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C. Proposition and the marketing mix
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| bet | 21/31 | | Sana | 23.03.2021 | | Hajmi | 0,78 Mb. | | #13423 |
C. Proposition and the marketing mix
Think about the digital marketing mix - how can you provide differential value to customers through varying the 4Ps online through Product, Price, Promotion and Place and how can you add value through service. And don't forget what PR Smith calls the Eighth P of "Partnering"
Particularly if you sell online, you will want to explain how you will modify the marketing mix. For example:
Product. Can you offer a different product range online. How can you add value to products through additional content or online services.
Price. Review your pricing and consider differential pricing for online products or services.
Place. Identify your online distribution issues and challenges. Should you create new intermediaries or portals or partner with existing sites?
Promotion. Discuss the problems and opportunities of the online communications mix. These will be detailed in the acquisition and retention communications strategies. Review approaches for online promotions and merchandising to increase sales. You may want to include exclusive promotions to support the growth of different digital channels, i.e. Email, Mobile, Facebook, Twitter.
People. Can use automated tools such as FAQ to deliver “web self-service” or should you provide online contact points through Live Chat or Phone Call-back.
Processes. List the components of process and understand the need to integrate them into a system.
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