 2018, what is the preferred device for most activities?

Which of the following is NOT a characteristic of digital platforms?

Which of the following is an advantage for sellers in distributed selling?

Which of the following is a critical aspect of distributed selling?

Which of the following is NOT a challenge of direct-to-consumer (D2C) e-commerce?

Which of the following is NOT a factor for successful multi-channel management?

What is the main focus of direct-to-consumer (D2C) e-commerce?

Which of the following is NOT an example of an online marketplace used by business suppliers?

Which of the following is NOT a recommended measure to avoid overstock on the side of trading partners?

What is one of the challenges of direct-to-consumer (D2C) e-commerce?

Which of the following is NOT a potential distribution channel for a multichannel strategy?

Which of the following is a challenge faced by sellers in online direct sales?

What is one of the key shifts of power in the context of digital platforms?

What is one way sellers can differentiate their offerings on platforms?

What is a potential consequence of the shift of power from sellers to platforms in online direct sales?

What is one reason why specialized B2C online-distribution know-how is often missing in online direct sales?

Which of the following is NOT a benefit for brand manufacturers in establishing their own direct customer relationships with end customers?