INFO#211 - CH 5

Element combination to achieve goals and Selling and promoting products and services

• Product

• Marketing strategy

• Marketing mix

• Price

Marketing mix with elements defined

• Product

• Marketing strategy

• Marketing mix

• Price

_________ Physical item or service sold
Brand: customers’ product perception

• Product

• Marketing strategy

• Marketing mix

• Price

_________ Amount customer pays for product
Customer value: customer benefits minus total cost

• Product

• Marketing strategy

• Marketing mix

• Price

______ Any means to spread word about product

• Product

• Marketing strategy

• Promotion

• Price

_________ Need to have products or services available in many different locations

Getting right products to the right places at the best time to sell them

• Product

• Place (distribution)

• Promotion

• Price

_____Communications media selection to carry message

• Product

• Communicating with Different Market Segments

• Promotion

• Price

Web presence must integrate with image and brand
Managers often think in terms of products and services sold
Useful Web site design when customers use product categories
Web site examples: Home Depot and Staples
Not a useful Web site design when customers look to fulfill a specific need
• Design Web site to meet individual customer needs
– Offer alternative shopping paths

• Customer-Based Marketing Strategies

• Customer-Based Marketing Strategies

• Product-Based Marketing Strategies

• Price

Web sites to meet various types of customers’ specific needs
Initial step: identify customer groups sharing common characteristics
Make site more accessible and useful for each group
Companies need to take view beyond internal perspective
Example: university Web sites today focus design on needs of stakeholders
(current students, prospective students, parents of students, potential donors, faculty)

• Customer-Based Marketing Strategies

• Customer-Based Marketing Strategies

• Product-Based Marketing Strategies

• Price

_______ Uses building construction and floor space design

• The Web

• Online firm

• Physical world

• Online firm challenge