Fontys minor: E-preneurship, E-commerce &
E-fulfilment
1
,Inhoud
Assortment, buying & merchandising ..................................................................................................... 4
Lesson 1 ............................................................................................................................................... 4
Lesson 2 ............................................................................................................................................... 7
Lesson 3 ............................................................................................................................................. 12
E-Commerce .......................................................................................................................................... 19
Lesson 1 ............................................................................................................................................. 19
Lesson 2 ............................................................................................................................................. 22
E-marketing ........................................................................................................................................... 25
Lesson 1 ............................................................................................................................................. 25
Lesson 2 ............................................................................................................................................. 25
Lesson 3 ............................................................................................................................................. 29
E-warehousing ....................................................................................................................................... 34
Lesson 1 ............................................................................................................................................. 34
Lesson 2 ............................................................................................................................................. 42
Lesson 3 ............................................................................................................................................. 46
E-business finance ................................................................................................................................. 59
Lesson 1 & 2 ...................................................................................................................................... 59
Lesson 3 ............................................................................................................................................. 62
Transportation, Delivery & the LM ........................................................................................................ 64
Lesson 1 ............................................................................................................................................. 64
Lesson 2 ............................................................................................................................................. 66
Lesson 3 ............................................................................................................................................. 67
Lesson 4 ............................................................................................................................................. 77
Returns Management............................................................................................................................ 81
Lesson 1 ............................................................................................................................................. 81
Lesson 2 ............................................................................................................................................. 83
Lesson 3 ............................................................................................................................................. 86
ICT .......................................................................................................................................................... 90
Lesson 1 ............................................................................................................................................. 90
Lesson 2 ............................................................................................................................................. 96
HTML – basics .................................................................................................................................... 98
CSS basics ........................................................................................................................................ 100
Research & Business planning ............................................................................................................. 103
Lesson 1 ........................................................................................................................................... 103
Lesson 2 ........................................................................................................................................... 107
2
, Lesson 3 ........................................................................................................................................... 110
Business Plan Writing .......................................................................................................................... 116
Lesson 1 ........................................................................................................................................... 116
Lesson 3 ........................................................................................................................................... 119
Lesson 4 ........................................................................................................................................... 121
3
, Assortment, buying & merchandising
By Ken Zschocke
Lesson 1
Two types of goods
commodity goods: goods that are needed for life, high share of visitors based, price
comparison, one-time use, no real innovation, standardized goods, no brand value
Specialty: goods that are more special, everything that is not needed to survive.
Long tail: new products entering the market, expiry date, declining demand.
Commodity: Standard, high-volume goods
Internet increases competition -> decreasing margins
Long-tail: Innovative products, smaller volume
Fewer competition -> higher margins
Assortment: many long tail goods > few commodity goods
Merchandising :“Merchandising is any practice which contributes to the sale of products to
a retail consumer. At a retail in-store level, merchandising refers to the variety of products
available for sale and the display of those products in such a way that it stimulates interest
and entices customers to make a purchase.”
Merchandising in ecommerce: An eCommerce retailers “store” is their website–often called a
“webstore”. They face the same challenge: arrange the store in ways that optimize product
sales. But, in a digital store, the merchant’s tools for doing so are different.
What is category management
• `The process of managing a retail business with the objective of maximizing the sales
and profit of a category.`
• Facilitates problem solving
• Centralized responsibility
• Maximized profit (strategic BU’s)
• Deliver consumer value
• Regarded as potential substitutes by Consumer
• IT is a key enabler -> Big Data
• Helps tailoring the product acc. consumer needs
• Offers aimed to provide satisfaction
• Can lead to re-evaluation of Business Processes
4
E-fulfilment
1
,Inhoud
Assortment, buying & merchandising ..................................................................................................... 4
Lesson 1 ............................................................................................................................................... 4
Lesson 2 ............................................................................................................................................... 7
Lesson 3 ............................................................................................................................................. 12
E-Commerce .......................................................................................................................................... 19
Lesson 1 ............................................................................................................................................. 19
Lesson 2 ............................................................................................................................................. 22
E-marketing ........................................................................................................................................... 25
Lesson 1 ............................................................................................................................................. 25
Lesson 2 ............................................................................................................................................. 25
Lesson 3 ............................................................................................................................................. 29
E-warehousing ....................................................................................................................................... 34
Lesson 1 ............................................................................................................................................. 34
Lesson 2 ............................................................................................................................................. 42
Lesson 3 ............................................................................................................................................. 46
E-business finance ................................................................................................................................. 59
Lesson 1 & 2 ...................................................................................................................................... 59
Lesson 3 ............................................................................................................................................. 62
Transportation, Delivery & the LM ........................................................................................................ 64
Lesson 1 ............................................................................................................................................. 64
Lesson 2 ............................................................................................................................................. 66
Lesson 3 ............................................................................................................................................. 67
Lesson 4 ............................................................................................................................................. 77
Returns Management............................................................................................................................ 81
Lesson 1 ............................................................................................................................................. 81
Lesson 2 ............................................................................................................................................. 83
Lesson 3 ............................................................................................................................................. 86
ICT .......................................................................................................................................................... 90
Lesson 1 ............................................................................................................................................. 90
Lesson 2 ............................................................................................................................................. 96
HTML – basics .................................................................................................................................... 98
CSS basics ........................................................................................................................................ 100
Research & Business planning ............................................................................................................. 103
Lesson 1 ........................................................................................................................................... 103
Lesson 2 ........................................................................................................................................... 107
2
, Lesson 3 ........................................................................................................................................... 110
Business Plan Writing .......................................................................................................................... 116
Lesson 1 ........................................................................................................................................... 116
Lesson 3 ........................................................................................................................................... 119
Lesson 4 ........................................................................................................................................... 121
3
, Assortment, buying & merchandising
By Ken Zschocke
Lesson 1
Two types of goods
commodity goods: goods that are needed for life, high share of visitors based, price
comparison, one-time use, no real innovation, standardized goods, no brand value
Specialty: goods that are more special, everything that is not needed to survive.
Long tail: new products entering the market, expiry date, declining demand.
Commodity: Standard, high-volume goods
Internet increases competition -> decreasing margins
Long-tail: Innovative products, smaller volume
Fewer competition -> higher margins
Assortment: many long tail goods > few commodity goods
Merchandising :“Merchandising is any practice which contributes to the sale of products to
a retail consumer. At a retail in-store level, merchandising refers to the variety of products
available for sale and the display of those products in such a way that it stimulates interest
and entices customers to make a purchase.”
Merchandising in ecommerce: An eCommerce retailers “store” is their website–often called a
“webstore”. They face the same challenge: arrange the store in ways that optimize product
sales. But, in a digital store, the merchant’s tools for doing so are different.
What is category management
• `The process of managing a retail business with the objective of maximizing the sales
and profit of a category.`
• Facilitates problem solving
• Centralized responsibility
• Maximized profit (strategic BU’s)
• Deliver consumer value
• Regarded as potential substitutes by Consumer
• IT is a key enabler -> Big Data
• Helps tailoring the product acc. consumer needs
• Offers aimed to provide satisfaction
• Can lead to re-evaluation of Business Processes
4
