Create Technological Advantages

1
Create Technological Advantages

• Chapter 11

2
Doing Business Online

• For this chapter, students may be assigned to
  research league or team websites of their
  choosing.
• Students should identify a team or league webpage
  that illustrates either a positive or negative
  example for one of the checkpoints for each of
  the stages in the decision-making process for
  online shoppers (Table 11.1).
• Students can take screenshots of pages (hit ltaltgt
  and ltprint screengt and then copy/paste to
  document) to submit digitally and/or print them
  to hand-in.
• For each checkpoint illustrated, students should
  note what is good or bad about the way the team
  has designed the website.
• The following slides offer examples of what could
  be expected of students.
• Students can present their findings in class to
  facilitate discussion.

3
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.
4
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.
5
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.
Bad Example
6
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.
7
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 dont 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.
8
Technology Adoption

• In terms of technology adoption, what difference
  does it make where you are personally?
• How does a managers personal innovativeness
  influence the organizations technology adoption?

• Innovator
• Early Adopter
• Early Majority
• Late Majority
• Laggard

9
Technology Adoption

• What is the importance of RFID similar
  technologies to sports organizations?
• How will this influence marketing and sales in
  the future?

Click on the pic to read more about HPs new
memory chip.
10
Technology Acceptance

• Component innovations use new parts or materials
  within an existing technological platform.
• Radical innovations are based on scientific
  principles that are manifestly different from
  existing technologies.
• Design innovation is rearranging or reconfiguring
  the layout or relationships between components
  within the same technological platform.

• Give an example of a consumer product that
  represents each type of innovation.
• Which of these innovations is easier/harder for
  consumers to understand and find useful?
• Read this page about Intels Place Lab
  http//www.intel.com/research/exploratory/location
  .htm
• What kind of innovation is described?
• How might this influence sales marketing for
  sports other organizations?

11
Do you realize if it weren't for Edison we'd be
watching TV by candlelight? 

• Al Boliska