Introduction
The marketing mix remains a relevant methodology used to assess the prospects for promoting goods and services. One of the elements of this concept is the place, which reflects where specific products are sold. As a targeted promotion environment, the online space is planned to be evaluated, and relevant and authored academic resources will be engaged. The findings from the presented articles reflect the specifics of marketing promotion on the Internet as a modern and popular platform.
Gondim Mariutti and de Moura Engracia Giraldi
The article by Gondim Mariutti and de Moura Engracia Giraldi (2019) reflects the specifics of promoting products in the online space by using Aaker’s theory as a marketing concept. The authors describe this methodology in the context of personality dimensions as criteria that modern marketers place high to successfully promote relevant products or services (Gondim Mariutti & de Moura Engracia Giraldi, 2019). Particular attention to country-based approaches (Brasil) makes it possible to highlight characteristic trends specific to the target region. Moreover, data on segmentation by association preferences are demonstrated, which increases the practical significance of the findings and helps describe the issue under consideration in as much detail as possible.
Based on the analysis, specific dimensions are given as dominant. Gondim Mariutti and de Moura Engracia Giraldi (2019) state that sincerity and excitement are critical factors to consider when shaping strategic marketing moves. By the relevant perceptions formed by target consumers, sellers can establish favorable associations with specific brands. This practice is reminiscent of that discussed by Lahtinen et al. (2020), which is based on the use of social media communication to engage consumers and expand sales platforms. As a result, in the online space, the personal characteristics of buyers play an essential role.
Given the assessment of different dimensions, Gondim Mariutti and de Moura Engracia Giraldi (2019) highlight specific buying groups divided based on perception criteria. This segmentation indicates that the practice of personalization is effective on the Internet and contributes to the most productive sales. In addition to positive stimuli, unfavorable perceptions are analyzed. The researchers mention socio-political associations as those Brazilians are not willing to view as critical determinants influencing their online shopping decisions (Gondim Mariutti & de Moura Engracia Giraldi, 2019). Therefore, when evaluating online marketing opportunities, the findings in the article in question deserve attention as evidence of the importance of a customer-centric approach.
Minchin and Alpert
In their study, Minchin and Alpert (2017) evaluate the transformation of marketing tools and emphasize changes in promotion channels, which corresponds to the element of place in the marketing mix. As a theoretical background, the authors draw on the traditional ideas of Kotler and Drucker regarding marketing positioning and argue for appropriate shifts (Minchin & Alpert, 2017). Particular attention is paid to modern approaches to promoting goods and services, as well as the implications of updated strategies on firms’ operational and structural decisions.
Channels for promoting goods and services are considered in the context of changed market capabilities, including the increased role of Internet sales. Minchin and Alpert (2017) note the development of delivery channels under the influence of the globalization trend and big data popularization. Today, marketers have more opportunities to interact with target buyers due to the emergence of numerous selling platforms that are convenient for both parties. Wichman et al. (2022) complement the findings and mention online auctions, independent service aggregators, and other algorithms that expand the range of marketing capabilities in the online environment. These alternatives significantly increase firms’ sales potential and bring sellers closer to buyers, thereby enhancing communication.
The roles of updated delivery methods and consumer interactions are seen as significant steps toward optimizing marketing opportunities. The traditional concepts that the researchers mention have changed for the better, and firms do not have to put in the same effort as before to survive and be competitive (Minchin & Alpert, 2017). Online marketing has taken on different forms and has become one of the main strategies for maintaining seller-buyer interaction, thereby eliminating labor-intensive promotion procedures. As a result, the considered shifts are assessed as positive and are offered as a justification for the importance of improvement changes based on the use of Internet capabilities as integral tools in the modern marketing environment.
Conclusion
The reviewed resources reveal the relevance of changes in such a component of the marketing mix as place and confirm the significance of the mass transition of sellers to online mechanisms for promoting goods and services. The articles involved evaluate traditional marketing concepts and contrast classical ideas with those specific to modern communication mechanisms between sellers and buyers. The ability to adhere to customer-centric practices and deliver goods via the Internet are strong arguments in favor of new product distribution platforms. As Keller and Alsdorf (2012) argue, shoppers tend to shape their online identities by expressing relevant buying intentions. Marketers, in turn, can put this information to good use to offer desired products to target markets, thereby successfully addressing demand indicators and increasing consumer loyalty to specific brands.
References
Gondim Mariutti, F., & de Moura Engracia Giraldi, J. (2019). Country brand personality of Brazil: A hindsight of Aaker’s theory. Place Branding and Public Diplomacy, 16(3), 251-264. Web.
Keller, T. & Alsdorf, K. (2012). Every good endeavor: Connecting your work to God’s work. Penguin Random House.
Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3), 357-375. Web.
Minchin, C., & Alpert, F. (2017). Realising Drucker and Kotler’s vision for a strategic marketing department. SSRN Electronic Journal, 1-31. Web.
Wichmann, J. R., Uppal, A., Sharma, A., & Dekimpe, M. G. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39(2), 502-521. Web.