Page 273 - SBL Integrated Workbook STUDENT 2018

E-marketing

The marketing mix

1.1 The traditional marketing mix (4Ps)

 Product: Factors such as quality, design, range, packaging,
branding and warranties.

 Place: Choice of retailers/partners, distribution channels, stock
levels and warehouse locations.

 Promotion: Techniques such as personal selling, public relations,
sales promotion, sponsorship and direct marketing.

 Price: Price level, discounts, credit policy and payment methods.

Before the marketing mix is employed a target segment or segment should be
determined.

1.2 Additional 3Ps for e-business

 People: Making the website more interactive in order to replicate
the personal experience from face to face sales.

 Processes: This includes areas such as payment, security and
delivery processes.

 Physical evidence: Areas such as website layout, images used,
navigation and links to other websites.

Illustrations and further practice

Now try TYU 1 and 2 from Chapter 21.

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