Content Archetypes.

Content Archetypes

of

Customer Interface Archetypes

October, 2002

Table of Content

Executive Summary ------------------------------------------------------------------ i

1

Introduction -------------------------------------------------------------------------------------1

1

1.1

Purpose ----------------------------------------------------------------------- 1

1.2

Method ----------------------------------------------------------------------- 1

1.3

Limitation -------------------------------------------------------------------- 1

2

Content Archetypes ---------------------------------------------------------------------------2 - 4

2

2.1

Offering ascendent --------------------------------------------------------- 2 -3

2.2

Information Dominant ------------------------------------------------------ 4

2.3

Market Dominant ----------------------------------------------------------- 4

3

Importance Attributes of Superstore ------------------------------------------------------5-6

3

3.1

Uniqueness ---------------------------------------------------------------- 5

3.2

Strength -------------------------------------------------------------------- 6

3.3

Limitation ------------------------------------------------------------------ 6

3.4

Improvement -------------------------------------------------------------- 6

4. Information Dominant - Washingtonpost.com ---------------------------------------7-8

4

4.1

Dimension of Washingtonpost.com Content ------------------------- 7-8

(i) Offering Mix -------------------------------------- 7

(ii) pull Mix --------------------------------------- 7-8

(iii) Multimedia Mix ---------------------------------- 8

(iv) Content Type ------------------------------------- 8

5 secern to Fit Information-Dominant ------------------------------------------------ 9-11

5

5.1

Evaluations and Comparisons ------------------------------------------9-10

5.2

Success Story of Washingtonpost.



com --------------------------------10-11

6

Conclusion -------------------------------------------------------------------------------------- 12

7

References -------------------------------------------------------------------------------------- 13

8

Appendix ---------------------------------------------------------------------------------------- 14

i

Executive Summary

The purpose of this storey is to determine the differences between each of the content archetypes and to gain much knowledge near the dimension of its content.

There are five content archetypes: Superstore, Category Killer, distinguishing characteristic Store (offering-dominant), information dominant and the market dominant.

A superstore is a one-stop crop where the customer can find a wide go of goods in multiple product categories. The site is commonly nonionic by product categories and subcategory.

The dimension of content consists of offering mix, draw in mix, multimedia mix and content type. Most of the websites consists of these 4 dimensions to actualize the content more attractive and to achieve their e-business.

1

1 Introduction

1.1 Purpose

The purpose of this report is to determine the differences between each of the content archetypes and to gain more knowledge about the dimension of its content.

1.2 Method

In order to complete this report, accessing the website has to be...

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