Marketing mix, often called the four P's namely Product, Price, Place and Campaign was first advised by Jerome McCarthy (1960) and it is a vital aspect for establishing and performing the marketing strategies. Let us view at length the different elements of the marketing mix on the framework of online marketing.


Online marketing can result in the improvement of the products in a lot of ways. Internet marketing pave just how for the marketplace researchers to judge the customer's need and the criticism from them may be used to change the prevailing products and develop services. Tesco's online shopping website documents the repeated buys of the clients, that they use later on to give a custom-made list for fast purchasing. It also facilitates a chance to customize the merchandise according to the consumers wishes like www. nike. com who offers custom-made instructors just for clients.


This identifies the pricing policies of an organization which are followed to determine the price for something or service (Chaffey 2003). Baker et al. (2000) uncovered two habits which may have been used by the manufacturers while marketing their products online particularly;

Setting up a low price for the merchandise by beginners.

Following the prevailing price in the internet by the current companies.

A advantage of utilization of internet is the fact that it helps to reduce the costs on search that purchasers would need to bear while looking for information about services and services. It also makes the shopping more active as the famous auction site www. ebay. com which makes the users to bid the purchase price for the products. Online marketing makes the exchange more transparent rendering it extremely difficult for the suppliers to control on cost. The customers can also view sites to know the best offers for a specific product like www. shopmart. com, www. easyshop. com etc.


The place aspect in marketing mix explains the way a product is allocated to its end consumer. Allen and Fjermestad (2001) say that the biggest implication created by the internet in the marketing combine is for the area. This is due to the globally reach of the internet. Internet has exposed before the organizations a new channel to make their products reach their customers, in addition to the traditional way of sales helping to decrease the barriers between both parties. The huge investment that must be manufactured in stores can be reduced with business occurring in a much practical way.

Entry of internet into the marketing combine has averted the retailers or third celebrations between customers and consumers making it more challenging for the prevailing online retailers to ensure on time logistics.


The promotion factor of the marketing blend shows how marketing discussion is made within the customers and the stake holders about the company and their products (Chaffey 2003). It deals with exchanging information regarding a product or service to the prospective market. Burnett (1993) defines campaign as the marketing function concerned with persuasively communicating to target audiences the the different parts of the marketing program to be able to accomplish exchange. The primary ingredients of promotion mix are

Sales promotion


Personnel selling

Public relations

Direct marketing

The internet is nowadays getting used as an effective tool for marketing communication. The web managed to get available prior to the companies, just one more way of route to speak to the potential buyers about the product offerings. The idea of online marketing can vary the promotion combine in the next ways

Evaluating the way the internet can be used at various phases of the purchasing method.

Revising new ways of using the elements of the campaign mix.

Applying promotional tools to serve in various phases of customer relationships like attaining site visitors for the very first time and keeping them as a regular visitor.

While using internet as an instrument for marketing, it become possible for the business to send messages on proper authorization basis, containing information related to the merchandise rendering it possible for the business to keep up a long-term marriage with the customers online.

Online marketing and the marketing combination picture: page 267 foundations of marketing

Reference used: McCarthy, J. (1960) Basic Marketing: A Managerial Approach. Irwin, Homewood, II

Allen, E. and Fjermestad, J. (2001) E-commerce marketing strategies: a famework and circumstance research, Logistics Information Management 14(1/2) 14-23.

McCarthy, J. (1960) Basic Marketing: A Managerial Appraoch. Irwin, Homewood, II

Burnett, J, (1993) Promotional Management, Houghton Mifflin, Boston

Baker, W. , Marn, M. and Zawada, C. (2000) Price smarter on the Net, Harvard Business Rview, February, 2-7.

Chaffey, D. , Mayer, R. , Kevin, J. and Chadwick, F. C. (2003) Internet Marketing


The requirements and desires of the consumers can be better understood, by knowing more about the consumers and also analyzing ways of providing their needs. This will likely essentially help in convincing the consumer's or buyer's requirements, sooner than your opponent. The information curve of the marketer's can be improved predicated on the growing information of the customer's. It really is highly significant to provide the correct goods and products to the consumers with detail, in order for the consumers to be satisfied. By building the process of adding value to the services of each consumers or clients, the marketer's can be warned before the ineffective and expensive competitive procedure which may be attained by the usage of electric marketing. A superior and higher classic product status and equity of the business's made goods and services can be acquired, by adding quality value to the made goods. A good or bad view of the company's followed strategies or activities achieved, can be acquired by setting off a employees criticism system. The use of digital marketing or existing communication schemes can help improve such circumstances. The use of online marketing can be limited by the following outlined business conditions.

An case of the utilization of online marketing is at the Company communications, A cheap and extensive, approach to communication is the E-mail. It is a easy and long lasting medium. It is employed to send emails to unite with people using an already stated titles and addresses. It has been an ever growing method of communication within the organization.

Another fearful activity that is upgraded by online marketing is marketing research. The solutions used by the several companies can be evaluated, and the conversations with the companies can be maintained for discussions over the extensive phase of energy.

Another business condition where online marketing can be employed is marketing planning and sales support. It is possible for additional visitors to utilize this intermediate for advertising information.

Online marketing is also used in another situation - efficiency innovations. The consumption of the electronic digital medium helps the sales personnel's, as it boosts the answers to the consumer's inquiries about the merchandise particulars, stock levels etc.

Online marketing and sales practice will be more beneficial to the business-to-business relations in the moment future. High assurance and potential customers will be accepted by the clients since the business areas overlay the pathway.

Electronic marketing may also be found in the situation of Customer commitment. The buying habit of the individuals are tracked by the firms, for which comprehensive databases are created.

Another business scenario where online marketing is employed is globalised reach. So, international marketing can be obtained easily as internet helps to interconnect organizations.

Online marketing is utilized for a corporation to acquire competitive intelligence. It is helpful for the competitor's to analyze our market information using the internet, and vice-versa.

Efficient cost utilization is obtained using online marketing methods. It is usually affordable, even without including assembly charges. Despite having set up charges included, when contrasted with the client advantages obtained, it is cot efficient.

Controlling of partnering and logistics is easy through the use of online marketing techniques. It is not hard for individuals in organizations to connect through the utilization of digital marketing resources. Internal intranets, or extranets, and agreements or associations with organizations may come under the connection medium.

Corporate recruitments are another sector utilizing online marketing resources. Individuals, advisors, government papers, specialty investments or common contractors can be followed using all these method. [REEDY, J. & SCHULLO, S. , 2004]


The earlier types of promotion can classified under traditional marketing. The many methods are radio, billboards, TV and posters. The other methods such as email marketing, banner promotions, all come under the web marketing.

Difference is based on the reason it is used for. Traditional marketing expands the market of the made goods and services, which is an essential requirement for the life of the business. The customers possess the opportunity to react to the campaign, as online marketing is a way of immediate marketing. In this method, the customers can react, which assists with raising ROI.

Measurability is an additional aspect that distinguishes both kinds of marketing. It is not hard to trace the customers by using tools in online marketing, whereas traditional marketing has several problems, one being dependent on human memory space. The SME's also utilize the online marketing due to the huge ROI from it. It's possible for them to change their operations, by calculating the beginning of their leads.

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It can be done for the e-marketer to support and develop the value chain operations of electronic commerce for each and every and every person's gain, therefore of the physically powerful basic of digital marketing resources. Solid effort, a number of successes and just a little failures may be engaged in this technique. To be able to obtain revenue for all of the marketing processes, it's important for the e-marketer to show serious thinking talents of the tactical and prepared market arranging and also be able to employ the available ways of digital marketing effectively.

The complex ways of electronic marketing is employed in order to create value-added services, which produce results that are unthinkable in structure, even though a number of electronic means can be found to use. On the other hand, to be able to get an explanation, it is necessary to estimate the present situations. A total of four aspects or issues receive below where the digital marketing may be damaged by or may have an effect on, which have been obtained by considering and organizing all the sustaining and contradicting data within an order

Development of technology

Growth of the existing software

The accomplishments achieved by merging Internet achievements

The motivating make required by the marketers to provide better service with their consumers

With the assistance of electric marketing, lots of advantages can be acquired which include providing a means of communication between the e-marketers and the customers of the business, as you can in a tiny sized business. It is necessary for the e-marketer to get ready and train well, as a variety of advantages are obtained by using digital marketing.


The sites which sell or market products and services even if it's the order takers or other people who are definitely more person-oriented mainly include in Web categories that are business to business (B2B), Business to Consumer (B2C) or Consumer to Consumer (C2C). Some markets to both consumers and businesses. (Internet Marketing by Barbara G. Cox and William Koelzer).


The sites of B2C are usually more familiar to the public who uses the internet. In almost all of the industry, they market goods and services to the consumers. There are several stores such as department; clothing, consumer electronics, food etc have their Web sites to sell the merchandise. These sites don't possess a store like complexes. They only sell their products through the internet. But not each one of these sites sell through online itself, the buyer buy their products from office, local store or even by phone. The types of B2C sites are amazon. com (catalogs and other related products), staples. com (office resources) etc. The online shopping gets higher due to the increase in computer intake in homes.


The market of B2B is increasing in an amazing rate. On the basis of Jupiter Research, the firms across the world will hike up their expenses on B2B. As per the hostile estimation of Goldman Sach, the worldwide spending through B2B will reach high rates in the coming years and he assumes that 80% of B2B worldwide commerce will be presented online around another 20 years.

On the basis of Active Marketing Research, nearly all B2B sites are created for double purpose that is to market both products and services directly or indirectly around 98% of sites, 73% of them gives information. The primary aim of generating sales of the 77% of sites is by making an offline connection with the clients.


Majority of the Consumer to Consumer sales occurs through auction sites. In the study conducted by Harris Interactive where The National Consumers Little league was the sponsor, it was found that the bidders of online auction of 83% had purchased things in the online auction. According to the report, 75% of the clients have pay out average of $100 or less and the 21% have payed amount between $100 and $500.

So in public sale sites, the vendors will post their what to sell and their items will be bided by the customers. And the highest of these customers bids is victorious finished. which is for sale believing that the bid will meet a set minimum amount. A small amount of commission will be studied from the seller's bank-account by the auction site if each of his item get sold. The customers won't pay anything to the website.

The best example for Consumer to Consumer site is E-bay. It is the biggest Consumer to Consumer auction site. E-bay is a great model for the auction sites that happen to be growing now to help the businesses carry out e-commerce. Although eBay is normally a consumer to consumer service, the straightforwardness of the site is a great value of review for buying or selling the merchandise in a Business to Business public sale site by any business planning. In eBay, and many other public sale sites the users will enroll and if they're likely to sell anything on the website, they can set up a means of payment, usually financial accounts or credit-based card that makes the funds transfer. The buyers can analyse what they are looking for by going into the main element words of any particular product in the search engine and the site will display products list on the market. The sellers can make the payment for list and offering their products. Insertion fees will be costed by eBay generally around 25 cents and $2. 00 which will rely upon the opening bet, and a charge will be recharged at the end of the auction which will be between 1. 25 percent to 5 percent of the ultimate selling price. The improvements like featured location or vibrant font will also be charged as a supplementary fees (Internet Marketing by Barbara G. Cox and William Koelzer).

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Benefits gained by the Consumers

(1) Appropriate- customers can purchase anything on the will every day and night without communication with the store in physical form.

2) Cooperative & Instant-the purchasers can get the information of the products they are interested in, from the seller's site and then download those instantaneously.

Benefits gained by the Marketers

(1) Increasing the relationship between the customers- The organizations can talk to the customers to truly have a detailed knowledge about their needs and therefore building customer directories.

(2) Decrease in the costs and improving efficiency- Avoid the expenses involved in creating a store, amount for rents, insurance and amenities. Digital catalogs are way minimal than the printing paper catalogs.

(3) Improved overall flexibility- For any newspaper catalog, its products and values are frequent till the next printing takes place whereas a web catalog can be improved on a regular basis or also hourly, considering the products simplicity, its amount, and advertisings, to be friends with the fluctuating market conditions.

(4) Access to Global Markets- The Internet is an accepted medium by depends upon, which helps the consumers and sellers to be associated within any countries in mere seconds.

Four Solutions to Exhibit Online Marketing

(1) Building an electric Storefront- Companies can be allotted a location by the online service or can create a fresh Website on their own wish. These sites help in developing a communication between the customers which helps those to be more near a purchase.

(2) Introducing Ads Online- Companies can create advertisements online in three methods

(a) First one being, the labeled advertising in the significant regions of high class online services.

(b) Ads viewed in Internet media which are meant for commercial use.

(c) Choose the online ads which come up while surfing around the web like the pop- up house windows.

(3) Taking part in conferences, newsgroups, or communities posted by the net that happen to be interesting for certain groups.

(4) Usage of Online E-mail or Webcasting- Companies provides updates provided by the customers, or advertising options depending on history of the clients who are purchasing. Through Webcasting, things relating the customers' interest can be sent.

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Marketing online delivers the subject matter of dispersing marketing budget for a majority of companies. Internet marketing produces many more advantageous solutions in comparison with out-dated and offline marketing. In other words this is termed as Online marketing or internet marketing. This technique is implemented by those companies where goods can be purchased to the customers directly including those who are involved in a small business to business model.

Benefits of Online marketing

Modifications on the take a flight: When compared to offline marketing, online marketing can place olden adverts in newspapers or on Television which is changed on the fly. By following up with the advertisements, it is possible to make any no. of changes to the images or letterings which would not create any issues. But this cannot be done in the traditional method of advertising.

Ability to observe real-time results: While marketing online, traffic monitoring of real- time results can be done by the use of online analytics so that it is possible to know whether the marketing is undertaking. Certain methods can be found to track the original methods, but many at times can't be done in real- time. This can either make a good will or a negative one to the campaign.

Focusing demographics in the advertising: With internet marketing, particular demographics such as era, gender and location can be given importance. Additionally it is possible to concentrate on the variations in income and education. This is done in traditional marketing also but it is not a simple job.

Various methods in marketing online: There exists variety of ways to demonstrate online marketing like the e-mail social marketing and newsletters. To accomplish the same in traditional marketing, many press sources have to be available.

Immediate potential to convert: While internet marketing, it is with the capacity of changing a buyer immediately. But this can't be done in traditional marketing. When marketing online, it isn't only with the capacity of achieving the information of a person, but also in a position to achieve the sales at that moment, while in offline marketing this procedure takes a a lot longer time.

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Associate Marketing: In this type of marketing, the business appoints an associate to improve and enhance their products. The associate in turn gets a commission payment or similar grants or loans for each and every sale. Amazon. com Associates Central is an example that can be provided for anassociate marketing program, where the Amazon. com helps the owners of the web site to generate audience to its site.

Show Advertising: In this type, they often use the net banners on a third-party website to build traffic to their own website and improve the awareness of the product.

Email Marketing: Businesses that makes use of the kind of marketing create promotional messages to impress the customers. But, it is a very hard job to distinguish the spam and the original email.

Interactive Advertising: This type of advertising makes use of animations and various other graphic involved methods, to create ads making the viewers thrilled and consists of their contribution.

SEARCH ENGINE MARKETING TECHNIQUES: Certain techniques that are being used under this are- Search Engine Optimization (SEO), and paid inclusion. The companies implementing these techniques become prominent in the search engine web page results from Yahoo.

Viral Marketing: With this type of marketing, businesses expect the visitors to express the information's achieved about the products. Those sites which permit the viewers to email hilarious clips can be an exemplory case of viral marketing.

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