eBay is the forerunner to the Internet classifieds. They have taken the traditional classified section of local, national, and international newspapers and trade magazines from every corner of the world and created an Internet version accessible for all to see and use on the World Wide Web. With the help of the Internet, they have brought markets together by offering millions of sellers the opportunity to sell their products to millions of potential buyers. With eBay's auction style selling, the buyers manipulate the pricing initially set by the seller and adjust the final selling price based on what the market will bear. For now, eBay has successfully branded its name and is the premier auctioneer of choice for millions of buyers and sellers. However, eBay is faced with many challenges as it struggles to define the strategies for the next phase of growth.
             At year-end December 31, 2001, eBay's business has grown to $748.8 million in net revenues and net income to $90.4 million, representing a 74% annual growth. eBay currently has 42.4 million registered users, a level representing an 88% increase over the 22.5 million users reported at the end of the fourth quarter 2000. The incredibly rapid growth of the Internet market that no other mass medium in history ever experienced is attracting fierce competitors such as Amazon.com and Yahoo! as well as new startups. In order to maintain its competitive edge and continue its growth, eBay will need to identify new marketing strategies and guide the organization into executing these strategies effectively.
             eBay's success can be attributed to several key factors. First, eBay has established itself as a community, creating a bond amongst its users; which differentiates eBay from other major competitors. The services it offers are available twenty-four hours a day, seven days a week, bringing people from all walks of life together into one central marketplace. Secon...