INTERNET APPLICATIONS IN THE MARKETING MIX essays

INTERNET APPLICATIONS IN THE MARKETING MIX essays 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 as books, music and even clothing. Customization is achieved through made-to-order technology, with Dell as an example in the computer business. Access to product support is facilitated by the Internet (24/7 access to FAQs, trouble-shooting and even e-support through Placement - The distribution channel can become direct manufacturer-to- consumer, thus eliminating distributors and retailers. 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. Price - Price savings can arise by employing the Internet. In some cases, brick-and-mortar establishments can be eliminated or down- sized. Savings achieved through distribution channel efficiencies can be passed directly to the consumer. 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 Promotion - Direct marketing to target markets occurs by allowing consumers to opt-in (and opt-out) to bulletins and newsletters that are self-selected. E-marketing can be more cost efficient than other traditional media, although e-ad effectiveness is not f ...