The Marketing Mix

E- MarketingMM 3142

Group No 04

Group Members

D.T.S.Abeywardhana

10/MS/003

M.P.D.S.Ananda

10/MS/004

H.B.M.W.Bandara

10/MS/137

O.T.M.W.A. Bandara

10/MS/138

P.B.Balasooriya

10/MS/136

K.N.S.Jayasekara

10/MS/178

After this presentation you will be able to…..

• Explain e-marketing mix and e-marketing mix

elements

• Discuss about mixing the mix online

• Discuss e-product, e-branding, e-price, e-place

and e-promotion

• Explain physical evidence and people in the

online context

Content….1. Defining marketing and e-marketing

2. The e-marketing mix

3. The elements of e-marketing mix3.1 7P’s

4. Mixing the Mix online

5. E- Product

5.1 Product in the online context

6. E- Branding6.1 Online Branding Options

7. E- Price

7.1 Online pricing Strategy

7.2 Advantage of online pricing

7.3 How to produce revenue online

8. E- Place

8.1 Placing in the online context

8.2 Evolution of new channel structure

9. E- Promotion

9.1 Promotion in the online context

9.2 Integrated Marketing communication

9.3 Online promotional tools

10. People

10.1 People in the online context

10.2 Options for replacing people

11. Physical evidence

11.1 In an online context, usability of the website

1. DEFINING MARKETING AND E-MARKETING

• Marketing“ Marketing is an organizational function and a set of

processes for creating, communicating, and

delivering value to customers and for managing

customer relationships in ways that benefit the

organization and its stakeholders.”

(American Marketing Association)

• E-Marketing

Achieving marketing objectives through the use of any

electronic communications technology.

2. THE MARKETING MIX

• In 1963 Bartels said: “a marketer is like a chef in a kitchen … a mixer of ingredients”

• Variables used to define key elements of marketing

strategy

• From the 4Ps of Jerome McCarthy to the 7Ps of Booms

and Bitner sometimes referred to as the services mix

– 4Ps – Product, Price, Place, Promotion

– 7Ps – add People, Processes and Physical Evidence

3. THE ELEMENTS OF THE MARKETING MIX

Source: Kotler & Keller, 2012

• Which variables are important for the ideal

customer?

Ex: - Price and Quality?

- Product

• You need to decide on target market first and do

the research on the mix online

• Remember the mix is not generic for all customers,

but for segments

4. MIXING THE MIX ONLINE

5. E-PRODUCT“ E-product is anything that can be offered to a market to

satisfy customer wants and needs by using electronic

medias”

• Core product

- The fundamental features of the product that meet the user’s needs.

• Extended product

- Additional features and benefits beyond the core product.

“E-product allow you to sell product such as mp3, e-book, pdf,…etc.”

5.1 Product in the online context

• Internet creates new products/ services

1) online Travel Agents

2) E-Books

5.1 Product in the online context (cont.)

• Existing products can extend its offering by

using internet

- Click &motor Companies

6. E-BRANDING

Brand - Typically defined as a name, logo or symbol that helps one identify a company’s products or services

- Customers’ experience can be considered part of its brand

Internet-only businesses must develop a brand that customers trust and value

6.1 Branding in the online context

• The Internet makes it difficult to protect a brand from misuse

- Rumors and customer dissatisfaction can spread quickly

- It is not difficult for people to use other companies’ logos on their sites or products illegally

• Companies can attempt to protect their brands

- Hiring people to surf the Web and look for news, rumors and other instances of brand abuse

- Brand monitoring activities can be outsourced to companies such as eWatch and Net Currents

1. Migrate traditional brand online.

2. Extend traditional brand to online.

3. Partner with existing digital brand.

4. Create a new digital brand.

6.2 Online brand options

7. E-PRICE

Online pricing is the amount of money charged

for a product or service using by electronic device

7.1. Online pricing strategy

1) Fixed pricing (similar to offline pricing strategy)I. Price leadership

II. Promotional pricing

2) Dynamic pricing (Internet-enabled pricing)I. Auctions

II. Segmented pricing (geographic or based on customer

profile)

1) Richness

(depth and detail of information)

2) Increase price transparency

3) Removal of intermediaries

4) Competitive pricing strategy for virtual

organizations

(reduction of warehousing cost, staff cost etc.)

7.2. Advantages of online pricing

1) Purchase

2) Rental or subscription

3) Pay per use

4) Online advertising sales

(banners, pop-ups)

7.3. Many ways to produce revenue online

8. E-PLACE

Different between traditional marketing place

and online place

In traditional marketing In an online context

Difficulty to quick access Quickly Reach

Can select physically Can’t select physically

Physical location Virtual organization

1) Disintermediation - removal of intermediaries

2) Reintermediation - reintroduction of an intermediary

3) Countermediation - creation of new intermediary

8.2. Evolution of new channel structure

9.E- PROMOTION

9.1. Integrated Marketing Communication (IMC)

Advertising (broadcast, print, outdoor)

Sales promotion (prizes, gifts, contests)

Personal selling (face-to-face or voice-to-voice)

Public relations (relationship & communication

with important “publics”)

Direct marketing

Sponsorship

• Strategies to make the consumer aware of the

existence of a product or service, not just advertising

Feedback forms

Content (tip of the day)

Online chat

Coupons

9.3. Online Promotion tools

10. PEOPLE

People are an essential ingredient in service

provision; recruiting and training the right staff is

required to create a competitive advantage.

Customers make judgments about service provision

and delivery based on the people representing your

organization.

1) Auto responder

2) E-mail notification

3) Frequently asked questions (FAQ)

4) On-site search engine

5) Virtual assistant

10.1. Options for replacing people

11. Physical Evidence

• Physical Evidence is the element of the service mix

which allows the consumer again to make judgments

on the organization.

• The ambience, mood or physical presentation of the

environment

Visibility of the system status

Aesthetic & minimalist design

Consistency & standards

Ease of navigation

11.1. In online context, usability of the website

Dead links

What we did ?

e-marketing mix and e-marketing mix elements

mixing the mix online

e-product

e-branding

e-price

e-place

e-promotion

physical evidence and people in the online context

References

1) http//:www.wikipedia.com

2) http//:www.slideshaire.net

3) Strauss J, Ei-Ansary A, Frost R, E-marketing, 4th edition,

2005, Prentice Hall, ISBN.0-13-148519-9

4) Kotler P, Keller KL, Marketing Management, 14th edition,

2012, Prentice Hall, ISBN.978-0-13-210292-6