BUSINESS INDIVIDUAL PROJECT custom essays

Probably, the term marketing mix is one of the most popular phrases in marketing. Elements that presented marketing mix are the main components of tactical marketing instruments. It is well-known fact that the four its basic elements are price, product, promotion and place. I would like to create my own marketing mix in relate to the website creation. I want to say model of the marketing mix is considered an example of the website, but may be used in the organization of advertising campaigns on the Internet.
I am interested in the creation of website, because activities through the Internet have its own characteristics. When a company begins to carry on business through the Internet via a website, we must take into account the nature of the World Wide Web. Consideration of the marketing mix is an integral part of creating a website. This procedure helps determine the characteristics of the web site, and also forms a model of two-way communication between the company and its audience on the Internet.
In our example, the product will be website. The value is expressed in one set of benefits that will accrue to the buyer from purchasing goods or services. The Internet has virtually unlimited amount of information that can be placed on the website to show the buyer all the features of the goods or services. This information becomes the main mean to enhance the value of the goods. Thus, through the web site we can convince the user that the product provides the necessary value. However, a significant drawback is the lack of open communication between buyer and seller. The buyer selects the product itself and, depending on whether he found the necessary information or not, he make a choice. Expert system or a search engine, which is placed on the website, will help to increase the purchasing power for a large range of uses expert system or a search engine. Expert System – is a program that asks the customer questions about the characteristics necessary to him for the goods or services, and provides output of goods or services that best meet customers’ needs. Increase the value of the goods may a consultant who can communicate directly with the buyer, using a special program of communication.
Discussing price we should pay our attention on factors of pricing policy when dealing with customers via the Internet:
 Competitors’ prices are well known;
Buyers can compare prices with those offered by competitors for several minutes, and choose the most suitable product. If the level of prices similar to prices of competitors, it is necessary to use non-price characteristics of goods for the motivation to commit the buyer purchases.
 Commodity’s prices may vary depending on the behavioral characteristics of buyers.
Consumer behavior on a Web server can track and analyze, to assign to the buyer that the price level, which for him is most acceptable.
The site always has a history of operations made by users. Thus, it is always possible to estimate the turnover of the user and offer a reward in the form of opportunities to acquire additional products and services. In such a way, for each segment of buyers pricing policy based on the criteria of price mix: the history of shopping, discounts, surcharges, methods of payment.
Saying about promotion, we should mark that during creating advertising media plan, successful promotion of the Internet is to coordinate promotional activities with the events occurring in the company. Internet advertising is a mean to achieve a synergistic effect of the advertising policy of the enterprise, offering an additional channel of influence on the target audience. The probability of responding to the advertising message increases if the buyer receives the information through different channels of communications. Internet media plan can be dynamically changed depending on the results of advertising, and may be amended in one day.
Thinking about the place we see that it is World Wide Web, where audience of online advertising may have sectoral, geographic and trade signs. The target audience can be calculated that allows us to estimate costs and calculate the effectiveness of advertising campaigns.
For the conclusion, it is necessary to say that in creation of effective web site contact involves communication between staff and visitors. Community is characterized by the methods (in real time, via email, by regular mail, etc.), speed (such as delay before a response by e-mail), software tools, with which the communication has a place. Thinking about ethics, we see that ethics is characterized by the style of communication adopted by the Internet, the degree of adaptation of communication style to a specific segment of users.
Thus, considered components of the marketing mix in the application to the development of the website, we can create an effective model of the company’s presence in the Internet.

 
References:
Dominici, G. (2009, September). From Marketing Mix to E-Marketing: a Literature Overview and Classification. International Journal of Business and management. Vol.4, No. 9.
Naik, P., Raman, K. and Winer, R. (2005). “Planning Marketing-Mix Strategies in the Presence of Interaction Effects.” Marketing Science, Vol.24, No. 1, pp. 25-34.
Proctor, T. (2000). Strategic Marketing: An Introduction. Routledge.