For further research (groups): Consumer-generated value is one of the big marketing stories today. In addition to sharing in the creation of advertising and submitting ideas for new products, some consumers also participate in the marketing value chain.

For example, at the T-shirt design site Threadless.com, visitors vote on their favorite styles and the company only manufactures the most popular choices. Other sites like Groupon pool potential customers so that all participants get a sizeable discount on a product or service because they offer a volume purchase to the merchant.

As a group, devise a new approach to this kind of grouporiented purchasing. Create a simple marketing strategy that integrates the 4Ps:

Describe how you would promote the site, where you would sell it, how you would price it, and what you would sell. Prepare a short presentation that summarizes the current status of group purchasing and illustrates how your idea fits within this framework.