题型:
一、单选（20*1’） 二、判断（10*1’） 三、名词解释（5*3’） 四、简答（5*5’）
五、案例分析（1*10’） 六、论述题（2*10’）
1. In traditional commerce,all threedimensions are physical(lower-left cube),and in pure EC all dimensions are digital(upper-right cube).
2. brick-and-mortar organizations:old-economy organizations(corporations)that perform most of their bisiness off-line,selling physical products by meands of physical agents.
3. Electronic market(e-marketplace):an online marketplace where buyers an sellers meet to exchange goods,services,money,or information.
4. Intranet:an internal corporate or government network that uses Internet tools,such as Web browsers,and Inertnet protocols.
5. A framework for electroni commerce: (1)people (2)public policy(3)marketing and advertisement(4)support services (5)vbusiness partnerships
6. Consumer-to-business(c2b):e-commerce model in which individual use the Internet to sell products or services to organizations or individuals seek sellers to bid on products or services they need.
7. Business-to employees(b2e):e-commerce model in which individuals or groups communicate or collaborate online.
8. G2B:a government entity buys or provides goods, services,or information to businesses.
9. Business model:amethod of doing business by which a company can generate revenue to sustain itself.
10. Business plan(目的内容):a business plan is awritten document that identifies the business goals and outline the organization’splan of how to achieve them. Business plans are used for various purposes.Entrepreneurs use business plans to get funding from investors,such as venture capitalists.Or a business plan can bu used for the purposes of restructuring or reengineering an organization.
11. Business case:a written document that is used by managers to garner funding for specific applications or projects;its major emphasis is the justification for a specific investment.
12. Online direct marketing:the most obvious model is that of selling online, from a manufacturer to a customer(eliminating intermediaries),or such as in the case of Marks&Spencer, from retailers to comsumers(making distribution more efficient).Such a model is especially efficient for digitizable products and services(those that can be delivered electronically).
13. Tendering(reverse auction):model in which a buyer requests woule-be sellers to submit bids, and the lowest bideder wins.
14. Find the bust price:according to the this model,also known as a “search engine
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model”,a customer specifies his or her need and then an intermediate company,such as Hotwire.com, matches the customer’s need against a database,locates the lowest price,and submits it to the consumer.
15. Group purchasing : quantitu purchasing that enables groups of purchasers to obtain a discount price on the products purchased.
16. Bartering:under this model ,conpanies exhange surpluses they do not need for things that they do need. A marker maker arranges such exchanges.
17. Benefits to consumers(至少5个好处):(1)ubiquity: ec allows consumers to shop or perform other taansactions year round, 24 hours a day from almost any location.(2)more products and services:ec provides consumers with more choices;they can select from many vendors and from more products.(3)instant delivery:in the cases of digitized products,en allows for quick delivery.(4)get it your way:ec facilitates customization and personalization of products and services.(5)no sales tax : in many countries, online business is exempt from sales tax.(6)cheaper products and services(7)participation in auctions(8)electronic communities
18. Limitations of electronic commerce(大题 每个至少5点) Technological limitations:
(1) there is a lack of universally accepted standards for quality, security,and reliability.
(2) The telecommunications bandwidth is insufficient,especially for m-commerce.
(3) Sofeware development tools are still evolving.
(4) There are difficulties in integrating the Internet and EC software with some existing(especially legacy) applications and datebases.
(5) Special web servers are needed in addition to the network servers(added cost).
(6) Internet accessibility is still expensive and incomvenient.
(7) Order fulfillment of large-scale B2C requires special automated warehouses. Nontechnological limitations:
(1) security and privacy concerns deter customers from buying. (2) Lack of trust in EC and in unknown sellers hinders buying.
(3) Many legal and public policy issues, including taxation, are as yet unresolved. (4) National and international government regulations sometimes get in the way. (5) It is difficu7lt to measure some benefits of ec, such as advertising .There is a lack of mature measurement methodology.
19. digtial economy:an economy that is based on digital technologies, including digital communication networks,computers, sofeware,and other related information technologies;also called the Internet economy,the new ceonomu, or the web economy.
20. Digital products:good that can be transformedto digital format and delivered over the Internet.
21. Liquidity（大题 流动性，流动资产p58）:a critical mass of buyers is needed in order for an ec company or initiative to survice. Ss will be shown in Section 2.9,
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the fixed cost of deploying ec can be high,sometimes very high.Without a large numbert of buyers, sellers will not make money.
22. Consumer characteristics:consumers can be classified as impulse, patient, or analytical.Electronic markers may have little impact on industries where a sizable percentage of purchases are made by impulse buyers.Because e-markers require a certain degree of comparison and analysis before buying(the patient and analytical buyers).Analytical buyers can use the Internet to evaluate awide range of information before deciding where to buy. On the other hand, m-commerce is banking on impulse buyers-on the customer being in the right place at the right time.
23. Procucts’ cost curves(自己画图，在书上60页):the average-cos curve of many physical products and services is U-shaped.thsi curve indicates that, at first,as quantity increases,the average cost declines. As quantity increases still more, the cost goes back up due to incressing variable costsespeciallu administrative and marketing costs)in the short run.
In contrast, the variable cost per unit of digital products is very low(in most cases)and almost fixed, regardless of the quantity. Therefore,as illustrated in Exhibit2.6b, total cost per unit will decline as quantity increases, an the fixed costs are spread(prorated)over more units.This relationship results in increasing returns with increased sales.
24. Transaction costs(自己画图，在书上61页): the economics of the firm’s transaction costs9the costs associated with conducting a sale )are shown in Wxhibit 2.7b.Traditionally, in order to reduce this cost,firms had to grow in size(as depicted in curve T1 ).In the digital economy,the transaction cost is shifted inward, to position T2. This means that EC makes it possible to have low transaction costs with smaller firm size or to enjoy much lower transaction costs when firm size increases.
25. Cars:the sale of cars over the Internet is just beginning(people still like to “kick the tires”),but cars could be one of the top sellers on the Internet by 2007. Already, car manufacturers,retailers, and intermediaries that provide related services, both click-and –mortar and pure-play companies, are participating. The business is a multibillion dollar one, involving new and used cars, fleets or rental car companies and auto parts;the market includes B2B,b2c,c2c,g2b,andg2c.Customers like the build-to-order capabilities,but ven seling used cars online has advantages and is increasing rapidly.Aucrions of antique,use, or new cars are very popular too.
26. pure-play e-tailers:these e-tailers have no physical stores, only an online sales presence.
27. Direct marketing:broadly,marketing that takes place without intermediaries between manufacturers and buyers;in the context of this book, marketing done oline between any seller and buyer.
28. Shopping portals:gateways to storefronts and malls ;may be comprehensive or niche oriented.
29. Disintermediation:the removal of organizations or business process layers
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responsible for crrtain intermediary steps in a given supply chain
30. Reintermediation:the process whereby intermediaries(either new ones or htose that had been disintermediated)take on new intermediary roles. 31. The basics of the comsumer behavior model(见图132页):
(1) independents(uncontrollable)variables,can be categorized as personal characteristics and environmental characteristics.
(2) Intervening or moderating variables are variables within the vendors control.thy are divided into market stimuli and ec systems.
(3) The decision-making process,is influenced by the idependent and intervening variables. This process ends with the buyers’ cecisions resulting from the decision-making process.
(4) The dependent variables describe decisions made by buyers.
32. A general purchasing-decision model consists of five major phases:(1)need identification(2)information search (3)evaluation of alternatives(4)purchase and delivery (5)after-purchase evaluation.
33. one-to-one marketing:marketing that treats each customer in a unique way.
34.personalization:the matching of services.products, and advertising content to individual consumers.
35. the following are some variationgs of collaborative filtering:
(1)rule-based filtering:a company asks consumers a series of yes/no or multiple-choice questions.
(2)content-based filtering:with this technique,vendors adk users to specify certain favorite products.
(3)activity-based filtering(重点):filtering rules can also be built by watching the
user’s activities on the web.
36. Customer loyalty is the degree to which a customer will stay with a specific
vendor or brand. P146
1.Clicksteam behavior 点击流行为
Customer movements on the Internet ; and ,what the customer is doing there 2.limitation of onilne market reaearch 在线市场研究的局限性
(1)One problem with online market research is that too much data may be availble . (2)some of the limitation of online research methods are accuracy of responses ,loss of respondents because of equipment problem ,and the legality of Web tracking. (3)concerns have been expressed over the potential lack of representativeness in siamples composed of online users.
(4)it is important that a company verifies the target audience or demographic it wants so that in can perform the right kind of samping.
(5)some many researchers are wildly optimistic about the prospects for market research on the internet ;other are more cautions. 3.classification of CRM Programs (1)Loyalty program. (2)Prospecting (3)Save or win back
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(4)Cross-sell/up-sell 4.eCRM
Customer relationship management conducted electronically 5.Classification of CRM application (1)Customer-facing applications (2) Customer-tuoching applications
(3) Customer-centric intelligence applications (4)online networking and other applications
6.The internet introducts the concept of interactive marketing,which has enabled advertiser to interact directly with customers.
7.Button. A button is a small banner that is linked to a web site .it may contain downloadable software.
Page .A page is an HTML document that may contain text ,images ,and other online elements ,such as Java applets and multimedia files .it may be statically or dynamically generated.
CPM .the CPM is the cost per thousand impressions. this is the fee the advertiser pays for each 1000 times a page with a banner ad is shown.
Hit .A hit refers to any request for data from a Web page or file. Hits are often used to determine the popularity of a site in the context getting so many “hits” during a givern period.
Visit a user may make a sequence of request during one navigation ,or visit ,to site .
Stickiness the characteristic that influence the average length of time a visitor stays in a site is termed stickness. The longer visitors stay at a site .the stickier it is considered to be .
8.why internet advertising?
(1)Company advertise on the Internet for several reasons. The begin with ,television viewers are migrating to the Internet.
(2)In addition, many Internet users are well educated and have high incomes. Therefore ,many Internet surfers are a desired target for advertisers.
(3)Finally, an ad in a print publication or on a TV will not offer statistics tracking the number of people who actually saw the ad or even opened the page featuring an ad. (4)Other reasons why Web advertising is growing rapidly include: Cost
Richness of format Personalization Timeliness Participation Location-basis Digial branding
9.Anyone can submit a URL to a search engine and be listed. 10.病毒营销 viral marketing
Word-of –mouth marketing by which customers promote a product or service by telling others about it.
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11.spot buying
The purchase of goods as they are needed, usually at prevailing market prices. 12.strategic sourcing
Purchase involving long-term contracts that are usually based on private negotiations between sellers and buyers.
13.collaborative commerce协同商务
Communication and sharing of information,design ,and planning among business parters.
14.types of materials sold: Direct ; Indirect(MROs) Direction of trade : vertical ; Horizontal 15.many-to-many:exchanges
In many-to-many e-marketplaces, many buyers and many sellers meet electronically for the purpose of trading with each other. 16.public e-marketplaces
Third-party exchanges that are open to all interested parties(sellers and buyers).
17.That is ,the sell-side e-marketplace delivers to business customers a Web-based private sales channel, frequently over an extranet. 18.e-procurement
The electronic acquisition of goods and service for organization. 19.market maker
The third-party that operates an exchange (and in many cases, also own the exchange ).
20.动态定价 dynamic pricing
A rapid movement of prices over time , and possibly across customer , as a result of supply and demand.
21.赢利模式 Revenue Models (1)transaction fees (2)fee for service (3)membership fees (4)advertising fees
(5)other revenue sources
22.Gains and Risks in B2B Exchanges Potential gains For buyers
One-stop shopping, huge variety Search and comparison shopping Volume discounts
24/7 ordering from any location
Make one order from several suppliers Unlimited detailed information Access to new suppliers
Status review and easy reordering Fast delivery
Less maverick buying
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For sellers
New sales channel
No physical store is needed Reduced ordering errors Sell 24/7
Reach new customers at little extra cost Promote the business via the exchange An outlet for surplus inventory Can go global more easily Potential risks For sellers
Loss of direct CRM and PRM Price wars
Competition for value-added services Transaction fees
Possible loss of customers to competitors 23.supply chain 供应链
The flow of material, information , money , and services from raw material suppliers through factories and warehouses to the end customers. 24.supply chain parts (P301) (1)upstream supply chain (2)internal supply chain (3)downstream supply chain
24.e-supply chain management(e-SCM)
The collaborative use of technology to improve the operations of supply chain activities as well as the management of supply chains. 25.authentication system
System that identifies the legitimate parties to a transaction ,determined the action they are allowed to perform, and limits their action to only those that are necessary to initiate and complete the transaction.
26.In a symmetric key system the same key is used to encrypt and decrypt the plain-text .The sender and receiver of the text must share the same key without revealing in to anyone else ----thus making it a so-called private system. 27.非对称P477
28.Digital signature
An identifying code that can be used ti authenticate the identify of the sender of a document.
29.soppose a person wants to send the draft of a financial contract to company with whom they plan to do business as an email message . the sender wants to assure the company that the content of the draft has not been changed an route and that they really are the sender ,To do so ,they take the following steps: (1)the sender creates the email messages with the contract in it
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(2)sing special software ,a mathematical computation called a hash function is applied to the essage ,which results in a special summary of the message,converted into a sring of digits called a message digest.
(3)the sender uses their private key to encrypt the hash . this is their digital signature. No one else can replicate the sender’s digital signature because it is based on their private key
(4)The sender encrypts both the priginal message and the digital signature suing the recipient’s public key.This is their digital envelope.
(5)The sender e-mailer the digital envelope to the receiver.
(6)Upon receipt,the receiver uses their private key to decrypt the contents of the digital envelope.This produces a copy of the message and the sender’s digital signature.
(7)The receiver uses the sender’s public key to decrypt the digital signature,resulting in a copy of the original message digest.
(8)Using the same hash function employed in step 2,the recipient then creates a message digest from the original message digest.
(9)the recipient compares this digest with the original message digest.
(10) if the two digests match, then the recipient concludes that the message is authentic.
1. secure socket layer(ssl):protocol that urilizes standard certificates for authentication and data encryption to ensure privacy or confidentiality.
2. Secure electronic transaction(set): a protocol designed to provide secure online credit card transactions for both consumers and merchants; developed jointly by Neescape,Visa,MsaterCard,and others.
3. Other firewalls block data and requests depensding on the ty0pe of application being accessed.
4. Credit cards are rarely used in B2B transactions.
5. Whatever the e-payment method,five parties may be involved:
(1) xustomer/payer/buyer:the party making the e-payment in exchange for
goods or services
(2) merchant/payee/seller:the party receiving the e-payment in exchange for
goods and services.
(3) Issuer:the banks or nonbanking institutions that issue the e-payment
instrument used to make the purchase.
(4) regulatorA:usually a government agency whose regulations control the
e-payment process.
(5) Automated cleating house :an electronic network that transfers money
money between bnk accounts.
6. There are three types of payment cards:
(1) credit cards:a crddit card provides the holder with credit to make purdchases up to a limit fixed by the card issuer.Crdit cards rarely have an annual fee. Instead,holders are charged high interest----the annual percentage rate----on their unpaid balances.
(2) Charge cards:the balance on a charge card is supposed to be paid in full upon
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receipt of the monthly statement.
(3) Debit cards:with a debit card, the money for a purchased item comes directly out of the houlder’s checking account(called a demand—deposit account).The actual transfer of funds from the holders’ account to the merchant’s takes place within 1 to 2 days.
7. e-cash:the digital equivalent of paper currency and coins, which enables secure and anonymous purchase of olw-priced items.
8. e-check:the electronic version or representation of a paper check.
9. e-logistics:the logistics of ec systems, typically involving small parcels sent to many customers’ homes.
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