Studii de Caz Modelul Publicitar

8/10/2019 Studii de Caz Modelul Publicitar

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YAHOO!

Who We Are

Founded in 1994 by Stanford Ph.D. students David Filo and Jerry Yang, Yahoo! began as a hobby and

has evolved into a leading global brand that has changed the ay eole co""unicate ith eachother, conduct transactions and access, share, and create infor"ation. #oday, led by an e$ecutive tea"that includes %&' and %hief Yahoo Jerry Yang, President Susan Dec(er, %hief Financial 'fficer)la(e Jorgensen, and %o*Founder+%hief Yahoo David Filo, Yahoo! nc. has beco"e the orld-slargest global online netor( of integrated services ith "ore than // "illion users orldide. #heco"any is head0uartered in Sunnyvale, %alifornia, ith a resence in "ore than / "ar(ets andregions around the globe.

What We Do

Yahoo! oers and delights our co""unities of users, advertisers, and ublishers * all of us united increating indisensable e$eriences, and fueled by trust.

How We Make a Difference

Yahoo! is also co""itted to e"oering its users and e"loyees through rogra"s, roducts, andservices that insire eole to "a(e a ositive i"act on their co""unities. Yahoo! for 2oodconnects eole ith causes through our roducts and services, as ell as through artnershis ithnonrofits such as 2lobal 2reen, 3etor( for 2ood, and Donors%hoose. Yahoo! also channels thegenerosity of its e"loyees through the Yahoo! &"loyee Foundation, a grassroots hilanthroicorganiation that brings together the talents, ti"e, and financial resources of Yahoo! e"loyees. #hefoundation has given "illions of dollars in grants to organiations around the orld.

How It All Started...

#he to founders of Yahoo!, David Filo and Jerry Yang, Ph.D. candidates in &lectrical &ngineering atStanford 5niversity, started their student hobby in a ca"us trailer in February 1994 as a ay to (eetrac( of their ersonal interests on the nternet. )efore long they ere sending "ore ti"e on theirho"e*breed lists of favorite lin(s than on their doctoral dissertations. &ventually, Jerry and David-slists beca"e too long and unieldy, and they bro(e the" out into categories, then subcategories6andthus the core concet behind Yahoo! as born.

#he 7eb site started out as 8Jerry and David-s 2uide to the 7orld 7ide 7eb8 but eventually receiveda ne "oni(er ith the hel of a dictionary. #he na"e Yahoo! is an acrony" for 8Yet nother:ierarchical 'fficious 'racle,8 but Jerry and David insist they selected the na"e because of itsdefinition; 8rude, unsohisticated, uncouth.8

)efore long, hundreds of eole ere accessing their guide fro" ell beyond the Stanford trailer.Yahoo! celebrated its first "illion*hit day in the fall of 1994, translating to al"ost 1//,/// uni0uevisitors. n ril 199, Se0uoia %aital agreed to fund Yahoo! ith an initial invest"ent of nearly oogle, a veteran of ?otorola and an alu"nus of theStanford engineering deart"ent, as chief e$ecutive officer and Jeffrey ?allett, founder of 3ovell-s7ordPerfect consu"er division, as chief oerating officer. #hey secured a second round of funding inthe Fall 199 fro" investors =euters @td. and Softban(. Yahoo! launched a highly*successful P' inril 199A ith a total of 49 e"loyees.
http://brand.yahoo.com/forgood/http://brand.yahoo.com/forgood/


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nd the rest is history63o, "ore than ten years later, Yahoo! continues to gro its talent andaudience ith 1,/// Yahoos Be"loyeesC and "ore than // "illion uni0ue visitors.

Intrebari frecvente

7here is Yahoo! stoc( tradedYahoo! is traded on the 3asda0 under the tic(er sy"bol Y:''.

7ho are the financial analysts that follo Yahoo!n entire list of research analysts that follo Yahoo! can be found on the Yahoo! =esearchnalysts age of Yahoo!-s nvestor =elations 7eb site athtt;++.yahoo.co"+info+investor+.

:o can contact Yahoo! nvestor =elationsYou can send an e"ail to the nvestor =elations deart"ent by filling out the for" here.

7hat as the oening rice of Yahoo!-s stoc( on the day of the P'


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7hen as Yahoo! createdJanuary 1994

7hen as Yahoo! incororated?arch 199

7hen did Yahoo! go ublicril 199A

7here are Yahoo!-s cororate head0uartersYahoo! nc./1 First venueSunnyvale, % 94/G9Phone; 4/G*E49*EE//Fa$; 4/G*E49*EE/1

7hat does Yahoo! stand for

Yahoo! is an acrony" for Yet nother :ierarchical 'fficious 'racle.

7hat are the core co"onents of Yahoo!-s businessYahoo! is the "ain destination on the 7eb for consu"ers and "ar(eters, roviding a iderange of roducts and services that fall ithin the folloing four core illars. #hese illars arethe foundation for the ne$t generation of the 7eb, roviding our users the oer to connect,co""unicate, and create, gather and share infor"ation online.

%ontent; ccess it, ersonalie it, contribute to it

Search and ?ar(etlace; @ocate and dislay any and everything

%o""unity; &"oer users to e$ress and connect, enable eole and infor"ation tointeract

Personaliation; 7hat, ho, hen and here users ant Yahoo!

Rapoarte anuale

htt;++yhoo.client.shareholder.co"+annuals.cf"

INTREARI

%are sunt beneficiile si li"itarile "odelului de afaceri de ti Publicitate

%u" oate fi e$licat suucesul raid in crearea unui brand global

%u" difera Yahoo de afacerile traditionale de co"unicare in "asa Bradio, televiiune,

tiarituriC n ce "od difera "odelul de afaceri al Yahoo de cel al 2oogle

MONSTER.COM

?onster, head0uartered in ?aynard, ?ass., is the leading global careers ebsite, recordingover 44.1 "illion uni0ue visits during the "onth of 3ove"ber // according to indeendentresearch conducted by +P='. ?onster connects the "ost rogressive co"anies ith the

"ost 0ualified career*"inded individuals, offering innovative technology and sueriorservices that give the" "ore control over the recruiting rocess. #he ?onster global netor(
http://yhoo.client.shareholder.com/annuals.cfmhttp://www.monster.com/http://yhoo.client.shareholder.com/annuals.cfmhttp://www.monster.com/


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consists of local content and language sites in the 5nited States and over / courntries.Source; ?onster.co"K

Founded in 19A, ?onster 7orldide, nc. Bfor"erly #?P 7orldide nc.C is the onlinerecruit"ent leader and the arent co"any of ?onster, the leading global careers ebsite.

?onster 7orldide is also the arent co"any of #?P 7orldide dvertising H%o""unications, one of the orld-s largest =ecruit"ent dvertising agency netor(s, and#?P 7orldide Directional ?ar(eting, the orld-s largest Yello Pages advertising agencyand a rovider of direct "ar(eting services. :ead0uartered in 3e Yor( ith aro$i"ately4,// e"loyees in 19 countries, the %o"any-s clients include "ore than 9/ of the Fortune1// and "ore than 49/ of the Fortune // co"anies.

CRAIGSLIST

Founded in 1995 by Craig Newmark in San Francisco, CRAIGSLIST is anunconen!iona", down#!o#ear!$ web si!e wi!$ a mission o% &roiding a

!rus!wor!$y, e'cien!, re"a!ie"y non#commerica" &"ace %or &eo&"e !o (nd a"" !$ebasics in !$eir "oca" area) T$e si!e o*ers "oca" communi!y c"assi(eds and %orums%ree !o indiidua"s) I! $and"es more !$an 5 mi""ion c"assi(ed ads and 1 mi""ion%orums &os!ings eac$ mon!$ in 1+5 "oca" craigs"is! si!es !$roug$ou! !$e S and-. coun!ries wor"dwide) In Augus! /00., eayac2uired a /5 &ercen! owners$i&s!ake in craigs"is!)

%e factori au contribuit la devoltarea oularitatii LcraigslistM

Prin ce difera LcraigslistM de e)ay

%are este "odelul de afaceri al LcraigslistM

%u" oate "ica ublicitate traditional concura cu LcraigslistM

GOOGLE

Goog"e3sinnoa!ie searc$ !ec$no"ogies connec! mi""ions o% &eo&"e around !$ewor"d wi!$ in%orma!ion eery day) Founded in 1994 by S!an%ord $)6) s!uden!sLarry age and Sergey rin, Goog"e !oday is a !o& web &ro&er!y in a"" ma7org"oba" marke!s) Goog"e3s !arge!ed ader!ising &rogram, w$ic$ is !$e "arges! and%as!es! growing in !$e indus!ry, &roides businesses o% a"" si8es wi!$ measurab"eresu"!s, w$i"e en$ancing !$e oera"" web e&erience %or users) Goog"e is$ead2uar!ered in Si"icon :a""ey wi!$ o'ces !$roug$ou! Nor!$ America, ;uro&e,

and Asia)

http!""www.#oo#le.co$"corporate"http://www.google.com/corporate/tenthings.html

http!""www.#oo#le.co$"corporate"fact%.ht$l

http!""www.#oo#le.co$"corporate"hi%tor&.ht$l

http!""www.#oo#le.co$"technolo#&"inde'.ht$l

GOOGLE SERVICES AND OOLShttp!""www.#oo#le.co$"option%"inde'.ht$l

(publicitate prin #oo#le) http!""www.#oo#le.co$"intl"en"ad%"

http!""www.froo#le.#oo#le.co$"froo#le"about.ht$l

cataloa#e #oo#le! http!""catalo#%.#oo#le.co$"#oo#lecatalo#%"catalo#*vendor%.ht$l

#oo#le tour!http!""www.#oo#le.co$"tour"%ervice%"inde'.ht$l

DE +ITIT!Users, Not Money: the Google Business Model
http://www.monsterworldwide.com/http://www.craigslist.org/http://digitalenterprise.org/cases/ebay.htmlhttp://www.google.com/http://www.google.com/corporate/http://www.google.com/corporate/tenthings.htmlhttp://www.google.com/corporate/facts.htmlhttp://www.google.com/corporate/history.htmlhttp://www.google.com/technology/index.htmlhttp://www.google.com/options/index.htmlhttp://www.google.com/options/index.htmlhttp://www.google.com/intl/en/ads/http://www.froogle.google.com/froogle/about.htmlhttp://catalogs.google.com/googlecatalogs/catalog_vendors.htmlhttp://www.google.com/tour/services/index.htmlhttp://www.google.com/tour/services/index.htmlhttp://www.monsterworldwide.com/http://www.craigslist.org/http://digitalenterprise.org/cases/ebay.htmlhttp://www.google.com/http://www.google.com/corporate/http://www.google.com/corporate/tenthings.htmlhttp://www.google.com/corporate/facts.htmlhttp://www.google.com/corporate/history.htmlhttp://www.google.com/technology/index.htmlhttp://www.google.com/options/index.htmlhttp://www.google.com/intl/en/ads/http://www.froogle.google.com/froogle/about.htmlhttp://catalogs.google.com/googlecatalogs/catalog_vendors.htmlhttp://www.google.com/tour/services/index.html


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http://ecorner.stan!or".e"#/a#thor$aterialIn!o.html%mi"&'()'*a#thor&+,(How Does Google Actually Make Money?-

http://e"corner.stan!or".e"#/In"iRec%mi"&','*a#thor&'01

Intrebari

%are este rinciiul de baa al strategiei 2oogle de a do"ia iata "otoarelor de

cautare

%u" difera 2oogle de alte "otoare de cautare "aNore %e este Page=an( De c ear utea sa roduca reultate "ai bune din inde$ul de

cautare %are sunt li"itarile acestei "odalitati de cautare %e fel de "odele de afaceri utilieaa 2oogle

SALON:

CBS MARKETWATCH:
http://ecorner.stanford.edu/authorMaterialInfo.html?mid=1531&author=205http://ecorner.stanford.edu/authorMaterialInfo.html?mid=1531&author=205


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