Miss
Y. Wang, K.L. Wang, J. T. Yao, Marketing mixes for digital products: a study of the marketspaces in China, International Journal of Technology Marketing, 4(1):15-42, 2009.
Marketing mixes for digital products: A study of marketspaces in China
Y. Wang* Management School Xi’an JiaoTong University Xi’an, Shaanxi, P.R. China and Management School Xi’an Polytechnic University, Xi’an, Shaanxi, P.R. China E-mail: wy0179wang@163.com *Corresponding author K.L. Wang Management School, Xi’an JiaoTong University, Xi’an, Shaanxi, P.R. China E-mail: klwang@mail.xjtu.edu.cn J. T. Yao Computer Science Department, University of Regina, S4S 0A2, Canada E-mail: jtyao@cs.uregina.ca
Abstract: There is an increasing attention for studying marketing mixes for electronic products and services. It has suggested in the literature that none of established marketing models, including 4P, 4C and 4S, is appropriate for digital products in digital marketspace. In order to evaluate suitability of marketing mixes for digital products, three criteria are suggested in considering great differences in product properties, transaction space and transaction process. We investigate the suitability of three marketing mix models for each category of digital products in digital marketspace in this paper. We examine 45 marketing tools for digital products in China. By studying within the framework of the three established marketing mixes, we have three interesting findings. First, the trialability of digital products correlates significantly with its promotional tool’s quantity. Second, depending on the category of digital products, the three established models have a varied suitability. Third, different digital products have different levels of suitability in distributional channel according to their delivery mode.
1
Y. Wang, K.L. Wang, J. T. Yao, Marketing mixes for digital products: a study of the marketspaces in China, International Journal of Technology Marketing, 4(1):15-42, 2009.
Marketing mixes for digital products: A study of marketspaces in China
Y. Wang* Management School Xi’an JiaoTong University Xi’an, Shaanxi, P.R. China and Management School Xi’an Polytechnic University, Xi’an, Shaanxi, P.R. China E-mail: wy0179wang@163.com *Corresponding author K.L. Wang Management School, Xi’an JiaoTong University, Xi’an, Shaanxi, P.R. China E-mail: klwang@mail.xjtu.edu.cn J. T. Yao Computer Science Department, University of Regina, S4S 0A2, Canada E-mail: jtyao@cs.uregina.ca
Abstract: There is an increasing attention for studying marketing mixes for electronic products and services. It has suggested in the literature that none of established marketing models, including 4P, 4C and 4S, is appropriate for digital products in digital marketspace. In order to evaluate suitability of marketing mixes for digital products, three criteria are suggested in considering great differences in product properties, transaction space and transaction process. We investigate the suitability of three marketing mix models for each category of digital products in digital marketspace in this paper. We examine 45 marketing tools for digital products in China. By studying within the framework of the three established marketing mixes, we have three interesting findings. First, the trialability of digital products correlates significantly with its promotional tool’s quantity. Second, depending on the category of digital products, the three established models have a varied suitability. Third, different digital products have different levels of suitability in distributional channel according to their delivery mode.
1
Y. Wang, K.L. Wang, J. T. Yao, Marketing mixes for digital products: a study of the marketspaces in China, International Journal of Technology Marketing, 4(1):15-42, 2009.
References: Y. Wang, K.L. Wang, J. T. Yao, Marketing mixes for digital products: a study of the marketspaces in China, International Journal of Technology Marketing, 4(1):15-42, 2009. Y. Wang, K.L. Wang, J. T. Yao, Marketing mixes for digital products: a study of the marketspaces in China, International Journal of Technology Marketing, 4(1):15-42, 2009.