Class 18, 11/10

Session Overview: This lecture focuses on how the 2is and the Internet have influenced distribution. The lecture concludes by showing how various distribution levers fit into the Marketspace Matrix.

Class Preparation Questions:

1. Is the Internet a distribution channel?
2. What are the functions of channel intermediaries?
3. What is disintermediation and what are its implications for channel intermediaries and customers?
4. What are the distribution levers and how do they affect relationships between intermediaries and buyers and sellers?

Group Project

 

Options

 

1. Pick a particular product
   1. Product
   2. Price
   3. Awareness
   4. Commitment

 

2. Take an exiting case
   1. Google.com
   2. Toyota
   3. Yahoo
   4. Mercadolibre.com

 

 

 

 

 

 

 

 

Blog posting

 

 

I need a total of three – choose diferent catagories

 

 

Marketspace Matrix

 

 

0	Awareness	Exploration	Commitment	Dissolution
Product
Price
Communication
Community

What is community?

A set of interwoven relationships built on shared interests, which satisfies members’ needs otherwise unattainable individuality.

Community Criteria

People Criteria > Process Criteria > Culture criteria > Technology