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Electronic CommercePrentice Hall © Learning Objectives 1.Define the various types of e-auctions and list their characteristics. 2.Describe the processes involved in conducting forward and reverse e-auctions. 3.Describe some unique e-auction models. 4.Describe the hazards of e-auction fraud and discuss possible countermeasures.
Electronic CommercePrentice Hall © Fundamentals of Dynamic Pricing and E-Auctions auction Market mechanism by which buyers make bids and sellers place offers; characterized by the competitive and dynamic nature by which the final price is reached electronic auctions (e-auctions) Auctions conducted online dynamic pricing Prices that are determined based on supply and demand relationships at any given time
Electronic CommercePrentice Hall © Exhibit 10.1 Types of Dynamic Pricing
Electronic CommercePrentice Hall © Fundamentals of Dynamic Pricing and E-Auctions One Buyer, One Seller Popular in B2B –Each party can use negotiation, bargaining, or bartering –The resulting price will be determined by: Bargaining power Supply and demand in the items market Business-environment factors
Electronic CommercePrentice Hall © Fundamentals of Dynamic Pricing and E-Auctions One Seller, Many Potential Buyers forward auction An auction in which a seller offers a product to many potential buyers sealed-bid auction Auction in which each bidder bids only once; a silent auction, in which bidders do not know who is placing bids or what the prices are Vickrey auction An auction in which the highest bidder wins but pays only the second-highest bid
Electronic CommercePrentice Hall © Exhibit 10.2 Types of Forward Auctions
Electronic CommercePrentice Hall © Fundamentals of Dynamic Pricing and E-Auctions One Buyer, Many Potential Sellers reverse auction Auction in which the buyer places an item for bid (tender) on a request for quote (RFQ) system, potential suppliers bid on the job, with the price reducing sequentially, and the lowest bid wins; used mainly in B2B and G2B e-commerce
Electronic CommercePrentice Hall © Fundamentals of Dynamic Pricing and E-Auctions One Buyer, Many Potential Sellers –B2B Reverse Auctions –C2C Reverse Auctions –Name-Your-Own-Price Model name-your-own-price model Auction 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 Priceline.com
Electronic CommercePrentice Hall © Fundamentals of Dynamic Pricing and E-Auctions Many Sellers, Many Buyers –Buyers and their bidding prices are matched with sellers and their asking prices based on the quantities on both sides and the dynamic interaction between the buyers and sellers
Electronic CommercePrentice Hall © The Name-Your-Own-Price C2B Model Enables consumers to achieve significant savings by naming their own price for goods and services Same concept as 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 job
Electronic CommercePrentice Hall © Exhibit 10.4 The E-Auction Process
Electronic CommercePrentice Hall © The E-Auctions Process and Software Support Phase 1: Searching and Comparing Phase 2: Getting Started at an Auction Phase 3: Bidding Phase 4: Post-auction Follow-Up
Electronic CommercePrentice Hall © The E-Auctions Process and Software Support Additional Terms and Rules vertical auction Auction that takes place between sellers and buyers in one industry or for one commodity auction vortals Another name for a vertical auction portal
Electronic CommercePrentice Hall © Double Auctions, Bundle Trading, and Pricing Issues single auction Auction in which at least one side of the market consists of a single entity (a single buyer or a single seller) double auction Auction 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 sides
Electronic CommercePrentice Hall © Double Auctions, Bundle Trading, and Pricing Issues bundle trading The selling of several related products and/or services together Prices in Auctions: Higher or Lower? –Pricing Strategies in Online Auctions Sellers have the option to use different auction mechanisms, such as English, Dutch, sealed-bid first price, and sealed-bid second price Buyers should develop a strategy regarding how much to increase a bid and when to stop bidding
Electronic CommercePrentice Hall © E-Auction Fraud Types of E-Auction Fraud bid shielding Having phantom bidders bid at a very high price when an auction begins; they pull out at the last minute, and the bidder who bid a much lower price wins shilling Placing fake bids on auction items to artificially jack up the bidding price
Electronic CommercePrentice Hall © E-Auction Fraud Types of E-Auction Fraud –Fake photos and misleading descriptions –Improper grading techniques –Bid siphoning –Selling reproductions as originals –Failure to pay –Failure to pay the auction house
Electronic CommercePrentice Hall © E-Auction Fraud Types of E-Auction Fraud –High shipping costs and handling fees –Failure to ship merchandise –Loss and damage claims –Fake escrow services –Switch and return –Other frauds
Electronic CommercePrentice Hall © Exhibit 10.6 Integrated Auction Business Model
Electronic CommercePrentice Hall © Mobile E-Auctions and the Future of Auctions Benefits and Limitations of Mobile Auctions –Benefits Convenience and ubiquity Privacy Simpler and faster –Limitations Visual quality Memory capacity Security
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