New times, new strategies: proposal for an additional dimension to the 4 P'S for E-commerce dot-com

Abstract

Proper marketing management is fundamental to any business endeavor, including dot-coms. However, to date, as identified in a review of the International Journal of Electronic Commerce (IJEC) production and the last 10 years of EnANPAD (EnANPAD is the annual Brazilian Academy of Management conference). There are no works on the applicability of the 4P's to e-commerce, a gap in the literature that this study proposes to fill. It uses a qualitative approach methodology, investigating several empirical studies about digital commerce, and comparing it with the mainstream strategic marketing literature. Inferences were developed, pushing further the theory boundaries of this field. Both the classical works as those from Borden (1964) and Mccarthy (1960) and many other contemporaries are evaluated. The present research utilizes these works as a source of information and data. Using a process of comparison with the marketing mix model, it searches for a possible lack of fit between the related empirical environments and such a model. The results identify several key variables in each of the P's related to security in electronic commerce. This dimension seems to be the key in shaping the perception of customer value, thus supporting its inclusion as a fifth dimension along with the 4P's.

Holistic analysis of the social impact of electronic business in Latin America, from 2014 to 2019

“…Desde la perspectiva del cliente, los negocios electrónicos brindan una serie de beneficios, como la facilidad de acceso a la información y a los productos, el ahorro de tiempo y dinero, y el empoderamiento y participación activa en el mercado (Espinoza y Flores, 2018;Leal-García, 2018;Rivera, Hablich y Berni, 2018). No obstante, la intangibilidad de los productos electrónicos y las dificultades para efectuar las devoluciones de estas mercancías afectan negativamente las actitudes de compra de los clientes y provocan su desconfianza (Gonetecki y Machado, 2015;Valencia, 2016).…”

“…Según datos de la Oficina Internacional del Trabajo (ILO, por sus siglas en inglés), por cada punto de incremento del PIB en América Latina se generan 100 000 empleos (ILO, 2014), lo que significa que los negocios electrónicos contribuyen a elevar de forma considerable el mercado laboral en la región. La ciberseguridad es también un elemento significativo en el desarrollo de los e-business, que posee una marcada importancia en la sociedad (Ríos, 2014;Gonetecki y Machado, 2015;Tello y Pineda, 2017). La Organización de las Naciones Unidas pronosticó que en 2019 el número de puestos de trabajo vacantes relacionados con la seguridad informática en todo el mundo ascendería a 1,5 millones (UNCTAD, 2017).…”

An Exploratory Analysis of Marketing-Mix Impact on Supply Channels Used by Community Pharmacists Engaged in Healthcare Services in Nigeria

“…The overall impact of pricing on the value chain is that it influences how much the product will cost the patient [8][9][10]. In general terms, Product in the context of pharmaceutical sales and marketing refers to the pharmaceutical medicine or non-medicinal entities and their associated attributes used for the treatment needs of the patient [11].…”

“…These activities include awareness campaigns, prescription-generation from pharmaceutical companies, contractual agreements, discount offers on products, volume-based, and value-based discounts [16] The fifth element included in this study is Perception of value, albeit the presence of the typical 4P's of marketing, the researchers explored the context of Perception to refer to how CPs perceive the entirety of offering from the channels they procure from per time. Perception elements include satisfaction with service quality, process flow, utility value, ease of business transaction, and administration [5,11]. Furthermore, for a community pharmacy practice to be competitive, it should be able to maximally utilize (effective blend) the various elements of the marketing mix, to arrive at an effective procurement decision.…”

Identificação dos fatores críticos de sucesso das concessionárias de automóveis de passeio

“…Mudanças comportamentais orientadas à otimização de tempo, como um maior uso da internet para o consumo ou desenvolvimento de atividades profissionais, também afetariam a necessidade de transporte. Essa tendência pode ser observada no intenso uso de redes sociais ao redor do mundo , a crescente adoção do comércio eletrônico (M. G. De Oliveira & Toaldo, 2015) e da opção profissional para pertencer a economia GIG (Ashford, Caza, & Reid, 2018).…”