Академический Документы
Профессиональный Документы
Культура Документы
Chapter 5
The Internet and the
marketing mix
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.2
Learning objectives
Apply the elements of the marketing mix in an
online context
Evaluate the opportunities that the Internet
makes available for varying the marketing mix
Assess the opportunities for online brandbuilding
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.3
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.4
Slide 5.5
An alternative view
Frenchman Albert Frey suggested:
OFFERING
Product, packaging, service and brand
METHODS/TOOLS
Distribution channels, personal selling, advertising
and sales promotion
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.6
Cost
Price
Communications
with
company
Place
Customer needs
and wants
Promotion
Customer
convenience
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.7
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.8
Figure 5.1
Slide 5.9
Product introduced
The element of the marketing mix that involves
researching customers needs and developing
appropriate products
Core product
The fundamental features of the product that meet
the users needs.
Extended product
Additional features and benefits beyond the core
product.
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.10
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.11
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.12
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.13
Figure 5.2
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.14
Figure 5.3
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.15
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.16
Brands
A brand is described by Leslie de Chernatony
and Malcolm McDonald in their classic book
1992 book Creating Powerful Brands as
an identifiable product or service augmented in
such a way that the buyer or user perceives
relevant unique added values which match
their needs most closely. Furthermore, its
success results from being able to sustain these
added values in the face of competition.
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.17
Brands online
Dayal et al. (2000) say, on the world wide web, the brand is the
experience and the experience is the brand. They suggest that to
build successful online brands, organisations should consider how
their proposition can build on these possible brand promises:
Slide 5.18
Table 5.1
equity
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.19
Figure 5.5
Slide 5.20
Figure 5.6
Slide 5.21
Price implications
View 1 decreased prices inevitable
Price transparency
Customer knowledge increases
Price reduction and standardisation
Slide 5.22
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.23
Figure 5.8
Pricerunner (www.pricerunner.com)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.24
Figure 5.9
Slide 5.25
Figure 5.10
Slide 5.26
Figure 5.11
Slide 5.27
Figure 5.12
Slide 5.28
Differential pricing
Options reduce or transfer. Other options
Precision
Setting prices more accurately through testing
(price indifference band)
e.g. Zilliant
Adaptability
Rapid changes (dynamic pricing).
e.g. Concert tickets
Segmentation
Different charges according to profiling
e.g. Ford and core vs fill-in customers
See Baker et al. (2001)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.29
No
Slide 5.30
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.31
Pricing options
Cost-plus
Add profit margin to operational costs
Competition-based pricing
Market-oriented
Premium-pricing
Penetration pricing
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.32
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.33
Figure 5.13
Slide 5.34
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.35
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.36
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.37
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.38
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.39
Promotion
Promotion unfortunately has a range of meanings. It
can be used to describe the marketing
communications aspect of the marketing mix or, more
narrowly, as in sales promotion. In its very broad
sense it includes the personal methods of
communications, such as face to face or telephone
selling, as well as the impersonal ones such as
advertising. When we use a range of different types
of promotion direct mail, exhibitions, publicity, etc
we describe it as the promotional mix.
Wilmshurst (1993)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.40
Promotion tools
Advertising
Sales promotion
Personal selling
Public relations
Direct marketing
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.41
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.42
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 5.43
Figure 5.14
Slide 5.44
Receipt &
acknowledgement
Routeing
Response
Follow-up