nowhere has technology had a bigger potential impact than in the standard functions that used to be considered under "distribution decisions." Distribution encompasses all of the activities that need to be performed so that your product's "offering bundle" is transferred productively from you the entrepreneur to the customer who will buy and benefit from the offering. The offering bundle includes not only the entrepreneur's product or service, but all of the ancillary parts of the bundle that help to mold the perception of the end customer. Packaging, how the product is placed on the shelf, what the clerk says and knows about the product, the end user price, how the end customer is treated when she has a problem or a question before or after purchase, and how easy it is for the end customer to evaluate alternative product offerings, are all just some examples of ancillary parts of the offering bundle. The choice of which intermediaries are involved between the neural venture and its final customers and how these intermediaries are managed has a big impact on the offering bundle.