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Marketing Mix: Google IT Industry - Research Paper Example

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One of the major success factors of Google is its effective use of marketing mixes. The product, Price, Promotion, and Place are the four P of a marketing mix. Nowadays, Package, Process, Physical evidence and People are the added elements in the marketing mix by many companies. In the case of Google, the first four elements are more relevant. This paper analyses marketing mixes; Product, Price, Promotion, and Place, by taking Google as an example. Product Search engine was the product or service offered by Google when they started the business. However, at present, they have plenty of products or services such as Google plus, Google books, Google health, Android Operating System etc. Google’s Android operating system is currently used by plenty of mobile phone manufacturers such as Samsung, LG etc. many people believe that Google developed Android OS to counter the challenges from Apple. Until the entry of Android in the market, Apple’s IOS was the leading OS in the smartphone market. Google Chrome is Google’s answer to Microsoft’s Internet Explorer. Google Talk and Gmail are countering the challenges from Hotmail. It is believed that Google is going to enter the smartphone manufacturing business also. The recent acquisition of Motorola by Google is believed to be the first step Google taken to enter this regard. Amazon was the leader in an online bookstore until recent times. However, Google established world’s largest online bookstore or Google Books recently to challenge Amazon. Facebook was another company which challenged Google’s supremacy in IT industry. In order to resist challenges from Facebook, Google has started Google plus social networking website. Even though Google plus is not a big success, it is causing big headaches to Facebook. Google is a socially committed company and its products and its products help people all over the world in one way or another. For example, “Since its launch in 2005, Google Earth has been used to circulate information about various conflicts around the world, including the wars in Iraq and Afghanistan. Its most high profile conflict layer has been the ‘‘Crisis in Darfur” (Parks, 2009, p.536). Google maps, Google ears, Google now, Google Goggles etc are some of the latest products introduced by Google to cater the needs of consumers. All these products and services are the helping the people all over the world in many ways. In fact, Google delivers more than what they promise. Personal health records or PHR is another service offered by Google recently. Archer (2011) mentioned that “Electronic personal health record systems (PHRs) support patient-centered healthcare by making medical records and other relevant information accessible to patients, thus assisting patients in health self-management” (p.515). In short, diversified products and services are the major elements which increase Google’s competitive power in the global market. Price Google is generating revenue from advertisements placed on its websites. It should be noted that user, need not pay any price while taking information with the help of Google search engines. Thus, Google search engine is a free service to users, even though Google generate revenue through other means. A special advertising program called AdWords is helping Google to generate advertising revenues.  ...Show more


A paper "Marketing Mix: Google IT Industry" claims that Google is developing rapidly and causing troubles to all major IT companies such as Microsoft, Facebook, Amazon etc. In 2005, Google joined the list of 100 most powerful companies in the world. …
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Marketing Mix: Google IT Industry essay example
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