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Produktion Cost Function Internet (c) Prof. Dr. Tilo Hildebrandt 1
Produktion Cost Function Internet 2
3 (c) Prof. Dr. Tilo Hildebrandt
Produktion Cost Function Internet (c) Prof. Dr. Tilo Hildebrandt 4 Transaction Costs 1.Search- and Retrieval Costs 2.Negotiation- and Decision Costs 3.Controlling- and Enforcement Costs
Prof. Dr. Tilo Hildebrandt Buyer Near Buyer Shop Visitor Site Visitor Shopping Cart to Buy: 20% Shop Visitor to Cart: 25% Visitor to Shop: 33%
Produktion Cost Function Internet (c) Prof. Dr. Tilo Hildebrandt 6 Product Know How Organization Coordination Know How Increasing Komplexity Labor/Energy:= E Information/Know How:= I
Sales- process Payment Logistics Order Marketing LaborTransaction 7 Prof. Dr. Tilo Hildebrandt
(c) Prof. Dr. Tilo Hildebrandt Transaction Costs of Seller Transaction Costs of Buyer Production Costs for Seller Internet Saving Potential Total Cost of Products Produktion Cost Function Internet 8
(c) Prof. Dr. Tilo Hildebrandt 9 DivisionGoal/EconomyScoring SalesTurnoverSales/Agent PurchasePurchase VolumnOrders/Employee StorageStorage CostsStock Turnover PaymentPayment CostsPayment/Cashier ShippingLogistic CostsShipment/Empl. Data ProcessingAdmin. CostsNumber of Data Market ResearchMarketing CostsCost/Sale AdvertisingAd CostsCoversion Rate RevenueMarginShrinkage
Produktion Cost Function Internet (c) Prof. Dr. Tilo Hildebrandt 10 I KpEKpE E Minimal Cost Line Scale Line Iso Quant Iso Cost Line KpIKpI
Produktion Cost Function Internet (c) Prof. Dr. Tilo Hildebrandt 11 I KpEKpE O0O0 O1O1 KpIKpI E
Produktion Cost Function Internet (c) Prof. Dr. Tilo Hildebrandt 12 with a,α,β>0
Produktion Cost Function Internet (c) Prof. Dr. Tilo Hildebrandt 13 With a,α,β>0
Produktion Cost Function Internet (c) Prof. Dr. Tilo Hildebrandt 14 Economies of ScaleEconomies of Scale Lerning EffectLerning Effect Network EffectNetwork Effect
15 Sender: 5 CPNetwork: 15 CP generally CP = A-1 CP = A2 A2 –A CP:= Communication Possibilities – A:= Actors E-ConomyProf. Dr. Tilo Hildebrandt
Prof. Dr. Tilo Hildebrandt Find Customer – Bind Customer Increasing Profitability Reducing Transaction Cost.
Kotler Phillip Kevin Lane Marketing Management Keller Fajar Tri Nugroho ( ) Magister Management Usakti 2013.
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