2 Conditions to Become Trusted Agent for a Company

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Tutorial 3 Chapter 3 Question 4 1. Explain two conditions that are important for companies to become trusted agents. The two conditions that are important for companies to become trusted agents are transparency and commoditization. Firstly, transparency can be defined as interactive technologies make it virtually impossible for companies or individuals to hide disingenuousness. In this twentieth-century, the advance of technologies will apparently disclose all the practices that done by each individuals. Trusted agents must always make sure they have responsible to focus on customers’ needs and behave themselves in a fair manner. In short, the way of trusted agents doing must be fair and consistent for every customer. Secondly, commoditization refers to Internet technologies have made products easier than ever to find, compare, and purchase, so companies must offer something more for competitive advantage. Traditional marketers have always viewed customers through the lens of “Which product are we trying to sell?” Accordingly, in the old economy, a key driver of value was the “rent” producers of products could extract—derived from restricted information flows, brand “uniqueness,” and other high-friction elements. In this twentieth-century, the Internet and computer technology have dramatically reduced the friction that used to characterize the exchange of information. Eventually, products are becoming more and more like interchangeable commodities, which thereby put the squeeze on rents. The more relevant companies meet customers’ needs, the more rent-producing than specific products. Nowadays, customers are not looking for products as much as they are searching for experiences or solutions to problems. On the contrary, customers are actually looking to meet needs, not just purchase products. Consequently, value propositions that companies have to

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