MODERN MARKETING MIX FOR ONLINE SHOPS

Denis Nikolaevich Nikulin

Abstract


In this article a model of modern marketing mix for online shops is offered. The admissibility of various
grouping of marketing variables within the framework of one marketing mix is substantiated. The basic factors
influencing the efficiency of sales promotion in online shops are described. The marketing variables are
grouped by three components: “Assortment of goods”, “Promotion”, “Service”. The technique for management
of goods assortment is considered. The sales promotion tools are described. The basic indicators of the
efficiency of delivery service and the call center of online shops are considered.


Keywords


marketing mix, online shops, goods promotion tools, goods assortment, delivery service, call center

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