Power Point and use the note section to explain powerpoint 20-30 Slides
Which Lever should be used?
- Choose levers to Effect a 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 consumer 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
eBay’s Application of the Marketspace Matrix (1998-99)
- Once eBay had advanced a significant number of users into the exploration/ expansion phase, the firm needed to focus on sustaining commitment.
- As the firm’s needs changed, so did its Marketspace Matrix
Awareness
- Began first major advertising campaign in late 1998
- Radio and print campaign with “You might not just find it on eBay” slogan
- Strategic alliances with AOL.com and the now defunct Go.com
- Sponsored auction of famous memorability for free media exposure
Exploration/ Expansion
- Added new attributes and features
- Offered complementary services
- Improved existing services
- Improved ecxisting services
- Unbalanced community offerings
- Forums where verteran
Commitment
- Community enabling remains a constant product lever to advance user to and sustain commitment
- Loyalty program where seller can earn “Power Seller”
Dissolution