susl - new presentation e marketing
TRANSCRIPT
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