11.12.08
Community:
Customer attributes and Product attributes: Pursue and Creation
Distribution(3 types of flow): information, funds, materials
Internet decreases coordination cost
If customer can go directly to manufacturers then the middleman… retail channel… is eliminated [disintermediation]àcreates potential for channel conflict
11.17.08
Nike strategy:
What is brand? “Name, term, sign, symbol, design” websites can be brands too, ebay is a great example
Brand is important in all these aspects: distribution, price, product, community, communication
Internet increases clutter and brand reduces clutter
Branding conclusion: reflection of outcomes, enhance effectiveness
11.19.08
Principles for market space matrix design
Which lever should be used?
-chose levers that can effect change
-determine which levers have the most leverage
-consider barriers to advancement
-consider the medium’s effect on desired behavior
-level of involvement matters
-understand customer learning trends
-credibility of the channel matters
-the choice of levers must be consistent with positioning choice
-the medium can be the message – or the product
-matrix design must be adaptive
Distribution levers and the four key stages of customer relationships
Awareness: intermediaries, channels/intermediary type
Exploration/Expansion: degree of channel integration
Commitment: intermediary functions and responsibilities
Dissolution: elimination of channel types, reduction in number of intermediaries/channel integration
Four categories of principles for level selection
-which levers are customers most responsive to?
-which levers are least likely to generate a competitive response?
-which levers work best together?
-which levers are consistent with strategy?
Level selection with the Marketspace Matrix?
1: Base the levers on consumer behavior
2. choose levers to effect change
3. measure the impact of each lever
4. overcome barriers to advancement
5. anticipate your competitors’ likely responses
6. build on your firm’s skills and resources
7. look for interaction effects
8. integrate across levers
9. levers create the position
10. focus on superior customer value