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Create Technological Advantages

Chapter 11. Create Technological Advantages. Details. It's the little details that are vital. Little things make big things happen. ~John Wooden Beware of the person who can't be bothered by details. ~William Feather

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Create Technological Advantages

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  1. Chapter 11 Create Technological Advantages

  2. Details • It's the little details that are vital. Little things make big things happen. ~John Wooden • Beware of the person who can't be bothered by details. ~William Feather • Excellence is in the details. Give attention to the details and excellence will come. ~Perry Paxton • Never neglect details. When everyone's mind is dulled or distracted the leader must be doubly vigilant. ~Colin Powell

  3. Consumer Decision Making

  4. Doing Business Online • Research minor and major league team websites of your choosing. • Identify WebPages that illustrate either positive or negative examples for one of the checkpoints for each of the stages in the decision-making process for online shoppers (Table 11.1). • Take screenshots of pages (hit <alt> and <print screen> and then copy/paste to document) to demonstrate digitally (ppt’s) • For each checkpoint illustrated, note what is good or bad about the way the team has designed the website. • The following slides offer examples of what you might find.

  5. Good Example! Stage 1: Need Recognition: Provide product-related appetizers such as sales items, hot products, or product recommendation. www.MLB.com prominently features product specials on the league homepage.

  6. Good Example! Stage 2: Information Search: provide its own product search function. --The product search function is easy to find at top of the www.nflshop.com page.

  7. Bad Example Stage 3: Information Evaluation: --Provide help or info to assist customers in evaluating alternatives. --Provide links to locations that have endorsements from other customers. Limited product info & no endorsements on the ECHL website. --Have pictures that demonstrate true colors of the merchandise. The pictures online do not look like actual pictures of the product. Enlarged pictures do not provide enough detail.

  8. Stage 4: Purchase Decision --Have a mechanism for customers to track their orders. The www.shopnhl.com website for each team provides clear directions on how to track customer orders. Good Example!

  9. Stage 5: Post-purchase Behavior --Provide online support or other means of communication The www.fwcatsstore.com shop only provides an email submission (with no direct email & no phone number). No information is provided about other retail outlets. If they don’t exist, then online store should promote “only available online.” --Provide money back guarantee (stage 4, but also influences stage 5) The return policy is restricted, placing a significant burden on the customer (tags attached, correct packaging, customer pays shipping; receipt copy). Confirmed customer purchase info should be part of database info. Bad Example

  10. Group Assignments Using Table 11.1 as a guide, find sports-related online stores that do a good job and bad at this stage. Report back in 10- 15 minutes. Need Recognition: Team 1 Information Search: Team 2 Alternative Evaluation: Team 3 Purchase Decision: Team 4 Post-Purchase: Team 5

  11. Technology Adoption • In terms of technology adoption, what difference does it make where you are personally? • How does a manager’s personal innovativeness influence the organization’s technology adoption? • Innovator • Early Adopter • Early Majority • Late Majority • Laggard

  12. Technology Acceptance How and why do you think fans will adapt to the use of RFID in the use of tickets, credentials, and purchases?

  13. Interactive Shopping Aids

  14. British Sign Humor

  15. The End

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