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TRANSCRIPT
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The Internet and the marketing mix
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The 4Ps and the 4Cs
Product
Price
Place
Promotion
Customer needs
and wants
Customer
convenience
Communications
with
company
Cost
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The elements of the marketing mix
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Product
The element of the marketing mix that involvesresearching customers needs and developing
appropriate products
Core product The fundamental features of the product that meet the
users needs.
Extended product
Additional features and benefits beyond the core
product.
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Product
Options for varying core product
Options for changing the extended product
Conducting research online
Velocity of new product development
Velocity of new product diffusion
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Options for varying core product
Adding digital value to the customers
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Options for varying core product
By offering additional information or transaction services
to existing customer base
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Options for varying core product
By addressing needs of new customer segments by
repacking current info or by creating new business
proposition using internet
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Options for varying core product
By attracting customers to generate new sources of
revenue or sales of complementary products
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Options for changing the extended product
Additional elements beyond the core
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Extended product options
Add-on services gift wrapping @ Amazon
Endorsements
Awards Testimonies
Customer lists
Customer comments
Warranties Guarantees
Money back offers
Customer service (see people, process and physical evidence)
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C
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Conducting research online
Customers perceptions of products/services
Online focus groups Online surveyCustomer feedback Web logs
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http://images.google.co.in/imgres?imgurl=http://www.coolavenues.com/images/jim-campus.jpg&imgrefurl=http://www.coolavenues.com/mbasp/jim-dean-1.php&usg=__3lxLXcAy9vxSmtyu0emMd_kEe-Q=&h=260&w=391&sz=39&hl=en&start=1&um=1&tbnid=7RXLXFGAZQcTzM:&tbnh=82&tbnw=123&prev=/images%3Fq%3Djim%2Bnoida%26hl%3Den%26um%3D1http://images.google.co.in/imgres?imgurl=http://www.coolavenues.com/images/jim-campus.jpg&imgrefurl=http://www.coolavenues.com/mbasp/jim-dean-1.php&usg=__3lxLXcAy9vxSmtyu0emMd_kEe-Q=&h=260&w=391&sz=39&hl=en&start=1&um=1&tbnid=7RXLXFGAZQcTzM:&tbnh=82&tbnw=123&prev=/images%3Fq%3Djim%2Bnoida%26hl%3Den%26um%3D1 -
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Velocity of new product development
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Velocity of new product diffusion
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Price
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P i
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Price
Increased price transparency &
differential pricing
Downward pressure on price
New pricing approaches
Alternative pricing structures
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Increased price transparency & differential
pricing
D d i
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Downward pressure on price
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New pricing approaches
Forward auction
are electronic auctions, which can be used by sellers to sell their
items to many potential buyers
Items are commonly placed at a special site for auction
(e.g. eBay.com).
Buyers can continuously bid for the items they are interested in.
Eventually the highest bidder wins the item.
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New pricing approaches
reverse auction
is a type of auction in which
the roles of buyers andsellers are reversed
In a reverse auction, sellerscompete to obtain business,
and prices typically decrease
over time.
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Alternative pricing
structures
Payment per use
Renal at a fixed cost/month
Bundling
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Place
Where from to be purchased online
Company site
Third party site
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Place
Place of purchase
New channel structures
Channel conflicts
Virtual organizations
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place of purchase
Seller-controlled sites
are those that are the main site of the supplier company which aree-commerce enabled.
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place of purchase
Seller-oriented sites
are controlled by third parties, but are representing the seller ratherthan providing a full range of options.
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place of purchase Neutral sites
are independent evaluator intermediaries that enable price and
product comparison and will result in the purchase being fulfilled on
the target site.
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Evans and Wurster view of place
Reach.
This is the potential audience of the e-commerce site. Reach can beincreased by moving from a single site to representation with a
large number of different intermediaries.
Richness.This is the depth or detail of information which is both collected about
the customer and provided to the customer. This is related to theproduct element of the mix.
Affiliation.This refers to whose interest the selling organisation represents
consumers or suppliers. This particularly applies to retailers. Itsuggests that customers will favour retailers who provide them with
the richest information on comparing competitive products.
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N h l t t
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New channel structures
Disintermediation
Reintermediation
Countermediation
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Channel conflicts
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Forms of channel
A communication channelonly.
A distribution channel tointermediaries
.
A direct sales channel tocustomers.
Any combination of theabove.
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Strategic Options
No internet sales
Internet sales by resellerInternet sales by
manufacturer
Internet sales by all
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Virtual organizations
Autoresponders. These automatically generate a response when ail i ti b it li f
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company e-mails an organisation, or submits an online form.
E-mail notification. Automatically generated by a companys systems toupdate customers on the status of their order, for example, order received,
item now in stock, order dispatched.
Call-back facility. Customers fill in their phone number on a form andspecify a convenient time to be contacted. Dialling from a representative inthe call centre occurs automatically at the appointed time and the companypays which is popular.
Frequently Asked Questions (FAQ). For these, the art is in compiling andcategorising the questions so customers can easily find (a) the questionand (b) a helpful answer.
On-site search engines. These help customers find what theyre looking forquickly and are popular when available. Site maps are a related feature.
.