Mastering E-commerce Cooperation and Platform Strategies Quiz

______ 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

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

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

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.

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

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.

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?

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

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

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

Which of the following is a characteristic of multichannel commerce?

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

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

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

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

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

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

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

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

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

What is the preferred device for most smartphone users?

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?

What is the goal of connected channels in multichannel concepts?

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

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

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

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

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

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

Which of the following is a characteristic of digital platforms?

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

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

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

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

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

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

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

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

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

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

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

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?

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

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

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

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

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