CHAPTER 5· THE INTERNET AND THE MARKETING MIX

Learning objectives

After reading this chapter, the reader should be able to:


 Apply the elements of the marketing mix in an online context


 Evaluate the opportunities that the Internet makes available for

varying the marketing mix


 Define the characteristics of an online brand

Questions for marketers

Key questions for marketing managers related to this chapter are:


 How are the elements of the marketing mix varied online?


 What are the implications of the Internet for brand development?


 Can the product component of the mix be varied online?


 How are companies developing online pricing strategies?


 Does ‘place’ have relevance online?

Links to other chapters

This chapter is related to other chapters as follows:

Chapter 2 introduces the impact of the Internet on market structure

and distribution channels

Chapter 4 describes how Internet marketing strategies can be

developed

Chapters 6 and 7 explain the service elements of the mix in more

detail

Chapter 8 explains the promotion elements of the mix in more detail

5

Main topics

Product 217

Price 231

Place 237

Promotion 243

People, process and physical
evidence 245

Case study 5

The re-launched Napster changes
the music marketing mix 248

Chapter at a glance

The Internet and the

marketing mix