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MERLOT II


    

Learning Exercise


Material: Business Models on the Web
Submitted by: Cathy Swift on Nov 17, 2000
Date Last Modified: Nov 17, 2000
Title: Marketing Mixes for the New Business Model
Description: This exercise teaches students about the new types of business models that have been created by the e-commerce environment. Students are required to compare and contrast the marketing mixes of several of the new models.
Time Required 2 hours
Topics: Business Marketing
Retailing
E-commerce
Course: Business Marketing
Prerequisites Skills: 1. Students need to be familiar with the marketing mix.
2. Students need to understand the changes that have occurred due to the growth of e-commerce.
Learning Objectives: 1. To understand that there have been radical changes in the way that companies conduct business.
2. To develop analysis skills.
Text of Learning Exercise: 1. Read the descriptions of all nine of the business models at this website.


2. Select two of the models that interest you.


3. Examine several of the different forms of these models by accessing the example website.


4. Write a two page typed paper that:


a. Identifies the target market of each of the models.


b. Compares and contrasts the four elements of the marketing mix (product, price, promotion, and distribution) of each of the models.


5. Answer the question: How do these models compare to McCarthy's traditional Marketing Mix model?

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