The impact of the Internet on the marketing mix for services

The impact of the Internet on the marketing mix for services

After Pena relationship between e-marketing and internet marketing in the previous section

We will try through this section to determine the impact of the Internet on the marketing mix of services.
Dividing section

To five demands: the first book, the impact of the Internet on the service, and the second is titled the impact of the Internet on

Pricing, and the third for distribution, and its impact on the fourth extended marketing mix for services, and finally

The impact of the Internet to promote services.

The first requirement: the impact of internet service

Internet technology has produced a variety of products to create innovative delivery and read

Messages, the spectrum of marketing products and services, example the auctions across the network, exchanges

Trade and also in the areas of entertainment.

: The most important characteristics and qualities that characterize the product that is being put online the following 1
1.
Online Buyer to purchase the products they want from any organization in the

The world at any place which is located at the time he wants.
2.
Under the payment systems available to businesses in the electronic world, the buyer via

Receives the purchased goods online as quickly as possible.

3.
Contraction of the traditional relationship between the price of the product and old.
Where not necessarily have to be there

An inverse relationship between the price of a product and age.

4.
Became the level of availability of data and information plays a crucial role in the success of the product.
A buyer

Via the Internet going to buy the products that are available for more information.

5.
Provide a very large number of products in the internet.  

6.
The availability of the product brands before the Internet is one of the basic conditions for the success of

This Almnoj, the spectrum because this is a brand identity that distinguishes the product and enables

Buyers can access it easily.

7.
Spread a lot of free products online as a promotional tool for the marketing and sale of products

Essential.

8.
Have contributed information technology and management information systems to accelerate and shorten the duration of the design

And new product development.

-1 Options to use the Internet in the marketing process:

Business has become increasingly pay attention to modern process large asked the marketing and sale

Their products via the Internet, and became great efforts are being made to provide the art that Ttej potential her use

This new technology to keep up with e-businesses that has made great strides in this

Field.

E-marketing in the literature, have been proposed matrix quad poses a range of options

To use the Internet in the process of marketing products - whether goods or services or ideas - and the expansion

In the markets  

/ Current product - the current market: expressed by the cell (1), Yen institutions used this

The only option using the Internet as a tool electronic reflect its current activities, that is, to use

Statute of the Internet is to use the current promotional products to existing markets.

2 / the current product - a new market: This opens the option for the institutions to put global markets

Current products through the activation of the Web site.
The use of this option leads to substantial changes

In the cost structure, there are many costs down to a minimum, and there are costs cancel completely.
With

Noted that some facilities go up, but the final stage is the overall decline in costs.
  

3 / new product - the current market: this option is adopted by institutions that target existing markets

And but New Bmentoj or a new form of the product.
This option is widespread in services than in

The field of tangible goods Examples include: electronic newspapers, insurance companies, banks, ...

4 / new product - a new market: is achieved through the provision of a new product (or a new form of the product

) To market / new markets.
In adopting this option the organization has created the means and facilities

That makes it able to develop and make and sell new products to market / new markets.

The adoption of work online Atej the Foundation the opportunity to deliver innovative products, as being explored

Consumer reviews constantly to get to know their needs and desires and to meet these needs and desires.

2 Electronic Service:

Among the most important work secretions via the Internet.
Product-mail, where some believe that the product

Mail << Malk is a product that can be exchanged automatic or semi-automatic (ie, make some

Processes online and off-line delivery >> 1

While others argue that electronic product is << product that can be exchanged to completely and then

He does not need to distribute the material, in the sense that it can complete the process of buying and selling a full house or

Organization and this product is exchanged via the Internet without the impact of the geographical boundaries it >> 2

Services also occupies a large part of the volume of e-business on the internet, and can be

To say that the Internet economy is primarily a service economy.
It is considered appropriate to provide services

Electronically (via the Internet), where many of the problems facing the service can traditionally

Overcome it on the line.
Electronic service is known as << service provided via electronic means

Such as the Internet >> 3 Val_khasaús, characterized by support services possibility of electronically marketed.

: The properties this topic are as follows 4

The service is concrete: it can not be the beneficiary of them that touches and as is the case

For a commodity.
This explains that many of the products sold via the Internet

Services are, but it should be noted that it is not possible to sell all services on the

Online, as there are services sold requires personal attendance to the service provider and an example

: Services of doctors.  

Lack of ability to store service: services can not be stored in the case not to take advantage of the results

Achieved in each time you lead, and online help in dealing with the inability

For storage or susceptibility to damage by making your organization's site service is available 24 hours

A day, 7 days a week.
The services if the electronic (digital products)

Such as digital information can be stored and delivered in time of need.

Allazmih and non-separation: where it should be the service provider and the client exist until it is

Provide the service.
This connection and lack of separation already achieved a large degree on the network

Internet, where the beneficiary must sit in front of the computer to enter to the site to participate

In the chat either text or voice in real time, or to read and receives and answers

E-mail.

Lack of consistency (gels): any difficulty profiling and performance quality forecasting service prior to submission but

This property is somewhat less than in the e-business environment, where there is the possibility of developing

Standards of the key elements included in the process of providing the service.
However, the degree of non-

Consistency still exist for the service that is offered via the Internet, especially in those

Sites with different responses according to the time in which location the day, as well as case

The user's computer (the applicant) and other quality programs operated by the user

While requesting the service.

-3 Flower electronic services:

The service consists of the essence. (Lovelock) As already mentioned in the first chapter, see Lovelock

Permanent and complementary services for this substance has been the embodiment or representation of these supplementary services in the form of a flower

Composed of the core is surrounded by eight papers.
In the era of the Internet and the digital economy has become the most papers

Venus relying on the information, it was possible to be submitted electronically through multiple mediums

Such as telephone, fax and electronic kiosks or online rather than submission through physical means. If

Was essentially the same, relying on information Fbalamkan also submitted through electronic channels.

1 (3 - and provide online today a tremendous opportunity to provide and enhance service
  
In order to get the beneficiary on the value of real or desirable benefit from the service, he needs to About

This service, today websites provide a wealth of information needed by the customer about the organization

Most questions) FAQ and the service they provide, as these sites contain sections bearing the words

Again), as well as e-mail connectivity, and some websites provides convenience

Other options available today in this area use websites. (Chatting) Salutation
  

Orders in providing this option where the cast popular and in great demand among customers of different


They also contribute to information technology to speed up the process of solving problems as well.
At the level of

Billing and payment are several hotel chains, for example, introduced the bill from the

Internal TV screen (or on the network) within the guest rooms so as to enable them

Prior found and verified and approved, also used credit cards to pay

The bill.
1

Involve the challenges of electronic marketing services not only to attract customers, but also on

Satisfaction and retention and to achieve electronic service established in the early stages, should

Marketer to design electronic service so that they are customer-oriented and more responsive to the care and attention

and desires, and to give him assurances and assurances about the unique cryptographic including client feels optimistic

And reassurance.

In this regard, there are several criteria must Okhaddha into account when providing electronic services,

Most notably the following:

• Be aware sense of service to match the operation protocols with what you expect

Users.

• Must be efficient service so that it does not drain time for mastery.

• Must be of service response, in the sense that we avoid any form of delays due to discharge

Or slower servers or there are problems in the design.

• The service should be compatible with electronic other technologies and be reliable

High.

The quality level of customer support for electronic service is of equal importance with the design of the service, and

In order to ensure its acceptance by all customers, especially those who do not feel fully satisfied in dealing

With technology.
The electronic services institutions rushed to find successful solutions to these concerns

Where sophisticated systems designed to reduce the incidence of fraud and abuse of privacy and confidentiality, with

Provide firm guarantees for the safety handle customers through their websites.
2

The second requirement: the impact of the Internet on the pricing of services

The online pricing strategy should be consistent with the basic principles and fundamental to the work

Institution, and with its strategic objectives, and with their promises to the institution itself to customers
  
On the other hand, should carry out continuous data collection and market information

And testing of the target market to see price limits actors.
They should adopt pricing systems

Capable of achieving competitive pricing.
The ability of the Internet to provide information about prices for sellers

And buyers in anywhere and anytime has led to the emergence of a new concept of flexible pricing, a pricing or slim

The flexibility of the process

: Online pricing enable the institution to enhance profits through multiple methods, including 1

• precision in determining price levels: This precision due to the high capacity of the institution to get

On the data and information necessary to shape the electronic pricing strategy that accuracy in

Determine price levels will lead to sufficient returns for e-business organizations

Working on attracting larger price levels appropriate and feasible target markets

And makes them able to maintain a moderate-sized customers.

Pricing and accuracy check online because of what offered by this network of facilities to conduct research

Market and marketing research at high speed and very low costs compared in the field of Business

Traditional. That online sales Wing Seller the opportunity to conduct rigorous studies on customer sensitivity to price.

The bottom line is that the provision of data and adequate and accurate information leads to the success of an organization in

Pricing accurately nearly ideal and to identify successful and the author of the extent to which price

Achieve the objectives of the organization.

• rapid adjustment in response to changes in the market: The online pricing institution can

Rapid adjustment during a very short period of time in response to changes in the market, such as changes

In the levels of competitors' prices and the change in economic conditions and competitive product markets

Municipal ...
It can be changed price within hours or less according to the state and market conditions.
The ability of

Enterprise operating online to achieve rapid adjustment in the level of prices makes it capable of

To achieve better profitability than competitors achieve this quickly linked to the organization in achieving process

Adaptation.

• Market Segmentation: do not rely institutions working online one strategy in pricing, but

Resorting to collect data and information on the different market sectors and from multiple sources and identify

Sectors or target prices that fits and achieve the objectives.

The exercise Amilitalbaa and purchase over the internet consequent availability of a very large number of

Similar products and services on the network.
These products compete with each other in the market
  
One is the online market. Marketing management has become unable to industry pricing decisions

Relying solely on traditional determinants of price, where new factors emerged to be taken into account in

Union any product pricing decision (whether good or service), being raised and sold in the curriculum framework

: E-business, and what comes most important determinants pit 1

The level of availability of after-sales services.

How to carry out development and improvement of the product.

By management to allocate marketing name for each class of commercial varieties.

Internet changing market conditions very quickly.

Demand component plays a crucial role and important role in determining the price of the product.

Spread method of pricing online auctions.

Prices of competing products.

Legal factors that govern commercial organizations operating on the Internet.

9.
Degree of urgency in the need for the product.

10.
Profit margin determined by the seller-mail.

11.
The level of innovation enjoyed by the specified product.

12.
Bargaining power and the online buyers.

Characterized by the process of pricing of products (goods and services and ideas, etc.) which are sold via the Internet

As a process of dynamic, flexible and not fixed, and prices may change daily and sometimes may change in today

Per share.

In general we can say that the Internet has led to the emergence of new approaches to pricing, including: pricing

Dynamic, and Almzdadat.

In real time according to the type of customers or current marketing conditions "2

Pricing strategy is a dynamic display different prices to different customers.
And used

These institutions to reach strategic inventory management to perfection and to retail customers by

Use of the product or by other variables.  

And Dynamic pricing involves the fact that the products will be sold at non-premium

Outstanding.
determined Danoa the basis of the market demand for that product, and this leads to higher

Or lower prices.
Secondly Internet auctions: Indeed, the auction sites began to change the structures of controlled marketing

By businesses.
And auctions can convert the power of business to the client as

These sites provide a business opportunity to use pricing strategies to reduce unwanted inventory

It or not the user.

Auctions allow sale golden opportunities to designated parties bidding progress during a specific period of time

B-for products offered for sale, and may be selling auctions between businesses themselves (- 2

2.
Auction prices may be valid for a period of time ranging between two and 24 hours.

There are several forms of auctions including: 3

Forms of auctions in terms of identifying the lowest price:

• Auctions with a lower price limit: in this shape does not anchored one of the Auction

Auctions if you do not reach the limit price set by the institution to sell a product that

Makes the bid.

• Auctions a price below the minimum: In this form anchoring tender at higher price

Paid more / Bidders.

Forms of auctions in terms of the amount of product:

• auctions and one unit of product, and anchoring Highest Auction which pays the highest

Price.

• Auctions of several units of the product, and anchoring the bid to the highest bidder.

Reverse auction: In this type of auctions determine the institution less the amount you want to

Sold and determine the sales price quantity, but the more people who want to purchase the

Foundation work discounts on the sale price and this leads to lower the price of the bid.

There are many sites live Internet auctions or hosted.
The following picture shows one of the sites

Auctions    

Some addresses and auction sites as follows:

www.priceline.com, www.usbid.com company site, www.weirton.com

www.auctions.msn.com.
, Www.ebay.com

The third requirement: the impact of the Internet on the distribution of services:

Distribution represents an important component of the marketing mix for businesses, and is interested in

Products and services from the producer organization to its customers, and the structure of distribution is the term used

To describe the channel or route you take the institution in providing services to customers.

And the distribution channel consists of one or more intermediaries, for example for the production company

Directly to retailers, but it will be used CD music is not likely to be distributed

Wholesalers, which have a database involving the names and addresses of retailers.
But growth

Internet significantly impact on the relationship between the institution and intermediaries, providing online means

Help to dispense with some of the distribution channels, or the so-called lack of mediation

And are intended to dispense with intermediaries who represent a connecting, DISINTERMIDIATION
 
Mihrakat Search: sites which contain huge amounts of web content in the base

Data.

• evidence: a User prepared by some people and contain sites classified by

Divisions, Among examples of these categories: business, media, government, art, etc..
And help

Evidence to limit the scope of research and access to Web sites under a certain rating.

• shopping centers automatic mail via the Internet: This is one of the mediators centers

New in online marketing, where individuals and customers have visited, and these centers

Comprising a group of companies that prepared start adding pages and links between each

Other, where the customer first starts to identify the market and soon they visit sites

Comprising the this market, and take the initiative to buy from different stores in it.

• Financial intermediaries: such as electronic cash services providers (digital), where there are several companies

Digital allows you to send money via the Internet and e-mail securely such as

e-cash

• forums: such as online amateur clubs and groups of users, referred to as

Virtual communities.

• Residents (Appraisers): It is those sites that operate as references for the valuation of goods and services, also provides

Comparison between the services as well as goods between services.

In summary, the emergence of such new intermediaries led to the emergence of a new term is to re-

Mediation, which is what we are as follows:

Second: re-mediation: This term is intended to do and new intermediaries between customers and suppliers, and provide

Many services, such as searching for a supplier, product evaluation, etc.