E-Marketing: The Marketing Mix By Philip Kopler)

1442 Words3 Pages

2.1. The Marketing Mix
“the

marketing mix”. The main course content will focus on the specifics of the e-marketing compared to the traditional marketing. We will begin by discussing the core marketing mix, insisting on the special issues raised by e-marketing. The second part of the class will focus on the extended marketing mix.
The marketing mix can be synthesized in the expression of “the 4 P’s”, standing for Product, Price, Place and Promotion.
2.1. 1. Product
Product – the first element of the marketing mix – includes investigation and research on the potential customers’ needs in order to be able to develop products to satisfy these needs.
A classic definition of the “product” notion is that of Philip Kotler:
“a product is anything …show more content…

As we already have guessed, the e-marketing opens a new dimension, a new modality to perceive and utilize virtual instruments in order to achieve real goals.
As in classic marketing, the e-marketing product is developed and analyzed after the 3-level model introduced by Kotler. The 3 levels of a product (Kotler) book “Principles of Marketing”
“The core product answers the question “What do consumers buy?” and consists in the services or main advantages sought by consumers.
The actual product is built around the core product and it may have one, several, or all of the following 5: quality, characteristics, style, brand name, packaging. The strategies at this level should ensure that the product offers a differential advantage from the competitors’ products.
The augmented product: comes as the final and most sensitive layer of the total product. It complements the product with additional services and advantages such as after sales service, warranty, delivery terms. In a highly competitive market, it’s the augmented product that makes the difference and is pushing the buying …show more content…

2.1. 3. Place
Traditionally, the place element refers to how an organization will chose to distribute the product / service they are offering to the end user. Efficient distribution is highly important in order to achieve the overall marketing objectives of an organization.
If we take a closer look into the marketing mix, we should notice that the biggest impact of the internet is upon the place element, for the simple reason that the internet has a global reach. Identified major implications of the internet upon the place aspect of the mix are:
Plac e of purchase, for which McDonald and Wilson (2002) identified five options:
Seller-controlled sites: those that are the main site of the supplier company which are e-commerce enabled;
 Seller-oriented sites: controlled by third parties, but represent the seller rather than providing a full range of options;
 Neutral site: independent evaluator intermediaries that enable price and product comparison and will result in the purchase being fulfilled on the target site;
 Buyer-oriented sites: controlled by third parties on behalf of the

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