INTERNET APPLICATIONS IN THE MARKETING MIX
Possible applications of the Internet in the marketing mix are: * Product - Product variety, product customization and product support are three components of the product marketing mix that have been affected by the Internet. Consumers desire expanded choices when e- shopping compared to a bricks-and-mortar experience for products such
In some cases, brick-and-mortar establishments can be eliminated or down- sized. For example, software, music and magazines can go straight to consumers electronically, bypassing all other steps in the traditional distribution channel. Tangible products such as clothes or books require an intermediary step (shipper), but the Internet streamlines the producer-to-consumer channel. Technology can also support product customization at little or no cost to the manufacturer, thus adding a value-added benefit at no cost to either the supplier or consumer. * Placement - The distribution channel can become direct manufacturer-to- consumer, thus eliminating distributors and retailers. * Price - Price savings can arise by employing the Internet. * Promotion - Direct marketing to target markets occurs by allowing consumers to opt-in (and opt-out) to bulletins and newsletters that are self-selected. Customization is achieved through made-to-order technology, with Dell as an example in the computer business. E-marketing can be more cost efficient than other traditional media, although e-ad effectiveness is not fully known. Access to product support is facilitated by the Internet (24/7 access to FAQs, trouble-shooting and even e-support through chatrooms and email). Savings achieved through distribution channel efficiencies can be passed directly to the consumer.
Common topics in this essay:
Internet Consumers,
Price Price,
Promotion Direct,
Product Product,
,
distribution channel,
product support,
marketing mix,
product customization,
|
Acceptance Essays
