Creating Customer Value in a Digital Environment

This activity is important because consumers and companies interact in multiple environments, in both the traditional marketplace and the digital marketspace. Marketing managers must understand how to use the digital marketspace to create value for consumers beyond that which they could have created in the traditional marketplace alone.

The goal of this activity is to demonstrate your understanding of the four different forms of value$-$creating utility in a digital marketspace context: time utility, place utility, form utility, and possession utility.

Select the most appropriate utility for each of the eight scenarios below.

Midwest Meijer$-$Meijer stores have great sales but are only located in the U$.$S$.$ Midwest. Fortunately, Lesley, who lives in Florida, was able to find the exact Razor scooter that her daughter wanted on sale at

meijer.com.

$1$

Cheap Sleep$-$Janelle has a limited budget but needs to book a hotel room for her college roommate's wedding. She visits

priceline.com to compare rates and confirm her reservation at the lowest price possible.

Night Nurse$-$Janet just switched to the overnight shift at the hospital. Since she is asleep when most retail stores are open, she does most of her shopping online at $8$:$00$ PM$,$ when she wakes up to start her day.

$1$

Baby Shower$-$Veronica is throwing a baby shower for her sister Sarah and wants edible favors. To find the perfect chocolate treat, she visits

mymms$.$com and creates customized bags of pink M&Ms printed with the baby's name.

I

Multiple Methods$-$Samuel loves high$-$quality clothing and spends a lot of money on

Nordstrom.com. One of the things he loves about the website is the fact that it accepts multiple payment methods, including credit, debit, and PayPal.

No Place Like Home$-$Fred moved from Maine to Arizona recently. What he misses the most about living in New England is the fresh seafood. To satisfy his craving, he places an order for live Maine lobsters on

lobstersnewengland.com.

Create Cleats$-$Henry worked tirelessly to make a premier club soccer team in his region. To celebrate his achievement, his mom