a second value perspective is market value. Market value is about presenting an attractive assortment of product at the right time and place to realize effectiveness. Market value focuses on achieving economy of scope in product/service presentation. The creation of multimerchant shopping malls, large-scale mass-merchandising retail stores, and multivendor Internet fulfillment operations are all initiatives to achieve market value. The customer's take-away in terms of market value is convenient product/service assortment and choice