INMA_A01.QXD

Although, intuitively, we would think that price transparency enabled through the Internet price comparison services such as Pri ...

2 Downward pressure on price Price transparency is one reason for downward pressure on price. The Internet also tends to drive d ...

price transparency, it does lead to a move towards a perfect market. The second is the perceived value of the product. If a bran ...

evident to different customers. One company, through an error on their web site, made prices for different customers available f ...

Marn (2000) suggests that the Internet can be used to test new pricing policies. For example, if a company wants to know the sal ...

4 Alternative pricing structure or policies Different types of pricing may be possible on the Internet, particularly for digital ...

it has to think beyond its own web site to third-party web sites where it can promote its services. Successful retailers are tho ...

Reach. Evans and Wurster say: ‘It [Reach] means, simply, how many customers a busi- ness can connect with and how many product ...

2 New channel structures New channel structures enabled by the Internet have been described in detail in Chapters 2 and 4. The m ...

wholesaler is a major player in watch distribution, then it is powerful, and will react against the watch manufacturer selling d ...

3 Internet sales by manufacturer only. It would be unusual if a manufacturer chose this option if it already had existing resell ...

What are the implications for a marketing strategist of this trend towards virtualisa- tion? Initially it may appear that outsou ...

A broader view of promotion is given by Wilmshurst (1993): Promotion unfortunately has a range of meanings. It can be used to de ...

People The peopleelement of the marketing mix refers to how an organisation’s staff interact with customers and other stakeholde ...

Stage 1: Customer defines support query Companies should consider how easily the customer can find contact points and com- pose ...

Brightware’s ‘skill-based message routeing’ so that messages are sent to a specialist adviser where specific enquiries are made. ...

Process The Processelement of the marketing mix refers to the methods and procedures compa- nies use to achieve all marketing fu ...

however, many individuals have now been sued in the US and Europe and the associations of these services with spyware and adware ...

Dixons Group, The Link, PC World, Currys, Target), and others (Molson, Miller, Energizer, Nestlé).
Continue to pursue strategi ...

1 The success of our Napster service depends upon our ability to add new subscribers and reduce churn. 2 Our online music distri ...