Essay Requirements:After read the attached case study, please give a 3 pages Executive Level Analysis about the case. Please help to answer those 5 parts mentioned below one by one, and use the bullet

Wang 5

Professor: Dr. Paul J. Bailo

Course: INTG1-GC 2120 006

Date: September 11, 2019

Ecommerce Reconsidered: You Might Need a Shopping Cart After All

Summary

The author discusses how technology has resulted in changes in what is offered at the markets as well as how the products have sold. The capacity to market services and goods online has resulted in an intense influence on the general economy in the United States and other nations around the world. However, despite the increase in online trading, most publishing corporations fail to have the ability to acquire orders and implement payment dealings virtually from their webs. Therefore, to the individuals outside the company, the absence of e-commerce appears to be absurd since improved ecommerce has been involved with positive influence on the marketing outcomes (Brenneman 34). However, individuals with a better understanding of the publication’s distribution scheme and the printer’s monetary realities acknowledge the presence for some essential reasons to why publishers fail to make ecommerce supremacy, and thus, understand why most publication companies still can't implement ecommerce even with the current technological advancements.

What to agree with

From the reading, it is agreeable that there is a need for review within the publishing industry’s marketing design. It is time for most of the publishers that initially resolved on not acquiring or developing ecommerce capability to reconsider their resolutions. With the increasing technological advancements and also the rapid growth of the need and demands of customers, the publishers should reexamine their sales model and the judgement of ecommerce. Because the complexity and cost of executing online transaction competence have been decreased considerably due to various dynamics: Vendor-Hosted Ecom, Prevailing Infrastructure and Easier Disbursements.

The software-as-a-service (SaaS) can now deliver an accommodated ecommerce capacity to publishers economically and efficiently. (Brenneman 34). The publishers do not need to worry about how to establish the branded storefronts by themselves anymore. In addition, nowadays ecommerce sites usually cooperated with payment gateway that could connect the shopping website to the banking payment systems together directly. Customer have more convenient and more secure payment options. Along with the technique progress and develop, it is good for both the customers and the publishers.

What not to agree with

According to the case study, we could learn that the author thought the failure to execute online storefronts within publication companies due to reasons like the money pit and the usual channels being enough is contrary to the reader’s expectations. I could not agree with that online storefronts would not yield significant additional revenue. Or online sales might disrupt existing distribution relationships through channel conflicts, threatening existing revenue. And also, I do not agree with evolving consumer behavior equals greater revenue potential.

Were the channels sufficient? Although Amazon could be considered as the most appropriately market place to serve consumers or librarians might prefer to buy through a third-party channel, there were still a huge potential market place for publishers to expand. With the popularity of smart phones and development of Internet technology, the leader of publisher organizations should have predicted ecommerce would be is trend of the times. Books are not like other goods, there is a great possibility that consumers would like to buy books from the professional publication organizations rather than a comprehensive retail website, such as Amazon.

Evolving consumer behavior might influence the revenue potential, but it is not 100% that could increase the revenue potential. Because there are too many factors can affect consumer, some change of their behavior may not have the relationship with the revenue or inversely proportional.

Change

The leaders should take a broad and long-term view of the industry from macroscopically will think. For example, they thought the usual channels were enough, however, they should grasp the ecommerce trendy to educate their customer to accept and adopt the new shopping method. From the marketing perspective, sometimes we need to create the needs of customers rather than just satisfy their needs. Think ahead of the time is always a good way to get market shares.

In addition, the ecommerce sites of publication organizations need to follow the trend of technological. Nowadays, ecommerce sites are is more like an intelligent system. It is not only a station to shopping, but also can help customer to manage their shopping history and check the order status. So constantly upgrading the service and the systems of ecommerce sites is a critical way to increase the satisfaction of user experience.

Works cited

Brenneman, Andrew. You Might Need a Shopping Cart After All; Ecommerce Reconsidered, (2015): pp 33-34.