C4:The Impact of Digital Media and Technology on the Marketing Mix
Product
Marketing Mix
The series of 7 key available- Jerome McCarthy
Product--Price--Place--Promotion--People--Process--Physical Evidents
Purpose: Provide a simple strategic framework for varying different elemnts of an organisation product offering to influence the demand for product
Core product- the main product purchase by the consumer to fulfill their needs
Extended product - additional services of the core product
implications for migrating a brand online
Options for changing the extended product
Conducting research online
Options for offering digital products
Speed of new product development
Options for varying the core product
Speed of new product diffusion
(penyebaran)
Option for new digital products which will typically be information products that can be delivered over the web
Mass customization- kepelbagaian
Bundling combines several product or service options into a package of services, typically at a discounted price. Example Air Asia
For example, subscription, pay-per-view, bundling and ad-supported content.
For example, provide online information on such as awards, testimonies, customer comments, customer service, warranties
- Online focus group
2.Online questionnaire survey
- Customer feedback
- Web analytics
Explore different product options through online market research
Viral marketing
Branding in a digital environment
Succes factor
Creating a compelling, interactive experience
Considering how the site will influence the sales cycle by encouraging trial
Develop permission marketing
Price
Implication of the internet for the price
Increased price transparency
Downward pressure on price
New pricing approaches
Alternative pricing structure or policies
1.Differntial pricing
2.Price elasticity of demand
Price charge to the customers is different according to countries
The change in demand of a product or service in response to changes in price.
Persaingan memaksa, so can operate at lower pricing
An Offer- trade to sell under certain conditions such as minimum prices
A bid- made by a trader to buy under the conditions of the bid
- Basic price
- Discounts
- add-ons and extra products and services
- Guarantees and warranties
- Refund policies
Place
(Cadangan)Implication
Place of purchase
New channel structure
channel conflicts
virtual organisations
Internet is a global virtual environment that crosses geographical boundaries
implications for the physical distributions channel
Develop stratergies
1.Disintermediation
- Reintermediation
- countermediation
arise when disintermediation gives a company opportunity to sell dirct and increased profitability on products. It threaten distribution arrangments with existing partners
Asses channel conflict (menilai)
A communication channel only
A distribution channel to intermediaries
A direct sales channel to customers
Any combination of the above
A company that uses information and communications technology to allow it operate without physical boundaries between different functions.
Implication- Companies should identify opportunities for providing new services and products to customers looking to outsource their external processes.
comparison price EX trivago
Electronic partnership EX Google Ads Work
Promotion
Implication
bagaimana internet berbeza cara beli di lain tempat
lain pelanggan lain cara promosinya
Review new ways of applying each elemets of communication mix