Another interesting shift related to markets is the advent of metamarkets and meta-mediaries. A metamarket is a cluster of closely related goods and services that center
around a specific consumption activity. A metamediary provides a single access point
where buyers can locate and contact many different sellers in the metamarket . Assume
for example that you are engaged to be married. . How many different buying decisions
will you and your fiancé have to make in the coming months? How many newspaper
ads, websites, and magazines will you explore? Although the businesses and decisions
are diverse, they all converge on the single theme of wedding planning. This is the driving principle behind a metamarket . Exhibit 1.3 shows examples of common metamarkets
and metamediaries. Although customers don’t use these terms, they fully understand the concept of finding information and solutions in one place . For example, iVillage
(www.ivillage.com) has become the Internet’s preeminent metamediary with respect to
women’s issues. One of its most popular sections deals with pregnancy and parenting,
which has become the first stop for many anxious parents in need of advice. metamedi-aries like iVillage fulfill a vital need by offering quick access and one-stop shopping to a wide variety of information, goods, and services.
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