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1、Chapter 17Dynamic Trading:E-Auctions, Bartering, and NegotiationsCopyright 2010 Pearson Education, Inc. Publishing as Prentice HallLearning Objectives Define the various types of e-auctions and list their characteristics.Describe forward and reverse auctions.Describe the benefits and limitations of
2、e-auctions.Describe some unique e-auction models.Describe the various services that support e-auctions.17-1Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallLearning Objectives Describe bartering and negotiating.Describe the hazards of e-auction fraud and discuss possible countermeas
3、ures.Describe e-auction deployment and implementation issues.Analyze mobile auctions and future directions of e-auctions.17-2Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallFundamentals of Dynamic Pricing and E-AuctionsauctionMarket mechanism by which buyers make bids and sellers p
4、lace offers; characterized by the competitive and dynamic nature by which the final price is reachedelectronic auctions (e-auctions)Auctions conducted onlinedynamic pricingFluctuating prices that are determined based on supply and demand relationships at any given time17-3Copyright 2010 Pearson Educ
5、ation, Inc. Publishing as Prentice Hall17-4Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallFundamentals of Dynamic Pricing and E-AuctionsONE BUYER, ONE SELLERONE SELLER, MANY POTENTIAL BUYERS (FORWARD AUCTIONS)forward auctionAn auction in which a seller offers a product to many pot
6、ential buyers17-5Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallFundamentals of Dynamic Pricing and E-Auctionssealed-bid auctionAuction in which each bidder bids only once; a silent auction, in which bidders do not know who is placing bids or what the bid prices areVickrey auction
7、Auction in which the highest bidder wins but pays only the second highest bid17-6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall17-7Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallFundamentals of Dynamic Pricing and E-AuctionsONE BUYER, MANY POTENTIAL SELLERSreve
8、rse auctionAuction in which the buyer places an item for bid (tender) on a request for quote (RFQ) system; potential suppliers bid on the job, with bid price reducing sequentially, and the lowest bid wins; used mainly in B2B and G2B e-commerceB2B Reverse Auctions17-8Copyright 2010 Pearson Education,
9、 Inc. Publishing as Prentice HallFundamentals of Dynamic Pricing and E-AuctionsC2C Reverse Auctions“name-your-own price” modelAuction model in which would-be buyers specify the price (and other terms) they are willing to pay to any willing seller; a C2B model pioneered by PMANY SELLERS, MANY BUYERSv
10、ertical auctionAuction that takes place between sellers and buyers in one industry or for one commodityauction vortalsAnother name for a vertical auction vertical portal17-9Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallBenefits, Limitations, and Strategic Uses of E-AuctionsBENEFI
11、TS OF E-AUCTIONSBenefits to SellersLarger reach and increased revenuesOptimal price settingRemoval of expensive intermediariesLiquidationLower transaction costsLower administrative costsBetter customer relationships17-10Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallBenefits, Limi
12、tations, and Strategic Uses of E-AuctionsBenefits to BuyersOpportunities to find unique items and collectiblesLower pricesAnonymityConvenienceEntertainmentBenefits to E-AuctioneersHigher repeat purchasesA stickier Web siteExpansion of the auction business17-11Copyright 2010 Pearson Education, Inc. P
13、ublishing as Prentice HallBenefits, Limitations, and Strategic Uses of E-AuctionsLIMITATIONS OF E-AUCTIONSPossibility of fraudLimited participationSecurityAuction softwareLong cycle timeMonitoring timeEquipment for buyersOrder fulfillment costs17-12Copyright 2010 Pearson Education, Inc. Publishing a
14、s Prentice HallBenefits, Limitations, and Strategic Uses of E-AuctionsSTRATEGIC USES OF AUCTIONS AND PRICING MECHANISMSAUCTIONS FOR PUBLICITY17-13Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallThe “Name-Your-Own-Price” C2B Model and Priceline.ComThe “name-your-own-price” model, pi
15、oneered by P enables consumers to achieve significant savings by naming their own price for goods and servicesThe concept is that of a C2B reverse auction, in which vendors bid on a job by submitting offers and the lowest priced vendor or the one that meets the buyers requirements gets the jobThe bu
16、yer can place a request for travel or even housework they need done17-14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall17-15Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallThe Forward E-Auction Process and Software SupportPHASE 1: SEARCHING AND COMPARINGAuction A
17、ggregators and NotificationBrowsing Site CategoriesBasic and Advanced SearchingPHASE 2: GETTING STARTED AT AN AUCTIONRegistration and Participants ProfilesListing and PromotingPricing17-16Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallThe Forward E-Auction Process and Software Sup
18、portPHASE 3: BIDDINGBid Watching and Multiple BidssnipingEntering a bid during the very last seconds of an auction and outbidding the highest bidderproxy biddingUse of a software system to place bids on behalf of buyers; when another bidder places a bid, the software (the proxy) will automatically r
19、aise the bid to the next level until it reaches the buyers predetermined maximum price17-17Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallThe Forward E-Auction Process and Software SupportPHASE 4: POSTAUCTION FOLLOW-UPPostauction ActionsBidding notificationsEnd-of-auction noticesS
20、eller noticesPostcards and thank-you notes17-18Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallThe Forward E-Auction Process and Software SupportPHASE 4: POSTAUCTION FOLLOW-UPUser CommunicationChat groupsMailing listsMessage boardsFeedback and RatingsInvoicing and BillingPayment Me
21、thodsP2P transfer serviceEscrow serviceCredit card paymentShipping and Postage17-19Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallThe Forward E-Auction Process and Software SupportADDITIONAL TERMS AND RULESBid retractionFeatured auctionsOther Services17-20Copyright 2010 Pearson Ed
22、ucation, Inc. Publishing as Prentice HallDouble Auctions, Bundle Trading, and Pricing Issuessingle auctionAuction in which at least one side of the market consists of a single entity (a single buyer or a single seller)17-21Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallDouble Auct
23、ions, Bundle Trading, and Pricing Issuesdouble auctionAuction in which multiple buyers and sellers may be making bids and offers simultaneously; buyers and their bidding prices and sellers and their asking prices are matched, considering the quantities on both sides17-22Copyright 2010 Pearson Educat
24、ion, Inc. Publishing as Prentice HallDouble Auctions, Bundle Trading, and Pricing Issuesbundle tradingThe selling of several related products and/or services togetherPRICES IN AUCTIONS: HIGHER OR LOWER?Pricing Strategies in Online Auctions17-23Copyright 2010 Pearson Education, Inc. Publishing as Pre
25、ntice HallBartering and Negotiating OnlinebarteringThe exchange of goods and serviceselectronic bartering (e-bartering)Bartering conducted online, usually by a bartering exchangeConsumer-to-Consumer Barter Exchanges17-24Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallBartering and
26、Negotiating OnlineNEGOTIATION AND BARGAININGonline negotiationA back-and-forth process of bargaining until a buyer and seller reach a mutually agreeable priceP2P Online Negotiations17-25Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallBartering and Negotiating OnlineTechnologies for
27、 Electronic BargainingSearchComparison and selectionNegotiationContinuing selection and negotiationTransaction completion17-26Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallE-Auction Fraud and Its PreventionTYPES OF E-AUCTION FRAUDbid shieldingHaving phantom bidders bid at a very
28、high price when an auction begins; they pull out at the last minute, and the real bidder who bid a much lower price winsShillingFake Photos and Misleading DescriptionsImproper Grading TechniquesBid Siphoning17-27Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallE-Auction Fraud and It
29、s PreventionSelling Reproductions as OriginalsFailure to PayFailure to Pay the Auction HouseHigh Shipping Costs and Handling FeesFailure to Ship MerchandiseLoss and Damage ClaimsFake Escrow ServicesSwitch and ReturnOther Frauds17-28Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallE-
30、Auction Fraud and Its PreventionPROTECTING AGAINST E-AUCTION FRAUDUser Identity VerificationAuthentication ServiceGrading ServicesInsurance PolicyEscrow ServicesNonpayment Punishment17-29Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallE-Auction Fraud and Its PreventionAppraisal Ser
31、vicesPhysical InspectionItem VerificationBuyer ProtectionsSpoof (Fraudulent) Web Site ProtectioneBay Security CenterFeedback Forum and Analysis17-30Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallIssues in E-Auction ImplementationUSING INTERMEDIARIESTrading AssistantsAUCTION RULESS
32、TRATEGIC ISSUESAUCTIONS IN B2B EXCHANGES17-31Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallIssues in E-Auction ImplementationINFRASTRUCTURE FOR E-AUCTIONSBuilding Auction SitesAUCTIONS ON PRIVATE NETWORKSPigs in Singapore and TaiwanLivestock Auctions in Australia17-32Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall17-33Copyright 2010 Pear
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