In a paragraph or two, outline two tactics that businesses can ...

[rosent76]

In a paragraph or two, outline two tactics that businesses can use to improve the value they provide to customers.

Question 2

Name three benefit objectives that a business might decide to measure in an electronic commerce initiative, and then write one paragraph about each in which you explain how the business might measure its accomplishment of that objective.

[Liamb2179]

Answer to Question 1

Businesses use tactics called downstream strategies to improve the value that the business provides to its customers. Alternatively, businesses can pursue upstream strategies that focus on reducing costs or generating value by working with suppliers or inbound shipping and freight service providers.

Answer to Question 2

Benefit Objective, Common Measurements
Build brands
Surveys or opinion polls that measure brand awareness, changes in market share

Enhance existing marketing programs and create new marketing programs
Change in per-unit sales volume, frequency of customer contact, conversion (to buyers) rate

Improve customer service
Customer satisfaction surveys, quantity of customer complaints, customer loyalty

Reduce cost of after-sale
Support
Quantity and type (telephone, fax, e-mail) of support activities, change in net support cost per customer

Improve supply chain
Operation
Cost, quality, and on-time delivery of materials or services purchased, overall reduction in cost of goods sold

Hold auctions
Quantity of auctions, bidders, sellers, items sold, registered participants; dollar volume of items sold; participation rate

Provide portals, social networks, and virtual communities
Number of visitors, number of return visits per visitor, duration of average visit, participation in online discussions