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Erschienen in:
2001 | OriginalPaper | Buchkapitel
Information Technology in the Marketing Mix of a Modern Business
verfasst von : Jacek Unold
Erschienen in: Contemporary Trends in Systems Development
Verlag: Springer US
Enthalten in: Professional Book Archive
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The ultimate target of all marketing efforts should be the customer. There are many possible ways to satisfy the needs of target customers. A product can have many different features and quality levels. The package can be of various sizes, colors, or materials. The brand name and warranty can be changed. Various advertising media as well as a company’s own sales force or other sales specialists can be used. Different prices can be charged, with or without special discounts. With so many possible variables, there is a way to help organize all these decisions and simplify the selection of marketing mixes. It is useful to reduce all the variables in the marketing mix to four basic components—so called four Ps: Product, Price, Place and Promotion.