Discuss the extent to which the availability of the internet has affected the marketing mix companies are likely to adopt
In recent years, the development of marketing become more diversified, almost all people live in a ‘marketing mix’ world. The marketing mix refers to those elements of a firm’s marketing strategy which are designed to meet the needs of its customers(Chambers and Gray,2008,p.72-78). There are seven aspects of marketing mix such as price, product, promotion, place, people, process and physical environment, and the traditional 4Ps are the former four. With the Internet coming into market, it has clearly a huge influence on marketing mix. This essay will analyze to what extent the internet has impacted on the marketing mix across the 4Ps.
Much of the focus of product strategy research has been directed at the issue of product line management, and in particular, scholars have been interested in identifying the determinants of product line activity(Erin and Barton,1986,p.15). Nowadays, the internet has made products more diversified, it is not convenient for them due to limited numbers or types of products. Customers could not compare products with different shops neither brands. However, the internet has slove the problems to some extent. For instance Amazon, which is one of the most popular online shop, provides much more products, customers can make comparisons between products. Moreover, many small companies may lack of money to advertising in real medias but it is easier to advertise in the internet.
Organizations can promote their brands, services and ideas, in numerous ways. (Clifford and Brian,2004,p.27-30). In real shops, advertisements and leaflets are the most widespread ways to attract public, although they are direct and clear, but not economical for small enterprises. Nevertheless, the situation has changed through the internet. Just...
References: 1,Chambers,I & Gray,D (2008). Business Studies. 4th ed. Pearson Education: Harlow.
2,Paul Ingenbleek, Marion Debruyne, Ruud T. Frambach and Theo M.M. Verhallen (2003). Successful New Product Pricing Practices:A Contingency Approach. Kluwer Academic Publishers. Manufactured in The Netherlands: Kluwer.
3,Clifford S.Barber and Brian C.Tietje (2004). A distribution services approach for developing effective competitive strategies against ‘‘big box’’ retailers. California Polytechnic State University: San Luis Obispo.
4,Dave Chaffey (2007). Toal E-mail Marketing. 2nd ed. Oxford: Elsevier Ltd.
5,Anderson,Erin (1986). Make-Or-Buy Decisions: Vertical Integration and Market Productivity. : ProQuest Information and Learning Company.
Please join StudyMode to read the full document