THE IMPLICATIONS OF INTERNET ON 4Ps

Today internet has become a commodity for those internet marketers and business. Surely, it affects the 4ps of marketing mix due to its use and recognition.

1.Product

In terms of the product, the internet has implicated the product in some ways such as value creation. Speaking of the value creation, as Kennedy (2006a) stated that it is related to the product or service a business has. Since we are talking about internet, it has shaped value creation to be designed and built by the customers. The customers determine and find their value creation for any companies or business these days.

                              

2.Place

As internet can be accessed anywhere as long as connection or data is available. When it comes to place, internet has invented flexible shopping location and base. It enables customers and business owners to do business and show anywhere and anytime. For instance, based on my own experience, while I am based in Australia, I did (and still do!) some online purchase from vapoureyes, which is a New Zealand based vape company and online retailer. I know how flexible it is to determine the place of your shopping spree centre. I would say that place can be seen as a value creation as well.

3.Price

Internet has made price pretty flexible for customers. Moreover, according to Kennedy (2006b) the customers are price makers or price creators as well as product and value creation. However, again, Kennedy (2006c) discovered that On PC-based the price can be really transparent while on mobile-based the price may become special or discounted to attract the customers. Specifically, as place and product affect the price on internet as well as conventional offline business, yet, on internet customer tends to ‘play god’.

4.Promotion

Essentially, internet promotion can be resourceful to multiple online businesses. Promotion on internet requires customers to engage in its content and post. Furthermore, as Kennedy (2006d) observed that it can reach any targeted demographics and target markets and its influence is long term, meaning, unlike the conventional promotion, the internet promotion and its influence will leave and spark a clear trail as long as internet connection exists. Therefore, the online marketers see this as an opportunity to engage with customers and market their product before they sell it.

References:

Kennedy, A 2006, ‘Electronic customer relationship management (eCRM): Opportunities and challenges in digital world’, Irish Marketing Review, Vol. 18, pp. 1-2. Viewed 15 September 2018. Semanticscholar.