| Abstract [eng] |
The Internet provides a fundamentally different environment for nowadays marketing. The purpose of this paper is to examine this new environment and to discuss the approaches to marketing via the Internet. Marketing decisions and obstacles a company will face in a global environment are also considered and finally this paper discusses the particular effect the Internet has had on the marketing mix for different companies. The Marketing Mix is a term used to describe the combination of tactics used by a business to achieve its objectives by marketing its products or services effectively to a particular target customer group. It is also referred to as the 4Ps: Product, Price, Promotion and Place, or the 7Ps - the 4Ps with the addition of People, Process and Physical Evidence. This paper examines the issues involved in marketing overall and on the Internet. The concept of e-commerce and its connections with marketing are also considered. This paper is based on an examination of relevant literature in science publications as well as a search through quality web sites. The basics of what marketing means for a company are talked about in section 1. The role internet plays on company’s marketing activity is considered in section 2. In section 3, the paper will discuss the decisions marketers would have to make in order to conduct business on the Internet BY marketing theory authors O.O. Otlacan and P.R. Smith and D. Chaffey. In section 4 we look at the evolution of a Lithuanian company's business by considering the marketing mix designed for the Internet. The main purpose of this research project is to make a theoretical analysis of the Internet Marketing Mix, and to make a plan of how a company can adopt this marketing strategy. The main goals were explored in this paper: – to disclose the main meanings of marketing and internet marketing in the company’s activity, – to examine the formation of the marketing mix on the Internet, – to make a report on company‘s activities, – to suggest the best solutions to the company implementing company‘s Marketing Mix on the Internet. This paper will be of interest to those who need an introduction to marketing on the Internet and Ecommerce and how it functions. The paper is intended for marketing and managers in all industries who are conducting business online. |
