Marketing Mix
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Criteria
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Product (Customer needs and wants)
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Range of product, online services/value proposition, core product, sales levels, Extended product offering, and Branding.
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Price (Cost)
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Differential pricing
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Place (Convenience)
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Representation on third party sites, Co-branding and partnering arrangements
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Promotion (Customer experience)
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Attraction efficiency (visitor volume, share of search), Reach
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Process (Customer experience)
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Conversion efficiency to online marketing outcomes – engagement, conversion to opportunity, conversion of opportunity to sales Retention efficiency.
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People (Customer experience)
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Response quality, e-mail, co-browsing, chat.
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Physical evidence (Customer experience)
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Usability, Accessibility, Performance, and Availability.
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