Increasingly, companies are classifying customers into groups and creating targeted messages for each group. The sizes of these targeted groups can be smaller when companies are using the Web – in some cases just one customer at a time can be targeted. Now research into the behavior of Web site visitors has even suggested ways in which Web sites can respond to visitors who arrive at a site with different needs at different times.
Most marketing classes organize the essential issues of marketing into the four Ps of marketing: product, price, promotion, and place. Product is the physical item or service that a company is selling. The intrinsic characteristics of the product are important, but customers’ perceptions of the product, called the product’s brand, can be as important ns the actual characteristics of the product.
The price element of the marketing mix is the amount the customer pays for the product. In recent years, marketing experts have argued that companies should think of price in a broader sense, that is, the total of all financial costs that the customer pays (including transaction costs) to obtain the product.
E-marketing is even more complicated. Since e-business is becoming increasingly popular the number of e-marketers keeps growing. It is quite a normal process since online sales bring sufficient profits.
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