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Marketing Mix for Your e-Business - Putting it All Together for Success

By: Matthew Eigbe

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The term"marketing mix" refers to the factors that a marketer can control to
influence the uptake for their product. Some people may think that influencing uptake means only increasing demand. This is a
mistake because occasions may arise when a marketing person will have to act to dampen the demand for their product. When the product is
scarce, for example.
Early marketing practitioners presented the marketing mix as four elements: Product, Price, Place and Promotion. 4Ps in
short. Later thinking held that these 4Ps are good enough for physical goods only and that there was the need to enlarge the marketing mix
to care of services. Thus 3 new Ps were added to the marketing mix, making 7Ps for services. The additional 3 are Physical evidence, Process and People. An
attempt will be made to relate the 7Ps of marketing to your internet business .
Product
Undoubtedly, product is the most important element of the marketing mix because people buy the benefits or solutions built into the product. In your retail store, you could see, touch, smell, even taste a product or hear the sound of a product. But on the
world wide web, you cannot do this. As an e-business builder, you are limited to visual and verbal techniques for presenting your
product. You can only show a picture (static or animated) and describe the features and benefits of your product. And
this must be done properly.
Price
It is easy for online shoppers to compare prices with a few clicks prior to buying. Today there are shopping genies that
facilitate this. This increases competitive pressure and implies that e-businessbuilders must not only
state their prices clearly but must also relate them to the value their prospective customer will get.
Place
This has to do with location and making products available. On the internet, your store is as distant from you as your computer
screen. And you are greatly influenced by what you see. Therefore, the e-business builder should have a website that is
convincing and professional so that shoppers will be confident to place orders.
Promotion
This appears to be the mostpopular marketing mix element in internet marketing. It is the element that drives traffic (visitors) to the
website. And sadly, when some people discuss marketing strategy they refer to promotion only. There are many promotional
tools you can use. They include various types of advertising, press releases, publicity, buying leads, traffic exchanges, SEO techniques, article marketing
and blogging. You should be guided by your skills set and budget in selecting selecting the tools to deploy.
Physical Evidence
This is closely associated with the place element. Does your website inspire confidence? If you would
score high here try to include a physical address and other contact means, certification of bodies like BBB and proof that customers' payment
details are secure.
Process
How easy is it to do business with you? How quickly does your order page load? Do prospects have to answer a ton of questions before
or after ordering? How fast is delivery? E-products should be instantaneous. You need to think through some of these factors.
People
You may think that this is not important to selling on the internet. Not correct. What about the attitude and behaviour of
customer support staff. Experience with them may be crucial in determining whether you buy or buy again.
Take all these along as you set up your e-business in order to sharpen your competitive edge and win the business game - a robust
top line and healthy bottom line.

Article Source: http://depositarticles.com/

I spent over two decades in offline marketing designing marketing mix amd marketing strategy for products and services but now makes a full living doing internet marketing. Click on this#1 home-based business on the worldwide web today to see what he does. Fill in your information in the box on the first page to get 3 FREE trainings. On the second page make sure to watch the Step 2 and 3 videos to learn how even Internet newbies are creating success.

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