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E-business- 4 P's of Marketing

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Describes the marketing tools used in Kay's, Blue Nile, Tiffany's & Co. Include an evaluation of the apparent customer service provided by each site. Determine how companies in these sectors position themselves relative to some of the key marketing strategies such as:
a) The four P's of Marketing;

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Solution Summary

This solution deals with the 4 P's of marketing and the impact they have on companies, while taking the case study of Kay's, Blue Nile and Tiffany's as an example.

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Problem

Describes the marketing tools used in Kay's, Blue Nile, Tiffany's & Co. Include an evaluation of the apparent customer service provided by each site. Determine how companies in these sectors position themselves relative to some of the key marketing strategies such as:

a) The four P's of Marketing;

Solution:

Marketing tools used

All the three websites: Kay's, Blue Nile and Tiffany's have used a different set of marketing tools. Considering the case of Kay's, they have used several tools in their website. The first among them is the Newsletter facility, in which the customer registers his/her e-mail id, and is informed at regular intervals about promotional offers and products. This has become an essential feature of e-commerce based websites today. The second and in my opinion, a unique feature of this website is the gift card option, under which the customer is offered a gift card on purchase of products from Kay's. Apart from that it uses a host of other e-commerce based marketing tools including online catalog, tools to help the customer to locate an outlet. Apart from that Kay's also offers a number of promotional marketing options on its home page, enabling its customers to have a number of options, as well as luring them with gifts ...

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