Disintermediation as a Marketing Trend

Paper Summary:

Today, a new "virtual culture" is emerging that transcends local and regional cultural boundaries. This virtual culture is both being generated and sustained through the application of new technologies. Proponents of such a virtual transcendence tend to exhibit a form of cyberspace ethnocentrism, which has been termed "cybercentrism". While the advocates of such a virtual culture emphasize its advantages for the typical consumer, critics point to the negative consequences this process is having on the digital have-nots. This paper provides an overview and analysis of the trends in marketing that are making important changes in the way products and services are researched, developed, designed, manufactured, packaged, advertised and ultimately brought to market and sold, followed by a summary of the research in the conclusion.

From the Paper:

"Prior to the introduction of e-commerce, consumers were largely restricted in their shopping options to brick-and-mortar establishments, catalog sales, farmers markets and traveling salesmen. However, even small business can now effectively compete with the larger corporations on almost every level. The advantages provided by e-commerce mean that it may be possible to offer products and services at lower prices, or to offer products and services that could not be offered before because of the change in cost dynamics. Taylor notes that these processes are not being applied to automobile manufacturing as well. Citing J.D. Power III (founder of the consulting company that bears his name): "Car dealers may go the way of other local retailers in groceries, home appliances, travel, and a host of other businesses." "

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