Chapter 5: Digital media and the marketing mix 1. What is the marketing mix in digital marketing? 2. Explain why the marketing mix is important? 3. The advent of the Internet and digital marketing offers new opportunities to marketing strategy development and extended the marketing mix. Explain. (Traditional mix 4Ps and extended marketing mix 3Ps) (slide 6) 4. Describe how Digital marketing affects all aspects of the traditional marketing mix, support your answer with examples where needed. (slide 6, 7) 5. Explain how digital technology affect the product element of the mix. 6. Briefly explain the success factors for branding in digital environment. (11) 7. Explain the implications of the internet for each of the 7Ps. (7) 8. The Internet has dramatic implications for pricing. Explain the main implications of the Internet for the price aspect of the mix. In which way Internet enhanced pricing in marketing? (12, 13) 9. The promotion variable of the marketing mix refers to how marketing communications are used to inform customers about an organization or a product. What are the main elements of the promotional mix? Provide an example of online implementation. (15) 10. The people variable of the marketing mix relates to how the staff of the organization communicate with customers. Lise the 5 stages of communication between customers and staff online. 11. In an online context, 'physical evidence' refers to what? (18)