The impact of the Internet on the extended marketing mix for services

The impact of the Internet on the extended marketing mix for services (public, processes

Service, the physical environment)

1.
Public: As we explained earlier that the public component of the marketing mix service consists of:

Service providers, service recipients, interactive relationship between the service provider and the recipient, the relationship between

Service recipients themselves.

Internet has affected the service providers, as to how their participation in the provision of the service has changed

Either through the creation of their new roles such as answering e-mails or chat on network

Online, or by booking their place or compensation devices, equipment and software (services

Mechanism).
1

The recipients of services, it has become their contact with the service providers is through software and hardware

And equipment, reducing the likelihood of direct personal confrontation or delay in responding, or variation

Quality of service if they are provided by the service providers of human beings.
This was reflected in the
  
Interactive relationships between service providers and recipients that are done on the clock and without interruption

Where governed digital works fine.

The relationship between the recipients of services, has expanded and became the world are through

Electronic discussion groups, chat room, and across networks of different types.
This has led to

The emergence of the so-called debate communities or virtual communities, which is created by people who have interests or

Common interests, which use the Internet to contact and communicate with each other.

2.
Service delivery processes: where it became the delivery of service or delivery service are made through

Different communication techniques instead of direct personal contact.
With the shift to online channel

Marketing a viable alternative and do business to exploit the power of electronic networks, has seen many

Elements and service components of a shift to "electronic service."
More information please contact and communicate with customers

And responding to their requests are fully become over networks in real time, while some elements of the

Service delivery, for example, the sales transaction and negotiation has been replaced by simpler operations such as

Self-service, performed by the client and the agents compare prices, and models to determine the price of before

Client and others.

However, it is important to emphasize that this transformation is not a simple shift from one party to

Recent or replace the component element of electronic nature of the service elements significantly different from

Traditional service.
Electronic service is give customers control and greater control as the elements of the service

Include many of the electronic properties of self-service, not to mention that different electronic service environment

Completely, and that the different electronic service delivery in philosophical terms.
These differences represent

Challenges, as well as difficult to manage Okhaddan into account the fact that a number of companies

Working in the traditional channel and electronic channel together.
3.
The physical environment:

Internet contributed to make a significant qualitative change in the physical elements of the environment or physical evidence has been

: Represents the change in the following
  
The shift from brick environment Almilat and any environment consisting of buildings and squares

Physical, and offices in the real world to the virtual environment consisting of computer hardware

And software.

 the emergence of multimedia technologies to compensate for the physical environment, where services become

Fully progress through this virtual environment.

And is a technology, (Virtual reality) • the emergence of virtual reality techniques

Embodiment actually artificially through the effective use of images (GPU).

The graphics and sound.
Valmatmrat, meetings and discussion sessions, and direct delegates

Sales, researchers, and others are made through different networks in real time via

The different continents of the world.

These sites where dissolved default shop, (web sites) • growing techniques websites

Physical environment consisting of buildings, shops and warehouses and display interfaces.
But that

These sites are easy to access with a simple click of a mouse.
In this environment turned

Material specific to mobile virtual environment and are available for visitors to the Internet around the world.

The Website Design One of the elements of the marketing mix-mail.
It is important and vital

The Foundation seeks to achieve customer visits to the Web site and to maximize the size of these visits through

Foreign marketing activities, hence the importance of design of the site, as whenever the site was attractive

Ability to attract and retain customers more.

: Can be judged on the level of effectiveness of the Web site through a variety of measures, including 1

The level of fame and vogue site.

The level of customer visits to the site.

Level shift customers from work sites similar competition to the Foundation's website.

Level reminds customers to the company Web site.

The performance level of the site, and this level is measured by calculating the average number of seconds

Needed to download the main page of the site.

Proportion of the work site is down.
  
It also involves the design of the site as a component of the marketing mix-mail to a group of

Important elements 1

1 - Home: is the most important pages are website and storefront and give

The first impression about this site and its products, its policies and its contents, in terms of which

Being off to the rest of the pages of the site and therefore we should give special attention so that

Accessible (to be of small size and use programs known

Broad investment), so as to be able to keep and attract enters it.

2 - arrangement and design of the pages: the design and arrangement of the inside pages

Subsidiary of the site, it should make the right decisions about a number of issues, including:

Identify the lines that will be used in the internal thread subsidiary.
 Determine which colors will depend what extent the consistency of these colors and how they relate to the nature of

The site and its products and its mission.

Determine the graphics that will be used and its size.

Determine the images that will be used, and what are the programs that will be based in their design

And included (with the need to be a few this image size as much as possible to facilitate load).

The use of sound effects and sensory, and what is, and is fit and his site.

The nature, size and color of the buttons used to connect the sub-pages with each other and with Page

Home.

3_ bar exploration and research: is an important component in the design of the site, where the customer can

Identify the contents of the site, access to what he wants, whether looking for data or information

Or products.

4_ ease and usability: Through:

Effective presentation of products and items across the site to make an effective level of attraction

Achieve the active search for what the customer is looking for
  
Achieve the buying and selling process safety and ease of

Order to take place after the process of buying and selling online.
cracking  traceability

5_ test how easy the site and its usability: You must set standards for testing and examination

And work on the implementation of the testing process in image convergent patrol.

_ The use of technological tools and systems: the completion of the sale and purchase, and there is a

Of technological tools and systems that are being used, including:

. (Shopping process)  Shopping Cart

. (Ordring Systems)  systems for the completion of Orders

. (Financial support Systems)  financial support systems

. (Downloade and distribution Systems)  loading and distribution systems

The Website is not only enterprise interface and the physical evidence on the Internet, it is also

Effective promotional tool if you use the correct use.

The fifth requirement: the impact of the Internet to promote services

Internet to provide promotional outlets institutions, they also offer advantages is the sheer amount

Information that can be provided on the Foundation's website, so marketing the online

Different from traditional marketing communications because of the means used for digital communications.
The Internet

And other digital media such as digital TV, satellite and mobile phones enables

Achieve a state of interactive lost in the traditional marketing communications.

A number of differences between the old and new methods,

(Kiani, has provided Kayani (1988

(Deighton, and was Dagton (1996

Digital: 1

A - the client is the one who starts or initiates contact.

B - the customer is looking for information (clouds).

C - characterized by high density digital means -  marketer get 100% of

The attention of the visitor of the website.

D - institution can collect and store the response of the individual.

E - can meet the individual needs of the customer and building an interactive dialogue with him at the time

Real.

It is during this review of the differences between the means of communication can ancient and modern

Reached two important conclusions are:

That the Internet is a way to withdraw.

That the Internet is an interactive way from one person to another person.

Given that the promotion is more marketing mix elements affected by the Internet, I thought I

Devote Mbgesa independent in this chapter Browse through the vulnerability of promotional mix elements

Internet and the extent of its contribution to the improvement.
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