Class 19 – 11/12

Class 19: Designing a Marketspace Matrix – 11/12

Lecture (Notes posted on web)

Session Overview: This lecture ties all of the marketing levers (product, pricing, communication, community and distribution) into the Marketspace Matrix, and shows how students can use the Marketspace Matrix to design a marketing plan.

Class Preparation Questions:

1. What is a buyer-seller relationship? How can it vary?
2. Why is integrated lever selection important in a marketing plan?
3. How did eBay’s application of the Marketspace Matrix change over time?
4. What are the four categories of principles for lever selection?

What the key principles for lever selection within the Marketspace Matrix?

1. Interactive TV. It could open doors for marketers to sell tv certain products.

 

 

 

Movie revenue sources

 

2. Tickets
3. Advertising
4. Video (DVDs)
5. If the technology to sell on movie is made available, this could also be an additional source of revenue.

 

 

 

What do you need for a community online?

 

6. Volume
7. Interactivity
   • You need topics that interest people
   • Create some sort of passion (motivation)

 

 

 

The Community Application Model

 

 

Purpose

Community

Creation

Consumer Attributes

Product Attributes

Consumer attributes are behavioral

Product attributes are emotional

Interactivity makes internet different than traditional marketing media.

In an online community the user is the one that creates the content.  The more things that the user do, the less thing that a company has to do.

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Distribution

 

 

The internet and distribution

 

How has it changed the world?

 

Coordination costs has been reduced tremendously

 

 

Historically information flowed from the company to the customer. Today information can flow easily both ways.

 

What is distribution?

 

Getting products to consumers

 

 

 

1. Flows of goods

 

2. Flows of funds

 

3. Flows of information