How can the Internet be used to vary the marketing mix?

Purpose An introductory activity which highlights the vast number of areas which the Internet impacts.

Activity Review Figure 5.1 and select the two most important ways in which the Internet gives new potential for varying the marketing mix for each of product, price, promotion, place, people and processes. State:

new opportunities for varying the mix;

examples of companies that have achieved this;

possible negative implications (threats) for each opportunity.