Electronic commerce presentation. Electronic commerce. Virtual learning. Last presentation slide: Advantages and disadvantages of various systems and models of retail e-commerce

16.11.2019

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Federal Agency for Education educational institution higher vocational education"Siberian State Industrial University" "Electronic Commerce" presentation Performed by: st.gr. EUK-07 Seleznev S.A. Checked by: Novokreschin B.G.

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Introduction Since the mid-1990s, there has been an increase in online trading activity around the world. Following the large companies producing computer equipment, traders of traditional goods began to enter the network. Appeared a large number of bookstores, CD and video cassette stores, liquor stores. Now almost any goods can be bought online.

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Knowledge E-commerce is the acceleration of most business processes by conducting them electronically.

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Application Application modern Internet- technology in business is not limited to the creation of a Web site or an electronic catalog with the possibility of ordering, but involves the use of technology and experience to fundamentally reshape the way business is conducted using the Internet and related networked computer technologies

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Understanding E-commerce refers to the process of making money using Internet technologies.

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Analysis If retail e-shops are still exotic for the Russian market, then many companies have already felt the benefits of doing business via the Internet. This has become especially relevant in the context of the economic crisis and is associated with the benefits that the company will receive after the use of Internet technologies.

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Synthesis To support an e-commerce server, the hardware must have adequate power. For high-end systems, IBM's System/390 mainframe is worth mentioning, with improved I/O and enhanced support for TCP/IP and Java applications.

Conclusion The situation with e-commerce in Russia remains quite difficult. This is due to the imperfection and inconsistency of domestic legislation, as well as due to the low purchasing power of the citizens of our country. Most online stores in Russia are based, if I may say so, solely on enthusiasm.

Online e-commerce is commercial activity in the field of advertising and distribution of goods and services through the use of the Internet. Currently, e-commerce is developing rapidly and, according to statistics, more than 200 million people around the world regularly make purchases in online stores.

Hosting is a service for placing information on the World Wide Web. Hosting includes providing disk space for hosting Web sites on Web servers, providing access to them over a communication channel with a certain bandwidth, as well as site administration rights.

A bulletin board is a site similar to regular advertising newspapers. The simplest option e-commerce are virtual bulletin boards where sellers and buyers simply exchange information about the product offered (an analogue of the newspaper "Iz ruk v ruki").

An Internet auction is an auction held remotely via the Internet. An interesting form of electronic commerce are Internet - auctions. These auctions feature the most miscellaneous goods: works of art, computer technology, cars, etc.

Digital money is a special means of payment in in electronic format, which is located on an electronic medium at the disposal of the user. Digital (electronic) money is issued special organizations to develop and finance their activities

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Section 1. The essence and significance of electronic commerce

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Electronic commerce on the Internet (e-commerce) is a commercial activity in the field of advertising and distribution of goods and services through the use of the Internet. One of the fastest growing areas of e-commerce is hosting (from the English word host - server), that is, services for placing information on the World Wide Web. Hosting includes providing disk space for hosting Web sites on a Web server, providing access to them over a communication channel with a certain bandwidth, as well as site administration rights. An important component of e-commerce is information and advertising activities. Many firms place on their Web sites on the Internet important information for the consumer (description of goods and services, their cost, company address, phone number and e-mail where you can make an order, etc.). There are specialized servers that provide the consumer with systematized (by types of goods, manufacturers, prices, etc.) information about a particular group of goods. For example, the www.newman.ru server contains information about prices for all types of computer equipment offered by various firms in Moscow. Advertising on the Internet is implemented using banners (from the English word "banner" - "advertising title"). On the Internet, a banner is a small rectangular picture that advertises a Web site or Web page.

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Banners can be either static (the same image is displayed) or dynamic (images are constantly changing). Clicking on a banner will take you to the relevant website or page where you can learn more about what the banner is advertising. Banners are placed on sites either on a paid basis or through an exchange. The use of a banner exchange system, which links many sites together and allows them to advertise each other, increases traffic to each of them. E-commerce has become widespread on the Internet. Its simplest option is a virtual "flea market" (bulletin board), where sellers and buyers simply exchange information about the product offered (similar to the newspaper "From hand to hand")

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The buyer in the online store has the opportunity to get acquainted with the goods ( technical specifications, appearance goods and so on), as well as its price. Having chosen a product, the consumer can place an order for its purchase directly from the Internet, which indicates the form of payment, the time and place of delivery, and so on. Payment is made either in cash after delivery of the goods, or by credit cards. Recently, digital money has been used for payments via the Internet. The buyer transfers a certain amount of ordinary money to the bank, and in return receives a certain amount of digital money, which exists only in electronic form and is stored in a "wallet" (using a special program) on the buyer's computer. When making payments via the Internet, digital money goes to the seller, who transfers it to the bank, and in return receives regular money.

Slide 8: Electronic commerce (from English e-commerce) is a sphere of the economy that includes all financial and trade transactions carried out using computer networks, and business processes associated with such transactions

E-commerce includes: electronic information exchange (Electronic Data Interchange, EDI), electronic capital movement (Electronic Funds Transfer, EFT), electronic commerce (English e-trade), electronic money (e-cash), electronic marketing (e- marketing), electronic banking (e-banking), electronic insurance services (e-insurance).

Slide 9: B2B scheme or business-to-business

The principle of such interaction is very simple: an enterprise trades with another enterprise. Internet platforms make it possible to significantly simplify operations at all stages, make trading more efficient and transparent. Often in such cases, a representative of the customer's side has the ability to interactively control the order fulfillment process by working with the seller's databases. An example of a B2B transaction is the sale of website templates to companies for subsequent use as the basis for the design of the company's own web resource. Of course, this includes any interactions involving wholesale deliveries of goods or similar order fulfillment.

Slide 10: B2C schema or business consumer

In this case, the company trades directly with the client (not a legal entity, but an individual). As a rule, here we are talking about the retail sale of goods. For the client, this way of making a commercial transaction makes it possible to simplify and speed up the purchase procedure. He does not have to go to the store to choose the right product: just look at the characteristics on the supplier's website, select the desired configuration and order the product with delivery. For a merchant, the possibilities of the Internet make it possible to track demand more quickly (in addition to saving on premises and staff). Examples of this type of trade are traditional online stores aimed at the target group

Slide 11: C2C scheme or consumer-consumer

This way of carrying out e-commerce involves transactions between two consumers, neither of which is an entrepreneur in the legal sense of the word. Internet platforms for such trading are something between a market-trade and a column of ads in a newspaper. As a rule, C2C commerce is carried out on Internet auction sites, which are becoming increasingly popular in our time. For customers of such systems, the main convenience lies in the lower price of the goods, compared with its cost in stores. In addition to the most common e-commerce schemes described above, there are several others. They are not so popular, but, nevertheless, they are used in some specific cases. It is about the interaction of both entrepreneurs and consumers with government agencies. Recently, many operations for collecting taxes, filling out questionnaires, forms for ordering supplies, working with customs began to be carried out using Internet technologies. This makes it possible to significantly facilitate the work of civil servants, on the one hand, and enable payers to get rid of a certain amount of paperwork, on the other.

Slide 12: Benefits of e-commerce

For organizations Global scale Reduce costs Improve supply chains Business is always open (24/7/365) Personalization Fast time to market Low cost of digital distribution

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For consumers Pervasiveness Anonymity Greater choice of goods and services Personalization Cheaper products and services Prompt delivery E-socialization For society A wide range of services provided (e.g. education, health care, utilities) Improved living standards Increased national security Reduced digital divide Online sale/ ordering goods/services reduces car traffic and reduces pollution environment

Slide 14: Disadvantages of e-commerce

For organizations Possible doubts of the parties about the affiliation of a particular project to the company (negative anonymity) Some difficulty in maintaining and legitimizing the activities of the enterprise on the Internet For consumers Consumer distrust in services sold via the Internet Inability to “touch” the goods with their hands Waiting for the delivery of purchased products For society Attractive platform for fraud (reducing the level of network security) Squeezing offline commercial enterprises from the market For the state Shortfall in tax payments to the state budget when maintaining "grey" accounting schemes

Slide 15: E-commerce in Russia

According to the research agency Data Insight, in 2010 the volume of the Russian e-commerce market was expected to be 240 billion rubles. Thus, online sales account for 1.6% of the total sales of all Russian retail (on average in the EU this figure is 5.7%, and in the US - 6.4%). For individual product groups, the picture is somewhat different. In particular, about 12-14% of household appliances, electronics and books. In 2011, there were about 30,000 online stores in Russia, most of which are located in the regions of the country. According to statistics, about 10% of online stores are closed in Russia every year, but 20-30% of new ones are opened instead. The e-commerce market itself in the Russian Federation predicts its growth by 2 times over the next four years.

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The Internet has made e-commerce accessible to businesses of all sizes. If earlier the organization of electronic data interchange required significant investments in the communication infrastructure and could only large companies, then the use of the Internet today allows you to join the ranks of "electronic traders" and small firms. A storefront on the World Wide Web gives any company the opportunity to attract customers from all over the world. Such an on-line business forms new channel for sale - "virtual", requiring almost no material investment. If information, services or products (eg software) can be delivered via the Web, then the entire sales process (including payment) can take place online.

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Not only Internet-oriented systems fall under the definition of e-commerce, but also "electronic stores" using other communication media - BBS, VAN, etc. At the same time, sales procedures initiated by information from the WWW, but using fax, telephone, etc. for data exchange, can only partially be classified as e-commerce. We also note that, despite the fact that the WWW is the technological basis for electronic commerce, a number of systems use other communication capabilities. So, requests to the seller to clarify the parameters of the goods or to place an order can also be sent via e-mail.

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To date, the dominant means of payment for on-line purchases are credit cards. However, new payment instruments are also entering the scene: smart cards, digital cash, micropayments and electronic checks.

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E-commerce includes not only on-line transactions. The area covered by this concept should also include activities such as conducting marketing research, identifying opportunities and partners, maintaining relationships with suppliers and consumers, organizing workflow, etc. Thus, e-commerce is a complex concept and includes electronic data interchange as one of its components.

Slide 20: Table 1. Distribution of e-commerce market sectors

Rank Ranking by monetary volume Ranking by number of sales 1 real estate software 2 computers and accessories sound-reproducing equipment 3 software miscellaneous 4 travel services computers and accessories 5 sound-reproducing equipment tourism services 6 financial services financial services

Slide 21: Table 2. E-commerce Market Estimates in 2000

Market characteristics Estimation Total Internet sales $4.5 billion - $6 billion Sales per customer $600 - $800 Average Internet transaction $25 - $30 Total number of Internet transactions 130 million - 200 million Share of sales of on-line goods 60% - 70% Share of sales delivered to the customer 30% - 40% Table 2 E-commerce Market Estimates in 2000

Slide 22: Table 3. Plans of companies to use the Internet to attract customers

Usage 1995 1997 trade information 57% 76% cooperation 20% 45% order taking 13% 48% electronic data interchange 8% 39% other 18% 17% not going to use 46% 1%

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Of the technologies on which e-commerce can be based, the most developed today is electronic data interchange - EDI (Electronic Data Interchange). This method of encoding sequential transactions and processing them online has been around for 25 years and is a $45 billion industry. According to the Giga Information Group, US companies alone make electronic purchases worth up to $500 billion a year.

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EDI eliminates the need to process, mail, and re-enter paper documents into computers, a process that is not only highly inefficient, but also prone to errors. Thus, at Campbell Soups, 60% of all incoming requests for the supply of products contained errors of precisely this origin. It is estimated that up to 40% of the company's sales managers' time was spent dealing with these errors. The company hopes to significantly normalize the situation by switching to electronic document management- EDI. In addition, the use of EDI will reduce the processing time for incoming applications from 48 to 18 hours.

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Cost reduction is the most impressive result of EDI implementation. Processing a paper-based application costs $150, but using EDI reduces this figure to $25. EDI significantly reduces the cost, but the initial investment in specialized commercial networks (VANs) and software that converts data to EDI format and vice versa is quite large. Therefore, only large corporations were able to take advantage of the introduction of EDI technology. However, using the Internet as the communication base for EDI removes the cost barrier and opens the way for smaller companies to use the technology.

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E-commerce companies are increasingly associating EDI with the Internet rather than the VAN. In the Datamation survey mentioned above, 54.6% of the respondent companies have implemented EDI, but only 17.7% of them use VAN. The grip on VANs squeezing the EDI market is easing as more companies turn to the Internet, resulting in lower costs and faster response times. And although the Internet cannot provide the same level of guaranteed information delivery as VAN, software tools can compensate for this by processing messages in a dual control mode and relaying garbled or lost messages at the end of the business day.

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E-commerce is a form of product delivery in which the selection and ordering of goods is carried out through computer networks, and settlements between the buyer and supplier are carried out using electronic documents and/or means of payment. At the same time, both individuals and organizations can act as buyers of goods (or services).

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Developed countries have been using the Global Web for doing business for a long time, and it should be noted that the experience of these countries is quite successful, as evidenced by a lot of marketing research. E-commerce for them is an important direction in the development of the global economy, because in the 21st century, to successfully run a business of any size and any direction, it is simply necessary to use Information Technology. The question arises: Why should we not follow the positive example of our brothers from far abroad? In principle, the first sprouts of e-commerce appeared simultaneously with the advent of the Internet itself. Already now, in the CIS countries, one can observe the manifestations of some components of such a broad concept as "Electronic commerce" and this indicates that this type of business is only on the way to development in our country.

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E-commerce is not easy e-shop, organized as a website, is a business that carries all the same components as in the real world. A store or company that either trades or provides all kinds of services can also successfully operate on the web. E-commerce is a copy of the market familiar to us, only on the Internet. Advertising, product information, invoicing and receiving payments, delivery, consultation - these are just the main components of e-commerce that are quite popular on the Internet today. E-commerce starts where business automation comes in and is used global network to resolve business issues. In this regard, qualitatively new forms of enterprise organization are emerging - network and virtual corporations. The essence of network enterprises is that the Internet is widely used to exchange the necessary information between geographically remote divisions of the company. In addition, modern firms quite widely use in their activities the practice of partial or complete transfer of the performance of individual business functions and even parts of the business process to third parties or organizations.

Slide 31: The main positive aspects of e-commerce are:

the acquisition of huge opportunities to enter the world market with information about services directly with minimal capital investment; maximize sales channels; association of suppliers and buyers in one system; maximum cost reduction in the "supply-demand" linkage; the likelihood of a higher level of customer service; creation of new labor and capital markets; the opportunity to review the nature of their activities at any time.

Slide 32: Some typical types of e-business

Sale of "physical" goods with an order and payment on the seller's website Sale of electronic products (programs, music, etc.) Real-time financial services (brokerage, banking, etc.) Information services (for example, texts of legislative acts) Telecommunication services (e.g. video conferencing) Warehousing and information processing (e.g. database management) Rental software(calculations based on the data provided by the client)

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Taxes are divided into two groups: direct and indirect. Direct taxes include corporate income tax and corporate income tax. individuals. Indirect - VAT and sales tax.

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Direct taxes on profits and income are levied on companies and individuals in almost every country in the world. As a rule, the country in which the company is registered (of course, if it is not an offshore zone) taxes the company's income received in all countries of the world. But besides this, the country from whose territory the income is received can also impose taxes on them. Moreover, if the activity in this country is carried out through a permanent establishment, its income is taxed in the same way as if it were an ordinary local company. If there is no such representation, the income received may, in certain cases, be subject to withholding tax. This means that this tax is withheld and transferred to the state by a local company that is a source of income.

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AT modern conditions mobility and distribution of business processes, the concept of a permanent establishment is largely blurred or, at least, needs to be adjusted. Traditionally, a permanent establishment refers to some office or other permanent place of business of a company in a foreign country. However, a representative office is also recognized as simply a certain person located in this state and concluding transactions on behalf of this company (the so-called dependent agent).

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The most obvious case is when the main business of an online store takes place in one country (for example, in the USA), and the order comes from another (for example, from Russia), and payment is made by card, and the goods are delivered by mail. It is clear that no representation, and hence no income tax in Russia, American company does not occur. But the buyer will have to pay not only the seller for the goods and shipping, but also the customs fees to his native state (upon receiving the parcel).

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If, however, suppose that foreign company registered in one of the tax-free jurisdictions, then it does not pay tax on its profits there either. Thus, in many cases, it is preferable to open an online store on behalf of an offshore company, since with the competent study of the legal side of the matter, this allows you to seriously save on taxes, and on completely legal grounds.

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Offshore jurisdictions offer to place on their territory not only a web server, but also an office and staff of an online store (after all, a company must have an office and staff somewhere, at least a director). When trading "physical" goods, transshipment warehouses can also be located there. In the case of sales to the USA, it is convenient to do this in the Caribbean islands, in the case of trade with Europe or Russia, for example, in Cyprus. And, of course, in the same offshore zone, you can register a company on behalf of which the entire business will be conducted, which will allow you to accumulate profits in a tax-free or low-tax regime. Thus, offshore zones offer "electronic merchants" the entire range of services they need, stimulating virtual businesses to localize on their islands.

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If an offshore company is owned by US residents, then all of its worldwide income is subject to inclusion (in appropriate shares) in the taxable income of these same residents, even if no dividends were actually paid to them. In Russia, there is no such legislation yet, so its citizens have some kind of advantage over citizens of the United States and other developed countries in this. In addition, US citizens themselves pay US tax on all their worldwide income, even if they permanently reside in the territory of another country (adjusted for the exclusion of double taxation in accordance with international treaties). Citizens of most other states, including Russia, pay tax in their country only if they live there (for Russia - at least 183 days a year). Thus, citizens of these countries have the opportunity to further reduce their tax payments by moving permanently to an offshore zone to work in their own company, which may already have not only a legal address there, but also a web server, office, staff and warehouse of goods. .

Slide 40: Indirect taxes

These include sales tax and value added tax (VAT). By their economic nature, they are taxes on consumption. They are called indirect because they are collected from the consumer not directly, but through the seller, who includes the tax in the price of the goods or services sold, and then transfers it to the state. In this case, the tax is calculated not only according to the results of the reporting period, as in the case of direct taxes, but for each operation separately. Of greatest interest to us in terms of e-commerce are the tax systems of the most developed countries, primarily Europe and North America. In Europe, VAT is common, and the legislation on it is largely unified in accordance with the directives of the European Union. In the United States and Canada, a sales tax is applied, and this tax does not have federal status, but is levied at the state level (province in Canada) or at the municipal level. Accordingly, tax rates and the rules for calculating the tax base vary greatly.

Slide 41: Basic principles of VAT collection

When trading within one country, the tax is paid by the seller, based on the amount of his sales. In this case, the tax paid to suppliers on purchases is deductible. The end consumer has no right to deductions. When importing goods, the importer pays tax in his country, based on the customs value of the goods. However, generally speaking, he is entitled to a tax deduction of the same amount. Export of goods is taxed at a zero rate. The exporter has the right to deduct the tax paid on the acquisition (production) of the exported goods.

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For Internet commerce, the place of sale is the location not of the seller, but of the buyer, respectively, and VAT should be charged there. For B2B When importing goods from outside the EU: the exporter, of course, issues an invoice without VAT, the importer pays VAT to the treasury at customs clearance. This tax is then creditable. When purchasing goods in another EU country (not considered an import due to the lack of customs borders): the seller issues an invoice without VAT, the buyer owes VAT to the treasury of his state, but usually in the same declaration he presents it for offset. Upon purchase information services from abroad: the seller issues an invoice without VAT, the buyer reports according to the so-called reverse taxation principle. This means that, as in the previous case, he owes VAT to the treasury of his state, but immediately presents it for offset. (In Russia, a similar methodology is used - the principle of a tax agent).

Slide 43: For B2C

When selling goods remotely from outside the EU: the seller issues an invoice without VAT, the buyer pays the tax upon receipt of the parcel. However, if this seller has a sufficiently large turnover in a given country (established by the legislation of a given country, usually about 100 thousand euros per year), he is obliged to register in it for VAT, then he issues an invoice already with VAT. When selling goods remotely from one EU country to another: the seller issues an invoice with VAT at the rate of his country and reports at home. However, if this seller has a sufficiently large turnover in the second country, he is obliged to register in it for VAT, then he issues an invoice with the tax of the buyer's country and reports on it there. When implementing information services from one EU country to another: the same as in the previous case. When selling information services from outside the EU: if a given seller has a sufficiently large turnover in a given country, he is obliged to register in it for VAT, then he issues an invoice to the buyer with VAT. However, with a small turnover, transactions are actually exempt from European VAT. When selling information services by a local resident outside the EU: no European VAT.

Slide 44: Under the new approach, all electronic products are treated as services and taxed at the location of the buyer.

Now foreign Internet companies must register for VAT in Europe if their turnover there exceeds a certain threshold. For this, a special simplified procedure has been developed. Such companies can register for VAT in any EU country and then report and pay tax there. However, the tax itself, which is included by the company in the account to the buyer, is levied at the rate adopted not in the country of the tax registration of the company, but in the EU country where the buyer lives. Thus, there is no benefit to register where the rate is lower (Madeira, Luxembourg). The collected tax is then redistributed to the countries where the buyers are located. The buyer, in the end, pays the same tax, regardless of whether he purchases this product from a local company or from a foreign one.

Slide 45: Important trends in the e-commerce market

E-commerce thrives on social media itself, in fact, every social network is a huge online store, combined with a CRM system, which provides ideal conditions for organizing sales, and exactly those that people need. Federal Law No. 161 is being actively put into effect, which will eventually legalize payments by electronic money. Solving the problem of fast and reliable delivery of goods within the country is of great importance for e-commerce. The digital signature is finally taking its rightful place. Electronic documents are equalized in rights with paper ones in Russia.

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the volume of retail electronic trade in 2012 grew by 27% and reached 405 billion rubles ($13 billion). There are more than 22 million online shoppers in Russia, in 31% of cases Russians prefer to pay bank cards. The largest conscientious sellers have entire departments that deal exclusively with punching checks for customers: it is clear that there is no connection with the time of payment, they can also print a check the next day after payment, for example, on the day of delivery. And it is simply impossible to print a check at the time of confirmation of the payment transaction by the bank - after all, the ordered goods may simply not be in stock. So it is simply impossible to collect an order, pack it and break through the check in five minutes. And it turns out that any purchase in an online store through a card can lead to a fine, even from the most respectable store. If a check is logical for anonymous payments and cash, then it makes no sense when paying for goods by card, he believes. - Cashless payment is completely transparent in terms of buyer authorization and also proves that the purchase has been made. This gives the FTS the opportunity to verify the correctness of paying taxes and the right to the buyer to return and exchange goods if necessary. If a check is logical for anonymous payments and cash, then it makes no sense when paying for goods by card, he believes. - Cashless payment is completely transparent in terms of buyer authorization and also proves that the purchase has been made. This gives the FTS the opportunity to verify the correctness of paying taxes and the right to the buyer to return and exchange goods if necessary.

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In fact, Internet marketing implies a whole range of subsidiaries, including not only banner advertising and public relations, but also methods of conducting marketing research on the Internet, in particular, studying demand and consumer audiences, mastering algorithms for generating and ensuring high efficiency advertising campaigns, ways of correct positioning trademark on the market, and much, much more. The mentioned limited understanding of this discipline is, apparently, a kind of childhood illness of Russian Internet marketing, which, in turn, can be considered as an objective positive sign: the presence of such childhood illnesses suggests that Internet marketing in our country is growing rapidly and is actively developing.

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Internet marketing can be defined as the theory and methodology of an organization marketing activities in the Internet environment. The Internet has unique characteristics that differ significantly from those of traditional marketing tools. One of the main properties of the Internet environment is its hypermedia nature, which is characterized by high efficiency in the presentation and assimilation of information, which significantly increases the possibilities of marketing in strengthening the relationship between enterprises and consumers. With the advent of the Internet, the process of organizing communication with external environment changed qualitatively. The Internet, as a means of conveying information to target audiences and an effective tool for influencing them, provided new opportunities for expanding business, including through interactive ways of communicating with consumers.

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The object of marketing activity on electronic market acts as information-analytical and expert-research activities of the company, using network information systems and technologies: by choosing a competitive position in a given market where the company acts with its product; determination of strategies for its promotion and distribution, selection of advertising and pricing policy taking into account the totality of factors of the external and internal environment under conditions of risk and uncertainty.

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The subject of marketing activity in the electronic market, as in classical marketing, is the activity of a specific owner, a company for the purposeful regulation of the company's activities, carried out according to a certain technology using a system of methods for analyzing and processing digital information of the electronic market to achieve its goals.

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The process of marketing management in the electronic market reflects the totality of operations and procedures performed by employees of the marketing services of companies in a certain sequence. It includes: > collection and analysis of information about the behavior of the market and competitors on it by using the capabilities of the Internet, corporate database storage; > examination of stochastic and dynamic processes in this market segment; > modeling the psychological reactions of consumer behavior in the electronic market, modeling the strategies of companies under risk and uncertainty, formulating new strategies for the development of current markets, market penetration, strategic alliances and consolidation, diversification strategies, etc.

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The Internet, as a market, has its own specific product, which is called electronic, digital or information. Market-specific processes are used to sell and promote this product. Electronic goods primarily include information that can be transmitted in digital format via the Internet and related information networks. However, physical products can also exist in digital format, thus becoming electronic products.

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Examples of such products are electronic means payment, electronic media (Internet versions of real-life newspapers and magazines), even price quotes posted over the Internet. Modern life daily provides us with numerous examples of the transformation of real physical goods into electronic ones. All goods that exist on paper can be converted into electronic ones. Services can also be offered in digital format. For example, if you are regular customer Amazon. com, in a special window you will be offered the latest news from areas of interest to you. Various tax and other forms can be completed on the relevant website on the Internet. The world's leading museums, including the Hermitage, offer virtual tours of their rooms.

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Some goods and services exist in the form of knowledge and experience and do not have a corresponding physical counterpart. However, they can also be digitized. For example, the knowledge of an experienced marketer can be presented in the form of a special program that allows you to give qualified recommendations to visitors to the educational portal. In a digital format, it is possible to represent processes that include the communication of numerous participants. Libraries used to provide the service of selecting newspaper clippings or extracts from articles on a topic of interest to the reader. Now this is done electronically. Auctions provide the opportunity to make exchanges between sellers and buyers who might not meet in a physical market. They provide consumers with the opportunity to act as sellers offering their product. Even the famous Christies auction publishes its catalog on the Internet (www.specialcat.com/ch ri sties).

Slide 61: 1. Information and entertainment products

> media; > product information: specifications, instructions, training materials for sales agents; > graphic materials: photographs, postcards, calendars, maps, posters; > audio materials: musical recordings, speeches and speeches; > video materials: movies, television programs.

Slide 62: 2. Symbols, concepts, tokens:

> tickets and coupons for booking air tickets, hotel rooms, tickets for concerts, sporting events; > financial certificates: checks, electronic means of payment, credit cards.

Slide 63: 3. Processes and services:

> official forms and pay stubs government agencies; > electronic messages: letters, faxes, phone calls; > business processes that create customer value: orders, accounting entries, inventory control, contracts; > auctions and electronic markets; > distance learning, provision of medical and other interactive services; > interactive forms of entertainment.

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Pricing using traditional methods inherent in real markets also has its own characteristics in the electronic market. Traditional marginal cost pricing for physical products is not always applicable to information goods, since they have almost zero marginal cost. Attributing the cost of developing the first copy of an electronic product to fixed costs forces pricing to be based on royalty payments for the use of all subsequent copies. The availability of information on the market makes price information open to both consumers and competitors. An individual offer of goods and services in accordance with the specific needs of buyers allows for individual pricing. A rental or licensing option in the e-marketplace is subscription-based pricing. The firm sells the right to use part of the information product it has created (for example, a database). The price of such a product in this case is not based on marginal cost customer service or the total cost of creating it, but depends on the total number of subscribers, although each of them uses this product in different ways.

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There are features of the Internet as a distribution channel and a marketing communications. On the one hand, the possibilities of the Internet, which allow sellers and buyers to communicate directly, lead to the so-called disintermediation, i.e. elimination of intermediaries. Not only can companies and organizations work directly with their partners, suppliers or customers, but consumers can also connect directly with other consumers through auctions. On the other hand, the emergence of new types of intermediaries specific to the electronic market is noted.

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> information intermediaries (infomediaries), > organizations involved in the collection, generalization and dissemination of information on the network, meta-intermediaries (metamediaries), > agents representing a group of manufacturers and traders united by a specific purchase situation (purchasing real estate, a car, organizing a wedding and other celebrations, etc.), > search agents representing both the seller and the buyer and providing a search on the network for the necessary information, product or service.

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The emergence and development of these new intermediaries made it possible to create new systems of marketing relations between market participants. For example, the so-called permissive marketing (permission marketing) allows you to show a specific consumer advertising goods and services while that consumer is online, i.e. in fact, ads are placed even on competitors' websites.

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Table 1. Distribution Russian online stores by product groups. Product groups Number of stores, pcs. computers and accessories 40 gifts and souvenirs 26 bookstores 24 department stores 23 goods for women and children 15 other 20 portable equipment 15 mobile phones 13 sporting goods 10 household appliances 9 furniture and home goods 9 music, video 8 pharmacies 9 grocery stores 5

Slide 73: Distribution of potential buyers by city

No. City Share (%) 1 Moscow 67.89 2 St. Petersburg 7.32 3 Novosibirsk 3.01 4 Yekaterinburg 1.83 5 Krasnodar 1.61 6 Chelyabinsk 1.43 7 Vladivostok 1.17 8 Novgorod 1 .09 9 Samara 0.96 10 Irkutsk 0.96 11 Rostov-on-Don 0.89 12 Perm 0.86 13 Krasnoyarsk 0.85 14 Yaroslavl 0.74 15 Other 9.39

Last presentation slide: Advantages and disadvantages of various systems and models of retail e-commerce

Model Advantages Disadvantages Online stores Shopping arcades and department stores Flexible price system and wide assortment; Allows you to realize all the advantages of online trading; Financial flows pass completely through the online store; Representation of offline business Cheap solution The most non-transparent business model. Problems with long delivery times, incomplete order picking, lack of additional services or their poor quality Under contracts with suppliers, the organization of high-quality information and search functions. showcase promotion is the responsibility of the owner, not the seller. Relatively inexpensive and not very complex Internet solution Limited efficiency of logistics, and as a result - long terms of picking and delivery of the order (3-5 days). The risk of obtaining false and outdated information increases. With an increase in the audience, the costs of logistics, delivery and information support increase greatly.

Lecture topic: "Electronic commerce"

Basic concepts Electronic commerce (English, e-commerce) is a sphere of the economy, which includes all financial and trading operations carried out with the help of computer networks, and business processes associated with such operations. Russia, to bring to other countries, to the global market.

The main sectors of e-commerce (beginning) C2C Electronic trading platforms("flea markets"), which are characterized by a predominance of lots for sale. In this case, the site acts as an intermediary between the buyer and the seller. For example: Molotok.Ru, From hand to hand, auto.ru, ebay.com, etc. B2C B2C (Business-to-Consumer) is a term that denotes a commercial relationship between an organization (Business) and a private, so-called "final" consumer (Consumer). It is often used to describe the activities carried out by an enterprise, i.e., in this case, the sale of goods and services that are directly intended for end use. One of the most popular B2C tools is an online store.

The main sectors of e-commerce (end) B2B B2B (eng. Business to Business) is a term that defines the type of information and economic interaction, classified by the type of interacting entities, in this case it is legal entities. B2B is an abbreviation for the English words "business to business", literally translated - business for business. B2G B2G e-commerce systems are also used for interaction between the state and business. Through such systems state institutions and agencies make their purchases on the open market.

Types of e-commerce: electronic information exchange (Electronic Data Interchange, EDI), electronic capital movement (Electronic Funds Transfer, EFS), electronic commerce (e-trade), electronic money (e-cash), electronic marketing (e-marketing), electronic banking (e-banking), electronic insurance services (e-insurance).

Benefits of e-commerce: For organizations: 1.Global scale 2.Cost reduction 3.Improve supply chains 4.Business is always open (24/7/365) 5.Personalization 6.Fast time to market 7.Low cost of digital distribution

Disadvantages of e-commerce: For organizations: 1. Possible doubts of the parties about the affiliation of a particular project to the company (negative anonymity) 2. Some difficulty in maintaining and legitimizing the activities of an enterprise on the Internet For consumers: 1. Consumer distrust in services sold via the Internet 2. Inability to “touch” the goods with your hands 3. Waiting for the delivery of purchased products

Stages of purchasing goods in the e-shop: 1.Entering the store - on the website home page 2.Familiarization with the range of goods, searching for specific goods 3.Selecting and evaluating goods before purchase 4.Adding goods to a virtual basket with an assessment of the purchase price 5 .Selecting the method of delivery of goods 6.Selecting the type of payment for the purchase 7.Registering the buyer 8.Confirming the purchase 9.Receiving the goods and evaluating them after purchase