¶ … Internet Marketing
Offer and Internet Market
Kotler (1972:50) mapped these functions directly to the 4Ps classification of product, price, place, and promotion. The product element of the marketing mix is also changed. For instance, Dell Computer offers a configuration engine at its site that can be used by the customer to designate changes to a basic computer model to include a different disk drive size, processor speed, screen size, memory size, operating system, software footprint, and so on. All of these settings represent hundreds of potential configurations that would be very costly to stock in a bricks-and-mortar retail setting. In addition, many Web sites include digital offerings or services,...
Such digital delivery is a paradigm-shifting capability for many product categories, including music, video, jokes, maps, stock quotes, software, art, tickets, photos, and all fashions of written materials and thus a huge array of products and services. Aspects of the price can be handled in the e-marketing environment differently. An Internet market enables large-scale use of certain pricing mechanism, such as forward auctions, reverse auctions, dynamic pricing, and "name your own price" that are otherwise not widely feasible. The facilitation function maps to place in the marketing mix, and in the…
